SMM Final

SOCIAL LISTENING

  • Consumers talk about brands, products, preferences, and purchases; brands have a new source of insights to base their strategies

    • Through social media analytics, businesses have the opportunity to listen, monitor, and look in depth at these conversations

  • Monitoring: the process of tracking mentions of specific words or phrases on social media sites. Monitoring enables companies to be notified when a social mention warrants a reactions-acts as a trigger

    • Reactive

  • Listening: identifies and collects the information shared on social media sites but the data collected is analyzed for insights to inform strategic marketing decisions. 

    • Proactive

  • Using Social Listening to Understand Your Audience

    • 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

  • Social Customer Care

    • 67% of social media users have used a company’s social media channels to reach customer support; of those 84% expected a response within the first 24 hours

    • Customers spend 20-40% more with companies that use social media to service customer care requests

    • 71% of customers who experience a quick and effective brand response to their support requests on social media are likely to recommend that brand to others, compared to just 19% of those that don't receive any response 

    • 1 in 10 customer care requests made on social media get any response 

  • Online Mood- Sentiment 

    • Attitudinal Research/Opinion Mining

    • Sentiment Analysis Steps 

  1. Fetch, crawl, scrape, and cleanse

  2. Extract relevant data points

  3. Extract sentiment using sentiment indicators

  4. Aggregate the date into a summary 

  • Competitor Analysis Social Listening

    • Pick competitors and start monitoring

    • Go through basic stats

      • Mention and reach

      • Sentiment

    • Dive into Mentions

      • Get product feedback

      • Find influencers

    • Explore social listening reports

CONTENT

  • Plays key role in achieving social media objectives: brand recognition, audience engagement, lead generation, and thought leadership

  • Positions your brand as a go-to source for information

  • Builds trusting, long-term relationships with target audience

  • Must reflect unique perspective and differentiators for your brand

  • Must be Consistent, Relevant, Authentic, and Engaging

    • Has to be scalable

Types of Tactics

  • Branching

  • Contributing

  • Friending

  • informing/broadcasting

  • Clustering

  • listening/monitoring

  • Collaborating

  • Crowdsourcing

  • seeding/propagating

  • Educating

  • Entertaining

  • Gamfying

  • Incentivizing

  • Selling

  • Serving

Not everyone will need all of these tactics based on the nature of the brand



Types of Content

  • Blog posts

  • Feature articles

  • Microblog posts

  • Press releases

  • White papers and case studies

  • Newsletter

  • Videos

  • Webinars

  • Presentation

  • Podcasts

  • Photos



Content Marketing: strategic 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



Content Strategy Development

80-20 rule: 80% of content needs to be consumer oriented and focused on what the audience wants to hear, 20% of content should be oriented towards what the company wants to say




Hygiene Content: things that are done on a daily basis an things

  • Evergreen content: can be used from year to year (Ex: have a great spring break, Merry Christmas)

Hub Content: generates excitement; published less frequently than hygiene but more than hub

Hero Content: used much less, requires lots of production, most bang for buck (Ex: Super Bowl Commercial, product launch, album drop); involves lots of content curation and not creation 



How?

  1. Producing the Content

  2. Scheduling the Content Calendar

  • Who’s posting what/ specifying roles of everyone



Creating a Content Strategy: the game plan for coordinating, creating and distributing your organizations content

  1. Research and Analysis of current content reception

    1. Social media audit

    2. Look at audience demographic

    3. Analysis how existing content was received (make list of best received post)

  2. Target audience ID’d by platform 

    1. Content should be tailored to the network

  3. Content specific goals and objectives

    1. Overall and specific content goals

  4. Plans for distribution and publishing 

    1. What to post, where, and how often

      1. Understand how often followers are interacting with content; base posting schedule off of this

    2. Consistency within brand voice



Creating vs Curating

  • Creating: new content, saying what you want to say and how you want to say it

    • Time consuming, lots of resources 

  • Curating: understanding trends and how they interact with your audience 

    • Finding content and making it consistent with your brand voice

  • Mix of content curation and creation function best



Creating a Content Calendar

  1. Ensure it’s easily accessible

  2. Don’t plan too far ahead

    1. Trends could change, world events, not always sustainable

  3. Keep a larger monthly calendar and weekly calendar (separate daily posts by network)

  4. Repost content that is performing well; build an evergreen library 

  5. LISTEN to what’s happening on social media

    1. Can change based on customer’s demand



  • Social media strategy is big idea of plan; Content strategy is the how to get there and a schedule

  • Monthly Calendar: Highlight things coming up and unlikely to change; larger brand dates

  • Weekly Calendar: Detailed schedule of everything being posted on each network

  • Evergreen Library: allowed to be filler content in monthly calendar- be aware of evergreen content that expires



Social Publishing: The production and issuance of content for distribution via social publishing sites like blogs, media-sharing sites, social network sites, and social bookmarking and social news sites

  • Entertain: monthly

  • Inspire: biweekly

  • Start conversation: weekly

  • Teach how to do something: 2x week

  • Provide relevant information: 3x week



Ecommerce/Social Shopping

  • E-Commerce: practice of buying and selling products and services via the internet; Social Commerce is a subset 

  • Social shopping is the active participation and influence; refers to consumers’ behavior as they use social media to make purchase decisions

  • Social commerce is the commercial application of social media to drive the acquisition and retention of customers (ratings/reviews, shopping apps, deal sites, social shopping malls)

Types of Social Shoppers

  1. Savvy Passionista- trendsetters who influence others shopping behavior and express opinions on social medias

  2. Opportunistic Adventurer- impulse shopper always on hunt for great deals

  3. Quality Devotee- all about finding best product available; spares no time/expense to achieve goal 

  4. Strategic Saver- comparison shopper who will dig for deals

  5. Efficient Sprinter- focused on saving time

  6. Dollar Defaulter- find cheapest deal; brand factor is not a factor

Instagram is becoming no.1 social shopping platform



Web 3.0: known as social commerce which allows for exchange of products and services as well as trading of user contributions and social interactions to assist in the online selling of products 



Social Commerce is Still Shopping: 

  • Problem recognition

    • Facilitated by several social commerce tools

    • Social ads on social networking sites

    • Shared endorsements from friends posted in activity streams

    • Curated images and lists on sites like pinterest

    • Location-based promotions

    • Participatory Commerce 

  • Information search 

    • Comments and conversations throughout social channels

  • Alternative evaluation

  • Purchase

  • Post-purchase evaluation



METRICS AND KPIS

  • We have to know which stats are meaningful, not just what the stats mean

  • Objectives have to bse set so that their effectiveness can be measured by their KPIs

Numbers vs. Metrics

  • Without context a measurement is merely a number; context makes a number a metric

    • Context can include comparison to something, company expectations, competitors efforts, etc.

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

  • 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: the presence of a person at each social touch point

    1. Metric: page/profile visits, content views

  2. Interaction: actions people take while present at the social touch point

    1. Metric: likes, shares, completion rates (watching entire video), average times spent per interaction, comments, downloads

  3. Intimacy: affection or aversion a person holds for the brand

    1. Metric: sentiment, complaints posted in social channels, compliments posted, contribution quality, emotion expressed in UGC, brand perception, brand attitudes

  4. Influence: the likelihood that a person will advocate for the brand

    1. Metric: quantity, frequency, and score of reviews and ratings; number of recommendations in social WOM communication and impressions reached due to influencer network size; referrals

Understanding Measurement and Metrics

  • Measurements within a defined context are metrics

  • Measurements require context to provide useful feedback

  • Metrics that are tied to objectives are KPIs

  • Objectives must be SMART before we can identify KPIs



Tracking Metrics for SM Strategy

1. Define SMART Objectives and Metrics

2. Decide on Metrics



Social Media Marketing Metrics Matrix

  1. Activity Metrics: Organization’s social media marketing efforts

  2. Interaction Metrics: target market engagement with social media marketing 

  3. Return Metrics: outcomes achieved from social media activities and engagement


3. Choose Data Sources for Tracking