Electronic Marketing

The power of E-Marketing
A single blog post starts a huge negative PR slide for Dell.
The E-marketing Landscape
Various e-Marketing strategies, tactics, and media:
e-Commerce accounts for 27% of U.S. commerce sold
Online advertising (over $20 Billion)
Search engine advertising (accounts for 35% of new customers for firms)
Online aggregators (brings together info and users – i.e. Monster.com)
User-generated content (70% of consumers check online review sites)
Online communities / social media sites (over 1 billion people)
Social media influence scoring (Klout, PeerIndex, & Kred)
Personalization (recommendation engines such as Amazon)
Internet communications (e-mail , VoIP, instant messenger)
Mobile internet (ubiquitous connectivity – anytime/anywhere)
Local marketing (i.e. Google Local Search & Craigslist)
Mobile marketing (text message marketing / location-
Web 2.0: today
Web 2.0 connects people to computers & social networks.
Mostly, the user produces the content. Think about it… If users could not create content (or be able to easily create content) where would social media be?
a firm’s business activities using electronic media
i.e. business processes, communications, sales, research, etc.
using technology/new media to create, communicate, and deliver value to a firm’s customers.
i.e. the use of networks/technology in the process of marketing
a subset of e-business focusing on economic transactions
i.e. online sales
E-Commerce: Online Sales
Expected to grow by 9-10%/year (Faster than in-person retail)
E-Commerce Growth
Growth spurred by more devices, products, & information
E-Commerce Growth: Devices
Devices: mobile phones, tablets, smaller portable netbooks
Internet connectivity has become ubiquitous
Growth in m-commerce (purchases made with mobile device)
E-Commerce Growth: Products
Products: shift to digital media
Digital media is more instantaneous (buyer gets product quicker). Books on shelf at Barnes & Noble are now downloadable eBooks. Magazines/newspapers can now be subscribed & viewed online
E-Commerce Growth: Information
Information: easy to compare product prices & discounts. Consumers easily search for discount codes & compare prices. Mobile pricing apps: examples. Amazon’s in-store discount promotion
E-Commerce Issues
shopping cart abandonment: 7 out of 10!
in-store experiences: **It’s important to recognize in-store experiences as a threat to e-commerce sales.
How do consumers find you?
The answer: search engines(e-marketing tool) match consumers to firms
Search Engine Optimization
The consumer buying decision process:
Problem Recognition
Information Search -(SEO)
Evaluation of Alternatives
Post-purchase Evaluation
Search Engine Optimization (SEO)
SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines.
SEO considers:
How Google’s “unknown” search engine algorithm works (i.e. guessing the KFC secret recipe)
How the algorithm weights certain website elements more heavily when popular keywords are used
Example: using a keyword in a URL vs. text on a web page
What keyword terms & phrases people use to search
–Once you have this knowledge you can edit a site’s content to increase the relevance to specific keywords: search position ↑ & web traffic ↑
SEO uses popular KWs in certain places
SEO uses relevant keywords (KWs) widely searched for by consumers
Ex: a candy store would probably want to use “candy, chocolate, etc.”
You identify the most popular searched for KWs then include them on your site in strategic ways / in certain areas of your web pages
First thing to do: discover what KWs are most searched (related to your biz)
Free tool: Google Keyword Tool
Good SEO
SEO helps your site appear earlier (i.e. higher) in search engine results page (SERP)
The higher the position, the more traffic a site will receive
Important Factors to Improve SEO
To optimize a site for a search engine use KWs as follows:
Put KWs in the URL (Domain name) – yoursite.com
Put KWs in a web page’s title (in HTML code this is the tag)<br /> Place a KW as the first word in the <title><br /> Put KWs in the Header text (in HTML code this is the <H1> tag)<br /> Place a KW as the first word in the <H1><br /> Using KWs in links (i.e. the linked text) within your site:<br /> Instead of: click here to view the FSU marketing department<br /> Use this: click here to view the FSU marketing department<br /> KW density on a page (how often you repeat the same KW)<br /> **External links: number (& quality) of links pointing to your site<br /> **New trend: social media is becoming a factor</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">SEOmoz.com is an example of</div> <div class="flash-flex">Conducted in-depth research to determine search ranking factors<br /> uses a panel of search marketing experts</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Want KWs in a Domain Name?</div> <div class="flash-flex">You can search for and register a domain name (i.e. URL) with KWs<br /> I have used & recommend GoDaddy.com to register domain names</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Meta tags</div> <div class="flash-flex">information that describes something about the page<br /> Meta tags not presented on web pages (but, description is on SERP)<br /> An overrated SEO factor</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Meta Description</div> <div class="flash-flex">Meta Description: A brief statement summarizing the page (use KWs)<br /> Keep them short and simple: don’t overstuff with KWs<br /> Try not to exceed 156 characters</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Meta Keywords</div> <div class="flash-flex">Meta Keywords: comma separated list of important KWs & phrases<br /> Try not to exceed 255 characters</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">SEO Example: Dog Et Al</div> <div class="flash-flex">Putting keywords in the domain name (aka URL)<br /> Instead of: dogetal.com<br /> Optimized url: “TallahasseeHotDogRestaurant.com” or “TallahasseeHotDogs.com”<br /> Possible issue: improve SEO versus a branded name<br /> Putting keywords in the web page’s title<br /> Dog et al’s <title>: “Dog et al > Home”<br /> An optimized title would be ”Hot Dogs in Tallahassee at Dog et al”<br /> Putting keywords in the “header” tags of a web page<br /> Instead of </p> <h1> Welcome to Dog et al</h1> <p> (note first word(s))<br /> Use </p> <h1>Tallahassee Hot Dogs at Dog et al</h1> <p> or </p> <h1>Dog et al: Hot Dogs in Tallahassee</h1> </div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">How to view what KW tactics a site is using</div> <div class="flash-flex">View what KW tactics a site in a top position is using<br /> To do this you need to = View the Source Code.</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Some important factors that negatively affect SEO:</div> <div class="flash-flex">-Buying links (exchange programs) and linking with spam sites<br /> -Overstuffing (i.e. too lengthy) domain name and title tag<br /> -Too many ads on a page<br /> -Hiding text with similar/same color as background<br /> Example: Google<br /> -Excessive repetition of keywords on pages<br /> You should present KWs and page text in a manner similar to having a conversation. Write for humans, not a search engine</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">The Long Tail Visualized</div> <div class="flash-flex">How many CDs does Wal-Mart sell in the store? 200<br /> Are they limited to what they carry in the store? Yes<br /> What about the internet?<br /> # of cd’s available? Infinite<br /> # of sales: allows for greater product diversification, creating exponential number of sales.<br /> Basic idea: the Internet allows for infinite “shelf space”<br /> The web has unlimited “space” to promote more products</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Organic Search versus Paid Search</div> <div class="flash-flex">At the top of your search there will be the sponsored links in box at the very top, aka the paid search<br /> below is the rest of the links. These are the organic search results.</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Organic search</div> <div class="flash-flex">Organic search: results are listings on search engine results pages (SERPs) that appear because of their relevance to the search terms (i.e. SEO). This is also known as Natural Search.<br /> Everything we covered last class (SEO) was for organic search<br /> Google claims that users click organic search results more than ads<br /> Experts claim users avoid clicking “results” they know to be ads<br /> Still, paid ads can be very effective</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Paid Search (a.k.a. Google AdWords)</div> <div class="flash-flex">Paid search: strategy where an advertiser (i.e. a firm) purchases web traffic from search engines.<br /> Firms select which KWs, when searched for, to show their ad in a search engine’s “sponsored ads”.<br /> Pay-per-click (PPC) is a preferred advertising model in which advertisers pay only when their ad is clicked.<br /> An alternative to PPC is CPM: cost per 1,000 views.<br /> Advertisers typically purchase KWs and phrases they believe their target market will search for.<br /> The price? Determined by Google AdWords! AdWords is Google’s ad platform for paid search campaigns.</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Benefits of Paid Search</div> <div class="flash-flex">Instantly appear on the first page of results<br /> Cost control: You pay per click but can set a daily budget<br /> Possible to run different ads w/ different verbiage to compare each<br /> Possible to display ad based on the user’s geographic region<br /> Google has a wealth of analytic tools to assess metrics</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">CTR</div> <div class="flash-flex">Click-through rate- Percentage of people who click your ad when it appears</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Click-through rate</div> <div class="flash-flex">Percentage of people who click your ad when it appears.. Realistic AdWords CTR bottoms out at about 1% What does this mean?</p> <p>Example:<br /> -1,000 people are presented with (i.e. “see”) a Google SERP<br /> -1% (on average) would click your sponsored ad<br /> -10 people click your ad’s link to visit your web site<br /> -Does everyone who comes to your site make a purchase? No<br /> -Conversion rate: % of a site’s visitors who make a purchase<br /> -A lower-end conversion rate: 1%<br /> -A high-end conversion rate: 10% (and higher… based on many factors)<br /> -For this example of 10 visitors: maybe you make 1 sale..<br /> RECAP<br /> -1,000 people saw your ad on Google SERPs<br /> -10 visitors to your site<br /> -Your site made 1 sale from these visitors<br /> -What is your profit from this sale?<br /> Was the juice worth the squeeze?</p> <p>Let’s say your 1 sale produced a gross sale amount = $25<br /> Your cost-of-goods-sold regarding that one item was $18<br /> Gross profit: $25 – $18 = $7<br /> Now: how much did you spend on PPC ads to get that sale?<br /> Remember: 10 people clicked the ad, but only 1 sale was made<br /> If your PPC was .90 cents, was the juice worth the squeeze?<br /> 10 clicks @ .90 per = $9 you spent on AdWords<br /> Profit: $25 – $18 (product cost) – $9 (ad cost) = – $2 net loss<br /> NO!</p></div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Google AdSense</div> <div class="flash-flex">Google AdSense: other peoples’ ads on your website<br /> You can customize how other peoples’ ads look on your site<br /> You determine the size, color, location, border, font size, etc<br /> Higher performing ads: darker color = better<br /> You get a few cents per click<br /> Minimum payout is $100<br /> Avg AdSense CTR: 1%-2%</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Google AdWords</div> <div class="flash-flex">Google AdWords: place your ads on Google SERPs</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Explain why social media is important</div> <div class="flash-flex">Social Media: The Fourth Revolution<br /> About every 10-15 years since the advent of computing, a new, major technology emerges<br /> 1970’s: Mainframe computers<br /> 1980’s: Personal computers<br /> 1990’s: Internet<br /> Late 2000’s: Social media / Social networking<br /> The next revolution? Mobile</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">What Is Social Media Marketing?</div> <div class="flash-flex">Social media marketing (SMM) uses social media portals to positively influence consumers toward a website, firm, brand, product, service, or person. Typically, the end goal of SMM is “conversion,” such as the purchase of a product, subscription to a newsletter, registration in an online community, or some other desirable consumer action.</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Social Media (SM) Defined</div> <div class="flash-flex">SM are software platforms that connect a network of people<br /> Online resources people use for engagement & to share content<br /> Shared content in the form of:<br /> Video, photos, music, text, and humor<br /> Also: Information, ideas, and opinions<br /> Engagement: consumers interacting with other consumers & firms<br /> Think of social media as a consumer engagement tool</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">The Emergence of the Online Social Graph</div> <div class="flash-flex">Today: social media has created the online social graph. The online social graph is the world wide web of people. This is a map constructed of linked people in social media sites. In contrast: the Internet is a map of linked web pages<br /> Social Graph: capture & use info about how individuals are connected<br /> Goal: deliver the right content to the right person at the right time<br /> Social media also creates social capital:<br /> The power / value of knowing more people & being more connected<br /> A resource consisting of the network of social connections to be drawn from by an individual (or firm) when needed</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">online social graph</div> <div class="flash-flex">The online social graph is the world wide web of people. This is a map constructed of linked people in social media sites.</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">social capital</div> <div class="flash-flex">The power / value of knowing more people & being more connected<br /> A resource consisting of the network of social connections to be drawn from by an individual (or firm) when needed</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">What is an online purchaser vs. a social purchaser?</div> <div class="flash-flex">Consumers who actively search for products, such as entering keywords in Google, are known as online purchasers<br /> Consumers who actively consult their social networks for advice on what products to purchase are known as social purchasers</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Finding a Way Through Social Media</div> <div class="flash-flex">Many firms have a social media marketing (SMM) “presence”<br /> SMM presence: start-up SM pages with no clear plan<br /> Many lack a social media marketing “strategy”<br /> SMM strategy: make a plan, set goals, create objectives</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">One Unique Challenge Related to SMM</div> <div class="flash-flex">Social media is a large marketing communication channel. Advertisers & marketers disseminating messages. Social media is also a public customer service channel. Customer service reps try to resolve issues & complaints<br /> PROBLEM: a simultaneous marketing & service channel!</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">The Seven Myths of Social Media Marketing</div> <div class="flash-flex">Social Media is Just a Fad<br /> Social Media is Just for the Young<br /> There is No Return in Social Media Marketing<br /> Social Media Marketing isn’t Right for This Business<br /> Social Media Marketing is New<br /> Social Media Marketing is Too Time-Consuming<br /> Social Media is Free</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Social Media Is A Fad</div> <div class="flash-flex">SM based on a stable premise that people are social creatures<br /> Founded in community, socialization, & WOM marketing<br /> Related to technological evolution enabling people to interact<br /> Rooted in core trends and behaviors of digital natives<br /> All of these facts suggest SM will remain stable over time<br /> SM is consistantly outpacing traditional media tactics!</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">SM Is Just For The Young</div> <div class="flash-flex">Wrong! Instead, the reality is:<br /> Older users are among the fastest growing demographics<br /> YouTube: 18 to 55, evenly divided between males & females<br /> Facebook users:<br /> 61% ages 35 to 54<br /> 48% ages 55 and older<br /> Users span all age and income brackets</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">There Is No Return In SMM</div> <div class="flash-flex">Wrong! Instead, social media marketing returns are:<br /> Difficult to measure and/or not measured by many businesses<br /> A frequent topic for conferences of online marketing experts<br /> Measured in a variety of different ways such as:<br /> savings in customer service<br /> improved brand awareness and reputation<br /> increased brand loyalty<br /> sales lead generation<br /> improved search engine rankings<br /> # of Likes, RTs, shares, comments, followers, etc.</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">SMM Isn’t Right For All Firms</div> <div class="flash-flex">Wrong! Instead, social media marketing:<br /> Is a necessity for a brand’s reputation management<br /> Has ability to drive WOM or recommendations from friends<br /> Influences search as a resource because search results frequently include social media sites<br /> Is just as relevant to B2B companies as to B2C firms</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">United Breaks Guitars lesson was?</div> <div class="flash-flex">Gone are the days when millions in advertising and PR could control the message.<br /> Now when customer service is lacking, an individual can use the social web to communicate with the world.<br /> Every interaction with the customer is a marketing event.<br /> If a firm values its reputation, then it needs to address SMM</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">SMM is New</div> <div class="flash-flex">Wrong!<br /> WOM is not new. Long considered marketing’s “Holy Grail”<br /> Technology and media are changing the role of social, behavioral, and economic concepts in modern marketing<br /> Conversations were always happening; but now they are public, online, and viewable for the indefinite future</p> <p>Consumers are already on social sites, talking about businesses on their Facebook pages, blogs, and Twitter accounts, whether a business acknowledges this or not.</p></div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">SM is too Time-Consuming</div> <div class="flash-flex">Wrong! It can be time consuming, but too time consuming?<br /> Ways to limit the time investment in SMM:</p> <p>Leverage efficiency tools to streamline social media efforts<br /> Use mobile devices to boost efficiency<br /> Look for underutilized employees who can spend some of their time on social media marketing – IF they are qualified.</p></div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">SM is Free</div> <div class="flash-flex">Wrong! Most sites do not have a usage fee, yet costs include:<br /> Time and resources<br /> Fees for producing and creating content<br /> Fees for consultants or agencies involved in building and executing the social media strategy</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Why is Social Media Marketing Different?</div> <div class="flash-flex">Traditional Approach<br /> Control content seen by audience<br /> One-way communication<br /> Domineering approach</p> <p>Social Media Approach<br /> Emphasizes audience contribution<br /> Two-way communication<br /> Discussion approach</p></div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">What are the Characteristics of a Successful Social Media Marketer?<br /> Careers in Social Media Marketing</div> <div class="flash-flex">Ask yourself!</p> <p>Spending on SMM will have massive growth 2009 – 2014<br /> Demand for SM marketers is increasing dramatically<br /> Majority of jobs in SMM are freelance rather than full-time<br /> First step toward landing a SM job: getting involved</p></div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">What is a Social Media Marketing Plan?</div> <div class="flash-flex">A social media marketing plan details:</p> <p>1. A company’s social media goals; and<br /> 2. The actions necessary to achieve them.</p></div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Explain the Social Media Marketing Planning cycle.</div> <div class="flash-flex">Full Circle:<br /> -Listening to what consumers & competitors are saying<br /> -Setting goals by identifying the behavior, tastes, needs, and location of the target audience<br /> -Defining strategies must be done on a case-by-case basis<br /> -Identifying the target audience (market)<br /> -Selecting tools where the target audience resides<br /> -Implementing through well-defined tactics<br /> -Monitoring social media marketing initiatives<br /> -Tuning and improving the elements of the plan</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">SMMP: Step 1: Listen and Observe: Five Stages</div> <div class="flash-flex">Listen to conversations about a brand or company<br /> Listen to what people say about the competitors<br /> Listen to what people say about the industry or category<br /> Listen for the tone of the community<br /> Listen to different social media channels<!-- begin banner --> <div class="banner banner_lg"> <div class="banner__content"> <div class="banner__text"> <div class="banner__top">Let us write you a custom essay sample on</div> <div class="banner__title">Electronic Marketing</div> <div class="banner__price">For Only $13.90/page</div> </div> <a onclick="ga('send', 'event', 'CTA', 'click', 'custom topic');" href="https://essays.studyhippo.com/?login-first=1&utm_source=studyhippo.com&utm_campaign=sample_page&utm_medium=ch_z&utm_term=order_now_before_the_last_paragraph&utm_content=login-first" rel="nofollow" class="banner__link">ORDER NOW</a> </div> </div> <!-- end banner --></p> <p>Don’t jump into online conversations / groups to make a sales pitch<br /> Example: an insurance salesperson at a house party<br /> Don’t plug your company: consumers would rather speak with each other than listen to a company’s intrusive sales pitch<br /> Instead, listen first to what is being said. Efficiency tools can help:<br /> Social Mention<br /> Google Alerts</p></div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">SMMP: Step 2: Setting Goals</div> <div class="flash-flex">Define the desired outcome. Some common goals relate to:</p> <p>brand building<br /> increasing customer satisfaction (ie customer service)<br /> driving word-of-mouth (WOM) recommendations<br /> producing new product ideas / consumer feedback<br /> generating leads for new relationships / new sales<br /> handling crisis-reputation management<br /> integrating social media marketing with PR<br /> SEO / SERP position</p></div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">SMMP: Step 3: Determining Strategies</div> <div class="flash-flex">Key considerations when setting SMM strategies:</p> <p>What are the overall goals?<br /> What was learned from listening?<br /> How do people feel about a company, product, service, person, or issue?<br /> How are competitors using social media platforms?<br /> Which media platforms appear to be the most viable in order to achieve social media marketing goals?<br /> Where does a company’s target audience hang out, and what do they do there?<br /> How can this information be used to identify strategic opportunities?<br /> What best practices can be applied?<br /> Goals may change . . . be flexible</p></div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">The Eight C’s Of Strategy Development</div> <div class="flash-flex">1. Categorize social media platforms by target market relevancy<br /> 2. Comprehend the rules of the road on the platform by listening and learning how to behave and engage participants<br /> 3. Converse by responding to other users of the platform, always remembering to be a contributor, not a promoter<br /> 4. Collaborate with platform members as a means of establishing a mutually beneficial relationship with the platform participants<br /> 5. Contribute content to build reputation and become a valued member, helping to improve the community<br /> 6. Connect with the influencers so that you can enlist them to help shape opinions about your product or service<br /> 7. Community participation (& creation) elicits valuable consumer suggestions for improving (or new) products<br /> 8. Convert strategy execution into desired outcomes such as brand building, generating leads, SEO, or other goals</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">HubSpot Gets Results from Strategic Social Media Marketing</div> <div class="flash-flex">-The primary objective of HubSpot’s social media marketing campaign is to generate leads. HubSpot makes an effort to know its customers as people, essential for creating appealing content.<br /> -HubSpot uses a large number of social media tools because “different people like different kinds of content”. The campaign is complete with calls to action in each channel.<br /> -The result: a conversion rate of 5%. HubSpot’s success shows how taking a strategic approach to social media can produce solid business results.</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Linking Goals with a Call to Action</div> <div class="flash-flex">In order to measure success, you need to clearly define what someone’s desired action would be<br /> There are different calls to action for each aspect of a social media strategy<br /> There may be a series of calls to action that increase the engagement level with the consumer<br /> Your call to action should flow naturally from marketing goals<br /> Getting to the sale is the final step in a chain of actions</div> </div> <div class="flash-flex"> <div class="flash-flex hw-first-col"></div> <div class="flash-flex hw-central-block">Self-Promotion vs. Building an Army of Advocates</div> <div class="flash-flex">Benefits of “brand advocates” over self-promotion:<br /> -Brand advocates will talk to their friends<br /> -They produce natural positive recommendations from people who never need to be compensated<br /> -These relationships pay dividends of goodwill and increased sales well into the future<br /> -Having honest, regular people who are not employed by the company defend the brand can improve bad situations</div> </div> <div class='yarpp-related'> <h3>Related posts:</h3><ol> <li><a href="https://studyhippo.com/marketing-chapter-17-3-questions-on-test/" rel="bookmark" title="Marketing Chapter 17 (3 Questions on Test)">Marketing Chapter 17 (3 Questions on Test) </a></li> <li><a href="https://studyhippo.com/topic-12-social-media-marketing/" rel="bookmark" title="Topic 12: Social Media Marketing">Topic 12: Social Media Marketing </a></li> <li><a href="https://studyhippo.com/chapter-9-e-active-marketing/" rel="bookmark" title="Chapter 9-E-active marketing">Chapter 9-E-active marketing </a></li> <li><a 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