Week 4 LectureNotes_COM370

1. Week 4 Lecture Notes
COM370
Chapters 8,9,& 10

2. Week4ContentAlignswith
thefollowingLearning
Outcomes:
 Understand key effects of
social media on users’
communication behaviors.
 Understand the factors
leading to the success and
failure of social media
campaign efforts.

3. Chapter 8:
CreateWings
and Roots for
YourContent
 How does a company “ground” its
content? All company-produced
info must be in the company’s
perspective, the company’s voice,
and from the company’s point of
view.
 Wait!Won’t this make the info dull,
repetitious and biased?
 The text says that “each piece of
content should be viewed as a
social object.”What does this
mean?
 SocialObject: Each piece of
content has a life all its own as users
link to it, comment on it, “like it”
and share in any manner.

4. How to give the
company
content wings
 Make it findable to search engines. Find more Search Engine Optimization strategies out there on the
Web. Tell the class what you find. Here is an 8-minute lesson from a Google employee about setting up
SEO.
 Setting up SEO
 Make it accessible. Should it be hidden behind a registration screen?
 What does the info look like on the tiny smartphone screen? Keep in mind Iphones, Ipads, Ianythings do
not support Adobe Flash. Test your info on EVERY browser.
 Make is easy. Sharing the content across all social media has to be easy, and an example of easy is clicking
“Like.”
 Make it easy to embed in consumer websites and blogs. Your settings have to allow sharing.
 Make clear any expectations about how and where the content is shared. Publish in PDF and in
PowerPoint.
 Make is shareable. Give handles to your content. Handles: anything that can be manipulated or
interacted with. Publish everything in both PDF and PowerPoint format.
 Figure out what will make a user click the “like” button or email a story or a funny event to friends?
 Stories that trigger an emotional response
 Weird stuff
 Longer stuff
 Positive stuff
 Awe stuff (This is the top content action getter)

5. Activity
Streams
 Publishing in social activity streams:
 Engagement is the goal (not to have it go viral)
 Share more than once
Most important info is first
 Move beyond words (use photos and videos)
 Keep it simple (and short—tweets 85 to 100 characters)
but avoid abbreviation

 Considerations for content in Twitter:
 Make every word count
 Keep it simple
 Provide context
 Lead with the good stuff
 Write killer headlines
 Graphics expand on the story
 People make things interesting
 Consider the reader

6. GoingViral
 Going viral: sudden, intense interest by thousands or millions of
viewers
 You cannot force content to go viral.That just happens.
 Going viral is not a measurable happenstance for a company.
 It is unlikely that a deliberate attempt will result in a viral message,
so it is not a reasonable aim for the marketing department of a
business.
 “Videos that go viral are great for generating buzz and getting
people to watch and share them, but they don’t necessarily do a
lot for getting people to visit your website or purchase your
product” (p. 197).

7. Chapter 9:The
Care and
Feeding of
Fans
Listen to consumers who are
interacting with company content.
Respond quickly to consumers.
Because you are listening, you will see
the message. Respond as soon as
possible., but at least once per day.
Warm, genuine responses serve the
consumer. No pushing.
Respond to upset customers.
Apologize for the malfunction or
disappointment (but DO NOT ADMIT
any guilt or responsibility—these are
legal landmines.).Thank the consumer
for bringing the problem to your
attention.Take the discussion offline to
a nonpublic forum.

8. WhenConsumers
will talk about
you
If a brand exceeds expectation, consumers
are happy and their willingness to share in
social media is HIGH
If a brand meets expectation, consumers are
neither happy nor sad, and their willingness to
share the experiences is LOW
If a brand misses expectation, consumers are
unhappy ( even angry!) and their willingness to
share in social media isVERY HIGH
Customer service is a single interaction, but
customer experience is a series of interactions.

9. Set up a
Listening
Dashboard
 Listening Dashboard:
Tracking important
conversations and topics
across social media using
search tools.
 Free options include
 Google reader
 Google alerts
 Search.twitter.com
 GoogleAlerts are emails sent
to you when Google finds new
results -- such as web pages,
newspaper articles, or blogs --
that match your search term.
You can use GoogleAlerts to
monitor anything on theWeb.

10. IgnoreTrolls
 No feeding trolls: People who stir up trouble online.Trolls talk off-
topic to seek attention and a response.
 Do not acknowledge a troll message in any way.

11. Chapter 10:
Business-to-
business
Companies
Trends compelling B2B companies
to use content marketing on social
media include:
People search social media before making
decisions
Buyers turn to the Web to access information about
vendors
Buyers avoid contacting a company until they are
closer to a decision, so a company off social media
misses opportunities
Buyers use social media to fulfill what sales agents
formerly provided
Challenges for B2B:
Several people are a part of making decisions, yet
they may independently search your social media
and find different things.
Potential buyers often do not find the info they
need that formerly was provided by a sales team.

12. Creating
Content for
B2BSocial
Media
 Develop buyer personas (know what they want, how and when they want it) for all
major roles in the buying process.
 For each role, learn how that person/position goes about making a buying decision.
What questions need to be answered. See the list of questions on page 126.
 Gather the needed content info, then create info packages: Competitive
comparison, FAQs, success stories, case studies, plus content to preempt expected
objections, press releases, position papers, e-books, how-to guides, etc.
 Tie your content to short-term goals (such as encouraging the reader to sign up to
download a whitepaper).
 Develop the buying process (this is a map of the step they will take).
 Place the content where it can be found.
 Track and analyze traffic.
 Require registration for some content.

13. B2BContent
Suggestions
Competitive comparisons (a
downloadable document)
Case studies and success stories
Bundle related products in a
downloadable how-to tool kit
FAQs to answer would-be buyer
questions

14. References
 Gingiss, Dan, (2017).Winning at social customer care. North
Charleston, SC: CreateSpace Independent Publishing Platform.
 Handley, A., & Chapman,C. C. (2012). Content Rules. Hoboken, NJ:
JohnWiley and Sons.