DIM 2017_ Lecture 6.1 Content development and management: social media and networks

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