Social Media Marketing

News: Customer tracking via mobile phones

https://www.youtube.com/watch?v=iqLXelbzfc4

Market News: Cell Phone Tracking

•Since 1990 providers have been able to track cell phones, but recently they have been integrating data for data mining

•Some providers can track when and where you go, what businesses you frequent, phone numbers called, language, etc.

•One user was monitored every 7 minutes and over a month was profiled for 37,000 locations

•Disclosure of collecting and use of that data is nor required at this time– you are not informed

•For $6/mo parents can track teens regarding where they say and actually go.

•Police can use the triangulation for emergency calls

Exodus on Social Media

Quick survey…

• How many have smart phones? How many times a day do you use them?

• Do you have a page on Facebook, Twitter, LinkedIn or other social media? How often do you log in/check it? What are your uses for it?

• What locations do you go to where the provider uses suggestive selling based on your previous purchases?

• How much does word of mouth on social media influence you?

Social Media Landscape: It’s Big!

…and getting bigger all the time!

Let’s take a side trip– who innovates?

1910 1920 1930 1940 1950 1960 1970

Kindergarten

Driver training

Modern Math

50 yrs 18 yrs 5 yrs

Innovations in Education

What do you notice about these trends?

Invention Interval (yrs) Invention Interval (yrs)Fluorescent lamp 79 Radio 8Gyrocompass 56 Wireless telegraph 8Cotton picker 53 Wireless telephone 8Zipper 27 Hardened fats 8Television 22 Vacuum tube 7Jet engine 14 Ballpoint pen 6Crease resistant fabrics

14 Power steering 6

Radar 13 Self winding watch 6Xerography 13 Magnetic recording 5Steam engine 11 Streptomycin 5Nylon 11 LP record 3Turbojet engine 10 Freon refrigerants 1Safety razor 9

Estimated time interval between invention & innovation

3.1 yrs

2.7 yrs

2.2 yrs

1.7 yrs

Innovation decision period

Rate of awareness knowledge

Rate of adoption

Cumulative % of farmers

100%

50%

0%

75%

25%

1944 1946 1948 1950 1952 1954 1956

Rate of awareness-knowledge, rate of adoption, and length of the innovation-decision period for Iowa farmers adopting 2,4-D weed spray by year

Innovators Early Adopters

Early Majority

Late Majority Laggards

2.5% 13.5% 34% 34% 16%

Cosmopolitan, networks, low risk aversion, courage, curiosity

Localized opinion leaders, missionary, role models, respected

High interaction, non-leaders, linkers, deliberate

Economic necessity, social & peer pressure, skeptical

Past oriented, isolated, suspicious of change & change agents

General trends for early adopters:• Higher education, literacy, intelligence, achievement, aspirations• Higher SES, occupational status, social mobility, income• Greater empathy, flexibility, social participation, media exposure• Opinion leadership, well-integrated with system

Categories of Adaptors to Innovations

Revolutionaries• More advanced in their understanding and

execution of social media marketing initiatives

• Nearly five times as many Revolutionaries are already implementing social media in their organizations.

• 81% of Revolutionaries agree it would grow in significance over the next five years

• Focus more on listening to consumer and bloggers’ points-of-view.

”Wait-and-Sees”• Just 33% of the Wait-and-Sees agreed

social media would grow in significance • Three times as many Wait-and-See

companies are only at the learning stage

• Put more emphasis on using social media for new types of marketing campaigns such as viral marketing and videos

Both Revolutionaries (95%) and most Wait-and-Sees (60%) are eager to connect with other colleagues to study consumer feedback and learn from it.

Evolution of Online Marketing

17

Need to get Online!

“SEO”Search Engine Optimization

“Pay Per Click”If I providevalue, mybusinesswill succeed

“Need toget on Twitter”

If I providevalue, mybusinesswill succeed

“Social Velocity”Viral marketing

4 Cs of Social Velocity: Content, Connections, Community and Conversion

The complexity of emerging media

marketing

Try new things based on friends’ suggestionsEncourage my friends to try new productsStay more engaged with the brands I likeShare any negative experiences with brands or productsNot buy brands because I learned of negative customer experience

• Selling soap– Viral marketing• Viral commercials• Viral marketing– expert tips (8:44)• Social Media Marketing Industry Report (pdf)

Content Created

Story/content hits Digg’s frontpageMajor blog sees

story on Digg’s frontpage, link to post about it

Twitter user posts story on their Facebook status

Tweet about story/ content to followers

Smaller blogs see story on larger blogs. They post about it

Digg user submits story to Reddit, makes front page

Several followers retweet to their followers

Different friends share it with their friends

Story gets retweeted all over twitter

Stumbleupon users vote up story from their Stumble toolbar, makes front page of Stumbleupon.com

If content is great can end up features on sites like:

Google Engine Result for Story/Topic1. Your site(due to all the inbound links)2. Major blog #1 (w/link to your site)3. Digg story (linking to your site4. Blog #2 (w/link to your site)5. Tweet (linking to your site)6. And so on…

Which Factors Have Presented the Most Significant Barriers to Social Media Adoption for Your Organization or Client?

http://www.marketingsherpa.com/1news/chartofweek-02-03-09-lp.htm

Research & know your target segment. What are they interested in?

Use the networks & platforms that best speak to your audience

State your Key Performance Indicators (KPIs– success metrics)

Write a SMM playbook: KPIs, audience, brand personas, campaign concepts, promo events, contests, etc.

Align & assign roles & responsibilities for staff

30-60”/week/month for posts: original ideas, links.

Create spreadsheet for content bank for topics, headlines, links, scheduling

Post relevant content on breaking newsworthy topics

Treat all social channels separately; different messages across audiences

Assign customer service rep to be responsive to posts

Schedule reporting of metrics & goals regularly

Reanalyze & revise your plan regularly

http://cdn.business2community.com/wp-content/uploads/2014/10/12-steps-to-social-media-marketing-success-infographic.gif.png

Metrics for Monitoring Social Media

Social Media Metrics

• Social media sites : Unique Visitors, Cost per unique visitor, Page views, Visits, Return Visits, Interaction rate, Time spent, Video installs, Relevant actions taken.

• Blogs : Conversation size (number of sites, links and reach of a conversation whose content includes conversation phrases relevant to the client), Site relevance (Conversation density, Author credibility, Content freshness and relevance).

• Widgets and Social Media Applications: Installs (number of applications), Active Users, Audience Profile, Unique User Reach, Growth, Influence, Installs (number installed per user).

• activity (web Analytics of blog or site);

• tone (sentiment);• velocity (spread over

time, URLs, trackbacks);

• attention (duration on site);

• participation (comments, trackbacks);

• many qualitative attributes (comments, what did they say, what did they mean).

Top 20 social media monitoring vendors for business

Media Dashboards/Analytics

• Visit the store• Attend the

event• Tell a friend• Buy the

product• Contact a

politician• Vote

for/against legislation

• Purchase considerations

• Change in awareness

• Change in attitudes

• Association with the brand

• Likelihood to recommend to a friend or Net Promoter Index

• Click throughs• View throughs• Repeat visitors,

recommendors• Duration• Subscribe to

feeds/links• Article/post

readership• Comments/post

ration• Message recall &

retention

• Number of hits or visits

• Number of unique visitors

• Comment tonality

• Search engine rank

• Message inclusion

• Share of online discussion

• Net positive comments

Degree of exposure to content & message

Who, how and where are people interacting with

our content

Degree to which exposure affects

perceptions & attitudes

As a result, what actions

are taken

Social Media Reputational Crisis Management

Digital crisis Communications Study

Digital crisis Communications Study

Social Media Marketing vs Crisis Use

• Increased customer engagement• Improved branding & reputation• Differentiation from competitors• Clear service promotion• Market segment identification• Reduced marketing costs• Conduct market research• Speed of feedback & results• Identification of positive &

negative comments• Community education,

announcements• Direct communication with

customers• Develop loyalty & credibility• Attract new clients• Word of mouth credibility

• Rapid identification of negative chatter

• Identification of positive & negative stakeholders

• Direct contact with influencers

• Single reference for key information

• Ability to immediately post accurate facts & correct misinformation

• Provide timely updates• Multi-media (text, video)• Develop & engage supporters

Unexpected “toppings” at Dominos

(2009)

Sample Case: Domino’s Pizza

Search terms for identifying the extent of negative publicity

Domino’s President Responds

What would you say in a media release regarding the Domino’s video posted on

YouTube? What would your reasoning be in structuring key elements in that release?

Your Business & Social Media

• To what extent is your organization using social media in their marketing?• Why are history and trends for social media important?• What are their reasons for using or not using SM?• How is SM used; how is the information applied?• If you were going to build a case for using SM in an organization, how would

you do it? What would your argument points be, who would you approach?• How would you approach each of the adopter groups regarding use of SM?• What are the arguments against SM, and how would you counter or agree

with them? Why? • As social media obtains more information about consumers, what are the

ethical issues involved and what is your position on them (does it matter to you about your information?)

• What would your ideal strategy dashboard on SM data look like?

22 Social Media Marketing Tips

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