Marketing assignment(include calculation)
Social Media and Marketing
Unrestricted
• General Data Protection Regulation (GDPR) • EU protection for personal data
• Name • IP address • Location • Cookie data
• Provides consumers with control over their data • Promotes pseudonymization, anonymization and
encryption • Third party non-compliances means your org. in not
compliant (https://www.csoonline.com/article/3202771/data- protection/general-data-protection-regulation-gdpr-requirements-deadlines- and-facts.html)
Social Media and Privacy
• GDPR consequences • Email lists are likely ok – have obtained consent • Difficulty in 1:1 personalization • Data management compliance • Source: https://www.forbes.com/sites/forrester/2017/12/12/digital-advertising-
and-marketing-under-gdpr-a-question-of-how-not-if/
• Improved quality of data • Increased popularity of second-party data • Source: https://digitalcontentnext.org/blog/2018/01/19/data-driven-
advertising-will-change-2018-net-positive-effect-gdpr-transparency/
Social Media and Privacy
Advertising options
• Facebook/Instagram • Twitter • Snapchat
• Or…get someone to do it for you • Influence.co
Advertising Costs
How do you know if it’s working?
• Set objectives: • Business conversions (like purchase, or lead generation) • Brand awareness • Perceptions
• Make them measurable: • Increase response time for customer questions to < 5
minutes • Add 200 followers • Increase website visits from Instagram by 10%
ROI
ROI
• Facebook Insights
ROI – how to measure things
• Twitter Analytics
ROI – how to measure things
• Pinterest Analytics
ROI – how to measure things
• Snapchat: • Snaplytics -> • Delmondo
ROI – how to measure things
• Google Analytics
ROI – how to measure things
• Kissmetrics Analyze • https://www.kissmetrics.com/product/analyze/ • Must pay for subscription
ROI – how to measure things
• Hootsuite • https://hootsuite.com/ • Must pay for subscription
ROI – how to measure things
“Tracking earned media and assessing what is being said about the company, product,
or brand.”
What is social media monitoring?
“Using consumers to develop and market products.”
What is crowdsourcing?
• Kickstarter: https://www.kickstarter.com/ • Start Some Good: https://startsomegood.com/ • But, you can also use social media or your website to
crowdsource: • Product ideas • Ad campaigns • Demonstrations • Testimonials
Crowdsourcing examples
• How do people interact with and react to social media?
• Social media users want to: • Exchange information • Collaborate with others • Have conversations
• But, not all users will do all of those things
Consumer behavior
• How do people interact with and react to social media?
• Creators: Produce and share online content like blogs, websites, articles, and videos
• Critics: Post comments, ratings, and reviews of products and services on blogs and forums
• Collectors: Use RSS feeds to collect information and vote for websites online
• Joiners: Maintain a social networking profile and visit other sites
Consumer behavior
• How do people interact with and react to social media?
• Spectators: Read blogs, listen to podcasts, watch videos, and consume media
• Inactives: Do none of these things
• Conversationalists: People who post status updates on social networking sites and microblogging services
Consumer behavior
• How do people interact with and react to social media?
• Social comparison theory: • People are motivated to evaluate themselves in terms of their
opinions and abilities (Festinger 1954) • Social comparisons to similar others are used for personal
evaluation (Festinger 1954; Wood 1989; Milkie 1999)
• When consumers browse social media: • Social comparisons are common and salient (Vogel et al 2014)
Consumer behavior
• How do people interact with and react to social media?
• Most social media comparisons are upward (Vogel et al 2014) • Lowers self-esteem (Vogel et al 2014) • Reduces mood and increases body image concerns (Lee 2014;
Fardouly et al 2015)
• Increases jealousy (Muise et al 2009)
Consumer behavior
• How does social media influence hiring and retention?
• Hiring: • EEO policies still apply • Feedback on hiring process (e.g. glassdoor.com)
Source: shrm.org
Human resources
• How does social media influence hiring and retention?
• Hiring: • Attract “passive” job seekers • 36% of employers have disqualified a candidate for
concerning social media content (shrm.org)
Human resources
Human resources
• How does social media influence hiring and retention?
• Hiring: • Attract “passive” job seekers • 36% of employers have disqualified a candidate for
concerning social media content (shrm.org)
• How does social media influence hiring and retention?
• Retention: • Have an ethics policy to guide posting • Have a social media policy to guide company and personal
employee accounts • Encourage honest and accurate postings • Have brand guidelines and legal guidelines (for things like
confidentiality, or image reusing)
Human resources