Learning Objective 1: Which platforms are suitable for which purposes considering social media?
· Differences between B2B/B2C sectors
According to Clemi Hardie (http://www.slideshare.net/UCFadvertising/b2b-vs-b2c-marketing-using-social-media) I made a table demonstrating the main differences:
B2C Marketing
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B2B Marketing
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Product driven
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Relationship driven
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Transaction value
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Relationship value
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Short sales cycle
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Long sales cycle
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Large target market
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Small-focused target market
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Merchandising and point of purchase activities
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Educational and awareness building activities
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Or refer to the infographic below:
· How does the industry influence which platforms are being used?
As the names speak themselves, social media using in each sector apparently differ from each other, such as business to consumer (B2C) brands tend to favour different platforms to their business to business (B2B) counterparts.For example, 97 percent of B2C marketers use Facebook, compared to 89 percent in B2B. Conversely, significantly more B2B marketers (88 percent) use LinkedIn than those who work in B2C (59 percent), and that ratio skews towards B2B for Twitter, too, albeit at a smaller clip.
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| B2C Favored Social Platforms (https://blog.percolate.com/2014/05/b2b-vs-b2c-marketing-social-media-blurred-lines/) |
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| B2B Favored Social Platforms (https://blog.percolate.com/2014/05/b2b-vs-b2c-marketing-social-media-blurred-lines/) |
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| http://marketingland.com/survey-facebook-best-for-b2c-sales-linkedin-for-b2b-20219 |
Learning Objective 2: Social media strategy
There are a lot of great social media strategy frameworks that I've found on Internet, as following:
- Simple Social Media Strategy by Lasse Rouhiainen
1. Research:
-Define ideal client we wish to reach by using social media (the more specific, the better). For example: age, gender, geographic location, interests, motivations to buy, whats their problem .etc..
-What is our product/offer - what you really want to promote and what makes your product special
-What are the main/ideal social media platforms
-How your competitor's using social media
2. Content: What content should you use to attract clients?
-Images
-Infographics
-Videos (Promotional, How-to)
-Free reports
-Webminars
3. Interact: The more closer the more fast we move to the buying decision
-Social Media platforms
-In-person
-Phone
-Seminars/Webminars
-Email
4. Measure: number of sales, followers, visitors of website...
We can shape these into social media campaign ( David Carr www.davidjcarr.com)
This helps to easierly see how to execute social media strategy, in my opinion.
Another interesting thing yet important I found is a lot of companies now sets for their social media using/interactions since there is a lot of social media disasters:
Example : Capegemini https://www.capgemini.com/social-media-guidelines
-Think before you post
-Responsibility
-Confidentiality
-Copyrights
Case studies
- Burger King last comment https://www.youtube.com/watch?v=4DzjtaoBpZY
- KLM Airlines does a great job of responsive listening on social media. They actually publish their current social media response time right on their Twitter cover image, and update it every five minutes.
- https://www.facebook.com/business/success
- http://blog.loginradius.com/2015/01/21-gems-7-great-social-media-marketing-stories/
Learning Objective 3: Measuring the effectiveness of social media efforts
ROI is proof that your marketing efforts are working. Clients and supervisors need to know if you’re successful. This is important for social media companies, consultants and in-house staff.The main challenge in measuring ROI is keeping up with changes in algorithms, implementing the new tools that hit the marketplace and proving to your clients that they’re getting the most out of their investment in you.
5 steps for your ROI measurement strategy according Social Media Examiner
#1: Set Social Media Goals
ROI can be measured in a variety of ways: through customer acquisition, lead generation, clicks, revenue, contest entries, etc. It all depends on your goals. Before you can track and measure your ROI, you need to determine your goals so you know which factors you’re measuring and what success looks like.
#2: Determine the Right Platforms
SocialBakers. Social Media Reports. Your social media goals and resulting strategies must align with your platforms. Some fan bases are primarily on Twitter, others on Facebook, Pinterest or Instagram. Find where your audience spends their time so you can position your plan to be successful.
How to Choose Social Media Platforms: This infographic from Melissa Leiter breaks down the different platforms: Pinterest, Twitter, Facebook, Instagram, Google+ and LinkedIn.
When determining your target market, you must figure out who they are, what platforms they prefer and how much time they spend there. They you can find platforms that are the right fit.
Social Media: Do You Know Where Your Audience Is?: Heidi Cohen shares research on the demographics of social media in the United States. She also suggests actionable marketing tips for Facebook, Twitter, Pinterest, Tumblr and Instagram, based on the findings.
#3: Track Campaigns
You need to track the time spent, cost of ads, etc., as well as the activities and campaigns you launch as part of your social media marketing. There are a variety of tools you can use to do this.
Identify Social Actions Generating the Most Traffic
Identify which tweet or post from your social outlets generated the most quality clicks
Find Out if Your Social Promotion Grew Legs
Another product that can be used to tap into the power of Google to measure the success of your social media campaign is Google Alerts. Google Alerts allows you to see other places on the web that picked up your social promotion and delivers the information straight to your inbox.
#4: Report Findings
It doesn’t matter if you’re reporting to a supervisor or for yourself, you need to determine a way to report your results. You will also want to come up with a timeframe that makes sense—weekly, monthly, quarterly, yearly or all of the above.
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| How a social media report should look like/include Ubervu.com |
#5 Review results and reset goals
Once you have your stats in front of you, you can calculate your ROI and review the results of your marketing to see what worked and didn’t work. If you did paid advertising, that’s important to measure as well, because it relates to a specific cost.
60secondmarketer shows exactly how to calculate social media ROI
http://60secondmarketer.com/blog/2013/11/17/in-depth-guide-calculating-social-media-roi/
Sources
http://www.oktopost.com/blog/differences-b2c-and-b2b-social-media-marketing/
http://www.adweek.com/socialtimes/files/2014/05/marketers-social-media-b2c-b2b.jpg
http://www.draganvaragic.com/en/social-media-strategy-templates-recommendations/
http://socialmediagovernance.com/policies/
https://www.capgemini.com/social-media-guidelines
https://davidjcarr.wordpress.com/category/strategy/page/3/
http://socialmediaimpact.com/how-to-organize-content-in-a-social-media-strategy-socialmedia/#
http://www.slideshare.net/UCFadvertising/b2b-vs-b2c-marketing-using-social-media
http://www.socialmediaexaminer.com/measure-social-media-roi/
http://thenextweb.com/socialmedia/2011/07/16/the-roi-of-social-media-10-case-studies/
https://www.stonetemple.com/how-to-create-a-winning-social-media-strategy-with-carrie-kerpen-of-likeable-media/
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