E-Marketing Lecture 26. Social Media Marketing Instructor: Hanniya Abid Assistant Professor COMSATS Institute of Information Technology. Objectives. What’s inside: Social Media Marketing Benchmark and set new goals Create strategy outline
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Social Media Marketing
COMSATS Institute of Information Technology
Posted by Lisa Manfield 18 October 2013
We have already discussed:
What is it? Social media marketing
Monitoring and facilitating customer-customer interaction, participation and sharing through digital media to encourage positive engagement with a company and its brands leading to commercial value. Interactions may occur on a company site, social networks and other third-party sites.
We haven’t identified mobile platforms or apps separately since all of these options will be available through Smartphones. However, proximity services like Foursquare and Gowalla are specialist networks that should be considered and we’ve shown them in the social network section.
Let’s take an example now of how you can engage your audience through their interests as part of an integrated campaign. Princess Cruises used a classic “blog to win” or “share to win” campaign asking readers about their favorite travel destination.
The campaign engaged the audience through their interest in travel destinations and used Facebook as the heart of this, but encouraging participation through seeding using other digital marketing channels like blogs and email.
It’s useful to consider POST, a framework for businesses to apply to help them develop a social media strategy first summarized by Forrester in 2007:
Start your strategy by checking the current situation of what social media are delivering to your organization against commercial goals.
With social media, it’s especially important to think about how it will support your business,
Start with the business goals, make these as specific as possible by understanding how customers are using social media now.
Social media channels influence sales and purchase intent by generating leads and sales that are activated both online and offline.
Sell goals are best defined through the Smart Insights RACE framework so that they cover all customer contact points through the customer lifecycle:
Reach- Use social media to reach new prospects through amplification such as shared mentions in social media streams and advertising within social media
Act- Use social content or website(s) and social outposts to encourage interaction leading to increased leads
Convert- Increasing conversion to sale through moving customers from interaction with our brand to purchase
Engage- Encourage our existing customers to act as advocates for our business through sharing and recommendations
1. Encouraging ongoing engagement (this should come before company messages so that the “sell-inform-entertain” balance is right.
2. Communicating brand perception and key brand messages
3. Communicate updates about new products and offers
4. Encouraging dialogue to find out more about products.
5. Reputation monitoring and management
Cost-savings are a less relevant part of the 5Ss since managing social media has incremental costs for which budget will need to be found from elsewhere. But it’s as well that this issue of budget reallocation is considered here.
These are closely related to the speak goals, they explain how to add-value to customers through social media.
Social Media KPI Pyramid - Altimeter
1. Social Technographics Ladder. Used to understand what kind of customers you have, first!
2. Social Media Profile Tool. This enables you to see the different proportion of audience involvement according to customer age, gender and location. There is also a B2B tool
Think how you can activate each type of person:
Benchmark competitor use of social media
Six key activities for managing social media marketing
1. Listen and manage reputation
2. Transform the brand through social media
3. Acquire new customers
4. Increase sales to existing customers
5. Deliver customer service
6. Harness insights to develop the brand using social media optimisation (SMO)
The starting point in developing any strategy is to understand what is happening now.
Make no mistake, to really exploit social media is not business-as-usual. It will require big changes for most companies to their brand, company structure and how everyone in the company communicates.
Let’s now look at some core activities that are key to using social media to acquire new customers:
Applying social media to increase sales to existing customers centres on developing your customer communications strategy to encourage more social interactions on your site and on your social outposts.
As with all communications strategies this will cover:
Through improving customer service social media is not a major focus of this guide since we focus on communications that directly increase sales through reaching or converting more of an audience.
This is optimization! Thinking from the customer perspective, SMO is about making brand interactions easier.
That’s easier to:
How you will make the change needed happen. ?
To help manage change, these are some key areas of delivering this transformation we have seen in companies we have worked with and advised:
1. Set scope for social media activities to communicate to staff.
2. Review social media capabilities and priorities.
3. Governance: define who is responsible for social media.
4. Review brand personality and vision.
Key areas to ensure are covered as part of your Social Media Governance policy:
1. Training & Education:
2. Do’s & Don’ts:
3. Brand Guidelines:
4. Reviewing brand personality and vision