Marketing & Social Media

Computers which analyse a person’s Facebook 'likes' can reveal more about your personality than most of friends and family know

1. .
   1. 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.
   2. Create hashtags to use, acknowledge internally, and externally.
2. .
   1. Social media, internal welcome videos, welcome program, get-togethers. Corporate movements
      1. They are welcomed to post stuff. Daily work,  exciting things even across corporate boundaries. E.g. going for drinks after work

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).

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.

• 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

• 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)

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

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

1. Reach people who care about sustainability and low food waste.
2. Instagram
3. .
   1. Increase customer base by 5% in the next two quarters
   2. Get 5000 app downloads from the app store 9 months after release.
4.  

Building blocks of corporate social media use collect customer feedback on new product vs. Fostering people's idenfication with company. first listed is the social media functionality and then the implications of the functionality

Presence

• The extent to which users know if others are available
• Creating and managing the reality, intimacy, and immediacy of the context

Relationships

• The extent to which users relate to each other
• Managing the structural and flow properties in a network of relationships

Reputation

• The extent to which users know the social standing of others and content
• Monitoring the strenght, passion, sentiment, and reach of users and brands

Groups

• The extent to which users are ordered or form communities
• Membership rules and protocols

Conversations

• The extent to which users communicate with each other
• Conversation velocity, and the risks, of starting and joining

Sharing

• The extent to which users exchange, distribute and receive content
• Content management system and social graph

Identity

• The extent to which users reveal themselves
• Data privacy controls, and tools for uer self-promotion

Advertisers bid to display advertisements Ads are displayed

• next to search results (Google Search Network)
• websites, apps, videos (Google display network)
• Pay-per-click (PPC) pricing model: auction model (factors: willingness how much to pay per click; matching of keywords / quality of ad
• Average 1-2 USD (up to 60 USD)

Instream ads Payment and targeting in Google Ads. Keywords (cost per click)

• Interest
• Location
• Gender
• previous views,
• searches on google, …

Have videos that are worth watching (not your TV ad) and increase your reach

• youTube is a search engine: use informative title, convincing description and keywords
• Interaction and engagement with viewers; answer comments
• Cross-channel promotion: share videos via other platforms (fb, twitter, blog)

Best practice:

generating brand awareness around a boring product

• content needs to be worth talking about
• emotions like surprise, humour, shock, exaggeration help

Twitter advertising

• Location-based or interest-based targeting (e.g. follower of account XY)
• Central approaches:
  • Account promotion - new followers
  • Tweet promotion - retweets, favourites, replies, clicks on links, app installs

Twitter Marketing Basics

• interact with influencers and experts in your target area
• Find out who your most influential followers are
• tweet regularly, track @mentions - and respond if appropriate
• retweet relevant content within your industry
• follow trends/hashtags and find a way to make a relevant connection to your brand

Engagement on twitter

• 85% of SMBs leverage Twitter to provide customer support

In contrast to web 1.0, the core principles of web 2.0 are based on… (mark all correct answers)

1. Artificial intelligence and analytics (false)
2. Client-server networks  (false)
3. Neural networks and machine learning  (false)
4. The creation and sharing of content by peers
5. The externalization of content  (false)

Media richness (MR): mark all correct answers

1. MR is the amount of information a medium can transmit at a given time
2. Media with higher richness reduce uncertainty and ambiguity in communication
3. The richest way of communication is face-to-face
4. A phone conference is a richer medium than a virtual world (false)
5. Wikipedia is a richer medium than YouTube (false)

Social presence and self-disclosure /self-presentation Mark the best ansers

1. Synchronous communication has a higher social presence than asynchronous forms
2. Social presence is influenced by the capacity of a medium to provide intimacy and closeness
3. Levels of self-disclosure are higher in Wikipedia than in LinkedIn (false)
4. A medium with high self-disclosure helps to foster employee engagement.

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?

Content on facebook has been increasing. The algorithm filters corporate pages

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%