SMM – Social InfluenceChapter 1

WHY are you taking this class??

Today’s Discussion History of Social Media Definitions Social Media Today Why use Social Media Social Media Strategies and Tactics The Good, The Bad and The Ugly

History of Social Media

Social Media Defined Content is….

User generated User controlled User shared

Exchange takes place on a platform on an Internet site

Branding Defined The process involved in creating a unique

name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.

Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Your text here

Business Dictionary (2016), http://www.businessdictionary.com

How Do You Feel?

Brand Communities Defined Formation of a group of people in the digital world

around a brand, organization or cause. Unite around

Joint loyalty Mutual interests

Non-geographical Relationships between

Publics and organizations Individuals affiliated with brand community

Relational Marketing Defined

All marketing activities directed toward Establishing Developing Maintaining Successful relational exchanges

Presence of relational commitment and trust is essential to relationship marketing

Morgan & Hunt (1992), The Commitment-Trust Theory of Relational Marketing, Journal of Marketing, 58, 20-38

Goal of Social Media

Sustain the valued relationships developed in the brand community! (p. 12)

Social Media Stats in 2016 Facebook is the largest SM platform with over 1.55

billion active users Twitter has over 320 million active users world-wide

and one of the top 10 websites in the United States Instagram has over 400 million active users and is

owned by Facebook YouTube has over 1 billion users who spent 70+

million hours of watch time as of March 2015

Helmrich, B. (2016, January 29). Social Media for Business: 2016 Marketer’s Guide. Business News Daily

http://www.businessnewsdaily.com

Social Media –

What’s It Good For??

Product Dev

MKTG & PR

AdminCust

Service

Org Vision

Types of Platforms Blogging Forums Social networks (Facebook, Twitter, etc.) Media-sharing sites (YouTube, Instagram) Social bookmarking and voting sites (Reddit) Review sites (Yelp) Virtual Worlds (Second Life)

Developing Engagement Public relations driven by publics not organizations

Conversations Activities Dialogue

Provide solutions to problems Transparency, two-way dialogue, expertise or

knowledge sharing and consistent interaction

Social Media Tactics They are what brands do in social media Should not be haphazard Specific engagement fueled by research and design of

the campaign How SM should be approached…

Holistically In consideration of the company’s vision With the purpose of enhancing that vision

4-Step Process to an effective Social Media Marketing Campaign

Step 1:Listen

Step 4:Evaluate

Step 2:Strategic Design

Step 3:Impleme

nt & Monitor

The Good, the Bad and the Ugly

68% of business find SM an important communication channel, however

70% of consumers complaining via Twitter never got a response from the business

87% of posts to Facebook brand pages were left unanswered

Only 37% of Facebook brand pages answered posts and engaged with fans

Consumers expect a response in under 60 minutes