Social Media Marketing Guest Speaker: James Frackleton

Jim Frackleton Social Media Marketing Title Slide

Thank you to Jim Frackleton for visiting our MKT4900 class on ‘careers in social media marketing’ and speaking about in-demand social media skills and the on-the-job demands.

I’ve posted a .pdf version of his slides to BlackBoard. If you’re interested in getting in touch with Jim, you can reach him at frackletonja.

More Marketing Insights on WeChat

By: Yuyao Ji

For more details on WeChat, check out this earlier post.

There is still a large market of engaged customers to involve in mobile instant messaging.

Until now, the potential of mobile instant messaging has yet to be revealed, as most of us are still not able to use it efficiently to engage potential customers through mobile networks. By exploring all the functions of WeChat, I decided to introduce how it works and how it can help capture customers all over the globe.

WeChat is an app based in China, and it is expanding into new markets in a number of large and growing countries. Especially after the 4.5 version launched, user growth has increased because of new functionality, including Live Chat and Voice reminder. For the former, live group chats can be formed privately anytime and anywhere, as members are selected by you. The latter is a voice and text function which serves as an alarm that can remind app users to finish things on time. Apart from these innovative functions, there are still a variety of functions that new users should learn.

WeChat vs. Weibo

WeChat can be a useful tool for marketers, and it functions differently than Weibo. When it comes to the comparison between Wechat and Weibo, it is obvious that there is little overlap, as – on the former – you can publish content once a day, while – on the latter – there is no limit. Therefore, publishers on WeChat should know exactly what they need to publish in order to attract their potential customers and increase their subscribers.

Attract your customers with suitable strategies

After determining what type of content should be published, the publishing medium should also be considered, as it has a critical effect on customers. Five types of media to take into consideration are: text, audio, visual, text and visual, and video.

QR codes are effective for advertising on WeChat

Small incentives for potential customers, such as discounts or souvenirs, can motivate customers to add WeChat through a QR code. Since QR codes are a convenient way for people to add WeChat, a little push will provide good value for customers and help convince them to add your WeChat.

Conclusion

Since WeChat is still not familiar to most marketers, they should give it a try to see its possibilities. By learning about it and mastering it at an early stage, marketers will be able to get a jump start on their competition and reach customers who are also joining this popular, increasingly global social network.

References

http://www.clickz.com/clickz/column/2282139/3-best-practices-for-wechat-marketing

Mobile Video Advertising and YouTube

By: Lauren Maiuri

Digital advertising has opened up new opportunities for brands to reach out and connect with their target audience. The most prominent issue with digital advertising today is how, when, and where to reach out to consumers in the digital world. A trend that has been growing at a rapid rate is mobile video advertising. Mobile video advertising is the fastest growing digital advertising format. By 2018, mobile video ad revenue in the United States is expected to exceed $4.4 billion. This is partially due to the increasing popularity of mobile video viewing. Between 2012 and 2013, smartphone and tablet video consumption grew 400 percent, accounting for 30 percent of all online videos watched. Consumers are increasingly likely to watch videos on their smartphones due to faster 4G technology, and the popular large-screen phones.

Mobile video viewers are considered to be a “captive” audience. Most individuals actively avoid commercials whenever possible. For instance, when a commercial appears on TV, many people will turn to their phones as a distraction. Similarly, when a radio ad begins, most individuals prefer to change the station rather than listen to the ad. Mobile viewing captivates the audience because the user is already utilizing their smartphone, therefore it cannot be used as a distraction. Mobile video advertising leaves the user with two options, stop watching the video completely, or sit through the mobile ad. This gives mobile video ads the undivided attention of viewers who choose to continue watching.

YouTube is one of the top mobile video advertising networks, with an estimated 6 billion hours of video watched each month by at least 1 billion unique users. This makes YouTube an ideal place for businesses to place their mobile video ads. Each month, Adweek compiles a list of the ten most watched video advertisements on YouTube. For the month of October, Mattel’s “Imagine the Possibilities” ad for Barbie was number one with about 12.4 million views. The ad has 23,181 likes on its video page and only 610 dislikes. The video features five young girls pretending to be professionals in real world settings, and aims to promote the idea that girls can be anything they choose to be with a tagline of “When a girl plays with Barbie, she imagines everything she can become”. I found the ad to be adorable as well as entertaining, and gladly chose to watch it all the way through.

Ads such as the one described above are played before the YouTube video begins, and can usually be skipped after 30 seconds if the viewer desires. Video ads can be extremely frustrating to viewers at times; we live in a world where content is expected to be retrieved quickly and without delay. Although waiting 30 seconds for an advertisement to play does not seem too time consuming, there are many people who would choose to exit the video completely rather than sit through the ad.

In an attempt to avoid situations like this, YouTube now allows users to choose the types of ads they want to see. They can customize their google profiles and select categories or “interests” to control the types of ads that are delivered to them. These interests include things such as football, fitness, humor, fashion and haircare. YouTube hopes that by customizing ads to user interests, people will be more likely to watch the ad and less frustrated with its presence.

Overall, I feel as though mobile video ads are always going to frustrate viewers, even if the ad is relevant to their individual interests. Although some ads may be entertaining such as Barbie’s “Imagine the Possibilities”, it will never be ideal to have to sit through an ad before reaching the desired video content.

Works Cited

Dhanik, T. (2015, February 25). The 4 Digital Advertising Trends That Are Reshaping Advertising. Retrieved November 9, 2015, from http://www.entrepreneur.com/article/242393

Nudd, T. (n.d.). The 10 Most Watched Ads on YouTube in October. Retrieved November 9, 2015, from http://www.adweek.com/news-gallery/advertising-branding/10-most-watched-ads-youtube-october-168072

How Social Media is Changing Sports Marketing

By: Thomas Bradley

Fans at Stadium

Social media has become the go to resource for many fans seeking fan photos, news, information, and behind-the-scenes peeks for their favorite sports teams. The greatest benefit of social media has been the ease of engagement and rapid connection between fans and the teams they love. This leads to building greater loyalty to a team and this leads to more profits that can be made in sports organizations. According to the article, “45% of 18-35 year olds follow sports teams or athletes online, and 35% of them regularly use social media to comment on, tweet/retweet, share or link to online sports content” (Blakely 2012). Sports teams have long been searching for new and innovative ways to generate revenue for their programs. Sports teams across the nation generate additional funds from ticket sales, television contracts, institutional funds, and student fees. Social media has played an important role in this quest for more revenue as it provides brand exposure, fan interaction, and increased awareness of events at a relatively low cost.

One of the most appealing features of social media is that it can give sports fans an inside look at their favorite programs and access to behind the scenes information that otherwise would not be accessible. This backstage feeling is capable of drawing fans in and enhancing the ties they feel to the teams and athletes they cheer for. Social media is able to draw a personal connection that traditional media often lacks and this has provided a significant amount of differentiation. The sense of exclusivity or never before seen information is often exactly what a fan desires and this is what social media can provide.

According to the article, 92% of sports information directors agreed or strongly agreed that social media has shifted the way their organizations communicate, while 89% said social media has changed how sport teams communicate with external entities (Blakely 2012). Social media gives organizations the opportunity to tell interesting tales about the many personalities on a team, satisfying their fans craving for more information about their teams on and off the playing field. This interactive element can be thought of as shifting the public relations role of athletic department from a one way to a two way flow of communication. Through the advent of different forms of social media, fans are able to respond to organizations and engage with other fans on the topics at hand instantly. Athletic departments are communicating with internal and external stakeholders, including fans, recruits, ranking organizations, local, and national media as well as other outlets. According to the article “social media users state they are more likely to engage in the conversation when their team is winning or has won a contest which can be a concern” (Blakely 2012).

According to the chapter in the book, “a key advantage of web-based communication is the opportunity to create a community of users or visitors to the site” (Marshall/Johnson). Many types of social media have created the tools necessary to craft and share new and different information with other fans. These online resources provide a place for “niche” audiences with specific interests to gather and discuss the team or sport that unites them. Fans are now able to respond to content, discuss with other fans and create content of their own. This is one of the reasons why online fan communities are built and are presently thriving. Social media plays an important role in brand building, including engagement, immediacy, and community. For example, engagement and communication may assist in creating feelings of loyalty to an organization among fans. Sport teams are also able to influence brand building factors. A solid brand identity can boost an institution’s visibility and reputation on a national scale. In conclusion, with the rapid rise of social media as a whole, athletic departments across the nation are increasingly facing opportunities related to providing information to fans and the media, refining relationships with stakeholders, and building brands.

 

Social Media Marketing Primer: Klout

By: Teresa Polli and Nicole Viselli

Klout was first launched in 2008 by founders Joe Fernandez and Binh Tran. It is served world wide to everyone who is interested; however, its main headquarters are in San Francisco, California. This company is made up of about 40 employees and its main slogan for the people that work for them, as well as the people who use this app, is “An App that is the standard for Influence.”

Klout is both an online site and an app that helps people become more effective on their social media networks. It optimizes your social media experience by giving you one place to manage all of your social media accounts, as well as giving you the option to schedule your posted media, which allows you to target certain audiences. By giving its audience a place to combine all of their social media, Klout attracts all users of social media. This social media site gives you the opportunity to find content that pertains to your interests, as well as share or create content of your own. When first downloading Klout it gives you an opportunity to pick numerous interest categories ranging from fitness, food, art, beauty, etc. Once you select a category you are provided with numerous subtopics that fall within it. After you choose your topics, your feed is officially
personalized.

According to CEO Joe Fernandez, Klout’s goal is to help people understand their influence and to help leverage that influence. This influence is then tracked by a Klout score. A Klout score is a huge factor in why this social media platform is so successful. A Klout score ranges from 1 to 100, the higher your score is the more influential you are. Klout measures the size of one’s social network and then corresponds it with the user’s content to measure out the Klout score. To create this score, Klout uses Bing, Facebook, Foursquare, Google+, Instagram, LinkedIn, Twitter, Youtube and Wikipedia. Your Klout score grows by the more networks you add to your page and the amount of engagement your content creates. Klout provides its users with a small audience, which creates optimal engagement. For example, your score would benefit more if you got 100
retweets from 10 tweets then getting 100 retweets from 1,000 tweets. It is important for users to create content that attracts their audience and creates this engagement, but it is important to explore and engage with other user’s content as well.

Klout is the only social marketing tool that enables you to impact every majorsocial network in one step. Powered by Klout Perks, businesses can  reach relevant, top influencers with products or experiences that drive awareness and favorability about your business. Klout has run over 500 different campaigns. From this, they have produced more than 10B pieces of branded content, for the world’s most successful marketers. Some of the most well known around the world in which they work with include: Nike, Sony, Microsoft, McDonald’s, GM, ESPN, Frito Lay, Disney, American Express, Pepsi, and Redbull.

The main influence of Klout is the ability to drive action. Through this application, you are able to share pictures that will trigger people to comment and like on the pictures. For example, someone may tweet a picture of a restaurant, people could tweet back and forth to each other saying how much they like the restaurant which in turn will trigger followers on your twitter page to want to go and try the restaurant. Social actions are signals from friends are peers in your own social networks have been a part of what you have been posting and having been very much influenced by what you post. From Klout the application, came Klout for business and Klout Perks. Klout for business came about in March 2013. Its purpose of this was to begin displaying business analytics that helped business and brand users learn about their online audiences. Klout Perks involves having companies paying the main company Klout for Perks campaigns, in which a company offers services or products to Klout users for free who match a predefined set of criteria. This pre-defined set of criteria include their scores, topics and geographic locations. This perks programs has been offered by Klout since 2010. In November 2011, about 50 partnerships had been established. Just about two years later in May 2013, Klout announced that its users had claimed more than one million Perks across over 400 campaigns.

Broadcasting Ourselves with YouTube

By: Zacharoula Kataxinos, Manikol Ouk

YouTube is a video sharing site that anybody can participate in. It was created in 2005, and was purchase by Google in 2006. YouTube has become one of the most viewed social media sites around the world. It has become a search engine in the sense that, just like Google, you can search it for lessons on how to cook to how to fix your car. There are over 1 billion active users, and in 2014 YouTube made over $4 billion in revenue. There are many functions and activities you can engage in on YouTube, such as uploading a video, sharing your favorite video on other media sites, watching live stream videos of some major events, plus getting involved with on-site discussions. 80% YouTubers are located outside of the United States, and there are minimum age limits to view certain videos. One of the most successful YouTubers is Michelle Phan; she has made over 1 million dollars from YouTube. Michelle uploaded a makeup tutorial of Lady Gaga’s Bad Romance makeover, and in just 2 days she gained over 1 million subscriber and a contract with Lancôme. Michelle later continues to inspire YouTuber’s everywhere by posting her “dos and don’ts” about YouTube. YouTube has become the 2nd most viewed site on the Internet.

Beyond being a popular Social Media site, YouTube is also a popular and effective marketing tool for businesses. Starting back from when the site was purchased by Google almost a decade ago, it’s become a powerful tool to advertise a business. There are many ways in which the site can be utilized for advertising, starting by simply making a channel. The process of making a YouTube channel is free, and there are many benefits that can come from it. The ability to gain subscribers, which will be the first to view and share your videos, and help your channel grow. Businesses also have the advantage of being able to get personable with their customers through a discussion board. In a way, the YouTube channel itself is a free way to advertise. The company can upload videos, and keep them on their site for however long they want. The only challenge to that, is reaching out to get subscribers. That’s when YouTube advertising strategies come to importance. Yes, there are companies that have prospered just by making a YouTube video – one example of that being Blendtec. Blendtec’s creative videos went viral all over the web when they used an iPhone to prove how strong their product is. That’s all they did, and Blendtec continues until today to make videos such as that. Blendtec didn’t pay YouTube to advertise; it all happened through their channel. Another example is The Ellen Show. America’s favorite TV show host doesn’t have anything to advertise on YouTube, but because she uploads snippets of her show to YouTube, her show has gone viral.

There are four primary ways to advertise on YouTube. The most popular and effective one is instream ads. Those are the advertisements that we see playing before our selected video. We’ve all seen them, and have all waited anxiously for the “Skip Ad” option to appear in 5 seconds on the screen. The fascinating part to this ad though, is that the company didn’t get charged. Instream ads, are on a charge per view basis, meaning that the ad is only charged when the viewer has seen 30 seconds or more of the ad. That cost per view can range anywhere from 50 cents a view up to over $2; depending on what target audience you’re trying to reach out to and which region it will be played in. For us viewers, that “Skip Ad” button is our best friend, and for advertisers that’s also the case as well. Consumer behavior has it that most people do, in fact, skip the ad within those 5 seconds. The best advice to make it effective is to make it as catchy as possible, and most importantly get the brand name out within that short period too. Another method is the transparent overlay ads that appear on the bottom of the video, and also the display ads which are the suggested ads that come up upon searching for a specific topic. Once again, companies are not charged for those ads until the viewer actually clicks on it. The prices for again depend on target audience, region and size of the company. The least effective method of advertisement on YouTube is the non-skippable ad that pauses the video to play. These could be rather annoying to consumers, and they may not garner the same attention as other ad formats. YouTube ads do have their pros and cons, as do ads on any other social network. The main point though for any company, however, is to actually utilize it to find out. The stats show that YouTube has an immeasurable amount of success as a social network. It’s a powerful tool for advertising and broadcasting anything we want to show and see.

According to an article from Entrepreneur, there are some valuable tips a marketer should take into consideration when advertising on YouTube. The first and foremost is understanding the effect of YouTube. It is a website with an astounding amount of activity, a wide audience from all over the world, and it’s the second most visited website on the internet. The only mistake would be to not utilize YouTube as an outlet. In comparing the different methods of advertising that YouTube offers, the most effective one by far are the instream ads, which play right before the video. Regardless whether you’ve actually watched it to the end, chances are the ad has been acknowledged, and the brand has gotten its message out. To go along with that, another tip would be to make sure the brand name or central message has gotten out within the first 5-15 seconds. Chances are the ad will be skipped within the first 30 seconds, the rest of the ad will be ignored; however, the brand name will have already been acknowledged. It is important to remain persistent in YouTube advertising, which may mean many attempts in advertising before you can measure success.

Mostly, with any social media site, there are always pros and cons of using it. For YouTube, there are more pros than cons. Advertising on YouTube is one of the best ways for consumers to see your commercials/ads, and that may influence them to buy your product. There are more consumers viewing ads and commercials on YouTube than any other site. Unlike Facebook, where there could be fake people or fake like on a certain page, YouTube has ‘trueview,’ so you know that people did not skip your ads, and that they are actual people. Another pro for markers is the site’s low cost. When your commercial is viewed for less than 5 seconds and the viewer choses to skip your ads, YouTube will not charge you for the commercial being served. YouTube can also be easily share on another social media sites, such as Facebook, Twitter, Google+, etc. Since YouTube is free for some uses, companies can also set up a page for themselves (e.g. Blendtec, Vat19, Buzzfeed, and a lot more). The only cons advertisers may face on YouTube is that sometimes ads are skipped without being viewed, and ads with non-skip options may irritate consumers. Also, sometimes critical messages can go viral on the site and can make customer feel negatively towards your company.

Overall, YouTube is the web’s 2nd most viewed site that offers a lot for consumers and marketers. Since Google purchased YouTube, it has become an effective marketing tool for businesses. The site can be used for advertising, and that can be initiated at almost no cost, as channels are free to create. Formal advertising on YouTube is very cheap too; it can cost from 50 cents to $2 per view. YouTube will only charge businesses if their ads are viewed for more than 5 seconds. Surprisingly, the least effective method of advertisement on YouTube is the non- skippable ad; these ads could be rather annoying to consumers and also cost a lot more because your ads are always being viewed. However, YouTube is becoming a powerful tool for advertisers to broadcast anything they want.

Augmented Reality: Examples From Cadbury, IKEA, Sephora, Coca-Cola & More!

Augmented reality (AR) is the practice of displaying digital information over people’s real-time view of objects, people, or spaces in the physical world.  Marketers are using augmented reality to showcase products, develop engaging advertisements, and create unforgettable brand experiences.

Want to see a variety of AR examples from some of the world’s leading brands, such as Cadbury, IKEA, Sephora, and Coca-Cola? Want to know what’s at the heart of a great AR marketing campaign? If so, check out  the examples and analyses below.

IKEA Augmented Reality Catalogue

Cadbury’s #FreeTheJoy AR Experience

IKEA’s Augmented 2015 Catalogue

National Geographic’s Step into the World AR Experience

Lexus’ RC F Sports Car Active Print AR Advertisement

Sephora’s Augmented Reality Mirror

Volvo’s S60 Augmented Reality Gaming App

WWF & Coca-Cola’s Arctic Home AR Campaign

How to Successfully Deal with Consumer Complaints on Social Media: A Few Examples

More and more often, we turn to social media to voice our complaints about companies and brands.

In the comment section below, describe a time that you complained about a company on social media and received a response from that company.

  • What was the situation and what type of complaint (e.g. directness, badmouthing, etc.) did you make?
  • What was the company’s response? Did they follow Gregoire, Salle, and Tripp’s advice?
  • What did they do well and/or what could they have done better?

If you don’t have any relevant personal experience complaining on social media, please find an example online to discuss.

Andrew

Snapchat: A Marketer’s Guide

By: Skye Stewart, James Wegman, and Ryan Kacenski

Photo credit: "The Ultimate Marketing Guide to Snapchat" by Ross Simmonds: http://www.slideshare.net/rosssimmonds/uncensored-guide-to-snapchat
Photo credit: “The Ultimate Marketing Guide to Snapchat” by Ross Simmonds:                                http://www.slideshare.net/rosssimmonds/uncensored-guide-to-snapchat

Features of Snapchat and what users do there:

Snapchat features include snaps, which are photos and videos sent to other Snapchat users right as they happen. Snaps can only be viewed for ten seconds or less. Special effects can be added to snaps with different filters and lenses, which are special editing features of the app. Stickers can also be added to snaps. Stickers are similar to emojis that iPhone users have. Snaps can be screenshotted (but the sender will be notified of a screenshot of their snap) and replayed. A different feature is chat, where users can talk to other Snapchat users that they are friends with. It also gives users an option to video chat as well. Another feature of Snapchat is stories. According to snapchat.com, “Stories string snaps together to create a narrative that lasts for 24 hours.” Live stories come from Snapchat users in different locations. They also have a feature called Snapcash, which allows users to use the chat feature to give each other money. Debit cards can be linked to Snapchat itself and payments are monitored by Square. Another feature, Discover, allows users to look at companies and different points-of-view. Lastly, a relatively new feature of the app is the Snapcode Selfie, which allows users to create their own Snapchat icon with a selfie of their choice. Along with these features, users can also have friends on the app and earn trophies by getting a high Snapchat score.

Types of activities marketers typically engage in on Snapchat:

Snapchat is great for social media marketing as it gives customers and fan bases access to events and exclusive knowledge such as promotions, product launches, showings, performances, competitions, causes, concerts, conventions, etc. This makes it evident that marketers at any company can use Snapchat for almost any event or anything that they are involved with as a brand. Snapchat enables marketers to think creatively and create footage that their specific target audiences will find fascinating. By using Snapchat, fans are getting a different point-of-view of a company they might like. Some marketers even give out promotion codes to get fans to watch their entire Snapchat stories. Marketers can also use features (some are mentioned above) of Snapchat to market their products and stories. They can create a My Story, which allows businesses to make their own narrative through pictures and videos of anything the company wishes to show off. They can create an Our Story, which allows users to put their own snaps in the live event’s featured story and allows consumers to be part of the fun. They can also take part in Discover, where users are able to find other stories from different companies such as Yahoo, People Magazine, Food Network, CNN, etc. This allows people to see stories from these various websites to stay up to date with current events, promotions, and news. All of these activities work because Snapchat allows users to show private content to people who can’t access it on other devices or if they are unable to attend a special event or participate in a limited-time promotion.

Types of objectives markers might hope to achieve:

For all companies, using Snapchat is all about creating relationships with customers. By using this platform, companies hope to connect with followers to gain a positive response of interest, laughter, and happiness. Selfies of people enjoying an event or product in a happy way shows how fun the company is trying to be. Other companies hope to spread awareness of specific diseases, charities, or tragedies. Lastly, companies think that people will like contributing to a good cause and buying products from a company they can trust for showing human-like personalities, characteristics, and fun.

Metrics a marketer might want to measure:

Companies that plan to use Snapchat should be aware of several factors. They should be aware of the age demographic that their product or service appeals to, what age demographic uses Snapchat, how often people look at stories, the percentage of regular users, area and location of most users, popular brands, cities, trends, etc., and stories viewed per day. All of these metrics will help to best create snaps that target audiences are interested in looking at. These metrics can be combined with the tactics listed below to achieve the most success in using Snapchat as a social media marketing platform.

Tactics that marketers should use:

There are several tactics that marketers could use to better their presence on Snapchat. First, marketers must understand who their target audience is and what information they want to convey to them. Teenagers are different than 30-year-olds, so the information sent to each should be different. People using Snapchat want to be excited and they want to be impressed, so marketers should strategically share with them what is most important, but in a creative way. Second, brands should be using editing features on their Snapchats and stories. Location, digital crayons, and stickers make the company seem human-like and less like a company. This makes the company seem more personable and relatable, almost like fans are interacting and creating a relationship with a real person. Third, Snapchat is meant to be fun and casual, so marketers should stray away from words that are hard to understand. There is no room for long messages and text must be limited, but it should still be entertaining. Marketers can also give product or service teasers. Giving a small preview of a new product will let customers in on a limited-time Snapchat video or photo and give them insight into what the company is doing. This will get customers excited about what is to come with the company they are following. Contests can also get customers excited about a new product, especially when prizes and free giveaways are involved. Marketers should also be sure to put real-life action into Snapchats. It is interesting to see what is going on at a work office, and people actually find it interesting. Behind the scenes footage at an entertaining work place will also make companies and brands seem more personable and relatable. Marketers should also make sure that their company’s voice and mission is being carried out through the messages it sends out to the public. Next, social media marketers should promote their Snapchat accounts on other social media accounts such as Facebook and Twitter so fans know exactly where to follow them. Lastly, companies should use screenshots to their advantage. Snapchat lets people know when their Snapchats are screenshotted, so companies can assume that screenshotting means people like their Snapchats. While these are not the only tactics that marketers can use, they are some very important ones.

Brands that have run successful marketing initiatives on SnapChat:

Using many of the tactics mentioned above, many companies have taken to Snapchat and have used it to their advantage. UsTrendy, an online fashion site, has used Snapchat to communicate and engage with customers and, in return, it experienced a sales increase.  Through Snapchat, they featured a lot of their interns and ambassadors showing off new outfits; they had also used it give out promo codes. Another company, a restaurant called Squeeze In, puts their Snapchat QR code on tables, encouraging customers to interact on social media while waiting to eat. Taking a picture of the QR code makes you a follower of a specific company on Snapchat. They also have told customers to screenshot the coupon code at the end of their story, bring the screenshot in, and get a free side. Pie Five Pizza company sent out Snapchats of a special code word written out in different pizza toppings. Customers were told to give the employees the Snapchat code word to receive a $5 pizza. Some bigger companies, such as McDonald’s and Taco Bell, have used famous athletes in their Snapchats to connect with their fans. This works because fans are happy to see that the celebrities they like enjoy the same things they enjoy.

Costs to engage in certain marketing activities:

The best thing about Snapchat is that it can be used for free. Snapchat has a relatively new website that encourages companies to pay for ads within the app, but regardless, Snapchat is making hundreds of thousands of dollars on video sponsorships. Advertisements are attractive on Snapchat because they are vertical and take up the whole screen, but the app can still be used for free, using all of the tactics mentioned above. If a big company is looking to advertise in different ways, Snapchat has reportedly asked large companies for $750,000 a day (they will not officially talk about their ad prices in interviews). Marketers should always remember that Snapchat can be used creatively for free, so there is no need to pay.

Types of marketing activities that do not suit Snapchat:

While there are plenty of activities that suit Snapchat very well, some do not. Marketers should not be using traditional marketing methods on Snapchat. Users are looking for fun and creativity and do not want to see the same message repeated over and over again. If this happens, they will not even open the Snapchats they receive from a certain company. Companies need to keep their fans and customers excited, intrigued, and interested about their products or services. Writing the same message or taking the same pictures everyday will only push people away. Marketers should create a certain voice reflecting this objective and they should own the content they put out for the public to see. They need to be proud of the content in order for fans to keep coming back. Marketers should also not worry about making Snapchats picture-perfect. Snapchat is about catching moments that mean something, almost like journalism in a way. Most people won’t care if the picture is in fantastic quality or not. Lastly, hashtags can be used in messages sent, but they will not be used as a searching tool.

References

Angeles, S. (2014, October 3). 3 Effective Ways to Use Snapchat for Your Business. Retrieved from http://www.businessnewsdaily.com

Beer, J. (2014, August 12). How 12 Brands Use Snapchat. Retrieved from http://www.fastcocreate.com

DeMers, J. (2015, September 29). The Top 7 Online Marketing Trends That Will Dominate 2016. Retrieved from http://www.forbes.com

Hoelzel, M. (2015, June 29). Update: A breakdown of the demographics for each of the different social networks. Retrieved from http://www.uk.businessinsider.com

Morrison, K. (2015, September 29). Report: Why Life Event Marketing Is More Effective Than Demographic Targeting. Retrieved from http://www.adweek.com

McAlone, N. (2015, June 23). Here’s exactly why Snapchat thinks advertisers should spend hundreds of thousands of dollars per day on it. Retrieved from http://www.businessinsider.com

Sawers, P. (2015, September 15). Whiskey ads will hit your Snapchat feed soon, but only if you’re old enough. Retrieved from http://www.venturebeat.com

Sloane, G. (2014, January 14). Snapchat Is Asking Brands for $750,000 to Advertise and Won’t Budge. Retrieved from http://www.adweek.com

Smith, C. (2015, September 23). By the Numbers: 60 Amazing Snapchat Statistics. Retrieved from http://www.expandedramblings.com

Snapchat Support. Retrieved from support.snapchat.com

Solomon, B. (2015, August 25). How To Use Snapchat: A Small Business Guide. Retrieved from http://www.forbes.com

Talbot, K. (2015, July 28). 5 Ways to Use Snapchat for Business. Retrieved from http://www.socialmediaexaminer.com

The First Snapchat Network. Retrieved from http://www.naritiv.com

Wharton Knowledge. (2015, September 28). ‘Millennials on Steroids’: Is Your Brand Ready For Generation Z? Retrieved from http://www.knowledge.wharton.upenn.edu

3V Advertising. Retrieved from http://www.snapchat.com

Social Media Marketing Primer: Facebook

By: Justine Munroe & Tara Stuhr

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What is Facebook?

Facebook is a social networking site that allows you to share, connect and like family, friends, and organizations. The site was originally created for college students to connect with each other within their own campuses as well as in other schools. The Facebook network slowly grew to be one of the most popular social media platforms in our current time, for all age generations from 13 and up. Facebook currently has 1.49 billion monthly active users. What are these users doing on Facebook? Facebook has a wide range of activities to participate in within the platform. One could like photos and posts, shared links, articles, and even stories from organizations. Many Facebook users use Facebook as a way to reach a wide range of people in a quick amount of time, especially for events, charities, sports games and many more you could possibly think of. The “norms” on Facebook, are to constantly update your profile, share and like other people’s things, keep your profile interesting, and especially segment your audience.

Why Would a Marketer Use Facebook?

A marketer has many opportunities to use Facebook as a means of marketing, whether it is through ads and promotions, or even just connecting with their consumers. The marketer has the option of placing ads within the Facebook news feed or within the sidebar to get the reader’s attention. The ad can be a photo and quote to catch the consumer’s eye, or a video to make a consumer think, or possibly just a blog or news article. The marketer can post offer claims, or app installs, and all within one platform you can also record who is looking at what ads, when, and where. The best part about this for a marketer is that most of these are rather cost efficient. A company has the opportunity to segment which ads are reaching specific customers. The platform divides Facebook users by all characteristics, including interests, hobbies, recent searches, demographics, and geography. It is easy for one company to, as it’s called today, “creep”, meaning search and see what their competitors are doing. This gives a company the chance to see what is their new product category, how much consumers love it, and what consumer didn’t love about it. Not only that, they can also see what ads are reaching the customers within their mutual market. Facebook is full of consumers’ photos, hobbies and absolutely their opinion. Marketers can use Facebook to connect to their loyal customers, and allows their customers to reach them as well. The way the platform works, one can post about their new sneakers and rave all about them, and the next month they could post about their newest pair, which they might hate. The caption says, “Worst money I have ever spent and it was on these.” All of this user’s followers are going to read and comment and find out why these sneakers are not worth anyone’s money. Then those people’s followers will see the post, and eventually it can reach many more people than the original reader had intended. But wait, at least now the company knows what they need to fix on the sneaker to make their consumers happy, and now they can fix this situation and make the current consumer extra happy. The company can now comment on the post apologizing and offering a free exchange and a gift card to help find them a pair that will work for their lifestyle. This shows the market that this company is all about their consumers and giving them what they want.

Media Opportunities

We all know about the several advertisements that continually bug us and get in the way of our Facebook stalking, but do people really know what it takes for that simple ad to be up on one of the most, if not the most, popular site on the Internet? Well, there’s several categories of advertising that a business can use to promote themselves on Facebook, besides just the annoying pop-up or side ads. The most simple and easiest way to advertise is earned media, which is mostly done by the consumers. If a Facebook user likes or comments about a specific brand, that is instant gratification for a company. However, if a user shares something about the brand, or shares the brand’s page, then that is simple word of mouth marketing, which sometimes the company typically has no control over. Recently, larger businesses have been getting creative with word of mouth marketing and they have been using their loyal customers to create some talk on behalf of their company, possibly for some sort of benefit. Owned media is also another form of marketing that gives most of the responsibility to the consumers. They can, for example, like a fan page. Having customers do this benefits companies because it might increase their reach to customers based on their activity. Lastly, paid media is a majority of what people think of when you mention Facebook advertising. This is the pop-up and side ads that generally get ignored, I’m guilty of it myself. All ads have to be paid for in some way, but the type of ad depends on the budget of the company. If a company wants to make their ad more elaborate to get more reach and connectability to customers, well, they will have to pay the price for it.

Tactics

There are several tactics that companies can use to gain attention for their ad, which will hopefully add value to their customer base. A recent trend has been videos. A study has shown that video advertisements on Facebook, specifically, have gotten more activity from users than regular photo ads. In my personal opinion, I would rather watch a two minute long video with a story behind a company, than pass over a regular photo ad, but that is just one person’s opinion. Also, another tactic for companies is to be strategic about the times they are posting. The peak times to post are on weekends and at night. This might further your reach for Facebook users because this is the most active time of the day for users on the site. There are several tweaks a company can make to their Facebook profile to gain activity, but if the message a company is trying to convey is not clear and concise, then they are wasting their resources.

Most Effect Days to Post on Facebook

If you were to Google, “steps to a successful Facebook post for businesses,” an overwhelming amount of information would be piled up on your results page. However, I noticed a trend to most of the results, and it is usually to have a clear goal. What is the purpose to your post, and who are you trying to attract, and why? Smart advertisers would have those questions answered within a matter of seconds on their posts. This is what grabs the attention of users. Other steps I found would be to ask for engagement, include a photo/video or link or quiz. This is a simple step that allows customers to be more active with your ad or post, which could gain a company more reach. Also, a company’s ad should be brief and compelling. Many companies make their ads inspirational, making people like their company because of the message they convey. An advertisement on Facebook doesn’t always have to be promotional. In fact, I wish they weren’t. More times than not, a customer will remember a company if they taught them something new or moved them emotionally with their promotions. Lastly, companies should always keep track of the repercussions of their postings. Tracking the fans of your page should be a priority because many times “fake fans” will be the ones to hike up your likes, but it won’t mean much in the long run because if it’s a robot or a server controlling it, it’s wasting precious resources from a marketer’s budget. Also, monitoring your competitor’s posts is a strong tactic because it allows companies to stay competitive with each other. Using some of these steps for promotional purposes could make a company’s ads more compelling, which could broaden its fan base, helping it to gain awareness.

References

http://adage.com/article/digital/facebook-s-custom-audiences-won-adland/297700/

http://blog.hubspot.com/marketing/anatomy-of-al-facebook-post

http://blog.hubspot.com/marketing/facebook-audience-insights-guide

http://blog.hubspot.com/marketing/facebook-paid-ad-checklist

http://blog.hubspot.com/marketing/how-to-create-facebook-video-ads

http://blog.hubspot.com/marketing/improving-facebook-page-organic-reach

http://blog.hubspot.com/marketing/secret-facebook-features-infographic  

http://digiday.com/platforms/facebooks-top-videos-aggregators-become-problem/

http://www.adweek.com/news/technology/robert-scobles-22-tips-better-facebook-engagement-164995

http://www.econtentmag.com/Articles/Editorial/Commentary/Facebook-Getting-Closer-to-Being-an-Entirely-Paid-Media-Site-for-Brands-96075.htm

http://www.jonloomer.com/2015/02/09/facebook-ad-targeting/

http://www.newrepublic.com/article/121551/bot-bubble-click-farms-have-inflated-social-media-currency

https://blog.bufferapp.com/facebook-ads

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https://www.facebook.com/business/products/ads/how-ads-show/