Chapter 9: Social Media Marketing Strategies and Insights

What is social media marketing (SMM)?

The use of social media platforms and websites to promote a product or service, build a brand, increase sales, and drive website traffic.

What is the P.O.S.T. methodology in social media marketing?

A framework that stands for People, Objectives, Strategy, and Technology, guiding marketers in their social media efforts.

What are the five consumer motivations for using social media, known as the 5Cs?

Connect, Communicate, Collaborate, Create, and Consume.

What is a social media influencer?

An individual who has the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience.

How do social media algorithms work?

They analyze user behavior and interactions to determine which content is most relevant to display to each user.

What are some issues involved in building a successful social media team?

Challenges include aligning team goals with business objectives, ensuring effective communication, and managing diverse skill sets.

What is the average number of social media platforms used by individuals?

5 to 7 platforms.

What is the number of global social media users?

5 billion.

How much time do people spend daily on the internet on average?

6 hours and 40 minutes.

What are the primary reasons for using the internet?

Information, communication, research, and entertainment.

Which social media platform has the highest number of users?

Facebook with 3.05 billion users.

What is the second most popular social media platform?

YouTube with 2.49 billion users.

How many users does Instagram have?

1.65 billion users.

What is the most followed Instagram account?

Instagram itself, followed by Cristiano Ronaldo.

What is the most used hashtag on Instagram?

#LOVE.

What is the most used emoji on X (formerly Twitter)?

The heart emoji.

What is a key strategy for social media marketing according to the P.O.S.T. methodology?

Focus on customer goals rather than solely on business goals.

What is the significance of understanding 'People' in the P.O.S.T. methodology?

It emphasizes knowing where customers are and why they use social media.

What is the role of objectives in social media marketing?

To define what a business aims to achieve through its social media efforts.

What does the 'Strategy' component of the P.O.S.T. methodology involve?

Developing a plan to engage users effectively on social media.

What does the 'Technology' aspect of the P.O.S.T. methodology refer to?

Utilizing the right tools and platforms to implement the social media strategy.

What is the impact of mobile users on social media?

Mobile users are disproportionately active on social media platforms.

What are the 5Cs of Customer Motivation?

Create, Connect, Control, Compete, and Consume.

How can brands create value for consumers?

By satisfying their needs to create, connect, control, and compete.

What campaign exemplifies the 'Create' aspect of the 5Cs?

Procter & Gamble's Distance-Dance Campaign.

What is an example of a campaign that connects with users?

Oreo's #oreoscope campaign.

What does the 'Control' aspect of the 5Cs involve?

Involving users in product development and campaign creation, such as Doritos' 'Crash the Superbowl'.

What are some examples of campaigns that showcase consumer co-creation?

Mountain Dew's 'Dewmocracy' and Lay's 'Do Us a Flavor'.

How can contests and giveaways on social media serve brands?

They create awareness and provide insights for marketers.

What is the significance of KPIs in social media marketing?

KPIs help measure success based on specific objectives like awareness or engagement.

What are some KPIs for measuring awareness in social media?

Number of views, shares, and new site visitors.

What is a key consideration when handling a social media crisis?

Understanding how to effectively manage public relations, such as in the case of the City of Columbia's apology.

What is the role of fact-checking sites in social media?

To help distinguish between true and false information.

What are some successful influencer marketing tips?

Know your audience, match influencer to audience, be authentic, set clear goals, and follow FTC guidelines.

What defines a nano influencer?

An influencer with between 1,000 and 5,000 followers.

What defines a micro influencer?

An influencer with between 5,000 and 20,000 followers.

What defines a power or mid-tier influencer?

An influencer with between 20,000 and 100,000 followers.

What defines a mega influencer?

An influencer with between 100,000 and 1 million followers.

What defines a celebrity influencer?

An influencer with more than 1 million followers.

Why do brands prefer to work with micro-influencers?

They often have higher engagement rates and a more targeted audience.

What is the purpose of the 'Connect' aspect of the 5Cs?

To create spaces or campaigns that encourage user interactions and deepen connections.

What is an example of a campaign that provides entertainment while delivering value?

Blendtec's 'Will it Blend?' videos.

What is the significance of the 'Compete' aspect of the 5Cs?

It taps into the motivation to compete through contests and giveaways.

What should brands do to facilitate content creation?

Provide tools like branded logos, stickers, and frames.

Why is social media marketing important for nonprofits?

It helps nonprofits participate in relevant conversations, become valued contributors, build community, and engage by sharing successes.

What is a notable example of a successful social media campaign for a nonprofit?

The ALS Ice Bucket Challenge, which raised $220 million in its first year.

How was the funding from the ALS Ice Bucket Challenge allocated?

67% to research, 20% to services, 9% to education, and 4% to fundraising and donor processing.

Why is it important for donors to know how their money is used?

It builds trust and engagement, leading to more successful campaigns.

What are some benefits of social media use for businesses?

Increased trust in employees, effectiveness of employee-generated content, visibility and loyalty from employee advocacy, and higher sales leads.

How much more likely are salespeople who share engaging content to exceed sales goals?

45% more likely.

What tool did Taco Bell use to enhance customer interaction?

Taco Bell used a Slackbot to take customer orders.

What are some ways AI can be utilized for social media?

Writing captions, searching for hashtags, writing ad copy, creating newsletters, and brainstorming content topics.

What is the first step in developing a social media marketing strategy?

Listening to the target audience to understand their platform use and behaviors.

What is a key characteristic of effective communication in social media marketing?

It is interactive and requires listening first.

How did Taco Bell engage users with their Snapchat campaign?

They used a lens that cost $740,000 for a 1-day campaign, resulting in 224,000 views.

What was the outcome of American Express's 2-week influencer campaign on Instagram?

It doubled the average number of daily viewers and achieved 40,000 engagements.

What does building a community around a brand require?

Time, effort, and resources, leading to a loyal group of followers.

What are social media algorithms?

Sets of mathematical rules that dictate how content is presented and ranked in users' feeds.

What is the purpose of a social media content calendar?

To ensure fresh and timely content for algorithm optimization.

What is the significance of two-way communication in social media marketing?

It allows for engagement and response to customer feedback, rather than just advertising.

What should marketers focus on to build trust with their audience?

Open, transparent, and authentic communication.

What is a challenge in measuring engagement on social media?

Engagement is hard to define and measure accurately.

What is the role of employee advocacy in social media marketing?

It leads to increased visibility, traffic, recognition, and loyalty for the brand.

How can nonprofits continue to engage donors after a campaign?

By posting updates about grants and research findings on their website.

What is the impact of employee-generated content compared to branded content?

Employee-generated content is 8 times more effective than branded content.

What is the importance of understanding the language of the target audience in social media marketing?

It helps in building rapport and effective communication with the audience.

What are UTM parameters used for?

Tracking clicks and traffic from specific social media posts or campaigns.

What are the first three UTM parameters required by Google Analytics?

Source, medium, and campaign.

What does the campaign source UTM parameter indicate?

The social network, search engine, newsletter name, or other specific source driving the traffic.

What does the campaign medium UTM parameter track?

The type of channel driving the traffic, such as organic social, paid social, or email.

What should the campaign name UTM parameter represent?

A name for each campaign to track efforts, like a product name, contest name, or specific sale code.

What is the purpose of the campaign term UTM parameter?

To track paid keywords or key phrases.

What does the campaign content UTM parameter allow you to track?

Different ads within a campaign.

What is a common challenge in demonstrating ROI from social media marketing (SMM)?

Skepticism of management regarding the effectiveness and understanding of SMM.

What are essential elements for demonstrating ROI in SMM?

Clearly defined objectives and KPIs, and tracking and measuring all campaigns.

What roles are necessary for building a successful SMM team?

Social Media Manager, Content Creators, SEO Specialists, Community Manager, Campaign Manager, and Analytics Specialists.

How can social media be used for transparent communications?

By being open and transparent with stakeholders, building brand trust, and communicating mission and values.

What are some tools for social media monitoring?

Google Alert and Social Mention.

What are some social media management tools?

Hootsuite, Tweetdeck, SproutSocial, and Zoho Social.

What are some tools for influencer identification?

Influencer.com, Followerwonk, and Buzzsumo.

What are some careers in social media?

Content Coordinator, Social Media Marketing Analyst, Community Development Coordinator, and Director of Customer Engagement.

What are the five consumer motivations for using social media?

Connection, Community, Content, Commerce, and Communication (5Cs).

What is the significance of understanding social media behavior of the target audience?

It helps marketers engage effectively and tailor their strategies.

What does the quote 'Marketing is a race without a finish line' imply?

Marketing requires continuous effort and adaptation without a definitive endpoint.

What is the importance of good metrics in social media marketing?

They are essential for measuring success and demonstrating ROI.

What is the role of top management in social media marketing?

To encourage involvement and build brand presence.

What should marketers do to convince managers of the ROI of social media marketing?

Careful planning, analytics, and reporting.