Lecture 8b

Social Media
Marketing

Chapter 10
 Learning
After studying this chapter, you should be able to:

LO1 advantages and disadvantages of

social media marketing

LO2 describe the steps in a social media

campaign

LO3 explain the importance of listening

online, the aims of listening and the
types of listening

LO4 explain what is meant by the concept

of personas and discuss the steps in
developing personas

LO5 describe social media marketing

objectives
 Learning

After studying this chapter, you should be able

to:

LO6 explain the different social media

platforms

LO7 discuss various social media strategies

LO8 explain the importance of content in

social media and discuss the strategies
that a social media marketer can apply in
their campaign
 The History of Social Media
http://www.copyblogger.com/history-of-social-media/
https://www.youtube.com/watch?v=KRsix3bi0jU
https://www.youtube.com/watch?v=Ha3dHchSZDQ
Comparisons with traditional media

Reach: both can offer scale, however, traditional is more

centralised, while digital media can be more decentralised
(e.g. consumer generated content)
Accessibility: depending on the country, government or private
Usability: traditional media can require specialised skills, while
digital media is more user friendly
Immediacy: traditional media can have a longer time lag, digital
media can be almost instant
Permanence: some forms of traditional media cannot be altered
(e.g. a magazine ad once published) while digital media can
be changed on the fly if needed
 Traditional Media versus Social Media
The use of traditional media can be compared to
social media across:
▪ Reach
▪ Both traditional and social media can offer scale, but traditional media
are more centralised whereas social media are more decentralised,
relying on consumer-generated content
▪ Accessibility
▪ Generally, means of production for traditional media are government or
privately owned. Social media options are generally available to
everyone at little or no cost
▪ Usability
▪ Production of traditional media usually requires specialised skills and
training. While there is some need for digital expertise for social media,
in theory anyone with online access can produce content
 Traditional Media versus Social Media
The use of traditional media can be compared to
social media across cont.
▪ Immediacy
▪ Lead times and production timeframes for traditional media can
be quite lengthy. Social media can be made available immediately
▪ Permanence
▪ Traditional media cannot be
altered once created. Social
media can be easily changed
‘on the fly’
Example of using influencers
(called Happy Makers) by Coca-Cola

8
 LO1: ADVANTAGES AND
DISADVANTAGES OF SOCIAL MEDIA
MARKETING

Advantages

Consumer Two-way
Flexibility Reach options
engagement dialogue

Integration Improved
Cost
and ability to metrics &
effectiveness
drive traffic research
 LO1: ADVANTAGES AND
DISADVANTAGES OF SOCIAL MEDIA
MARKETING

Disadvantages

Meaningless
Privacy & Lost productivity,
comments, babble,
Censorship addiction & fatigue
spam & ‘Likebacks’

Dealing with
Hackers & fraud negative (viral)
comments
LO2: DEVELOP A SOCIAL MEDIA
CAMPAIGN
• The POST framework: The vital components of a social media
marketing strategy are people, objectives, strategy and
technology
• Prior to planning, it is necessary to understand the online climate
> by listening
• The steps in developing a social media plan:
1. Listen to online conversations/opinions
2. Market segmentation, choosing target markets and
developing personas
3. Set objectives
4. Choose between platforms
5. Consider different social media marketing strategies.
Forrester’s POST Methodology
POST - People

Let’s briefly summarise the POST

(Forrester’s original offering) method
4 step process to successfully
launching a personalisation program
1) PEOPLE: Which customers are
you trying to serve?
POST - Objective

2) OBJECTIVE: What are your

personalisation goals?
POST – Objective
(cont.)
2) OBJECTIVE: What are your
personalisation goals?
Spotify Ad Example - Creativity drives
data drives creativity for Spotify ads
POST - Strategy

3) STRATEGY: How will you

accomplish your goals?
POST – Technology/Tactic

4) TECHNOLOGY: What technology do you need to deliver

personalised experiences?
Recap - LO2: Develop a social
media campaign
• The steps in developing a social media plan:
1. Listen to online conversations/opinions
2. Market segmentation, choosing target markets
and developing personas
3. Set objectives
4. Choose between platforms
5. Consider different social media marketing
strategies
 LO3: LISTENING ONLINE
• Listening online allows the marketer to understand
consumer perceptions
– Digital marketers can use listening tools, e.g. Google Alerts
• There are different audiences to listen to online, each
delivering different insights
LO3: LISTENING ONLINE
 LO3: LISTENING ONLINE
The objectives of listening:
• A deeper understanding of how the market feels about
a brand/organisation
• Brand popularity
• Major influencers in the market
• Identify important sites and publishers
• The types of social objects shared (e.g. videos, images)

Types of listening:
1. Social media monitoring
2. Social media research
3. Voice of consumer website feedback
Example of
deeper
understanding
of how the
market feels
about a brand
or
organisation

23
Example of
Social media
monitoring

24
LO4: DEVELOPING PERSONAS

• Digital marketers can apply traditional

market segmentation variables –
demographics, geographic, behavioural and
value and lifestyle
• Particular focus on behavioural
• Online behaviours are easy to measure
• Social media marketers can easily target
more than one segment at a time
LO4: DEVELOPING PERSONAS

• Persona: a label or title that the marketer

assigns to a chosen segment
• A meaningful archetype to better understand
consumer needs, experiences and behaviours
• Personas describe data (not real people)
• Ideally, marketers develop personas for each
target market
• Personas assist in developing effective
communication strategies/messages
DEVELOPING PERSONAS
28
 STEPS IN CREATING A
PERSONA
Step 1: Choose specific target markets
(based on demographic and behavioural
segmentation)

Step 2: Identify favourable brand

attributes (often by conducting a focus
group)

Step 3: Create a persona (the labelling of

the target market. The persona should
align with favourable brand attributes)

Step 4: Create messaging (ensuring it

aligns with chosen persona and brand
attributes)
Denny’s
Diner –
Instagram
and
Tumblr

30
Denny’s Diner -
Facebook

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 LO5: SOCIAL MEDIA MARKETING
OBJECTIVES
• The main objectives of social media
are to encourage consumers to
become fans of your organisation’s
brand and to engage in
conversation with consumers
• It is important to encourage sharing
of a brand’s message, which can
lead to the building of an online
community, e.g. LEGO Ideas
community
https://ideas.lego.com/community
 LO5: SOCIAL MEDIA MARKETING
OBJECTIVES

• The main objectives of social media are to encourage consumers to become

fans of your organisation’s brand and to engage in conversation with
consumers
• It is important to encourage sharing of a brand’s message, which can lead to
the building of an online community, e.g. LEGO Ideas community
https://ideas.lego.com/community
• The ultimate objective is to increase brand sales.
• Important social media objectives can be broken down into:
1. Acquisition
2. Engagement
3. Amplification
4. Online communities
 ACQUISITION
• The acquisition stage aims to attract consumers to the
brand message – exposure to the brand.
• Social media tools used during the acquisition stage
include:
– display ads
– news feeds
– pop-ups
– a Facebook page
– Twitter feed
– an organisation’s website.
 ENGAGEMENT AND
AMPLIFICATION
• Engagement stage: follows the acquisition
stage:
– Encourages consumers to indulge in conversation
about a brand.
• Amplification stage: getting the consumer to
‘behave’ in a certain way:
– For example, ‘liking’ or sharing a page with friends
and family.
– Facebook and Pinterest are common tools for
amplification.
LO6: SOCIAL MEDIA PLATFORMS
• Social media platforms can be grouped into
various categories:
– Social networking sites: Facebook, LinkedIn
– Microblogging: Twitter, Tumblr
– Photo sharing sites: Pinterest, Instagram, SnapChat
– Publishing tools: Blogger, WordPress
– Group buying: Crowdsourcing
– Collaboration tools: Wikipedia
 FACEBOOK
• Facebook accounts for more than
90% of all social network site
visits
• 1.45 billion individuals around the
world are daily active users
• It represents a huge repository of
personal behavioural information
• Facebook marketing tools:
– Reaction buttons
– Brand pages – encouraging
interaction and conversation
– News feed ads
 TWITTER

• Defined as a micro-blogging network site

• Twitter marketing tools:
– Promoted tweets
– Promoted trends
– Promoted accounts
– Enhanced profile pages
– Amplify – digital dashboard
 PINTEREST

• Sharing favourite visual items, as it

allows users to share images and videos
 LO7: SOCIAL MEDIA MARKETING
STRATEGIES
Building online
communities
• First, a brand must have
enough engaged fans as a
foundation for a community
• Benefits include:
– increased brand acquisition
– reduced brand uncertainty
– a deeper understanding of
brand issues
 LO7: SOCIAL MEDIA MARKETING
STRATEGIES (CONT.)
Tools that can be used to nurture
communities:
– Inside information
– Free gifts
– Using new information
– Price promotions to loyal consumers
– Free gifts to new joiners
 BUILDING BRAND PRESENCE
Create messages that align
with personas of the brand
1. Corporate blogs: used to
build credibility, deliver brand
information, entice
communication, nurture
long-term relationships and
increase visibility
2. Brand reviews: ensure they
are open and honest
 BUILDING BRAND PRESENCE

3. Managing complaints:
complaints should be
encouraged and welcomed
– Well-managed complaints can
build consumer loyalty
– Being open to complaints
makes brand problems easier
to identify and solve
Examples of social
media complaint
responses –
JetBlue

Source:
https://www.social
mediaexaminer.co
m/exceptional-
customer-service-
on-twitter/

44
Examples of social
media complaint
responses –
Nike

Source:
https://www.social
mediaexaminer.co
m/exceptional-
customer-service-
on-twitter/

45
 LO8: CREATING ONLINE
CONTENT
• There is an increasing amount of clutter online,
making engagement challenging
• Paid brand information is being easily ignored or
deleted within the digital world

Q: How can a marketer create content that motivates

a consumer to read and share an ad or message?
 LO8: CREATING ONLINE
CONTENT
Effective content creation
Relevant Authoritative Trustworthy

• Relates to • Content that stirs • Content that

situations/events emotions builds trust
that are • Content that is • Grounded in the
happening in the data driven best evidence
world at this available
moment in time
 LO8: CREATING ONLINE
CONTENT
Example of effective content: Nike and COVID-19:
https://www.youtube.com/watch?v=R-t8qPldklc
Nike: Never Too Far Down
Consider how this ad captures all three concepts
 LO8: CREATING ONLINE
CONTENT

Strategies to build the right content

1. Storytelling:
• Can be achieved by creating events (e.g. Victoria’s
Secret Fashion Show) or sponsoring events (e.g. The
Vodafone Gold Coast 600)
• Creating a buzz online (viral marketing)
Storytelling Example -
ManCity

51
 LO8: CREATING ONLINE
CONTENT

Strategies to build the right content (continued)

2. Native advertising:
• Paid ads that are so cohesive with the page content that
the viewer feels that they belong
• Aims to integrate ads with social media content
• Triggers less avoidance strategies
• Ad content should consist of intrinsic value
• Native ads should encourage viewers to engage with
the brand
Native Advertising
Examples

53
Chapter 10 – True/False
Questions
1. Social media managers
aim to encourage
consumers to engage with
the brand and building an
online community
True
Chapter 10 – True/False
Questions
2. Flexibility, consumer
engagement, two-way
dialogue and cost
effectiveness are
advantages of social media
marketing
True
The end of Lecture 7
Chapter 10 in both versions of the
IMC Text Book
Gillette: The Best A
Man Can Be
– January 2019

Source: Video thumbnails from

the first short film

59
REI #optoutside 2015 – to
current

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