Marketing & Social Media

2/3 of fans are likely to share good brand experiences and share promotions and discounts with their Facebook friends. 2/3 of fans are likely to share a bad brand experience.

• News Feed
  • Mimics regular postings
  • Large image/video + text
• Right column Ad
  • Not as effective as news feed ad
  • Not available for mobile advertising

You also have another layer of location targeting, allowing to be even more specific:

• Everyone in this location (the default targeting option)
  • The last updated location of an actual Facebook user
• People who live in this location
  • Location is set by the location on a user’s Facebook profile and confirmed by their IP address.
• People recently in this location
  • Tracked by mobile device usage in the geographic area you intend to target.
• People traveling to this location
  • Users who had this geographic area as a recent location that’s at least 100 miles away from their home location

Do:

• Do not delete messages/ comments
• Apologise in an authentic manner
• Take critique seriously
• Engage the most prominent/ vocal critics
• Remain calm , every storm moves on
• React to date

Don't:

• Do not listen (united airlines)
• Do not react (dell)
• Work with unauthentic messages (NYPD)
• Use wrong medium (NYPD)

• E.g. musicians produce youtube song about company fail. 18'500'000 vies withing 4 days stock price decreased by 10 % since the company did not react in time to this video.
• Think about what could go wrong with a campaign before you launch it.
  • E.g NYPD launched a campaign and expected happy pictures with the police with "do you have a photo w/ a member of the NYPD? Tweet us & tag it . Result was a flood of pictures with officers mistreating people, and cynical comments. 70000 people tweeted aout police brutality and comments postet at a rate of 10'000 an hour. Bad response. Image was more damaged thatn ever.

• Demographic: : Twitter users young/urban; no "social obedience" ▪
• Medium: no control "Tweets are like roaches". Most content is negative, funny or sarcastic.
• Brand: already negative sentiment => avoid a hashtag campaign.
• Alternatives
• Feel-good user generated photos through a contest on Facebook, Instagram and Pinterest
• Use Twitter:
• Upcoming events with positive/ neutral PR surrounding; for monitoring not for campaigning
• Nevertheless: More people are following @NYPDNews

Two-thirds of companies said they are either currently using social media channels or have social media plans in the works

But:

• Focus: social media as a one-way promotional channel,
• Lack of use media to analyse conversations and turn it into insights
• 75% did not know where their most valuable customers task about them
• 31% do not measure effectiveness of social media
• 7% of participating companies integrate social media into their marketing

Social media: approaches and principles of successful engagement (synthesis)

1. Take social media seriously, feel the “pulse” (Dell)
2. Know your audience and your media (NYPD)
3. Align social media with corporate “reality” / with reality of products and services
4. Interact with other influential individuals/ brands to maximise your reach
5. Consider the timing of your engagement
6. Dialogue and not content is king
7. Let others talk for you (customers, employees, partners etc):
8. Don`t sell – give (entertainment, information, education,…)
   1. 80/20 rule of thumb (non-promotional vs. promotional content)

Successful approaches

1. Constantly monitor the social media environment. In case of "turbulences" react immediately, honestly, and sensitively

Most brands tweet during the work week. Peak is on Thursdays and in general between 9AM to 6PM. But peak times vary with industry, location, and audience demographics.

The most retweets happen on Sundays. And in general more at night (EST)

Non-promotional dialogues:

• Get personal (occasionally) Dell
• Incorporate users or employees as your brand messengers
• Link social media messages to real world / events (Oreo, Obermutten)
• Transmit corporate and consumer values (Dove, Apple, Under Armour)
• Do the unexpected (outrageous /funny / provocative (Abarth, Blendtec, Burger King)

• Unilever’s Dove Campaign for Real Beauty’’
• Bring together like-minded people who wish to enhance girls’ and women’s self-esteem by helping to establish realistic standards of beauty
• Mix of media/activities: advertisements, video, workshops, sleepover events and the publication of a book, the production of a play and a digital platform, viral videos.

Contact influencers personality to promote the car & start a social media (twitter, Instagram(fb)) marketing campaign

Maybe guarantee something to be done for the environment when you buy the car. Like planting a tree

Influencer. Ping them, make a proposal, define expectations, name a price and make a contract. They need to interact with the product.

• Awareness
  • Brand awareness e.g. followers
• Engagement
  • Brand engagement (e.g. twitter analytics - comments)
  • Website traffic from social media (google analytics)
• Word of mouth

1. Likes, follower 71%
2. Visitors 68%
3. Number of social media reports 59%
4. Dialogue 16%
5. Requests, rutnover 17%
6. Image 14%
7. Topic leadership 13%
8. Satisfaction, recommendations 11%

Digital acceleration team (DAT)

3 core disciplines:

1. Listening
2. Engaging
3. Inspiring & Transforming

Listening and engaging: focus on trouble spotting:

• Taping on online conversation and interactions as and when they happen.
  • Trouble spotting: high number of comments,”
  • Marking negative issues: «If there is a negative issue emerging, it turns red.”
  • Alters to trigger engagement, i.e., a real-time online response from a team member.“

DAT team: combining social media with corporate training

• Digital leadership training
• 12 members per class train for 8 months
• Three different areas:
  • Community management for top global brands.
  • Small internal projects, where we would make our capacity for business units and functions, e.g. mobile solutions in emerging markets
  • Intense training and through leadership

• Foundations /characteristics of social media and social networks, nodes etc.)
• What makes networks and social media powerful?
• Networks in organisations
• Social media and underlying concepts/classifications)
• Social media goal setting/ approaches / building blocks
• Audience, channels and successful customer engagement principles
• Frequent mistakes - and approaches and principles of successful engagement
• Social media tracking / monitoring

"marketing is to find out what people like and do more of it. Marketing is to find out what people don't like and do less of it."

The Consumer needs something and the suppliers provides goods and services- so marketing gives the information of the supplier to the consumer and the consumer gives money to the supplier.

Old times the consumers needs were only provided by one supplier. It was a simple decision making. The supplier market decided (shortage society) Today it is different, consumer demand marked (affluent society) consumers have multiple suppliers to choose from and make a complex decision about goods and services and where to buy it.

Consumer: convenience fllfilled, happy, phychological relieve, accessability

Supplier: Revenue provitability, new customer, loyalty, dominance in area

Consumers: space, capital, human resource
 

Supplier: human resource, capital, suppliers, good decision making, smart invesments

1950 Production orientation (sellers market) produce as much as you can

1960 Sales orientation (increasing competition, saturation) sell as much as you can
1970 Marketing orientation (buyers market) produce what you can sell

1980 Competitive orientation. How do we differentiate ourselves from competition?

1990 Environmental orientation , how do we recognize relevant trends and react effectively?

2000 Network orientation, how do we interact in networks and with customers and other market partners?

• Customer collaboarion and influence
• Growth of channel and device choices
• Social media
• Roi accountability
• Decreasing brand loyalty
• Data explosion
• Shifting consumer demographics
• Regulatory considerations
• Growth market oppotunities
• Financial constraints
• Corporate transparency
• Privacy considerations
• Global outsourcing

• 67% Customer collaboarion and influence
• 61% Growth of channel and device choices
• 57% Social media
• 45% ROI accountability
• 42% Decreasing brand loyalty
• 39% Data explosion
• 37% Shifting consumer demographics
• 33% Regulatory considerations
• 31% Growth market oppotunities
• 30% Financial constraints
• 21% Corporate transparency
• 10% Privacy considerations
• 9% Global outsourcing

Self actualization, esteem, social, safety, transportation

It takes customer orientation plus competitor orientation and equals the building up, extensions and conservation of competitive advantages of a corporation. Marketing is market-oriented and market-driven business management and decision making.