quiz 4 digital marketing

Define and provide examples for the following categories of posts:

Utilitarian value. Community value, Entertainment Value

Utilitarian value. Community value, Entertainment Value

-Utilitarian value- direct monetary or product benefits that can be gained by internet users in conjunction with seeing a social media post

ex-– Discounts

– Product information/new product information/training

– Contests/drawings

-ex sephora posting 20% off

Community value- people use social media primarily to connect socially with friends, but some people value connections with brands- using identity relevant connections with consumers can enhance this connection on social media- belonging connection, shared between a group,

Ex. StayWear is a lifestyle clothing brand but has a small loyal fanbase with central message to “Stay kind” 

 Entertainment value- people that you think are funny- people using social media for amusement

Ex. Redbull posts entertaining videos on instagram

BMW’s X profire meant to entertain followers- video illustrating new product feature

Review the social media objective platform found in Stukent 9.3.2 in detail.

Provide the primary and secondary social channels for the first four objectives

(not reputation management).

First-time customers - primary- youtube(gives extensive videos for customers to understand product, chance to go viral, keywords in caption or description) secondary- instagram(short clips- influencers are a trusted resource)

Customer loyalty- primary- pinterest, snapchat, instagram(people are loyal to these apps)  secondary- linkedin(professional experts in niche)

SEO- primary- facebook(keywords can be used to target specific audience, in business description)  secondary- X(public platform- able to use hashtags to target people)

Advertising- primary- facebook and instagram( trusted platforms)  secondary- youtube(videos perform better when showing a product, robust advertising to customer)

Define Curated content, Original content, repurposed content, User generated content and co-created content. Provide examples

Curated content- content that is compiled from external sources and repurposed- created entirely by another entity- reposting content- sharing someone elses content

• Original content- written the copy- original content to the brand- retain complete control over messaging

• Repurposed content: Created for another purpose but now shared on social media (i.e. infographic)-technically still original content- content used for campaign or organic social post

• User-generated content: Created by others to promote your brand- brand says to use hashtag so they can repost

• Co-created content: Creating content with other brands or people- youtube collaboration with content creators- ex. lego

(Hustle Nation with Chris Burns)

(Social Media Decoded: Michelle Thames/Kathy Fredrickson

• Curated content: Posting Content from others with commentary. Best practice has changed in the use of curated content

Describe steps in social media planning

1. Determine the objective

Most common: Creating first time customers through advertising

2. Choose the platform

3. Plan the content

4. Distribute and promote content

5. Measure success- you can now convince your stakeholders that what you are doing is worthwhile for the organization

Describe POEM(paid, owned, earned, media)

Paid Media:

Social media advertising

Paid search marketing

Display advertising

Affiliate marketing

Owned Media:own profiles and postings that you put on

Website

Social media profiles/postings

Email marketing

 Earned Media: when others will share your message

Social media sharing

Direct traffic

Search engine optimization

Press coverage

Meta – Define ad types and segmentation opportunities

Facebook-

Instagram-

- Image ad- image, caption(CTA)

- Carousel ad- basic image with more you can scroll through

- Slideshow ad-

- Video ad

- Collections ad-many product images underneath

-segmentation- 

Core- demographics- age geneder

custom-by uploading your email list- can do retargeting- email addresses- past or current customers

look alike audience- go through own followers on your facebook and find other users that fit the criteria

Have to have segmentation planned for social media platforms

Describe YouTube advertising opportunities

- Within-video ads

– Skippable ads

– Non-skippable ads

– Bumper ads- before or after the content- theyre within the video- less than 6 second cannot be skipped and are either before or after the video

– Overlay ads (desktop)

-what they watch, what they search, what theyre interested in, when subscribed to channel what characteristics they have

-relevance is most important, then quality(video sticking), video clicks, video channel characteristics- why do you click on video, advertising that youtube does

- Video-external ads

– Display ads (desktop)

– (Google) display ads (mobile)

– Video discovery ads

Describe LinkedIn advertising benefits

- Posts from connections

- Advertisements

- Posts from followed pages

- Activity from connections

- Posts from followed influencers

LinkedIn Advertising:

Targeting Criteria

-largest social media for professionals great for B2B- brands rank on search engines, ability to capture ads through lead generation, in-mail- is email marketing but to paid targets

-can do regular dynamic advertising but can also do In-mail advertising- email marketing but to paid ad targets

Describe what makes Instagram unique from an advertising standpoint.

- Placements: Feed and Stories and Explore tab

- Utilizes Facebook ad platform

- Influencer network came before advertising

- Ad types

       – Image ads

       – Video ads

       – Carousel ads

       – Collections ads

- Contract with an influencer

-one post on screen limits distractions- links to other platforms- can tag products in organic posts

-has influencer marketing

Describe how to make a social media post searchable.(See X section)

Use hashtags

 Describe the steps in addressing negative content about a brand online

respond in professional/timely manner, shouldnt mention brand name so doesnt get associated with brand content- 

According to the ebook (Chapter 11), how did Taco Bell respond to negative press when a photo of an employee licking taco shells went viral online?

-employee video licking taco shell 

-released full press video next day, taco bell made efforts to make sure quality food handling in future

According to SproutSocial, people expect to wait how long before receiving a

response from a company they have contacted on social media?

-consumer expectation -0-4 hours

-average brand response time- 10 hours

Describe the steps in addressing a negative review

comments

-avoid being defensive

-dont downplay

-take responsibility when needed

-describe what is being done to resolve the issue

• When negative reviews are posted, some websites allow the company to respond

• The company should avoid becoming defensive and should avoid downplaying the reviewer’s experience or making any negative statements about the reviewer.

• The company should try to understand the situation fully, take responsibility where applicable, and point out what has been done to resolve the problem.

Describe the three T’s of emergency response management to negative content

3 T’s:

Timeliness- respond fast

Transparency- admit wrongdoing

Training- your team for next time

“Doing Social Media”

1. Posting Content

- Creating new customers

- Increasing customer loyalty

- Supplement SEO efforts- keyword rich social media platforms

2. Paid Advertising

-platforms that work together to plan and evaluate how their posts are doing

3. Reputation Management

- Social monitoring – 30,000 ft view- saying good or not good things on social

- Social listening - In the weeds

Pitfalls of Posting

- People disinclined to follow corporate profiles

- Penalty applied to content from corporate profiles

- Content may not influence purchase likelihood

Pitfalls of Posting:

Entertainment Distracts from

Selling the Product

• https://www.youtube.com/user/Blendtec

Loyalty Path

-acquisition → engagement → loyalty

Question for class – How can a company assess if acquiring a follower on social media leads to actually acquiring a customer?

Choosing Social Platforms

• User characteristics- age, gender

• User interaction structure- how are ads displayed, what are your choices- horizontal(youtube, facebook)

• Advertising capabilities

– Attracts users’ attention

– Targeted to potential customers (excludes

never-buyers)

– Inexpensive

Posting Valuable Content

• Entertainment value- people that you think are funny

• Utilitarian value

– Discounts

– Product information/new product information/training

– Contests/drawings

• Social value- can share

Social Media Style Guide

• Tone

• Guidelines for responding

• Guidelines for posted content

• Any other useful guidance

Distribute and Promote Content

Owned Media –

Alignment of incentives (focus on value of following on social media channels)

Promote social media channels after a purchase

Earning “Free” Media

Exposure

• Gain followers/subscribers; post content

– Engaging content enables customer acquisition

– Engaging content also facilitates content exposure

• Earned media

– Re-posting of company content

– Consumer posts about company

6 Factors that Increase Likelihood of Sharing

• Social currency – We share things that make us look good to others

• Triggers – We talk about things associated with our environment- ex. New chancellor

• Emotion – Feeling deepens our connection to share- 

• Public – Things that are observable

• Practical Value – Useful or solves a problem

• Stories – Create a story that makes the company y the protagonist

 Measuring Success Social Media Metrics - Posting

• Volume

– Total followers

– Impressions (total and per post)

• Engagement

– Re-post/re-tweet

– Total likes/comments

– Engagement rate (likes/followers)

• Conversion

– Click-through rate

– Conversion rate

– Percentage of followers who purchased

Social Media Metrics - Advertising

• Impressions

• Click-through rate

• Conversion rate

Social Media Metrics - Social Listening

• Total volume: Number of posts/tweets mentioning company or brand

• Sentiment: Percentage of posts/tweets that are positive/negative

Facebook News Feed

A newsfeed includes:

- Friends’ posts

- Advertisements

- Posts from Liked pages

- Friends’ activity (comments, photos, etc.)

Content Ranking Formula

- Affinity for posting entity

- Popularity of post

- Age of post (48 hours)

- Media type (Facebook favors Live video)

Facebook’s Knowledge

Sources

- Liked pages

- Ad interactions

- Ad hovers

- Installed apps

- Log-ins

- Other Facebook members

Facebook Ad Targeting cont.

 Demographics

- Interests- based on your past browsing history

- Behaviors-how often you interact with content

- Custom audiences

- Look-alike audiences

Facebook Ad - SEO

• Facebook business pages earn high rankings in SERP

• First 140 characters of the business Description appears in SERP

Twitter (X)

- Why do people use X?

- Highly active users

- Expect Rapid Responses

- Use platform as a public message board

Gaining X Followers

- Who to follow

- "You might like”

- Re-tweeting

- Hashtags

- Advertising

X Advertising

- Standard ad process

- Custom audiences

- Retargeting

- Placements

   – Feed

  – Trending list

YouTube Content Ranking(Home)

- User’s watch history

- User’s search history

- User’s subscriptions

- Video “stickiness”

  – User interest in watching

   – User engagement (likes, comments)

- Video clicks

- Video channel characteristics

YouTube Content Ranking (Search)

- Relevance

- Quality

– Video “stickiness”- people are getting beyond just the introduction

– Video clicks

– Video channel characteristics

Instagram Content

- Feed

   – Posts from friends

   – Posts from followed accounts

   – Ads

- Stories

- Reels

- Shops

Online Reputation Management

he practice of promoting a positive message online by increasing the visibility of positive information and managing negative information”

ORM(online reputation management) recognizes that negative online content can have unnecessarily damaging repercussions long after the underlying issues have been addressed.

For discussion –

You find a restaurant you want to go to ‘near you’. You Notice negative Google reviews.

As a marketer, what advice would you give the restaurant?

-address the concerns

-leave a review to move negative comments down

What are the reasons for valuing an online reputation?

-People like to do business with reputable companies

-savvy, potential customers do their research

-news outlets will look for information about your company

-positive press reflects well on the brand

-employees and potential new hires want to work with a brand with a clean reputation

-shareholders and investors invest in, trust in, and work with reputable companies

-your company, maybe one employee, maybe one product, maybe one incident went wrong somewhere, but should you pay  a price or be labeled for that mistake forever?

Google Alerts

• Google Alerts

• Be prepared to sift through a lot of content- region, search query

• Set the frequency to weekly in most cases

“Monitor the SERPs”

What does this mean? Googling your entity and what AI comes up with and what search questions come up

The Four Elements Of Online Reputation Management

1.Monitoring- use a tool to monitor the comments

2.Analysis- analyse and looks at positive and negative

3.Engagement- engage when necessary

4.Strategy and Action-

Where Do Negative Comments Appear?

• Online review sites (Yelp)

• Scam reporting sites (Scam.com, RipOffReport.com)

• Online forums (Fordforum.com, Connectedmoms.com)

• Press articles

• Websites of activist organizations (PETA.org, World.org)

• Social media sites (Facebook.com, Twitter.com)

• Blogs (PeopleofWalmart.com, Untied.com, an anti- United Airlines site that has been shuttered by court order)

• Informational sites (Wikipedia.org, PublicRecords.com)

Scam Websites

• A company should respond once in a professional manner and then leave it alone.

• Each time the page republishes with additional content about the company, search engines will recrawl the content, and the ranking of this negative report can improve.

• A company should not mention its brand or product names in its response, because doing so can actually make these negative web pages better optimized to rank for keywords the company cares about.

How to Suppress Negative Search Results

1.Link to positive articles from your own social media channels

2.Contribute to Third Party Websites - ex. Profile with Chamber of Commerce

3.Add Backlinks From Owned Assets- you can now backlink to your own website

Press Coverage

News sources may report aspects of a brand that are not positive. Typically, a company is asked for comment. Create a press email for direct inquiries.

Creating Positive Content

• Corporate blog

• Corporate website

• Corporate ads

• Social media postings

• Directory listings

• Charity microsites

Three Categories of Reputation Management Resources

1. Free

Example - www.google.com/alerts

2. Paid

Example: www.reputology.com

3. Agencies and Consultants

Example: gofishdigital.com/online-reputation-

management/

If it bleeds it leads- story with impact

Client Story – Go to the source