Social media Flashcards
(35 cards)
What is the definition of social media?
“a group of internet based applications that builds on the ideological and technological foundations of Web 2.0, and allows the creation and exchange of user-generated content.”Kaplan and Haenlein (2010)
who came up with the definition of social media?
Kaplan and Haenlein (2010)
Who came up with the social media planning cycle?
Barker et al.(2013)
What are the parts that make up the social media planning cycle?
1) Listen and observe
2) Set Goals
3) Set strategies
4) Target audience
5) Tools/implement
6) Monitor/Tune
Whats involved in the listen part of the cycle?
- Listen to what people are saying about the company as it enables the organisation to determine its current social media presence
- Can listen to competitive intelligence e.g what people are saying about competitors and what competitors are saying about themselves
- Critical to understand what a firm is talking about before getting into the conversation.
- It is a long on going process
Whats involved in the ‘set goals’ part of the cycle? What are some examples of the goals?
- By carefully listening to a wide range of social media sites and observing the location, behaviour, tastes and needs of the target audience organisations can set goals that will work. These goals may include - social brand building -Increasing customer satisfaction -Driving word-of-mouth -Researching new product ideas -Handling crisis-reputation management etc. - Aims to grow use for customer support
Whats involved in the ‘Determining strategies’ part of the cycle?
- How do you plan to accomplish the goals?
- This is where you identify the specific methods you will use to meet the goals
- Build relationships through collaboration
- Opportunities for creating and participating in communities
- Linking goals with call to action
- Self-promotion vs. building an army of advocates
Whats involved in the ‘identify target audiences’ part of the cycle?
- Enables a company to organise its marketing strategies to reach those most receptive who are likely to become customers and potentially brand advocates
- Use different sites for different social medias
- Understand consumers’ demographics, e.g. age, sex, income
- Constraints, e.g. Internet connection, lack of IT skills
- Needs and wants, e.g. what challenges are faced? Solutions sought?
- Create social media persona
What is permission marketing?
- Consumers’ consent to be marketed to, e.g. opting into email
- Social media as a form of permission-based marketing
- Companies ‘earning’ attention
What is interruption marketing?
- Companies pay to ‘interrupt’ consumers, e.g. TV and radio ads
- Consumer exposed to hundreds of messages a day
Whats involved in the ‘tools/implement’ part of the cycle?
- This is where the organisations look to decide what site to use - twitter, youtube, Facebook
- How can they create different relationships through these platforms?
- Youtube has 100 million views per day (c. 80% market share)
Wide demographic (18 – 54)
Has developed its own online community
What are the benefits of marketing with online videos ?
Engage viewers
Large audiences
Showcase products, e.g. Blendtec
What are examples of photo sharing?
The filters on snapchat as used by
- McDonalds’ location-based filters
Taco Bell lens
What are the 5 parts of the listening/observe process?
1) Listen to conversations about the brand - Both positive and negative comments can show where opportunities lie, help to prepare answers to questions that are common
2) Listen to what people say about competitors - As well as looking at what competitors are doing online and what seems to work - can leverage from these ideas and build a successful strategy
3) Listen to what people are saying about the category/industry - help understand what people are interested in
4) Listen to the tone of the community- how do people communicate? are the using slang - is good to fit in with the way consumers are speaking.
5) Listen to different social media channels - See what channels consumers are using, each usually has a different audience - helps ensure the planning stage is a success as you are targeting the correct audience
Whats the benefit of meeting some of the goals? and what must they be?
- Likely to increase site traffic and conversations
- Goals must be flexible to the changing market
Whats involved with the monitoring and tuning with the planning cycle?
Monitoring is the process of tracking, measuring and evaluating an organisations social media initiatives (Barker et al, 2013)
Tuning - the constant and continuous process or adjusting and improving the elements of a plan to maximise the chance of success
What are the benefits of using social media to form relationships with consumers?
1) Allows them to create online communities where they can conduct netnographic research
2) Allows them to therefore target the correct target audiences on the right websites
3) Feedback - get ahead of the game
4) Users can be promoters and producers - makes them feel involved with the process, good experience enables a relationship to form
What are the drawbacks of social media for firms?
1) They can’t control whats being said - ruin their reputation etc
2) Run the risk of staff not being trained, may post things incorrectly, risk of losing trust with brand, the staff may also use social media to write negatively about the firm
3) It can be challenging to engage audiences when they are socialising with their contacts, they may not wish to interact with brands. Social media was made for consumers and not for brands.
4) Social media is a function of a countrys culture etc - needs to be adapted to each country- can’t follow one size fits all
What is meant by ‘Hybrid marketing’?
- social media is a hybrid element of the promotion mix because it combines characteristics of traditional IMC tools such as companies talking to customers with a highly magnified form of word-of-mouth customers talking to one another
- Social media is also a hybrid in that it springs from mixed technology and media origins that enable instantaneous, real-time communication and utilizes multi-media formats and numerous delivery platforms with global reach capabilities.
- The traditional communications paradigm, which relied on the classic promotional mix to craft IMC strategies, must give way to a new paradigm that includes all forms of social media as potential tools in designing and implementing IMC strategies
How do I remember the cycle?
Lots - listen Of - observe Secret - set goals - Sex - set Strategies Tonight - Target Audience To - Tools Manage - Monitor/tune
What are consumers argued to feel when they can submit feedback?
more engaged with products and organizations when they are able to submit feedback’ (Mangold & Faulds, 2009)
Whats an example of a company who allows feedback?
Toyota enables its customers to provide feedback on a broad range of issues via its “Open Road Blog” (Toyota, 2008b
Through replying to feedback what are organisations showing?
By responding to all customers who provide feedback (even the negative) the company shows that they really are listening. Not only that, but suggesting alternative products is a smart way to increase the chances that this particular customer will give the chain another shot.
Who produced the article where opportunities and threats are given?
Kaplan and Haenlien 2010
