Mastering Marketing on Social Media Platforms
Explore the world of social media marketing in Chapter 10, covering topics such as blogging, consumer reviews, social networking, customer service, influencers, strategic considerations, and limitations. Understand how to leverage various platforms and key decisions for successful marketing campaigns.
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Presentation Transcript
CHAPTER 10 MARKETING ON SOCIAL MEDIA
10.1 INTRODUCTION Still the darling of marketing? Return on investment? Misuse of social media platforms. Impact on individuals abuse Social media platforms use (or is that misuse?) of users data Social media defined Social exchange theory What social media marketing is NOT of social media-based
10.2 BLOGGING The original digital social media? Commercial blogs: The company evangelist The product blog The event blog The promotional blog Key decisions
10.3 CONSUMER REVIEWS AND RATINGS The biggest impact of the Internet on business? Significant impact on consumers buying journey. Impact: Marketers best friend or worst enemy. Improved the products consumers. Testimonials Key decisions and services for
10.4 SOCIAL NETWORKING, SOCIAL SHARING AND COMMUNITIES Originally, platforms for each application. Now the same platform can marketing purposes though niche platforms can still serve a marketing purpose. Key decisions Text-based social sharing Image-based social sharing Video-based social sharing be used for multiple
10.5 CUSTOMER SERVICE AND SUPPORT ON SOCIAL MEDIA Two aspects: Proactive service and support Reactive service and support Key decisions
10.6 INFLUENCERS The influencer in a wider marketing context. The customer loyalty ladder. Pre-Internet influencers. The development of the online-only influencer: A person who is paid by a company to show and describe its products social media, encouraging them. Key decisions and people services on to buy
10.7 STRATEGIC CONSIDERATIONS FOR MARKETING ON SOCIAL MEDIA Key decisions Management and implementation Who owns, manages marketing? Measure and monitor and performs social media
10.8 LIMITATIONS OF MARKETING ON SOCIAL MEDIA Return on investment. Trust on in social media. Engagement and brand followers. Rates of engagement. Does engagement on social media harm true engagement? Reasons for following a brand. Only customers follow bands. Where followers follow. Key decisions.
10.9 SOCIAL MEDIA USE AND USER BEHAVIOUR Much of the available data can be interpreted as being negative [or realistic?] aspects of social media s use in marketing. Jacob Nielsen s 90-9-1 rule. First Direct s social media personas. Social use and commercial intent. about some
EPILOGUE Social the Emperor s New Digital Clothes? Ticking the marketing boxes. Media Marketing Marketing Panacea or
