Social Media vs Mobile Technology

Differentiating Social Media and Mobile Technology for Communication Campaigns

• A marketing campaign uses a long-term approach to promote a product or service through multiple mediums.
• The key points of a marketing campaign are a long-term approach, product promotion, and increased sales.
• A communication program includes a channel, target audience and a message.
• The goals of a marketing campaign are to increase sales and establish/strengthen a brand.
• A social media campaign is a coordinated marketing effort that uses social media platforms to reinforce or assist with a business goal.
• A mobile campaign involves businesses and organizations contacting audiences through SMS, mobile ads, and mobile apps.
• Similarities between social media and mobile technology campaigns are that they are both marketing promotions devices, time-bound, usually have one or a combination of objectives, promote a product, brand, or advocacy, considers the target audiences and are measurable.
• Social media campaigns are social media driven, leverages the power of content, and seeks conversations.
• Mobile technology campaigns are mobile device driven, leverages mobile capabilities (Wi-Fi connectivity, geolocation, SMS), and use apps.
• Both kinds of campaigns matter because of audience reach and measurability.
• Key strategy questions include:
  • Who are your audiences?
  • What are their behaviors?
  • How will you reach them?
  • What social media platform are you going to use?
  • How about mobile capabilities?
  • Will it work?
• A strategy will help you map how you want to approach your campaign.
• Lack of strategy can lead to:
  • The inability to recognize what you're trying to achieve
  • What you want to communicate
  • Who you want to communicate the vision to
  • How long you will communicate
  • How you ultimately measure success.
• The Shiny Object Syndrome is trends/trending.
• Content is information presented with a purpose distributed to people in a particular form through a channel.

Using Social Media

• Social media is used because it is informative, entertaining and people are connected.
• Different types of content on social media:
  • text
  • visual images
  • videos
  • quizzes, surveys, & polls to build brand awareness and receive valuable insights from the audience
  • influencer content
  • user-generated content
• To develop strategic social media content:
  • Figure out what works well for the target audience, including which channels they are most engaged with and what types of content have performed best.
  • Work with your goals by determining what you hope to get out of your social media efforts, such as audience growth or increased traffic to your blog or website.
  • Target your audiences.
  • Research about your competitors.
  • Consider your sources.

Social Media Tone and Voice

• Voice is the distinct and steady personality or style of a brand.
  • When deciding the voice, pretend the business was a person.
• Tone is a subset of voice that refers to the moods and attitudes of specific content pieces, which can change depending on the channel, the situation, and the audience.
  • When deciding on tone, identify the content, who you are writing to, how they feel, and what they want to understand.
• Tone and voice turns your business into a brand.

Communication Campaign Plan

• Strategizing content is necessary because it is the backbone of the plan.
• Communication transmits ideas and information.
• A communication campaign uses planned activities and communication channels to promote a product, service, idea, or event to a target audience.
• Types of communication campaigns:
  • Brand campaigns increase brand awareness, improve customers' perception, increase customer loyalty, and generate a sense of identification in consumers.
  • Product-focused ad campaigns presents a specific product or service, highlighting its features, benefits, and competitive advantages to attract consumers and persuade them to make a purchase.
  • Internal communication campaigns improves communication within the organization and foster a strong corporate culture.
  • Crisis management campaigns responds to crises that may threaten a company's reputation or viability.
  • Advocacy campaigns are a set of activities designed to garner support for a cause or idea.
• A communication plan:
  • A strategic blueprint for delivering consistent, coordinated, and targeted messaging to achieve specified goals.
  • Key questions include the purpose of the message, the target audience, the message itself, the communication channels, and how to distribute the message.
• Steps in developing a communication plan:
  • Establish realistic goals that are specific and measurable, keeping to a minimal number of goals.
  • Identify your audience by:
    • Research into their interests, needs, behaviors, and knowledge.
    • Determining the primary vs the secondary audiences.
    • Figuring out who cares about your topic and who is discussing it.
  • Focus goals to a primary audience - that is directly targeted.
  • Or, a secondary audience that is connected to the primary audience.
  • Identify key messages that are limited in number and concise, making each message compelling and containing at least three fundamental statements.
  • Determine communication strategies by finding out what platforms, products they use or prefer and your available resources.
  • Digital media is ideal for reaching a global audience that require interactivity.
  • TV & Radio reach a mass audience and are useful for campaigns that require a strong visual or auditory component.
  • Print media is effective in reaching a local audience or an audience that prefers this type of media.
  • Outdoor advertising is effective in increasing visibility in a specific geographic area.
• According to resources, communications channels that you company directly controls is considered "owned media".
• Paid media is any type of advertising you pay for and it helps increase your online reach and visibility.
• Earned media is free publicity and word-of-mouth advertising.
• Other key steps:
  • Develop materials such as press kits, press releases, Op-Ed articles, byline articles, letters to the editors, newsletters, PSAs (Public Service Announcements) and B-Rolls.
  • Create a timeline to manage your communication efforts.
  • Evaluate and measure the results.

SWOT Analysis

• SWOT analysis is a technique for assessing the performance, competition, risk, and potential of a business.
• It involves identifying internal and external factors that affect a business.
• S & O are helpful to achieving objectives.
• W & T are harmful to achieving the objectives.
• S & W are internal origin attributes of the organization.
• O & T are external origin attributes of the organization.
• Strengths are what an organization excels at and what separates it from the competition.
• Weaknesses are areas where the business needs to improve to remain competitive.
• Opportunities refer to favorable external factors that could give an organization a competitive advantage.
• Threats can potentially harm an organization.
• Key questions for SWOT:
  • Strengths: uniqueness, resources, strongest communication channels, a strong message and engagement of the target audience.
  • Weaknesses: limitations in budget/time/manpower, gaps in message, lack of expertise, any strategy weaknesses and the ability to reach the intended audience.
  • Opportunities: trends/social movements, emerging technologies, collaborations, growing demand and events/initiatives to leverage visibility.
  • Threats: competing campaigns, negative public perception, any legal or regulatory restrictions and any external factors (economic, political, social) being posed.
• The 4 common mistakes in preparing SWOT analysis:
  • Failing to be objective and honest.
  • Conducting the analysis alone.
  • Neglecting to prioritize or weigh factors.
  • Treating as analysis is a onetime exercise.
• Conducting a SWOT Analysis guides you to build on what you do well, address what you 're lacking, seize new openings, and minimize risks.

Audience Segmentation

• Audience segmentation splits your audience into smaller, defined, groups.
• Key persons to conduct an audience segmentation are the communication staff, health/social service staff, or research staff.
• How to conduct an audience segmentation:
  • Review Audience Information, including benefits, demographics, size, knowledge, behaviors, psychographics, and others.
  • Decide whether to Segment, recommended if:
    • The audience cannot be reached effectively with the same messages, interventions, and channels.
    • Certain segments are more heavily impacted by the problem.
    • Certain segments have significantly different worldviews, needs, or concerns.
    • Certain segments are more difficult to reach based on budget.
  • Determine Segmentation Criteria using:
    • Demographic Segmentation:
      • Sex
      • Age
      • Education
      • Occupation
      • Income -Marital status
      • Family size
      • Ethnicity/language
      • Religion
    • Behavioral Segmentation:
      • Segments audiences based on their interaction with your website or app.
      • Page visits
      • Referral source
      • Clicks
      • Downloads
      • Video plays
      • Goal completion
  • Psychographic Segmentation:
    • Segments audiences based on your interpretation of their personality or preferences.
    • Social media patterns
    • Hobbies
    • Follows
    • Interests
    • Technographic Segmentation
  • Technographic Segmentation:
    • When you single out specific parts of your audience based on which hardware or software they use.
    • Type of device used
    • Device model or brand
    • Browser used
    • Social media platform/s used
  • Transactional Segmentation:
    • When you use your customers' purchase history to better target your marketing message to their needs.
    • Average order value
    • Product categories purchased within X weeks/months
    • X days since the last purchase of a consumable product Select key criteria for:
  • potential audiences -Primary -Secondary
• Deciding which segments to target, considering:
  • Impact
  • Accessibility
  • Campaign priorities
• Assessing the Proposed Segments
• Developing Audience Profiles
• Audience segmentation enables a program/campaign to focus on audiences who are most critical to reach and also to design the most effective and efficient strategy for helping them benefit from the program/campaign.