Social Commerce Plan (3000 word)
Week 5 Chapter 4
Marketing Communications
in Social Media
(Owned and Paid Media)
1-2
Unit objectives
1. identify the various tools of social media and describe how those tools are used to engage customers
2. identify, analyse and critically assess the suitability of various social commerce models and strategies for various e-businesses
3. explain the various principles and theories of social commerce
4. describe, explain and propose the appropriate marketing communication that could be conducted in various social commerce models
5. describe how social commerce aids customer relationship management
6. explain and understand the implementation issues in social commerce.
Learning Objectives
List five promotional mix in Marketing Communications
Explain the ways brands utilize social networking communities for branding and promotion. What characteristics do brand fans exhibit?
List and define the six social media promotion steps.
Explain how to select social platforms to achieve campaign objectives.
Compare and contrast the essentials of owned, paid and earned media.
Explain how to use owned social media channels for Press Release
Explain the paid media i.e. advertising formats for social media.
Opening Case: Johnson & Johnson Uses New Media Marketing
The Problem
JNJ is a healthcare, medical devices & diagnostic company.
With high Internet and mobile usage, it is important for companies to use online communication tools to reach, promote and support its customers
Opening Case: Johnson & Johnson
Using Internet Media Channels
JNJ News, JNJ cares blog, JNJ Health Channel (Youtube), JNJ #howloveworks & Facebook account “caring for the world, one person at a time”
J&J donated $1 to the Global Fund to Fight Aids for every person who shared on social media (retweeting, pinning, etc.) mashable.com/2013/06/10/share-red-campaign
Mobile Advertising Campaigns
Johnson & Johnson ACUVUE campaign with “Saving Momo”, theme pack & Win Live Messenger (WLM).
Johnson & Johnson’s Zyrtec and iPhone 2.0 , a weather widget (The Weather Channel –TWC) with banner adv.
https://www.youtube.com/user/JNJhealth
Opening Case: Johnson & Johnson
JNJ # 1 in customer engagement, e.g. 300,000 Theme Pack downloads and 200,000 game plays of Saving Momo (2007). TWC remained the number one (3M) download for iPhone users in the Apple Store (2009). 625M likes.
ROI in reputation e.g. “YouTube provides an excellent metric, including views over time, trends, most popular videos, even viewer retention rates.” Viral impact on brand
Lessons Learned
The opening case illustrates JNJ uses several social media tools & sites to increase its customers' awareness, positive attitude (interest, desire), and trial of its brands
JNJ was very success in their marketing communications in building SC, SP, SE leading to SC.
Marketing Communications: 5 Promotional mix
Public relations - “Building good relations with the company’s various publics by obtaining favorable publicity” e.g. JNJ Health Channel
Advertising- “Any paid form of non-personal presentation and promotion” Facebook or LinkedIn ad, Google AdWords, promoted Tweets, ad sponsored content in mobile phone; JNJ TWC & Momo
Sales promotion -“Short-term incentives to encourage purchase” e.g. Lazada 5th B’day sale in Lazada’s fan page; JNJ TWC
Direct marketing –”Direct connections with carefully targeted individual consumers, to both obtain an immediate response” e.g. targeted social ads; behavioural targeting; collaborative filtering
Personal selling – “Personal interactions between a customer and the firm’s sales force for the purpose of making sales and building customer relationships.” e.g. virtual agents/assistants using chat/chatbot
Market communications is how the company convey their brands and market offering
Which zones are these? PR – SC, SE, Adv & Sales P- SP & SE, DM & PS – SC &SE
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Social presence: Brands as relationship nodes
Brands create a brand profile/persona within social communities. Brand acts as a node in the network’s social graph e.g. JnJ
The fan base (friends/followers) is an indicator of the brand’s success in establishing a known presence within a community.
Travelocity Gnome
Friendliness, Adventurous
Brand promise: Excitement, adventure
Aspiration – travel round the world
Character – magical, enchanting, fairy tale
57% say they are more likely to buy from brands they’ve friended
86% of social media users have friended a brand
25% of people want a two-way dialogue with the brand.
75% of social media users report buying something they heard about on social media
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Brand’s social media character/Persona
What are the brand’s core values? Make diversity & inclusion how we work every day (J&J)
What social objects illustrate the values? E.g. Gnome
What has the brand promised? BMW: “The Ultimate Driving Machine”
What are the aspirational attributes? Love for family or the world (J&J)
What traits are associated with the brand? E.g. generosity (J&J)
What opportunities/benefits exist? E.g. Incentives, promotion
What stories bring the brand to life? E.g. J&J stories
Travelocity
Friendliness, Adventurous
Object Gnome
Brand promise: Excitement, adventure
Aspiration – Love and care for family
Character – magical, enchanting, fairy tale
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Figure 6.2 Why people friend brands on social media
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Figure 6.3 Why people unfriend brands
Less Megaphone (company broadcast posts), More Magnet (firm posts that invite consumer engagement), and
More Monitor (posts that reflect listening and responding to consumer conversations).
According to the report, 95% of brands are stuck in “broadcast” mode, using social channels as a megaphone. The top reason people give for unfollowing a brand in social media is too many promotional messages.
Fewer than 40% of the brands studied ever asked questions of their followers or responded to their follower’s comments to the brand (Monitor). Only 2% of brands consistently responded to customers’ posts. Not only is this approach less effective, it can drive brand followers away.
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Characteristics of social fans
Random House’s Figment is an example of an owned social community; it targets teens who love to read and write fan fiction. Fans who define their own individual identities at least
in part by their membership in a fandom share five key characteristics:
1. Emotional engagement: the object is meaningful in the emotional life of the fan. For example, members of Figment see fan fiction as a part of their
self-concept and their membership in the social community as part of their social identity.
2. Self-identification: the fan personally and publicly identifies with like-minded fans. Figment members call themselves “figgies” and use #figgies when
interacting on social media channels other than the Figment community platform.
3. Cultural competence: the fan has a critical understanding of the object, its history, and its meaning beyond its basic functionality. Figgies are fan
fiction enthusiasts who know the development of the genre, the stories of successful fan fiction authors, and more.
4. Auxiliary consumption: the fan collects and consumes related items and experiences beyond the basic object. For figgies, items related to their favorite
books, movies, and celebrities are desirable. Figgies might attend fan fiction conventions, going in costume!
5. Production: the fan becomes involved in the production of content related to the object. Figgies post their fan fiction stories on Figment where other
fans can read, critique, and contribute to the stories.
Level of engagement makes a big difference in terms of the buying decision process. One study specifically measured the value of being a brand’s Facebook
fan. It found that people spend about $72 more on a product for which they have a social network affiliation than for one they do not. Fans are also 28%
more likely than non-fans to continue using a brand, and 41% more likely to recommend a fanned versus non-fanned product to a friend.36 Fans in the study
also said they felt connected to their brands.
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Emotional engagement
1
Self-identification
2
Cultural competence
3
Auxiliary consumption
4
Production
5
Characteristics of brand community engagement
Active community management e.g. mix of megaphone, magnet and monitor
Content mission, quality, and storytelling consistent with brand character
Engagement and community relationship building – emphasize on magnet
Collaboration with influencers
Learning Objectives
List five promotional mix in owned and paid media
Explain the ways brands utilize social networking communities for branding and promotion. What characteristics do brand fans exhibit?
List and define the six social media promotion steps.
Explain how to select social platforms to achieve campaign objectives.
Compare and contrast the essentials of owned, paid and earned media.
Explain how to use owned social media channels for Press Release
Explain the paid media i.e. advertising formats for social media.
Getting Started with Social Media Promotions
Listening to Customer
1. What proportion of their target markets is aware of the company’s brands and individual products (attention)?
2. Are the attitudes of the markets positive or negative toward these brands (attitudes: desire, interest)?
3. What proportion of the market purchases the products and how frequently do they make repeat purchases (behaviour)?
Use SM dashboards https ://biznology.com/2014/04/25-social-media-listening-aids-to-increase-your-hearing /
e.g. HootSuite; Radian6; Klout, etc
Marketing objectives and social media
Increase
awareness
Influence
desire
Encourage
trial
Facilitate
purchase
Cement
brand loyalty
Recover
from service failures
Six Social Media Promotion Steps and Example
Initiation
Initiation
Formulation
STRATEGY
Implementation
Assessment
Performance
Improvement
Listening & set overall mktg comm. objectives
/activities
SM Activities
Awareness (sharing viral video)
Sick Puppies (Australian band) YouTube “Free Hugs Campaign” - 75 million views. https:// www.youtube.com/watch?v=vr3x_RRJdd4
Attitude: Interest and Desire (crowdsourcing)
Dunkin’ Donuts Facebook campaign to design a new donut, Prize $1,200 free donuts, 90,000 entries, 3X increase in Facebook fan base, positive conversation: 44 % regarding the promotion, 38 % discussing great taste & 20 % expressing love for the brand. http :// wave.wavemetrix.com/content/dunkin-donuts-uses-social-media-drive-positive-brand-engagement-00107
Behaviour (trail, purchase): Ticketmaster social shopping for cinema tickets. Use SN login, book ticket. Friends will know where you sit & may reserve the seat next to you. 33% increase traffic.
Sick puppies Get 10K for world peace
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SNS Platforms
• Social networks general services
• Commercial and professional social networks
• Enterprise social networks
• Multimedia sharing sites (e.g., YouTube) and photos (e.g., Flickr)
• Social bookmarking (Pinterest)
• Virtual worlds and massively multiplayer online games (MMOGs)
• Social games in networks (e.g., Zynga, Electronic Arts)
How to select which platform for your promotion?
Selecting the SM platform/community (Tuten)
Consider this list of community characteristics when evaluating the desirability of a community target:
What is the community’s focus (to determine relevance)?
How many active users are involved in the community
How active are the top users on the site?
How many comments on average are generated for each new submission?
How many votes are required to earn front page status on the site?
Are stories on the site’s front page recent? How rapid is story turnover?
Are there limitations for branded content in the community’s Terms of Service?
What have others said about the social news site?
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Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Microblog posts can be useful for reminder communications and ensuring top-of-mind awareness, but they can also provide valuable links, direct traffic, and build credibility and reputation.
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Learning Objectives
List five promotional mix in owned and paid media
Explain the ways brands utilize social networking communities for branding and promotion. What characteristics do brand fans exhibit?
List and define the six social media promotion steps.
Explain how to select social platforms to achieve campaign objectives.
Compare and contrast the essentials of owned, paid and earned media.
Explain how to use owned social media channels for Press Release
Explain the paid media i.e. advertising formats for social media.
Owned, Paid, & Earned Social Media
e.g. Facebook fan page, JNJ News, JNJ Health Channel
e.g. Facebook ads, sponsored blogs, Google Adword
e.g. users’ engagement e.g. sharings, ratings, videos, recommendations, participation, etc.
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Figure 4.3 Owned, Paid, and Earned Media Are All Content Driven
Source: Strauss and Frost (2014). Used with permission.
Social Media Promotions
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Earned Media
Mostly Owned & Earned Media
Mostly Owned & Paid Media
Mostly Owned & Paid Media
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Owned Media Content
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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Characterize content in terms of its originality & substance according to a value ladder.
Flagship content – authority-building content. Seminal pieces of work that shape the way people think e.g. what is Web 2.0
Pillar content – typically educational content that readers use over time, save, & share e.g. JNJ health channel
Authority-building content – original content that positions the sponsoring entity as a authority e.g. JNJ Cares
Filler content – information that people copy from other sources
https://www.facebook.com/pg/careinspirescare/videos/? ref=page_internal
Types of Pillar & Flagship Content
Learning Objectives
List five promotional mix in owned and paid media
Explain the ways brands utilize social networking communities for branding and promotion. What characteristics do brand fans exhibit?
List and define the six social media promotion steps.
Explain how to select social platforms to achieve campaign objectives.
Compare and contrast the essentials of owned, paid and earned media.
Explain how to use owned social media channels for Press Release
Explain the paid media i.e. advertising formats for social media.
Making Press Relations Social Media Friendly
How to include image, videos & text info in SM friendly manner?
Include sharing tools
Headlines < 55 chars for mobile phone & easy retweeting
Include YouTube video link, nearly every SN recognize
Include link to SoundCloud audio https:// soundcloud.com/cspenn/rethink-robotics-release
Include link to Photo galleries e.g. Flickr or Facebook
Integrated social discussions using common plugins like Facebook Comments, Disqus, Livefyre, or other systems
Include contact information
Entire press release is embedded inside a marketing information system – who has engaged (share, comment, like, etc.) e.g. SM Dashbd
Example: http://mktg.shiftcomm.com/socialmediapressreleasetemplate?_ ga=1.43155109.1659141824.1490342359#sthash.urhaMTwy.dpbs
Figure 4.4 Social Media Press Release
Source: Shift Communications at shiftcomm.com/2012/12/social-media-press-release-2-0 (accessed August 2014). Used with permission.
Social media optimization (SMO) is a process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities.
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Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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Learning Objectives
List five promotional mix in owned and paid media
Explain the ways brands utilize social networking communities for branding and promotion. What characteristics do brand fans exhibit?
List and define the six social media promotion steps.
Explain how to select social platforms to achieve campaign objectives.
Compare and contrast the essentials of owned, paid and earned media.
Explain how to use owned social media channels for Press Release
Explain the paid media i.e. advertising formats for social media.
Social network advertising (social ads)
Online advertising that focuses on social networking sites
Types of Social Network Advertising
Direct advertising that is based on your network of friends e.g. collaborative filtering (e.g. Lazada) or social logins (e.g. Netflix).
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Figure 4.2 Facebook Ad for a Gong Concert
Facebook search profile:
Live in the United States and within 50 miles of Reno,Nevada
Eighteen years of age or older
Have the following interests in their profiles: Buddhism,Deepak Chopra, meditating, metaphysics, …
Returned 2,520 targeted profiles
Facebook Advertisement
Cost – which is the cheapest paid advert
Survey from existing customers which SN they use. Assume the same for prospect.
Detect conversation about a brand
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Figure 6.5 Advertising options on social networks
Figure 6.5 Advertising options on social networks
Learning Objectives
List five promotional mix in owned and paid media
Explain the ways brands utilize social networking communities for branding and promotion. What characteristics do brand fans exhibit?
List and define the six social media promotion steps.
Explain how to select social platforms to achieve campaign objectives.
Compare and contrast the essentials of owned, paid and earned media.
Explain how to use owned social media channels for Press Release
Explain the paid media i.e. advertising formats for social media.