Digital Marketing Book - Chapter Five.pptx
- 1. 1 5 Chapter Social media marketing We’re excited about the potential of social media marketing! It’s one of the biggest opportunities in marketing we’ve seen for years. But, if it’s ad hoc or unmanaged, it won’t be fully effective and can even be damaging. It definitely cannot be ignored and warrants its own strategy. That’s why we’ve devoted a separate chapter showing you how to create a structured plan for social media marketing.
- 2. 2 5.1 What is social media marketing and why is it important? Social media is the term commonly given to Internet and mobile- based channels and tools that allow users to interact with each other and share opinions and content. As the name implies, social media involves the building of communities or networks and encouraging participation and engagement. (CIPR, 2011) Social media marketing Focuses on social media to achieve marketing objectives Protecting and extending the brand Social media encourage audience participation, interaction and sharing.
- 3. 3 5.1 What is social media marketing and why is it important? Figure 5.1 Social media marketing radar Source: Chaffey and Sosomworth (2012)
- 4. 4 5.1 What is social media marketing and why is it important? The Forrester POST methodology (2007) Developing a social media strategy for businesses People Objectives Understanding the adoption of social media by an audience. Setting goals for different options to engage customers across the customer lifecycle from customer acquisition to conversion to retention. Strategy How to achieve your goals. Technology Decide on the best platform to achieve your goals.
- 5. 5 5.2 Benchmarking and setting goals for social media marketing Set business goals for social media using the 5Ss SELL SPEAK SERVE SAVE SIZZLE Using Smart Insights RACE Planning framework To encourage ongoing engagement and dialogue to find out more about product, to communicate brand perception and key messages, updates about new products and offers, reputation monitoring and management To provide information to resolve customer-services issues To identity discussed customer issues and resolve them To encourage web self-service including collaborative self-service Cost savings are a less relevant part of the 5Ss since managing social media has incremental costs for which budget will need to be found from elsewhere. Cost of social media marketing activity – relatively easy to define Outcomes achieved through social media which can occur on your site or offline Value of outcomes online or offline; i.e. leads or sales influenced by social media
- 6. 6 5.2 Benchmarking and setting goals for social media marketing
- 7. 7 5.2 Benchmarking and setting goals for social media marketing Review consumer demand and engagement for social media marketing Figure 5.1 Social technographics for US and EU, 2011 Source: Forrester (2012) • Alternative approach to the Ladder of Engagement
- 8. 8 5.2 Benchmarking and setting goals for social media marketing Review consumer demand and engagement for social media marketing Benchmark competitor use of social media • Alternative approach to the Ladder of Engagement • Share of voice • Sentiment • Network size and growth • Social sharing • Engagement Reach and influence KPIs Engagement KPIs
- 9. 9 5.3 Create a strategy and plan to manage social media 1.Listen and manage reputation 2.Transform the brand through social media 3.Acquire new customers 4.Deliver customer service 5.Harness insights to develop the brand using social media optimization (SMO)
- 10. 10 5.3 Create a strategy and plan to manage social media
- 11. 11 5.4 Social listening and online reputation management Social monitoring Social research • Market understanding • Brand mentions • Influencer identification • Partner development • Content and campaign ideas • Negative comments • Sale opportunities • Product and service development Brand conversations about you Competitors conversations Market conversations Listen to… With… Search engines Specialist social monitoring and analysis Customer communities
- 12. 12 5.5 Develop the content marketing and engagement strategy for your brand Key content marketing principles (Pulizzi and Barrett, 2010) 1. Content must have intrinsic value 2. Understand what content customers value 3. Content marketing strategy may completely or partially replace traditional advertising and marketing 4. Get your customers to participate 5. Make it easy to buy • Do we have an overriding purpose for our content to deliver commercial goals through delivering relevance for the audience? • How do we differentiate from the bland pack by having a perspective, a position, or if appropriate, a real attitude? • Can we develop a personality that can shine through our online content, but really irrespective of the media? Chaffey and Bosomworth (2012)
- 13. 13 5.6 Define social media communications strategy Structuring your social media communication strategy around PRACE Chaffey and Bosomworth (2012) Plan Management of social media marketing including reputation management and defining a content strategy. Reach How to increase the reach of your content that is shared. Act Encouraging interaction and participation within our own blogs and sites and within social outposts. Convert How to make the transition from customer brand engagement with social media to generating more leads and sales. Engage Ongoing communications with consumers
- 14. 14 5.6 Define social media communications strategy When new content is created, it should be automatically syndicated to the different social channels using these tools.
- 15. 15 5.6 Define social media communications strategy
- 16. 16 5.7 Define approaches for the core social media platforms Developing independent communities • Review your strategy for brand-related communications across social platforms • Select the social media platforms to prioritize on/find customer interaction preferences • Profiling the audience for different social platforms • Define the proposition for your social outposts • Getting the sell-inform-entertain balance right • Don’t forget the other popular social networks
- 17. 17 5.7 Define approaches for the core social media platforms Creating an editorial plan for social channel communications • Do our social messaged add value to the audience? • Is each channel offering its own unique value? • Are our profile pages communicating this value? • Is our profile findable? • How valuable are our messages compared to competitors? • Are we interacting? • Is the frequency right? • Is the timing right? • Do we send reminders about the good/important stuff? • Are we using the facilities of the network for a viral effect? • Are we integrating channels? • Are we using the right tools to make us efficient? • Are we using the wrong tools/approach? • Are we responding to customer comments?
- 18. 18 5.8 Social media optimization (SMO) SMO Structured approach to improving social media through a ‘test-learn-refine’ approach 1. Create shareable content 2. Reward engagement 3. Proactively share content 4. Encourage the ‘mashup’ Five rules Bhargava (2010) A/B testing 1. Test effectiveness of sharing and content types on business outcomes 2. Review how well your content marketing supports SEO 3. Review preferences of different audiences using different social media platforms to convert and share different types of content and offers 4. Optimum frequency for initiating sharing 5. Best methods for identifying influencers and seeding content 6. Approaches to integrate sharing of content through different social platforms, web, mobile, and email channels
- 19. 19 Chapter summary • Social media encourage audience participation, interaction and sharing. • Social media marketing can be defined as “Monitoring and facilitating customer interaction, participation and sharing through digital media to encourage positive engagement with a company and its brand leading to commercial value. Interactions may occur on a company site, social networks and other third- party sites” (CIPR, 2011) • Social media marketing should start by listening to online conversations and should be driven by customer needs and business goals rather than the social platforms. The Forrester POST mnemonic emphasizes this. • The Forrester Social Technographics Ladder suggests you should develop strategies to engage users according to their level of interaction with social media. • Social media marketing, social business and social CRM require a transformation in many staff. • Ensure appropriate tools are in place to listen to and follow up on different ‘social mentions’. • Social media engagement should be based on a sound content strategy • Use the PRACE framework to help develop a social media strategy. • Success in engaging an audience on each social network involves finding the best range of content and frequency for each network. • SMO is a structured approach to increasing engagement and sharing within social media marketing.
Editor's Notes
- #2: Learning outcomes: ● review the impact and potential of social media adoption on marketing ● understand customer and business requirements for social media ● Create a strategy and plan to manage social media marketing.
- #5: Social media marketing is based on how we can use consumer-to-consumer (C2C) interactions to increase awareness of our brand while minimizing negative mentions. social media marketing has the potential to transform businesses to make them more customer-centric, but major transformation requires senior managers to lead, through de ning the vision and supporting it through suf cient resources and the organizational changes needed.
- #8: Don’t just ‘dive in’ to social media through setting up a presence on Facebook and twitter. Instead, listen to customer conversations. Watch how customers use social media and how competitors are using social media. Then review your business aims for social media across the 5ss. In particular, think carefully about how social media will support the 5ss.
- #12: Social listening is valuable not only to find negative mentions which may need to be responded to, but for finding potential influencers or media partners with whom you can work to ‘spread your word’. There are many different types of tools for social media monitoring. The more expensive tools have features to enable filtering and follow-up on mentions.
- #13: a content strategy defines the types of content assets you need to develop to engage your target audiences through the customer lifecycle. examples of content types include info-graphics, white papers or guides, videos or image galleries.
- #14: The social media strategy details how content and process can be combined to facilitate C2B and C2C interactions that assist in progressing customers through a customer relationship we have discussed through the PRACE framework of Plan–Reach–Act–Convert–Engage.
- #15: The social media strategy details how content and process can be combined to facilitate C2B and C2C interactions that assist in progressing customers through a customer relationship we have discussed through the PRACE framework of Plan–Reach–Act–Convert–Engage.
- #16: he
- #19: Social media optimization (smo) is a structured approach to increasing engagement and sharing within social media marketing. it involves testing different content, messages and frequency with a view to increasing leads and sales generated through social media marketing.