View
217
Download
2
Tags:
Embed Size (px)
Citation preview
Social Media Marketing
News: Customer tracking via mobile phones
https://www.youtube.com/watch?v=iqLXelbzfc4
Market News: Cell Phone Tracking
•Since 1990 providers have been able to track cell phones, but recently they have been integrating data for data mining
•Some providers can track when and where you go, what businesses you frequent, phone numbers called, language, etc.
•One user was monitored every 7 minutes and over a month was profiled for 37,000 locations
•Disclosure of collecting and use of that data is nor required at this time– you are not informed
•For $6/mo parents can track teens regarding where they say and actually go.
•Police can use the triangulation for emergency calls
Exodus on Social Media
Quick survey…
• How many have smart phones? How many times a day do you use them?
• Do you have a page on Facebook, Twitter, LinkedIn or other social media? How often do you log in/check it? What are your uses for it?
• What locations do you go to where the provider uses suggestive selling based on your previous purchases?
• How much does word of mouth on social media influence you?
Social Media Landscape: It’s Big!
…and getting bigger all the time!
Let’s take a side trip– who innovates?
1910 1920 1930 1940 1950 1960 1970
Kindergarten
Driver training
Modern Math
50 yrs 18 yrs 5 yrs
Innovations in Education
What do you notice about these trends?
Invention Interval (yrs) Invention Interval (yrs)
Fluorescent lamp 79 Radio 8
Gyrocompass 56 Wireless telegraph 8
Cotton picker 53 Wireless telephone 8
Zipper 27 Hardened fats 8
Television 22 Vacuum tube 7
Jet engine 14 Ballpoint pen 6
Crease resistant fabrics
14 Power steering 6
Radar 13 Self winding watch 6
Xerography 13 Magnetic recording 5
Steam engine 11 Streptomycin 5
Nylon 11 LP record 3
Turbojet engine 10 Freon refrigerants 1
Safety razor 9
Estimated time interval between invention & innovation
3.1 yrs
2.7 yrs
2.2 yrs
1.7 yrs
Innovation decision period
Rate of awareness knowledge
Rate of adoption
Cumulative % of farmers
100%
50%
0%
75%
25%
1944 1946 1948 1950 1952 1954 1956
Rate of awareness-knowledge, rate of adoption, and length of the innovation-decision period for Iowa farmers adopting 2,4-D weed spray by year
Innovators Early Adopters
Early Majority
Late Majority Laggards
2.5% 13.5% 34% 34% 16%
Cosmopolitan, networks, low risk aversion, courage, curiosity
Localized opinion leaders, missionary, role models, respected
High interaction, non-leaders, linkers, deliberate
Economic necessity, social & peer pressure, skeptical
Past oriented, isolated, suspicious of change & change agents
General trends for early adopters:• Higher education, literacy, intelligence, achievement, aspirations• Higher SES, occupational status, social mobility, income• Greater empathy, flexibility, social participation, media exposure• Opinion leadership, well-integrated with system
Categories of Adaptors to Innovations
Revolutionaries• More advanced in their understanding and
execution of social media marketing initiatives
• Nearly five times as many Revolutionaries are already implementing social media in their organizations.
• 81% of Revolutionaries agree it would grow in significance over the next five years
• Focus more on listening to consumer and bloggers’ points-of-view.
”Wait-and-Sees”• Just 33% of the Wait-and-Sees agreed
social media would grow in significance • Three times as many Wait-and-See
companies are only at the learning stage
• Put more emphasis on using social media for new types of marketing campaigns such as viral marketing and videos
Both Revolutionaries (95%) and most Wait-and-Sees (60%) are eager to connect with other colleagues to study consumer feedback and learn from it.
Evolution of Online Marketing
17
Need to get Online!
“SEO”Search Engine Optimization
“Pay Per Click”If I providevalue, mybusinesswill succeed
“Need toget on Twitter”
If I providevalue, mybusinesswill succeed
“Social Velocity”Viral marketing
4 Cs of Social Velocity: Content, Connections, Community and Conversion
The complexity of emerging media
marketing
Try new things based on friends’ suggestionsEncourage my friends to try new productsStay more engaged with the brands I likeShare any negative experiences with brands or productsNot buy brands because I learned of negative customer experience
• Selling soap– Viral marketing• Viral commercials• Viral marketing– expert tips (8:44)• Social Media Marketing Industry Report (pdf)
Content Created
Story/content hits Digg’s frontpageMajor blog sees
story on Digg’s frontpage, link to post about it
Twitter user posts story on their Facebook status
Tweet about story/ content to followers
Smaller blogs see story on larger blogs. They post about it
Digg user submits story to Reddit, makes front page
Several followers retweet to their followers
Different friends share it with their friends
Story gets retweeted all over twitter
Stumbleupon users vote up story from their Stumble toolbar, makes front page of Stumbleupon.com
If content is great can end up features on sites like:
Google Engine Result for Story/Topic1. Your site(due to all the inbound links)2. Major blog #1 (w/link to your site)3. Digg story (linking to your site4. Blog #2 (w/link to your site)5. Tweet (linking to your site)6. And so on…
Which Factors Have Presented the Most Significant Barriers to Social Media Adoption for Your Organization or Client?
http://www.marketingsherpa.com/1news/chartofweek-02-03-09-lp.htm
• About two-thirds of B2B marketers employ some type of real-time marketing
• 44% believe the rate is fast enough for now, but not a long term solution
• 35% indicated that it is the ability to respond to customer needs/behaviors in the same online session (within a minute or two), within the next day/24 hours (29%), within a few seconds (14%), or in less than a second (11%)
• 47% describe their organization’s ability to collect customer information as it occurs as effective to some degree, but only 38% concur with respect to their effectiveness in conceiving business strategy and tactics to take advantage of real-time capabilities.
August 18, 2014 - by MarketingCharts staff
http://www.marketingcharts.com/online/whats-holding-back-more-effective-b2b-real-time-marketing-45052/
Research & know your target segment. What are they interested in?
Use the networks & platforms that best speak to your audience
State your Key Performance Indicators (KPIs– success metrics)
Write a SMM playbook: KPIs, audience, brand personas, campaign concepts, promo events, contests, etc.
Align & assign roles & responsibilities for staff
30-60”/week/month for posts: original ideas, links.
Create spreadsheet for content bank for topics, headlines, links, scheduling
Post relevant content on breaking newsworthy topics
Treat all social channels separately; different messages across audiences
Assign customer service rep to be responsive to posts
Schedule reporting of metrics & goals regularly
Reanalyze & revise your plan regularly
http://cdn.business2community.com/wp-content/uploads/2014/10/12-steps-to-social-media-marketing-success-infographic.gif.png
Metrics for Monitoring Social Media
Social Media Metrics
• Social media sites : Unique Visitors, Cost per unique visitor, Page views, Visits, Return Visits, Interaction rate, Time spent, Video installs, Relevant actions taken.
• Blogs : Conversation size (number of sites, links and reach of a conversation whose content includes conversation phrases relevant to the client), Site relevance (Conversation density, Author credibility, Content freshness and relevance).
• Widgets and Social Media Applications: Installs (number of applications), Active Users, Audience Profile, Unique User Reach, Growth, Influence, Installs (number installed per user).
• activity (web Analytics of blog or site);
• tone (sentiment);• velocity (spread over
time, URLs, trackbacks);
• attention (duration on site);
• participation (comments, trackbacks);
• many qualitative attributes (comments, what did they say, what did they mean).
Top 20 social media monitoring vendors for business
Media Dashboards/Analytics
• Visit the store• Attend the
event• Tell a friend• Buy the
product• Contact a
politician• Vote
for/against legislation
• Purchase considerations
• Change in awareness
• Change in attitudes
• Association with the brand
• Likelihood to recommend to a friend or Net Promoter Index
• Click throughs• View throughs• Repeat visitors,
recommendors• Duration• Subscribe to
feeds/links• Article/post
readership• Comments/post
ration• Message recall &
retention
• Number of hits or visits
• Number of unique visitors
• Comment tonality
• Search engine rank
• Message inclusion
• Share of online discussion
• Net positive comments
Degree of exposure to content & message
Who, how and where are people interacting with
our content
Degree to which exposure affects
perceptions & attitudes
As a result, what actions
are taken
Social Media Reputational Crisis Management
Digital crisis Communications Study
Digital crisis Communications Study
Social Media Marketing vs Crisis Use
• Increased customer engagement• Improved branding & reputation• Differentiation from competitors• Clear service promotion• Market segment identification• Reduced marketing costs• Conduct market research• Speed of feedback & results• Identification of positive &
negative comments• Community education,
announcements• Direct communication with
customers• Develop loyalty & credibility• Attract new clients• Word of mouth credibility
• Rapid identification of negative chatter
• Identification of positive & negative stakeholders
• Direct contact with influencers
• Single reference for key information
• Ability to immediately post accurate facts & correct misinformation
• Provide timely updates• Multi-media (text, video)• Develop & engage supporters
Unexpected “toppings” at Dominos
(2009)
Sample Case: Domino’s Pizza
Search terms for identifying the extent of negative publicity
Domino’s President Responds
What would you say in a media release regarding the Domino’s video posted on
YouTube? What would your reasoning be in structuring key elements in that release?
Your Business & Social Media
• Does your business currently use any form of social media for marketing? If so, what is it and how is it used?
• Do you think that it would be advantageous for your business to use social media [more]? Why or why not?
• If you were going to build a case for your business to use or extend social media, how would you argue for it? What critical points would you make?
• What metrics might be useful to monitor? What would a dashboard look like in your department (or one you are familiar with)?
22 Social Media Marketing Tips
END