SMM Final

Content Marketing

approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly- defined audience, and ultimately to drive profitable customer action

Hygiene Content

type of content occurring on a daily basis

Evergreen Content

content that can be used from year to year for holidays, etc.

Hub Content

type of content to generate excitement, not posted daily but still common

Hero Content

content that is used rarely, requires lots of production, and gains the most bang for buck- involves lots of content curation, Ex. Superbowl commercial

Steps to Creating a Content Strategy

1. Research/analyze current social media (audit)

2. Identify your target audience by platform

3. Create specific goals and objectives

4. Plan for what to post, where, and frequency

Content Strategy

plan for creating and distributing distributing content

80-20 Rule

large percentage of content should be consumer oriented while little should be company projectingC

Content Curation

collecting content and making it consistent with your brand voice; understanding trends based on they interact with your audience

Content Creation

developing new content that says what you want to say, how you want to say it

Social Publishing

the production and issuance of content for distribution via social publishing sites

Goals of Social Publishing

• Entertain: monthly

• Inspire: biweekly

• Start conversation: weekly

• Teach how to do something: 2x week

  • Provide relevant information: 3x week

Social Commerce

the commercial application of social media to drive the acquisition and retention of customers (ratings/reviews, shopping apps, deal sites, social shopping malls); a subset of E-Commerce

E-Commerce

practice of buying and selling products and services via the internet

Social Shopping

the active participation and influence; refers to consumers’ behavior as they use social media to make purchase decisions; insta is top platform

Types of Social Shoppers

1. Savvy Passionista

2. Opportunistic Adventurer

3. Quality Devotee 

4. Strategic Saver

5. Efficient Sprinter

6. Dollar Defaulter

Savvy Passionista

trendsetters who influence others shopping behavior and express opinions on social medias

Opportunistic Adventuerer

impulse shopper always on hunt for great deals

Quality Devotee

all about finding best product available; spares no time/expense to achieve goal

Strategic Saver

comparison shopper who will dig for deals

Efficient Sprinter

focused on saving time

Dollar Defaulter

find cheapest deal; brand factor is not a factor

Stages of Social Commerce

1. Problem Recognition

2. Information Search

3. Alternative Evaluation

4. Purchase

5. Post-Purchase Evaluation

Social Listening

identifies and collects the information shared on social media sites; data collected is analyzed for insights to inform strategic marketing decisions

Social Monitoring

the process of tracking mentions of specific words or phrases on social media sites; enables companies to be notified when a social mention warrants a reaction, acts as a trigger

Sentiment/ Online Mood

1. Fetch, crawl, scrape, and cleanse

2. Extract relevant data points

3. Extract sentiment using sentiment indicators

4. Aggregate the date into a summary

Uses for Social Listening

• Brand monitoring for sentiment

• Measuring campaign effectiveness

• Gathering customer insights

• Providing customer service

• Gathering ideas for future campaigns

• Gathering ideas for new product development or product improvements

• Identifying risks that could lead to public relations crises

Metric

data and stats that give you insight into your social media marketing performance and are indicative of value, importance, or change in results

Difference between Number and Metric

context- including comparison of two things, company expectations, competitors efforts, etc.

Reach

the number of people exposed to a message

Frequency

the average number of times someone is exposed to a message

Site Stickiness

the ability of a site to draw repeat visits and keep people on the site

Clickthrough

the number of people exposed to an online ad or link who actually click on it

Sales Conversion

the number of people who click through who go on to purchase a product

Dimensions of Engagement

1. Involvement

2. Interaction

3. Intimacy

4. Influence

Involvement

presence of a person at each social touch point; metircs-page/profile visits

Interaction

actions taken at a social touch point; metrics- likes, comments, shares, completion rates

Intimacy

affection or aversion held for a brand; metrics- sentiment, complaints or compliments, brand perception

Influence

likelihood a person will advocate for a brand; metrics- quantity, frequency, and content of reviews/ratings

SMART Acronym

Specific, Measurable, Action-Oriented, Realistic, Time-Oriented

SMM Metrics Matrix

1. Activity Metrics: Organization’s SMM efforts

2. Interaction Metrics: target market engagement with SMM

3. Return Metrics: outcomes achieved from SM activities and engagement

Steps to Track SMM Metrics

1. Define SMART objectives and metrics

2. Decide on metrics

3. Choose data sources for tracking

4. Report SM performance

KPIs in Customer’s Journey

• awareness- public

• consideration- friend/follower/fan

• preference- prospect

• purchase- customer/member

• loyalty- loyalist

• advocacy- advocate

Brand Voice

authentic personality of your brand