Social Media Marketing English Edition

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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

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Social Media Marketing English Edition

  1. Social Media Marketing: Intro & Strategies http://www.v2000.info wyl2000@gmail.com
  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
  5. The purchase of a true customer (Complex)
  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
  7. ROI of Traditional / Social Media Marketing
  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.
  9. Touch-points
  10. The components of Social Media
  11. The motivation of Online Participation
  12. B=f(P+E) Behavior is a function of a Person and his Environment Lewin’s Equation
  13. The Social Web is built here, from love and esteem
  14. 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。
  15. The Characteristics of Social Media / Web 2.0 • Democracy • Open • Transparent • Dynamic ……
  16. How to influent people, instead of trying to control them • Six Weapons – Reciprocation – Commitment and consistency – Social proof – Liking – Authority – Scarcity
  17. Part II Social Media Marketing and E-commerce The convergence of e-commerce & social media
  18. 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
  19. Social Media Marketing and E-commerce Opportunities and Strategies
  20. 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
  21. The principles and best practices of social interface design: Social Patterns *http://designingsocialinterfaces.com Strongly suggest to design in the UCD ways
  22. 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
  23. 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 ……
  24. 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
  25. 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
  26. 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
  27. 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
  28. 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
  29. 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
  30. 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
  31. Example:BestBuy TwelpForce - a virtual customer service support team based on Twitter
  32. 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
  33. Examples:Open Authorization 3. Open Authorization、OpenID etc.
  34. 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
  35. 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
  36. 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
  37. 例子 2. Transfer e-commerce to SNS platform • Exploit SNS platform as a new marketing channel
  38. 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
  39. 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
  40. Social Stage 7 More possibilities? Customer needs prediction based on their social behaviors?
  41. Summary: Social Media Marketing is not only a communication way also a marketing system. Conversation E-commerce Social Media Marketing
  42. How to deploy the social media marketing?
  43. 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 ……
  44. The Measurement of Social Media Marketing
  45. 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? ……
  46. Social Media Marketing Mix: 4P -> 4A
  47. The possible metrics
  48. 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
  49. Tranditional CRM  Social CRM
  50. 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
  51. THANKS wyl2000@gmail.com http://www.v2000.info
  52. Supplements:Some cases of industrial players
  53. Coca Cola
  54. Twitter & Tweetmeme
  55. Dell IdeaStorm
  56. BestBuy TwelpForce
  57. Best Buy GiftTag
  58. Zappos.com
  59. Levi’s Friends Store
  60. http://www.flowtown.com/blog/which-companies-are-most-social
  61. Best Buy Social Media Policy
  62. THANKS AGAIN wyl2000@gmail.com http://www.v2000.info

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