Social Media MKT

Question 1

What is Social Media?

Answer 1

Social Media is a website or application that enables users to create and share content or to participate in social networking.

Question 2

Social Media on Brands
- User-generated Content

Answer 2

Consumers are becoming content creators for brands on social media:
- User-generated content (UGC) refers to any digital content that’s produced by end users of an online service or website
(Techopedia, 2017)
- UGC can be in text, photo, video, & audio format

Question 3

Impact on Traditional MKT

Answer 3

Social media challenges traditional MKT methodologies (radio, print, television) as marketers shift budgets & strategies to Digital MKT tactics with greater ROI

• Consumers now regard social media as a more trustworthy source of information than traditional MKT COMs

Question 4

Social Media MKT (SMM)

Answer 4

Social Media MKT is the use of social media by marketers to increase brand awareness, identify key audiences, generate leads, & build meaningful relationships with customers

• SMM centers around efforts to create engaging content that attracts, retains, & encourages readers to engage with & share that piece of content with their social networks

Question 5

SMM Benefits:

Answer 5

• Increased exposure/Brand Awareness
• Increased traffic
• Brand loyalty
• Marketplace insight
• Lead generation
• Improved sales
• Efficient in terms of time & outcome
• Reduced marketing costs
• Stronger customer experiences

Question 6

SMM Analytics

Question 7

How does SMM affect consumer decision making process?

Answer 7

• Awareness
• Engagement
• Positive Attitudes
• Advocacy

Question 8

Generate Awareness:

Answer 8

Metrics that will tell the size and growth rate of a social media audience, how well that audience appears to know a brand, and how positively that audience feels about a brand

• Numbers of mentions, impressions, views of brand-related content on video platforms
• People following on social networking sites, etc.

Question 9

Generating Consumer Engagement

Answer 9

• Metrics that relate to the level of engagement & interaction consumers have with your brand on social media, including brand-related consumer-to-consumer interactions
• Numbers of “likes,” (& other platform-related reactions), clicks, comments, reviews, pre-conversions, etc.

Question 10

Generating Positive Attitude

Answer 10

Metrics that reflect the increase in positive attitudes toward a brand. Such as:
- Approval actions for posts
- Absolute sentiment (positive overall brand mentions)
- Relative sentiment (increase in the share of positive overall brand mentions
- Decrease in the share of negative overall brand mentions)

Question 11

Generating Advocacy

Answer 11

Metrics that tell the extent to which customers help in gaining more customers via various social interactions:

• Increase in number of positive testimonials
• Product rankings
• Referrals, etc.
• Net Promoter Score

Question 12

SM Metrics Summary

Answer 12

• Call to action (CTA)
• Clicks
• URL click
• Engagements
• Engagement rate
• Followers
• Mentions
• Total reach

Question 13

Social Media Platforms

Answer 13

• Facebook
• X
• YouTube
• Instagram
• Pinterest
• TikTok

Question 14

What makes Facebook unique/powerful

Answer 14

• Large/diverse user base
• High engagement
• Good for content consumption, engagement
• Ownership of other platforms (Instagram & Whatsapp)
• Advertising targeting ability

Question 15

What makes X unique/powerful

Answer 15

• Best for broadcasting
• Highly active user base
• Users expect rapid response from companies
• 280-character limit forces conciseness
• No differentiation between a company & a personal profile

Question 17

What makes YouTube unique/powerful

Answer 17

• Least “social” social media
• 2 billion monthly users
• Most straightforward in content (just video)
• Two types of accounts (personal & brand), but both are treated equally by the algorithms

Question 18

What makes Instagram unique/powerful

Answer 18

• Specifically designed for mobile
• Younger demographic
• Simple, engaging image content
• More cautious with advertising at first

Question 19

What makes Pinterest unique/powerful

Answer 19

• Visual content consumption is especially engaging
• Primarily female user base with higher income levels (attractive for e-commerce companies)

Question 20

What makes TikTok unique/powerful

Answer 20

• ## Relevant Algorithm

Question 21

In class Exercise: Social MKT Campaign Design

Answer 21

• Autonomous Taxi: Waymo:

Question 23

SMM Strategy:

Question 24

Steps for SMM Strategy:

Answer 24

1) Identify a Target Market & Create Personas
2) Establish Goals, Objectives & Metrics
3) Establish a Tone of Voice
4) Platform Selection
5) Create a Distribution & Content Strategy
6 )Track, Analyze, & Tune

Question 25

Step 1: Identify Target Market & Create Customer Persona (Customer Profile):

Answer 25

Customer Persona: A representation of a customer’s target market based on data collected from existing & target customers

Question 26

Step 2: Establish Goals, Objectives, and Metrics

Answer 26

Link Strategic Intent to KPIs: - Goals - Objectives - Metrics Each and every goal must have quantifiable objectives and metrics

Question 27

Step 2: SMART Goals & Objectives

Answer 27

SMART: Specific, Measurable, Attainable, Relevant, Time-Based

Question 28

SMART

Question 29

Step 3: Establish a Tone of Voice

Answer 29

Voice Characteristics: - Passionate - Quirky - Irrelevant (secondary characteristic of quirky) - Authentic

Question 32

Step 4: Platform Selection

Answer 32

Network Recommendations by Industry

Question 33

Step 5: Create a Distribution and Content Strategy

Answer 33

- Fill out each section of the social media profile completely - Update cover photos and profile pictures - Make usernames, profile photos, and cover photos consistent across all networks - Fill in the company bio and about sections - Add company website URL and links to other social media networks - Include relevant industry keywords - Use relevant hashtags - Add business locations - Ensure brand guidelines are being followed

Question 34

Step 5: Social Media Content Strategy:

Answer 34

Social Media Content Strategy is the planning, development & management of social media content - This includes the actual written posts, and the types of content such as videos, blogs, infographics etc. that will be published on each platform

Question 35

Step 5: Social Media Distribution Strategy:

Answer 35

Social Media Distribution Strategy determines the network & frequency of posts & content types that will be published on each network - Asks "how often should you be posting?"

Question 36

Step 6: Track, Analyze, & Tune:

Answer 36

Tracking social media metrics, analyzing the results & adjusting the social media MKT strategy is the key to success when it comes to social media