Lesson 1: Social Media Marketing Strategies Flashcards
What is social media marketing? (Definition)
Social media marketing is business use of selected social media channels to understand customer and to engage them in communication in ways that lead to the achievement of ultimate marketing and business objectives and goals.
What should we know about Social Media Marketing Goals?
Before moving forward with social media marketing campaigns, an organization should first determine what it wants to accomplish and then how best to do it. Without goals, it will be unclear in whihc direction to go or how to ultimately measure success.
What acronym should be used to develop goals? What does the acronym stand for?
SMART Goals
Specific - What will be accomplished? What actions will you take?
Measurable - What data will measure the goals?
Achievable - Are the goals doable?
Relevant - How does the goals align with the broader goals?
Time-Bound - What is the time frame for accomplishing the goals?
What should you do when you are unsure of your clients goals?
Listen and observe!
- Listen to conversations about a brand or company
- Listen to what people say about the competitors
- Listen to what people say about the industry or category
- Listen for the tone of the community
- Listen to different social media channels
You can identify where the organization’s target audience hangs out and what they are doing there by listening.
What is the difference between listening and monitoring?
Listening identifies and collects data for analysis to inform strategic marketing decisions
Monitoring tracks mentions of specific words or phrases on social media sites and triggers a company response when necessary
What is the use of listening and monitoring?
- Brand Monitoring
- Measuring campaign effectiveness
- Gathering customer insights
- Gathering ideas for future campaigns
- Competitive intelligence (gather info on factors that affect a company’s competitive advantages)
- Identifying ideas for new products
- Scanning for crises that need PR attention
- Providing customer service
Explain the LARA framework?
L - Listen to customer conversations
A - Analyze conversations
R - Relate information within enterprise systems
A - Act on customer conversations
What are some classic social media marketing goals?
Building a brand (increasing brand awareness - remember seeing/hearing about the brand)
Improving brand perception and image (favourability, strength, uniqueness)
Positioning a Brand
Expanding Brand Loyalty
Brand Voice (the overall tone, personality, and entity)
Brand Equity (increase the number of followers)
Increasing Customer Satisfaction (customer service)
Driving WOM recommendations (advocates)
Producing New Product Ideas
Introducing New products and service (generating leads)
Handling crisis reputation management
Integrating social media marketing with public relations and advertising
Search Engine Optimization
Market Research
What are the four categories of brand voice? What does each category mean?
Character/Persona - Friendly, playful, warm, authoritative, warm, inspiring, professorial
Tone - Personal, honest, direct, humble, clinical, scientific
Language - complex, simple, savvy, jargon-filled, fun, insider, serious, whimsical
Purpose - engage, entertain, educate, delight, inform, sell, enable, amplify
List and explain three examples of brand voice presented in class.
Old spice commercial! “Smell like a man, man” Playful, personal, fun, entertaining
Nike “Believe in something. Even if it means sacrificing everything” Personal/honest, serious, enabling
Horlicks Growth - authoritative, scientific, serious, informing/selling
What is Online Brand Equity?
Consumer who become fans of a brand’s fan page are the intangible assests of the brand. They tend to be loyal and committed to the brand, are more open to receive information about the brand, generate more positive word-of-mouth, and are more emotionally attached to the brand than non-fans.
What is the difference between self-promotion and building an army of advocates?
benefits of “brand advocates (user-generated content (UGC)” over self-promotion:
- Brand avocates will talk to their friends
- they produce natural positive recommendations from people who never need to be compensated
- these relationships pay dividends of goodwill and increased sales well into the future
- having honest, regular people who are not employed by the company defend the brand can improve bad situations
what is the difference between spontaneous vs Prompted brand advocacy?
Spontaneous positive brand advocacy happens when a customer, without being prompted or asked, actively recommends a particular brand.
The prompted positive advocacy is when a brand recommendation that results from a trigger by others. This type of advocacy, while very common, is dormant. When a brand has strong prompted advocacy, it needs to be activated by either customer enquiriris or negative advocacy
Negative advocacies can activate positive advocacies
What should you know about generating leads or call to action on social media?
Ex. Of generating leads - using “shop now” to turn facebook page into a e-commerce site
Call to action
- The action you want someone to take at each stage of your marketing campaign - (sign up for a webinar, call for consultation, complete form for consultant, complete form for consultation, watch a video, click on links, read content, like or follow a brand, sign up for a newsletter, shop)
What are some characteristics of effective tactics?
Interactive, targeted, value-driven, authentic, participatory, distinctive, purpose-driven, conversational, shareable, consistent, memorable, discoverable, symbolic, functional, expérimentait, inviting.
