Facebook Notes MKT 331
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This 3 page Class Notes was uploaded by Callie Lusk on Thursday September 22, 2016. The Class Notes belongs to MKT 331 at Western Kentucky University taught by Melancon in Fall 2016. Since its upload, it has received 4 views. For similar materials see Social Media Marketing in Marketing at Western Kentucky University.
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Date Created: 09/22/16
Social Media Marketing The Rise of Social Media: Chapter One I. What are successful marketing techniques for Social Media Marketing? Good, strong content Interactions with those following and not following True to brand message (also known as integrated marketing) Up-to-date with current events Real time (timeliness with responses; no longer than 30 minutes) Benchmarking- STEAL LIKE AN ARTIST! Organic vs. Paid: which works best for your company? II. What is social media marketing? Social Media Marketing: online platforms where user’s rate, create, and share content. Using these platforms for business/marketing objectives. Content marketing: an attempt to give people valuable information for themselves relating to the brand. 96% of marketers are using social media 92% of marketers believe that social media is useful to their business. o *”Grandparents” are the largest demographic on Twitter. III. What is Media Fragmentation? Due to the rise of social media and an increase in channels, there has been a loss of mass audiences. The only exception to this is the Super Bowl which reached 118 million this past year. The importance and consistency of a brand is known as integrated marketing consistency. There is lots of mistrust and inconsistency in ads on media, therefore it is crucial to analyze your ads and make sure it is consistent and important to the targeted audience. Marketing communications = high accountability Non-traditional ads: attempting creativity by abrupt persuasion. o People are voluntarily giving their personal information on social media which has made it easier for marketers to obtain demographic and customer information. IV. Social Media vs. Regular Media There are so many things that change and happen constantly making it instantaneous. Very segmented markets Social media is a continuous interacting game. o It is not about how many likes, retweets, etc. that you get, but how you reach your small, interested audience. Tracking word of mouth V. Social Media: Fear There are a number of fears that social media marketers have. o The #1 fear is negativity o Example: Cincinnati Zoo with Harambe. o The #2 fear is that social media is a fad o Examples: Myspace o The #3 fear is that there is not a return on investment o There is no way to see/track worth What is the best way to overcome/prevent these fears? o Make your post go viral- if you can’t make it viral, give incentives to share. o Make it unique, relevant, emotional, and controversial. o Make it so personal o Make it a community VI. Mobile Marketing Micromoments o Very focused on technology and what your message is in that moment Mobile vs. local search behavior o 70% of people use mobile search Interactivity VII. Misperceptions within SMM “Only young people are on social media” o Fastest growing demographic on twitter & FB are 50+ o Almost every demographic is represented on FB “If we do social media, we have to go all out all at one time” o No. You cannot manage that much content that quickly o Look at where your target market is, that’s what platforms you need to invest time in. “Everyone is negative, delete the negativity” o No, keep it. If someone posts something negativity respond positively. o Customers want to see how you handle the negativity. “Social Media is free” o Negative, it is free to sign up and create one. o You have to pay if you want to get your company’s advertisement and name out there. o You’re going to have to pay people (aka me) to do the social media for the company VIII. What Marketers Want To Know 2016 What tactics/ content strategies are most effective? What are the best ways to engage customers? How do I measure return on investment? How do I locate my target? What are the best management tools?