Ch.5 social media in advertising and marketing

Editor's Notes

• #4: Social media is defined as interactive 2 way consumer and brand communication. Advertising is commonly defined as paid, one way promotional communication. Online advertising however becomes more about connections and conversations. Social media is starting to pretty much mesh together with traditional media advertising and marketing plans to be able to reach a larger audience. The reason social media is so unique is bc of its relationship building. AN example of this would be Earned exposure, is when customers express their positive experiences to other social media sites for reviews. How many of you guys have looked at the reviews about a product or company before deciding if you were going to invest in that item?Anybody have any examples (Or even when people review things on youtube like hair products or makeup) Well I do, so whenever I download something off of the app store I always read the reviews before I download it, even if the app is free I read the reviews bc I don’t want to waste my time and download and app that’s trash and then have to delete it later)....
• #5: -The ultimate goal in most advertising and marketing campaigns is to convert people through a conversion process. The conversion process is when someone has an initial interest that changes into the actual purchase of a product or service. -The conversion process begins with Customer Care, the company would hire a team to specifically address complaints and resolve them. Risk Management is the careful use of disclaimers, which is whether or not you can just post something or does it need legal review first . Content Maximization is to take a step back and think about how you can get consumers to engage with you. And lastly Analytics are a great way to gather data about your consumers and check your progress.
• #6: The advertising and marketing industries experienced exponential growth, as companies were marketed through commercial mass media like radio and television. There has been a huge online shift where consumers now expect trustworthy online information and answers. Success flows to organizations that inform, not promote. Adopting this type marketing uses data to determine what consumers want, and then it offers planning and social media strategies that attempts to account for ROI, Return on Investment. ROI measures the gain or loss generated on an investment.
• #7: A professor at Michigan State and Notre Dame, named Jerome McCarthy, developed the 4 P’s of the marketing mix. Product refers to goods, services, and support. Price is about the cost of something, including money and time. Place refers to either a point of sale, or other things like geography, demographic target or sales experience. Promotion is about advertising, publicity, and branding. This model helps companies ask the right questions in development of a plan.
• #8: McCarthy’s marketing focus was on individual cognitive steps in the process: motivation, investigation, organization, and utilization. The idea that selling and advertising were now viewed as negative words cultivated an idea that we produce and consume. Marketing then became a promotional challenge of informing, persuading,and reminding environment.
• #9: Word of mouth is when consumers tells their friends and family what they think about a product. It is one of the most powerful forms of marketing because it is more credible because it comes straight from the consumers themselves. And now it has become even more popular because of the internet. It has transformed into Electronic word of mouth or EWOM. These things range from blog posts, reviews on websites, to comment sections. EWOM has even been connected to cognitive dissonance and other traditional psychological concepts to explore untruthful and negative truthful comments. Social media content sharing involves complex psychological and sociological engagement processes that may be related to branding.
• #14: When companies utlitlize social media strategic planning, there are four businesses considerations for the company to consider. Value creation, sources of competency, target market, and revenue. Value=created through succesful brand positioning within the market. Competency= example: branding is form of competency. Target market=who your are selling to. It is important for companies to have teams developing social media plans that guide responses during a crisis, but also direct the general purposes and goals of ongoing engagement.
• #15: Impressions: awareness of information, such as from seeing it during a search. An advertising buyer may bid on a sponsored search keywork that matches a user search and produces a high page ranking. Consumer point of entry is created, and a click through rate (CTR) may be measured as the number of clicks divided by impressions. CTR’s are in decline from the height of an era of searching for online content, now that is being replaced by socia media constantly pushing out content.
• #16: SERP: search engine result placements, website and content creators can control these. Beyond links, social media actvitiy such a likes, favorites, and comments may be influential to SEO
• #17: Most of what we call advertising and marketing is based on the goal of converting consumers of media and information into customers of products or services. The consumer process may begin with an online search that leads to social media engagement. (Point 2) In order to be effective, these keywords must surface in spcific screen locations identified through “eye tracking patterns” research. Paid search is typically most effective when it appears at the top of the page or on the left side: Hot areas for consumers who read left to right. (Point 3) example, likes and fans don’t give meaningful marketing context, and friends post shares are more likely to be seen on a news feed than a companies.
• #27: We can better understand the relationships between consumers and brands by having a review section on the website, reading what consumers are messaging the company on twitter, instagram, and facebook. Also by having polls on social media sites to see how they feel about certain things. Just interacting with consumers in general will help better the relationship. The most important benefit would be that the company would know exactly what the consumer does or does not like about them or want from them. A constraint would be that when dealing with social media in general it could completely backfire and turn into a disaster. Risks for behavior such as this include people not being able to differentiate that brand from others. If your advertising is within the context of a traditional news story, it is likely the consumer will not be moved to act based on the marketing material presented to them. Within the next, it is stated that “only outstanding content can cut through the noise”, which means only that which pops to the consumer is going to truly catch their attention. Anything else is nothing more than white noise to the average consumer watching your content. Brands can leverage the importance of social media interaction with consumers by incentivizing the usage of social media as a way to interact with the company. Things such as contests, giveaways, and prizes all encourage consumers to interact with a company on a potentially regular basis. Relating to the desired audience is also a method of leveraging the importance of social media. Companies such as Wendy’s often utlilize twitter to post things relating to pop culture or make jokes directed at their competition. Content such as this garners retweets and likes, and spreads around the internet like a virus. This boosts customer-company relations and puts a particular company, Wendy’s in this case, in a favorable light in the public eye. All of these things translate to a growth in product sales and positive word of mouth amongst consumers on the internet.
• #29: Social media is defined as interactive 2 way consumer and brand communication. Advertising is commonly defined as paid, one way promotional communication. Online advertising however becomes more about connections and conversations. Social media is starting to pretty much mesh together with traditional media advertising and marketing plans to be able to reach a larger audience. The reason social media is so unique is bc of its relationship building. AN example of this would be Earned exposure, is when customers express their positive experiences to other social media sites for reviews. How many of you guys have looked at the reviews about a product or company before deciding if you were going to invest in that item?Anybody have any examples (Or even when people review things on youtube like hair products or makeup) Well I do, so whenever I download something off of the app store I always read the reviews before I download it, even if the app is free I read the reviews bc I don’t want to waste my time and download and app that’s trash and then have to delete it later)....
• #30: -The ultimate goal in most advertising and marketing campaigns is to convert people through a conversion process. The conversion process is when someone has an initial interest that changes into the actual purchase of a product or service. -The conversion process begins with Customer Care, the company would hire a team to specifically address complaints and resolve them. Risk Management is the careful use of disclaimers, which is whether or not you can just post something or does it need legal review first . Content Maximization is to take a step back and think about how you can get consumers to engage with you. And lastly Analytics are a great way to gather data about your consumers and check your progress.
• #31: The advertising and marketing industries experienced exponential growth, as companies were marketed through commercial mass media like radio and television. There has been a huge online shift where consumers now expect trustworthy online information and answers. Success flows to organizations that inform, not promote. Adopting this type marketing uses data to determine what consumers want, and then it offers planning and social media strategies that attempts to account for ROI, Return on Investment. ROI measures the gain or loss generated on an investment.
• #32: A professor at Michigan State and Notre Dame, named Jerome McCarthy, developed the 4 P’s of the marketing mix. Product refers to goods, services, and support. Price is about the cost of something, including money and time. Place refers to either a point of sale, or other things like geography, demographic target or sales experience. Promotion is about advertising, publicity, and branding. This model helps companies ask the right questions in development of a plan.
• #33: McCarthy’s marketing focus was on individual cognitive steps in the process: motivation, investigation, organization, and utilization. The idea that selling and advertising were now viewed as negative words cultivated an idea that we produce and consume. Marketing then became a promotional challenge of informing, persuading,and reminding environment.
• #34: Word of mouth is when consumers tells their friends and family what they think about a product. It is one of the most powerful forms of marketing because it is more credible because it comes straight from the consumers themselves. And now it has become even more popular because of the internet. It has transformed into Electronic word of mouth or EWOM. These things range from blog posts, reviews on websites, to comment sections. EWOM has even been connected to cognitive dissonance and other traditional psychological concepts to explore untruthful and negative truthful comments. Social media content sharing involves complex psychological and sociological engagement processes that may be related to branding.
• #39: When companies utlitlize social media strategic planning, there are four businesses considerations for the company to consider. Value creation, sources of competency, target market, and revenue. Value=created through succesful brand positioning within the market. Competency= example: branding is form of competency. Target market=who your are selling to. It is important for companies to have teams developing social media plans that guide responses during a crisis, but also direct the general purposes and goals of ongoing engagement.
• #40: Impressions: awareness of information, such as from seeing it during a search. An advertising buyer may bid on a sponsored search keywork that matches a user search and produces a high page ranking. Consumer point of entry is created, and a click through rate (CTR) may be measured as the number of clicks divided by impressions. CTR’s are in decline from the height of an era of searching for online content, now that is being replaced by socia media constantly pushing out content.
• #41: SERP: search engine result placements, website and content creators can control these. Beyond links, social media actvitiy such a likes, favorites, and comments may be influential to SEO
• #42: Most of what we call advertising and marketing is based on the goal of converting consumers of media and information into customers of products or services. The consumer process may begin with an online search that leads to social media engagement. (Point 2) In order to be effective, these keywords must surface in spcific screen locations identified through “eye tracking patterns” research. Paid search is typically most effective when it appears at the top of the page or on the left side: Hot areas for consumers who read left to right. (Point 3) example, likes and fans don’t give meaningful marketing context, and friends post shares are more likely to be seen on a news feed than a companies.
• #52: We can better understand the relationships between consumers and brands by having a review section on the website, reading what consumers are messaging the company on twitter, instagram, and facebook. Also by having polls on social media sites to see how they feel about certain things. Just interacting with consumers in general will help better the relationship. The most important benefit would be that the company would know exactly what the consumer does or does not like about them or want from them. A constraint would be that when dealing with social media in general it could completely backfire and turn into a disaster. Risks for behavior such as this include people not being able to differentiate that brand from others. If your advertising is within the context of a traditional news story, it is likely the consumer will not be moved to act based on the marketing material presented to them. Within the next, it is stated that “only outstanding content can cut through the noise”, which means only that which pops to the consumer is going to truly catch their attention. Anything else is nothing more than white noise to the average consumer watching your content. Brands can leverage the importance of social media interaction with consumers by incentivizing the usage of social media as a way to interact with the company. Things such as contests, giveaways, and prizes all encourage consumers to interact with a company on a potentially regular basis. Relating to the desired audience is also a method of leveraging the importance of social media. Companies such as Wendy’s often utlilize twitter to post things relating to pop culture or make jokes directed at their competition. Content such as this garners retweets and likes, and spreads around the internet like a virus. This boosts customer-company relations and puts a particular company, Wendy’s in this case, in a favorable light in the public eye. All of these things translate to a growth in product sales and positive word of mouth amongst consumers on the internet.