Date post: | 14-Feb-2017 |
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Social Media |
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SMM – Social InfluenceChapter 1
WHY are you taking this class??
Today’s Discussion History of Social Media Definitions Social Media Today Why use Social Media Social Media Strategies and Tactics The Good, The Bad and The Ugly
History of Social Media
Social Media Defined Content is….
User generated User controlled User shared
Exchange takes place on a platform on an Internet site
Branding Defined The process involved in creating a unique
name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.
Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
Your text here
Business Dictionary (2016), http://www.businessdictionary.com
How Do You Feel?
Brand Communities Defined Formation of a group of people in the digital world
around a brand, organization or cause. Unite around
Joint loyalty Mutual interests
Non-geographical Relationships between
Publics and organizations Individuals affiliated with brand community
Relational Marketing Defined
All marketing activities directed toward Establishing Developing Maintaining Successful relational exchanges
Presence of relational commitment and trust is essential to relationship marketing
Morgan & Hunt (1992), The Commitment-Trust Theory of Relational Marketing, Journal of Marketing, 58, 20-38
Goal of Social Media
Sustain the valued relationships developed in the brand community! (p. 12)
Social Media Stats in 2016 Facebook is the largest SM platform with over 1.55
billion active users Twitter has over 320 million active users world-wide
and one of the top 10 websites in the United States Instagram has over 400 million active users and is
owned by Facebook YouTube has over 1 billion users who spent 70+
million hours of watch time as of March 2015
Helmrich, B. (2016, January 29). Social Media for Business: 2016 Marketer’s Guide. Business News Daily
http://www.businessnewsdaily.com
Social Media –
What’s It Good For??
Product Dev
MKTG & PR
AdminCust
Service
Org Vision
Types of Platforms Blogging Forums Social networks (Facebook, Twitter, etc.) Media-sharing sites (YouTube, Instagram) Social bookmarking and voting sites (Reddit) Review sites (Yelp) Virtual Worlds (Second Life)
Developing Engagement Public relations driven by publics not organizations
Conversations Activities Dialogue
Provide solutions to problems Transparency, two-way dialogue, expertise or
knowledge sharing and consistent interaction
Social Media Tactics They are what brands do in social media Should not be haphazard Specific engagement fueled by research and design of
the campaign How SM should be approached…
Holistically In consideration of the company’s vision With the purpose of enhancing that vision
4-Step Process to an effective Social Media Marketing Campaign
Step 1:Listen
Step 4:Evaluate
Step 2:Strategic Design
Step 3:Impleme
nt & Monitor
The Good, the Bad and the Ugly
68% of business find SM an important communication channel, however
70% of consumers complaining via Twitter never got a response from the business
87% of posts to Facebook brand pages were left unanswered
Only 37% of Facebook brand pages answered posts and engaged with fans
Consumers expect a response in under 60 minutes