Social Media marketing Frameworks

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Social media marketing models and frameworks explained.

Social media marketing models and frameworks explained.

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  • Based on the Social Media model on page 40 of “The social Business textbook”
  • Kleine-Kalmer, B./Burmann, C. (2012): Why do users become fans of brands? An empirical study on users‘ motivations and attitudes toward brand fan pages in social networks, Konferenzbeitrag auf der 11th International Conference on Research in Advertising (ICORIA) 2012, 29.-30. Juni, Stockholm.A. (1981). Attitude toward the ad as a mediator of consumer brand choice. Journal of Advertising, 10 (2), 9-15.
  • http://www.ibimapublishing.com/journals/JISNVC/2012/313585/313585.pdf

Transcript

  • 1. Social Media Marketing Frameworks Adam Acar PhD Author of Culture and Social Media
  • 2. How Does Social Media Work? Paid Media TV, radio, magazines, newspapers, outdoor ads, banner ads, etc. Owned Media Brand’s website, applications, mail magazines, brand’s Facebook page, brand’s Twitter account Earned Media Fans’ posts on Facebook, fans’ posts on Youtube, Fan’s posts on Twitter, any kind of word of mouth, etc. Creates brand relationships because people want to be closer to brands they love Creates Brand Awareness because more people are exposed to the brand Generates Brand Trust because WOM is more believable Ordinary people Hard core brand users
  • 3. Altimeter’s Consumer Decision Making Cycle Evaluation Purchase Experience LoyaltyAdvocate Awareness Consideration
  • 4. How do consumers make a decision? Dentsu’s AISAS model Attention Consumers notice the brand’s presence Interest Consumers’ interest increases after interacting with the brand online or interacting with other people online Search Consumers search more information by using search engines, social media or other platforms Action (purchase) Advocacy/Sha re Customers share their experiences via social media
  • 5. Why do consumers like branded fan pages? Attitude toward the brand fan page Attitude toward the brand Purchase intention Entertaining content Identification with the brand Belief that the brand can be used for self- presentation Economic incentive (e.g. like and win) Informational content Source: Kleine-Kalmer & Burman , 2012)
  • 6. What kind of social media campaigns do brands run? Consumer Tasks in Social Media Promotions Upload a photo, video or something you make/create Answer a question/ answer quiz Mention the brand in your messages or post special messages by including the brand tag the brand in your pictures or tag yourself in the brand’s pictures Check in at a certain place Use the brand creatively and upload your artwork/photo/ video to the brand’s page vote for one of the options provided (flavor, design, logo, slogan, charity organization etc.)
  • 7. What is “social” corporate strategy? Co-ops/Non-profits Not profit driven, the goal of the company is transforming society by educating and empowering people Very Social Corporations Has own social media platform, social media is the main focus of the brand, uses crowdsourcing as much as possible, Value co-creation is the main focus, Business model is based on a social premise Social Corporations Uses crowdsourcing and value co-creation occasionally, very active in social media, has some CSR activities, allocates a significant amount of budget for social media Ordinary Corporations Uses social media because competitors are using it, uses only major social media tools, does not allocate a significant amount of budget for social media Some B2B companies These companies do not openly engage with their clients in social media. They are not concerned about not being very “social” Coca-Cola and Toyota They use social media as much as possible and they use various platforms but for them social media is just a tool to drive sales. Starbucks,,Etsy These companies have a very clear social mission and they cannot function well if they don’t actively interact with local communities and customers Grameen Bank’s goal is reducing poverty not giving dividents to investors. It is owned by the poor people and the goal of the corporation is not profit maximazation
  • 8. Promotional Social Media Strategy Objectives WHAT IS THE PURPOSE? Short term Goals: What is the brand trying to achieve? *Increasing awareness *increasing brand engagement *motivating people to buy *motivating people to try *motivating people to come to store *motivating people to share info *enabling people to discover *increasing loyalty, *strengthening brand image, upselling, cross-selling(selling more products to the same customers), *getting Free PR, *WOM, etc. Long Term Goals/Indirect Effects What happens when the campaign is over? *Repeat purchase, *increased loyalty * increased user base *contribution to the brand image *contribution to other businesses * access to influencers * ability to contact with the participants in the future, etc. Channels WHICH SOCIAL MEDIA CHANNEL? #Number of Platforms *Only one platform *Multiple platforms *A new platform (own or other) *Websites, blogs, forums, *QR/AR *A new application (s) Ratio of Offline Activities/Mobile *Offline touch points (e.g. in store activity, booths in public places, etc.) *Heavily mobile ( Check- in, offline tasks, campaign is only available at a certain place at a certain time, etc.) Participants WHO IS THE TARGET? Current fans/customers Current suppliers and distributors Friends of currents fans A person or group current fans designate New fans/prospects Any user on the platform Specific users of the platform Any person that our message reaches Specific segments that we reach Techniques WHAT KIND OF PROMOTION? Traditional Promotional Techniques Coupons, contests, sweepstakes etc. Original Promotional Techniques (possibility to get Free PR) Incentives WHY SHOULD PEOPLE PARTICIPATE? Motivations *Curiosity *Immediate benefit *introduced by a friend *triggered by a purchase *virality of the campaign *social expectations *group identity *fun *fantasy *convenience *boredom Rewards *Cash *product(s) *gift card * discount *points *enjoyment/fun *social rewards
  • 9. How do companies use social media? Social Media Communicate EXPERTISE A brand must be an expert in an area. A furniture brand must be an expert in home design and a shampoo brand must be an expert in hair care. Educating people about the area of expertise would build trust and credibility. Leverage CORE USERS All brands have core users who really love those brands. Social media should be used to share the opinions and views of the hard core brand users. Build a COMMUNITY/Forum Having a community or forum about the brand would attract more attention and also increase brand affinity/repeat purchase rates.
  • 10. Why do companies use social media? Immediate NetworkEffects Faster&Cheaper Retention EasytoMonitor A magazine ad may reach one person one time only. However, if a consumer becomes a fan in social media, companies can send a message to that person over and over again. Traditional media is one way communication. However, social media is interactive and more importantly social media makes it very easy to share content (frictionless sharing) so the recipients can easily share messages with their network members. The effects of social media can be seen right away where in traditional media it may take months to see any media effect. Producing content is faster in social media. It costs money to create a TV program or a radio program but maintaining a Youtube channel or a Facebook page does not cost much. The behavior of recipients in social media can be easily monitored hour by hour, day by day (likes, shares, views, comments, etc.).
  • 11. What is the most effective social media platform?  This depends on the product category but a study found that blogger relations (collaborating with influential bloggers or vloggers) is the most effective method. Blogger Relations Blogging Social Media SEO Multimedia Content Sharing Email Content Sharing Microblogging Social Networks Cost Effectiveness Source: Iris Utz, 2012
  • 12. What are some creative social media campaigns? This link has many examples:  http://adamacar.wordpress.com/2014/06/04/social- media-promotional-campaigns/
  • 13. How do brands increase their social media followers?  Ask their current customers to follow their page by giving them a compelling incentive.  Buy targeted ads on Facebook or promoted trends on Twitter. Advertising on social media platforms makes brands more visible to many people who may not know about them.  Ask people to follow their social media page via traditional tools (e.g. Print ads, TV ads, product package, etc.)  Post funny/cute/popular images or quotations that are not necessarily related with their brand.  Join interest networks (e.g. LinkedIn, Cookpad, Nico Nico Douga, Cosme etc.) and promote their major social media account in those networks.  Collaborate with active bloggers and influential people and making them promote their social media accounts.  Give prizes to new followers (every single follower or selected followers by lottery). Some prizes can be coupons, cash, gift cards, discounts, points, badges, brands’ own products, popular products (e.g. the IPad), vacation, appearing in an ad, etc.  Actively follow people on Twitter, Yotube and blogs and then expect that they will follow the brand’s account back. (E.g. if a person follows you on Twitter, you can also ask that person to follow your brand on Facebook as well or vice a versa)  Creating a viral video or organizing a sensational event that will put a spotlight on the brand’s social media account. Most branded viral videos are long commercials that tell an emotional story. Last year Red Bull sponsored Felix Baumgartner’s jump from the stratosphere which was live broadcasted via Youtube and watched millions of times.
  • 14. What do brands communicate via social media? 1. Information about the brand/product, brand attributes, etc. 2. Image(s) of an existing/new products 3. Benefits of or feeling of using the brand in a fun/interesting/unique way 4. The results of using the brand (e.g. a testimonial by a user, (Nikon camera--- a picture taken by the camera, Kikkoman--- picture of a meal with Kikkoman, a picture of a fan using the brand, etc.) 5. Brand’s advertisement or brand’s promotional or informational video/image 6. Brand, package logo or branded material is an art form or part of nature (A statue made out of Coke bottles, script on a coffee cup(Starbucks)) 7. Brand serves community, brand supports a person, people, a cause. Brand’s social mission, brand’s CSR activities 8. Sponsorships, events organized by the brand, events related to the brand, TV program related to the brand or mentions the brand etc. 9. Information, suggestions, recommendations about the brand or the product category (recipes, fashion tips, infographics, etc.) 10. Expert advice, interviews with experts, experts picks, experts’ favorites. 11. Behind the scenes (how the product is being made, the research lab, how employees are preparing, etc.) 12. Brand is part of users’ life (e.g. a user has a Coke tattoo on his arm, user is holding brand’s logo, or Coke bottles in ones room) 13. News, blog posts, videos related with the brand, corporation, product category, etc. 14. News, blog posts, videos unrelated to brand/product category 15. Questions: 1- Fill-in-the-blank (Kikkoman is best used for …….) 2- either Or : Do you like Kikkoman light or Kikkoman original? 16. Polls Related with the brand, brand’s history: When was Kikkoman founded? Unrelated to the brand: What is your favorite holiday meal? 17. Photo question: Do you know what ethnic dish this is? Where’s this photo taken? Come up with a caption for this photo. what goes well with this t-shirt? Etc. 18. Reminders about campaigns, promotions, events offers (Our Spring campaign will be over in 2 days!!!) 19. Celebrations, holidays, happy birthday, special days, congratulations, cheers, related with celebrations (Happy 4th of July, happy Friday, etc.) 20. Cute, funny, humorous, interesting, relaxing image/text unrelated to the brand or product (relaxing scenery, babies, cats, etc.) 21. Quotations, cartoons, memes. 22. Appreciation, gratitude (thanks for following us, we reached …. fans, thank you) 23. Sharing a fan’s or another user’s post 24. Intriguing posts (share this if you feel happy today, like this if you can spot the elephant in this photo, etc.) 25. Featuring the company’s employees, employee’s favorite products, employees picks, etc. 26. Brand in the media, brand covered by the media organs, blogs, etc. 27. Spotlighting partners, spotlighting fans 28. News (what is going on, what is new) 29. New profile photo, new profile cover 30. User tips, tricks, How-to’s