Social Media Marketing – Chapter 19 – Flashcards
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What is social media?
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Any tool or service that uses the Internet to facilitate conversations
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Implications for marketing from social media
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must realize that we often do not control the content on social media sites, word of mouth is impacted, marketers can listen to conversations, more sophisticated methods of measuring interactions, and allows for more direct and meaningful conversations
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Social Media Tools and Platforms
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Social Networks, blogs, microblogs, and 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, and have conversations
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it is up to the marketers to decide if engaging in those conversations will be ________ and to find the most effective method of _________ the conversation
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Profitable, entering
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Social media allows marketers to...
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have conversations with consumers, forge deeper relationships, and 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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Using consumers to develop and market product.
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Crowdsourcing
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Categorizing Media Types
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Paid Media, Owned Media, and Earned Media
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The first action a marketing team should take when initiating a social media campaign is simple:
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Listen
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the process of identifying & assessing what is being said about a company, individual, product, or brand
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Social Media Monitoring
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without objective
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Stage 1 of Effective Listening
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tracking brand mentions
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Stage 2 of Effective Listening
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Identifying market risks and opportunities
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Stage 3 of Effective Listening
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Improving campaign efficiency
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Stage 4 of Effective Listening
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Measuring customer satisfaction
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Stage 5 of Effective Listening
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Responding to customer inquiry
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Stage 6 of Effective Listening
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Better understanding of customers
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Stage 7 of Effective Listening
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Being proactive and anticipating customer demands
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Stage 8 of Effective Listening
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Monitor what is being said about the brand. Develop a listening strategy.
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Listen and Learn
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Open dialogues with stakeholders. Answer customer questions candidly.
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Build relationships and awareness
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Get customers talking about products and services.
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Promote products and services
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Respond to comments and criticisms. Participate in forums and discussions.
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Manage your reputation
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Seek out displeased customers and engage them directly to solve issues.
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Improve customer service
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Social media objectives
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Learn, build relationships, promotion, manage reputation, improve customer service
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Marketing goals for social networking sites
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Increasing awareness, Targeting audiences, Promoting products, Forging relationships, Highlighting expertise and leadership, Attracting event participants, Performing research, Generating new business
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Social media metrics
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Buzz, Interest, Participation, Search Engine Ranks & Results, Influence, Sentiment Analysis, and Web Site Metrics
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Categories of Social Media Users
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Creators, Critics, Collectors, Joiners, Spectators, Inactives
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Those who produce and share online content like blogs, Web sites, articles, and videos.
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Creators
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Those who post comments, ratings, and reviews of products and services on blogs and forums.
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Critics
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Those who use RSS feeds to collect information and vote for Web sites online.
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Collectors
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Those who maintain a social networking profile and visit other sites.
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Joiners
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Those who read blogs, listen to podcasts, watch videos, and generally consume media.
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Spectators
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Those who do none of these things.
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Inactives
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post status updates on social networking sites and microblogging services such as Twitter.
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Conversationalists
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Consumer & Corporate-Generated Content
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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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A publicly accessible Web page that functions as an interactive journal, whereby readers can post comments on the author's entries.
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Blogs
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Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company's employees.
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Corporate Blogs
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Independent blogs that are not associated with the marketing efforts of any particular company or brand.
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Noncorporate Blogs
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blogs with strict post limits. useful for disseminating news, promoting longer blog posts, sharing links, announcing events, and promoting sales
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Microblogs
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allow individuals to connect - or network - with friends, peers, & business associates.
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Social Networking sites
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Web sites that allow users to upload and distribute multimedia content like videos and photos.
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Media Sharing Sites
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Web sites that allow users to decide which content is promoted on a given Web site by voting that content up or down.
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Social News Sites
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Web sites that combine the fun of social networking with the utility of location-based GPS technology
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Location-Based Social Networking Sites
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Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services.
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Review Sites
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According to Nielsen Media Research, more than __________ of consumers said they trusted online consumer opinions.
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70 PERCENT
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include massive multiplayer online games (World of Warcraft) and online communities (Second Life).
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Virtual Worlds and Online Gaming
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Almost __________ people participated in some sort of virtual world experience; annual revenue near __________; Nearly __ percent of people play games within social networking sites.
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800 million, $1 billion; 25
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More than __% of U.S. mobile phone owners now own a smartphone; Android & Apple iOS dominate the smartphone operating systems with a combined __%; U.S. mobile marketing spending reached nearly $_________ in 2012
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60, 93, 6.7 billion
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Reasons for mobile marketing popularity
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Lowers barriers to entry, consumers acclimating 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 Web Sites, Mobile ads, bluetooth, and smartphone apps
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The Social Media Plan
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1) Listening Stage 2) Set Social Media Objectives 3) Define Strategies 4) Identify the Target Audience 5) Select the Tools & Platforms 6) Implement & Monitor the Strategy
