4. Conversion
Process
1. Customer Care
2. Risk
Management
3. Content
maximization
4. Analytics
“The basis of social media is
informal conversation. Prospects
want to be involved in a dialogue,
not subjected to a stream of sales
pitches. Even when no back-
and-forth conversation is taking
place, a company’s posts need to
sound like human speech.”
(P. Miller, 2013, p.92)
9. Branding
“It means not only deciding what
you are, but what you are not”
(Williams, 2005, p. 3).
● Intended to advertise a company’s purpose.
● Allows companies to differentiate
themselves from others.
● Branding involves forming a “bond” with
customers.
“ Leaders of a ‘focused, engaged business’ (p. 181)
must determine how to execute branding through
communication. In an age of social media,
branding involves both purposeful online
communication and also recognition of critical
moments when the best choice is silence”
(Lipschultz, 2018, p. 138)
11. Promotions, Market Research and
Segmentation
● Simple consumer-generated media
● Consumer-solicited media
● Incentivized consumer-generated media
● Consumer-Fortified media
● Compensated consumer-generated media
There are several relationships that can be formed
between customers and companies. These
relationships fall under the broad concept that
customers create and spread “brand centric”
content and media.
14. Awareness and Engagement
● Awareness begins with online impressions.
● Advertisers are interested in how a sponsored
search was observed by consumers and
served as a catalyst to drive a percentage of
users to a website for possible conversion.
● Social media conversation is important
because it can either spark the initial search
or generate traffic through a direct link.
● Awareness is the cognitive processing of
initial information about a product or service.
● Through engagement with other consumers,
paid brand managers or other representatives
may increase motivation to learn more.
15. Search Engine
Optimization
(SEO)
● SEO literacy skills help
practitioners achieve successful
reach with their messages.
● Example: Content from bloggers
will better reach the masses if
headlines and tags are SEO
friendly.
● Things such as press releases
must be optimized with SEO
words that people acossiate with
the subject matter of the given
press release.
● SERP
● Social Media may positively
impact SEO through profile links
and rankings.
16. Return of Investment (ROI)
● For businesses, ROI measurement is related
to he use of online platforms for generated
leads and conversations to sales.
● ROI can be achieved through alignment of
social media terms used with advertising and
marketing website keywords.
● There is an ongoing debate on whether ROI
can or should be computed into social media
activites, and ROI social media measures
tend to be secondary or indirect.
17. Cost Of
Ignoring
-
A measurement
of social shyness
- Companies need to respond to
those consumers and customers
using social media to
communicate
- Social listening and engagement
is a very important strategy
- Engagement may drive
customer loyalty and help
manage any negative sentiment
being expressed by consumers
- Social media helps personal and
corporate brands cultivate
meaningful relationships over
time
18. Real-Time Social Marketing
- Social Media Marketing frequently happens to real-time without much
of a delay between the time of an initial conversation and commercial
response.
- Mobile smartphones position a consumer at a specific location within a
specific amount of time
- Mobile apps, such as Yelp, helps consumers find reviews on
businesses or restaurants
- “When marketers approach social media as a viable business
intelligence platform, they often get unexpected insights into consumer
opinions and shared experiences” -Macy and Thompson
19. Successes - Wendy’s turned fast food
marketing on its head with a
campaign designed to shift the
focus away from issues often
associated with consuming
unhealthy food.
- The pretzel pub sandwich was
promoted using overly dramatic
soap opera YouTube videos that
were produced based on tweets
that used the #PretzelLoveStories
hashtag
21. Failures - KFC’s use of #IAteTheBones
hashtag
- A Twitter campaign that continued
to produce negative sentiment
- In attempt to raise awareness
about its new boneless chicken
brand, KFC’s hashtag led to
“sharing memes of people choking
on chicken bones
23. Lessons
- The nonlinear continuum should
lead marketers to shift from
grabbing attention to holding
attention
- The idea is to create valuable
exchange between the brand
and the consumer
- Social media fits nicely into the
marketing shift toward creating
valuable consumer services - so
valuable that people want to
share positive experiences with
connections on their social
networks
24. An overall social media marketing model has emerged
Before:
Awareness → Opinion → Consideration → Preference → Purchase
Now:
Awareness → Consideration → Decision → Adoption → Advocacy
25. Conclusion
- Marketers have come to see that friends and family are more
influential on some topics, but celebrities with huge social media
followings also may exert tremendous influence over behaviors
- Marketers are beginning to use new automated technologies to
leverage big data and develop models that predict consumer
behavior
- The bottom line in social media marketing is developing a
program with an eye toward generating new leads and sales,
whether or not there is an immediate ROI
- Contextual social media should yield positive outcomes for
advertisers and marketers
26. Discussion questions
1. How can we better understand relationships consumers have with
brands through social media sites? What are the most important
benefits and constraints within these interactions?
2. What risks may exist for brands using native advertising and
sponsored content to drive media exposure within contexts that
appear similar to traditional news stories?
3. How can brands leverage the importance of social media interaction
with consumers to grow product sales through indirect effects from
ongoing online communication?
29. Conversion
Process
1. Customer Care
2. Risk
Management
3. Content
maximization
4. Analytics
“The basis of social media is
informal conversation. Prospects
want to be involved in a dialogue,
not subjected to a stream of sales
pitches. Even when no back-
and-forth conversation is taking
place, a company’s posts need to
sound like human speech.”
(P. Miller, 2013, p.92)
34. Branding
“It means not only deciding what
you are, but what you are not”
(Williams, 2005, p. 3).
● Intended to advertise a company’s purpose.
● Allows companies to differentiate
themselves from others.
● Branding involves forming a “bond” with
customers.
“ Leaders of a ‘focused, engaged business’ (p. 181)
must determine how to execute branding through
communication. In an age of social media,
branding involves both purposeful online
communication and also recognition of critical
moments when the best choice is silence”
(Lipschultz, 2018, p. 138)
36. Promotions, Market Research and
Segmentation
● Simple consumer-generated media
● Consumer-solicited media
● Incentivized consumer-generated media
● Consumer-Fortified media
● Compensated consumer-generated media
There are several relationships that can be formed
between customers and companies. These
relationships fall under the broad concept that
customers create and spread “brand centric”
content and media.
39. Awareness and Engagement
● Awareness begins with online impressions.
● Advertisers are interested in how a sponsored
search was observed by consumers and
served as a catalyst to drive a percentage of
users to a website for possible conversion.
● Social media conversation is important
because it can either spark the initial search
or generate traffic through a direct link.
● Awareness is the cognitive processing of
initial information about a product or service.
● Through engagement with other consumers,
paid brand managers or other representatives
may increase motivation to learn more.
40. Search Engine
Optimization
(SEO)
● SEO literacy skills help
practitioners achieve successful
reach with their messages.
● Example: Content from bloggers
will better reach the masses if
headlines and tags are SEO
friendly.
● Things such as press releases
must be optimized with SEO
words that people acossiate with
the subject matter of the given
press release.
● SERP
● Social Media may positively
impact SEO through profile links
and rankings.
41. Return of Investment (ROI)
● For businesses, ROI measurement is related
to he use of online platforms for generated
leads and conversations to sales.
● ROI can be achieved through alignment of
social media terms used with advertising and
marketing website keywords.
● There is an ongoing debate on whether ROI
can or should be computed into social media
activites, and ROI social media measures
tend to be secondary or indirect.
42. Cost Of
Ignoring
-
A measurement
of social shyness
- Companies need to respond to
those consumers and customers
using social media to
communicate
- Social listening and engagement
is a very important strategy
- Engagement may drive
customer loyalty and help
manage any negative sentiment
being expressed by consumers
- Social media helps personal and
corporate brands cultivate
meaningful relationships over
time
43. Real-Time Social Marketing
- Social Media Marketing frequently happens to real-time without much
of a delay between the time of an initial conversation and commercial
response.
- Mobile smartphones position a consumer at a specific location within a
specific amount of time
- Mobile apps, such as Yelp, helps consumers find reviews on
businesses or restaurants
- “When marketers approach social media as a viable business
intelligence platform, they often get unexpected insights into consumer
opinions and shared experiences” -Macy and Thompson
44. Successes - Wendy’s turned fast food
marketing on its head with a
campaign designed to shift the
focus away from issues often
associated with consuming
unhealthy food.
- The pretzel pub sandwich was
promoted using overly dramatic
soap opera YouTube videos that
were produced based on tweets
that used the #PretzelLoveStories
hashtag
46. Failures - KFC’s use of #IAteTheBones
hashtag
- A Twitter campaign that continued
to produce negative sentiment
- In attempt to raise awareness
about its new boneless chicken
brand, KFC’s hashtag led to
“sharing memes of people choking
on chicken bones
48. Lessons
- The nonlinear continuum should
lead marketers to shift from
grabbing attention to holding
attention
- The idea is to create valuable
exchange between the brand
and the consumer
- Social media fits nicely into the
marketing shift toward creating
valuable consumer services - so
valuable that people want to
share positive experiences with
connections on their social
networks
49. An overall social media marketing model has emerged
Before:
Awareness → Opinion → Consideration → Preference → Purchase
Now:
Awareness → Consideration → Decision → Adoption → Advocacy
50. Conclusion
- Marketers have come to see that friends and family are more
influential on some topics, but celebrities with huge social media
followings also may exert tremendous influence over behaviors
- Marketers are beginning to use new automated technologies to
leverage big data and develop models that predict consumer
behavior
- The bottom line in social media marketing is developing a
program with an eye toward generating new leads and sales,
whether or not there is an immediate ROI
- Contextual social media should yield positive outcomes for
advertisers and marketers
51. Discussion questions
1. How can we better understand relationships consumers have with
brands through social media sites? What are the most important
benefits and constraints within these interactions?
2. What risks may exist for brands using native advertising and
sponsored content to drive media exposure within contexts that
appear similar to traditional news stories?
3. How can brands leverage the importance of social media interaction
with consumers to grow product sales through indirect effects from
ongoing online communication?
Social media is defined as interactive 2 way consumer and brand communication. Advertising is commonly defined as paid, one way promotional communication. Online advertising however becomes more about connections and conversations. Social media is starting to pretty much mesh together with traditional media advertising and marketing plans to be able to reach a larger audience. The reason social media is so unique is bc of its relationship building. AN example of this would be Earned exposure, is when customers express their positive experiences to other social media sites for reviews. How many of you guys have looked at the reviews about a product or company before deciding if you were going to invest in that item?Anybody have any examples (Or even when people review things on youtube like hair products or makeup) Well I do, so whenever I download something off of the app store I always read the reviews before I download it, even if the app is free I read the reviews bc I don’t want to waste my time and download and app that’s trash and then have to delete it later)....
-The ultimate goal in most advertising and marketing campaigns is to convert people through a conversion process. The conversion process is when someone has an initial interest that changes into the actual purchase of a product or service.
-The conversion process begins with Customer Care, the company would hire a team to specifically address complaints and resolve them. Risk Management is the careful use of disclaimers, which is whether or not you can just post something or does it need legal review first . Content Maximization is to take a step back and think about how you can get consumers to engage with you. And lastly Analytics are a great way to gather data about your consumers and check your progress.
The advertising and marketing industries experienced exponential growth, as companies were marketed through commercial mass media like radio and television. There has been a huge online shift where consumers now expect trustworthy online information and answers. Success flows to organizations that inform, not promote. Adopting this type marketing uses data to determine what consumers want, and then it offers planning and social media strategies that attempts to account for ROI, Return on Investment. ROI measures the gain or loss generated on an investment.
A professor at Michigan State and Notre Dame, named Jerome McCarthy, developed the 4 P’s of the marketing mix. Product refers to goods, services, and support. Price is about the cost of something, including money and time. Place refers to either a point of sale, or other things like geography, demographic target or sales experience. Promotion is about advertising, publicity, and branding. This model helps companies ask the right questions in development of a plan.
McCarthy’s marketing focus was on individual cognitive steps in the process: motivation, investigation, organization, and utilization. The idea that selling and advertising were now viewed as negative words cultivated an idea that we produce and consume. Marketing then became a promotional challenge of informing, persuading,and reminding environment.
Word of mouth is when consumers tells their friends and family what they think about a product. It is one of the most powerful forms of marketing because it is more credible because it comes straight from the consumers themselves. And now it has become even more popular because of the internet. It has transformed into Electronic word of mouth or EWOM. These things range from blog posts, reviews on websites, to comment sections. EWOM has even been connected to cognitive dissonance and other traditional psychological concepts to explore untruthful and negative truthful comments. Social media content sharing involves complex psychological and sociological engagement processes that may be related to branding.
When companies utlitlize social media strategic planning, there are four businesses considerations for the company to consider. Value creation, sources of competency, target market, and revenue.
Value=created through succesful brand positioning within the market. Competency= example: branding is form of competency. Target market=who your are selling to.
It is important for companies to have teams developing social media plans that guide responses during a crisis, but also direct the general purposes and goals of ongoing engagement.
Impressions: awareness of information, such as from seeing it during a search. An advertising buyer may bid on a sponsored search keywork that matches a user search and produces a high page ranking. Consumer point of entry is created, and a click through rate (CTR) may be measured as the number of clicks divided by impressions.
CTR’s are in decline from the height of an era of searching for online content, now that is being replaced by socia media constantly pushing out content.
SERP: search engine result placements, website and content creators can control these.
Beyond links, social media actvitiy such a likes, favorites, and comments may be influential to SEO
Most of what we call advertising and marketing is based on the goal of converting consumers of media and information into customers of products or services. The consumer process may begin with an online search that leads to social media engagement.
(Point 2) In order to be effective, these keywords must surface in spcific screen locations identified through “eye tracking patterns” research. Paid search is typically most effective when it appears at the top of the page or on the left side: Hot areas for consumers who read left to right. (Point 3) example, likes and fans don’t give meaningful marketing context, and friends post shares are more likely to be seen on a news feed than a companies.
We can better understand the relationships between consumers and brands by having a review section on the website, reading what consumers are messaging the company on twitter, instagram, and facebook. Also by having polls on social media sites to see how they feel about certain things. Just interacting with consumers in general will help better the relationship. The most important benefit would be that the company would know exactly what the consumer does or does not like about them or want from them. A constraint would be that when dealing with social media in general it could completely backfire and turn into a disaster.
Risks for behavior such as this include people not being able to differentiate that brand from others. If your advertising is within the context of a traditional news story, it is likely the consumer will not be moved to act based on the marketing material presented to them. Within the next, it is stated that “only outstanding content can cut through the noise”, which means only that which pops to the consumer is going to truly catch their attention. Anything else is nothing more than white noise to the average consumer watching your content.
Brands can leverage the importance of social media interaction with consumers by incentivizing the usage of social media as a way to interact with the company. Things such as contests, giveaways, and prizes all encourage consumers to interact with a company on a potentially regular basis. Relating to the desired audience is also a method of leveraging the importance of social media. Companies such as Wendy’s often utlilize twitter to post things relating to pop culture or make jokes directed at their competition. Content such as this garners retweets and likes, and spreads around the internet like a virus. This boosts customer-company relations and puts a particular company, Wendy’s in this case, in a favorable light in the public eye. All of these things translate to a growth in product sales and positive word of mouth amongst consumers on the internet.
Social media is defined as interactive 2 way consumer and brand communication. Advertising is commonly defined as paid, one way promotional communication. Online advertising however becomes more about connections and conversations. Social media is starting to pretty much mesh together with traditional media advertising and marketing plans to be able to reach a larger audience. The reason social media is so unique is bc of its relationship building. AN example of this would be Earned exposure, is when customers express their positive experiences to other social media sites for reviews. How many of you guys have looked at the reviews about a product or company before deciding if you were going to invest in that item?Anybody have any examples (Or even when people review things on youtube like hair products or makeup) Well I do, so whenever I download something off of the app store I always read the reviews before I download it, even if the app is free I read the reviews bc I don’t want to waste my time and download and app that’s trash and then have to delete it later)....
-The ultimate goal in most advertising and marketing campaigns is to convert people through a conversion process. The conversion process is when someone has an initial interest that changes into the actual purchase of a product or service.
-The conversion process begins with Customer Care, the company would hire a team to specifically address complaints and resolve them. Risk Management is the careful use of disclaimers, which is whether or not you can just post something or does it need legal review first . Content Maximization is to take a step back and think about how you can get consumers to engage with you. And lastly Analytics are a great way to gather data about your consumers and check your progress.
The advertising and marketing industries experienced exponential growth, as companies were marketed through commercial mass media like radio and television. There has been a huge online shift where consumers now expect trustworthy online information and answers. Success flows to organizations that inform, not promote. Adopting this type marketing uses data to determine what consumers want, and then it offers planning and social media strategies that attempts to account for ROI, Return on Investment. ROI measures the gain or loss generated on an investment.
A professor at Michigan State and Notre Dame, named Jerome McCarthy, developed the 4 P’s of the marketing mix. Product refers to goods, services, and support. Price is about the cost of something, including money and time. Place refers to either a point of sale, or other things like geography, demographic target or sales experience. Promotion is about advertising, publicity, and branding. This model helps companies ask the right questions in development of a plan.
McCarthy’s marketing focus was on individual cognitive steps in the process: motivation, investigation, organization, and utilization. The idea that selling and advertising were now viewed as negative words cultivated an idea that we produce and consume. Marketing then became a promotional challenge of informing, persuading,and reminding environment.
Word of mouth is when consumers tells their friends and family what they think about a product. It is one of the most powerful forms of marketing because it is more credible because it comes straight from the consumers themselves. And now it has become even more popular because of the internet. It has transformed into Electronic word of mouth or EWOM. These things range from blog posts, reviews on websites, to comment sections. EWOM has even been connected to cognitive dissonance and other traditional psychological concepts to explore untruthful and negative truthful comments. Social media content sharing involves complex psychological and sociological engagement processes that may be related to branding.
When companies utlitlize social media strategic planning, there are four businesses considerations for the company to consider. Value creation, sources of competency, target market, and revenue.
Value=created through succesful brand positioning within the market. Competency= example: branding is form of competency. Target market=who your are selling to.
It is important for companies to have teams developing social media plans that guide responses during a crisis, but also direct the general purposes and goals of ongoing engagement.
Impressions: awareness of information, such as from seeing it during a search. An advertising buyer may bid on a sponsored search keywork that matches a user search and produces a high page ranking. Consumer point of entry is created, and a click through rate (CTR) may be measured as the number of clicks divided by impressions.
CTR’s are in decline from the height of an era of searching for online content, now that is being replaced by socia media constantly pushing out content.
SERP: search engine result placements, website and content creators can control these.
Beyond links, social media actvitiy such a likes, favorites, and comments may be influential to SEO
Most of what we call advertising and marketing is based on the goal of converting consumers of media and information into customers of products or services. The consumer process may begin with an online search that leads to social media engagement.
(Point 2) In order to be effective, these keywords must surface in spcific screen locations identified through “eye tracking patterns” research. Paid search is typically most effective when it appears at the top of the page or on the left side: Hot areas for consumers who read left to right. (Point 3) example, likes and fans don’t give meaningful marketing context, and friends post shares are more likely to be seen on a news feed than a companies.
We can better understand the relationships between consumers and brands by having a review section on the website, reading what consumers are messaging the company on twitter, instagram, and facebook. Also by having polls on social media sites to see how they feel about certain things. Just interacting with consumers in general will help better the relationship. The most important benefit would be that the company would know exactly what the consumer does or does not like about them or want from them. A constraint would be that when dealing with social media in general it could completely backfire and turn into a disaster.
Risks for behavior such as this include people not being able to differentiate that brand from others. If your advertising is within the context of a traditional news story, it is likely the consumer will not be moved to act based on the marketing material presented to them. Within the next, it is stated that “only outstanding content can cut through the noise”, which means only that which pops to the consumer is going to truly catch their attention. Anything else is nothing more than white noise to the average consumer watching your content.
Brands can leverage the importance of social media interaction with consumers by incentivizing the usage of social media as a way to interact with the company. Things such as contests, giveaways, and prizes all encourage consumers to interact with a company on a potentially regular basis. Relating to the desired audience is also a method of leveraging the importance of social media. Companies such as Wendy’s often utlilize twitter to post things relating to pop culture or make jokes directed at their competition. Content such as this garners retweets and likes, and spreads around the internet like a virus. This boosts customer-company relations and puts a particular company, Wendy’s in this case, in a favorable light in the public eye. All of these things translate to a growth in product sales and positive word of mouth amongst consumers on the internet.
