4.6 Coordinating Social, Internet, and Traditional Media Promotion Plans
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1 Content Opening Case: Johnson & Johnson Uses New Media Marketing 4.1 Getting Started with Social Media Promotions 4.2 Promotional Tools: Definitions and Use 4.3 Social Media for Social Commerce Communication 4.4 Owned Social Media 4.5 Paid Social Media: Advertising 4.6 Coordinating Social, Internet, and Traditional Media Promotion Plans Learning Objectives Upon completion of this chapter, you will be able to: 1. List and define the six social media promotion steps. 2. Identify the key social media communication objectives. 3. Explain how to select social media tools and platforms to achieve campaign objectives. 4. Compare and contrast the essentials of owned, paid and earned media. 5. Give examples of several owned social media channels and tactics. 6. Explain the advertising formats for social media. REVIEW QUESTIONS 1. Describe the six steps of social media promotion. The first step in effective and efficient social media marketing communication is to identify and gain a good understanding of the organization's target market(s) and its social media use and behavior. Second, companies develop marketing communication goals for their social media campaigns, and third, they select the social media platforms, such as Facebook or YouTube
2 videos, and tools (such as advertising or sales promotion). The fourth step is to execute and monitor the campaign, and fifth is to define/review performance metrics (such as number of clicks on an ad). Finally, the marketer refines the other 5 steps based on how well the campaign is working. 2. Identify several social media markets. Responses will vary but may include popular sites such as YouTube. 3. What are the main communication objectives companies seek to achieve with customers and prospects? The key communication objectives include building awareness, interest, desire and action (AIDA). Other important objectives are building brand loyalty and purchase frequency/quantity over the customers lifetime and engaging customers and prospects in social media content. 4. List and define the five traditional promotional tools. Advertising: "Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor." Public relations: "Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events." Sales promotion: "Short-term incentives to encourage the purchase or sale of a product or service." Direct marketing: "Direct connections with carefully targeted individual consumers, to both obtain an immediate response and cultivate lasting customer relationships the use of direct mail, the telephone, direct response television, , the Internet, and other tools to communicate directly with specific customers." Personal selling: "Personal interactions between a customer and the firm's sales force for the purpose of making sales and building customer relationships." 5. What is the most important criterion used by companies to select appropriate social media platforms for communication? The most important criterion for platform selection is to find which social media are used most by the company's target markets. Companies achieve this by getting user statistics from the social media company, surveying customers, or experimenting to see if a site's users want to engage in the company's content.
3 6. Define owned, paid, and earned social media. 1. Owned media carry communication messages from the organization to Internet users on channels that are owned and, thus, at least partially controlled by, the company. 2. Paid media are when the brand pays to leverage social media properties. These are properties owned by others who are paid by the organization to carry its promotional messages (e.g., advertising). 3. Earned media are when customer conversations become the channel: Messages about a company that are generated by social media authors (such as bloggers), traditional journalists on media websites, and by Internet users who share opinions, experiences, insights, and perceptions on social media sites and mobile applications. 7. Define all the types of owned social media. Websites dedicated to gathering customer opinions. Some sites exist for consumers to provide new product ideas. Online public and private communities. Companies create spaces for consumers, prospects and business customers to discuss topics of interest or seek company support with technical or product issues (among other goals). Blogs and microblogs. Individuals in sponsoring organizations create blogs to express opinions, discuss product uses, and share information in sites such as Blogger, Tumblr, and the WordPress publishing platform. Multimedia sharing sites. These include photographic image sharing (e.g., Flickr, Pinterest, Instagram, and Photobucket), video sharing (e.g., YouTube, Vine, and Vimeo), and podcast (audio) sharing (e.g., itunes and Sound Cloud). Virtual worlds. Companies can create a presence in metaverses such as Second Life, or create their own virtual world to support commerce, such as Webkinz. Company-hosted virtual events. Organizations host Webinars and online events that attract participants who can send questions and chat with each other during the event. Mashups. These include many types of website combinations to engage consumers. 8. What are the key advertising formats used in social media to aid commerce? Display ads use text and graphics, as well as the company s logos and contact information/web links. Classified ads can be found on dedicated sites, such as Craigslist. Social ads incorporate
4 user interactions that the consumer has agreed to display share, such as a profile picture and name. Behaviorally targeted ads present ads to the user based on their previous behavior. Sponsored content integrates editorial content and advertising based on either underwritten (someone else's content) or advertiser-created content. Product placement embeds products or ads in online multiplayer games or videos (as well as traditional media). Text link ads include a hyperlink placed in specific text in social media content. 9. How is Facebook used for advertising? Advertisers simply upload an image and type the text right into the Facebook template. Facebook offers excellent metrics to see how many people were presented the ad, and whether or not they took an action, like clicking on a link. 10. How do marketers integrate online and offline communication plans? These marketers face a mashup of new and traditional media that can carry the promotional tools of advertising, sales promotion, direct marketing, public relations and personal selling. The guiding force for selecting appropriate tools and media is the communication objectives in desired target markets. TOPICS FOR DISCUSSION AND DEBATES 1. Is there a large risk for bloggers who accept sponsored content? Debate this issue. Student debates will vary. 2. If you were running a social media campaign for Nike, how would you allocate your advertising budget among social media platforms, and why? Student debates will vary. 3. How can a social media marketer use Facebook to reach international markets? Student debates will vary. 4. What are the advantages and disadvantages of using social media compared to using a company's own website? Student perceptions and opinions will vary.
5 5. Which would be the best social media for advertising the college book store to students at your university? Explain and defend your answer. Student perceptions and debates will vary. 6. Compare and contrast the use of a blog instead of a Facebook page for social commerce. Student debates will vary. Some will point out the greater number of existing users in Facebook, but greater controls of a blog. 7. Which social media platform(s) would be best for a sales promotion tactic, such as a coupon or contest? Why? Student perceptions and opinions will vary. 8. Discuss the potential business use of Twitter for social commerce. Student responses will vary, but may focus on the ability of businesses to share and promote tweets about products/services. 9. What are the advantages of a social media press release, and why would a company use that instead of a traditional release? Student opinions will vary, but may focus on ease of use and adoption rates of social media services. 10. The Pivot Conference research found only 9% of respondents using social media to sell products (see pivotcon.com/wp-content/uploads/2013/07/rotsa2011.pdf). Why use social media if this is not the goal? Student perceptions and opinions will vary. 11. Do you think that social ads have any privacy risks for Facebook page owners? Why or why not? Student opinions will vary. INTERNET EXERCISES
6 1. Visit Wikipedia and search for the article about your university. Register and edit the article to make it more accurate and engaging. Make a copy of the before and after pages and write a short report discussing the process you used. 2. Find three social media display ads that you think are ineffective and explain why, describing how you would improve the ads. Student opinions and reports will vary. 3. Visit the Interactive Advertising Bureau (iab.net) and read the 2013 study on mobile advertising (iab.net/ovumstudy). What are the key findings and future outlook for mobile ads? Student research and reports will vary. 4. Visit us.coca-cola.com/home and facebook.com/cocacola and compare and contrast, explaining what you think are the objectives of each. Student opinions and reports will vary. 5. LinkedIn is growing rapidly. Visit linkedin.com/about-us read about it. Do you think business networks like this will ever draw more traffic than other social networks, such as Facebook? Why or why not? Student opinions and reports will vary. 6. Visit Twitter.com and read some of the tweets. If you were an entrepreneur with a new product, how could you use Twitter to build awareness and increase social commerce (sales)? Student opinions and reports will vary. 7. Enter advertising.com. Find and describe the innovative/scientific methods that are offered and related to social commerce. Responses will vary based on the time the research is completed. 8. Visit Google and do a search for your favorite car. What sponsored ad appeared on the results page? Now, do a search for your favorite music group. What sponsored links appeared on the results page? What conclusion can you draw about targeted advertising?
7 TEAM ASSIGNMENTS AND PROJECTS 1. Review the opening case and answer the following questions: a. Identify the online promotional actions adopted by Johnson & Johnson and relate them to the methods described in the chapter. J&J has used a variety of online promotional strategies including websites, blogs, YouTube channels, Twitter/Facebook and other channels. b. earch the nternet to find more details about Johnson & Johnson s marketing activities on YouTube. Student searches will vary. c. Search the nternet to find more details about Johnson & Johnson s marketing activities on Facebook and Twitter. Student searches will vary. d. earch the nternet to find more details about Johnson & Johnson s marketing activities on mobile devices. Student searches will vary. e. utline the major benefits from Johnson & Johnson s online marketing activities. J&J has generated many positive benefits, including the ability to better target and connect with customers. 2. Each group is assigned a social network that has business activities (e.g., LinkedIn, Xing, Facebook, Twitter, Second Life, etc.). Each group will identify all paid and owned social marketing communication on the sites. Write a report and deliver a class presentation. 3. Facebook is increasingly offering new marketing tools (e.g., Open Graph, Social Plugins). Identify all the tools offered. Each group will concentrate on the implication in one of the
8 following areas: owned media, advertising, shopping, market research, customer service, CRM, and others. Present your findings to the class. 4. Each group will adopt one or two of the following companies that actively promote their products on Facebook and Twitter: Coca-Cola, Starbucks, Ford, Pepsi, Disney, Victoria Secret, itunes, Toyota, Sony, or P&G. Find what methods they use and how they run their campaigns. Present your findings to the class.
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