a work on social media marketing
The Intro of Social Media Marketing (Some theories)
-Why Social Media Marketing
-Definition
-Components/ Characteristics
-The motivation of online participation
-how to influence people
Social Media Marketing
-The convergence of e-commerce & social media
-Opportunities and Strategies
-The best practices of Social Interface Design
-The measurement of Social Media Marketing
Supplements:The cases of industrial practices
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Effie Kapsalis
#MWXX Workshop
Brian Alpert, Smithsonian Institution, USA, Sarah Banks, Smithsonian's National Air and Space Museum, USA, Erin Marie Blasco, National Museum of American History, Smithsonian Institution, USA, Effie Kapsalis, Smithsonian Institution Archives, USA
From the web’s earliest days, digital professionals have been pressed to demonstrate that their online efforts were contributing to their organizations, whether by increased revenue, a more finely-honed brand identity, or the profound ability to enhance their mission via content delivery to anyone with a browser. Along comes social media, connecting millions in ways never before possible, disrupting the landscape and breathing new life into the questions: “Why is this important and how do we know it’s working?” Today’s landscape is a splintered collection of new channels, inscrutable metrics, and a dizzying array of tools offering a dizzying range of possibilities with which to answer the classic question, “What do I measure?” and its first cousin, “What does that have to do with our program?”
Join Smithsonian’s Brian Alpert, Sarah Banks, Erin Blasco and Effie Kapsalis as they work with participants to refine and articulate this conversation through a series of examples, case studies and recommendations. In addition to presenting a manageable, common sense approach to selecting metrics and extending the web analytics process to social media, examples will demonstrate how metrics served to support organizational goals and what tools proved most useful. Brian will present the process for measuring websites and social media in terms of your goals. He will also discuss the ongoing conversion to Google’s “Universal” code, the “User ID” feature, and discuss what changes are in store for ALL Google Analytics users. Effie and Erin will present case studies showing this process in action, illustrating how their approaches to social media, website and mobile measurement are mapped to specific goals. Erin will lead a group exercise that will bring participants closer to the actual process steps and definitions, and Sarah will talk about Google Analytics for mobile apps and show a framework she devised to help measure a museum’s impact through its social media outreach.
Digital Marketing Course | Digital Marketing Tutorial For Beginners | Digital...Simplilearn
This presentation about Digital Marketing course will go through all the major methods available to market your content. This video covers the different forms of digital marketing available to you, like search engine optimization, content marketing, search engine marketing, social media marketing, affiliate marketing, native advertising, email marketing, and online PR. This video also focuses on how each of these marketing types works along with some of the popular tools that are used for Digital Marketing with the help of examples and practical demos. So, let's get started and step into the world of Digital Marketing.
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Who should take this Digital Marketing course?
Anyone who is looking to further his or her career in digital marketing should take this course, especially those seeking leadership positions. Any of these roles can benefit from Digital Marketing Specialist training:
1. Marketing Managers
2. Digital Marketing Specialists
3. Marketing or Sales Professionals
4. Management, Engineering, Business, or Communication Graduates
5. Entrepreneurs or Business Owners
6. Marketing Consultant
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Effie Kapsalis
#MWXX Workshop
Brian Alpert, Smithsonian Institution, USA, Sarah Banks, Smithsonian's National Air and Space Museum, USA, Erin Marie Blasco, National Museum of American History, Smithsonian Institution, USA, Effie Kapsalis, Smithsonian Institution Archives, USA
From the web’s earliest days, digital professionals have been pressed to demonstrate that their online efforts were contributing to their organizations, whether by increased revenue, a more finely-honed brand identity, or the profound ability to enhance their mission via content delivery to anyone with a browser. Along comes social media, connecting millions in ways never before possible, disrupting the landscape and breathing new life into the questions: “Why is this important and how do we know it’s working?” Today’s landscape is a splintered collection of new channels, inscrutable metrics, and a dizzying array of tools offering a dizzying range of possibilities with which to answer the classic question, “What do I measure?” and its first cousin, “What does that have to do with our program?”
Join Smithsonian’s Brian Alpert, Sarah Banks, Erin Blasco and Effie Kapsalis as they work with participants to refine and articulate this conversation through a series of examples, case studies and recommendations. In addition to presenting a manageable, common sense approach to selecting metrics and extending the web analytics process to social media, examples will demonstrate how metrics served to support organizational goals and what tools proved most useful. Brian will present the process for measuring websites and social media in terms of your goals. He will also discuss the ongoing conversion to Google’s “Universal” code, the “User ID” feature, and discuss what changes are in store for ALL Google Analytics users. Effie and Erin will present case studies showing this process in action, illustrating how their approaches to social media, website and mobile measurement are mapped to specific goals. Erin will lead a group exercise that will bring participants closer to the actual process steps and definitions, and Sarah will talk about Google Analytics for mobile apps and show a framework she devised to help measure a museum’s impact through its social media outreach.
Digital Marketing Course | Digital Marketing Tutorial For Beginners | Digital...Simplilearn
This presentation about Digital Marketing course will go through all the major methods available to market your content. This video covers the different forms of digital marketing available to you, like search engine optimization, content marketing, search engine marketing, social media marketing, affiliate marketing, native advertising, email marketing, and online PR. This video also focuses on how each of these marketing types works along with some of the popular tools that are used for Digital Marketing with the help of examples and practical demos. So, let's get started and step into the world of Digital Marketing.
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Who should take this Digital Marketing course?
Anyone who is looking to further his or her career in digital marketing should take this course, especially those seeking leadership positions. Any of these roles can benefit from Digital Marketing Specialist training:
1. Marketing Managers
2. Digital Marketing Specialists
3. Marketing or Sales Professionals
4. Management, Engineering, Business, or Communication Graduates
5. Entrepreneurs or Business Owners
6. Marketing Consultant
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
Blue and Pink Social Media Marketing Presentation (1).pdfMehaksamra
Social media marketing is a digital marketing strategy that involves using social media platforms to promote products, services, or brands. It leverages the popularity and reach of social media platforms to connect with target audiences, build brand awareness, drive website traffic, and ultimately achieve marketing goals. Here are some key aspects of social
In our web 2.0 world, the business landscape has changed. Consumers refuse to be interrupted anymore - demanding that brands engage with them.
People do business with people they like, know, and trust. By utilizing the social media tools available to all of us, businesses can become human. By creating valuable content and engaging with customers where they are, businesses are creating real relationships, resulting in real trust.
This presentation offers a high-level overview to where we've been, where we are, and we're we are going in social media. It gives simple-to-follow steps to start implementing social media into a business. It's not comprehensive, but can help a business take that first step.
Content developed by Jon Thomas and M80 (m80im.com). Presentation designed by Jon Thomas at Presentation Advisors (www.presentationadvisors.com).
Social Media Marketing for Real Estate ProfessionalsNicholas Scalice
In this presentation, Nicholas will cover the basics of social media marketing strategy and tactics, in terms that real estate professionals can relate to. He will explain the single most important feature every real estate website should have (even though less than 10% of agent websites actually have it).
Nicholas will also cover how each of the “Big Four” social media platforms can be used specifically in the real estate industry, and lastly, he will reveal six marketing tools that he personally recommends to every real estate professional.
Introductory presentation I prepared for the YES organization in February 2014. This presentation touches upon the basics of social media, how to devise a marketing strategy for either a personal or corporate brand, the major platforms to leverage, and a collection of tools and resources to manage campaigns effectively.
This PowerPoint talks about how social media has affected business, marketing, and people's lives. It has become a huge part of our society and has become extremely useful for people all over the world.
Social Media Optimization in Simple WordsJaydip Parikh
This PPT talks about how any one can promote their website using Social Media. How they can do brand building and fatch more visitors via Social Network, Vedio Promotions and other stuff.
Social Media Gurukul provides and overview on the importance of social media. This presentation on social media is backed by social media statistics, facts and figure.
These slides provide an overview of social media marketing; background knowledge, methods and processes for managing social media, measuring social media and not least different strategies for implementing social media marketing.
remember that slides only tell half of the story ...
For businesses of all sizes, social media marketing is a great method to reach out to prospects and consumers. This presentation provides an overview of social media marketing.
Develop a social media marketing roadmap for your organization plus tips on blog marketing and Twitter from TopRank Online Marketing CEO Lee Odden.
Presentation from ClickZ OMS event in Minneapolis 2009.
www.checkerboard.com - Presentation given to marketing managers and business owners. Special thanks to my many sources. If you'd like to work with our company, or need additional information on this topic, please contact us!
Blue and Pink Social Media Marketing Presentation (1).pdfMehaksamra
Social media marketing is a digital marketing strategy that involves using social media platforms to promote products, services, or brands. It leverages the popularity and reach of social media platforms to connect with target audiences, build brand awareness, drive website traffic, and ultimately achieve marketing goals. Here are some key aspects of social
In our web 2.0 world, the business landscape has changed. Consumers refuse to be interrupted anymore - demanding that brands engage with them.
People do business with people they like, know, and trust. By utilizing the social media tools available to all of us, businesses can become human. By creating valuable content and engaging with customers where they are, businesses are creating real relationships, resulting in real trust.
This presentation offers a high-level overview to where we've been, where we are, and we're we are going in social media. It gives simple-to-follow steps to start implementing social media into a business. It's not comprehensive, but can help a business take that first step.
Content developed by Jon Thomas and M80 (m80im.com). Presentation designed by Jon Thomas at Presentation Advisors (www.presentationadvisors.com).
Social Media Marketing for Real Estate ProfessionalsNicholas Scalice
In this presentation, Nicholas will cover the basics of social media marketing strategy and tactics, in terms that real estate professionals can relate to. He will explain the single most important feature every real estate website should have (even though less than 10% of agent websites actually have it).
Nicholas will also cover how each of the “Big Four” social media platforms can be used specifically in the real estate industry, and lastly, he will reveal six marketing tools that he personally recommends to every real estate professional.
Introductory presentation I prepared for the YES organization in February 2014. This presentation touches upon the basics of social media, how to devise a marketing strategy for either a personal or corporate brand, the major platforms to leverage, and a collection of tools and resources to manage campaigns effectively.
This PowerPoint talks about how social media has affected business, marketing, and people's lives. It has become a huge part of our society and has become extremely useful for people all over the world.
Social Media Optimization in Simple WordsJaydip Parikh
This PPT talks about how any one can promote their website using Social Media. How they can do brand building and fatch more visitors via Social Network, Vedio Promotions and other stuff.
Social Media Gurukul provides and overview on the importance of social media. This presentation on social media is backed by social media statistics, facts and figure.
These slides provide an overview of social media marketing; background knowledge, methods and processes for managing social media, measuring social media and not least different strategies for implementing social media marketing.
remember that slides only tell half of the story ...
For businesses of all sizes, social media marketing is a great method to reach out to prospects and consumers. This presentation provides an overview of social media marketing.
Develop a social media marketing roadmap for your organization plus tips on blog marketing and Twitter from TopRank Online Marketing CEO Lee Odden.
Presentation from ClickZ OMS event in Minneapolis 2009.
www.checkerboard.com - Presentation given to marketing managers and business owners. Special thanks to my many sources. If you'd like to work with our company, or need additional information on this topic, please contact us!
Internet Marketing -Email, Social Media and Search in the Overall Marketing MixAdvanced Media Productions
One study says that 35 % percent of all small businesses in the US advertise online and that online advertising will reach $60 billion by 2010. The benefits of Internet marketing are tracking online user behaviors and it is relatively inexpensive to generate new business and build brand awareness. The most recent growth in online marketing is in social media marketing, including business blogs, WOMM and online reputation management. There also has been tremendous growth in search engine marketing with SEO and search engine advertising.
10 Steps to a Successful Social Media Marketing StrategyJeff Bullas
Social media marketing success is something that business is now starting to see as vital as part of their marketing plans. Just having a Facebook page or a Twitter account is just the start. Planning and creating a strategy is vital if you want to succeed long term. In this presentation we look at the 10 steps you need to implement. We also look at some specific tactics and case studies of brands and businesses that have been successful at social media marketing.
Absolute Beginner's Guide to Social Media MarketingBarry Feldman
Social media marketing, made simple. This is your starter guide—a fast-read eBook. What do first, then second, and a series of steps and strategies are explained for the absolute beginner.
The 10 Best Copywriting Formulas for Social Media HeadlinesBuffer
A Top Ten list of the best copywriting formulas used by writers and marketers, and how they might fit with the social media headlines you write.
1. Before – After – Bridge
2. Problem – Agitate – Solve
3. Features – Advantages – Benefits (FAB)
4. The 4 C’s
5. The 4 U’s
6. Attention – Interest – Desire – Action (AIDA)
7. A FOREST
8. The 5 basic objections
9. Picture – Promise – Prove – Push (PPPP)
10. The 1 – 2 – 3 – 4 Formula for Persuasive Copy
The complete list is available on the Buffer blog here: https://blog.bufferapp.com/copywriting-formulas
Dell social media case study #smu2 the power of crowdsourcingDell Social Media
Dell's James Gibb shares a case study on Dell's Social Media at #SMU2. The theme of the day is the power of crowd-sourcing. You can connect with James on Twitter @JamesGatDell
Drive more sales and increase your loyal customer base
Great branding -- such as Coca Cola's red and white lettering or Tiffany & Co.'s robin's egg blue boxes -- will help you grow your sales by creating business recognition and increasing the perceived value of your product/service.
However, you don't have to be a worldwide brand (with a huge marketing budget) to use brand recognition to positively influence customers purchase intent.
This deck will teach you about:
-- Optimizing your brand to grow engagement
-- Budget-friendly branding ideas
-- Tips on leveraging your brand to boost sales
-- Mistakes to avoid
Download today and you’ll walk away with new ideas you can implement and a strategy that will give your local business brand recognition.
Reaching a Global Audience to Drive Influence, Reputation and Outcomes - May ...WriterAccess
Making your website an engaging place that your visitors trust is no easy task. You can start by making a site that allows visitors to easily find, discuss and share resources.
Join iPressRoom's Chris Bechtel and ideaLaunch founder Byron White for a webinar on Reaching a Global Audience to Drive Influence, Reputation and Outcomes.
In this webinar you'll learn reasons why upgrading your website capabilities is a necessity if you want to turn site visits into relationships, and relationships into outcomes. Outcomes like greater brand awareness, higher measures of favorable response and revenue growth.
This was presented to a group of real estate agents who are interested in learning how to grow their business with social media marketing and networking.
This presentation was delivered to the Licking County Board of Realtors in October 2016. It covers the basics of social media for real estate agents and gives tips and resources for Realtors as they work to use social media in their marketing.
Presentation to be delivered at the 'Meet the Buyer' Conference, Glasgow June 10th - http://www.sdpscotland.co.uk/events/events-list/meet-the-buyer.aspx
Where social media is today. Where it's headed. What is HOLDING brands/biz back. Includes a social media maturity framework for digital strategists.
If you download - please add a comment.
Laurie Dillon-Schalk's keynote for IBM's Retail Fall Showcase on Nov. 2nd, 2011
This presentation provides an introduction to social media channels. It will examine the importance of social media and how to use platforms such as Facebook, Twitter and LinkedIn successfully. It will explore the main principles of social media, and how it can be used by organisations to transform their marketing communications. The area of social media monitoring and risk will also be examined along with some practical advice on how to successfully protect your organisation's reputation online.
The social web requires companies to rethink how they approach content across the customer journey. We have evolved beyond the community manager and social strategist... A Social Bizologist leads the integration of social across business functions.
The intention of this presentation is to summarize our team’s findings after initial research in the Social Media Marketing space. We relied heavily on sources including: eMarketer, Altimeter Group, Forrester, and Marketing Sherpa. At the rate the space is moving, this presentation should be considered old news as of noon today. Also, I apologize in advance for my mediocre PPT artwork skills.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
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First there were fundraising databases, the came websites and then social media. It's only because they arrived at different times that they have separate budgets, activities. But they are now converging - this technology looks at the convergence and how we might organise ourselves to take advantage of it.
Be A Mobile Design Hero: Transform Your Web Design Knowledge Into Mobile Desi...Vinny Wu
Kim Lenox (Consumer Electronics Industry)
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
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Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
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Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
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What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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2. Content
• The Intro of Social Media Marketing (Some theories)
– Why Social Media Marketing
– Definition
• Components/ Characteristics
• The motivation of online participation
• how to influence people
• Social Media Marketing
– The convergence of e-commerce & social media
– Opportunities and Strategies
• The best practices of Social Interface Design
– The measurement of Social Media Marketing
• Supplements:The cases of industrial practices
3. Why Social Media Marketing
• Because(online)consumers are all using it
• The marketing cost is lower, compared to traditional
ways
• The effects of traditional marketing are limited and
diminishing !
Most marketing efforts are invested here
4. The failure of traditional marketing
• Low click rate
• AD avoidance
• Distrust / Hatred of AD
6. Why Social Marketing?
Those behaviors
Key conversion happening on
point Social web
The main focus of
traditional marketing
The differences of traditional/ social marketing:
• Traditional:focus on customer awareness, educating customer(product
function, feature or brand image etc.)
• Social:focus on equal, transparent communication,let customer know
the benefit of buying a specific product to make a smart purchase
8. Define Social Media and Social Media Marketing
• Social Media:The media of online Talk and Interaction, often
generated and exchanged by online consumer。
• Social Media Marketing(SMM):usually center on efforts to create
content that attracts attention, generates online conversations, and
encourages readers to share it with their social networks.
The message spreads from user to user and presumably resonates
because it is coming from a trusted source, as opposed to the brand
or company itself.
SMM is a recent component of integrated marketing
communications plans, coordinates the elements of the
promotional mix—advertising, personal selling, public
relations, publicity, direct marketing, and sales
promotion—to produce a customer focused message.
15. Online Participation theories
Anticipated reciprocity :
contribute valuable info to
Increased recognition:
receive useful help in
individuals want
return. Anticipated
recognition for their
reciprocity
contributions. Most
online community
offer member profile
Increased
page/ avatars / ranks…
recognition
Sense of efficacy:a sense
of having some effect on Sense of
the community/ Sense of Sense of community:
environment. efficacy community people are social
beings and natural
to communicate/
respond, rate/
recommend。
16. The Characteristics of Social Media / Web 2.0
• Democracy
• Open
• Transparent
• Dynamic
……
17. How to influent people, instead of trying to control them
• Six Weapons
– Reciprocation
– Commitment and
consistency
– Social proof
– Liking
– Authority
– Scarcity
18. Part II Social Media Marketing and E-commerce
The convergence of e-commerce & social media
19. The future (e-commerce)web*
• Social relation, transformed from
being isolated to confederated &
convergent
• Monetize the social network/
relationship of consumers.
*See the supplement:The Future Of The Social
Web, Forrester Research
21. The Social Stage
1.Improve & 2. Go into Social Network 3. E-commerce & 4. Explore the
intensify the SNS converge each possibilities
social other
interaction of
website
Relative controllability and complication
• Social Interface Design*
Infrastructures • Social Media Marketing & Operation Measurement
• Social Customer Relationship Management
22. The principles and best practices of social interface design:
Social Patterns
*http://designingsocialinterfaces.com Strongly suggest to design in the UCD ways
23. Social Stage 1
• Facilitate the interaction,increase the time on page;
• Customer help themselves, enhance the knowledge and engagement;
• Reduce the possible demand for customer services;
• Easy to control and manage
Fundamental within-site interaction elements, such as Share, Tag
Need to redesign the current website;
Not connected with external social network
24. Possible opportunities
• Membership 2.0
– Identity and Profile
– Participation/ Contribution Dashboard
– Buyer Membership Club
• Extended social functions
– Tagging
– Public shopping list
– Buyer Expert
– Product discussion board
– Open box
……
25. Customer profile:Yelp.com
Social elements:
• Avatar | Ranks (not the purchasing rank)
• Friend network
• Contribution dashboard
• The history of interactions
Benefits:
• Satisfy customers’ “ego”
• More sense of community
• Better social discovery (explore more site info)
Must pay attention to the privacy
26. Examples: Amazon.com
1. Social tag(let customer to re-categorize , discover and explore the website)
2. Public shopping list(make the shopping list social,collectively recommend
and consult)
Functions:
One customer make the shopping list,
others can rate, recommend and make
purchase
Elements:
Shopping list/ Single product review /
buy in whole
27. Examples: Amazon.com
3. Buyer expert(make a stage for the
extreme customer*)
4. Open box • Encourage the enthusiasm
• Text review • Enhance the engagement
• Image/
Video
* Behold the Extreme Consumers and Learn to Embrace Them, HBR
28. Best Buy - Reward Zone
• Customer Member Club, bind the future purchase and loyalty to increase
the lifetime value
• If possible,separate the membership from the online participation ranks
29. Social Stage 2
Possible to shift the traffic
away;
May cause unexpected
word-of-mouth
Easy to deployment;
Low cost(Free)
Make the social presence on SNS,, such as Facebook,
Twitter, RenRen, Sina Weibo
Hard to control what people say about
30. Social Stage 3
May change the
structure and display of
website
Share web info to social media;
Increase the exposure and awareness
Imbed the social sharing widgets into the website
Functions are limited, only a few data to collect
31. Social Stage 4
The potential dependency
on SNS;
Decrease the management
power on customers
Decrease the resistance of login/ registration
Improve the user experience and conversion rates
Oauth, OpenID, Facebook Connect
No trouble in login/ registration
Hard to collect customers’ info, such as email;
May lose the complete customers data in the long run
33. Examples:Simple Sharing;Active Sharing
1. Simple Sharing
• The motivation/ social context are tedious
• The interaction is low and passive
USA:Facebook, Twitter, Google Buzz, Yahoo Buzz, Digg……
China:新浪微博,人人网,开心网,豆瓣网……
2. Active sharing(more specific Objective and in a natural Social Conversation
way,such as “I Like…”,“Please give your advise…”etc.)
• Enrich the sharing
• Increase the interaction,more actively
35. Social Stage 5
Aim at key campaigns,
customer/ deals;not the
simply sync
Increase customer engagement,
Enhance the interaction and make
visitors stay on site longer
Synchronize social media into website
Not all the info are relevant
Useless noises increase the disturbance
36. Social Stage 6
Depend on the
development of
internet and industry
Make website info open and available
Increase involvement and interaction channels
Open API to the 3rd parties
Development cost
Controllability and transaction security
37. 例子
1. Synchronize social media into website
• Deepen the convergence of e-commerce and social media
• Increase the interaction of the e-commerce website and hold traffic
• Offer new customer service support channel
39. The e-commerce on Facebook
• Free e-commerce solution:Payvment offers simple function,
immature store management
• Service supplier:http://www.alvenda.com/ a commission-based
Facebook e-commerce solution provider
40. Example: open API
Groupon
Android APP
Case:Taobao API – integrated with Sina
Weibo
淘宝商城与新浪微博API整合的应用案例
Tweet an inquiry
Widget
Receive the instant
price and alerts
41. Social Stage 7
More possibilities?
Customer needs
prediction based on
their social behaviors?
42. Summary:
Social Media Marketing is not only a communication way also a marketing system.
Conversation
E-commerce
Social Media Marketing
44. A Social Media Marketing management and deployment framework
聆听 理解 参与 度量和反馈
TR has been working on “Listen/Understand”customers: Must dos:
• Usability test / Contextual interview / customer feedback/ • measurement
Survey • React /respond
are going to do: to customer
• In-depth interview ,Brand image research ……
46. Goals
• To build brand awareness?
• To generate buzz, advocacy or WOM?
• To generate brand engagement?
• To shift consumer perceptions?
• To influence key opinion formers?
• To generate leads or build prospect base?
• To stimulate dialogue or relationship with prospects
• To encourage participation for social event?
• To manage brand reputation?
• To divert a PR crisis?
• To engender customer loyalty?
• To uncover customer or product insights?
• To enhance customer service?
……
49. NPS
Three customers:Promoters,Passives & Detractors
Focus:
Promoters:high loyalty & CLV. How to make the most of them?
Detractors:negative loyalty & deteriorate profit. How to diminish?
Benchmark this metric with historical and industrial ones
51. Social CRM(Customer Relationship Management)
• Traditional CRM:Know which customer are satisfied and profitable,
analyze the sales performance and etc.;
• Social CRM:better communicate with customer, including existing and
prospective customers
Via social media marketing/ Social CRM to increase customers’
long-term profitability, loyalty and word-of- mouth.
Calculate Customer Lifetime Value
A RFM method:
Rencency how long has it been since the last purchase
Frequency how many purchases have been made in a curtain period
Monetary how much have been spent