Content Development and Management: Social media and networks Digital (Interactive) Marketing (Lecture 6.1) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
Learning Outcomes • To overview the foundations of the social media marketing: history, the four zones of social media, the notion of social media footprint • To investigate the best practice in the content development/management for social media across platforms/channels using 4 development/management stages • To emphasise the role of consumer voice in digital marketing - UGC • To understand the need for content planning – SmartInsights content planning template – Content matrix
It is not so new as we think ‌.
Evolving continuously
Global Fragmented
4 Zones of Social Media
Source: Tuten and Solomon, 2015. Social media marketing, p. 8.
4 zones of SM: brand applications Social Publishing
Social Community
Blogging Shared branded content Advertising / PR Re-sharing
Building brand/consumer Relationships Promoting a presence Marketing research
SM Zones Social Commerce
Social Entertainment
Buying and selling Servicing Managing Converting to transactions
Enabling play Branded entertainment
SM Zones
Examples
4 Zones across Owned media, earned media, paid media
Native advertising
Source: Tuten and Solomon, 2015. Social media marketing, p. 26.
Highlights for businesses/brands
Advice for your campaign! What are your business goals? What are your social media goals/objectives? are they platform specific?
Stats for 2015
http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-globa l-social-media-research
Social media Footprint Linked to social identity – “the way we represent ourselves via text, images, sounds, and video to other who access the Web” Tuten and Solomon (2015, p. 82).
A social footprint is “the impression or mark that a person makes when he or she occupies digital”, social media space Tuten and Solomon (2015, p. 85).
Social Media Touchpoints
Source: Tuten and Solomon, 2015. Social media marketing, p. 84.
YouTube channel – Elvira Bolat Blog/website – www.elvirabolat.com Scoopit http://www.scoop.it/u/elvira-bolat-elvira-bolat Google+ profile Facebook page for PG unit DIM blog Periscope Vine
2 Facebook profiles Tweet feed (@Elvira_Mlady) Instagram LinkedIn
Zone Zone 1 2 Zone Zone43 Not active in this space
Aurasma: DrElviraBolat
Helps with Situational analysis – internal audit and segmentation/targeting
SM: content development and management – 4 stages
Create Engage Listen
Share & integrate
1. Listen
Checking for influencers, blogs, pundits, new, trends ‌. – this informs your Content Plan!
https://www.google.co.uk/alerts
http://addictomatic.com
Addictomatic searches
http:// www.socialbearing .com
http://www.twazzup.com
http://iconosquare.com
2. Engage
Share, contribute, comment ‌.
Native advertising
3. Create your own content
Content / stories that sticks ‌
What sticks?
Who is Hero? Consumers? Employees? Other Stakeholders?
Story ‌ narrative large or small – all do it!
PAS – unbreakable rule of the Web 2.0
Perfect post • Create value (i.e. information, entertainment, assistance) • Call to action • Concise • Use images and #
or this?
Is this GOOD example?
#StartsToday #putacanonit #tweetfromtheseat #bareselfie
Embrace Change!
Content Only? + INCENTIVE • Use tools to leverage relationships • LISTEN • Incentive = Exclusivity
“Make the Offer They Cannot Refuse!”
Track, opinion, analysis, mashup
https://storify.com/
Track
Opinion
Analysis
Interactive & remarkable content
http://www.anniwang.com
Check this: http://www.boredpanda.com/powerful-social-advertisements/
Make it Viral
http://jonahberger.com/wp-content/uploads/2013/02/ViralityB.pdf
What do you need to do to make it Viral? Provoke Feeling – emotion, aspiration Make a connection
Mashups
4. Schedule, share and integrate
Share
Facebook – Thursday and Friday 1pm – most shares, 3pm – most likes Twitter – B2B (Monday-Friday) B2C (Wednesday – Sunday) 5pm – highest retweets LinkedIn – Tuesday- Thursday 7am-8am, 5pm-6pm Instagram – Monday, 3pm-4pm, off work hours
Schedule
Check this! http ://www.adweek.com/soci altimes/best-time-to-p ost-social-media/50422 2
5 – 3 – 2 RULE (weekly activity) Five social media posts based on information from others that’s relevant to your audience. Three non-sales related posts based on your information that’s relevant to your audience. Two personal posts that aren’t business-related and help humanize you and your brand.
Integrate
Integrate tools: http://sproutsocial.com http://www.socialbro.com https://hootsuite.com https://bufferapp.com
Don’t forget UGC Assumption is CONTENT is CHEAP, RELEVANT CREATED for YOU
https://books.google.co.uk/books?id=X5wq8Oai37UC&pg=PA413&lpg=PA413&dq=user+generate d+content+becker+2008&source=bl&ots=MRvyZOIYVH&sig=CJJi6VndGQUWAJcdhWtfK-zPhJs&hl=en &sa=X&ei=ZPztVMD6JpKw7AaLt4DwCQ&ved= 0CEEQ6AEwAw
UGC But you need: a Critical Mass – Community a Segmented Community a Purpose (communities with a purpose are more active)
Curate, seed, & CONTRIBUTE
SM: content development and management NOT just THIS!
Measure Create Engage Listen
Share & integrate
Source: SmartInsights
Content planning timeline
Source: SmartInsights
Check the SmartInsights planning template via myBU, Unit Materials, week 5, Additional Reading and Materials for weeks 5 and 6!
Content Value Ladder
Source: Tuten and Solomon, 2014. Social media marketing