Social Media Marketing (SMM) Session 2 Part 1 PDF

SOCIAL MEDIA MARKETING CIM Level 4 Award in Social Media Marketing (2) RASHID SHAWEESH 1. SOCIAL MEDIA MARKETING CAPABILITIES: The skills, resources, and technological infrastructure an organization possesses to effectively plan, execute, and manage soci...

SOCIAL MEDIA MARKETING CIM Level 4 Award in Social Media Marketing (2) RASHID SHAWEESH 1. SOCIAL MEDIA MARKETING CAPABILITIES: The skills, resources, and technological infrastructure an organization possesses to effectively plan, execute, and manage social media marketing strategies. These capabilities include content creation, audience targeting, analytics, engagement tactics, and adaptability to trends and platform changes. 2. CONSUMER-BASED BRAND EQUITY (CBBE) The value a brand gains from consumer perceptions, preferences, and loyalty. It is determined by how customers view a brand based on factors like awareness, perceived quality, brand associations, and emotional connection, which influence their buying decisions and willingness to pay a premium for the brand. 3. RESOURCE-BASED/CAPABILITIES THEORY Explains brand variability through differences in strategic resources. Highlights SMM as a key digital marketing capability influencing firm performance. Resource-Based Capability Theory in SOCIAL MEDIA MARKETING (SMM) In the context of social media marketing, Resource-Based Capability Theory (RBCT) explains how a brand9s unique resources and capabilities related to social media activities contribute to competitive advantage and superior performance.  KEY ELEMENTS OF (RBCT) INCLUDE 1. KEY ELEMENTS OF (RBCT) INCLUDE MAIN CLASSIFICATION OF SOCIAL MEDIA MARKETING 1. Earned Media Earned media refers to content and exposure generated organically by external audiences, often as a result of brand efforts or customer satisfaction. Types of Earned Media in Social Media Marketing: User-Generated Content (UGC): Content created by customers, such as reviews, testimonials, or posts using branded hashtags. Viral Content: Shares, mentions, and reposts of brand content. Word-of-Mouth Promotion: Recommendations and discussions about the brand by followers or influencers without paid collaboration. Influencer Advocacy: Organic mentions from influencers who genuinely support the brand. Customer Engagement: Comments, likes, and shares initiated by users without incentives. Examples: A customer tagging the brand in a post showcasing their product experience. A trending hashtag campaign inspired by customer participation. MAIN CLASSIFICATION OF SOCIAL MEDIA MARKETING 2. Owned Media Owned media refers to content created and controlled directly by the brand on its channels. Types of owned Media in Social Media Marketing: Social Media Profiles and Pages: Content shared on official platforms like Facebook, Instagram, LinkedIn, etc. Stories, Posts, and Reels: Videos, images, and text posts crafted by the brand. Community Management: Discussions and activities within branded groups or communities. Live Streams: Direct engagement with the audience via live video on owned channels. Examples: Posting product announcements or promotional offers on the company9s Instagram account. Hosting live Q&A sessions or webinars.  MAIN CLASSIFICATION OF SOCIAL MEDIA MARKETING Paid Media While not the focus, paid media (e.g., ads and sponsored content) complements earned and owned media to enhance reach. Integration Earned Media amplifies the visibility and credibility of Owned Media, creating a cycle of organic growth and engagement. Effective strategies often combine these categories for maximum impact. DIMENSIONS OF SOCIAL MEDIA MARKETING (SMM) Entertainment: Providing enjoyable and engaging content. Interaction: Facilitating two-way communication with audiences. Trendiness: Sharing timely and trendy content. Customization: Offering personalized experiences. Word of Mouth: Encouraging user-driven content sharing and recommendations.  SMM CAPABILITIES DIMENSIONS These capabilities are essential for successfully executing SMM strategies and driving brand engagement.  SMM CAPABILITIES AND CONSUMER-BASED BRAND EQUITY Social Media Marketing (SMM) Effectiveness: SMM has been widely recognized for its effectiveness in achieving marketing goals, gaining importance among CEOs and consultants. It plays a key role in building consumer-based brand equity. Impact of SMM on Brand Equity: SMM activities positively influence brand equity, including value equity, relationship equity, and brand awareness. Research has shown that SMM boosts brand image, preferences, and brand loyalty. In industries like e-commerce and luxury brands, SMM contributes to purchase intention and overall brand equity. Brand Equity and Its Evolution: Brand equity refers to the added value a brand provides to a product, influencing consumer preferences even with identical product features. Brand equity is shaped by brand awareness (the ability to recognize or recall a brand) and brand image (consumer perceptions and associations stored in memory). Relationship Between SMM and Consumer-Based Brand Equity: SMM capabilities are hypothesized to have a positive impact on consumer-based brand equity by enhancing brand knowledge, awareness, and image. Cognitive Perspective on Brand Equity: Brand equity is driven by brand knowledge, which consists of brand awareness and brand image. Stronger brand knowledge leads to more favorable consumer responses to marketing efforts.  TYPES OF SOCIAL MEDIA PLATFORMS Social media platforms cater to different types of content and audience interactions. Here are detailed insights into: image-based video-based decentralized.  1. IMAGE-BASED SOCIAL MEDIA These platforms are primarily focused on sharing images and visual content, which allows users to express creativity, share experiences, and build personal or brand identities through photography or design. Characteristics: Focused on visual storytelling. Often used for branding, showcasing products, or visual content marketing. Tools for photo editing, filters, and creative customization are commonly available.  1. IMAGE-BASED SOCIAL MEDIA Examples of Image-Based Platforms: 1. Instagram: Popular for photos, Stories, and image reels. Used by individuals, influencers, and businesses to market products and engage audiences. 2. Pinterest: A visual discovery platform often used for lifestyle ideas, DIYs, and inspiration. Highly effective for niche industries like home decor, fashion, and cooking. 3. Flickr: Focused on professional and hobbyist photographers sharing high-quality images. 4. 500px: A professional photography community and marketplace. Use Cases: E-commerce: Showcasing product photos to attract potential buyers. Lifestyle Branding: Building a visually appealing brand presence. Portfolio Building: For photographers, designers, and visual artists.  2. VIDEO-BASED SOCIAL MEDIA Video-based platforms allow users to create, share, and consume video content, ranging from short clips to long- format series. They offer interactive and engaging formats that are highly effective for storytelling and audience retention. Characteristics: Supports a wide range of video formats (short-form, live streams, tutorials, etc.). Interactive features like comments, likes, and video sharing. Advanced algorithms to promote content based on user preferences.  2. VIDEO-BASED SOCIAL MEDIA Examples of Video-Based Platforms: 1. YouTube: The largest video-sharing platform with diverse content, including tutorials, vlogs, educational videos, and entertainment. Monetization options for creators through ads and memberships. 2. TikTok: Known for short, engaging videos with creative effects, often based on trends or challenges. Popular for younger audiences and viral marketing campaigns. 3. Vimeo: Focused on high-quality video sharing for professionals and businesses. 4. Twitch: A live-streaming platform, primarily for gaming and e-sports. 5. Instagram Reels/Facebook Watch: Short-form video features integrated within broader social media platforms. Use Cases: Education and Tutorials: Offering how-to guides and skill-building content. Entertainment: Music videos, movies, and live-streamed events. Marketing: Product demonstrations, behind-the-scenes footage, and influencer collaborations.  3. DECENTRALIZED SOCIAL MEDIA Decentralized social media platforms are built on blockchain technology or peer-to-peer networks, offering users more control over their data and content. They operate without a central authority, ensuring transparency and privacy. Characteristics: Users own and control their data. Operates on blockchain or distributed technologies. Open-source and community-driven governance. Monetization often involves cryptocurrency or token rewards.  3. DECENTRALIZED SOCIAL MEDIA Examples of Decentralized Platforms: 1. Mastodon: A federated social network where users can join servers of their choice while interacting across the ecosystem. 2. Steemit: A blockchain-based blogging and social media platform where users earn cryptocurrency (STEEM) for their contributions. 3. LBRY/Odysee: A decentralized video-sharing platform allowing content creators to monetize directly without intermediaries. 4. Minds: A platform that rewards users with tokens for engagement and contributions. 5. Diaspora: A decentralized social network with emphasis on privacy and user autonomy. Use Cases: Data Privacy Enthusiasts: For users who prefer platforms that respect privacy and autonomy. Monetization Opportunities: Content creators can directly earn through cryptocurrencies. Transparency: Appeals to users looking for open and unbiased networks. COMPARISON OF THESE TYPES: Aspect Image-Based Video-Based Decentralized Focus Photography and visuals Video content and streaming Privacy and data ownership Popular Platforms Instagram, Pinterest YouTube, TikTok Mastodon, Steemit Interactive and long-watched Engagement Likes, comments, shares Token-based rewards content Monetization Sponsored posts, ads Ads, memberships, sponsorships Cryptocurrency or tokens Audience Broad demographic Entertainment seekers, learners Privacy-conscious, tech-savvy