What is Social Media Marketing?
-Uses of social media portals to positively influence consumers towards a website, company, brand, product service, or a person.
-Based on conversations and encourages users participation and dialogue
-The end goal of SMM is an engaging “conversation” that leads to a desirable consumer action
-The most successful SMM campaigns fully engage and respect the users
Careers in Social Media Marketing
2. Careers in Social Media Marketing
• The biggest growth for social media is expected to come from the B2C service sector
• “Over 70% of respondents said their company is planning NEW social media initiatives in 2010”. 71% said they would do those social media initiative “internally”, suggesting that many companies will need to hire additional social media marketers soon.
o Jet Blue- hiring people internally who are already active on social media in their personal lives
• The demand from social media marketers is likely to increase in the near future
• Currently a majority of the jobs are freelance
• On the upside, hourly rates can be high- $200/hr and more
• The median yearly pay for a social media marketer (in Washington DC.) is $64,000, with those in the 75% earning an average of $103,500/year.
• Professional bloggers can be paid between $10 to $200/post, depending on the length and content.
• The biggest money can be found in consulting- these types of jobs are typically offered only to seasoned professionals who have demonstrated results in the past.
• Companies are looking for “power-users” who already have influence in the world of social media.
Social Media Marketing Planning Cycle

(8 of them)• listen to conversation about the brand or company

• Listening
o What people are saying about a company enables the organization to determine its current social media presence, which in turn guides the setting of social media goals and strategies to achieve them
o Competitive intelligence
o Find out what people are already talking about before becoming part of the conversation
• Setting Goals
o By pinpointing the location, behavior, tastes, and needs of the target audience
• Defining objectives and strategies
o Must be done on a case-by-case basis
o The 8 C’s of the Strategy development provide guidelines to help an organization reach its marketing goals
• Identifying your Target Audience
• Selecting tools
o Where the target audience resides and then focusing the company’s social media efforts on those platforms
• Implementing
o The process whereby the goals, strategies, target markets, and tools are taken into consideration in creating actionable social media platforms through well-defined tactics
• Monitoring
o The process of tracking, measuring, and evaluating an organizations social media marketing initiatives
• Tuning
o Constant and continuous process of adjusting and improving the elements of the plan to maximize the chances of success
Listen to Conversations About a Brand or Company
• listen to conversation about the brand or company
• listen to what people say about the competitors
• listen to what people say about the industry or category
• listen for the tone of the community
• Listen to the different social media channels
Setting goals
• Goals must be flexible in the light of new developments while engaging in social media
• The most popular uses for social media include:
o Brand awareness and brand building
o Acquisition of new customers
o Introduction of new products and service
o Retention of current customers
o Market research
• The key in defining goals is to understand what will be accomplished through social media
Social Media Marketing Goals
• Driving word-of-mouth recommendations
• Producing new product ideas
• Handling crisis reputation management
• Integrating SMM with PR and Advertising
• Generating Leads
Determining Strategies
• Key considerations when setting social media marketing objectives and strategies
o What are the overall goals?
o What was learned from listening?
• How do people feel about a company, product, service, person, or issue?
• How are competitors using social media platforms?
• Which media platforms appear to be the most viable in order to achieve social media marketing goals?
• Where does a company’s TA hangout, and what do they do there?
• How can this information be used to identify strategic opportunities?
o What best practices can be applied?
o Goals may change… be flexible
Call to Action
• The action that you want someone to take at each stage of your marketing campaign
• In order to measure success, you need to clearly define what someone’s desired action would be
• There may be different calls to action for each aspect of a social media strategy
• Your call to action should flow naturally from your marketing goals
• Getting to the sale is the final step in a chain of action
Identifying your Target Audience
-A group of consumers company has decided to organize its marketing strategies around to reach with their message
-Personas: simplify the audience into groups based on:
-Demographics and psychographics
-Constraints (technological limitations, a language barrier, or even vision impairment)
-Behavioral triggers including needs and wants
-Each persona will have a different set of interest, needs, and communication styles
Determining the Target Audience
Three sets of personas exist in the overall market:
-Personas with a need that the product being marketed satisfies
-Personas with enough money to purchase the product
-Personas generally interested in receiving information about new products
Social Technographics Ladder
-Uses demographics such as age, location, and gender to group social media users into personas based on their social media activities:
What does the Target Audience talk about?
-Identifying what the TA wants to talk about is a crucial in order to devise content that its members will respond to
-In order to develop relationships with the customer community, it is necessary to fit in with the conversations and to sounds “natural”
-Building common ground with the audience members by sounding like one of them in a solid strategy when crafting marketing messages
Rules of Engagement
-Social media involves discussions between real people about the issues or products that they care about
-These conversations are not about the particular brand a social media marketers is hoping to promote
-One must earn people’s attention, and that means playing by generally accepted standards
-Treats a person’s social media properties as through they were the individuals online homes.
Benefits of “brand advocates” over self-promotion
-Brand advocates will talk to their friends.
-They produce natural positive recommendations from people who never need to be compensated
-These relationships pay dividends of goodwill and increased sales well into the futures
-Having honest regular people who are not employed by the company defend the brand can improve bad situations
Permission vs. Interruption Marketing
-Interruption marketing- old media or traditional marketing relies heavily
-Permission marketing- consumers consent to being marketed (social media)
Initial Entry Strategy: Passive vs. Active
• Passive: Search out mentions of your business, its competitors, and the category or industry; listen to what people are saying and respond to start a conversations
• Active: Crease and build social media profile, connect with key influencers; and engage by starting or participating in conversation
Principles of Success
o Participatory- interact with the community answer questions, and thank those who respond
o Authentic- people do business with others they know, like, and trust
o Resourceful- present useful and relevant content or helpful information
o Credible- building a reputation for knowledge and expertise in the field, and building a brand’s trustworthiness
Rules of Engagement
Defining Social Media Marketing Ethics
• Generally speaking, the same codes of ethics that applies to traditional marketing can be applied:
o Honesty, privacy, respect, responsibility, acknowledge, apologize, act
• In a situation in which ethical standards could possible be breached , it is best to err on the side of caution to avoid a potentially unethical action
• Even if questionable decisions seem like the only option, it is better to spend time doing more research and use creativity to solve the problem instead.
• It is better to learn through trial and experience rather than cut career short by using unethical practices.
Global Perspective
• Depending on their culture as well as personal preferences, different people varying standards of contact
• Expressions, proverbs, or folksy saying that are clichés to a domestic audience may be familiar to an international one
• To avoid confusion, it is best to make messages polite, concise, and direct
• Achieving familiarity with online translation will broaden the audience with whom a social media marketer can interact

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