IMC chapter 9 – Flashcards
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social media
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digital tool or venue that allows for social interaction
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social network
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social structure of individuals or organizations
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social media marketing
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utilization of social media or social networks to market a product, company, or brand
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general social networking
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sites are broadly based and are designed to appeal to all demographics. Facebook is an example.
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niche social networking sites
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focus on a specific topic, hobby, interest or demographic group. LinkedIn is an example of a business niche site. Subcategories of niche sites include business, family and lifestyle, dating, special interests, hobbies, and shopping
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social bookmarking sites
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allow individuals to share bookmarks of their favorite websites
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social media users
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Facebook- 67% twitter - 16% pinterest- 15% instagram- 13% Overall, females utilize social media more than men, and 42% of online consumers use multiple social networking sites.
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Facebook
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is the largest social media networking site with 1.2 billion users worldwide. In terms of advertising, Facebook generates $2 billion per year and has 17.7% of display ads. Demographically, teens are deserting Facebook, a decline of 25% in the past 3 years. At the same time the number of seniors, 55 and older, has increased 80% to 28 million. Usage is concentrated on a small percentage. Only 10% update their status daily, 4% more than once a day, and only 15% make comments daily.
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Facebook vs twitter
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Facebook is more effective than Twitter. Facebook generates 10 times more shares, 20 times more site traffic, and 20 times more new customers. The primary reason for this is that Facebook offers two-way communication while Twitter tends to be one-way communication.
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Twitter
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a micro-blogging service that allows individuals and companies to send tweets with a maximum of 140 characters per message. Approximately 41 percent of users are minorities, with African-Americans the largest minority group. The number of Hispanics is also high. Twitter can be an effective tool for brands to reach consumers with a message. It can also be used to listen to what consumers say about a brand. Twitter can be an effective means of marketing for small businesses.
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youtube
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By 2017 YouTube is expected to have more views, likes, and shares than Facebook or Twitter. The previous slide highlighted the current trends in video sharing. Consumers produce the vast majority of videos on YouTube. For instance, for Covergirl and Revlon, 99% of videos viewed are fan-produced. A new trend is consumers re-creating broadcast ads, such as the Swiffer ads. Some follow the script of Swiffer, others create a variation of the script. Rather than access websites or technical support, many consumers access YouTube to watch how-to videos and repair videos. Brands must monitor fan-created videos. Companies may want to support positive videos. Negative videos may require a response, or they can serve as learning tools.
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instagram
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is a mobile photo and video sharing website owned by Facebook. It has 200 million plus users, 60% who tend to visit daily. Users tend to be young, wealthy, and female. Popular marketing tactics include photo and/or video contests and the crowdsourcing of photos. Consumers are also uploading personal photos wearing branded clothing. These are then uploaded to a brand's page or links are provided from the brand's website.
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pinterest
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Pinterest is a bulletin-board style social networking site with over 70 million users, 70% of which are females. Popular topics are fashion and food.
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reasons for social media marketing
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Engage fans Increase brand exposure Avenue for customer interaction Increase traffic Generate leads Enhance brand image Improve search rankings Gather customer intelligence Develop loyal fans Increase sales
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reasons for social media marketing
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Social media can drive traffic to a website by providing the URL in social media content. For business-to-business operations, social media can generate leads that can be followed up by sales staff. To enhance a brand's image, social media must do more than offer communication opportunities. Brands must solve consumer problems, provide information, and offer insights into product usage. According to JD Powers, online interactions impact brand perceptions, either positively or negatively.
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reasons for SMM
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Social media can boost organic search rankings in two ways: 1) brand name mentions in social media and 2) content or comments in social media that fit search terms. In the first case, search engine algorithms examine brand mentions in social media as part of determining search rankings. In the second case, the quality of search results is enhanced if the comment or content fits the search terms.
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customer intelligence
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involves social listening or listening to social chatter. It provides insight about customer thoughts, both negative and positive. Most comments are honest and reveal what individuals think. Occasionally, social buzz requires a brand reaction, such as the case with General Mills. A Cheerios ad featured a mixed-race marriage. When posted to YouTube, the ad received a large number of views and some negative, racist comments. General Mills believed these comments represented a minority so disabled the comment feature, but did not discontinue the ad.
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social listening
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allows a firm to react to negative comments made by individuals. Social listening can be used to detect problems with the product. It can also be used to gather ideas for branded content because it will show problems people are facing. Social listening can be used to detect consumer behavior patterns or shifts in consumer views and to predict trends. Lastly, social chatter can identify brand advocates, individuals who really love a brand.
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brand advocates
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The majority of customers do not make comments about a brand on social media. Nearly all social buzz is generated by 4.7% of fans. Some say it is 20%, but the idea is that a small percentage generates most of the buzz. These brand advocates should be recruited. Characteristics of brand advocates are behavioral commitment to the brand, emotional connection to the brand, and quality communication skills.
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increase sales and build brand loyalty
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should be secondary goals of a social media marketing program. Engaging consumers with the brand should be the primary reason. A study by Coca-Cola found no relationship between social buzz and sales. But, for mega brands like Coca-Cola, social media is not an option, it is a must. A study by McKinsey & Co. found negative buzz about a telecom company caused an 8% decline in sales.
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social media strategies
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Content seeding Real-time marketing Interactive blogs Consumer-generated reviews Viral marketing
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content seeding
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Just as plants grow from seeds, marketers can plant seeds that consumers will then share with others. Financial incentives are the most common and have the best track record of working. Coupons, rebates, and contests are often used. Occasionally, a mistake can be a seed for a brand. That happened with JC Penny during the Super Bowl. Value-added incentives used by brands include some type of exclusive information or benefit. Cause-related marketing appeals to consumer altruism.
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real time marketing
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is the creation and execution of an instantaneous marketing message in response to or during a live event. It began as a legitimate strategy in the 2013 Super Bowl when Oreo cookies sent out a tweet during a blackout. Now brands have "war rooms" where company experts gather during a live sporting event. War rooms look for opportunities to create and send out marketing messages. To be successful, however, there needs to be upfront strategic planning as well as policies and rules governing real-time marketing messages. A natural event, such as a snowstorm, can also be used for real-time marketing.
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interactive blogs
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The Internet provides a platform for consumers to vent their feelings. In the past, a dissatisfied customer told 12-15 friends and relatives, now he/she can tell thousands or even millions via social media. Satisfied customers also have the opportunity to share their feelings. Interactive blogs allow visitor comments. By doing so, brands have a higher level of risk since they cannot control what individuals post. Decisions do have to be made, however, on how the brand will handle negative comments.
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types of interactive blogs
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Brand blog Individuals sponsored by a brand Individual speaking about a brand
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company sponsored blogs
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number of companies have developed blogs for their customers and consumers to visit. Having a company-sponsored blog reassures shoppers and gives them a glimpse of how the company deals with customers. It is an avenue for the company to release new information and for customers to voice opinions. Most importantly, the company controls the website, so it has an opportunity to respond to complaints. It is important to be honest and not suppress negative comments.
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personal blogs
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can be sponsored by a brand. New FTC regulations require that if a blog is being sponsored by a brand, the blogger must reveal this information on the blog. Since the blog is sponsored by a brand, bloggers have limited freedom to make comments if they want to retain the sponsorship and visitors' comments are also often tempered. Blogs where individuals speak about a brand have the most freedom for bloggers as well as visitors. These blogs can be a good way for a brand to learn what people think. Brands can also post comments or ask questions.
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consumer generated reviews
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have grown in popularity. The leader is Amazon.com., which provides reviews on most books and items sold. Amazon encourages customers to write reviews for other customers. Best Buy also offers customer reviews on various brands. Customer reviews are a good way to reach early adopters. Customer reviews can have some negative implications if a company or brand receives negative reviews and low-star ratings. This information can be used for developing marketing plans, modifying products, and creating service strategies. Customer reviews have driven companies to focus more on consistent product quality.
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viral marketing
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involves passing along a marketing message to others in some way. It can be through an e-mail or on a blog. It is form of word-of-mouth endorsement. Viral messages can be advertisements, hyperlinks to promotions, online newsletters, streaming videos, or games.
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keys to successful viral marketing
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requires a focus on the product or business. Viral marketing needs to be related in some way to the brand. The business must seriously think about why individuals would want to pass the message along. What makes the message unique or different? It has to be fun and cause a person to say, "I've got to send this to my friends. They have to see it." An incentive can be offered, but that does not always work because it is seen as a sales trick. The viral message should be personal in some way. It is important to track results and analyze the data to see what worked and what didn't, and what people did with the viral message.
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why consumers follow brands
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Keep up with activities Learn about products or services Sweepstakes or promotion Provide feedback Join community of fans Make purchases To complain
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true
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This slide shows how likely each website or social media network is to influence a purchase decision. Of the social networking sites, Facebook has the most influence followed by YouTube and LinkedIn. Pinterest, Twitter, and Instagram have the least influence on purchase decisions.
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brand buzz
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is the number of times a brand receives a mention in social media
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sentiment
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refers to whether the buzz was negative or positive.
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reach
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is the number of fans, friends, or followers a brand has on social media. Likes on Facebook is often measured. With Twitter, the number of tweets is important, but most brands put greater emphasis on retweets. Brands want to measure how much website traffic is generated from the various social media networks being used
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clickthroughs
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measure how many individuals clicked on a brand message in social media to go the brand's website.
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growth
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is a measure of the number of likes tracking over time.
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engagement
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is the number of likes, comments, and shares which illustrates how engaged fans are with the brand's Facebook page.
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total reach
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is the number of people who viewed the Facebook content.
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true
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Tracking the popular posts provides input on content that is the most popular. Budget spent is a good measure, especially when compared to leads, sales, engagement, and reach. The last two measures are the number of leads generated and the sales, both in dollar value and number of customers.
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international implications
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Social media is worldwide with users from almost every country. Facebook has more users outside the United States. Companies face three challenges - language differences, social norms, and technological issues.
