Social Commerce Plan (3000 word)
Eirwan
LectureW6Chapter5EarnedMediaCustomerEngagementrev6.pptxChapter 5
Customer Engagement and Metrics
(Earned Media)
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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
Describe earned media engagement and the five levels of user engagement (5 Cs).
Express the role of trust in user engagement.
Describe the major engagement techniques in social commerce.
Describe how a company can monitor and repair its reputation in social media.
Define performance metrics used to monitor and measure engagement
Opening Case: Häagen-Dazs Viral Video Creates a Buzz
The Problem
In 2006, Häagen-Dazs (H-D) discovered that the world's honey bee populations were quickly disappearing
Colony Collapse Disorder (CCD): when honey bees mysteriously desert their hives and die
Bees pollinate a third of all food we eat e.g. pear
Häagen-Dazs estimated that 30 of the 73 flavors contain ingredients pollinated by honeybees
Opening Case: Häagen-Dazs Viral Video Creates a Buzz
The Solution
Haagen-Dazs initiated its first "cause marketing" campaign for the brand
They partnered with leading research facilities to donate over $1 million to honey bee research
H-D then used traditional and social media to raise awareness and motivate support for the disappearing honey bee cause
There were television ads, documentaries, and a video produced for the Internet, entitled "Bee-Boy Dance Crew“ (https:// www.youtube.com/watch?v=OPpLUQEObhA)
Bee education site, Bee Haven & Bee research centre, provide instruction how to plant a bee-friendly garden.
Opening Case: Häagen-Dazs Viral Video Creates a Buzz
The Results
The ‘Bee-Boy Dance Crew’ video received over 2 million views
Many high visibility blogs covered the cause. 6.9M readers Huffington Post; 1.6M TreeHugger
There was a high level of user engagement with this campaign. 3.5K Youtube comments, 5.8K ratings, 11K discussions in forums
In 2009, Univ of Illinois found the cause and is in search of solution.
Lessons Learned from this Case
Dreyer's and its Häagen-Dazs brand connected with a cause that threatened the brand
Target market 18-24 years old
H-D placed the information and video on social media sites which the target would see, and that drove brand engagement and viral activity
A good example of positive earned media
How to generate earned media?
Earned Media
Earned media is media created by consumers and often initiated by the company through branded (owned & paid) content distribution, such as entertaining YouTube videos about the product, social media press releases (public relations), or other activities intended to engage users.
Figure 5.1: Owned and Paid Media Drive Earned Media
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Figure 5.2 Five Stages of Social Media Engagement
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Social Media Engagement Levels
There are many levels of online user engagement
The least engaged Internet users consume online content only
At the next level, users connect with others by creating a profile on a social network
Consumers who collect information go through a process of filtering content and tagging what they find valuable in social media sites e.g. Pinterest pins, Facebook “Like”, youtube “like”
Creators actually write or upload original multimedia content to websites e.g. comment, upload video
The most engaged customers collaborate with the company when they work with others in discussion to find ways to improve products e.g. Starbuck’s reuse of cups, Dell Ideastorm
Learning Objectives
Describe earned media engagement and the five levels of user engagement (5 Cs).
Express the role of trust in user engagement.
Describe the major engagement techniques in social commerce.
Describe how a company can monitor and repair its reputation in social media.
Define performance metrics used to monitor and measure engagement
Role of trust in Customer Engagement
Customer engagement (CE)
Trust: Psychological status to pursue further interactions to achieve a planned goal
Customer engagement is to create trust e.g. through generating earned media
People trust earned media particularly from their friends more than paid or owned media. They will engage if they trust the content.
See Global Trust in Media research
Figure 5.3 Proportion of Consumers Expressing Trust in Media
Sources:
Nielsen Trust in Advertising Survey 2011 (blog.nielsen.com)
Edelman Global Trust Barometer (trust.edelman.com)
Vision Critical Study (U.S. only) (womma.org)
(Strauss & Frost 2014)
http://www.edelman.com/insights/intellectual-property/2014-%20edelman-trust-%20barometer/about-trust/global-results/
Who Should A Company Engage?
Companies identify social media influencers thru:
Observing and participating in conversations in social media platforms where people discuss their industries
Use BuzzSumo, Social Mention, Twitter Counter, Hootsuite Insights
Measures number of connections, influence on the connections, & how influential are their connections
Companies offer influencers free products & discounts for their blogs
https:// www.youtube.com/watch?v=gpY2mMLbnq8
https://www.entrepreneur.com/article/313320
Learning Objectives
Describe earned media engagement and the five levels of user engagement (5 Cs).
Express the role of trust in user engagement.
Describe the major engagement techniques in social commerce.
Describe how a company can monitor and repair its reputation in social media.
Define performance metrics used to monitor and measure engagement
Viral marketing: “is any marketing technique that induces users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message’s visibility and effect”. Benefits:
Metcalfe’s Law Value of Network proportionate to N square
90% trusts Viral Marketing
67% spend more money because of Viral Marketing
44% of purchase are influenced by Viral Marketing
What Engagement Techniques?
Viral marketing
Examples of Viral Campaigns e.g. Burger King Subservient Chicken campaign https:// www.youtube.com/watch?v=YHXo37MCsdY
Viral video e.g. Sick puppies video
Viral blogging e.g. Paramount twitted the sneak preview of ‘Super 8’ movie a day b4 release - $1M box office.
Viral Marketing entertainment e.g. GT ride advergame
Engagement Techniques
Ratings, Reviews, Recommendations, and Referrals
Social Recommendations e.g. Reevoo (independent 3rd party reviews) https:// www.youtube.com/watch?v=jQlt_7fVh_o
Referrals e.g. Agoda - recommends a friend.
Engagement Techniques
Collaborative Content Creation by Consumers
Lego Digital Designer – consumer create cars, castles, robots and upload to online gallery – ideas for new products
Dell Ideastorm; Dunkin Donuts, Starbucks, H-D, etc.
http://ldd.lego.com/en-us
Engagement Techniques
How Do Companies Entice Engagement?
Provide High Quality, Timely, Unique, and Relevant Information e.g. Johnson & Johnson – Covid-19
Create Entertaining Content - https:// www.youtube.com/watch?v=lBUJcD6Ws6s
Blendtec CEO blending Iphone, then sold remnants in eBay $900
Offer Competitions e.g. Dunkin Donuts
Appeal to Altruism e.g. H-D, PfaP
Make an Exclusive Offer - “Only two left, buy now”; “Only for today”. (scarcity)
Incentivize Group Behavior “Get a RM10 coupon to share”. (reciprocity)
https://www.youtube.com/user/JNJhealth
Entice engagement by helping users to self-brand and providing them motivation for participation
Motivations
Brand you!
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Vision
Validation
Vindication
Vulnerability
Vanity
Affinity
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Contact, comfort & immediacy
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Altruism
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Curiosity
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Personal utility
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Validation
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Learning Objectives
Describe earned media engagement and the five levels of user engagement (5 Cs).
Express the role of trust in user engagement.
Describe the major engagement techniques in social commerce.
Describe how a company can monitor and repair its reputation in social media.
Define performance metrics used to monitor and measure engagement
Reputation Management in Social Media
Reputation is "the beliefs or opinions that are generally held about someone or something"
Build, Maintain, Monitor, Repair, and Learn
Reputation management systems – technology to monitor and manage reputation.
View case study how Greenpeace issue should be managed:
https:// www.slideshare.net/ngonza/nestle-greenpeace
Green Peace & Kit Kat Reputation Management https :// www.youtube.com/watch?v=VaJjPRwExO8
Learning Objectives
Describe earned media engagement and the five levels of user engagement (5 Cs).
Express the role of trust in user engagement.
Describe the major engagement techniques in social commerce.
Describe how a company can monitor and repair its reputation in social media.
Define performance metrics used to monitor and measure engagement
Monitor, Measure, and Refine: SM Metrics
Performance metric to measure engagement
Awareness/Exposure Metrics
Brand Health Metrics
Engagement Metrics
Action Metrics
Innovation Metrics
Figure 5.7 Social Media Measurement Areas
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Figure 5.2 Five Stages of Social Media Engagement
The pyramid is related to the 5 stages of SM engagement
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Figure 5.8 Radian6 Social Media Dashboard
Source: © Salesforce.com, reproduced with permission.
https://www.youtube.com/watch?v=e6oAVSPK51A
There are many tools that can used to measure engagement. Radian 6 provides some of the metrics in the SMM Pyramid metrics e.g. brand health - share of voice
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