MKTG 18 – social media and marketing – Flashcards
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social media
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any tool or service that uses internet to facilitate conversations
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social media tools and platforms
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social networks, blogs, microblogs, media sharing sites
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at the basic level, social media consumers want to
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exchange information, collaborate with others, have conversations
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ways of consumers use social media
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social networking, video sharing, photo sharing, communication blog tracking
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Social commerce
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a subset of e-commerce that involves interaction and user contribution aspects of social online media to assist online buying and selling of products and services Examples: Pinterest lets users collect ideas and products from all over the web. Other users browse boards by theme, keyword, or product. Similar social commerce sites such Amazon.com, Groupon
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one way that companies are leveraging (holding) social commerce traffic is by
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running promotions
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the purpose of running promotion
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undermine the authenticity that many consumers rely on when using social commerce sites. But also keep in mind that some companies hope to cultivate authentic relationship by staying away from promotions, such as Whole Food
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social media and integrated marketing communications
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social media used in marketing communication activities such as advertising, public relations, and sales promotion
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social media allows marketers to
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have conversations with consumers, forge deeper relationships, build brand loyalty
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social media allows consumers to
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connect with each other, share opinions, and collaborate on new ideas according to interests
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crowdsourcing
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using consumers to develop and market products describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people. For example, Talent House is offering up the crowd to help musicians fulfill all sorts of needs
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media types
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owned media, earned media, and paid media
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owned media
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online content that an organization creates and controls. facebook, twitter page. YouTube channel.
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earned media
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a public relations term connoting free media such as mainstream media coverage. viral video, retweets, comments, etc. Earned media is like word of mouth spread online
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paid media
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content paid by a company to be placed online. Display advertising, paid search words, advertisements purchased on Facebook
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key guidelines to leverage three types of media
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1. they must maximize owned media by reaching out beyond their existing websites to create portfolio of digital touch points 2. must recognize that aptitude (a natural ability to do something) at public and media relations no longer translates into earned media 3. marketers must understand that paid media are not dead but should serve as a catalyst to drive customer engagement
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the listening system
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the 1st action a marketing team should take when initiating a social media campaign
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social media monitoring
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the process of identifying and assessing what is being said about a company, individual, product, or brand
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social media objectives
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listen and learn build relationships and awareness promote products and services manage your reputation improve customer service
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listen and learn
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monitor what is being said about the brand and competitors
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build relationships and awareness
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crowdsourcing, engage in conversations, and answer customers' questions
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promote products and services
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to get customers talking about products and services
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manage your reputation
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responding to comments and criticism that appear on blogs and forums
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improve customer service
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search out displeased customers and engage them directly
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social media metrics (to measure social media's value)
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buzz, interest, participation, search engine ranks and results, influence, sentiment analysis, website metrics
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buzz
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volume of consumer - create buzz for a brand
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interest
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number of "likes", fans, followers
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participation
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number of ratings, subscriptions, page views, retweets, uploads, posts
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search engine ranks and results
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increases and decreases on searches and changes in keywords
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influence
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such as media mentions. Influences of bloggers or customers reached
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sentiment analysis
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positive, neutral, and negative sentiment, trend of sentiment, and volume of sentiment
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website metrics
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clicks, click through rates, and % of traffic
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6 categories of social media users
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creators, critics, collectors, joiners. spectators, inactives
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creators
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produce and share online content
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critics
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post comments, ratings, and reviews
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collectors
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collect information and vote for websites online
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joiners
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maintaining a social networking profile and visit other sites
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spectators
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read blogs, listen to podcasts, watch videos, generally consume media
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inactives
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do none of the things above
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social media tools
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blogs, microblogs, social networks, media sharing sites, social new sites, location-based social networking sites, review sites, virtual worlds and online gaming
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blog
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a publicly accessible web page that function as interactive journal, whereby readers can post comments on the author's entries
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corporate blogs
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are sponsored by a company or one of its brands and are maintained one or more of the company's employees
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noncorporate blogs
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independent and not associated with the marketing efforts of any particular company or brand
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microblogs
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are blogs that exchange smaller posts than traditional blogs, twitters
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social networking sites
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allow individuals to connect or network with friends, peers, and business associates
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media sharing sites
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allow users to upload and distribute multimedia content like videos and photos. Flickr, Picasa, Twitpic, Photobucket, Facebook, Podcasts
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social news sites
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allow users to decide which content is promoted on a given website by voting that content up or down
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location-based social networking sites
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combine the fun of social networking with the utility of location based GPS technology. Users of Foursquare can write and read short reviews and tips about business, organize meet-ups, and see which Foursquaring-using friends are nearby
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review sites
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websites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services. Amazon.com, EBay, Yelp
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virtual worlds and online gaming
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present additional opportunities for marketers to engage with consumers. a growing trend among mobile games is to use mobile ads to generate revenue for the game-makers
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MMOGs
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massive multiplayer online games. Social and real-world-like titles are the most appropriate for marketing and advertising, and promotions typically include special events, competitions, and sweepstakes
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reasons for mobile marketing popularity
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low barriers to entry, consumers acclimating (accustomed to a new climate) to privacy and pricing, capturing consumer attention in real time, measurable, and higher response rate than traditional media types
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common mobile marketing tools
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SMS, MMS, mobile websites, mobile ads, bluetooth, smartphone apps
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SMS
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short message service
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MMS
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multimedia messaging service
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Mobile websites
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websites designed specifically for viewing and navigating and mobile devices
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mobile ads
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visual ads integrated into text messages, applications, and mobile web sites. Mobile ads are often sold on a cost-per-click basis
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Bluetooth marketing
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a signal is sent to Bluetooth-enabled devices, which allows marketers to send targeted messages to users based on their geographic locations
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smartphone apps
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software designed specifically for mobile and tablet devices
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new field communication aka NFC
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uses small chips hidden in or behind products that when touched by compatible devices, will transfer the information on the chip to the device. NOOK app of Barnes & Noble
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characteristics of apps
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harness mobile technology, platform-specific or convert existing content to mobile format, can generalize buzz and customer engagement
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characteristics of widgets
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aka "gadgets" or "budgets", run with existing online platforms, cheaper to develop, extend reach beyond existing platforms
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6 stages involved in creating an effective social media plan
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listening stage set social media objectives define strategies identify the target audience select the tools and platforms implement and monitor the strategy
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set social media objectives
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set objectives that can be specifically accomplished through social media, with special attention to how to measure the results
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define strategies
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include examining trends and best practices in the industry. Identify the target audience, pay special attention to how that audience participates and behaves online
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select the tools and platforms
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choose the social media tools and platforms that will be most relevant
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implement and monitor the strategy
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social media campaigns can be fluid, so it is important to keep a close eye on what is successful and what isn't
