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SOCIAL MEDIA AND MARKETING (Social Commerce (Peer-to-peer, Social…
SOCIAL MEDIA AND MARKETING
Social Media
Marketers usually don't control content
Quick-share experiences and word of mouth
Marketers can listen and adapt
Easy to measure interactions
More direct and meaningful conversations with customers
Social Commerce
Peer-to-peer
Social networking websites
Group buying platforms
Peer recommendation sites
User-curated shopping sites
Social shopping sites
Shoppable videos
SM
Characteristics
Minimal costs
Low learning curve
Guidelines
Maximize owned media by creating digital touch points
Recognize public and media relations no longer translate into earned media
Understand that paid media must serve as catalyst to drive customer engagement
Social Media Concepts
The Listening System
Social media monitoring
Social Media Objectives
Listen and learn
Build relationships and awareness
Promote products and services
Manage your reputation
Improve customer service
Social Media Effectiveness
Identify KPIs
Align goals with business objectives
Set up Google Analytics
Assign values to KPIs
Benchmark
Metrics
Buzz
Interest
Participation and Engagement
Search engine ranks and results
Influence
Sentiment analysis
Website metrics
Types of users
Creators
Critics
Collectors
Joiners
Spectators
Inactives
SM Tools
Blogs
Corp
Noncorp
Microblogs
Social Networks
Media sharing sites
Social news sites
Location-based social networking sites
Review sites
Virtual worlds and online gaming
SM Plan
Listen to customers
Set social media objectives
Define strategies
Identify the target audience
Select the tools and platforms
Implement and monitor the strategy