Chapter 4: Rules of Engagement of SMM

Permission Marketing
Relies on attention being earned from the audience. Permission marketing is when consumers consent to being marketed. This form of marketing may add value to consumers’ lives, causing them to welcome
and request certain marketing messages. Opting into an email newsletter, following an account on Twitter, or signing up for text message alerts are examples of permission marketing
Interruption Marketing
is focused around selling a product or service that provides value to the target market. The goal of the ad is to showcase the product, highlight its benefits, reduce information search costs, and create a persuasive case for someone
to make a purchase. Effective placement of the advertising must occur in order for the advertisement to be effective. Media scheduling includes comparing the demographics of the audience to the target market of the product or service being advertised.
Passive Entry Strategies
Good way to get started.
Active Entry Strategies
This stage involves actively creating and building social media profiles, connecting with key influencers, and starting or participating in conversations.
Organic Social Media
Another term for permission
Earned Media
Media earned from audience like permission marketing
Paid Media
Media that you pay for
Top Placements of Paid Media
Figure 4.2 on page 63
The Principles of Success
The same code of ethics that applies to traditional marketing can be applied here, but social media brings its own challenges.
3 Steps to Take with Responsibility
-Acknowledge: find out what the problem is, and take responsibility for the situation.
-Apologize: If someone is angry, first attempt to calm her or him down. Apologize, and determine what would give the individual resolution.
-Act: Implement promised changes or make other restitution. Inform the complainant(s) that the problem is being addressed.
Aspects of Global Social Media Marketing
-Cultural Differences
-Adapting the message to fit the expected audience was discussed, but especially important when part of the community is international
Dollar Shave Club
(Permission Marketing)
In a product category dominated by Gillette and Schick, a small company named Dollar Shave Club started selling razor blade cartridges online on March 1, 2012. As the name of the company suggests, people join and are sent a monthly supply of razor blades for as little as a dollar a month plus a minimal shipping charge. The blades are not available in stores and when Dollar Shave Club entered the market, their promotional mix consisted solely of permission marketing via social media. Founder and CEO, Michael Dubin explained the purpose of the club and its products in a wildly popular YouTube video
Wal-Marting Across America
The saga begins with the Wal-Marting across America blog, started in September 2006. The subject was a couple traveling in their RV, using Walmart parking lots as rest areas. They would blog about how much all of the employees they encountered liked their jobs and other PR-friendly messages for Walmart. However, when the significant financial relationship between Walmart and the bloggers was revealed, many people were displeased and felt the company had been dishonest. Even though the bloggers involved were real fans, Walmart’s secretive approach drew negative media coverage and hurt the company’s credibility.18 Still, the company knew that social media was important and persevered.
Four Aspects of Social Media Marketing Ethics
-SMM based largely on personal interactions.
-The “spin” of traditional advertising NOT expected; public scrutiny high, facts will be checked, promises must be kept.
-Build a reputation for honesty.
-Do not collect or distribute personal information without consent.
-Obtaining helpful data from viewers should be balanced again protecting user privacy.
-Treating people as equals, as reasonable individuals with goals and lives of their own
-Although online interactions can be highly impersonal, there is always another person somewhere in front of a screen.
-Do not present manipulative messages, create false identities for testimonials, or hijack user profiles for promotional purposes.
-Show respect for online participants
Mistakes will occur; when a customer has a valid complaint, a technical problem arises or some other crisis looms, take these 3 steps:
1. Acknowledge: find out what the problem is and take responsibility for the situation.
2. Apologize: If someone is angry, first attempt to calm., and apologize; then determine what would give the individual resolution.
3. Act: Implement promised changes or make other restitution. Inform the complainant that the problem is being addressed.
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