Lecture 25 EMarketing Engaging Customers with Social Media

Lecture 25 E-Marketing Engaging Customers with Social Media Instructor: Hanniya Abid Assistant Professor COMSATS Institute of Information Technology

Objectives �After this lecture, you will be able to: �Define social media and compare it with traditional websites. �Discuss how marketers use social media. �Identify social media tools. �Describe the role and important measures of social media performance.

Dell Starts Listening �In 2005, Dell was brought to its knees by bloggers who posted customer service complaints. �As Dell outsourced its technical customer service, customer complaints also increased. �A 2005 Google search for “Dell customer service problems” returned nearly 3 million links. �Dell initiated several blogs in multiple languages to handle customer complaints and to have conversations with stakeholders about problems and actions to fix them. �Dell Hell on Buzz. Machine; Idea. Storm

Social Media �Social media means different things to different people. �Social media is a term used to describe media based on conversation and interaction between people online. “Social media is the term given to Internet and mobile based channels and tools that allow users to interact with each other and share opinions and content. As the name implies, social media involves building of communities or networks and encouraging participation and engagement. ” (CIPR,

Social Media �Social media focuses on bringing information, photos, and video to an audience that wants to learn and to be entertained. �Content is generated as a conversation, with all participants able to upload, discuss, edit or rate. �Social media are digital media that encourages: �audience participation, interaction and sharing

Customer Engagement Level Website E-mail us Webpage Upload personalisation video Social Media Join Rate products Network

Types of Social Media

Communication & Networking �Blogs (Web Logs) (Wordpress) �Microblogs (Tumblr) �Social networks (43 things) �Social network aggregation (Contextmine)

Events �Local event sites allow residents to post to a calendar. (The Tennessean) �Personal event sites allow individuals to create events and invite people via email. (Evite; Wedquarters) �Group member event sites are for public groups that others can join. (Meetup)

Collaboration �Tagging involves attaching keywords to video, photos, or text to help users find content. �Wikis allow users to create, edit, and link content collaboratively. (Wikihow; Wetpaint) �Social bookmarking allows users to share, organize, search, and manage web resources. �Social News are sites where users submit links to online stories and readers vote or comment. (Digg; Reddit)

Digg. com

Multimedia sharing �Photos and Art – (Flickr; Photobucket) �Video (Youtube; Vimeo) �Live Casting (Skype; Livecast) �Music (Myspace. Music; Pandora) �Presentations (Slideshare; Scribd)

Entertainment �Virtual worlds (Secondlife; SIMS online) �Game sharing (Minclip; MMORPG) © 2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL

Reviews and opinions �Product Reviews (Epinions; Mouthshut; Amazon) �Business Reviews (Yelp) �Community questions and answers (Yahoo! Answers)

Social Media Marketing Radar �Social media marketing radar was developed to inform thinking and discussion with colleagues or agencies regarding which sites warrant or deserve most attention in different categories – to avoid instantly resorting to Facebook or Linked. In as some form of magic social media panacea.

Social Media Marketing Radar �The radar focuses attention and resources on the sites appearing towards its centre, as these sites are generally agreed on as the most important. Although this may seem a lot of effort to go beyond the main networks, you’ll often find more passionate audiences who are more willing to engage and share.

Social Media Marketing Radar �The potential of targeting communities is vast, and growing �The radar will help you to figure out the right communities, so you can create the right content and share it…

Social Media Marketing Radar �Social media marketing still represents a key opportunity for most of us, despite the hype that’s only been intensifying since 2009. � it’s important to look beyond the big 5 social networks to more targeted communities where you can engage audiences or “tribes” related to your brand.

Social Media Marketing Radar Remember… �Social media hasn’t stopped growing in importance �Social media isn’t a fad or a passing trend, so don’t think you’ve missed out or it isn’t relevant. �Social media is an oft misunderstood label for something that’s been central to modern marketing for decades – engaging and inspiring real people so your audience wants to directly or indirectly promote your brand story.

Social Media Marketing Radar �To this end, social media marketing isn’t really about big social networks, the latest social media marketing tools or techniques. �It’s certainly never too late to consider creating a social media marketing strategy. �There are tools to help you assess the relevance of communities

Social Media Marketing Radar �Our interest is in conducting a meaningful dialogue with relevant groups and communities. �Audience insight enables you to simultaneously open opportunities in other niche communities; communities where you might find easier ways to connect and that your brand has a more natural relevance. And these communities don’t need to be small; consider, for example, Pinterest, Quora, Slideshare, Trip. Advisor and Yelp.

Social Media Marketing Radar �Niche communities are very powerful by virtue of their potential to allow brand communications to be increasingly relevant and, in turn, increasingly influential. Also, vertical communities such as, student travel or chocolate, exist within tight niches.

Social Media Marketing Radar 1. Social networks – the core social platforms in most countries where people interact through social networks are Facebook for consumer audiences, Linked. In for business audiences, Google Plus and Twitter for both. 2. Social publishing and news – nearly all newspapers and magazines, whether broad or niche, have an online presence with the option to participate through comments on articles, blogs or communities.

Social Media Marketing Radar 3. Social commenting in blogs – a company blog can form the hub of your social media strategy and you can look at tapping into others’ blogs, whether company or personal, or through blog outreach 4. Social niche communities - these are communities and forums independent of the main networks, although these do support sub -groups. You can create your own community this way.

Social Media Marketing Radar 5. Social customer service - sites like Get. Satisfaction, as well as companies’ own customer support forums, are increasingly important for responding to customer complaints. 6. Social knowledge – these are reference social networks, like Yahoo! Answers, Quora and similar plus Wikipedia. These sites show any business can engage its audience by solving their problems and subtly showing how products have helped others.

Social Media Marketing Radar 7. Social bookmarking – bookmarking sites, like Delicious (www. delicious. com), are relatively unimportant in the UK unless you are engaging technical audiences. 8. Social streaming - rich and streaming media sites including photos (Pinterest), video and podcasting.

� 9. Social search - search engines are becoming more social with the ability to tag, comment on results and, most recently, vote for them through Google +1. � 10. Social commerce - we’ve left this one until last, because it’s mainly relevant for the retail sector. It involves reviews and ratings on products and sharing of coupons on deals.

Summary �What is Social Media? �Different Types of Social Media �Social Media Radar