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Digital Marketing Lecture 7 Social Media (What do you want to achieve…

- - - - Which social media platform they use
      - How do they use social media
- - - - Within ones' control
        
        Delicated blogs
        
        Official brand pages on social media
      - Control the messaging and editorial and tell the story you want
    - - Third party
      - Also can control the messaging and tell the story you want
    - - Any Publicity a company received from unpaid promotional efforts
      - More editorial in nature
      - Generated by opinion leaders and other credible third-party sources (e.g.journalists, bloggers, influencers)
      - Viral Marketing
        
        Sub-category of Guerrila marketing
        
        Minimum input maximum output
        
        A form of ambush markeing
        
        all super bowl ads were ambushed by TIde
        
        Connecting emotionally
        
        Surprise +other emotionally
        
        high arousal positive (awe) or negative (anger or anxiety) emotions is more viral
        
        Content that evokes low-arousal or deactivating emotions (e,g, sadness) is less viral
        
        Fit between emotions & campaign
        
        Capture imagination
        
        Clearly targeting message
        
        Humour works best if related to the product
        
        How do you win earned media
        
        Connecting emotionally
        
        • Allow & Promote Content Sharing
        
        • Make Sequels
        
        • Connect with Comments
    - - Blogger received a freee sample
        
        They didn't control
    - - User-generated content
      - Basically interested some content
      - share, comment
    - - Organic
        
        Company organic
        
        A brand to consumer message, at no cost, encouraging consumers to follow it on twitter
        
        Celebrity Organic
      - Paid
- - - - Process
        
        Creation of content posts for company's social media
        
        2.
        
        Reputation Management
        
        Social Media Monitoring
        
        看customer 评价，po文与品牌相关
        
        related the symptoms
        
        Social Listening
        
        feedback
        
        Root Causes
        
        Competitor Analysis
        
        Examine how your competitors are doing on social media
        
        Product Research
- - - - people no intrest long