Leveraging Social Media in Marketing Promotio
•
4 likes•486 views
UBC COMM465 lecture on leveraging social media for marketing promotion. Includes examples of various social media campaigns and tactics to garner earned media.
Recommended
Recommended
More Related Content
What's hot
What's hot (18)
Similar to Leveraging Social Media in Marketing Promotio
Similar to Leveraging Social Media in Marketing Promotio (20)
Recently uploaded
Recently uploaded (20)
Leveraging Social Media in Marketing Promotio
- 1. Visnja Milidragovic Find me @vishmili
- 2. WHERE DOES SOCIAL MEDIA FIT IN THE MIX? Review: The 4 P’s of Marketing: 1. PRODUCT: goods and services 2. PLACE: getting the product to the consumer 3. PRICING: considerations include price setting, discounting, payment collection 4. PROMOTION: sales, advertising, direct marketing, PR, sales promotions
- 3. SOCIAL MEDIA USE: STATS 2014
- 4. WHERE DOES SOCIAL MEDIA FIT IN THE MIX? Review: The 4 P’s of Marketing: 1. PRODUCT: goods and services 2. PLACE: getting the product to the consumer 3. PRICING: considerations include price setting, discounting, payment collection 4. PROMOTION: sales, advertising, direct marketing, PR, sales promotions Social media is used primarily used for promotion.
- 5. WHERE DOES SOCIAL MEDIA FIT IN THE MIX? PROMOTION: Sales Promotions e.g. contests, coupons, prizes (to drive sales or sales by way of awareness) Benefits: - Reach (great way to access users, spread the word) - Cost effective (no print costs) - Mobile apps / gamification
- 6. CONTEST/PRIZE GIVEAWAYS - EXAMPLES
- 7. WHERE DOES SOCIAL MEDIA FIT IN THE MIX? PROMOTION: Social Media Advertising e.g. promoted tweets, sponsored posts on FB or LI, pre-roll ads in YouTube Benefits (particularly over “traditional” advertising): - Cost effective (esp. for awareness as cost is incurred on click, rather than on placement) - Impressive reach and engagement (even against digital display ads – largely due to mobile) - Targetting (filters based on interests, brands they follow, geography, age, etc.) - Measurable (comprehensive metrics allow for split testing, optimizing , reporting) Social-media advertising spend by companies increased by 40% from 2013 to 2014 and will top $8.5 billion this year. (Business Insider)
- 8. SOCIAL MEDIA ADVERTISING - EXAMPLE
- 9. WHERE DOES SOCIAL MEDIA FIT IN THE MIX? "The goal is to turn data into information, and information into insight." – Carly Fiorina, former chief executive, Hewlett-Packard PROMOTION: Sales and Direct Marketing e.g. Lead generation & direct messaging / prospecting Benefits: - More user data is available to marketers (who followed or engaged with your brand? Is it your target audience?) - Social gives brands opportunity to create a more authentic voice = increased likelihood of positive impression - Taps into user habits
- 10. LEAD GENERATION VIA SOCIAL MEDIA - EXAMPLE
- 11. PROSPECTING VIA SOCIAL MEDIA - EXAMPLE Job search & hiring using LinkedIn Use LinkedIn to do your own prospecting. - Research potential employers and Follow company pages. - Find out more about who works where you’re applying– and find the right name to direct your application to. - Use LinkedIn Job Search to find jobs based on your preferences.
- 12. PROSPECTING VIA SOCIAL MEDIA - EXAMPLE Take control of your online profile so that your (personal) brand does well in the (job) market. SELF-PROMOTION: Your LinkedIn profile - Recruiters use LinkedIn to prospect/research candidates - Optimize your LinkedIn profile and make sure it’s updated! - List Sauder and UBC under your education so you are listed under both University Pages - Use the right keywords - Proofread – attention to detail - Make sure your photo is professional
- 13. WHERE DOES SOCIAL MEDIA FIT IN THE MIX? 79% of consumers trust online reviews as much as personal recommendations. – BrightLocal Consumer Review Survey PROMOTION: Public Relations e.g. monitoring social channels, community management, customer service (to a point), crisis communications, digital PR/media relations Benefits: - Monitoring brand sentiment – see what people are saying about your brand - So you can do something about it - So you can inform future strategy - You’re not necessarily - Media relations: More access points to media - Blogger outreach – particularly important in the area of review sites
- 14. PUBLIC RELATIONS - EXAMPLE BC Ferries suggests axing of Horseshoe Bay-Nanaimo line. Local resident posts open letter/rant outlining cost-saving ideas BC Ferries could implement instead. Post goes viral = 9000 likes, 6000 shares. BC Ferries issues response.
- 15. THE DIGITAL MARKETING TRIFECTA: MEDIA MIX Gaining earned media as a result of organic and paid media efforts = key to maximizing efforts overall
- 16. SOCIAL MEDIA CAMPAIGNS: CASE STUDIES Break into groups and discuss which campaigns you think were the most effective and why. Consider the “media mix” when evaluating their success. 10 minutes Share your team’s top pick with the class. 10 minutes
- 17. SOCIAL MEDIA CAMPAIGN: DEFINITION What is a marketing campaign? - Requires planning – what channels, messaging will be used? - Has a particular target audience in mind - Considers timing (an anticipated launch/start date and end date) - Implies budget and resource expenditure to fulfill specific objectives (conversions) - ROI is measurable. What is a social media campaign? - Is social-media driven - main objective is social media engagement or social media (as tool) is essential for the campaign’s success - Conceived with users in mind and needs to find ways to best leverage the social media space to encourage engagement with the campaign. PLANNING + FOCUS ON USER ENGAGEMENT + LEVERAGE SOCIAL MEDIA
- 18. EXAMPLE: IS THIS A SOCIAL MEDIA CAMPAIGN? LAY’S CONTEST: DOUSAFLAVOR.COM
- 19. EXAMPLE: IS THIS A SOCIAL MEDIA CAMPAIGN? DISCOVERWITHSAUDER.COM ENCOURAGES SHARING CONTENT TO SOCI
- 20. EXAMPLE: IS THIS A SOCIAL MEDIA CAMPAIGN? PROMOTING/USING A HASHTAG FOR EVENT (#TEDxVANCOUVER)
- 21. EXAMPLE: IS THIS A SOCIAL MEDIA CAMPAIGN? KONY 2012 VIDEO POSTED TO YOUTUBE TO BUILD SUPPORT/POLITICAL A Kony 2012 video reaches 100 million views within 6 days (fastest growing video campaign).
- 22. VIRAILITY “virality”: Social media word of mouth. It’s all in the timing. What are people already thinking about? Risk management Dangers of how quickly word spreads LEVERAGING THE BANDWAGON EFFECT – AND MITIGATING RISK/BACKLASH The bandwagon effect is characterized by the probability of individual adoption increasing with respect to the proportion who have already done so.
- 23. REAL-TIME MARKETING – EXAMPLE The 2013 Super Bowl + an unforeseen power outage = the perfect storm Organic post on social accounts went viral = 8000 twitter followers, 30,000 instagram followers. A “social media command centre” was set up during the event to allow for better real-time marketing.
- 24. REAL-TIME MARKETING – EXAMPLE Many brands took to Twitter to capitalize on horrific incident of the Boston Marathon in 2013 – but not all were successful in capturing positive impressions.
- 25. REAL-TIME “MARKETING” - EXAMPLE (SECURITY) Who has access to your social media accounts? Do your due diligence to mitigate risk.
- 26. ONLINE REPUTATION - BUILDING YOUR BRAND Personal branding is about managing your name — even if you don’t own a business — in a world of misinformation, disinformation, and semi-permanent Google records. Going on a date? Chances are that your “blind” date has Googled your name. Going to a job interview? Ditto.
- 27. ONLINE REPUTATION - PRIVACY VS. TRANSPARENCY Transparency may be the most disruptive and far-reaching innovation to come out of social media. - Paul Gillin, The New Influencers
- 28. WHAT IS A SOCIAL MEDIA MARKETER’S ROLE? Q&A Visnja Milidragovic Marketing Specialist, Sauder School of Business @vishmili Linkedin/in/visnjamili
Editor's Notes
- Products – the good and services your business provides Place – in regards to distribution, location and methods of getting the product to the customer, including the internet Pricing – this one’s obvious, but social media may play a part in Promotion: the activities related to persuading your customer to purchase your product – communicating benefit via advertising marketing and sales/sales promotion.
- Should be taken seriously – the opportunities are immense for marketers who are always looking to reach specific audiences. The rise of social media marketig in the last few years. Companies took a while getting their bearings and as social media networks have grown in size and in offerings of features to brands, marketers have started to take it more seriously. Via mediabistro.com
- Social media can touch all 4 aspects of the marketing mix depending on the nature of your business, particularly if you work in software or online/mobile business. Social Media can be a product – say if you work for Facebook! Or it can be the space where you sell your product (a social app). – However, more broadly, and in all likelihood you’ll be applying social media for promoting a business.
- Benefits: Reach (great way to access users, spread the word) Existing community People act as channels to spread the word Cost effective (no print costs) - Mobile / gamification
- People act as channels to spread the word
- e.g. promoted tweets, sponsored posts on Facebook or LinkedIn, pre-roll ads in YouTube Benefits (particularly over “traditional” advertising): Cost effective (particularly for building awareness as cost is incurred on click, rather than on placement) Impressive reach and engagement (even against digital display ads – largely due to mobile where display ads are waning) Measurable (comprehensive metrics allow for split testing, better optimizing and reporting)
- Discoverwithsauder.com integrated campaign
- Benefits: More user data is available to marketers (e.g. who followed or engaged with your brand? Is it your target audience?) Social gives brands opportunity to create a more authentic voice = increased likelihood of positive impression Taps into user habits
- Jan last year Encouraged people to link their Starbucks account to their Twitter account (which means encouraging lead generation for Starbucks as users had to sign up for a Starbucks account) Allows people to tweet $5 gift cards with a simple tweet to @tweetacoffee with their friend’s user handle @tweetacoffee account gained over 23,000 followers within a year (Oct 2013-2013)
- Use linkedin for prospecting – job search; find out who your audience is (for your applications), get info on prospective company
- Benefits: depending on size of business Monitoring brand sentiment – see what people are saying about your brand, and do something about it. Media relations: Access to new journalists (though offline/face-to-face interactions are still essential to building a strong relationship with media) Blogger outreach – particularly important in the area of review sites
- Sean Smith posted an open letter to BC Ferries on Monday, outlining his ideas for how the company could save money. Commuters were upset last week with the news that BC Ferries may axe its Horseshoe Bay-Nanaimo route, diverting passenger to Tsawassen. A BC Ferries spokesperson has issued an open letter to Vancouver Island resident Sean Smith after his rant against BC Ferries’ onboard amenities and marketing strategy went viral. The rant was published on Facebook on November 10 and has since received more than 8,600 likes and over 6,000 shares.
- Shortly, we’ll look at some social media campaigns but before we do, I’d like to briefly discuss the importance of the digital media mix, which should be considered when evaluating social media campaigns. PAID MEDIA the impressions you get from paid advertising (social, display, SEM) OWNED MEDIA The impressions you get via properties you own or control (website, company social media pages/profils) EARNED MEDIA The impressions you get via online word of mouth (so people sharing your content), media hits, and mentions of your brand by others.
- Social media driven or social media as component? My definition of a social media “Campaign” – implies planning. - Timing the expenditure of budget and resources for a single objective: engagement of some kind. - Because social media campaigns depend on engagement, they have to be conceived with users in mind and need to find ways to best leverage the the social media space.
- PLANNING + FOCUS ON USER ENGAGEMENT + LEVERAGE SOCIAL MEDIA SPACE What is a marketing campaign? Requires planning – what channels, messaging will be used? Has a particular target audience in mind Considers timing (an anticipated launch/start date and end date) Implies budget and resource expenditure to fulfill specific objectives (conversions) ROI is measurable. What is a social media campaign? Is social-media driven main objective is social media engagement or social media as tool is essential for the campaign’s success Conceived with users in mind and need to find ways to best leverage the the social media space to encourage engagement with the campaign.
- Social media as tool or as objective? Is it essential? Yes. social media engagement was essential for users to be able to submit chip flavour ideas for the contest; https://www.dousaflavor.com/ Lay’s Voting on social Creator awarded 50K$ and 1% of future sales.
- No. Integrated campaign that is heavily digital in media spend, with emphasis on social media to drive traffic to the landing page.
- Not really. TedX Van would happen with or without social media – online activity and use of # just helps to promote TEDx, increase reach and share of voice during the event, and give TedX content more shelf life after the event.
- Kony 2012: A short film on fugitive the leader of the LRA in Central Africa, Joseph Kony, released on March 5, 2012, by humanitarian group Invisible Children, Inc. This 30 minute video aimed at making this International Criminal Court fugitive famous worldwide in order to have support for his arrest by December 2012. The video went viral within the first six days after its launch, reaching 100 million views on both YouTube and Vimeo. According to research done by Visible Measures, the Kony 2012 short film became the fastest growing video campaign, and most viral video, to reach 100 million views in 6 days.
- User response is more visible in social media than in other marketing channels (eblasts, display ads) Users build awareness on behalf of the brand when they engage in social (earned media). All positive user social actions contribute to your marketing (good) reach (bandwagon effect) or bad (crisis/issues/ bad press)
- Brands often try to use what’s going on in the media to get some more traction with their messages. Some large companies even set up “command centres” during opportune events – like the superbowl – in order to monitor conversation so they can respond in real-time to buzz and remain at the centre of what’s happening. Example: The 2013 Super Bowl + power outage = the perfect storm for this organic post. Oreo was obviously knew lots of eyes were peeled on twitter feeds during the game – and especially when the power outage happened - During the strange interlude, CBS more or less stopped showing commercials from Super Bowl advertisers; Oreo’s social media brand team was quick on their feet to approve the creative within minutes – gained over 8000 twitter followers and 30,000 instagram followers as a result of this quick clever real-time marketing response.
- It’s strategic to look for opportunities to jump on topical issues and leverage hashtags and trending keywords to bait traffic and get more eyeballs on your content (such as in the example of Oreo) But this can backfire when done in poor taste. The Boston Marathon created a slew of bad PR for many brands that took their “heartfelt” responses to the horrific incident as pure, inauthentic, and very transparent marketing opportunities- which was quite clear to their audiences. Finstance NBC, posted a photo of a child recovering in hospital linking to the full, which was well-intentioned. But asking users to “LIKE” the photo to wish him a speedy recovery? A bit gauche, if you ask me Somewhat ethically debatable doesn’t really help the child in his recovery...just makes it look like NBC wants more engagements on its post. Of course bad PR is relative –the cooking site Epicurious went much futher in being distasteful – they thought they could help people chill out about the Boston Marathon bombing by promoting some recipes on Twitter…… And then of course, there are accidental PR nightmares – as in this example, where the Daily Mirror pre-scheduled a tweet to run during the Boston Marathon that otherwise would’ve been fine, but took on a whole different tone once the bombings had occurred;
- And then of course there are the PR disasters that can occur from just failing to ensure that your accounts are secure…whether password-wise, or in terms of who handles your social media. e.g. the hackers of BurgerKing twitter account wrapped the profile in McDonalds branding, claiming BK had been bought out but its rival. Hacked for 2hours and the posts went viral. But Burger King dealt with it well – with a simple “well that was an interesting day here at BK..” Plus the account gained 30,000 followers as a result. e.g. British entertainment retailer HMV lost complete control of its social media team, when rogue members used the account to childishly live-tweet a massive firing at the company Companies over the last few years, often by learning the hard way, have developed protocols for crisis situations as well as increased due diligence when it comes to their social media accounts because they’re seeing that social media isn’t just a game; it needs to be approached with professionalism and not left in the hands of inexperienced or unreliable people.
- Your own search results – which channels do you own? Cant always control earned media – what people are saying about you, but you can help refine your image online by optimizing and taking respsnibility over your owned channels (social media profiles for example).
- Transparency – what you show as well as what you don’t show speak lengths about you. To some employers it may be important to be able to showcase your social media influence and prowess – but leave that for twitter and linkedin – and then be considerate about what you post. Facebook – check your settings to ensure when your profile comes up in search for a potential employer, what they see is what you’re comfortable with showing them.
- 10 minutes What you do as a user is not the same as you do as a marketer in these kinds of roles. Discuss the realities of the job of a digital marketer. Titles? - May not always have “social media” in the title!