MKT 300 Jan 28 Lecture Notes
MKT 300 Jan 28 Lecture Notes MKT300
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This 3 page Class Notes was uploaded by Gabbi Oppenheimer on Saturday January 30, 2016. The Class Notes belongs to MKT300 at University of Alabama - Tuscaloosa taught by Joel Strayer in Spring 2016. Since its upload, it has received 40 views. For similar materials see Marketing in Marketing at University of Alabama - Tuscaloosa.
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Date Created: 01/30/16
January 28 social marketing: different forms of electronic communication through which users can create online communities to exchange information, ideas, messages, and other content such as videos or music social media platform: type of software or technology that allows users to build, integrate, or facilitate a community, interaction among users, and user-generated content social media tool: enables users to communicate w/ each other online social networking sites: websites that provide virtual communities for people to share daily activities, post opinions on various topics, etc bookmarking sites: these give people a place to save, organize, and manage links to websites, and other resources on the internet social news sites :people post news items or links to outside articles on such sites, then vote on which postings get the most prominent display–and viewed by the most readers online forums: members hold conversations by posting messages blogging sites: blog postings and comments are attached to such sides and typically focus on speciﬁc topics microblogs: subscribers get a steady stream of brief updates from anyone ranging from a high- school friend to a celebrity app: free or paid software download that links users to a wide range of goods and services, media and text content, social media platforms, search engines, and the like QR codes: two-dimensional bar code that can be read by some mobile phones with cameras social media is an important tool for marketers to: • build relationships with customers • strengthen brands • launch new products • enter new markets • boost sales consumers, businesses, and not-for-proﬁt organizations all use social media social media marketing: uses social media portals to create a positive inﬂuence on consumers or business customers toward an organization’s brand, goods & services, public image, and website Social Media Marketing (SMM) Plan: formal document that identiﬁes and describes goals and strategies, targeted audience, budget and implementation methods as well as tactics for monitoring, measuring, and managing the SMM effort Cycle of Social Media Marketing: • set goals • target audience • develop strategies • produce content • implement plan • monitor and measure content marketing: creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action social media monitoring: process of tracking, measuring, and evaluating a ﬁrm’s social media marketing initiatives social media analytics: tools that help marketers trace, measure, and interpret data related to social media marketing initiatives; i.e.: likes, views, etc. ﬁrms calculate the return on investment of their social media marketing initiatives using: • reach: percentage of people in a target market who are exposed to the marketing effort at least once • frequency: the number of times an individual is exposed to the marketing material during the campaign managing a social media marketing campaign or a company’s overall social media efforts requires skill, expertise, and understanding of the company’s brand, competitors, and social media environment ethical and legal issues well written social media policies are: • consistent w/ a ﬁrm’s organizational culture and values • explain why employees should take certain steps or actions or avoid them; employees can be ﬁred for violating social media policies, candidates may not be hired if their social media doesn't reﬂect the image the ﬁrm wishes to perpetuate broad enough to cover the major points, but brief enough to ﬁt onto two pages; important to be • concise while including relevant content • linked to other relevant company policies and guidelines when mistakes happen, smart social media marketers: • take action to solve the problem or resolve the issue • acknowledge the problem and take responsibility for it • communicate w/ the right people, via the most relevant channels • promise to take steps necessary to correct the situation • implement the agreed-upon changes or make other concessions • evaluate ways to avoid similar problems in the future types of jobs: -social media marketing manager or digital marketing manager -social media strategist -brand manager -online community manager -inﬂuencer relations -social media specialist -social media analytics -social media design -social media developer -content programmer -blogger or copywriter Strategic Implications of Marketing the in 21st Century -companies are ﬁguring out how to use these new modes of communication -marketers are learning fast the beneﬁts of using social media to reach their targeted audiences -sometimes social media marketing campaigns don’t work as intended and must adapt accordingly
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