Social media marketing is the use of social media platforms and websites to promote products or services. Although the terms e-marketing and digital marketing are still dominant in the academic world, social media marketing is becoming more popular for practitioners and researchers. Most social media platforms have built-in data analytics tools, which allow companies to track the progress, success, and engagement of ad campaigns. The company handles multiple stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. At the strategic level, social media marketing includes management of marketing campaigns, governance, regulatory coverage (eg more active or passive use) and the formation of the "culture" and "tone" of social media the company desires.
When using social media marketing, companies can enable customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as "acquired media", rather than using advertising copies prepared by marketers.
Video Social media marketing
Platform
Situs web jaringan sosial
Social networking sites allow individuals, businesses, and other organizations to interact with each other and build relationships and communities online. When companies join these social channels, consumers can interact with them directly. Such interactions can be more personal to the user than traditional marketing and outbound marketing methods. Social networking sites act as word of mouth or more precisely, e-word of mouth. The ability of the Internet to reach billions around the world has provided powerful online voice words and far reach. The ability to rapidly change the purchasing patterns and the acquisition of products and services and activities to a growing number of consumers is defined as a network of influences. Social networking sites and blogs allow followers to "retweet" or "post" comments made by others about the product being promoted, which is quite common in some social media sites. By repeating the message, the user's connection can see the message, reaching more people. Because information about the product is laid out there and the more it repeats, more traffic is brought to the product/company.
Social networking sites are based on building virtual communities that allow consumers to express their needs, desires, and values ​​online. Social media marketing then connects consumers and viewers to businesses that have the same needs, desires, and values. Through social networking sites, companies can stay in touch with individual followers. This personal interaction can instill a sense of loyalty to followers and potential customers. Also, by choosing who to follow on these sites, the product can reach a very narrow audience target. Social networking sites also include a wealth of information about what products and services a prospective client might want. Through the use of new semantic analysis technology, marketers can detect purchase signals, such as content shared by people and queries posted online. An understanding of the purchase signals can help sales staff target relevant leads and marketers running micro-targeted campaigns.
By 2014, more than 80% of business executives identify social media as an integral part of their business. Business retailers have seen an 133% increase in their revenue from social media marketing.
Mobile
More than three billion people worldwide are active on the Internet. Over the years, the internet is constantly gaining more users, jumping from 738 million in 2000 to 3.2 billion by 2015. About 81% of the current population in the United States has some kind of social media profile they use. often.. Mobile phone use is useful for social media marketing because mobile phones have social networking capabilities, allowing individuals to access the web quickly and access to social networking sites. Mobile phones have grown rapidly, fundamentally changing the path-to-purchase process by allowing consumers to easily obtain pricing and product information in real time and allowing the company to keep reminding and updating their followers. Many companies now place QR codes (Quick Response) along with products for individuals to access corporate websites or online services with their smart phones. Resellers use QR codes to facilitate consumer interaction with brands by linking code to brand websites, promotions, product information or other mobile-enabled content. In addition, the use of real time offers in the high-end mobile advertising industry is increasing because of its value for web browsing on the go. As of 2012, Nexage, the real-time bidder in mobile advertising, reported a 37% monthly revenue increase. Adfonic, another mobile ad publishing platform, reported a 22 billion increase in ad requests in the same year.
Mobile devices have become increasingly popular, of which 5.7 billion people use them worldwide, and this has played a role in the way consumers interact with the media and has many more implications for TV ratings, advertising, mobile commerce, and more. Mobile media consumption like mobile audio or mobile video streams is on the rise - in the United States, more than 100 million users are projected to access online video content via mobile devices. Mobile video revenue consists of pay-per-view, advertising, and subscription downloads. By 2013, the penetration of mobile internet users worldwide is 73.4%. By 2017, figures show that over 90% of Internet users will access online content via their phone.
Maps Social media marketing
Strategy
There are two basic strategies for engaging social media as a marketing tool:
Passive Approach
Social media can be a useful source of market information and a way to hear customer perspectives. Blogs, content communities, and forums are platforms where individuals share their reviews and brand recommendations, products, and services. Businesses can utilize and analyze customer votes and feedback generated on social media for marketing purposes; in this sense social media is a relatively inexpensive source of market intelligence that marketers and managers can use to track and respond to issues that consumers identify and detect market opportunities. For example, the internet erupts with video and iPhone images 6 "curved test" which indicates that the coveted mobile phone can be bent by hand pressure. The controversy called "bend gate" creates confusion among customers who have been waiting for months for the launch of the latest rendition of the iPhone. However, Apple immediately issued a statement saying that the problem is very rare and that the company has taken some steps to make the case of mobile devices more powerful and strong. Unlike traditional market research methods such as surveys, focus groups, and time-consuming and costly data mining, and which take weeks or even months to analyze, marketers can use social media to get 'live' or 'time information real "consumer behavior and point of view on a company's brand or product. This can be useful in highly dynamic, competitive, fast, and global markets in the 2010s.
Active Approach
Social media can be used not only as a public relations tool and direct marketing but also as a communication channel targeting very specific audiences with influencers of social media and social media personality and as an effective customer engagement tool. Technologies that precede social media, such as TV broadcasts and newspapers can also provide advertisers with targeted audiences, given that ads placed during sports or sports broadcasts from newspapers are likely to be read by sports fans. However, social media websites can target niche markets more precisely. By using digital tools such as Google Adsense, advertisers can target their ads to very specific demographics, such as people interested in social entrepreneurship, political activism associated with a particular political party or video game. Google Adsense does this by searching for keywords in online social media posts and comments. It would be difficult for a TV station or paper-based newspaper to provide this targeted advertisement (though not impossible, as can be seen with the "special problem" section of specific issues that can be used by newspapers to sell targeted ads).
Social networks, in many cases, are seen as a great tool to avoid expensive market research. They are known to provide a short, quick, and direct way to reach an audience through a well-known person. For example, an athlete backed by a sporting goods company also brings their support base from millions of people interested in what they do or how they play and now they want to be part of this athlete through their support with the company's specialty. At one point consumers will visit the store to view their products with famous athletes, but now you can see famous athletes, like Cristiano Ronaldo, the latest online outfit with the click of a button. He adverts them to you directly through his Twitter, Instagram, and FaceBook accounts.
Facebook and LinkedIn lead social media platforms where users can perform hyper-targets on their ads. Hipertargeting not only uses public profile information but also the information that the user submits but hides from others. There are several examples of companies that initiate some form of online dialogue with the public to foster relationships with customers. According to Constantinides, Lorenzo and GÃÆ'³mez Borja (2008) "Business executives such as Jonathan Swartz, President and CEO of Sun Microsystems, Steve Jobs CEO of Apple Computers, and McDonalds Vice President Bob Langert post regularly on their CEO's blog, encouraging customers to interact and freely express feelings, ideas, suggestions, or comments about their postings, companies or products ". Using influencer customers (eg popular bloggers) can be a very efficient and cost-effective method of launching new products or services Among the political leaders in the office, Prime Minister Narendra Modi has the highest number of followers at 40 million, and President Donald Trump ranks second with 25 million followers. Modi uses social media platforms to avoid traditional media channels to reach young and urban populations in India that are estimated at 200 million.
Engagement
In the context of social networking, engagement means that customers and stakeholders, such as consumer advocacy groups and groups that criticize companies (eg, lobby groups or advocacy organizations) are active participants rather than passive viewers. The use of social media in a business or political context enables all consumers/citizens to express and share opinions about a company's products, services or business practices, or government actions. Any participating or non-subscribing customer (or citizen) participating online through social media becomes part of the marketing department (or challenge for marketing efforts), as other customers read their positive or negative comments or reviews. Getting consumers and potential customers (or citizens) to engage online is the foundation for successful social media marketing. With the advent of social media marketing, it has become increasingly important to gain customer interest in products and services, which can eventually translate into buying behavior (or choose or contribute behavior in a political context). A new online marketing concept of engagement and loyalty has emerged that aims to build customer participation and brand reputation.
Involvement in social media for the purpose of social media strategy is divided into two parts. The first is proactive, regular posts of new online content (digital photos, digital video, text) and conversations, as well as sharing content and information from others via web links. The second part is reactive conversation with social media users who respond to those who reach your social media profile through comments or messages. Traditional media such as TV news events are limited to one-way interactions with customers or 'push and tell' where only specific information is provided to customers with little or limited mechanism to get customer feedback. Traditional media such as paper newspapers, of course, give readers the option of sending a letter to the editor, but this is a relatively slow process, because the editorial board should review the letter and decide if it is appropriate for publication. On the other hand, social media is participatory and open, as participants can directly share their views on brands, products, and services. Traditional media provide control of messages to marketers, while social media shifts the balance to consumers (or citizens).
Campaign
Betty White
Social networking sites can have a big impact on event results. In 2010, Facebook's campaign came in the form of a petition. Users virtually signed a petition requesting NBC Universal to have Betty White's actress Saturday Night Live. Once signed, users forward the petition to all of their followers. The petition became viral and on May 8, 2010, Betty White hosted the SNL .
US presidential elections 2008
The 2008 US presidential campaign has a large presence on social networking sites. Barack Obama, a virtually unknown Democratic candidate, used 15 different social media sites to form relationships with millions of Americans using the network. Their social networking profile page is constantly updated and interacts with followers. At the end of his campaign, Obama has 5 million supporters of social media networks (2.5 million on Facebook and 115,000 on Twitter). The use of social networking sites in its marketing campaigns gives Barack Obama access campaigns to e-mail addresses, as posted on the social network profile page. This allows the Democratic Party to launch e-mail campaigns that request voice and campaign donations.
Local business
Small businesses also use social networking sites as promotional techniques. Businesses can follow the use of social networking sites in the local area and advertise special offers and offers. This can be exclusive and in the form of "get a free drink with a copy of this tweet". This type of message encourages other locals to follow the business on the site to get a promotional deal. In the process, the business is getting more visible and promoting itself (brand visibility).
Small businesses also use social networking sites to develop their own market research about new products and services. By encouraging their customers to provide feedback on new product ideas, businesses can gain valuable insight into whether a product is acceptable to their target market enough to get full production, or not. In addition, customers will feel the company has engaged them in the co-creation process - a process in which a business uses customer feedback to create or modify a product or service that fills the needs of the target market. Such feedback can come in many forms, such as surveys, contests, polls, etc.
Social networking sites like LinkedIn, also provide opportunities for small businesses to find candidates to fill staff positions.
Of course, reviewing sites, such as Yelp, also helps small businesses to build their reputation beyond just brand visibility. Positive customer reviews help influence new leads to buy more goods and services from company ads.
Kony 2012
Short film released on March 5, 2012 by the humanitarian group Invisible Children, Inc. The 29-minute video aims to make Joseph Kony, a fugitive International Criminal Court, famous worldwide for support for his capture in December 2012 - the time when the campaign ended. The video became viral within the first six days after its release, reaching 100 million views on YouTube and Vimeo. According to research conducted by Visible Measures, short film Kony 2012 became the fastest growing video campaign, and most viral videos, reaching 100 million views in 6 days followed by Susan Boyle's performance in Britain's Got Talent which reached 70 million views in 6 days.
Nike #MakeItCount
In early 2012, Nike introduced the social media campaign Make It Count. The campaign started with YouTubers Casey Neistat and Max Joseph launched a YouTube video, where they traveled 34,000 miles to visit 16 cities in 13 countries. They are promoting the #makeitcount hashtag, which millions of consumers share through Twitter and Instagram by uploading photos and sending tweets. YouTube Video #MakeItCount became viral and Nike saw an 18% profit increase in 2012, the year the product was released.
Goals and tactics
One of the main purposes of using social media in marketing is as a communication tool that makes the company accessible to those who are interested in their products and makes them visible to those without knowledge of their products. These companies use social media to create a buzz, and learn from and target customers. This is the only form of marketing that can reach consumers at every stage of consumer decision making. Marketing through social media also has other benefits. Of the top 10 factors that correlate with strong Google organic search, seven rely on social media. This means that if the brand is less or inactive on social media, brands tend to appear less frequently in Google search. Although platforms like Twitter, Facebook and Google have a larger number of monthly users, the visual media-based visual sharing platform, however, garnered a higher level of interaction in comparison and has recorded the fastest growth and has changed the way in which consumers engage with branded content. Instagram has an interaction rate of 1.46% with an average of 130 million users each month compared to Twitter which has a 0.03% interaction rate with an average of 210 million monthly users. Unlike traditional media that are often costly for many companies, social media strategies do not require astronomical budgeting.
For this purpose, companies use platforms like Facebook, Twitter, YouTube and Instagram to reach a much broader audience than through the use of traditional print/TV/radio ads themselves at a smaller cost, as most social networking sites can be used with little or no at no cost (however, some websites charge companies for premium services). This has changed the way companies approach to interact with customers, because a large percentage of consumer interaction is now being made through an online platform with much higher visibility. Customers can now post product and service reviews, assess customer service, and ask questions or voice concerns directly to the company via the social media platform. According to Measuring Success , over 80% of consumers use the web to research products and services. So social media marketing is also used by businesses to build trust relationships with consumers. To this end, companies can also hire personnel to specifically address these social media interactions, which usually report under the title of an online community manager. Handling these interactions in a satisfactory manner can result in an increase in consumer confidence. For this purpose and to improve public perception of a company, 3 steps are taken to address consumer problems, identify social chat levels, involve influencers to help, and develop proportional responses.
Twitter allows companies to promote their products in short messages known as limited tweets of up to 140 characters that appear in the 'Home timeline' followers. Tweets can contain text, Hashtag, photo, video, Animated GIF, Emoji, or links to other product and social media profiles websites, etc. Twitter is also used by companies to provide customer service. Some companies provide 24/7 support and respond quickly, thus increasing brand loyalty and appreciation.
The Facebook page is much more detailed than the Twitter account. They allow a product to provide longer videos, photos and descriptions, and testimonials as other followers can comment on the product page for others to see. Facebook can link back to the product's Twitter page and send event reminders. As of May 2015, 93% of business marketers use Facebook to promote their brand. A study from 2011 linked 84% "engagement" or clicks to Likes that linked back to Facebook advertising. By 2014, Facebook has limited published content from business pages and brands. Adjustments in the Facebook algorithm have reduced audiences for non-paid business pages (which have at least 500,000 "Likes") from 16% in 2012 to 2% in February 2014.
LinkedIn, a professional business-related networking site, allows companies to create professional profiles for themselves as well as their businesses to network and meet others. Through the use of widgets, members can promote their various social networking activities, such as Twitter streams or blog posts from their product pages, to their LinkedIn profile page. LinkedIn provides its members the opportunity to generate sales prospects and business partners. Members can use "Company Pages" similar to Facebook pages to create areas that will allow business owners to promote their products or services and can interact with their customers. Due to the spread of spam mails sent to job seekers, leading companies prefer to use LinkedIn for employee recruitment instead using different job portals. In addition, the company has voiced preference for the amount of information that can be retrieved from LinkedIn profiles, compared to the limited email.
WhatsApp was founded by Jan Koum and Brian Acton.WhatsApp joins Facebook in 2014, but continues to operate as a separate app with laser focus in building fast and reliable messaging services anywhere in the world. AppApp started as an alternative to SMS. Whatsapp now supports sending and receiving of various media including text, photos, videos, documents, and locations, as well as voice calls. Whatsapp messages and calls are guaranteed with end-to-end encryption, which means that no third parties including WhatsApp can read or listen to it. Whatsapp has a customer base of 1 billion people in over 180 countries. This is used to send personalized promotional messages to each customer. It has many advantages over SMS that include the ability to track how Message Broadcasts Work using the blue check option in Whatsapp. This allows message delivery to Do Not Disturb (DND) customers. Whatsapp is also used to send a series of mass messages to targeted subscribers using the broadcast option. Companies are starting to use this for the most part because it is a cost effective promotional option and quick to spread the message. However, Whatsapp does not allow businesses to place ads on their apps.
Yelp
Yelp consists of a comprehensive online business profile index. Businesses can be searched by location, similar to Yellow Pages. This website operates in seven different countries, including the United States and Canada. Business account holders are allowed to create, share and edit business profiles. They can post information such as business locations, contact information, pictures, and service information. The website further allows individuals to write, post reviews about the business, and score on a five-point scale. More messaging and speech features are available to the general members of the website, which serve to guide thoughts and opinions.
As of May 2014, Instagram has over 200 million users. Instagram user engagement rate is 15 times higher than Facebook and 25 times higher than Twitter. According to Scott Galloway, founder of L2 and a professor of marketing at Stern School of Business of New York University, the latest study estimates that 93% of prestige brands have an active presence in Instagram and include it in their marketing mix. When it comes to brands and businesses, Instagram's goal is to help companies reach their audiences through captivating imagery in a rich visual environment. In addition, Instagram provides a platform where users and companies can communicate publicly and directly, making it an ideal platform for companies to connect with their current and potential customers.
Many brands are now heavily using this mobile app to improve their marketing strategy. Instagram can be used to gain the momentum necessary to capture the attention of market segments that have an interest in product offerings or services. Because Instagram is supported by Apple and the android system, Instagram can be easily accessed by smartphone users. In addition, it can be accessed by internet as well. Thus, marketers see it as a potential platform to expand their brand exposure to the public, especially the younger target group. On top of this, marketers not only use social media for traditional Internet advertising, but they also encourage users to create attention for a particular brand. This generally creates opportunities for greater brand exposure. In addition, marketers also use platforms to encourage social shopping and inspire people to collect and share photos of their favorite products. Many big names have soared: Starbucks, MTV, Nike, Marc Jacobs, and Red Bull are some examples of multinational companies that adopt mobile photo apps much earlier. Fashion blogger Danielle Bernstein, who uses @weworewhat on Instagram, collaborated with Harper's Bazaar to do a section on how brands use Instagram to market their products, and how bloggers make money from them. Bernstein, who currently has one and a half million followers on Instagram, and the "outfit of the day" photo on Snapchat earned tens of thousands of screenshots, explaining that for many sponsored posts, he should display certain brands of posts, and often can not wear competitor products in the same image. According to Harper's Bazaar, industry estimates say that brands spend more than $ 1 billion per year on consumer-generated advertising. Instagram founder Kevin Systrom even went to Paris Fashion week, went to couture events and met with designers to learn more about how blogger styles, editors, and designers currently dominate a lot of content in their apps.
Instagram has proven itself as a powerful platform for marketers to reach their customers and prospects through sharing images and short messages. According to a study by Simply Measured, 71% of the largest brands in the world now use Instagram as a marketing channel. For companies, Instagram can be used as a tool to connect and communicate with current and prospective customers. Companies can present a more personal picture of their brand, and thus the company conveys a better and true picture of himself. The idea of ​​Instagram pictures lies everywhere, the feeling that the event is happening now, and it adds another layer to the personal and accurate picture of the company. In fact, Thomas Rankin, co-founder and CEO of the Dash Hudson program, stated that when he agreed to post Instagram bloggers before posting on behalf of the brand represented by his company, his only negative feedback is if it looks too posing.. "This is not an editorial image," he explains, "we're not trying to be a magazine, we're trying to create a moment." Another option Instagram provides an opportunity for the company to reflect the true picture of the brand from a customer perspective, for example, using user-generated content that considers hashtags drives. In addition to filter and hashtags functionality, a 15-second Instagram video and recently added capability to send private messages between users has opened new opportunities for brands to connect with customers at a new level, further promoting effective marketing on Instagram.
Snapchat
Snapchat is a popular message and image exchange application created in 2011 by three students at Stanford University named Evan Spiegel, Bobby Murphy, and Reggie Brown. This app was first developed to allow users to post back and forth messages and also send photos that are only available from 1-10 seconds until they are no longer available. This app became an instant hit with members of social media and currently there are up to 158 million people using snapchats every day. It is also estimated that Snapchat users open apps about 18 times per day, which means users are in the app for about 25-30 minutes per day.
YouTube
YouTube is another popular avenue; advertising is done in a way that suits the target audience. The type of language used in the ads and the ideas used to promote the product reflect the style and tastes of the audience. Additionally, ads on this platform are usually in line with the requested video content, this is another advantage that YouTube provides to advertisers. Certain ads are presented with a particular video because the content is relevant. Promotional opportunities such as sponsoring videos are also possible on YouTube, "for example, a user looking for a YouTube video about dog training can be presented with a sponsored video from a dog toy company in the proceeds along with other videos." YouTube also allows publishers to earn money through their YouTube Partner Program. Companies can pay YouTube for a specific "channel" that promotes a company's product or service.
Social bookmarking site
Websites like Delicious, Digg, Slashdot, Diigo, Stumbleupon, and Reddit are popular social bookmarking sites used in social media promotion. Each of these sites is dedicated to collecting, curating, and organizing links to other websites that are considered good quality users. The process is "crowdsourced", which allows members of amateur social media networks to sort and prioritize links based on relevance and general categories. Due to the large user base of this website, any links from one of them to another website, smaller websites can be in the flash crowd, sudden spikes in interest on the target website. In addition to user-generated promotions, these sites also offer ads in individual user communities and categories. Because ads can be placed in a defined community with a very specific target audience and demographic, they have a much greater potential for generating traffic than the ads selected only through cookies and browser history. Additionally, some of these websites have also implemented steps to make advertising more relevant to users by allowing users to choose what will be displayed on the pages they often choose. The ability to drive large volumes of web traffic and target specific and relevant audiences makes social bookmarking sites a valuable asset for social media marketers.
Blog
Platforms like LinkedIn create an environment for companies and clients to connect online. Companies that recognize the need for information, originality/and accessibility use blogs to make their products popular and unique/and ultimately reach consumers who know the secrets of social media. Studies from 2009 show that consumers see coverage in the media or from bloggers as more neutral and credible than print ads, which are not considered free or independent. Blogs allow the product or company to provide a longer product or service description, can include testimonials and can link to and from other social networks and blog pages. Blogs can be updated frequently and promotional techniques to retain customers, as well as to gain followers and customers who can then be redirected to social networking pages. An online community can allow businesses to reach clients from other businesses using the platform. To enable companies to gauge their standing in the corporate world, the site allows employees to place their company's evaluations. Some businesses choose not to integrate social media platforms into their traditional marketing regimen. There are also certain enterprise standards that apply when interacting online. To sustain profits in a consumer-business relationship, a business must be aware of four key assets that consumers retain: information, engagement, community, and control.
Tumblr
The Tumblr blogging website first launched its ad product on May 29, 2012. Instead of relying on simple banner ads, Tumblr requires advertisers to create Tumblr blogs so content from those blogs can be displayed on the site. Within a year, four original ad formats were created on the web and mobile, and had over 100 brands advertising on Tumblr with 500 cumulatively sponsored posts.
Ad formats
- Sponsored mobile pPost - Advertisements (Advertiser blog posts) will appear on the users Dashboard when users use mobile devices like smartphones and tablets, allowing them to like, reblog and share posts sponsored.
- Sponsored web messages - "The largest in-stream ad unit on the web" that catches the user's attention when viewing their Dashboard via their computer or laptop. It also lets viewers like, reboot, and share them.
- Radar sponsored - Radar picks up a remarkable post from the entire Tumblr community based on their originality and creativity. It's placed on the right side next to the Dashboard, and typically generates 120 million daily impressions. Sponsored radar allows advertisers to place their posts there to get a chance to get new followers, reblog, and likes.
- Sponsored highlights - Highlights are directories of some popular blogs across the community and places where users can find new blogs to follow. Advertisers can choose one category out of the fifty categories they can list there.
This post can be one or more of the following: images, photo sets, animated GIFs, video, audio, and text postings. For users to differentiate postings that are promoted to regular user posts, promoted posts have a dollar symbol in the corner. On May 6, 2014, Tumblr announced the adjustment and use of mobile apps for advertising brands.
Ad campaigns
- Disney/Pixar's Monsters University : Creating a Tumblr account, MUGrumblr, says that the account is managed by 'Monstropolis transplant' and 'self-diagnosis of coffee addicts' who is currently a second-year student at Monsters University. A "student" from Monsters University uploaded memes, animated GIFs, and Instagram-like photos associated with sequel films.
- Apple iPhone 5c: Create a Tumblr page, label it "Every color has a story" with the website name: "ISee5c". As soon as you visit this website, the page is covered with a different color representing the iPhone 5c phone color and case color. When you click on one colored section, a 15-second video plays the song and "shows the dots displayed on the back of the official iPhone 5c case and on the iOS 7 dynamic wallpaper...", ending with words related to the video theme.
Marketing techniques
Social media marketing involves the use of social networks, consumer-related online activities (COBRA) and word of mouth (eWOM) successfully advertising online. Social networks like Facebook and Twitter give advertisers information about their likes and dislikes. This technique is very important, as it provides businesses with "target audience". With social networks, information relevant to user preferences is available to businesses; which then advertise accordingly. Activities like uploading images "Your new Converse shoes to Facebook" are examples of COBRA . Electronic recommendations and ratings are a convenient way to have products promoted through "consumer-to-consumer interactions." Examples from eWOM will be an online hotel review: hotel companies can have two possible outcomes based on their services. Good services will generate positive reviews that get free hotel advertising through social media.However, poor service will result in negative consumer reviews that could potentially harm the company's reputation.
Social networking sites like Facebook, Instagram, Twitter, MySpace, etc. Everything has affected the buzz of word of mouth. In 1999, Misner said word of mouth marketing was, "the most effective, but least understood, marketing strategy in the world" (Trusov, Bucklin, & Pauwels, 2009, page 3). Through the influence of opinion leaders, the increased "gossip" of "word of mouth" marketing experienced by products, services or companies is due to the increasing use of social media and smartphones. Businesses and marketers have noticed that, "one's behavior is affected by many small groups" (Kotler, Burton, Deans, Brown, & Armstrong, 2013, p.Ã, 189). These small groups revolve around social network accounts run by influential people (opinion leaders or "thinking leaders") who have group followers. The types of groups (followers) are called: reference groups (people who know each other either face-to-face or have an indirect influence on one's attitude or behavior); membership group (one has a direct influence on one's attitudes or behavior); and groups of aspirations (groups that want to belong to someone).
Marketers target influential people in social media who are recognized as opinion leaders and opinion leaders to send messages to their target audience and reinforce the impact of their message. A social media post by an opinion leader can have far greater impact (through postal submission or "liking" posts) than social media posts by regular users. Marketers have come to the understanding that "consumers are more prone to believe in other individuals" whom they trust (Sepp, Liljander, & Gummerus, 2011). OL's and OF's can also send their own messages about the products and services they choose (Fill, Hughes, & De Francesco, 2013, p.Ã, 216). The reason for opinion leaders or formers has a strong following of followers is because their opinions are respected or trusted (Clement, Proppe, & Rott, 2007). They can review products and services to follow them, which can be positive or negative to the brand. OL's and OFs are people who have social status and because of their personality, beliefs, values, etc. Has the potential to influence others (Kotler, Burton, Deans, Brown, & Armstrong, 2013, p.Ã, 189). They usually have a large number of followers or are known as their references, membership or group aspirations (Kotler, Burton, Deans, Brown, & Armstrong, 2013, p.Ã, 189. By having OL or OF supporting brand products by posting a photo , videos or written recommendations on blogs, the following may be influenced and because they trust OL/OF high chance of a brand that sells more products or make the following base.Having OL/OF helps spread word-of-mouth talk between reference groups and/or group membership such as family, friends, co-workers etc. (Kotler, Burton, Dean, Brown, & Armstrong, 2013, p.Ã, 189.) The customized communication model shows usage using opinion leaders and opinion formers, Sender/source gives the message to many, many OL/OF who convey the message along with their personal opinion, the recipient (follower/group) form pen can themselves and send their personal messages to their group (friends, family etc.) (Dahlen, Lange, & amp; Sm ith, 2010, p.Ã, 39).
Social media platforms are channels or other sites that businesses and brands need to master to influence content. Unlike pre-Internet marketing, such as TV commercials and newspaper ads, where marketers control all aspects of advertising, with social media, users are free to post comments right under online advertising or online posts by companies about their products. Companies are increasingly using their social media strategies as part of their traditional marketing efforts using magazines, newspapers, radio ads, television commercials. Since the 2010s, media consumers often use multiple platforms at the same time (for example, surfing the Internet on tablets while watching streaming TV shows), marketing content must be consistent across platforms, be it traditional media or new media. Heath (2006) writes about the extent to which business attention should be given to their social media sites. It's about finding a balance between frequent posts but no more than posts. There is more attention to be paid to social media sites because people need updates to get brand recognition. Therefore, more content is needed and this can often be unplanned content.
Content that is planned begins with a creative/marketing team that generates their ideas, once they have completed their ideas, they send them for approval. There are two common ways to do it. The first is where each sector approves the plan one by one, the editor, the brand, followed by the legal team (Brito, 2013). Sectors may differ depending on the size and business philosophy. The second is where each sector is given 24 hours (or a specified time) to sign or disapprove. If no action is given within a 24-hour period, the original plan is applied. The planned content is often visible to the customer and is not genuine or has no excitement but is also a safer option to avoid unnecessary reactions from the public. Both routes for planned content take time as above; the first way for approval takes 72 hours to be approved. Although the second route can be significantly shorter it also has more risks especially in the legal department.
Unplanned content is the idea of ​​'at the moment', 'spontaneous and tactical reaction.' (Cramer, 2014, p.Ã, 6). Content may become a trend and do not have time to take the route of planned content. Unplanned content is posted sporadically and not the calendar/date/time set (Deshpande, 2014). Problems with unplanned content revolve around legal issues and whether messages sent represent the appropriate business/brand. If a company sends Tweet or Facebook messages in too much of a hurry, the company may inadvertently use language or insensitive messages that can alienate some consumers. For example, celebrity chef Paula Deen was criticized after she made social media posts commenting on HIV-AIDS and South Africa; the message is considered offensive by many observers. The main difference between planned and unplanned is the time to approve the content. Unplanned content must still be approved by the marketing manager, but in a much faster way such as 1-2 hours or less. Sectors may lose mistakes in a hurry. When using unplanned content, Brito (2013) says, "be prepared to be reactive and respond to problems as they arise." Brito (2013) writes about having, "crisis escalation plan", because, "It will happen". The plan involves breaking down problems into topics and classifying problems into groups. Colors that encode potential risks of "identifying and marking potential risks" also help to organize a problem. The problem can then be handled by the correct team and dissolved more effectively than anyone on hand trying to solve the situation.
Implications on traditional ads
Minimize use
Traditional advertising techniques include print and television advertising. The Internet has taken over television as the largest advertising market. Websites often include banners or pop-up ads. Social networking sites do not always have ads. Instead, the product has a whole page and can interact with the user. TV ads often end up with a spokesperson asking viewers to check the product's website for more information. Although briefly popular, print ads include QR codes on them. This QR code can be scanned by mobile phones and computers, sending viewers to product websites. Ads begin to move viewers from traditional outlets to electronic outlets.
While traditional media, such as newspapers and television commercials, are largely overshadowed by the rise of social media marketing, there is still a place for traditional marketing. For example, with newspapers, readers over the years have shown a decline. However, readers with newspapers are still very loyal to the print media only. 51% of newspaper readers only read newspapers in print, making well-placed ads valuable.
Leakage
Internet and social network leakage is one of the problems facing traditional advertising. Video and print ads are often leaked to the world via the internet earlier than scheduled to premiere. Social networking sites allow the leak to become viral, and seen by many users faster. The time difference is also a problem that traditional advertisers face. When social events occur and are broadcast on television, there is often a time lag between broadcasts on the east coast and the west coast of the United States. Social networking sites have become the center of comments and interactions about the event. This allows individuals to watch events on the west coast (time-delayed) to see the results before they go on air. Grammy Awards 2011 highlights this issue. Viewers on the west coast learn to win awards based on comments made on social networking sites by people watching directly on the east coast. Because viewers know who wins, many are tuned out and ranked lower. All the ads and promotions put into the event are lost because viewers have no reason to watch.
Mishaps
Social media marketing provides organizations with a way to connect with their customers. However, organizations must protect their information and observe comments and concerns about the social media they use. A poll conducted in 1225 IT executives from 33 countries revealed that social media accidents caused a combined organization of $ 4.3 million in damages in 2010. The top three social media incidents that the organization faced during the previous year included employees who shared too much information on public forums, loss or disclosure of confidential information, and increased exposure to litigation. Due to the viral nature of the Internet, errors by an employee in some cases have proven to be devastating consequences for the organization. Examples of social media accidents include Kenneth Cole's Twitter crash in 2011. When Kenneth Cole tweeted, "Millions are very upset at #Cairo.Rumors have they heard our new spring collection is now available online on [Kenneth Cole website]". This reference to the Egyptian revolution 2011 draws objections from the public; it's widely objections on the Internet. Kenneth Cole realized his mistake soon afterwards and replied with an apology statement over the tweet.
In 2012 during Hurricane Sandy, Gap sent tweets to followers to keep them safe but encouraged them to shop online and offer free shipping. The tweet was deemed insensitive, and Gap finally took it and apologized. Many examples of additional online marketing incidents are there. Examples include a YouTube video about Domino Pizza employees who violate the health code standards, which became viral on the Internet and subsequently resulted in alleged crimes against two employees. A Twitter hashtag posted by McDonald's in 2012 drew attention because of the many negative complaints and incidents experienced by customers in chain stores; and the 2011 tweet posted by Chrysler Group employees that no one in Detroit knows how to drive. When the REIT Link opens the Facebook page to recommend an old-style restaurant, the page is flooded with angry comments criticizing REIT for forcing many restaurants and shops to shut down; he had to end his campaign early in the midst of further deterioration of his company image.
Ethics
Code of ethics affiliated with traditional marketing can also be applied to social media. However, with such personal and international social media, there is a list of other complications and challenges that come with being ethical online. With the discovery of social media, marketers no longer have to focus solely on basic and psychographical demographics provided from television and magazines, but now they can see what the consumers love from advertisers, how they engage online, and what their needs and desires are. The general concept of being ethical when marking social networking sites is to be honest with the campaign's intentions, avoiding false advertising, aware of the user's privacy conditions (which means not using the personal information of the consumer for profit), respecting the dignity of people in the shared online community , and claim to be responsible for any errors or accidents that result from your marketing campaign. Most social network marketers use websites like Facebook and MySpace to try to drive traffic to other websites. While it is ethical to use social networking websites to spread messages to people who are genuinely interested, many people are playing a system by automatically adding programs and spam messages and bulletins. Social networking sites are wise of these practices, however, and effectively weed out and ban offenders.
In addition, social media platforms have become very conscious of their users and gathered information about their viewers to connect with them in various ways. Facebook Inc's social networking site secretly working on a new advertising system that will allow marketers to target users with advertising based on the vast amounts of information people reveal on sites about themselves. This may be an unethical or ethical feature for some individuals. Some people may react negatively because they believe it is a privacy violation. On the other hand, some individuals can enjoy this feature because their social networks recognize their interests and send them special ads related to those interests. Consumers like to network with people who have interests and desires that are similar to their own. Individuals who agree to have their social media profile public, should be aware that advertisers have the ability to retrieve information that interests them to be able to send them information and advertisements to increase their sales. Managers invest in social media to foster relationships and interact with customers. This is an ethical way for managers to send messages about their advertising and products to their customers.
Because social media marketing first appeared, strategists and marketers are getting smarter and more careful about how they collect information and distribute advertisements. With the presence of data collection companies, there is no longer a need to target specific audiences. This can be seen as a large ethical gray area. For many users, this is a privacy violation, but there is no law preventing these companies from using the information provided on their website. Companies such as Equifax, Inc., TransUnion Corp, and LexisNexis Group thrive to collect and share personal information from social media users. In 2012, Facebook buys information from 70 million households from third-party companies called Datalogix. Facebook later revealed that they are buying information to create more efficient ad services.
Facebook has an estimated 144,270,000 views in 2016, about 12.9 million per month. Despite the high volume of traffic, very little has been done to protect millions of users who go to Facebook and other social media platforms every month. President Barack Obama is trying to work with the Federal Trade Commission (FTC) to try to regulate data mining. He proposed the Privacy Bill of Rights, which would protect the average user from having their personal information downloaded and shared with third party companies. The proposed law will give consumers more control over what information the company can collect. President Obama can not get through most of this law through the congress, and is not sure what President Trump will do with the ethics of social media marketing.
Metrics
Website report
This involves tracking the volume of visits, leads, and customers to a website from individual social channels. Google Analytics is a free tool that shows behavior and other information, such as the demographics and types of devices used, website visitors from social networks. These and other commercial offerings can help marketers in choosing the most effective social networking and social media marketing activities.
Return of investment data
The ultimate goal of any marketing effort is to generate sales. Although social media is a useful marketing tool, it is often difficult to measure the extent to which it contributes to earnings. ROI can be measured by comparing the analytical value of marketing to contact the database or CRM and linking direct marketing efforts to sales activities.
Customer response rate
Some customers turn to social media to express their appreciation or frustration with their brand, product or service. Therefore, marketers can measure the frequency with which customers discuss their brands and assess how effective their SMM strategies are. In a recent study, 72% of people surveyed stated that they were expecting a response to their complaints on Twitter within an hour.
Popular social media such as Facebook, Twitter, LinkedIn, and other social networks can provide marketers with an enormous amount of how large their audience is, however, large audiences may not always translate into large sales volumes. Therefore, effective SMM can not be measured by a large audience but by powerful audience activity such as social stock, re-tweet, etc.
Social Media Marketing in Sports
There is an increase in social media marketing in sports, as teams and sports clubs recognize the importance of maintaining relationships with fans and other viewers through social media. Sports personalities like Cristiano Ronaldo have 40.7 million followers on Twitter and 49.6 million on Instagram, creating opportunities for support.
See also
- Integrated marketing communications
- Internet Marketing
- Marketing
- Social media optimization
- Visual marketing
- Web 2.0
References
External links
- Kang, Juhee (2015). Social media marketing (dissertation). Marketing Journal . Retrieved February 8 2015 .
Source of the article : Wikipedia
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