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Marketing with social media

Marketing with social media. MBA 563. Social media, user-generated content and the “new web”. Web 1.0 The web as publishing medium Revolutionary, but still predominantly one-way / asymmetrical Focus on the web site (pull)

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Marketing with social media

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  1. Marketing with social media MBA 563

  2. Social media, user-generated content and the “new web” • Web 1.0 • The web as publishing medium • Revolutionary, but still predominantly one-way / asymmetrical • Focus on the web site (pull) • Web 2.0 – the classic viral video by Mike Wesch from 2007 (11.5 million views) • The participative web • Publishing tools in the hands of users – communication now 2-way • User-generated content • The web is “us” • Focus on the user/participant (push) • “Social” media timeline (1969 – 2013)

  3. “Social” media is at the core of Web 2.0 • “The online tools and platforms that people use to share opinions, insights, experiences and perspectives with each other.” Catherine Seda • Includes • Social networking sites (many types) • Blogs and microblogs • Wikis • Podcasts and vodcasts • Forums • UGC of all kinds

  4. Some attributes of Social media

  5. Key concept: the network effect • The network effect – what does it mean? • Related concept: “walled garden” Image Source: Wikipedia

  6. Key concept: The social graph • Social graph defined: "the global mapping of everybody and how they're related“ (Brad Fitzpatrick) Think: “six degrees of separation) Data visualizations of your social graph are available from LinkedIn and Facebook

  7. Marketing using social networking sites: still experimenting • We are in an “attention economy” • People’s attention is the scarce resource today • Marketers should go where the people are, not expect the people to come to them • Behavioural and contextual advertising • Brand presence eg. Facebook, Twitter, Google + • Viral marketing – spreading memes • Earning trust – by using an “authentic voice” • Generating traffic / interest • Enhancing reputation • Customer support

  8. Common pitfalls of using social media • Firms need to follow consumers across different networks to create consistent and persistent messaging • Needs a structured approach with formal training and planning – don’t give your twitter feed to your intern • It might be difficult to control • Serious backlash is possible eg. #McDStories on twitter • Content offered freely in social media should be of genuine value to others in the community • Eg. Answering questions in forums, or in professional spaces without overt “marketing” • Get to know the community first – think about your “profile” and reputation • Overt selling doesn’t work

  9. Problems with getting engagement • Social network fatigue • Too many friends? Seth Godin on the subject • See also: Dunbar’s number (which is around 150) • Privacy concerns and the merging of the public and private spheres • Is privacy dead? (as Mark Zuckerbergsays)

  10. Social media demographics

  11. Social networking demographics • The following slides contain data from the Pew Research Internet Project (USA data only) • Up to date Canadian statistics more difficult to get • eMarketer: Canada Neck and Neck with US on Social Network, Facebook Penetration (2014) • ComScore: 2013 Canada Digital Future in Focus Report • Canadian Digital Media Network

  12. Comparison of usage • Pinterest and Instagram growing, but Facebook remains dominant Pew Research Internet Project. Social Media Update 2013

  13. Frequency of social media site use • Facebook, Instagram, and Twitter have highest engagement levels, with multiple daily usage. Pew Research Internet Project. Social Media Update 2013

  14. Demographics • Facebook popular across a diverse mix of demographic groups • Pinterest - women are four times as likely as men to be Pinterest users • LinkedIn - especially popular among college graduates and higher income households. • Twitter and Instagram - younger adults, urban dwellers, and non-whites. • Substantial overlap between Twitter and Instagram user bases • Demographics of key social networking platforms Pew Research Internet Project. Social Media Update 2013

  15. Social media matrix • Facebook is by far the most commonly-used social networking platform, and as a result, a significant majority of Twitter, Instagram, Pinterest, and LinkedIn users also use Facebook.  • Significant level of overlap between Instagram and Twitter users – 53% of Twitter users also use Instagram, and 53% of Instagram users also use Twitter.  Pew Research Internet Project. Social Media Update 2013

  16. Social “listening”

  17. So how do we manage real-time social media? • Social Listening • Set up alerts and searches for mentions of your brand and competitor’s brands and analyze for “voice and reach” • Sentiment analysis

  18. Don’t be caught by surprise... • The story of the 9 year old and her food blog (first 1.5 minutes of Clay Shirky at TED 2012) • “This brings up the question what made them think they could get away with something like that?” (Clay Shirky) • They obviously hadn’t realized that they had to listen.....

  19. What is “social listening” • “..using technology to assemble a collection of keyword-based searches online that help you locate mentions and instances of those keywords on the web” • Mentions of: • Your brand / product / service / organization • The competition • Industry discussion The Now Revolution. Baer & Naslund. Wiley. 2011

  20. Passive versus active listening • Passive listening is a diagnostic exercise, an ear-to-the-ground • Are people talking? • What are they saying? • Where are they saying it? • Active listening includes that constant monitoring but also includes response and engagement The Now Revolution. Baer & Naslund. Wiley. 2011

  21. How does social listening impact a business? • Sales – listening for expressed need (people often ask for recommendations on social media, so offer information and assistance). • Marketing & PR – listening helps you learn the language of your customers • Customer service – if you are listening you can respond fast (and via the medium where your customers are) • Research and development – the “wish they had” search The Now Revolution. Baer & Naslund. Wiley. 2011

  22. Listening models Level 3 Level 2 Level 1 The Now Revolution. Baer & Naslund. Wiley. 2011

  23. Software tools for listening • As needed alerts – the simplest way • Free social media monitoring software • Paid social media monitoring software The Now Revolution. Baer & Naslund. Wiley. 2011

  24. As-needed alerts • For use when brand / name / product mentions are relatively rare • Set up Google Alerts to create a “push” notification whenever your keywords are mentioned (automatically emailed to you) • Free service • As many alerts as you like • You need to be careful about crafting your alert (either too little or too few results) – so be really specific • Not real-time – delay between mention and alert can be as long as 24 hours • Alerts arrive individually, so harder to analyze The Now Revolution. Baer & Naslund. Wiley. 2011

  25. Free social media monitoring software • There are quite a few to choose from, and you will probably need to use more than one to get good coverage • Hootsuite (free and paid versions) http://blog.hootsuite.com/social-listening-hsu-videos-2/ • SocialMention • Twitter search • Addictomatic • BoardTracker (focus on forums) • IceRocket (social specific search engine) The Now Revolution. Baer & Naslund. Wiley. 2011

  26. Paid social media monitoring software • Fully featured dashboards, analytics, reports (aimed at the enterprise / large organizations) • Can be used by teams / multiple clients • Integrated with other metrics from across all marketing channels (eg. Web analytics, advertising metrics, etc) • Examples: • Salesforce Marketing Cloud / Radian 6 (demos – registration needed) • SLD Social Intelligence Solutions (was Alterian) • Hootsuite Pro • WebTrends The Now Revolution. Baer & Naslund. Wiley. 2011

  27. Managing negativity in social media • Your brand is getting a lot of very negative comments on its Facebook page • Some are in very strong and derogatory language • Some use “hate” language (eg. racial, ethnic, or gender slurs) to make personal attacks on key staff members by name • Some use four-letter swear words • Some are just simply bad-mouthing your brand in a way that involves false information • Should you delete them?

  28. Managing negative comments in social media • To delete or not to delete? Should brands censor comments? • Drawing the line between negative and unacceptable comments • Managing the public relations aspect of having a blog • Particularly challenging for a public agency • US Air Force Blog Assessment Flowchart (don’t feed the trolls..) • The Retail Consumer Report (RightNow): Bring back unhappy customers via social media

  29. Measuring success in social media

  30. For earned media focus on engagement metrics • Engagement metrics measure audience ACTION (more than just seeing a post) • How much and how often does your audience interact with your social media content • Likes, comments, retweets, favourites, repins etc – these all indicate engagement (but of varying VALUE) • Sharing metrics can be separately identified, because they are also used to measure EXPOSURE The Beginners Guide to Social Media Metrics (White Paper). Hootsuite. 2014

  31. Each SM platform has different engagement metrics which will all be measured differently The Beginners Guide to Social Media Metrics (White Paper). Hootsuite. 2014

  32. Using social media tools for marketing (owned, earned, and paid media)

  33. Overview: • Examples from 3 different social media sites • YouTube : demographics, vodcasts, video channels, subscribers, views, embeds • Twitter: demographics, promoted tweets, promoted accounts, profiles, metrics • Facebook : demographics, fan pages, advertising, metrics • For your project think of using social media for owned, earned, and paid media elements

  34. You tube

  35. The video revolution • The ultimate “show and tell” tool • Video on the web used to be difficult • Now, thanks to YouTube, Vimeo, Ustream etc, it is ridiculously cheap and easy • The process is easy for your users to add their own content • Owned media: Create a channel • Video blogging / vodcasts – eg. Wine marketing reinvented by Gary Vaynerchuck– wine video blog • For paid media - YouTube advertising • Earned media – comments, embeds, thumbs-up etc

  36. YouTube – how can we use it as “paid” media? • Marketers can use YouTube for advertising • TrueView Video Ads – a type of Google AdWords • YouTube’s information about its advertising products • Research on the on-demand video consumer (scroll down to find Research section) (May 2012) via YouTube • Women 25-49 • Men 18 - 34

  37. YouTube Analytics • Marketers can use YouTube for their own video (owned and earned media)....we need analytics to measure success • YouTube Analytics: what we can measure about the use of video on YouTube • YouTube Trends Dashboard

  38. twitter

  39. Twitter marketing products (paid media) • Marketing with twitter (from twitter) • Promoted accounts • Use for getting followers and influencers fast • Promoted tweets • Target search results or user’s timeline • Geographic targeting • Promoted trends • Get noticed

  40. Twitter usage examples • Twitter case studies of the use of advertising • Twitter for customer care (examples) • Blizzard Entertainment Customer Support • Dell Customer Support • Supporting customers in Facebook and via @DellCares in Twitter • Train your team!! So they don’t do this.....(KitchenAid)

  41. Twitter analytics • We looked at earned media engagement metrics in an earlier slide • Track when people click on linksl from custom shortened URLs egBitly • Twitter advertising analytics • Hootsuite Custom Analytics

  42. facebook

  43. Facebook • 10 years old – became a public company in 2012 • At the end of Q1, April 2014 • 1.28 billion active users (log in once a month or more) • 802 million daily users (609 million of them on mobile) • Over 1 million advertisers • Advertising revenues for the full year 2013 - $7.87 billion • Over 50% coming from mobile advertising • The major challenge for Facebook marketers is getting attention • Facebook manages who sees what in their Newsfeed using the EdgeRank algorithm

  44. The Edgerank algorithm tweaked to reduce organic reach • Analysis of more than 100 brand pages - organic reach was around 6 percent, a decline of 49 percent from October 2013 • For large pages with more than 500,000 Likes, organic reach hit 2 percent in February 2014 • “Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time.” • Marketers being pushed to paid media http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/

  45. Other significant Edgerank changes aimed at reducing spam • “Likebaiting” – asking “News Feed readers to like, comment, or share the post in order to get additional distribution beyond what the post would normally receive” is now being targeted • Frequently circulated content (ie. Reposting of memes etc) • Spammy links (deceptively phrased) • Facebook is encouraging authentic conversation and relationship building not begging or bribing fans http://edgerankchecker.com/blog/2014/04/update-to-algorithm-reducing-spam/

  46. Facebook marketing products • Facebook for business • Build a page, not a personal account • Facebookadvertising products • Sponsored stories problem • Boosted posts (also called Promoted Posts)

  47. Facebook metrics • Earned media – engagement metrics • Facebook business products for measuring success with Pages and their advertising products • Page Insights • Ads Manager • Conversion tracking

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