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Social Media
any tool or service that uses the internet to facilitate conversations
Social Commerce
a subset of e-commercce that involves the interaction and user contribution aspects of social online media to assists online buying and selling of products and services
crowdsourcing
Using consumers to develop and market products
Social media monitoring
The process of identifying and assessing what is being said about a company, individual, product, or brand
How to create a social media campaign
implement an effective listening system (negative feedback, make changes, and manage online prescence)
develop list of objectives of commmunicating and relationship building thru soc med
Evaluate various methods of measurement for social media
buzz
interest
participation
search engine rank and results
influence
sentiment analysis
website metrics
Consumer behavior of social media
Must understand who and how a person uses SM
6 categories of SM users
creators
critics
collectors
joiners
spectators
inactives
new category: conversationalists (w/ status updates or microblogs)
SM celebrities
actors, singers, artists, or athletes who have millions of followers on social media platforms, typically IG or Twitter
SM Stars
people who have become popular because of their SM influence in a specific area - gaming, makeup, fashion, food etc
micro-influencers
people who have a smaller number of followers on IG or Twitter, but are stll influential in specific areas
Strongest SM platforms
blogs
microblogs
social networks
media creation and sharing sites
social news sites
location based social networking sites
virtual worlds and online gaming
blog
publicly accessible web pahe that functions as an interactive jourmal where readers can post comments
corporate blogs
blogs sponsored by a company or one of its brands and maintained by one or more of the company’s employees
noncorporate blogs
independent blogs that are not associated with the marketing efforts of any particular company or brand
microblogs
blogs with strict post length limit
social networking sites
websites that allow individuals to connect - or network - with friends, peers, and business associates
media sharing sites
websites that allow users to upload and distribute multimedia content like videos and photos
social news sites
websites that allow users to decide which content is promoted on a given website by voting that content up or down
local based social networking sites
websites that combine the fun of social networking with GPS
review sites
websites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services
6 reasons for popularity of mobile tech on SM
mobile platforms are standardized
fewer consumers are concerned about privacy and pricing policies
advertising can be done in real time
mobile marketing is measurable
in store notification real time interaction with customers
higher response rate than traditional ads
6 stages in creating an effective social media plan
listening
setting social media objectives
defining strategies
identifying the target audience
selecting the appropriate tools and platforms
implementing and monitoring strategy
Impact of social media
Buyers and sellers are demanding immediate and extensive adoption of technology
about engagement cocreation of value
Entices customers to join the conversation, market, that may be leveraged by the firm later
Three eras of mktg communication
One way communication
Two way communication (1995)
Networked communication (current)
One way communication
Brand would speak to ppl thru ads (radio, tv). The goal was to try to get the add to a defined group of recipients (target market) to try to influence their attitudes and behavior
Two way communication
The internet (1995) put consumers and marketers in closer communication
Networked communications
Social media has started the 3rd era
Stakeholders are able to communicate with other stakeholders and brands
Effectively managing these public conversations is challenging
Internal marketing with social media
Bring brand to life
Building brand ownership
Sharing the company’s story
Crowdsourcing an electronic water cooler
Fostering an internal community
Creating thought leaders
Bring the brand to life
Have employees represent a company to the outside world
Building brand ownership
Manage the companys brand as if it were their own through posting
Sharing the companys story
To employees and the public
internal marketing
Employees are treated as internal customers who must be convinced of a companies vision and worth just as aggressively as “external customers”
Can tell thru company culture and customers attitudes toward a company
Interest
Number of likes, fans, followers, and friends, growth rates, rate of virality or pass along, and change in pass along over time
Dont confuse likes with increased revenue
Buzz
Volume of customers created for a brand based on posts and impressions, by social channel, by stage in the purchase, by season, and by time of day
Causes conversations and brand awareness
Participation and engagement
Participation things they do
Engagement a motivational state, are they motivated to interact with you
Search engine ranking and results
Are they increasing or decreasing
Influence
media mentions, influences of bloggers reached, influences of customers reached, and second degree reach based on social graphs
Sentiment analysis
Figure out the tone or how people feel about your brand
positive, negative, neutral
trends of sentiment and volume
Website metrics
There are many metrics outside of likes and comments
Social media ROI=
Return on interaction + Return on influence
Return on interaction
Marketing action > Interaction > Sale
Easier to track
direct link to sales
Return on Influence
Word of mouth > Recommendations > More sales
Harder to measure, but could be better
Social media strategy focus
Macro
Micro
Macro Focus
Big picture view of what you’re going to try to achieve and do
Establish goals
Choose platforms
Interact
Analyze and measure
Control and optimize
Micro focus
Selective strategy to find influencers recruit them and help achieve your goals
Establish goals
Monitor conversations
Identify influencers
Recruit influencers
Incentivize influencers
Use tools to manage SM (Martech stack)
marketing technology stack
Buffer scheduler
Canva graphics
Hemmingway or grammarly
Hubspot inbound mktg support
Piktochart create infographics
Powtoon create animated videos
Open broadcaster software create professional software
How to get started
Platform youre familiar with
Find relevant influential people to follow/read what they post
Comment or post to their content
Build your own following over time by posting good content
Note 
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