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Topic 3: Social Media Marketing, used to analyse content found on - Coggle…
Topic 3: Social Media Marketing
Marketing Strategies
Consumers
are changing
Wireless consumers are better informed
They
interact easily with other consumers
to exchange
brand-related information
views
congregate and socialize
Social media is
now an integral part of any marketing communcation strategy
Online
Mobile
technologies that distribute content to facilitate interpersonal interactions
where
Marketers interact with consumers via
Owned
Media
Examples
Twitter
Facebook
Instagram
LinkedIn
Pinterest
Youtube
Earned
Paid
Shared
More communications are empowered
leading to
the emergence of the 4E Framework
consisting of
Experience
through providing information about a firm's goods and services
How they work
How to use
Example
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Where to obtain
Excitement
through relevant offers
Relevancy is achieved by
providing personalized offers
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Engage
through digital marketing tools
such as
Websites
Social media
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Mobile apps
Online videos
E-mail
Blogs
Educate
customers about the offers
with social media tools such as
blogging tools
blogs
Types of Social Media
Social Networking Sites
are
Excellent ways for marketers to create excitement
Examples
Facebook
LinkedIn
Media Sharing Sites
allow consumers to
experience the firms' goods and services
Examples
Youtube
How to Make YouTube Your Social Media Marketing Tool
Instagram
TikTok
TikTok And Influencer Marketing: Calvin Klein Campaign
engage with the firm
are effective to
Thought Sharing Sites
consist of
Different types of blogs
Corporate
Professional
Personal
Micro
are effective to
Firms engage with customers
through social and mobile media
using the
Three Components of Social Media Strategy
Analyze
the information available through various touchpoints
using 3 main categories
Traffic
find out the amount of traffic using their sites
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Visitors
what they are doing
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what engages them
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who they are
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what excites them
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Data from other sites
analyze the data from those sites
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Do
social media tactics to excite customers
in a way similar to
Executing a marketing campaign
following these steps
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Listen
to what customers have to say
using techniques like
Sentiment Analysis
which is
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Social Customer Service: Lessons from 5 of Our Favorite Brands
Drivers of Social Media Engagement
consist of
Network
outcome in which
can be extended with influencers
Macro
people wirth visibility and awareness
that have
between 10,000 to <50,000 followers
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Celebrities
famous people known by many
that have
tens of thousands to millions of followers
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Micro
real and authentic people
that have
between 1000 to <10,000 followers
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every post is spread instantaneously across social media
Dynamic
examines how
information is exchanged through back-and-forth communications
which
promotes engagement
makes customers more likely to buy something
people flow in and out of networked communities as their interests change
Example
Kiasu Parents
Connected
outcome that
satisfies humans' innate need to connect with others
is bidirectional in social media
Shares different types of information such as
Location
Food
Exercises
News Articles
New Products
Information
outcome in which
relevant information is spread by
Firms
To other members of the social network
Example
BMW in a Chinese social media site
Individuals
Timeliness
is where
firms engage with customers
at the right
Place
Time
responding in a timely manner
positively impacts
customers' buying intention
Example
Homemade Goodies
used to analyse content found on