Professional Documents
Culture Documents
INTRODUCTION
1.1. Social Media is Social
1.2 What is Social Media Marketing?
a) Communication channels to help brands
1. Better understand their customers and competitors
2. Provide superior customer service and enhance the consumption experience
3. Capitalize on positive brand conversations
4. Co-create brand awareness, meaning and products with the consumer
b) Planning Process
1. Develop objective
2. Identify target networks of people
3. Create and curate content
4. Select technology/platforms
5. Measure and assess
SMM is based on one-to-one and many-to-many communication where the brand engages in two-way
conversations with consumers.
SMART Framework
Specific
Measurable
Achievable
Relevant
Time-based
GOALS
They provide a path or blueprint for action
They suggest specific metrics to measure
LEVERAGING NETWORKS
2.2. What is a Network?
1. People that exchange information, experiences and behaviors
2. Behavior is guided by a set of norms, beliefs and values
Big seed – seed the idea as broadly as possible in the population rather than relying on a few special
influencers
We would group people together by common characteristics. i.e. people who likes vegan food in Hong Kong.
Influencers are members of a network, in particular micro-influencers and understand the content that
resonates to their network
They often have relationships with the audience that feel personal making the messaging more persuasive
Goals
1. Create content that attracts and retains consumers’ attention and encourages them to engage
2. Select a technological platform that leverages important elements of the content
Consumers have limited and selective attention and therefore we need to design and distribute content in
ways that will maximize initial attention. We can do this by:
1) Social Currency
2) Memory – inducing trigger – we share what we think about
3) Share info
4) Quality of story
When sharing information with a wide audience, consumers are more likely to be:
Focused on the self, so they would share content that makes themselves look good.
Social Media Listening is the process of monitoring all of a brands’ social channels for conversations about:
1. the brand
2. competitive brands
3. the consumption and purchase process
Selecting a company
Crimson Hexagon – important to be familiar with the algorithms
Predictive analysis is not 100% accurate due to the amount of data analyzed
The process:
a) Collect data from a wide variety of sources
b) Combine these data with other data sources (online search, web visits, transactions)
Formula
ROI = (A – B)/C
A: Return
B: Investment
C: Investment
What is the value of a like?
1. People who are loyal customers are more likely to “like” a brand’s FB page
2. Promoting a brand’s FB page to those who liked it leads to more brand purchases
Considerations:
1. Who is it targeted to?
2. What parts of the policy are rules and what guidelines
3. Rules for the industry
4. Some mistakes that have been made in the past
5. Resource to provide
What to cover?
1. Expectations and guidelines for online behavior, including:
2. Topics and content to avoid
3. How to set up an account (individual or affiliated with the company)
4. The need for a disclaimer
5. Confidentiality and privacy - guidelines for what can and cannot be shared
6. Procedures for posting - processes that must be followed before posting and how that might differ
for individual accounts versus company accounts
7. Consequences - what can/will happen if policies are not adhered to
What is a crisis?
Brand crisis (PR crisis) and community crisis (real disaster that impacts the brand but also customers,
employees disasters)
Post about poisoning food leads to brand and community crisis