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Social Media Marketing
3/08
What is marketing? 
A way of creating, promote and deliver value to the end costumer. 
STP: segmentation, targeting and positioning. 
For that we can do branding, advertising, pricing, promotion, placement and product. 
Is not all about doing things, we have to delevop long term strategies to reach specifyc goals. Like reposition the brand, reaching new segments, selling new products, etc.
Its really easy for people to migrate from one social media to another, because of that, a social media network can dissapear really fast and suddenly be forgotten, to get to a point thats not known at all for a lot of people. 
We are going to focus in 5 main topics: 
· Community. 
· Conversation. 
· Content. 
· Collaboration.
· Coordination. 
“Social media is about sociology and psychology more than it is about technology”. 
Human 1.0: 
· Group behaviour. 
· Trust. 
· Reputation. 
· Reciprocity. 
· Fairness. 
· Generosity. 
· Personal connections. 
Social media is putting the human 1.0 back into business. 
Cluetrain: 95 theses. 
Traditional networks: 
· Closest family members. 
· Who do you ask for advice when it comes to carrer decisions?
· Who would you ask to join on a night-out or a concert?
There are ties between the people that relate to and with us. 
One of the very cores of marketing is the Influence, our capability to influence others to make decisions. Leer Influencia: Robert B. Cialdini. 
Social media is the channel for communication that is many way social. Not like the classic media, that is one way mainly (TV, newspapers, etc).
Social media has transformed a lot of things. Not only a lot of aspects of our life, but also markets. 
Ver trendigital.cl para investigaciones políticas en redes sociales, con efectos y análisis. 
22/08/17
ICL: Time Jobs.
Companies willing to contract people for part time jobs. Like a social page for finding and offering jobs. 
ICL: LinkedIn
Is a professional media, to get and offer jobs through the platform. 
ICL: Reddit. 
American social news agregation and discussion website. 8th most visited website in the world. The main language in the website is english, about any imaginable topic. 
The comments are often the best part of the content found in the page, because they have humor and a lot of information. 
Companies can use Reddit as a part of a marketing plan by interacting with the users and getting their opinion, or target specific consumer segments. 
ICL: Social Network Analysisor Network Maps. 
Processing data downloaded from social media pages. 
All of these topics were about mapping in social media and websites that makes maps about people and connect them. 
There´s a theme about the reputation economy, in terms of recommendations and things like that. 
Communities are about identity (us vs them). The public just use the brand name as a signifier, an affordance that social media gives us to link between people with something in common. 
There´s a process related to learning of how to become a member. 
Communities are part of selling experiences to the consumers, we offer something else besides the product to the people, so we can get them to be more loyal to our catalogue of goods. 
Communities are important because they can offer experience to the customer, community members are more loyal, you can do market research and get to know your clients, word of mouth, awareness, promotion, reduce costs in consumer service, product develepment, etc…
Think about examples about communities: X axis is concentration, Y axis is orientation. 
24/08/2012
ICL: 
· Contests on SM (Facebook mainly)
· Gamification for branding and marketing strategies.
· Community management (see agorapulse, hotsuit and others).
Continuing: Communities (last class).
Communities can be hosted in different types of SM pages and websites.
Women talk is an interesting example of community to have in mind. 
Sometimes communities just emerge from insignificant things, like a simple photograph. 
The execution really matters, there´s has to be a connection between the companie´s cores values and the way they express them. 
**Review the SMART goals**
Engagement: ratio of (Nº of “actions” you get) / (Nº of followers). The average is a 2% (is a good engagement rate). 
Is more and more difficult to get organically growing engagement (“for free”). 
Sometimes is fleeding, it gets to a point that it no longer motivates people. 
Is an important motivator of the benefits of SM, like loyalty. 
Some people are more promt to engage than others. 
To atract to a comunnity we need every kind of person: devoted, insiders, new (novatos) and minglers. 
Practice to support communities: 
· Social network: wellcoming new members. 
· Etc…
29/08/2017
Doing conceptual mapping can help us locate ourselves in wich part of the course we are. We have to add everything we´ve learned to that map. 
The case for the test is going to be abot Lady Gaga and her use of Social Media. Good idea to follow and investigate her. 
Two really important issues in the reading of Netnography were context and culture. 
The term of culture in Social Media relates to the concept of “tribes”. Consumers get together in tribes, and marketing is a group of consumers. They have particular cultures and relate to each other in specific ways, they know how to become a member of the culture, know who is in and who is out, they can see the boundaries, they communicate in certain forms, etc…
Always when we do Social Media Marketing we need to keep the “context” in mind. 
We need to keep info in context, and with Netnography we can keep it in culture. What do people do in every daily basis. 
Social Media Monitoring webs: 
· Pin Alerts. 
· Sharecount. 
· Little Bird. 
· Buzz Sumo. 
· https://www.brandwatch.com/blog/top-10-free-social-media-monitoring-tools/
· Sprout Social. 
· Iconosquare (for Instagram). 
· Instafollow. 
· Crowfire. 
These tools can help us to get the low hanging fruits in Social Media. But Netnography can help us to get to the up hanging and sweetest fruits. 
The etnographer wants to learn so much about a certain culture that he becomes part of it. But its easy to get carried on and forget that this is systematic and objective. So there are some tools: 
· Field notes, like a Moleskine notepad. We need to write our assumptions beforehand starting the investigation. We need to write everything during the investigation. Write everything you think and do. 
· Ethnocentrist, we see the world from our culture perspective, so we need to see it from the other cultures perspective. 
· We need to become a “lurker”, observe everything. 
But the key instrumet here is you, the person that process the information and observe. 
Difference between Netnography and Data Mining: culture, the idea of participating is to know how to they behave and feel on the daily basis. 
Netnography can be mixed or combined with cuantitative methods and a lot of other methods, to get the best of both wolrds (cualitative and cuantitative). 
Social Media motiring tools are there to be used. 
Terms of culture and context. Focus in Netnography and other solutions are available. 
31/08/2017
ICL: 
· Media Monitoring: trending topics and how tu use them wisely. Get ahead of big events, advertise fast and link your brand with an specific trending topic. You can get up to $200.000 for becoming a trending topic. 
Tools to process and coding info:
· Dedoose. 
Comparissons, codification, verification and generalization. Last, interpretation (hermeneutics).
We need to upload media to process it. 
12/09/2017
ICL: 
· Snapchat and Ephemeral Messaging: ephemeral marketing is on the rise. 
· Spotify. 
· Why we post: social media through the eyes of the world.
· Worldpackers.
14/09/2017
ICL: 
· Hashtags.
· Twitter and Free Speech: analize info with “Sentiment Viz”. As a brand you can know the other interests of your consumers, by watching what they post. Free Speech: Ted Talk of Twitter. 
· Net Neutrality: the treatmentfor the info in the internet and the speed that it uploads. 
· Location-Based Social Media: Foursquare and Swarm. IMS for learning how to advertise on some SM platforms. 
21/09/2017
In SM Marketing a lot of answers we are going to get are: “it depends”. In the specific case of trolls in SM Marketing, the strategy or tool we need depends on the specific case of our brand is being troll. And the fact that the troll is good or bad (generates rejection or laugh) depends on the context and what is being said. 
Target case: a fake account was trolling customers and not the brand. What should Target do? Target did an official statement saying that specific account (Ask ForHelp) wasn´t theirs and they would provide a personal and direct channel for customer help. 
Finally Target did well and didn´t affected their bottom line. 
Tools for dealing with a troll: 
· Don´t block. 
· Use humor. 
· Ignore them. 
· Dennounce/unmask them. 
· Official statement. 
· Response with facts. 
Different meanings: every word has ambiguous meanings. So we can´t know directly if a comment is customer complaint or trolling. Just as we need to be carefull with our posts as brand (every thing can have between the lines meanings: Vileda and “my husband mops the floor with me and I love it”). 
Molson Canadian case, Cold Shot campaign: University perpective for photos of partys being shared in social media. Was a failure of implementation or as a social media marketing tool? 
Implementation matters and can really make the difference in what is beign advertised. 
*Remember to always keep in mind the core values of the company for the campaings we do and the things we advertise* And also think about all of the stakeholders. 
Social Media can have a very large “fire spreading” potential, so we need to think twice. 
26/09/2017
ICL: 
· Making Of (your business partner): they help several apps and companies like Izit (advertising partner for brands). 
· Celebrity branding. 
Cultural Branding on SMM
Brands succeed when they break through culture. 
Class case for Chile: 
Map the cultural orthodoxy: think about the values of chilean culture, lets work with one segment (Mothers). Work with magazines. 
Concepts:
· Omnipresent
· Vanity/Looks
· Affectionate
· Tough
· Body Concerns
· There´s something about thereself and image to the exterior
· Guilt for work and leaving children
· Devoted and trying to be the best mother
· Powerful (Queen of England)
· Religious
28/09/2017
ICL:
· Zomato: food review with two sides, the customers and restaurant owners.
· Airbnb: home and experiences hosting. 
· Uber: transport platform. 
· Tripadvisor: helps travellers to get the full potential of their trip. 
Class case: Mother Ideology for the Future.
3/10/2017
Falta esta clase
5/10/2017
Key Takeaways
1. Stepps. 
2. Link between online and offline actions in strategy.
3. Story Telling. 
4. 70% Risk Free. 20% Innovative. 10% Big Risks. 
5. Coca Cola´s failure. 
Strategy in SMM
These are not pure strategys, we commonly see combinations between them. 
1. Brand Maintenance: commodities and some BtoB companies. 
2. Community building: where the brand becomes a connector, where social media comes in. Brands that could benefit from this are Lady Gaga (she supports herself by the “Gaga Club”), Harley Davidson, Airbnb, Melissa shoes. 
3. Influencer-based: Everything what the brand does it will be by influencers. Small business, new brands, when people need to be conviced about something this can be a good strategy. We need to know who are the influencers in our market. 
4. Opinion Leader/Information Leadership/Idea: DIY videos or blogs that answer frequent questions. Google in augmented reality, Tesla in electric cars, Amazon in retail and web services. 
5. Creativity+Novelty=Big Splash! : It can be for a limited time, but you make your statement. WOM was a Big Splash when they entered to the chilean market. 
10/10/2017
ICL:
· Influencers-Fitness.
· Yoga Woman: influencer. 
· Pinterest. 
· Bots: fakeness on Instagram. Good tool: “social upgrade”.
· Influencers: Instagram. Measure performance: Sprout Social. 
Important concepts (Warm Up 8): 
· Authenticity. 
· Capital (cultural, field specific, social). 
· Taste. 
· Distinction. 
31/10/2017
Traditional Metrics: 
For analizing impact and success
· Reach
· Frecuency
· Relative Pull
· Website Stickness
· Clickthroughs
· Sales Conversions
But how do we consider return on investment when analizing the impact of a social media campaign?
We have to measure not only the investment of the company, but also the investment that the consumer makes (time, network, social currency), they are also making investments. 
The answer to return on investment in social media campaigns is not going to be only in social media. Because of that, we have to use traditional metrics (like surveys) to be able to measure the impact. 
Difference between measure and metrics. 
Measure: number of views. 
Metric: if the number of views reaches certain number. We need to have a benchmark in order to define a metric. 
If we tie it to a organizational goals and objectives=KPI´s. 
Customers interactions (in order of importance):
· Awareness
· Participation
· Engagement
· Advocacy: they “work” for the brand, they diseminate it, they become collaborators. 
There´s 5 tipes of SM objectives: 
· Listening: gathering info (quantity and quality of insights).
· Talking: Who and how many people is talking back, and the impact of our brand. 
· Energizing: selling the product. 
· Supporting: buildind the brand. 
· Embracing: tutorial product development. 
How to include metrics in your marketing plan?
· Define: the results the plan must achieve. 
· Asses: costs and potential for the campaign. 
· Track: collect and organize the info. 
· Adjust: metrics to optimize future results. 
There are several platforms to analize the info produced in social media, but no one can offer the thinking, the planning. That´s where we have to play our part. 
Mastercard case
The key is making people want to have this card and not another. 
It´s a pull business. 
Marketing 3.0 Data driven 4.0, it´s human, not only data based. 
It was very important to move from storytelling to storymaking. 
Campaign goals:
· Reposition the brand from “the best way to pay” to “priceless emotions”. 
· Awareness, more people need to know about the brand, visibility. 
· Increase transactions. 
Metrics: 
· Views, shares, likes, comments on the video. Reach. 
· Entries to the contest. Stories shared.
· After the emotion video (friends getting together), we need to measure the views again: engagement. 
To observe if it repositioned or not: 
· Number of transactions
· Interest in the card. 
· Issued cards. 
· Surveys for attitude. 
· Comments. 
· Add. Benefits. 
Homework: 
Do this in our plan: metrics, measure, etc. 
2/11/2017
ICL:
· Customer service.
· Advertising on Internet and SM: the most powerful tools are provided by Google. 
· SocialBakers.
For teamproject: we can see the stats of the main leaders of the market and use them as a benchmark.
7/11/2017
ICL:
· SM and Politics. 
· Legislation in SM Marketing. 
· Fake News. 
· Are blogs dead?
· Ethics in SMM. 
Ethics in SMM
Is really important to have a marketing policy and specified actions. You have to know what to do. Every company that is solid in SM marketing have a policy. 
Use common sense. 
We should have an expert to ask in case we are not sure to do. 
Ethics is a really thin line. Usually that line depends on personal values. 
The moment we are representing a business, we are representing the values of every organization member, so the image is connected. One final line can be to not hurt people when developing marketing tactics. 
**Search: conversation prism 5.0**
Probably SM marketing will become one on one marketing, consumers connecting with one another. 
9/11/2017
ICL:
· Loans (Kiva).
· Clothe sales (Prilov). 
LEM: Lateral Exchange Markets

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