Social media marketing.docx

Social media marketing.docx

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Socialmediamarketing

Socialmediamarketing

FromWikipedia,thefreeencyclopedia

Internetmarketing

∙Searchengineoptimization

∙Socialmediamarketing

∙Emailmarketing

∙Referralmarketing

∙Contentmarketing

Searchenginemarketing

∙Payperclick

∙Costperimpression

∙Searchanalytics

∙Webanalytics

Displayadvertising

∙Contextualadvertising

∙Behavioraltargeting

Affiliatemarketing

∙Costperaction

∙Revenuesharing

Mobileadvertising

∙v

∙t

∙e

Thisarticle iswrittenlikea personalreflectionoressay ratherthananencyclopedicdescriptionofthesubject. Please helpimproveit byrewritingitinanencyclopedicstyle. （June2010）

Socialmediamarketing referstotheprocessofgaining websitetraffic orattentionthroughsocialmediasites.[1][2]

Socialmediamarketingprogramsusuallycenteroneffortstocreatecontentthatattractsattentionandencouragesreaderstoshareitwiththeirsocialnetworks.Acorporatemessagespreadsfromusertouserandpresumablyresonatesbecauseitappearstocomefromatrusted,third-partysource,asopposedtothebrandorcompanyitself.[citationneeded]Hence,thisformofmarketingisdrivenbyword-of-mouth,meaningitresultsinearnedmediaratherthanpaidmedia.[citationneeded]

Socialmedia hasbecomeaplatformthatiseasilyaccessibletoanyonewithinternetaccess.Increasedcommunicationfororganizationsfostersbrandawarenessandoften,improvedcustomerservice.Additionally,socialmediaservesasarelativelyinexpensiveplatformfororganizationstoimplementmarketingcampaigns.

Contents

  [hide] 

∙1 Socialmediaoutlets/platforms

o1.1 Socialnetworkingwebsitesandblogs

o1.2 Cellphones

∙2 Engagement

∙3 Campaigns

o3.1 BettyWhite

o3.2 2008PresidentialElection

o3.3 Localbusinesses

o3.4 Kony2012

∙4 Tactics

o4.1 Twitter

o4.2 Facebook

o4.3 Foursquare

o4.4 Instagram

o4.5 Blogs

o4.6 LinkedIn

o4.7 Yelp

o4.8 YouTube

∙5 Marketingtechniques

o5.1 Targeting,COBRAs,andeWOM

∙6 Socialmediamarketingtools

∙7 Implicationsontraditionaladvertising

o7.1 Minimizinguse

o7.2 Leaks

o7.3 Socialmediamarketingmishaps

∙8 Seealso

∙9 References

[edit]Socialmediaoutlets/platforms

[edit]Socialnetworkingwebsitesandblogs

Socialnetworkingwebsites allowindividualstointeractwithoneanotherandbuildrelationships.Whenproductsorcompaniesjointhosesites,peoplecaninteractwiththeproductorcompany.Thatinteractionfeelspersonaltousersbecauseoftheirpreviousexperienceswithsocialnetworkingsiteinteractions.[citationneeded]

Socialnetworkingsitesand blogs allowindividualfollowersto“retweet”or“repost”commentsmadebytheproductbeingpromoted.Byrepeatingthemessage,alloftheusersconnectionsareabletoseethemessage,thereforereachingmorepeople.Socialnetworkingsitesactas wordofmouth.Becausetheinformationabouttheproductisbeingputoutthereandisgettingrepeated,moretrafficisbroughttotheproduct/company.[citationneeded]

Throughsocialnetworkingsites,products/companiescanhaveconversationsandinteractionswithindividualfollowers.Thispersonalinteractioncaninstillafeelingof loyalty intofollowersandpotentialcustomers.Also,bychoosingwhomtofollowonthesesites,productscanreachaverynarrowtargetaudience.[citationneeded]

Socialnetworkingsitesalsoincludevastamountofinformationaboutwhatproductsandservicesprospectiveclientsmightbeinterestedin.Throughtheuseofnew Semantic Analysistechnologies,marketerscandetectbuyingsignals,suchascontentsharedbypeopleandquestionspostedonline.Understandingofbuyingsignalscanhelpsalespeopletargetrelevantprospectsandmarketersrunmicro-targetedcampaigns.

[edit]Cellphones

Cellphone usagehasalsobecomeabenefitforsocialmediamarketing.Today,manycellphoneshavesocialnetworkingcapabilities:

individualsarenotifiedofanyhappeningsonsocialnetworkingsitesthroughtheircellphones,inreal-time.Thisconstantconnectiontosocialnetworkingsitesmeansproductsandcompaniescanconstantlyremindandupdatefollowersabouttheircapabilities,uses,importance,etc.Becausecellphonesareconnectedtosocialnetworkingsites, advertisements arealwaysinsight.AlsomanycompaniesarenowputtingQRcodesalongwithproductsforindividualstoaccessthecompanywebsiteoronlineserviceswiththeirsmart-phones.

[edit]Engagement

Inthecontextofthe socialweb, engagement meansthatcustomersandstakeholdersareparticipantsratherthanviewers. Socialmedia inbusinessallowsanyoneandeveryonetoexpressandshareanopinionorideasomewherealongthebusiness’spathtomarket.Eachparticipatingcustomerbecomespartofthemarketingdepartment,asothercustomersreadtheircommentsorreviews.Theengagementprocessisthenfundamentaltosuccessfulsocialmediamarketing.[3]

[edit]Campaigns

[edit]BettyWhite

Socialnetworkingsitescanhavealargeimpactontheoutcomeofevents.In2010,aFacebookcampaignsurfacedintheformofa petition.Usersvirtuallysignedapetitionasking NBCUniversal tohaveactress BettyWhite host SaturdayNightLive.[4][5] Oncesigned,usersforwardedthepetitiontoalloftheirfollowers.ThepetitionwentviralandonMay8,2010,BettyWhitehostedSNL.

[edit]2008PresidentialElection

The 2008presidentialcampaign hadahugepresenceonsocialnetworkingsites. BarackObama,a Democratic candidate for USPresident,usedTwitterandFacebooktodifferentiatehiscampaign.[6] Hissocialnetworkingsiteprofilepageswereconstantlybeingupdatedandinteractingwithfollowers.TheuseofsocialnetworkingsitesgaveBarackObama’scampaignaccessto e-mail addresses,aspostedonsocialnetworkingsiteprofilepages.ThisallowedtheDemocraticPartytolaunche-mailcampaignsaskingforvotesandcampaigndonations.[6]

[edit]Localbusinesses

Smallbusinesses alsousesocialnetworkingsitesasapromotionaltechnique.Businessescanfollowindividualssocialnetworkingsiteusesinthelocalareaandadvertisespecialsanddeals.[6] Thesecanbeexclusiveandintheformof“getafreedrinkwithacopyofthistweet”.[6] Thistypeofmessageencouragesotherlocalstofollowthebusinessonthesitesinordertoobtainthepromotionaldeal.Intheprocess,thebusinessisgettingseenandpromotingitself（brandvisibility）.

[edit]Kony2012

AshortfilmreleasedonMarch5,2012,byhumanitariangroup InvisibleChildren,Inc. This29minutevideoaimedatmaking JosephKony,an InternationalCriminalCourt fugitive,famousworldwideinordertohavesupportforhisarrestbyDecember2012;thetimewhenthecampaignends.[7] Thevideowentviralwithinthefirstsixdaysafteritslaunch,reaching100millionviewsonboth Youtube and Vimeo.[8] Accordingtoresearchdoneby VisibleMeasures,the Kony2012 shortfilmbecamethefastestgrowingvideocampaign,andmost viralvideo,toreach100millionviewsin6daysfollowedby SusanBoyle performanceonBritain’sGotTalent thatreached70millionviewsin6days.[9][10]

[edit]Tactics

[edit]Twitter

Twitterallowscompaniestopromoteproductsonanindividuallevel.Theuseofaproductcanbeexplainedinshortmessagesthatfollowersaremorelikelytoread.Thesemessagesappearonfollowers’ homepages.Messagescanlinktotheproduct’swebsite,Facebookprofile,photos,videos,etc.Thislinkprovidesfollowerstheopportunitytospendmoretimeinteractingwiththeproductonline.Thisinteractioncancreatealoyalconnectionbetweenproductandindividualandcanalsoleadtolargeradvertisingopportunities.Twitterpromotesaproductinreal-timeandbringscustomersin.

[edit]Facebook

FacebookprofilesaremoredetailedthanTwitter.Theyallowaproducttoprovidevideos,photos,andlongerdescriptions.Videoscanshowwhenaproductcanbeusedaswellashowtouseit.Thesealsocaninclude testimonials asotherfollowerscancommentontheproductpagesforotherstosee.Facebookcanlinkbacktotheproduct’sTwitterpageaswellassendouteventreminders.Facebookpromotesaproductinreal-timeandbringscustomersin.

Asmarketersseemorevalueinsocialmediamarketing,advertiserscontinuetoincreasesequentialadspendinsocialby25%.StrategiestoextendthereachwithSponsoredStoriesandacquirenewfanswithFacebookadscontributetoanuptickinspendingacrossthesite.Thestudyattributes84%of"engagement"orclickstoLikesthatlinkbacktoFacebookadvertising.Today,brandsincreasefancountsonaverageof9%monthly,increasingtheirfanbasebytwo-timestheamountannually.[11]

[edit]Foursquare

Foursquare isalocationbasedsocialnetworkingwebsite,whereuserscancheckintolocationsviatheirsmartphones.Foursquareallowsbusinessestocreateapageorcreateanew/claimanexistingvenue.[12] Agoodmarketingstrategyforbusinessestoincreasefootfallorretainloyalcustomersincludeofferingincentiveslikediscountsorfreefood/beveragesforpeoplecheckingintotheirlocationorspecialprivilegesforthemayorofthatlocation.[13]

[edit]Instagram

Instagramisafreephoto-sharingprogramandsocialnetworkthatwaslaunchedinOctober2010.Theserviceallowsuserstotakeaphoto,applyadigitalfiltertoit,andthenshareitwithotherInstagramuserstheyareconnectedtoonthesocialnetworkaswellasonavarietyofsocialnetworkingservices.[3]Instagramcurrentlyhas80millionregisteredusers.[4]Adistinctivefeatureisthatitconfinesphotostoasquareshape,similartoKodakInstamaticandPolaroidimages,incontrasttothe4:

3aspectratiotypicallyusedbymobiledevicecameras.[citationneeded]

[edit]Blogs

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