MKTG-1550 Social Media Essentials Exam

marketers one job?

create trust relationships with our clients or potential, future clients.

What % of consumers say they need to be able to trust the brand before buying from them, and these trust relationships lead to life-long consumers that will support your business for years?

81%

Marketing techniques could be quite aggressive; salesmen would use high-pressure sales techniques, including door-to-door sales, and they would often try to push the sale to the customer, whether they needed the product or not.

push marketing

Media fracturing

consuming less and less media from traditional sources and living through the screen with 24hr programming.

Desensitization/Ability to screen

seeing thousands of ads each day has lead us to to be really good at not seeing them at all.

How many ads did we see per day in 1970, 2007, 2012?

1600, 5000, 10,000

word of mouth

trusting peoples recommendations when decision making

collaboration

working with a customer to get what they want

Openness, transparency and authenticity

we've been "lied" to by advertisers, and as a result, we often don't believe ads. Creating marketing campaigns that are open and transparent (nothing to hide), is how to win back people's trust.

Communication & conversations:

Social media opened up new channels of communication, making it easier for feedback.

Creating ambassadors for your business:

Turning loyal clients that love what you do....rewarding them and making promoting easier.

"pull" marketing

putting yourself out there to create content for peoples discovery.

#1 rule & why

Always add value because your audience will eagerly wait the next one & next time they need to make a purchase your in-front of them or recently on their mind.

#1 mistake & why?

making the social media all about them because in order to create relationships, we show the interest in clients/potential. Engage with them, ask questions and learn how to serve them. (Build a community)

what are the 4 types of media?

1.Paid media or advertising

2.Earned Media or public relations

3.Owned

4.Social or Shared

What is Paid media or advertising?

when money is exchanged, the person placing the ad is paying for the person posting.

What is Earned Media or public relations?

a qualified person reaches out to the media (influencer) and pitches them a story. You're getting exposure and they get new content.

What is Owned media?

online content YOU create (websites newsletters blog vlog or podcast)

What is Social or shared media?

content created on social media platforms: refers to "borrowed" as we don't own the platforms.

What is an influencer

Word of mouth marketing. Advertising & public relations - can be asked to do shout out (something in return) or a sponsorship (paid post)

What are the 5 steps to connect with an influencer?

1. Reaserch

2. Evaluate

3. Engage

4. Pitch

5. Follow up

what are the 3 ways to sell something

Its features, Benefits and values

B2B

Business to business: main target is other businesses

B2C

Business to consumer: business actively trying to sell their product/service directly to consumers.

The 3 Cs of content creation

created, Curated & cultivated

Touchpoints

anyway your consumer, or end user, comes in contact with your brand.

How many exposures does it take for someone to consider you

6-8

ROI

Return on investment: making more money than spent

KPI

Key Performance Indicator: a goal that you set, gives you something to aim for/ how well you are preforming it.

vanity metrics

The amount of following you have

Social Proof

judging someone and the success based on their social numbers.

Niche

focussing on one specific market to appeal to rather then all. Allowed you to focus on consumers that are already intreated in your product or service.

USP

unique selling point: makes your different from your competitors. reasoning people should do business with you instead of others.

Branding

Your businesses personality (including logo colours, website, Media presence & tone when communicating)

Brand Salience

consumers' abilities to recognize, or have awareness of, any particular brand (calling tissue Kleenex no matter the brand)

FOMO

Fear of missing out: needing a product you see but don't have making you feel the "rareness and indemend" so you don't "miss out"

Scarcity

When a marketer attaches conditions to a product. ( "sale ends @ midnight" ) making you feel the "rareness and indemend" so you don't "miss out"

Sticky

means more people spend time on an app or network leading to making money. More popular = stickier

confirmation bias

a tendency to search for information that confirms one's preconceptions ( can be the way we surround ourselves with people similar, same beliefs and values)

Retargeting

seeing multiple ads about something you just previously talked about or researched.

Echo-Chambers

Thoughts though out social media are echoed back at us and our bias is confirmed by the people who are our connections on our networks.

Facebooks stats

54%F 46%M / 18-44 age

Instagram stats

56%F 44%M / 18-34 age

Youtube Stats

32%F 68%M / 15-35 age

Twitter/X stats

30%F 70%M / 25-49 age

What is Facebook content

What is the top ranked social media platform?

Facebook

What is facebooks best practice

When posting a link, always be sure to delete the URL after the preview has loaded.Post at the most optimal time of the dayTry new thingsPlan ahead and schedule content..Ensure your page is fully filled out, Consistency, Create value-added content, CTAs are key to engagement, Strong visuals.