Marketing & Social Media
FHNW- BITMr. Flad
FHNW- BITMr. Flad
In contrast to web 1.0, the core principles of web 2.0 are based on… (mark all correct answers)
- Artificial intelligence and analytics
- Client-server networks
- Neural networks and machine learning
- The creation and sharing of content by peers
- The externalization of content
In contrast to web 1.0, the core principles of web 2.0 are based on… (mark all correct answers)
- Artificial intelligence and analytics (false)
- Client-server networks (false)
- Neural networks and machine learning (false)
- The creation and sharing of content by peers
- The externalization of content (false)
Media richness (MR): mark all correct answers
- MR is the amount of information a medium can transmit at a given time
- Media with higher richness reduce uncertainty and ambiguity in communication
- The richest way of communication is face-to-face
- A phone conference is a richer medium than a virtual world
- Wikipedia is a richer medium than YouTube
Media richness (MR): mark all correct answers
- MR is the amount of information a medium can transmit at a given time
- Media with higher richness reduce uncertainty and ambiguity in communication
- The richest way of communication is face-to-face
- A phone conference is a richer medium than a virtual world (false)
- Wikipedia is a richer medium than YouTube (false)
Social presence and self-disclosure /self-presentation Mark the best answers
- Synchronous communication has a higher social presence than asynchronous forms
- Social presence is influenced by the capacity of a medium to provide intimacy and closeness
- Levels of self-disclosure are higher in Wikipedia than in LinkedIn
- A medium with high self-disclosure helps fostering employee engagement.
Social presence and self-disclosure /self-presentation Mark the best ansers
- Synchronous communication has a higher social presence than asynchronous forms
- Social presence is influenced by the capacity of a medium to provide intimacy and closeness
- Levels of self-disclosure are higher in Wikipedia than in LinkedIn (false)
- A medium with high self-disclosure helps to foster employee engagement.
What does the newsfeed algorithm of facebook do?
The newsfeed algorithm goes over the steps of a user and tries to classify it into different categories to provide strong KPIs to make prediction or improve the reach.
Interest in user - how often user interact with the sender/clicks on recent posts
+
Post - how interesting was this to other users/friends? (comments, likes, clicks)
+
Creator - how interesting is content form this creator in general?
+
Type - image? Video? Link? Plain text?
+
Timing- is the content new?
Why is the newsfeed algorithm useful for facebook? What was the initial urge to create this algorithm?
Content on facebook has been increasing. The algorithm filters corporate pages
Why? the value of a FB fan?
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.
What type of advertising does facebook have? What are the benefits?
- News Feed
- Mimics regular postings
- Large image/video + text
- Right column Ad
- Not as effective as news feed ad
- Not available for mobile advertising
What is the benefit of stating the location in a targeted post on facebook?
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
What to do and what do avoid when using social media campaigns??
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.
What is there to understand about the social media usage and users contes?
- 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
How is social media used in global corporate?
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
What are social media approaches and principles of engagement?
Social media: approaches and principles of successful engagement (synthesis)
- Take social media seriously, feel the “pulse” (Dell)
- Know your audience and your media (NYPD)
- Align social media with corporate “reality” / with reality of products and services
- Interact with other influential individuals/ brands to maximise your reach
- Consider the timing of your engagement
- Dialogue and not content is king
- Let others talk for you (customers, employees, partners etc):
- Don`t sell – give (entertainment, information, education,…)
- 80/20 rule of thumb (non-promotional vs. promotional content)
Successful approaches
- Constantly monitor the social media environment. In case of "turbulences" react immediately, honestly, and sensitively
When do you tweet?
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)
What are non-promotional dialogues?
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)
How can you transmit corporate and consumer values platforms without apparent self-serving purposes?
- 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.
Automotive – practice case
Assignment: Your task is to develop an outline for a marketing campaign in which you try to engage the target populations as much as possible. You can use social media, viral marketing approaches, on site events/activities etc. In planning the campaign, you develop a first outline which describes the key elements of the campaign including channels, events etc.
Case: Company background You work as a marketer in a large and globally operating automotive manufacturer with European roots. The company has a global market share with a focus on US, Europe and Asian markets. You and your team are in charge of the US market. Your particular task is to develop a sketch for a campaign for a new electric car to be launched in the US market. The is priced between 25’000-35’000 USD. The image that you and your team want to bestow to the new care is a small, stylish/hip, and environmentally friendly city car for urban populations. One of the main customer segments for this market are millennials, who are relatively young and culturally diverse.
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.
What do you need to Track & monitor in social media?
- Awareness
- Brand awareness e.g. followers
- Engagement
- Brand engagement (e.g. twitter analytics - comments)
- Website traffic from social media (google analytics)
- Word of mouth
What do swiss companies monitor on social media?
- Likes, follower 71%
- Visitors 68%
- Number of social media reports 59%
- Dialogue 16%
- Requests, rutnover 17%
- Image 14%
- Topic leadership 13%
- Satisfaction, recommendations 11%
How do you implement a systematic approach to social media?
Digital acceleration team (DAT)
3 core disciplines:
- Listening
- Engaging
- 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
What are key questions and key content of Social Media?
- 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
How would you define marketing?
"Marketing is the performance of business activities that direct the flow of goods and services from producers to consumers."
"Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return"
"Marketing is the process of planning and execution the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives."
What are the goals of marketing?
"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."
Why do we need marketing?
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.
What is the principal of reward? Which rewards exist for the market partners?
Consumer: convenience fllfilled, happy, phychological relieve, accessability
Supplier: Revenue provitability, new customer, loyalty, dominance in area
What is the principal of capacity? Which resources do the market partners need?
Consumers: space, capital, human resource
Supplier: human resource, capital, suppliers, good decision making, smart invesments
What was the marketing evolution from the 1950ies to 2000s?
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?
What are factors impacting marketing?
- 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
Sorte the factors that impact marketing by impact.
- Privacy considerations
- Shifting consumer demographics
- Social media
- Roi accountability
- Corporate transparency
- Global outsourcing
- Customer collaboarion and influence
- Regulatory considerations
- Data explosion
- Growth of channel and device choices
- Decreasing brand loyalty
- Growth market oppotunities
- Financial constraints
- 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
Identifiy unerlying needs of tesla in the upside down maslow pyramid.
Self actualization, esteem, social, safety, transportation
What is market oriented management
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.
Draft a marketplace and customer needs and the role of marketing
What is marketing as a dual management concept ?
Compare the old view of organizations to the new way of organisations
What is a seamless hospitality organization drawing?
What is maslow's hierarchy of needs?
Define: Need, Want and Demand
Need- a state of feld deprivation of some basic satisfaction e.g. food, clothing ,safety, belonging. Needs Are states of feld deprivation
want- desire for specific satisfiers of these needs. E.g.g burger, mercedes benz, and LV Bag etc. different for different socio-cultural structures. Wants Are the form human needs take as they are shaped by culture and individual personality.
demand- wants backed by ability and willingness to buy. E.g. * of people who want a Merc and can buy it. Demands Are human wants that are backed by buying power
What are Market offerings and marketing myopia?
Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want.
Marketing myopia is focusing only on existing wants and losing sight of unerlying consumer needs.
What does marketing actions try to create?
Exchange is the act of obtaining a desired object from someone by offering something in return. Marketing actions try to create, maintain, and grow desirable exchange relationships.
What is a market?
A market is set of actual and potential buyers. Consumers market when they: - search for products.
- interact with companies to obtain information
Make purchases
What questions do you need to ask when designing a customer value -driven marketing strategy?
Marketing management is the art and science of choosing target markets and builing profitable realtionships with them.
- what customers will we serve (target market)?
How can we best serve these customers (value proposition)?
A brand's value proposition is the set of benefits or values it promises to deliver to customers to satisfy theri needs.
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Cartes-fiches
Name the definition, typical use and pros and cons of personal selling
Definition:
- ‘An interpersonal communication tool which involves face to face activities undertaken by individuals, often representing an organization, in order to inform, persuade or remind an individual or group to take appropriate action, as required by the sponsor's representative.’
Typical use:
- Personal selling tends to make its impact more in the promotional mix of high- priced, infrequently purchased products or services than with fast-moving consumer goods.
Pros and contras:
- Most effective in building up buyers’ preferences, convictions and actions
- Very expensive
What are the steps in developing effective communications
- Analyze current situations
- Identify target audience
- Determine objectives
- Design communications
- Select channels
- Establish budget
- Decide on media mix
- Manage IMC
What needs to get defined when designing the communications?
- Message strategy
- Creative strategy
- Message source
- Personal communication channels
- Nonpersonal communication channels
- integration
What are characteristics of Message strategy?
Strong format to gain attention.
- Must have practical value to target audience
- Must be interesting
- Must communicate new information about the product or brand
- New products or brands
- Must reinforce or justify the decision to buy
- Must make an impact
Ideally the message should get Attention, hold Interest, arouse Desire and obtain Action. The AIDA model
What are characteristics of a creative strategy?
- Rational appeals
- Relate to audience’s self interest.
- Message of quality, economy, value or performance.
- Emotional appeals
- Negative or positive emotions, fear, guilt, love, humour, pride and joy.
- Moral appeals
- Directed to audience’s sense of what is right and proper
- Positive and negative appeals
- Fear
- Guilt
- Shame
- Humor
- Love
- Pride
- Joy
What is the objective of finding a influencer?
Message Source - credibility. Celebrities & testimonials as spokespeople potentially achieve higher attention
Objective: find a person who sources high on all three dimensions
- Expertise
- Trustworthiness
- likeability
What are requirements for advertising success?
Requirements:
- Advertising needs to focus on value proposition that are so distinctive that they are a clear differentiation from competitors (Uniqueness, Brand-fit)
- are significant that the attention on the mandatory action to be taken by directing the motivation (Awareness)
- are so conclusive that they lead to lasting, sustainable memories (Likability)
What is a network? Where can network thinking be applied?
A collection of objects (nodes) conneted to each other in some fashion
Network thinking can be applied almost everywhere
Epidemology (i.e. spread of infections diseases) e.g. spread of foot&mouth disease in the UK in 2001 over 75 days
Or Medicine: e.g. cell formation, nervous system, neural networks.
Human networks
Our society. E.g. interactions between people (fb, group behaviour
Social network: social structure that consists of social actors an their relations
What are clusters?
A number of things of the same kind, growing or held together; a bunch; a group of things or persons close together.
What are intermediaries?
Intermediary devices connect the individual hosts to the network and can connect multiple individual networks to form an internetwork. ... Routers
whatever connects you to your target - the linking peaces are intermediaries.
What are weak ties in a network?
Why are weak ties relevant?
Sporadic and irregular contacts. Examples: acquaintances, neighbours, employees from other work team.
These weak ties enable the connection of different clusters. Weak ties are occasional connection which can lead to the spread to other networks.
What kind of digital platforms make use of cluster, intermediaries separations and how?
Fb, Ig, Twitter. "You may also know XY…"
What is a Node in a Network?
Individual components of a network e.g. people/agent, power stations, neurons,
What is an Edge in a Network?
Direct link between components (referred to as a dyad in context of social networking i.e. relationship between two people)
What is a path in a network? Why is it important`
Path Route taken across components to connect nodes (Findlay, K., p.14)
The important network feature is the average path length
- Average path lenght
- the average number of ‘hops’ required to reach any other node in the network
- “Six degrees of separation” average path length = 6
What is the difference between an unclustered to a clustered network?
Unclustered. A pure branching network. Ego knows only 5 people, but within two degrees of separation, ego can reach 25; within three degrees, 105; and so on
Clustered: Real social networks exhibit clustering, the tendency of two individuals who share a mutual friend to be friends themselves. Here, Ego has six friends, each of whom is freinds with at least one other.
What is a degree of separation?
Facebook application “Six Degrees” (shut down in 2009)
- 5.8 million users
- average path = 5.73
- maximum path = 12
Facebook released two papers in 2011/12, which document that amongst all Facebook users there is an average distance of 4.74
Degree of separation is how many intermediary's you need to reach your target.
What is comlexity and networks?
A system made up of many elements which interact with each other in multiple ways
What is the intelligence of networks?
Refers to systems in which many individual agents with limited intelligence and information are connected, and thus able to pool resources to accomplish a goal beyond the capabilities of the individuals… while only focused on self-interest without the bigger picture in mind
Examples:
- e.g. no single ant knows how to build an ant colony
- e.g. the internet has grown organically over time with no single person directing its growth
What are strong and weak network ties?
Strong ties:
Frequent connections with people we are familiar with. Examples: employees in a team, family members, good friends etc.
Weak ties:
Sporadic and irregular contacts Examples: acquaintances, neighbours, employees from other work team
What type of social networks are there in organsiations?
- Solving complex problems (e.g. problem scope is unclear) that need innovative solutions
- Solving ambiguous problems where some components of the problem are known, but not the sequence
- Solving familira problems with known responses
What is a social networking site?
Social Networking Sites (=Digital Social Networks) Ellison, N. B., & Boyd, D. (2007) define “social network sites as web-based services that allow individuals to
(1) construct a public or semi-public profile within a semi-bounded system
(2) articulate a list of other users with whom they share a connection, and
(3) Link and interact with their list of connections and those made by others within the system.
The nature and nomenclature of these connections may vary from site to site.” (p. 211) first social networking site was sixdegrees.com (1997-2000)
E.g. facebook
largest social network site (> 2.3 billion monthly users) a variety of features including:
- Messaging - allows users to directly communicate with each other via Facebook using several different methods (including a special email address, text messaging, or through the Facebook website or mobile app)
- Notes - a blogging feature that allowed tags and embeddable images
- Gifts - allows users to send virtual gifts to their friends
- Groups - allows members who have common interests to find each other and interact.
- Pages - allows members to create and promote a public page built around a specific topic.
- Events - allows members to publicize an event, invite guests and track who plans to attend.
- Marketplace - allows members to post, read and respond to classified ads
- Apps - allow third-party developers to build applications and widgets that, once approved, could be distributed through the Facebook community
What is Conway's Law?
Definition of social media
Social media are
- digital technologies
- that allow individuals and organisations
- to view, create and share information, ideas, experience, emotions and other content
- within and across social groups and networks
- drawing on the principles of Web 2.0
- Web 2.0 Web as a platform whereby content and applications are no longer created and published by individuals, but instead are continuously modified by all users in a participatory and collaborative fashion
Compare Web 1.0 with Web 2.0
Web 1.0
- Personal websites
- Briannica online (all knwoledge now replaced by wikipedia)
- Ftp music servers
Web 2.0
- Blogs
- Wikipedia
- Napster, bittorrent, spotify
- Facebook, linedin, twitter - non existent in web 1.0
What is the unerlying mechanism of social media?
The underlying mechansim of social media are networks
Social network sites (e.g. facebook) are the most popular social media applications
What is the Media Richness Theory
- Media richness theory (Daft & Lengel, 1986):
- Media differ in the degree of richness (modalities)
- Richness is the amount of information they allow to be transmitted in a given time interval
- The richer the media, the higher the rate of information transfer and the higher the quality of the communication.
- Goal of any communication: resolution of ambiguity and the reduction of uncertainty
- Some media are more effective than others in resolving ambiguity and uncertainty
What is the social presence theory
- Media differ in the degree of ‘‘social presence’’
- Social presence is influenced by intimacy and immediacy
- Intimacy is about the social proximity / perceived closeness (e.g., face-to-face discussion) or mediated (e.g., telephone conversation)
- Immediacy can be asynchronous vs. synchronous (immediacy is the quality of bringing one into direct and instant involvement with something, giving rise to a sense of urgency or excitement.)
- Social presence is lower for mediated communication than interpersonal and for asynchronous (e.g., e-mail) than synchronous (e.g., live chat) communications.
The higher the social presence, the larger the social influence that the communication partners have on each other’s behaviour.
What is the concepts of self-presentation / self-disclosure
- Desire to control the impressions that we make on other people (Goffman, 1959).
- Presentation is done through self-disclosure: the conscious or unconscious revelation of personal information (e.g., thoughts, feelings) that is consistent with the image one would like to give.
- Self-disclosure is a critical step in the development of close relationships (e.g., during dating) but can also occur between complete strangers.
- Second Life 3D
- Youtube video on bike rapir
- Personal blog
- World of warcraft
- Wikipedia entry
Sort them into the table
what makes Facebook so powerful? How can it be used for marketing? How can it be abused?
Computers which analyse a person’s Facebook 'likes' can reveal more about your personality than most of friends and family know
Practice case: situation Your position: knowledge and innovation manager in a large toiletry and cosmetic products company with more than 50'000 employees The company already has a strong background in using social media for external communication and especially in promoting new products.
Task: Design a proposal: engage and activate their own workers as a means to enhance the company's culture and to foster a sense of a community.
- Fostering highly visible employee participation and engagement
- How could a campaign look concretely? Which social media channels could be used?
- How can employees' engagement be fostered and facilitated?
- How can social/mobile media be used to support/help new employees to familiarise themselves with the particular culture of the company?
- What media/technology would you use;
- what topics/features content would you include? How should new employees use the application concretely?
- .
- Create a social media team, responsible for creating daily content over different platforms. ( stories / posts). Twitter, Blogs Facebook, youtube, Instagram. Posting similar content across all platforms. How does the production go? Employees having fun. Team events.
- Create hashtags to use, acknowledge internally, and externally.
- .
- Social media, internal welcome videos, welcome program, get-togethers. Corporate movements
- They are welcomed to post stuff. Daily work, exciting things even across corporate boundaries. E.g. going for drinks after work
- Social media, internal welcome videos, welcome program, get-togethers. Corporate movements
What are the steps to blend internal-external marketing activities
Why do we need a corporate social media approach and strategy?
Transformed consumer behavior
- turning away from traditional advertising: radio, television, magazines, and newspapers.
- demanding more control over media consumption: on-demand and immediate access (Rashtchy et al., 2007; Vollmer & Precourt, 2008).
- Use various types of social media before purchasing decisions (Lempert, 2006; Vollmer & Precourt, 2008).
- perceive social media as more trustworthy than corporate-sponsored communications transmitted via traditional promotion mix (Foux, 2006).
What are social media strategies and goals?
Strategy: how looks the desired future of the company (general strategy) and how and in which areas can social media help me to reach these goals? (social media strategy)
Goal: integration of social media in the marketing promotion mix.
What are the strategic directions of social media?
What are the different approaches to social media? Compare them on scale and predictability
- Predictive practitioner
- Focus on a specific area: customer service
- Practice example: Clorox connects
- Creative experimenter
- Small-scale tests to find ways to improve discrete functions and practices.
- Practice example: IT services giant EMC: helped employees networking
- Champion
- Large scale initiatives designed for predictable results
- Practice example: nestle
- Transformer
- Large scale initiatives with experimental character
- Social business platform to connect employees and customer: cisco
What are social media marketing goal settings and measuring?
- ROI: output number 1: customer behaviour
- Measuring dimensions:
- Brand awareness (reception and perception)
- Brand engagement (interaction)
- Word of mouth (spread => out of the companies own social media sphere)
How can we technically measure conversion of social media marketing goals?
Most important ones are marked bold.
Brand awareness (BA)
Brand Engagement (BE)
Word of mouth (WoM)
- Social networks
- BA: Nr of reviews, bookmarks, impressions, install of the application, members/fans
- BE
- Rate of activity (how often members personalize profiles, bios, links, etc.
- Impressions-to-interactions ratio
- Usage metrics of applications/widgets
- Nr o user-generated items (photos, threads, replies)
- Nr o "linkes" on friends' feeds
- Nr o active users
- Nr o comments
- WoM: Frequency of appearances in timeline of friends, Nr o posts on wall, repost, she, responses to friend referral invite, use of corporate #
- Video and photosharing (youtube)
- BA: Nr of views of video/photo, valence of video/photo ratings +/-
- BE: Nr o replies, page views, comments, subscribers
- WoM: Nr o embeddings, incoming links, references in mock-ups/derived work, likes, republished
- Blogs
- BA: Nro unique visits, return visits, times bookmarked, Search ranking
- BE
- Nr o members
- Nr o RSS feed subscribers
- Nr o comments
- Amount of user-generated content
- Average length of time on site
- Nr o responses to polls, contests, surveys
- WoM: references to blog in other media (online/offline), reblogs, times badge displayed on other sites, "likes"
- Microblogging
- BA
- Nr o tweets about the brand
- Valence of tweet +/-
- Nr o followers
- BE
- Nr o followers
- Nr o @replies
- retweets
- WoM
- Nr o retweets
- Mentions/retweets of retweets
- BA
What are SMART goals?
S pecific? Detailed and traceable?
M easurable: success or failure defined?
A ttainable: goal in reach?
R elevant: support of business objectives?
T ime-bound: time scale defined?
E.g. brand engagement: we will obtain 50 retweets (on average) of each tweet containing product promotion message in the first quarter of 2020
