MKT3SRM Social Media and Relationship Marketing PDF

latrobe.edu.au MKT3SRM Social Media and Relationship Marketing Dr. Astrid Nørfelt Workshop 1 – Introduction and the Role of Social Media Marketing...

latrobe.edu.au MKT3SRM Social Media and Relationship Marketing Dr. Astrid Nørfelt Workshop 1 – Introduction and the Role of Social Media Marketing La Trobe University CRICOS Provider Code Number 00115M  latrobe.edu.au Subject Layout Sessions 1–5 : Astrid Nørfelt Sessions 6–12: Jessica Ang Subject coordinator: Clare D’Souza Slide 2 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Your Lecturer  Astrid Nørfelt, PhD, MA, BA  Lecturer at La Trobe University – Email: [email protected]  Experience teaching various subjects, e.g.: Marketing Management (Copenhagen Business School), Business Research Design (RMIT), Tourism, hospitality and event futures (La Trobe) Slide 3 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Your Lecturer Positive WOM on social media about supporting companies Place Solidarity Negative WOM on social media about companies siding with other country Slide 4 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au A Conundrum: Let’s start with a Conventional Marketer’s Approach Case!! Something odd is taking place. Your advertising is no longer effective, at least not in the way it once was. You used to buy some TV time or put an Ad in a newspaper, but nowadays everyone has access to the internet and can access limitless information and get their news online!!! Even the conversations in industrial broadcast media about your products happened in small groups, and their words disappeared as soon as they were spoken. More challenges for marketers: 1. Deterritorialization 2. Media fragmentation 3. Tech savvy consumers 4. Brand proliferation 5. Fake news and brand image etc. Slide 5 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au A Conundrum: Let’s start with a We are not going to act like a Conventional Case!! Marketer!! Because the market is not conventional anymore!! Slide 6 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au MKT3SRM Social Media and Relationship Marketing The Unit Should Help You Understand and analyse the social media marketing landscape. Evaluate social media’s impact on traditional marketing strategy. Initiate and monitor a social media platform (e.g. a blog, a Twitter account, a Facebook Page, a LinkedIn account, etc.) and track their social media influence. Understand and evaluate the social media strategy of a firm in a competitive marketplace. Slide 7 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Slide 8 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au If you are to introduce Singapore to someone who is unfamiliar with the country, what would you say? Condense your answer into a one sentence slogan which could be used on social media Slide 9 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Previous taglines/slogans: Early years: “Instant Asia” 1977: “Surprising Singapore” 1995: “New Asia – Singapore” 2004: “Uniquely Singapore” 2010: “YourSingapore” 2017: “Passion Made Possible” Slide 10 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au LMS & SLG Slide 11 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Assessments Slide 12 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Assessment 1– Group Assessment Working in groups of no more than 4 students you will be required to undertake a social media audit of a Hospitality or Tourism organization in Singapore A social media audit is the process of reviewing what’s working, what’s failing and what can be improved upon across the organisation’s social media channels. Your group will need to decide on a real-world organisation to complete this assignment. The organisation selected is one that is agreeable to all members of the group. Once an organisation has been selected, you are required to consult the workshop facilitator for approval. Slide 13 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Assessment 1– Group Assessment Video Presentation Breakdown – A background into the organisation (~2 minutes) – A social media audit (~4-6 minutes) Background: You are required to develop a digital story telling narrative (i.e. a short video) as part of the background component into the group presentation for Assessment Task 1. The digital story telling section should not exceed 2 minutes in length and informs the audience of the organisation. Social media audit: Once you’ve provided the background, the second component is used to conduct a social media audit (incl. SWOT) of the organisation’s various social media channels and provide recommendations for improvement. It is encouraged when you present to use common digital assets (e.g. digital pictures, diagrams, charts, etc.) rather than just using PPT slides and bullet points Submit Video Presentation through LMS Slide 14 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Assessment 1– Group Assessment Read the marking rubrics carefully. For example, to get an A on a criterion (80-100%): Background (20%): Provides a clear, comprehensive, and critical discussion on the background of the organisation within the social media context. Social media Audit (40%): Provides a comprehensive social media audit and SWOT analysis, including: Comprehensive identification and critical discussion of the organisation’s social media platforms A comprehensive SWOT analysis is provided based on the audit, accurately reflecting internal and external factors impacting the organisation within the social media context Supporting evidence is provided in the presentation Format, structure, and technology used (30%): An excellent use of digital tools to produce a video presentation in a digital storytelling format […] The work is nicely presented including sound effects, visual images, and necessary animation. Teamwork (10%): Evidence of teamwork is well reflected (rehearsals, planning, allocation) Please find the full description on LMS Slide 15 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Assessment 1– Group Assessment Sign up for a group for Assessment 1 via LMS Find resources for Assessment 1 via LMS Slide 16 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Assessment 2– Individual Assessment Social Media Marketing Plan (Part B) Building on the material you learned by conducting a social media audit for Assessment Task 1, you are now required to develop an appropriate social media marketing (SMM) plan for the same local organisation of your choice. Individual report Submission through Turnitin PDF/Word document 2000 words (+ max 10%) Weight: 30% Slide 17 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Assessment 2– Individual Assessment Your plan should include the following : Situational Analysis (inclusive of the SWOT analysis in relation to the Social Media environment of your specific company) The objective(s) guiding the new social media marketing plan A proposed social media campaign The target audience for the campaign Justification and use of appropriate mix of social media platforms (i.e. the optimum social media mix given the social media objectives of the program, e.g. Facebook, Instagram, Tiktok, Twitter, LinkedIn, etc.) Original content development required for the campaign Integration of the social media campaign with existing marketing initiatives (i.e. the social media initiative being part of the company’s larger Integrated Marketing Communication strategy) Measurement Metrics – appropriate to the relevant choice of social media platforms Activation plan See “Resources for assessment 2” for full assessment structure Slide 18 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  Assessment 3 Final Exam Slide 19 | Version 2  What is Social Media? Slide 20 | Version 2  latrobe.edu.au What is Social Media(SM)? The 'social' part: refers to interacting with other people by sharing information with them and receiving information from them. The 'media' part: refers to an instrument of communication, like the internet (while TV, radio, and newspapers are examples of more traditional forms of media). From these two terms, we can create a simple definition: Social media are web-based communication tools that enable people to interact with each other by sharing and consuming information. Slide 21 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Social Media Timeline Slide 22 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Activity – Mentimeter Which of the Social Media platforms do you use the most? Has social media ever influenced you to make a purchase? Slide 23 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Slide 24 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Activity Discuss in groups: What does social media mean to you? What do you use social media for? What do you use different social media platforms for (e.g., LinkedIn versus Instagram)? What implications might your answers to the previous questions have for marketing? For example, are some products better advertised on some social media platforms than on others? Write your answers in Padlet Slide 25 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au It’s a need not a want Slide 26 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au What is Social Media Marketing(SMM)? Social Media Marketing (SMM) refers to the process of gaining website traffic or attention through social media sites. Creating buzz or newsworthy events, videos, tweets, or blog entries that attract attention and have the potential to become viral in nature. Building ways that enable fans of a brand or company to promote a message themselves in multiple online social media venues. It is based around online conversations. SMM is not controlled by the organization. Instead it encourages user participation and dialog. Part of a larger media ecosystem of owned, paid and earned media used in marketing. Slide 27 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Creating Buzz: ‘United Breaks Guitars’ A classic example of the power of social media (Barker et al., 2017, p. 2): “Musician Dave Carroll’s guitar was damaged on a United Airlines flight […] He spent the next 9 months trying to recover the $1,200 it cost to have the guitar repaired. As he tells the story, phoning and emailing only got him the run around. So he, with the help of musician friends, created a video at the cost of $150. On July 6, 2009, he posted it on YouTube. Within 24 hours the video had over 150,000 views; 24 days later it had over a million views and major news organizations as well as social media users had picked it up. United contacted him agreeing to pay the repair costs and offered $1,200 in flight vouchers, which he declined. Two years later he estimated that his message had reached as many as 100 million people, courtesy of all the media mentions. All this created a storm of negative publicity for United.” Slide 28 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Creating Buzz: ‘United Breaks Guitars’ Slide 29 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Creating Buzz: ‘Share a Coke’ Another classic example of the power of social media (Barker et al., 2017, p. 8): “Coke’s Share, a Coke campaign, was started in Australia and had expanded to over 50 countries by the time it went viral in the United States in the summer of 2014. Names replaced the Coke logo on soda cans and consumers were invited to visit Shareacoke.com, personalize virtual Coke bottles, and share them with their friends on social media. The campaign reported over 125,000 posts on various social media platforms with 96% of the consumer sentiment either positive or neutral.” Slide 30 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Burger King’s Facebook application was so successful that it had to be shut down. Slide 32 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Slide 33 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au 74% of consumers have a more positive brand impression after interacting with a company through social media Purchase likelihood increases 51% after a customer clicks the “like” button Some cool facts When they receive good customer service, social media users tell 3x as many people about it as do nonusers of social media 83% of people who complained about a given company on Twitter “liked or loved” a response by the company 90% of consumers trust product reviews from people they know; 70% trust reviews from people they don’t know 40% of social media users “like” businesses in order to receive special discounts and promotions Facebook fans of a brand spend twice as much as those who are not Facebook fans Importance Of Social Media Marketing For Your Business | Traitsoft Blog. Traitsoft. (2021). Retrieved 18 June 2021, from https://www.traitsoft.com/social-media-marketing-for- business/ Slide 34 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au The Seven Myths of SMM SMM is quite different from traditional marketing in the offline media. As a result a number of myths have grown up around SMM: 1. Media is Just a Fad 2. Media is Just for the Young 3. There is no Return on SMM 4. SMM Isn’t Right for This Business 5. SMM is New 6. Social Media is Too Time-Consuming 7. Social Media is Free Slide 35 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Activity – Padlet Name one business that has succeeded solely because of SM Explain how they used SM to succeed Write your answers in Padlet Slide 36 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au How SMM is different? Control vs. Contributions Traditional marketing seeks to control the content seen by the audience. SMM places less emphasis on control of content and instead more on the contributions that consumers make in their interaction with the firm or brand. Trust Building Firms cannot fully control the content that users will create, so to build their image, companies must develop trusting relationships with their audience. All communication must be authentic, in tone and in context. On social media, trust is slow to earn but very easy to lose. SMM is a unique combination of marketing creativity and technology. It does not exist in a vacuum; it is part of digital marketing, which, in turn, is part of the overall marketing effort. Example: AnyWare Slide 37 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Owned, Earned and Paid Media Slide 38 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Stay on top of social media trends Conduct a thorough SM Audit Best Practices – Identify your target audience and understand its media behavior before you begin. Strategize and build a robust SMM plan. Be agile and prepared to think and act quickly Be honest and transparent in all your social media efforts. Welcome participation and feedback from your audience. Be comfortable with analytics Learn to write for SM Establish and maintain your social media presence Remember that what you know today may not be valid tomorrow. SM changes with the speed of technology. Slide 39 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au Workshop 2 Social Media Marketing: Goals and Strategies 1. What is a SMM Plan? 2. You are the marketing manager of an energy drink company in Singapore. Make a profile of the customers you want to target (use as many variables as possible: location, age, etc.). 3. Why is "listening" an important stage of the SMM Plan? 4. In the listening stage, why is it important to pay attention to consumers’ jargon? 5. Why are opinion leaders important stakeholders to consider in a SMM Plan? Slide 40 | Version 2 INNOVATIVE | RESPONSIBLE | ENGAGED  Thank you latrobe.edu.au La Trobe University CRICOS Provider Code Number 00115M © Copyright La Trobe University 2018  MKT3SRM Social Media and Relationship Marketing Topic 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Outline PART 1 Recap topic 1 PART 2 Topic 2: Social Media Marketing: Goals and Strategies INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business PART 1 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Assessments INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Paid, owned and earned media INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Why SMM is different Several aspects distinguish SMM from so-called traditional marketing. Control vs. Contributions: SMM places less emphasis on control of content and instead more on the contributions that consumers make in their interaction with the firm or brand. Trust Building: Firms cannot fully control the content that users will create, so to build their image, companies must develop trusting relationships with their audience. SMM is a unique combination of marketing creativity and technology: It does not exist in a vacuum; it is part of digital marketing, which, in turn, is part of the overall marketing effort. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Best Practices for SMM 1. Begin with a strategy backed by a SMM plan. 2. Be honest and transparent in all your social media efforts. 3. Identify your target audience, and understand its media behavior before you begin. 4. Welcome participation and feedback from your audience. 5. Remember that what you know today may not be valid tomorrow. SMM changes with the speed of technology. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business PART 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Marketing (SMM) plan INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Marketing (SMM) plan A SMM plan details an organisation’s social media goals and the actions necessary to achieve them. SMM plan with carefully crafted objectives: what it wants to accomplish and then how best to do it. A major reason for the failure of SMM programs is lack of a good plan. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business SMM Planning Cycle The Social Media Planning Cycle is a helpful tool It is important to methodically carry out all of the steps when constructing a social media plan Creating a social media plan is a continuous process. Skilled social media marketers constantly monitor the progress of the plan’s action elements, modify them to improve results, and test alternative approaches. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Listening Listening to what people are saying about a company or brand enables the organisation to determine its current social media presence. This guides the setting of social media goals and strategies to achieve them. Another important reason to listen to the social web is for competitive intelligence. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Goals Setting goals (and objectives) involves conducting an analysis to determine an organisation’s strengths and weaknesses and the opportunities and threats in the competitive environment (SWOT). This also involves the Social Media Audit. Marketers can then choose the social media goals that satisfy unmet needs of consumers, capitalise on the strengths of the company and seize opportunities, while minimising organisational weaknesses and external threats. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Strategies Defining strategies must be done on a case-by-case basis, using all available pertinent information. Target audience Identifying the target audience (market) is done by pinpointing the location, behaviour, tastes, and needs of the target audience. Tools There are tools to schedule posts on various social networks, tools to track brand mentions or hashtag usage, tools to help prepare images for posting, tools to assist with search engine optimisation (SEO), tools to shorten links— and so on. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Selecting platforms and channels Social media platforms are generally understood to be the websites on which social media communications take place. Social networks like Facebook and Twitter and blog publishing sites like WordPress are only a few of the many examples. Channels are broader entities, composed of multiple platforms and other technologies. For example, mobile is generally considered to be a channel made up of various elements like mobile websites, apps, and telecommunications services. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Implementing Implementing is the process whereby the goals, strategies, target market, and platforms are taken into consideration in creating actionable social media platform-specific marketing tactics. Monitoring Monitoring is the process of tracking, measuring, and evaluating an organisation’s SMM initiatives. Tuning Tuning is the constant and continuous process of adjusting and improving the elements of the plan and its implementation to maximise the chances of success. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Activity You are the marketing manager of an energy drink company in Singapore: Make a profile of the customers you want to target (use as many variables as possible: location, age, values, personality traits, interests, income etc.). Choose a name for your energy drink that would appeal to your target market Choose which social media platforms you would use to communicate with your target. Explain: why have you selected these? Write your answers in a Google slide. Be ready to briefly present your answers to the class. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Listen and Observe: Five Stages 1. Listen to Conversations about a Brand or Company What are people saying about this brand? What good and bad comments have been made? How do people feel about the company? Listen to the conversations taking place on blogs, Twitter, discussion forums, website, LinkedIn, Facebook, and so on, to understand how the company is perceived. Keyhole, Addict-o-Matic, Brandwatch, Google Alerts and Hootsuite are some of the social media listening tools (free and paid) that marketers typically use to follow conversations about a brand/company and its competitors. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Listen and Observe: Five Stages 2. Listen to What People Say about the Competitors And what those competitors are saying about themselves. How do people perceive the pros and cons of the competitors in the social space? How do these comments influence business opportunities? It is also helpful to identify the most competitive areas of the social media landscape. What are the competitors doing on social media? Who are they targeting? What seems to work? INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Listen and Observe: Five Stages 3. Listening to What People Say about the Industry/ Category It is important to remember that social media content must connect with consumers on an issue they are passionate about (which typically is not a particular brand). 4. Listening for the Tone of the Community Essentially, this means observing how your consumers naturally interact with each other on social sites. What technical jargon, acronyms, or slang do they use? How do they interact with each other? What words are most often used to describe specific brands, competitors, or industries? How are brands participating, and who is getting the most attention? What are the unwritten rules of participation? How do they talk, and what are they interested in? INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Listen and Observe: Five Stages 5. Listening to Different Social Media platforms & Channels Be sure to access multiple social media channels to identify where target audiences hang out and what they do there. The participants on Facebook may be dramatically different from those on Twitter, LinkedIn, or blogs. Each social media channel has a distinctive audience (target market) with unique interests, behaviours, and characteristics. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Audit Template Who: who is talking? (the company, the customer, the competitor) Where: where is the content ‘published’ (e.g., Youtube, Facebook)? What: what type of content is being ‘published’ (e.g., article, photo, video)? Is the sentiment of posts positive, negative or neutral? When: How often is content ‘published’? Why: Why is the content being ‘published’? (e.g., promotion, complaining, praising) Opportunity: the observations can help us derive challenges and opportunities INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Audit Template INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Audit Template In the example, Flickr is identified as a problem because it is not driving traffic to the website and this company may consider shutting the account down. Based on positive consumer brand activity on Instagram and the competitor’s success, the company should consider opening an Instagram account. Their Twitter presence could be improved by delivering more visual content, and by becoming a channel where they actually respond to user complaints. The company may also consider increasing the frequency of their posts based on their consumer’s activity and the success of their competitor. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Audit Template INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media SWOT To a great extent, the Social Media SWOT is build based on the audit. An example: INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Activity – Padlet Visit the following brand social media platforms and develop a SWOT matrix: https://www.facebook.com/RedBull/ https://twitter.com/redbull?lang=en https://www.youtube.com/user/redbull https://www.snapchat.com/add/redbull https://www.instagram.com/redbull/ INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Setting Goals and Objectives Listening to a wide range of social media sites and observing the location, behaviour, tastes, and needs of the target audience is key to successful SMM. It helps marketers set optimal goals and determine the most suitable strategies to achieve them. According to a Forrester survey, the most popular business objectives for social media include: Brand awareness Building brand preference Acquisition of new customer leads or sales Loyalty programs to retain current customers Providing customer service INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Where do actual objectives come from? It helps to understand objectives as a cascade: Notice that none of the objectives have any information about how they are to be accomplished. They are goals only. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business SMART Objectives There is a standard for judging the quality of goals and objectives at any level. The SMART acronym, popular in many aspects of the quality management discipline. All objectives should be judged by the following criteria: S pecific M easurable A chieveable R ealistic T ime delimited INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Linking Goals with a Call to Action Some examples of calls to action based on different marketing strategies: INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Self-Promotion vs. Building an Army of Advocates A final strategy point to consider when building a social media plan is the value of building an “army” of passionate brand defenders, advocates, and enthusiasts. Creating advocates is the final element in the Valid Metrics Framework: Advocacy goes beyond focusing social media efforts around brands themselves and simply publishing content about the brand. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Best Practices for Developing a Social Media Strategy Start with a road map: That How you will is your SMM adjust to stay plan. At a How you plan on track to minimum it to interact with meet your should specify: the audience objectives. Who your How you will target audience measure the is and the success or audience failure of your characteristics activities INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Best Practices for Developing a Social Media Strategy Listen before you start interacting: You must listen strategically before you engage with your audience. Welcome audience participation, feedback and collaboration: And use these conversations to locate and nurture brand advocates. A successful social media strategy or execution is not built overnight: Give it an adequate amount of time and, not incidentally, resources to become successful. Be flexible: Social media itself is constantly evolving. Audience tastes and behaviours also evolve over time. Competitors adopt and change strategies. A social media strategy cannot be cast in stone. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Activity – Padlet What is a SMM Plan? Why is "listening" an important stage of the SMM Plan? In the listening stage, why is it important to pay attention to consumers’ jargon? Why are opinion leaders important stakeholders to consider in a SMM Plan? INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Q&A? INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Next Week: Workshop 3 Social Media and Relationship Marketing The Importance of Targeting in SMM. Big Data for Identifying and Targeting Audiences. Persona Development Cycle. INNOVATIVE | RESPONSIBLE | ENGAGED  Thank you latrobe.edu.au La Trobe University CRICOS Provider Code Number 00115M © Copyright La Trobe University 2018  MKT3SRM Social Media and Relationship Marketing Topic 3 INNOVATIVE | RESPONSIBLE | ENGAGED  Session Overview PART 1 Recap topic 1 PART 2 Identifying target audience PART 3 SMM plan – Assessment 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business PART 1 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business SMM Planning Cycle INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Audit Template INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media SWOT To a great extent, the Social Media SWOT is build based on the audit. An example: INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Assessments INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business PART 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Identifying Target Audiences INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business The Importance of Targeting in SMM INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business The Importance of Targeting in SMM The Content Marketing Institute identifies the challenge for digital marketers as being: The right person to get The right content At the right place At the right time In the right format In the right language On the right device INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business The Targeting Process in SMM INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business The Targeting Process in SMM The most common characteristics marketers use to identify and profile target markets are Demographics Geographics Lifestyles or Psychographics Behavioural data, what people are doing (or what they tell marketing researchers they are doing), has always been part of the process but has become more valuable as a result of the actual (not reported) behaviours provided by digital marketing. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Big Data for Identifying and Targeting Audiences INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Big Data for Identifying and Targeting Audiences Behavioural targeting based on purchase behaviour or behaviours that convey intent like search behaviours. Connection targeting based on the type of connection to your brand page. o E.g. a Facebook fan Interest targeting based on self- reported interests and page-related behaviours like search. Look-alike targeting that identifies people like the ones who have been successful targets in the past. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Big Data for Identifying and Targeting Audiences Location targeting based on the location provided in the user’s profile or by geo-targeting data, which determines the user’s current location. This Mobile Marketing on Social Networks. Uses include: o Send offers to customers while they are in the vicinity of a retail store o Send personalised coupons to customers while they are in stores o Help customers find the location of items in the store INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Persona Development Cycle The Three-Step Persona Development Cycle by Michelle Golden: 1. Identify Persona Roles listing all relevant personas by role. 2. List Needs and Situational Triggers from personas’ perspectives, defining concerns, symptoms, and problems. 3. Create Messaging Objectives suited to each persona’s needs that you have the expertise to address (and note those that you don’t) INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Persona Development Cycle Airline example 1. The basic persona they use to guide their SMM efforts is the low budget traveller who wants comfort at an affordable price. 2. 4 segments. Research identified 26 in-flight issues o E.g. food service, entertainment, and Internet access. o Business travellers identified 13 of the issues as important, the special needs only 3 3. Once a social media marketer knows what information a buyer will need before making a purchase, it is possible to design a social media strategy that provides a buyer with the relevant information, making the individual more likely to buy the product. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Technographics Ladder The Social Technographics Profile uses demographics such as age, location, and gender to group social media users into personas based on their social media activities. Technographics is similar to demographics and psychographics but restricted to technology behaviours. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Activity Which segment do you think you fall under on the Technographics Ladder? Briefly discuss with the person next to you, then provide your answer in Mentimeter INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Optimising Posts and Post Timing The benefits of social media optimization are three-fold: Increase the visibility and reach of your content, resulting in greater engagement (clicks, traffic and so on) Assess the overall ROI and outcomes of your social marketing (think: sales, brand awareness) Develop a consistent process for creating content that’s poised to perform well (relative to your brand) INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Optimising Posts and Post Timing Facebook: as the largest platform, says that most brand posts are made on weekdays with the best days being Thursday and Friday. “Best” is measured by Facebook engagement— the number of viewers who liked, shared, clicked, or commented. The best time is between 1 pm and 3 pm Twitter: is quite different. The best time is between 5 and 6 pm. LinkedIn, with a primarily professional audience, finds Tuesday, Wednesday, and Thursday the best days to post. Posts made between 10 and 11 am on Tuesdays garner the most clicks and shares. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Optimising Posts and Post Timing Instagram: does not exhibit a best day to post but does find that off-work hours produce a higher level of engagement with brand posts than do working hours. Pinterest: Saturday is the best day and the best time is evening between 8 and 11 pm, with activity being the greatest at 9 pm However, if you are in the fashion industry, the optimal time to post is Friday at 3 pm o Could fashion at 3 pm on Friday be correlated with weekend shopping plans? INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Best Practices for Targeting Branded Posts Use the targeting capabilities of each platform The targeting possibilities offered by platforms are rich and getting richer. o E.g. directing posts by hashtag on Twitter, emoji hashtags on Instagram or using the Facebook options to target to specific demographics and/or specific locations. Monitor results on each platform and continue to improve content engagement and overall marketing effectiveness INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Case study & questions Read the case under Topic 3 on LMS “Lego’s Market Segmentation Strategy.” Then answer the following questions. Provide your answers in Padlet. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Marketing Plan INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Marketing Plan (SMM) The single most important action a marketer can take to improve an organisation’s chances of success in executing SMM activities is to develop a solid plan. Assessment 2 focuses on a social media marketing plan There is an example social media marketing plan in the prescribed textbook: Appendix: XYZ Coffee Company Social Media Marketing Plan on page 304 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Structure of a SMM Plan 1. Creating an Informative and Eye-Catching Title Page A sharp title page makes a SMM plan not only stand out; it instantly provides the reader with the information necessary to identify the purpose and authors of the document as well as the release date. 2. Table of contents A table of contents is essential for a lengthy document such as a SMM plan. Tip: modern word processors provide the ability to automatically generate a table of contents from formatted section headings in the document. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Structure of a SMM Plan 3. Executive Summary A persuasive executive summary highlights the main benefits and components of a SMM plan. It provides the first impression of the plan. 4. Introduction Lay down a contextual foundation for readers to understand the information in the plan. Briefly introduce the company Outline rest of report INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Structure of a SMM Plan 5. Situation analysis Micro environment consisting of the key competitors and the typical customer(s) of the organisation. Macro environment describes the most important PESTLE factors: o Political forces, Economic forces, Social forces, Technological forces, Legal forces, Environmental forces Social Media SWOT INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Structure of a SMM Plan 5. Situation analysis Social Media SWOT For your assessments: Use this table as inspiration Have min 2-3 bullet points in each box. Use this table for both assessments 1 & 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Structure of a SMM Plan 6. Goals and objectives Based on assessment 1 and the situation analysis, it is possible to determine the social media goals that stand the best chance of achieving a competitive advantage for the organisation. Some example goals: Brand building (brand preference + awareness) Increasing customer satisfaction (customer loyalty) Driving word-of-mouth recommendations (social proof). Crisis reputation management (customer experience) Integrating social media with PR and advertising (SEO). INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Structure of a SMM Plan 7. Segmentation & targeting A variety of characteristics can be used to group a target audience, including: Demographics (e.g. age range, gender, occupations, education) Needs, interests, and tastes (such as a desire for a friendly atmosphere, enjoying coffee drinking, an interest in sports) Behaviour (such as spending habits). INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Structure of a SMM Plan 8. Positioning Positioning defines how the brand’s offering is unique, how it provides a distinct benefit to customers. USP (Unique selling proposition). In this section, you also define your campaign theme and how to integrate with traditional channels. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Structure of a SMM Plan 9. Engagement and content strategy Although each social media platform will require specific types of content, it is possible to provide some general guidelines for generating and using content across most platforms. Also explain how you get (potential) customers to engage with the content, or engage through the content. 10. Activation plan The activation plan outlines the activities and timeline involved to get your campaign off the ground and running. It can be a table (Gantt chart). A very simple version of a Gantt chart looks like INNOVATIVE | RESPONSIBLE | ENGAGED this:  latrobe.edu.au/business Structure of a SMM Plan 11. Monitoring performance Tracking is the process of finding and following content on the social web. Measuring include measurement techniques, metrics, methodologies, technologies, and tools. Can be both quantitative and qualitative metrics Free monitoring tools work well for listening to social media o Google Alerts, Google Trends, Google Reader, and SocialMention are popular free tools for tracking quantitative metrics. o Google Analytics is useful for assessing the effectiveness of social media efforts directed at driving traffic to the company website and the consequent conversions (e.g., sales). Paid monitoring tools provide all-in-one solutions for tracking, measuring, and aiding in the analysis of qualitative metrics. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Structure of a Social Media Marketing Plan 11.Monitoring performance Some example metrics: INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Discussion questions 1. Think about the category of Inactives in the Social Technographics Ladder. In the future, is it likely to grow or to shrink? Why? 2. Explain the role of time of day in targeting. Why is it important? 3. Why is it important to develop a social media marketing plan? 4. How would you try to convince top executives that they should follow your SMM plan? Write you answers in Padlet INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Q&A? INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Next Time: Workshop 4 Social Media and Relationship Marketing Rules and norms that govern interactions on the social web INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Thank you! INNOVATIVE | RESPONSIBLE | ENGAGED  MKT3SRM Social Media and Relationship Marketing Topic 4 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Outline PART 1 Recap topic 3 Recap assignment 1+2’s requirements PART 2 Describe the rules of effective social media interaction Define SMM ethics Explain how to make ethical social media decisions Describe the global perspective of SMM INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business PART 1 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business The Targeting Process in SMM INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Big Data for Identifying and Targeting Audiences There are many ways marketers can use this wealth of data and the insights it provides to target specific audiences. Some of them are: Behavioural targeting based on purchase behaviour or behaviours that convey intent like search behaviours. Connection targeting based on the type of connection to your brand page. o E.g. a Facebook fan Interest targeting based on self-reported interests and page- related behaviours like search. Look-alike targeting that identifies people like the ones who have been successful targets in the past. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Technographics Ladder The Social Technographics Profile uses demographics such as age, location, and gender to group social media users into personas based on their social media activities. Technographics is similar to demographics and psychographics but restricted to technology behaviours. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Assessments INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Assessment 1– Group Assessment Working in groups of no more than 4 students you will be required to undertake a social media audit of a Hospitality or Tourism organization in Singapore A social media audit is the process of reviewing what’s working, what’s failing and what can be improved upon across the organisation’s social media channels. Your group will need to decide on a real-world organisation to complete this assignment. The organisation selected is one that is agreeable to all members of the group. Once an organisation has been selected, you are required to consult the workshop facilitator for approval. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Assessment 1– Group Assessment Video Presentation Breakdown – A background into the organisation (~2 minutes) – A social media audit (~4-6 minutes) Background: You are required to develop a digital story telling narrative (i.e. a short video) as part of the background component into the group presentation for Assessment Task 1. The digital story telling section should not exceed 2 minutes in length and informs the audience of the organisation. Social media audit: Once you’ve provided the background, the second component is used to conduct a social media audit (incl. SWOT) of the organisation’s various social media channels and provide recommendations for improvement. It is encouraged when you present to use common digital assets (e.g. digital pictures, diagrams, charts, etc.) rather than just using PPT slides and bullet points Submit Video Presentation through LMS INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Audit Template INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media SWOT To a great extent, the Social Media SWOT is build based on the audit. An example: INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Assessment 1– Group Assessment Sign up for a group for Assessment 1 via LMS Find resources for Assessment 1 via LMS INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Assessment 2– Individual Assessment Social Media Marketing Plan (Part B) Building on the material you learned by conducting a social media audit for Assessment Task 1, you are now required to develop an appropriate social media marketing (SMM) plan for the same local organisation of your choice. Individual report Submission through Turnitin PDF/Word document 2000 words (+ max 10%) Weight: 30% INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Assessment 2– Content Your plan should include the following : Situational Analysis (inclusive of the SWOT analysis in relation to the Social Media environment of your specific company) The objective(s) guiding the new social media marketing plan A proposed social media campaign The target audience for the campaign Justification and use of appropriate mix of social media platforms (i.e. the optimum social media mix given the social media objectives of the program, e.g. Facebook, Instagram, Tiktok, Twitter, LinkedIn, etc.) Original content development required for the campaign Integration of the social media campaign with existing marketing initiatives (i.e. the social media initiative being part of the company’s larger Integrated Marketing Communication strategy) Measurement Metrics – appropriate to the relevant choice of social media platforms Activation plan  See “Resources for assessment 2” for full assessment structure INNOVATIVE | RESPONSIBLE | ENGAGED Assessment 3 Final Exam INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Q&A? INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business PART 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Rules of Engagement Being a successful social media marketer requires more than marketing and technical skills. It requires knowledge of the rules of the road in social media and understanding of the appropriate way to communicate on social platforms. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Rules of Engagement INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Interruption Marketing Traditional marketing relies heavily on interruption marketing. When using interruption marketing, companies purchase the right to interrupt people and demand their attention. Effective placement of the advertising must occur in order for the advertisement to be effective. Media scheduling includes comparing the demographics of the audience to the target market of the product or service being advertised. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Challenge The problem for modern advertisers is that people are bombarded by ads. One study states the number of ads and brand exposures per day is 5,000 or more. Ads can be seen on the backs of restroom stalls, napkins, airline peanuts, etc As a result, consumers are becoming increasingly talented at tuning out much of this advertising (e.g., ‘banner blindness’) How is it possible to gain attention and build a brand in this sea of marketing? INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Challenge Unless a company has millions of dollars to spend, traditional broadcast advertising is not an option. In 2014, the average cost for a one spot in the popular show “The Big Bang Theory” was $344,827 Less expensive traditional media is still often too expensive for smaller companies. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Permission-based Marketing This is where social media and permission-based marketing come in. Permission-based marketing relies on attention being earned from the audience. Permission marketing is when consumers consent to being marketed. Permission marketing may add value to consumers’ lives, causing them to welcome and request certain marketing messages. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Permission-based Marketing Permission marketing is an important element of SMM. Another term for permission SMM is organic social media. Effective permission marketers earn the attention of their audience. People tend to choose engagement with brands that are authentic, are transparent, show care and empathy, respect consumers’ time and opinions, and have a human presence online. However, it’s not just permission marketing online… INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Permission vs. Interruption Marketing There is also an interruption component of SMM in the form of sponsored and paid posts. Facebook, Twitter, and most of the other social media sites and networks are selling advertising. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Permission vs. Interruption Marketing INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Activity 1 In groups, provide some personal examples of permission marketing and interruption marketing that you have seen on social media. Write your answers in Padlet INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Principles for Success People spend time online for three basic reasons: 1. To connect with people 2. To get information 3. To be entertained. A successful social media strategy has to associate itself with at least one of these three reasons. Successful social media strategies typically meet one (or more) of the PARC principles for success. Participatory, Authentic, Resourceful, and Credible. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Principles for Success Participatory Brands that are successful on social media are participatory. They interact with the community, answer questions, and thank those who respond. Participating in dialog will eventually bring results. Be ready to respond and be conversational. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Principles for Success Authentic Information is spreading more quickly, so strategies that are deceptive or lack authenticity run a serious risk of being outed. Authenticity is more than telling the truth; it also implies conversing without forced attitudes or a false demeanor. Social media interactions should be professional, but they should also be personable at the same time. Putting a human face to the brand helps build connections. Providing honest and sincere responses will earn goodwill, trust, and ultimately business. Keep in mind that people do business with others they know, like, and trust. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Principles for Success Resourceful When doing permission marketing, businesses have to present useful and relevant content. One of the best ways to do this is to be resourceful: Provide the audience with helpful information. Giving the audience a genuinely useful resource is a powerful method for earning trust and gaining attention through social media. E.g. Solve customer service questions or deal with complaints. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Principles for Success Credible Social media is a powerful way for an organisation to earn its audience’s trust by being credible. There are two sides to credibility: Building a reputation for knowledge and expertise in the field Building a brand’s trustworthiness Knowledge-based credibility is often referred to as demonstrating thought leadership; by showcasing original thoughts and ideas related to the product or the industry in general. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Principles for Success Credible Trust-based credibility, is about being ready to share information and explain the rationale behind decisions to customers or potential customers. When problems emerge, businesses can gain credibility by admitting their mistakes, by asking the community for understanding or support, and by taking action to remedy the situation. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Credibility? INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Activity 2 In groups, choose an organization and evaluate whether its social media strategy meets the PARC principles. Apply each principle and write you answer in Padlet INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business SMM Ethics What does it mean to be ethical while using SMM professionally? Generally speaking, the same code of ethics that applies to traditional marketing can be applied. However, due to its highly interactive as well as long-distance nature, social media brings its own set of challenges and complications to marketing ethics. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business SMM Ethics Honesty SMM is based largely on personal interactions. Unlike traditional advertising, where it is often expected that some spin will be applied to the message, people use social media channels to communicate with friends so that honesty is highly valued. Social media messages are exposed to public view, so expect a high degree of scrutiny Facts will be checked, and promises will be expected to be kept. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business SMM Ethics Privacy Do not collect or distribute personal information without consent. Violations of user privacy can quickly destroy a site’s reputation and severely damage a company. When collecting user data, it is best to employ passive approaches that allow people to input information voluntarily. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business SMM Ethics Respect Showing respect for people means treating them as equals, as reasonable individuals with goals and lives of their own. Do not present manipulative messages, create false identities for testimonials, or hijack user profiles for promotional purposes. Show respect for online participants rather than attempting to herd them with deceptive claims. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Respect? INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business SMM Ethics Responsibility Mistakes or errors will inevitably occur during a SMM campaign. When there is a valid issue, there are 3 steps to take: 1. Acknowledge: Find out what the problem is, and take responsibility for the situation. 2. Apologise: If someone is angry, first attempt to calm them down. Apologise, and determine what would give the individual resolution. 3. Act: Implement promised changes or make other restitution. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Global Perspective Communicating across national boundaries is an essential skill for any social media marketer. Cultural Differences: adapting the message & channel to fit the expected audience Avoid confusion: expressions, proverbs, or folksy sayings that are clichés to a domestic audience may be unfamiliar to an international one. Google Translate: Be careful when using online translations to create new content because sometimes the results can be rough or can lack important context. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Best Practices: Following the Rules of Engagement for SMM 1. Use Social Media Channels as Intended Be aware of how the community is using channels and stay within the existing norms of communication. 2. Don’t Be a Dirty Spammer Don’t send people in a network unwanted messages without their permission. Just because someone follows a page or group does not mean that they want promotional or sales messages. 3. Assume People Don’t Care about the Product Just because someone follows or friends a company page does not mean they want to endlessly hear about that business. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Best Practices 4. Have a Personality People connect with other people on a deeper level than they can connect with a brand. Sharing some personality helps build common ground and trust. 5. Provide Context When Seeking Connections When sending a request to connect with someone it is helpful to provide context for the connection. 6. Be Transparent Social media has changed the way information flows. Businesses have to be more transparent in their interactions. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Best Practices 7. Talk about the Topic It is a good idea for a company to join a discussion, but it needs to make sure to focus on what the conversation is about, not just do self-promotion. 8. Social Media Profiles Are Not Billboards It is best to engage in discussions without doing overt marketing unless it is directly on-topic. Generate original content and use that to get the message out instead of posting unwanted messages on others’ sites. 9. Be nice Politeness costs nothing, but it can make a huge difference in the responses that a SMM campaign receives. An easy “please” and “thank you” can go a long way. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Activity 3 Using the same organization as in Activity 2. Do a bit of research and discuss how the brands’ social media marketing efforts has lived up to the following principles: Protecting user privacy (e.g., handling data from customers with care) Treated customers with respect (e.g., no engaging in manipulative practices such as fake testimonials) Been sensitive toward cultural differences (e.g., provided content in different languages, adapted messages to suit different cultures) Avoided engaging in spamming (e.g., not sending unwanted promotional materials to people) Exhibited a ‘personality’ consumers can relate to (e.g., using a friendly and personable tone with customers) INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Q&A? INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Next Time: Workshop 5 Social Media and Relationship Marketing Social Media Platforms and Social Networking Sites Honeycomb Framework INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Thank you! INNOVATIVE | RESPONSIBLE | ENGAGED  MKT3SRM Social Media and Relationship Marketing Topic 5 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Outline PART 1 Recap topic 4 PART 2 Topic 5a: Social Media Platforms and Social Networking Sites Topic 5b: Honeycomb Framework PART 3 Assessment 1 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business PART 1 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Permission vs. Interruption Marketing Traditional marketing relies heavily on interruption marketing. When using interruption marketing, companies purchase the right to interrupt people and demand their attention. Permission-based marketing relies on attention being earned from the audience. Permission marketing is when consumers consent to being marketed. This form of marketing may add value to consumers’ lives, causing them to welcome and request certain marketing messages. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Best Practices 1. Use Social Media Channels as Intended 2. Don’t Be a Dirty Spammer 3. Assume People Don’t Care about the Product 4. Have a Personality 5. Provide Context When Seeking Connections 6. Be Transparent 7. Talk about the Topic 8. Social Media Profiles Are Not Billboards 9. Be nice INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business PART 2 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Platforms and Social Networking Sites INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Platforms Decidedly Social lists 13 types of social media platforms. 1. Social networking sites: Facebook, LinkedIn 2. Microblogging sites: Twitter, Tumblr 3. Publishing tools: WordPress, Blogger, Squarespace 4. Collaboration tools: Wikipedia, WikiTravel, WikiBooks 5. Rating/Review sites: Amazon ratings 6. Photo sharing sites: Flikr, Instagram, Pinterest 7. Video sharing sites: YouTube, Vimeo, Viddler 8. Personal broadcasting tools: Ustream, Livestream 9. Virtual worlds: Second Life, World of Warcraft, Farmville 10. Location-based services: Check-ins, Foursquare, Yelp 11. Widgets: Profile badges, Like buttons 12. Social bookmarking and news aggregation: Digg, Delicious 13. Group buying: Groupon, Living Social, Crowdsavings INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Social Media Platforms A social network site is an online service on which members can establish relationships based on friendship, kinship, shared interests, business advantage, or other reasons. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Benefits of Marketing with Social Networks INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business B2C & B2B For online marketing, most campaigns will fall into one of two categories: Business-to-consumer (B2C) Business-to-business (B2B) marketing Facebook and LinkedIn are two networks frequently used for these respective purposes. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business B2C marketing Marketing a brand on Facebook 1. Create an account 2. Create a page, not a profile 3. Customise the page to reflect the company’s style and values 4. Update frequently with new content o Quality is much more important than quantity - boring or repetitive content can be easily hidden on Facebook. Generally, Facebook content should be light, funny, and informative, or it should give a special deal or value. Give useful tips, or ask open-ended questions that will interest the audience. Sharing links to interesting items can also be valuable. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business B2B marketing The most dominant platform for B2B marketing is the professional networking site LinkedIn. LinkedIn is designed to facilitate interactions between business professionals. Users fill out profiles including their past education, job experience, skills, and so on. Like any social network site, people can connect with friends or colleagues, but the professional focus of LinkedIn causes many to take connections more seriously. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Activity 1 What are some differences between B2C social media marketing and B2B social media marketing? In having a social media presence, should a company be fearful of negative comments? Why? How should a company deal with negative comments on social media? List your answers in Padlet. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Best Practices for Social Media Platform Marketing 1. Develop clear objectives: Social media is all about engagement and developing relationships with customers. 2. Understand and monitor metrics: If engagement is the goal, establish clear metrics such as retweets, comments, sharing, and so on. 3. Know the audience: Understand where the target market you have in mind hangs. 4. Communicate with your audience in the most appropriate way: Understand the platform and what can ‘boost’ customer engagement. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Personal Branding: LinkedIn Mentimeter: How many of you have a LinkedIn profile? How effective do you think your current LinkedIn profile is? INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Personal Branding: Optimising Your LinkedIn Profile LinkedIn has become THE professional social network. Create a complete profile 1. Put keywords describing yourself and what you do rather than a job title in the brief description section of the profile (under your name). 2. Completely fill out your profile. 3. Get recommended. 4. Get connected INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Personal Branding: Optimising Your LinkedIn Profile INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Honeycomb Framework INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Honeycomb Framework Kietzmann, Hermkens, McCarthy and Silvestre (2011) developed a honeycomb framework that identifies seven functional building blocks of SM: 1. Identity 2. Conversations 3. Sharing 4. Presence 5. Relationships 6. Reputation 7. Groups INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Honeycomb Framework Identity Represents the extent to which users reveal their identities in an SM setting. On Facebook, users can define the information they share and with whom they share that information. o E.g. information such as name, age, gender, profession, location and also information that exposes Facebook users in certain ways. Conversations Represents a level of communication on an SM platform with other users, which could be the number of regularity of postings. Tweeting, blogging etc. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Honeycomb Framework Sharing Refers to the sending and receiving of content between users on the same SM platform, such as photos, comments and videos. Pictures for Flickr, music for MySpace, careers for LinkedIn, experiences and observations (through Video) for YouTube Presence Refers to the ability of one user to know if other users are available. For example, on Facebook, users can click on a chat button to indicate if they are online and available, or do not wish to connect with other users. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Honeycomb Framework Relationships Refer to how people are connected on an SM platform. Facebook users can identify family members and make notes of mutual friends between users; ‘degrees of separation’ on LinkedIn Reputation Refers to the ability of users to identify the standing of others (including themselves) within an SM platform. For example, Facebook users can “like” certain content and comment on it; view count on Youtube INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Honeycomb Framework Groups Refers to the capacity of users to “form communities and sub- communities”. When SM users “like” the same brand, they form a community. On Facebook, users can also form communities by organising their friends into different groups. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Honeycomb Framework: Example INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Activity Pick a social media platform you regularly use (do not pick Facebook, LinkedIn and Youtube) and using the Honeycomb Framework: As in the previous example, fill in the honeycomb: the darker the ‘block’ the more central this functionality is to the social media. Briefly explain your choices. Based on your answer to the previous question, identify the main strength(s) of the platform selected for social media marketing INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business PART 3 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Assessment 1– Group Assessment Working in groups of no more than 4 students you will be required to undertake a social media audit of a Hospitality or Tourism organization in Singapore A social media audit is the process of reviewing what’s working, what’s failing and what can be improved upon across the organisation’s social media channels. Your group will need to decide on a real-world organisation to complete this assignment. The organisation selected is one that is agreeable to all members of the group. Once an organisation has been selected, you are required to consult the workshop facilitator for approval. INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Assessment 1– Group Assessment Video Presentation Breakdown – A background into the organisation (~2 minutes) – A social media audit (~4-6 minutes) Background: You are required to develop a digital story telling narrative (i.e. a short video) as part of the background component into the group presentation for Assessment Task 1. The digital story telling section should not exceed 2 minutes in length and informs the audience of the organisation. Social media audit: Once you’ve provided the background, the second component is used to conduct a social media audit (incl. SWOT) of the organisation’s various social media channels and provide recommendations for improvement. It is encouraged when you present to use common digital assets (e.g. digital pictures, diagrams, charts, etc.) rather than just using PPT slides and bullet points Submit Video Presentation through LMS INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Work on Assessment 1 INNOVATIVE | RESPONSIBLE | ENGAGED  latrobe.edu.au/business Thank you! INNOVATIVE | RESPONSIBLE | ENGAGED Week 6: Social Media & Relationship Marketing (MKT3SRM) CONTENT CREATION & SHARING / VIDEO MARKETING Jessica Ang 29 July 2024 lesson goals recap: key notes for lectures 1 - 5 understand content marketing & strategy benefits of content marketing revise: assignment 1 4 RECAP: KEY POINTS OF LECTURES 1 - 5 5 © Copyright 2024 | All Rights Reserved LESSON 1 RECAP: THE ROLE OF SOCIAL MEDIA MARKETING Social Media Marketing refers to the process of gaining website traffic or attention through social media sites 6 © Copyright 2024 | All Rights Reserved It is used to: create buzz or newsworthy events, videos, tweets, or blogs entries that attract attention & have the potential to become viral in nature enable fans of a brand or company to promote a message themselves in multiple online social media venues encourage user participation & dialogue based on online conversation, not controlled by an organisation represent a way for marketers to leverage their own brand efforts as part of a larger media ecosystem of owned, paid & earned media 7 © Copyright 2024 | All Rights Reserved Social Media Marketing (SMM) is a unique combination of marketing creativity & technology It does not exist in a vaccum; it is part of digital marketing, part of the the overall marketing effort 8 © Copyright 2024 | All Rights Reserved LESSON 2 RECAP: THE SOCIAL MEDIA PLAN details an organisation’s social media goals & the actions necessary to achieve them includes carefully crafted objectives - what it wants to accomplish & then how best to do it *Without a good plan, the social media program will fail! 9 © Copyright 2024 | All Rights Reserved THE SOCIAL MEDIA AUDIT TEMPLATE 10 © Copyright 2024 | All Rights Reserved BEST PRACTICES FOR DEVELOPING A SOCIAL MEDIA STRATEGY 1. Start with a 2. Listen before you start road map: That interacting How you will is your SMM How you plan adjust to stay plan. At a 3. Welcome audience to interact on track to minimum it with the meet your participation, feedback, and should specify: audience objectives collaboration – find brand advocates 4. Be patient – give it adequate time to grow Who your How you will 5. Be flexible and adaptable – target measure the social media is evolving, audience is success or audience tastes and and the failure of your behaviours are evolving. audience activities Competitors adopt different characteristics strategies 11 © Copyright 2024 | All Rights Re