Applying SMART Goal social media marketing objectives

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Specific: I find that it’s imperative to be “specific” when it comes to goals and especially objectives.  Not only is this extremely important to those developing and following a marketing plan, unless you “specify” exact goals and objectives, it makes it nearly impossible to engage and track the communication plan.  A general marketing statement would be something like, “attract more visitors to website.  A specific statement would be, “During each quarter during calendar year 2016, increase visitors to health.mil by 5%. Making your goals and especially your objectives specific–translates in eliminating confusion about whether or not you’ve accomplished the goals via your objectives.

Measurable: Not being able to measure goals certainly makes it next to impossible for me to provide viable reports to my supervisor as well as other stakeholders. Also, I can’t make any conclusions that a program is successful unless I have set measurable goals.

Attainable: Continuing from the “measureable” topic, it’s no use setting a goal that would be too hard to reach. Sometimes you’re going to undershoot, or even overshoot goals but hitting that sweet spot will come in time.  The key is that you’re at least attempting to make realistic improvements. You also have to take into consideration what type of budget, resources, manpower and time allotments you have to support the plan. I recommend to always beginning a goal on the lower side until you can see how the operational tempo is working in lockstep with goals and objectives so you can make needed adjustments.

Relevant: This is where you need to be heavily involved and informed on overall business goals. It does no good to have a lofty goal that really has little impact on you company’s bottom line.  This is where your reputation and relevance to the executive team can be a make or break.

Timely: This is just ensuring that goals need to have a time frame associated with them to leave no room for ambiguity. It also enforces accountability. I think I mimic what many other communication managers do and go with quarterly as well as overall annual goals and objectives.

Personal Touch key to Brand Success in Social Media

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One of the brands I feel comes across more human and personable than most in my social media estimation is Chipotle.  I believe a good majority of Chipotle’s popularity is actually based on it’s aura of caring for the customer by offering healthy organic food produce and meats. I especially appreciate their heavy emphasis on procuring from local farmers whenever possible.

I’m definitely not alone in my loyalty. Even though their recent bad press, they managed to reign victorious by not only being unfettered in their in-store customer service, but they seal the deal by being very engaging and interactive in all their social media.

Even though I do believe a brand can come across as human and caring in traditional media, I don’t think the same can be accomplished automatically in the social media arena.  The biggest challenge with any brand seeming “real” and “caring” in traditional media is the one-way communication.  Unless you really are having a conversation with your consumer, how do you really know how they feel or relate to the product, or ideas they have to improve or change a few quirks.

Don’t get me wrong. There are many companies in traditional channels very adept at making it seem like they are human and have your best interests at heart.  There were a couple of brands I recall growing up that came across as more friendly and caring via television.  At least with TV commercials you have two-dimensional motion, audio, and video unlike radio or newspapers.  Coca-cola and McDonald’s always had a very light-hearted, touchy-feel about them.  Coke has always evoked peace, harmony and diversity while McDonald’s seemed to be the first to champion and cater to kids via Ronald McDonald Houses, happy meal toys, mascots, play places, etc.

However, many consumers are wise enough to know that there is a lot of smoke and mirrors in businesses.  Just because a company is great about answering your social media posts quickly in a nice tone, doesn’t mean that the company is without faults or seriously lacking in other areas.  But in this landscape, the face of the company is extremely important for building and keeping good impressions and social media is the most cost effective, and convenient way to interface with customers.

Case Study: Free Brand Promotion YouTube Maximized by User-generated Content

1 wordpressI selected International Doritos Taste Test  based on the fact that I really like Doritos and am semi-fascinated on the topic because I’m curious of what flavors of Doritos are only available internationally.

The video was put together and promoted by BuzzFeed Yellow which is branch of BuzzFeed that specializes in finding funny, interesting videos and sending daily to subscribers, of which they have about 6.5 million.

The video is approximately 4.5 minutes in length, published in Aug. 2014 and has a little over 6 million views. I also selected this video because it had a good amount of comments (4,569)

What the video shows is about 5 different pairs of friends that are taste-testing these different international Doritos versions.  The crux of the entertainment value is how each set of people react with each other when taste-testing.  The first flavor was “pickle” with one of the more poignant reactions being, “I’ve had pickles that tasted less like a pickle than these chips.” The next flavor is “mustard and bacon” with a typical response, “the bacon smell is so satisfying that I don’t really even need to try it.”  The next was “gourmet brie cheese” with one of the responders saying, “Well, this looks fancy. I’m going to start serving it at all my dinner parties.”  The next flavor “pizza” had the most negative responses because most thought it didn’t live up to expectations. The last flavor was “Chipotle:Hardcore” which seemed to garner the most positive response based on packaging, flavor, spiciness,  and the only one that was shaped differently. Top of Form

Bottom of Form

 

 

As far as a good cross section of some of the more interesting comments:

  • “mexico’s doritos rules!!!”
  • “I find the name intense pickle to be pretty funny;”
  • “They should’ve tried the Incognita Doritos. They are amazing.”
  • “I’m a canadian and I have never seen dill pickle Doritos”
  • “Yo remember when Doritos made like Hamburger, Taco, Pizza, and other like common fast food flavors in the US?

 

There were also a fair amount of comments that made no sense such as, “I saw you at the car radio concert,”

or “Did anyone else think of Chris Evans while watching this?”

 

All in all, even though this was not a Doritos-sponsored promotional video, it was a good positive piece for Doritos based on the collective reactions among the taste testers and those who made subsequent comments.  In all actuality it is outstanding free advertising for Doritos.  Taste testing different brand food products on YouTube has become a craze over the past several years which is great if you happen to be one of the more beloved products that everyone can relate.  The few negative reactions are far outnumbered by the fun positive ones. This is definitely a great example of how someone else can do a video on your product with generally always good results.  There are certain products that I would imagine would never suffer such as Cheetos, Fritos, Lays Chips, Oreos, Hershey’s, Ben & Jerrys, etc.  They all have one thing in common: snacks that really aren’t healthy but certainly taste good!

 

Tradeshows: Maximizing Awareness in a Tidal Wave of Brands

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How can a brand really stand out at a tradeshow?  It’s not as hard as you may think. Using the the 62nd PGA Merchandise Show that featured more than 40,000 industry professionals from more than 70 countries, let’s first establish branding consistency, goals and target priorities for the event. For instructional purposes and to better establish goals, I will assume promotingCallaway (Links to an external site.) that manufactures and sells golf clubs, balls, apparel, footwear and accessories in more than 110 countries worldwide.

Branding consistency: Displaying consist branding through our black and white color schemes, combined with our data-driven targeting and social media strategy will ensure all our promotions are easily identifiable.

Goals: To make the Callaway booth the #1 destination for attendees amidst the 1,000 competitors at the PGA Merchandise show and 1) Showcase the new Callaway Chrome Soft golf balls and secure at least 1 million balls in sale orders; 2) Feature the advanced Big Bertha Alpha 815 driver and secure $30 million in sales during event. The booth sales person who writes up the most orders will get a $10,000 bonus.

Target:  Reach out and secure onsite appointments with all top industryexecutives. Maximize attendance at opening night Callaway hospitality suite. Maximize attendance at Outdoor Demo Day, the world’s largest professional golf testing event where we will be showcasing our new drivers, clubs and 65 compression soft golf balls.

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Top Three mainstream communication channels

Proximity! Proximity! Proximity – Having been to many trade shows where there are an endless sea of booths—proximity marketing is perfect for the PGA show. We will be using Qualcomm’sGimbal Bluetooth Low Emitting (BLE) beacons (Links to an external site.)because it not only provides a way to communicate with bluetooth capable devices forproximity awareness (Links to an external site.),but the system and customer experience can be customized. The PGA tradeshow floor is so extensive with 1,000 vendors, instead of getting an alert when someone is quite far from the Callaway booth and can be easily distracted, microfencing is much more granular and accurate and will send alerts when attendees are within a stone’s throw of the booth. Afterwards, to ensure that someone who has already visited the booth isn’t alerted again, the registered API key recognizes when a person has been in the booth space.

To sweeten the pot for users to grant permission to enable communications, we will offer a free four pack of our new “soft” golf balls in choice of four colors. Here is a good video that explains the microfencing processhttps://www.youtube.com/watch?v=vR8txVtT_Ao (Links to an external site.)

PGA Show Mobile App – The PGA show mobile app will give quick access to an optimum 41,000 attendees, buyers and industry leaders from 79 countries. The app highlights exhibitor map, presentation schedule, show specials, discounts, featured areas and events, demo day info, agenda planning, appointment requests and callbacks.  Because Callaway is a major sponsor for the event, this is a new channel we want to take advantage of to get our maximum reach. As part of the package the most important feature will encourage current and prospective retailers to set up appointments with Callaway during the show.  Other ways we will utilize the app is with the following:

    • Callaway logo branded on all pre-show and onsite show marketing which includes all digital and printed material
    • Callaway logo branded on PGA Show Mobile App registration pages and confirmation email
    • PGA Show Mobile App postcards will be handed out to all at onsite registration
    • Callaway sponsorship mention in first text message opening the show
    • Callaway logo on intro splash page and home page banner ad
    • Feature Big Bertha and new soft golf ball photos & descriptions
    • Feature our latestCalloway video (Links to an external site.)
    • Link directly to Callaway’s featured Showroom

Twitter – Callaway needs to step up their game with Twitter (only 938 followers) and very rarely do they issue a tweet let alone answer a tweet. The show will be a good chance to use this channel with a sample of the following:

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Other Best Fit IMC

The other top two forms of multimedia communication that would be the best fit to support Callaway marketing communications plan for the tradeshow are email and postcards.

Email: We will target top people specifically by sending a visually attractive email encouraging to set up appointment with Callaway during the show. This will include a special invitation to the best hospitality suite at the event for several reasons.  1) They know all the big execs in industry will all be in one room in a relaxed atmosphere to do some heavy-duty networking; 2) The reception will be peppered with golf pros and celebrities; 3) The complementary food and drink will be topnotch; 4) there will be special giveaways at this invitation only event.

Postcards: Postcards may seem like a very outdated and outmoded marketing tool—but these can be effectively used and why they are a really good fit for the PGA merchandise show. Postcards would be used two different ways for the show.  They are really good for pre-event promotion because nowadays most businesses are inundated with promotional emails. About one-month prior to the show we will use our best mailing list and send a really nice, glossy postcard that features the booth number and a message that says to call/email to set up an appointment during the show and bring the card for a one-on-one tour and demonstration of all of Calloway’s newest featured golf equipment and clothing. Afterwards, you will receive your choice of a selection of our any latest top products.

The other use for the postcards, is each day at the entrance of the tradeshow we will have a couple of employees passing them out: Stop by the Callaway booth this morning for a complimentary cappuccino/latte in a souvenir cup. The next day we can pass out another with the message to stop by Callaway’s in the afternoon for a beer in a souvenir porcelain mug.

Using Customer and Employee Testimonials, Especially in Government Contracting Industry

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There is a very unique business in America that doesn’t fit into the standard business model when it comes to social media marketing. For those unfamiliar with government contracting and how it works, a government contractor is a private company that produces goods or services requested by the government.  To be awarded the contract, a company must compete with others by submitting a proposal based on the government’s Request for Proposal (RFP) which specifies the work requested and timeframe the contract covers. Most of the time a contract is set for a year, with several option years if the contractor continues to do a superb job under budget. Government contracting websites and social media channels are among the least customer viewed for a reason. Current and prospective clients aren’t interested because there is no cause for them to research a company in this fashion due to the stringent award process.

The recession continues in government contracting, prompting more federal companies to explore options to service offerings in some adjacent private markets and generally the best ROI is face-to-face marketing. Most government contractors are in niche markets, so the good news is many of these contractors are considered top in their industry with subject matter experts on staff that can author rich company blog postings.

Customer, Partner Testimonials and SME interviews for Content Resources

The most coveted external sources are satisfied customer testimonials. There are many restrictions using current government customers to endorse private industry, so it’s best to place emphasis on former customers who are no longer in a restrictive position that you can use as modified case studies. .

To ensure the best use of customer/partner testimonials in building an IMC content strategy, I first researched several external communication sources that could offer advice.  These included (Kittaneh, 2014)5 Social Media Sources of Testimonials for Your Business (Links to an external site.); (Ash, 2014)Using Customer Stories to Build Trust and Increase Conversions (Links to an external site.); and (Burdett, n.d.)Defense Contractors: Pros and Cons of Social Media Platforms (Links to an external site.).

Legalities of Using Customer Testimonials in Advertising Resource

The power of referrals, endorsements and quotes from customers can really bolster a brand but it’s best to be entirely familiar with truth-in-advertising and endorsement laws as set forth by the Federal Trade Commission.  Here is a good source to ensure proper compliance:FTC’s Endorsements guide for businesses (Links to an external site.). Some of the highlights include:

    • All Endorsements Must Be Truthful and Not Misleading
    • Endorsements Must Reflect Typical Experiences
    • Disclose Any Connections or Affiliations to Your Endorser
    • User-generated reviews from other websites are the property of the person who wrote the review. There are other ways, however, to incorporate customer reviews into your website:
      • Add links or plug-ins to your website that take people directly to your page on crowdsourcing review sites like Yelp.
      • Use third-party rating and review tools, such as Shopzilla or BazaarVoice, on your site so that consumers can review products post-sale. Don’t forget to add a disclaimer notifying your customers that the review may be posted online and used for marketing purposes.
      • Many companies receive awards from various government or media sources. Even though the government cannot endorse a company in an advertisement, posting some of the content in the citation is acceptable in various social media forums.
      • Put the following on Twitter with ceremony photo: #___ receives _____ award for ________ from___________. Use the embed tweet option with complimentary tweets which  provides fully formatted piece of text to embed on company site. An embedded tweet makes for a perfectly credible testimonial as it can be traced to a real person.

Use Social Media to Promote Stockholders meeting or other key meetings

      • At annual stockholders meeting, conduct several short video interviews of board members, CEO, and or pre-approved executives that can be tweeted out, used on company Facebook page, website, etc.
      • Prior to meeting, post photos with short bios on featured speakers on Facebook and LinkedIn company pages to promote stockholder attendance at meeting. Link the post to email that will be going to all stockholders prior to meeting.
      • After annual stockholder’s meeting, post the two interview videos on company website, Youtube and company Facebook page with short description on company services and capabilities.
      • Send out Tweet with each of the Board Member’s photo with link to interview.
      • Cross promote the interviews on LinkedIn, Pinterest, Instagram and Google+. Embed Instagram image with caption.

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Using Subject Matters Experts for robust social media video content

      • Video interview several staff subject matter experts (SME) together on latest and future trends in their industry (approx. 4-5 minutes) and post on website, YouTube, Facebook, Google+ and LinkedIn and cross promote to Twitter, Instagram and Pinterest. Encourage comments and oversee comments by quick turnover of comments by SME.
      • Video interview several staff subject matter experts together on latest and future trends in company capability fields (approx. 4-5 minutes) and post on website, YouTube, Facebook, Google+ and LinkedIn and cross promote to Twitter, Instagram and Pinterest. Encourage comments and ensure quick responses to all comments from one of the subject matter experts (SME).
      • Video interview a variety of SMEs on “why they like working for your company” (approx. 1 minute) and piece together on website for recruiting and then post , YouTube, Facebook, Google+ and LinkedIn and cross promote to Twitter, Instagram and Pinterest. Encourage feedback and coordinate responses to all comments by SME.

References

Ash, T. (June 24, 2014).Using Customer Stories to Build Trust and Increase Conversions (Links to an external site.).Burdett, D. (n.d.)Defense Contractors: Pros and Cons of Social Media Platforms (Links to an external site.).

Kittaneh, F. (Dec. 9, 2014).5 Social Media Sources of Testimonials for Your Business (Links to an external site.)

Beasley, C. (June 5, 2013).Using Testimonials, Endorsements and Online reviews in Your Marketing – How to Ensure You aren’t Breaking the Law (Links to an external site.).

Proximity, Location-based or Hyper-local Advertising is ‘Where it’s at!’

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Proximity, location-based or hyper-local advertising is a method a business uses to get the attention of a mobile or tablet user (and those on laptops) that are in close range using WIFI, GPS or Bluetooth enabled.  Usually an alert will be in the form of a discount or special freebie to try and get them to come in to your establishment. Consumer privacy is completely protected since a person can  choose whether or not to receive the message. More companies are also using this measure as a reward for loyal shoppers who are currently in their store. (See for good example)https://www.youtube.com/watch?v=rMPP-TmYqAg (Links to an external site.)

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Benefits to marketers using proximity channels

As our lecture (Rhoads, 2015) states, “Proximity marketing offers marketers the opportunity to promote brands to highly targeted, on-location audiences to access what’s nearby and are good for any size business.” The lecture also mentions other positive mobile proximity variables such as providing deeper engagement with your audience and delivering relevant timely ads for the unique needs of mobile users

“Proximity marketing merges the physical and digital domains by using mobile devices to reach consumers at the greatest point of influence, providing bargains for shoppers and increased sales and consumer insights for retailers.  (Romanov,2012).Proximity Marketing: When Worlds Collide. (Links to an external site.)

In addition to its new Mobile Audience Network, in October Facebooklaunched (Links to an external site.)local awareness ads (Links to an external site.)that are more cost-effective than traditional advertising channels like newspapers and flyers, plus they offer “more precise targeting, greater reach and a great way to discover new places of interest.” (Protalinski, 2014).Facebook Launches Local Awareness Ads to let Businesses Target Users Nearby. (Links to an external site.)

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Why incorporate into an overall communications plan?

Statistics point to a good return on investment to include53% of consumers willing to share current locations specifically to receive offers of which 63% feel a coupon is the most valuable form of mobile marketing. Data has also shown that 57% of people are more likely to engage with location-based advertising along with 62% sharing local deals with friends.

Macy’s, an early adopter of Proximity Marketing, announced in 2014 that it will be rolling out the technology to all of its stores after a successful pilot last holiday season. Macy’s will send personalized department-level deals, discounts, recommendations and rewards to customers who opt-in. In addition, Coca-Cola, Procter & Gamble, Levi’s and Kraft have reported that interactions with advertised products increased 19 times and in-store app usage was 16.5 times higher for users who received a beacon message. A large Las Vegas casino tailors messages to customers such as the benefits of joining their player’s club, or welcome offers to VIP customers including greeting them with their favorite drinks.  (Petro,2014).How Proximity Marketing is Driving Retail Sales. (Links to an external site.)

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Research also shows what common sense suggests: Consumers are most likely to buy when they’re in sight of products and services in which they’ve shown an interest giving merchants an edge. Retailers who have targeted merchandising strategies to move specific products can benefit greatly from proximity marketing because it allows them to quickly change messaging as inventory levels fluctuate. The real time engagement will also yield valuable data on your consumer buying habits and message effectiveness. A recent installation at a leading North American convenience store chain didn’t garner even one complaint, and the messages did help to drive sales increases. The consumer who is most receptive is also in a highly desirable demographic: tech-savvy customers with disposable income. (Romanov,2012).

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How will wearables influence proximity marketing strategies?

The modularity of the NEX Band is its biggest advantage because the product will be able to grow with its user. Although younger testers are much more interested in gaming features, young adults are much more interested in the proximity features, in the fashion component, and in customizing notifications that go directly to the bands. (Yury,2014).Betting on teens on Wearable Tech. (Links to an external site.)

“NFC and RFID chips could be easily embedded and thus turn any daily item into a wearable,” Donovan noted, “and that means a lot of consumer data to be generated”. As Clarke pointed out, however, many companies are still “trying to figure out what to do with the data that proximity and wearable tech generated”. In order to realize the aforementioned contextualization in consumer marketing, we will need figure out how to leverage data into consumer insights.Called by some “The Holy Grail of Content Delivery” – wearable tech offers marketers the opportunity to speak to their audience based on their location, in real time. Wearables will be able to measure so much: movement, stress levels, the sound in your environment, how frequently you go outside, whether you take the elevator or the stairs, whether you usually go to noisy bars or quiet cafes. Nike could offer a 15% rebate on a pair of shoes after the consumer runs 50 miles in them. (McDonald, 2015)4 Ways Wearables Will Change Marketing. (Links to an external site.)

When have I taken advantage of a proximity marketing offer?

I am very disappointed to say that I’ve never received a proximity offer.  Even though I haven’t really signed up to receive many offers from some of the restaurants in my area, I have remitted my mobile data to all the grocery stores I frequent (Safeway, Giant, Trader Joe’s, Walmart and Target) and am perplexed why these major chains aren’t taking advantage of this effortless and useful technology. I also have the McDonald and Dunkin Donut app and have never received a proximity alert for either. The odd thing is that I’m bombarded with constant messaging but not when I’m near a point of sale and would gladly veer to another store with a decent offer!

References

McDonald, M. (Jan. 26, 2015)4 Ways Wearables Will Change Marketing. (Links to an external site.)

Petro, G. (Oct. 8, 2014).How Proximity Marketing is Driving Retail Sales. (Links to an external site.)

Protalinski, E. (Oct, 7, 2014).Facebook Launches Local Awareness Ads to let Businesses Target Users Nearby. (Links to an external site.)

Rhoads, J. (February 2015). MMC 5006 Lecture Week 8: Proximity Marketing.

Romanov, A. (Dec. 11, 2012).Proximity Marketing: When Worlds Collide. (Links to an external site.)

Yury, C. (July 31, 2014).Betting on teens on Wearable Tech. (Links to an external site.)

Fitting the square marketing peg into the round social media hole

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Back when the internet was just taking off and getting footing as a communication super highway, there were many of us trying to figure how to add company brands onto this fast moving train.  Along the way we ran into many roadblocks as best to be described as trying to “fit a square peg into a round hole.” Why? Because social media started out as exactly that “social.” It was originally formulated to connect people to people and soon, people to news or other solicited valuable information.  The best brands could do without looking overly aggressive and desperate was establish a web site, and then build lists as best we could to integrate emails into our marketing to drive consumers to our websites. We used a lot of print advertising during this time to try and drive traffic to web sites — but this was way before ecommerce was hot and you could actually order products from sites. Luckily for brands, social media site pioneers soon discovered that the only way to make real money was to drop the $10 a month aol user fee and instead open the way to brand involvement.

As our weekly lecture points out (Rhoads, 2015), “Web 1.0 was more of a one-way funnel process but now the web is more open with motion where personal opinions matter. Web 2.0 technologies have given us social media that is more interactive, engaged, and a richer user experience. We now have the ability to collect intelligence while sharing, retweeting, creating blogs and commenting at will, especially now with mobile that’s instant and in our pockets.”

Anthony Young (2014) adds that the reach of social media networks as media branding opportunities is now very substantial, moving social media from being just a small niche channel talking to a handful of potential influencers–to conversing with audiences at scale. The consumers that many marketers are particularly chasing are engaging social media more than the general population. All media have in effect become social media channels.”

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Using Social Media in the Sales process

Ninety-two percent of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites. And according to Social Media Examiner (Links to an external site.), 97% of marketers are currently participating in social media—but 85% of participants aren’t sure what social media tools are the best to use. This demonstrates a huge potential for social media marketing to increase sales, but a lack of understanding on how to achieve those results. Here are some of the ways social media marketing can improve business: ⇨Increased brand recognition, ⇒improved brand loyalty, ⇒more opportunities to convert, ⇒higher conversion rates, ⇒higher brand authority, ⇒increased inbound traffic, ⇒decreased marketing costs, ⇒better search engine rankings, richer customer experiences, and ⇒improved customer insights.The Top 10 Benefits of Social Media Marketing. (Links to an external site.) (Demers, 2014)

“Social media can also be classified by their ability to facilitate certain social functions. These social functions often involve identity, conversation, sharing, presence, relationships, reputation, and groups. Kaplan and Haenlein created a classification scheme using six different types of social media– collaborative projects (e.g. Wikipedia), blogs and microblogs (e.g. Twitter), content communities (e.g. YouTube), social networking sites (e.g. Facebook), virtual game worlds (e.g. World of Warcraft), and virtual social worlds (e.g. Second Life).” (Boundless, 2015)

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The strategy of using Twitter and Facebook to help sales

Sometimes, just creating awareness is the number one goal for businesses. “Four in five brands use Twitter as a tool to increase awareness of their products and services, with less than one quarter implementing the platform to drive sales. The Social Media Marketing University (Links to an external site.) surveyed more than 1,000 marketing pros in the U.S. and found that 79.4 % used Twitter to increase brand awareness, which finished first in the poll ahead of driving web traffic (58 percent) and engaging existing customers (55 percent). Just 24.4 percent use Twitter to drive sales.” (Bennett, 2014) Brands Use Twitter to Boost Awareness rather than Sales (Links to an external site.)

Twitter users are three times more likely to follow brands than Facebook users. Combined with the above average income and above average education, Twitter users’ propensity to interact with brands make them a huge potential source for mass influencers. 33% of active Twitter users share opinions about products and companies, 32% make recommendations, 30% ask for recommendations and 19% seek customer support via Twitter. 43% of Twitter users engage brands by sharing news and info, 35% actively use the brand, 21% voice opinions with only 1% conversing directly with the brand via Twitter. When it comes to recommending a brand: Twitter 33%, 24% email subscribers, 21% Facebook. The likelihood of purchasing from a brand: 37% Twitter, 27% email subscribers and 17% of Facebook likers. “The Power of Twitter”

The “Blueprint for the Perfect Facebook Post suggests keeping copy short and tone personal. Boost your post as a sponsored story within the first 24 hours to reach a greater percentage of your fans. Remember that close to 70 % of fans use mobile device so use high impact imagery or short video for one click interaction. To measure success on what post works best, use the engaged fans metric on the insights page. Stay engaged by adding questions or comments on the conversation.”

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http://www.statista.com/chart/2058/reasons-to-use-twitter-as-a-marketing-tool/

Overcome selling hurdle process with Twitter and Facebook

Why so many marketers struggle is because they waste time with no defined strategy and consistently executed plans. Just realizing the statistics of your target audience can help in establishing a good strategy.

In the video, “The World Without Facebook” (Links to an external site.) the average user creates 90 pieces of content per month and the largest population who use Facebook are 18 to 34-year-olds. The average user has 130 friends with the U.S. as the number one Facebook user. The average user spends 23 minutes on each visit to Facebook and 70% of local businesses use Facebook for marketing.

“Custora came up with its figures by analyzing data from 72 million customers shopping on 86 different retailer sites and found that customers who came to retailers from a search were more than 50 percent more valuable than average and email customers were nearly 11 percent more valuable than average. Facebook customers were just about average. Twitter customers, meanwhile, were 23 percent less valuable than average during the two years following that first click.” Email Is Crushing Twitter, Facebook for Selling Stuff Online (Links to an external site.)(Wholsen, 2013)

So how is Facebook and Twitter addressing this average user rating trend? By making sure that brands realize that ads on Facebook and Twitter don’t have to lead to immediate clicks to have an impact, they still have the potential to raise ambient awareness.

For contemplating marketing on Facebook and Twitter, sometimes you just have to take that swan dive.  “Just three years ago I was oblivious to social media tools but today, my companies have accumulated more than 300,000 Facebook followers and another 275,000 active followers on Twitter. Boost Sales with these 7 Social Media Tips. (Links to an external site.)Here are some things we did that helped us build a presence and a following on Facebook and Twitter: 1. Start and start fast. 2. Post often and keep posting. There is no such thing as posting too much content. The only way you are going to get attention is through frequency. 3.Post content that makes you the expert in your space. Think in terms of providing information based on what you know and the service your business or products offers. If you are a dry cleaner, post everything there is to know about dry cleaning, stain removal and fabrics. 4. Make the world your targetUnderstand from the start that anyone worldwide can see your content and be inspired to take some sort of action. 5. Create varying content. Use every form of content possible: videos, photos, quotes, articles and blogs and curating the content of others. Even by sharing the content of a competitor you will pick up their followers. 6. 80/20 rule. Eighty percent of your content should be information based, not promotional. In the beginning, you may even shift that to 95/5. As you grow followers, you can increase promotions. (Cardone, 2014)

Try Following JetBlue’s example

“JetBlue’s social media goal is for a truly organic experience–people talking to people. There are between 1,500 and 1,600 mentions of JetBlue daily. The challenge is to respond to the right messages and when they think they can create stories that people want to talk about. What we’re doing through Twitter is no different from what we do face-to-face.” Other tips JetBlue offers is to be yourself and build relationships, don’t shy away from unique opportunities to engage, speak a customer’s language, use all your company resources—not just your PR team, strive to build an engaged network. (Keith, 2014) The Secret to Jet Blue’s Awesome Social Engagement. (Links to an external site.)

Facebook and Twitter future direction

Here is a good video that came out this week from Magnet Marketer that talks about recent changes to Twitter and Google Search integration, Facebook updates and YouTube custom URL updates that can change this year’s landscape for the two powerhouses.https://www.youtube.com/watch?v=oPf12dyaO2U (Links to an external site.)

Here’s a second video published last month that shows how to set up and use the new Facebook Call to Action button available now for business pages. https://www.youtube.com/watch?v=yX2wQew_Wzs (Links to an external site.)

References

Bennett, S. (March 28, 2014). Brands Use Twitter to Boost Awareness rather than Sales (Links to an external site.).

“Blueprint for the Perfect Facebook Post

Boundless, (Jan. 5, 2015). Social media websites and applications allow users to create and exchange user-generated content on the web (Links to an external site.).

Demers, J. (Aug. 8, 2014). The Top 10 Benefits of Social Media Marketing. (Links to an external site.)

Keith, J. (Aug. 7, 2014). The Secret to Jet Blue’s Awesome Social Engagement. (Links to an external site.)

Rhoads, J. (Feb. 2015). Week 7 Lecture: Social Media.

“The Power of Twitter”

Wholsen, M. (July 1, 2013). Email Is Crushing Twitter, Facebook for Selling Stuff Online (Links to an external