Social Media Marketing PDF

SOCIAL MEDIA MARKETING CIM Level 4 Award in Social Media Marketing (3) RASHID SHAWEESH THE ROLE OF SOCIAL MEDIA IN THE CUSTOMER JOURNEY Social media has transformed the customer journey, playing a pivotal role at every stage from awareness to advocacy. Here's a breakdown...

SOCIAL MEDIA MARKETING CIM Level 4 Award in Social Media Marketing (3) RASHID SHAWEESH THE ROLE OF SOCIAL MEDIA IN THE CUSTOMER JOURNEY Social media has transformed the customer journey, playing a pivotal role at every stage from awareness to advocacy. Here's a breakdown of its impact: 1. Awareness Stage 2. Consideration Stage 3. Purchase Stage 4. Post-Purchase Stage 5. Advocacy Stage 1. AWARENESS STAGE Role: Discovery and Exposure How Social Media Affects: Platforms like Instagram, TikTok, and LinkedIn allow brands to target specific demographics using algorithms and paid ads. Influencers and viral content expose users to new products or services organically. User-generated content (UGC) fosters brand recognition through authentic peer endorsements. Example: A consumer discovers a new fashion brand through a promoted Instagram post. 2. CONSIDERATION STAGE Role: Research and Evaluation How Social Media Affects: Consumers seek reviews, testimonials, and ratings on platforms like Facebook, YouTube, and Reddit. Interactive features (polls, Q&A) provide real- time feedback and help brands address concerns. Peer recommendations or seeing friends' activity (e.g., likes, shares) builds trust. Example: A customer watches YouTube reviews to evaluate a new gadget's features. 3. PURCHASE STAGE Role: Decision and Conversion How Social Media Affects: Social commerce features (e.g., Instagram Shops, Facebook Marketplace) enable seamless transactions directly on platforms. Limited-time offers, retargeting ads, and shoppable posts drive urgency and conversions. Platforms provide chatbots and support for immediate queries. Example: A consumer clicks on a "Buy Now" button in an Instagram ad for a skincare product. 4. POST-PURCHASE STAGE Role: Feedback and Engagement How Social Media Affects: Customers share experiences via reviews, posts, or stories, influencing others in the awareness stage. Brands engage through gratitude messages, sharing customer posts, or addressing complaints publicly. Loyalty programs are often integrated with social media (e.g., exclusive discounts for followers). Example: A happy customer posts a TikTok unboxing video, garnering attention for the brand. 5. ADVOCACY STAGE Role: Building Long-Term Relationships How Social Media Affects: Encourages brand advocacy through ambassador programs or rewards for referrals. Creates a community where loyal customers can connect (e.g., Facebook Groups). Continuous engagement through personalized interactions keeps the customer engaged. Example: A loyal customer tags the brand in their posts and receives a shout-out, reinforcing their attachment to the brand. INTEGRATION ACROSS THE JOURNEY Personalization: Algorithms tailor content to customer preferences at every stage. Analytics: Real-time data allows brands to refine messaging and target consumers effectively. Engagement: Two-way communication via comments, direct messages, and live videos enhances connection.  Positive and Negative Impacts of Social Media on CONSUMER BEHAVIOR Social media has a profound influence on consumer behavior, with both positive and negative effects. These impacts can shape perceptions, decision-making, and loyalty. POSITIVE IMPACTS OF SOCIAL MEDIA ON CONSUMER BEHAVIOR 1. Increased Awareness 3. Access to Peer Reviews and Effect: Social media enables brands to reach a broader audience Recommendations through targeted advertising and viral content. Effect: Example: A consumer discovers a niche product through a TikTok Platforms offer user-generated video. content (UGC) such as reviews, Benefit: Boosts exposure and introduces consumers to diverse testimonials, and influencer options. endorsements. 2. Enhanced Engagement and Interaction Example: Effect: Consumers can directly communicate with brands, ask A positive YouTube review influences questions, and share feedback. a buyer's decision. Benefit: Example: A quick response to a Twitter inquiry builds trust and Builds trust and confidence in improves customer satisfaction. purchasing decisions. Benefit: Encourages real-time engagement and fosters loyalty. POSITIVE IMPACTS OF SOCIAL MEDIA ON CONSUMER BEHAVIOR 4. Convenience and Personalization 5. Social Proof and Community Building Effect: Effect: Algorithms deliver tailored content Seeing friends or influencers endorsing a and recommendations based on user product creates a sense of trust. preferences. Example: Example: A consumer buys a product because a Instagram suggests products based friend shared their positive experience. on a user's search history. Benefit: Benefit: Streamlines the shopping experience Leverages social validation to drive and increases satisfaction. purchase behavior.  NEGATIVE IMPACTS OF SOCIAL MEDIA ON CONSUMER BEHAVIOR 1. Overload of Information 3. Increased Impulse Buying Effect: Consumers are bombarded with ads, posts, and Effect: Flash sales, shoppable opinions, leading to confusion or indecision. Example: A consumer feels overwhelmed by too many posts, and FOMO tactics push similar product options on Facebook. consumers to make unplanned Drawback: Reduces decision-making efficiency and can purchases. lead to choice fatigue. Example: A consumer buys an 2. Misinformation and Deceptive Practices expensive gadget after seeing a Effect: False reviews, misleading ads, and unverified claims time-limited Instagram ad. can distort consumer perception. Drawback: May result in financial Example: An influencer promotes a low-quality product strain and regret. without disclosing sponsorship. Drawback: Erodes trust and leads to buyer remorse. NEGATIVE IMPACTS OF SOCIAL MEDIA ON CONSUMER BEHAVIOR 4. Privacy Concerns 5. Negative Social Comparison Effect: Effect: Excessive data tracking for Consumers compare themselves to personalized ads can feel others, leading to dissatisfaction with invasive. their own choices or lifestyle. Example: Example: A consumer notices targeted ads Seeing influencers with luxury items shortly after discussing a product. creates feelings of inadequacy. Drawback: Drawback: Diminishes trust in brands and Reduces self-esteem and can lead platforms. to unhealthy purchasing behavior. Social media's growing role in shaping consumer behavior raises significant ethical concerns. Addressing these issues is critical for brands to maintain trust and foster positive relationships with their audiences. 1. Fake News (Authenticity and Transparency) 2. Trolling (Online Bullying) 3. Discrimination (Diversity and Inclusion) 4. Community Engagement 1. FAKE NEWS (AUTHENTICITY AND TRANSPARENCY) 2. TROLLING (ONLINE BULLYING) 3. DISCRIMINATION (DIVERSITY AND INCLUSION) 4. COMMUNITY ENGAGEMENT REAL-LIFE CASE STUDIES SUPPORTING ETHICAL CONSIDERATIONS IN SOCIAL MEDIA Here are real-world examples that illustrate the ethical challenges and best practices in addressing them: Case: P&G faced scrutiny over undisclosed influencer partnerships, where influencers promoted products without making it clear that the content was sponsored. This sparked consumer distrust and regulatory attention. Action Taken: P&G revamped its advertising strategy to prioritize transparency, requiring all sponsored content to include clear disclaimers (e.g., #Ad, #Sponsored). Partnered with platforms and regulatory bodies to establish clear guidelines for influencer marketing. Outcome: The company restored consumer trust by setting a precedent for ethical advertising. It also advocated for stricter transparency standards across the industry. Case: In 2015, Starbucks launched the Race Together campaign to encourage conversations about race relations. However, the initiative faced significant trolling and backlash on social media, with critics accusing the company of performative activism. Action Taken: Starbucks acknowledged the feedback and suspended certain campaign elements while maintaining its broader commitment to diversity. The company focused on internal training and workshops for employees, rather than public-facing campaigns. Outcome: The company restored consumer trust by setting a precedent for ethical advertising. It also advocated for stricter transparency standards across the industry. Case: In 2018, H&M faced backlash after featuring a Black child wearing a hoodie labeled "Coolest Monkey in the Jungle" in a marketing campaign. Social media erupted, accusing the brand of racial insensitivity. Action Taken: H&M issued an official apology, removed the image, and pulled the product from stores globally. The company hired a global diversity leader to ensure inclusive and culturally sensitive marketing practices. Outcome: While the incident caused short-term reputational damage, H&M9s swift response and commitment to diversity helped the brand recover and improve its processes. Case: In 2018, Nike launched an ad campaign featuring Colin Kaepernick, an NFL player who gained attention for kneeling during the national anthem to protest police brutality. The campaign divided public opinion, with some praising Nike9s stand for social justice and others boycotting the brand. Action Taken: Nike doubled down on its stance, emphasizing its commitment to supporting social justice causes. The company invested in long-term partnerships with organizations advocating for racial equity. Outcome: Despite initial backlash, Nike saw a 31% increase in online sales after the campaign launch, strengthening loyalty among socially conscious consumers. 1. USER DATA PROTECTION 2. PRIVACY 3. SAFEGUARDING (AGE RESTRICTIONS) 4. COPYRIGHT