Introduction to Marketing Communications Lecture 9
-
Upload
neil-kelley -
Category
Education
-
view
3.053 -
download
0
Transcript of Introduction to Marketing Communications Lecture 9
Introduction to
Marketing Communications
earned and social media…
9
social media is not just…
the social web...
facebook now has more than 1.55billion (statista, 2016) active users...
The acceptance and use of new technology has increased at a phenomenal rate
83% of facebook users (wearesocial, 2016) and 80% of twitter users (twitter, 2014) do so on their mobiles... what does this mean if bad customer experiences are received?
feelings, thoughts, reviews, stories… will last far longer
than those in traditional print
what is Earned Media?
Word of Mouse (blurghh)
User Generated Media
User Created Content
Participatory Media
Consumer-generated Media
eWOM
There are many different ‘names’ and acronyms attributed to
this element of digital media and communication such as…
…but we’ll stick with Earned Media
... consider the level of trust attributed to other, more traditional, marketing media
why should we care?
why should we care?
However…
Online ‘professional’ reviews are least trusted - just 6% of UK
consumers
67% of UK consumers would decide not to buy if they read
three negative reviews
72% of online consumers use online reviews and similar prior to making purchasing decisions
consumers are becoming more suspicious about fake
reviews (shilling), forums, blogs (flogs) and similar
Adapted from Econsultancy, 2011, Ucontent, 2010
message boards and forums
message boards and forums
what do they do...enable members to post any questions, comments and post responses to others
form a method of communication through threads and postshow do they impact on marketing...
In the US 50%, and UK 25%, of internet users visit forums and message boards, between 7 - 16% actually participate
they challenge the nature of ‘experts’ and trust
they are a fantastic source of information for organisations
review/rating sites
what do they do...enable consumers to rate and review products, services,
experiences, transactions
how do they impact on marketing...
between 5-11% of internet users post ratings
whilst a small percentage they provide a significant number of helpful ratings that are trusted
can be used to monitor (dis)satisfaction and gather information
review/rating sites
can act as starting points for conversations
clubs, groups and communities
what do they do...provide support, feedback, a sense of belonging and online social interactions
how do they impact on marketing...
bring together experts (mavens), users, critics to form like-minded tribes of consumers
there is no regulation – consumers can say what they want with a mixture of fact and opinion
may infringe on copyright
they can be joined, supported, enhanced and celebrated by the company
clubs, groups and communities
blogs
what do they do...enables a direct communication channel between the organisation and/or brand
how do they impact on marketing...they’re immediate, can offer negative and positive thoughts, opinions and reflections
some may be tagged, shared and their contents ‘popularised’ within minutes
blogs
which may be linked to organisations, brands, products, experiences, offers and more
83% want businesses to work hard for their custom, 20% moan on social media
social network groups
what do they do...enable fans, passionate users, loyal users, tribes, etc. to come together and express their emotions in relation to organisations and brands
how do they impact on marketing...
affect opinions and perceptions
the ‘brand’ is what the customers say and perceive it to be
can be shared between the connected ‘social graphs’
social network groups
businesses can engage by…
consumer generated media contests
creating their own Social Network groups, fan pages and apps...
Coke, Starbucks, Disney, Red Bull, Oreo, MTV
setting up their own blogs and similar (however, this can backfire... just ask Sony!)
enabling feedback and conversation channels through digital media (Twitter, SN’s, Websites, mini-sites, forums...)
encouraging reviews and ratings
develop their own communities and support mechanisms
some businesses choose not too engage and oppose the idea of consumer generated content...
damaging to the brand…
Domino’s
suspect in content… TripAdvisor for example…
or don’t engage…
infringement on copyright… now have the parody law
NG Bailey
not ‘marketing’ but listening…
Google your organisation, brand, product, etc.
add in key words that describe opinions,
behaviours, thoughts, experiences
visit sites such as…
set up Google alerts
visit reddit, digg or delicious and see where you’re tagged or discussed
use professional consultants... Thinkup, Nielsen Online or Visible
Where to start...
SocialMention
datasift
socialbakers
Radian6
Hootsuite
develop a plan
who are your customers?
who are the consumer generated media creators and critics ?
start monitoring key areas, brands, new products, service encounters...
draw on experience and skills internally, outsource if need be
have a skilled and dedicated ‘interpreter’
1
2
3
4
5
...when we’ve listened, reflected and
understood then we can begin...
...talking
bibliography
http://www.socialbakers.com/facebook-pages/brands/ [accessed 4.04.2016] accessed Nov16th 2014Social Media Revolution, Eric Qualman, Socialnomics online, November http://www.youtube.com/watch?v=sIFYPQjYhv8 [accessed 4.04.2016] How Companies are Using Social Media to Make Better Decisions, Author: Mat Fogarty http://mashable.com/2010/03/05/companies-crowdsourcing/ [accessed 4.04.2016] C. Li and J. Bernoff, 2011. Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business School Press.Tomaiuolo, N, 2009. U-Content. Searcher; May 2009, Vol. 17, Issue 5, p34-54Accenture, Global Consumer Research Executive Summary, 2011http://www.comscore.com/Insights/Data-Mine/Over-a-quarter-of-UK-smartphone-users-use-their-phones-while-watching-TV [accessed 4.04.2016] http://wearesocial.com/uk/special-reports/digital-in-2016 [accessed 4.04.2016]