1. Which platforms are suitable for which purposes considering social media?
• Differences between B2C/B2C sectors
• How does the industry influence which platforms are being used?
• Cases
• Differences between B2C/B2C sectors
• How does the industry influence which platforms are being used?
• Cases
2. Social Media Strategy
• B2C / B2B
• Case studies
3. Measuring the effectiveness of social media efforts
• Tools
• Key indicators, important metrics
• Is social media worth the effort?
• Cases
• Tools
• Key indicators, important metrics
• Is social media worth the effort?
• Cases
-------------------------------------------
1. Platform - Purpose
Social media platforms Concepts and Applications:
Source: https://eileenbrown.files.wordpress.com/2010/07/image_thumb4.png?w=643&h=509
1.1 B2C and B2B
SIMILAR:
Require a sales process: need well defined strategy and tactics in both arenas even B2B lead generation may take longer and involve more nurturing.
Alignment with marketing: online and offline marketing messages need to align well with sales communications
Excellent customer service
DIFFERENCE:
Emotional vs Rational
Retail sales are often emotional, based on a perceived immediate need, while corporate sales are planned, evaluated and longer term. Online shopping has changed this to some extent, allowing customers to research and compare prior to purchase.
Cheap vs Expensive
Again, not strictly true, but on average B2C sales have a lower price point and are less often paid out over time. There is a crossover where B2B sales involve products such as office supplies. Corporate services are often retainer-based over a long term. Luxury B2C items such as houses and cars are paid over a long term as well.
One-off vs Relationship
Retail point-of-sale purchases are often done without prior contact and with no ongoing relationship between sales person and customer. This is seldom true in the B2B arena, where the entire sales process is often based on relationship building and trust.
Experience
While there are many B2C sales people with years of experience, the learning (and success) curve is certainly shorter than in B2B. B2B sales people must know how to work with senior decision makers in addition to knowing their products cold. That can take years to develop and the right personality to make it work (Dunne)
In the book Essentials of Marketing by Frances Brassington and Stephen Petttit (2013) stating that B2B customers often purchase goods and services that meet specific business needs which emphasis on economic benefits whilst consumer customers purchase goods and services to meet individual needs with psychological benefits.
B2B uses lengthy policies and processes, high quantities and large group decision makers. B2C is minimal simple purchasing process with small quantities suiting family's needs.
B2C is often purchasing from intermediaries so it is easier to switch to another supplier which hardly happens for B2B, however B2B can negotiate better prices while B2C normally accepts the stated prices.
Social media platforms are being used in B2B and B2C
Require a sales process: need well defined strategy and tactics in both arenas even B2B lead generation may take longer and involve more nurturing.
Alignment with marketing: online and offline marketing messages need to align well with sales communications
Excellent customer service
DIFFERENCE:
Emotional vs Rational
Retail sales are often emotional, based on a perceived immediate need, while corporate sales are planned, evaluated and longer term. Online shopping has changed this to some extent, allowing customers to research and compare prior to purchase.
Cheap vs Expensive
Again, not strictly true, but on average B2C sales have a lower price point and are less often paid out over time. There is a crossover where B2B sales involve products such as office supplies. Corporate services are often retainer-based over a long term. Luxury B2C items such as houses and cars are paid over a long term as well.
One-off vs Relationship
Retail point-of-sale purchases are often done without prior contact and with no ongoing relationship between sales person and customer. This is seldom true in the B2B arena, where the entire sales process is often based on relationship building and trust.
Experience
While there are many B2C sales people with years of experience, the learning (and success) curve is certainly shorter than in B2B. B2B sales people must know how to work with senior decision makers in addition to knowing their products cold. That can take years to develop and the right personality to make it work (Dunne)
In the book Essentials of Marketing by Frances Brassington and Stephen Petttit (2013) stating that B2B customers often purchase goods and services that meet specific business needs which emphasis on economic benefits whilst consumer customers purchase goods and services to meet individual needs with psychological benefits.
B2B uses lengthy policies and processes, high quantities and large group decision makers. B2C is minimal simple purchasing process with small quantities suiting family's needs.
B2C is often purchasing from intermediaries so it is easier to switch to another supplier which hardly happens for B2B, however B2B can negotiate better prices while B2C normally accepts the stated prices.
Social media platforms are being used in B2B and B2C
Source: http://www.statista.com/chart/2289/how-marketers-use-social-media/
Source: Screenshot from http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2015.pdf
1.2 How does the industry influence which platforms are being used?
Entertainment: the entertainment industry accounted for a whopping 63.2 percent of all posts across six different industries: retail, auto, telecom, financial services, food, and beverage
Marketing: According to the 2015 Social Media Marketing Industry Report (in which more than 3,700 marketers were surveyed) social networking sites like Twitter, Facebook, YouTube, and LinkedIn were critical components of their overall strategies. Video marketing has quickly become one of the highest returning forms of social media content and 57 percent of marketers are currently using it.
Real Estate: Agents, brokers, developers, and property managers all use social media to get their properties in front of more people
Retail: get feedback on new products and fix customers' complaints. For daily deal sites like Groupon, the viral nature of posts make for a very cost-effective advertising strategy. Positive word of mouth can go a long way and one user’s endorsement can lead to a number of subsequent sales.
Education: Social networking sites like Facebook allow students, educators, and institutions to connect with one another.
Universities use social networking sites as platforms for advertising on-going events, new curriculum, and more. Social media becomes a tool for alumni fundraising
Restaurant: The major benefit for these restaurant operators is that they can quickly build a positive reputation with a large contingency, something that used to take months or years.
Fashion: Social media is an incredibly valuable asset to the fashion industry because of the lightening-fast speed at which content travels on Facebook, Pinterest, and Instagram.
the task of creating visually stimulating images that produce an emotional response in the user (Carranza, 2015)
Marketing: According to the 2015 Social Media Marketing Industry Report (in which more than 3,700 marketers were surveyed) social networking sites like Twitter, Facebook, YouTube, and LinkedIn were critical components of their overall strategies. Video marketing has quickly become one of the highest returning forms of social media content and 57 percent of marketers are currently using it.
- 96 percent of marketers use social media as a marketing tool.
- 92 percent of marketers believe social media is important to their businesses and/or clients.
- 22 percent of marketers have been using social media for more than five years.
- 84 percent of marketers have integrated their social media and traditional marketing activities.
Real Estate: Agents, brokers, developers, and property managers all use social media to get their properties in front of more people
Retail: get feedback on new products and fix customers' complaints. For daily deal sites like Groupon, the viral nature of posts make for a very cost-effective advertising strategy. Positive word of mouth can go a long way and one user’s endorsement can lead to a number of subsequent sales.
Education: Social networking sites like Facebook allow students, educators, and institutions to connect with one another.
Universities use social networking sites as platforms for advertising on-going events, new curriculum, and more. Social media becomes a tool for alumni fundraising
Restaurant: The major benefit for these restaurant operators is that they can quickly build a positive reputation with a large contingency, something that used to take months or years.
Fashion: Social media is an incredibly valuable asset to the fashion industry because of the lightening-fast speed at which content travels on Facebook, Pinterest, and Instagram.
the task of creating visually stimulating images that produce an emotional response in the user (Carranza, 2015)
2. Social Media Strategy
CARE model
Source: http://www.smartinsights.com/b2b-digital-marketing/b2b-social-media-marketing/creating-social-media-strategy-b2b-audiences-products-services/
l2.1 B2C
If there is a model for how B2C marketing can be done right, it’s Dollar Shave Club’s humorous and outlandish strategy. A company that just a few years ago was merely a concept, Dollar Shave Club has taken the marketing world by storm, especially on YouTube.There’s a good chance you’ve seen this ad (there’s over 19 million views), the one that took them from a “nobody” to a mainstream phenomenon.
Within the first 48 hours of this ad being launched on YouTube, about 12,000 people signed up for the delivered-to-your-door shaving supply service. They now have over 1.5 million loyal customers.
And they’ve capitalized on this simplicity by using it as a platform to show off the company’s relatable, casual, and hysterical personality. In their marketing, they simply tell you that their products can not only save you money on something that everyone needs, but that their products are better quality too.
They use Instagram, Twitter and they understand the value of video marketing, social media, and traditional mediums like TV and magazines (Speier, 2015)
2.2 B2B
Three strategic uses for social media in B2B:1. It offers an opportunity to boost customer acquisition by expanding a brand's reach, add scale to campaigns and enhance conversion through recommendations.
2. It can help form deeper relationships and advocacy through improving customer service, brand reputation and even product and service quality.
3. It also provides the opportunity to access a huge market to test, trial and crowd source new ideas about your products and services.
Social media strategy to increase visitors in social pages like Facebook, Twitter, LinkedIn
1. Use Hashtags: to reach the right audiences
2. Monitor Analytics: checking analytics will help find out what works and what doesn’t, with target audience. find out how people are engaging with the posts and what language is more relevant to be used
3. Use Great Images: adding high quality, engaging images to posts will help them rise above the noise on people’s timelines. This is one of the most effective ways of grabbing people’s attention.
4. Post at Peak Times: use social analytics to find out at what times posts receive higher interaction, and Facebook insights even tells what times most of your followers are usually online. Posting content more than once is also important, as the audience will be online at different times.
5. Use the Article Title: good copywriters know that headlines make users click (Miles, 2015)
3. By which tools are using to measuring effectiveness of Social Media?
1. Sprout Social: Also a means to manage and schedule your social media, Sprout Social provides analytics on the effectiveness of all forms of social media as well as identifying influential social media users that could help spread word of your business.
2. Optify: email marketing, business website, SEO. Optify brings all these marketing tools together and analyzes their effectiveness to tell what’s working and what’s not.
3. Hootsuite: receiving reports on audience demographics and the popularity of links clicked on your social media.
4. Klout: How much influence does your business have amongst your networks? Klout measures all your social media accounts together and gives a score out of 100 for the way people react to content you post, whether that be retweets, likes, shares, etc.
5. SocialBro: Specifically Twitter focused, SocialBro is a paid-plan site that gives businesses a lot of useful data that can help them reach out to their Twitter audience at key times of day, evaluate a competitor’s Twitter feed, and identify most influential audience members in order to target to them.
6. Naymz: Naymz lets users compare the amount of influence their social media profiles have against those of their peers. Naymz focuses on building brands for users that are united across social networks and searchable across the web.
7. Twitter Counter: Twitter Counter allows you to buy Twitter stats for any account as well as pay to become a featured user, a user that is displayed on their homepage in hopes of generating more Twitter followers.
8. TweetLevel: Want to see what Twitter user is the best at sharing a given topic? What words do people use most when talking about your brand? TweetLevel provides answers to these questions and more to help businesses streamline their content down to the exact word that will engage users.
9. BlogLevel: Whether your business blogs or not, BlogLevel is a useful tool because it allows users to find relevant, popular blogs in a given subject area. It also measures the trends following certain topics so bloggers know which subjects are most popular to engage in at a given time.
10. Radian6: What are customers saying about your brand? Is it positive? Negative? Radian6 helps businesses listen to the social media chatter around their brand and join in the conversations (Stringer, 2013)
2. Optify: email marketing, business website, SEO. Optify brings all these marketing tools together and analyzes their effectiveness to tell what’s working and what’s not.
3. Hootsuite: receiving reports on audience demographics and the popularity of links clicked on your social media.
4. Klout: How much influence does your business have amongst your networks? Klout measures all your social media accounts together and gives a score out of 100 for the way people react to content you post, whether that be retweets, likes, shares, etc.
5. SocialBro: Specifically Twitter focused, SocialBro is a paid-plan site that gives businesses a lot of useful data that can help them reach out to their Twitter audience at key times of day, evaluate a competitor’s Twitter feed, and identify most influential audience members in order to target to them.
6. Naymz: Naymz lets users compare the amount of influence their social media profiles have against those of their peers. Naymz focuses on building brands for users that are united across social networks and searchable across the web.
7. Twitter Counter: Twitter Counter allows you to buy Twitter stats for any account as well as pay to become a featured user, a user that is displayed on their homepage in hopes of generating more Twitter followers.
8. TweetLevel: Want to see what Twitter user is the best at sharing a given topic? What words do people use most when talking about your brand? TweetLevel provides answers to these questions and more to help businesses streamline their content down to the exact word that will engage users.
9. BlogLevel: Whether your business blogs or not, BlogLevel is a useful tool because it allows users to find relevant, popular blogs in a given subject area. It also measures the trends following certain topics so bloggers know which subjects are most popular to engage in at a given time.
10. Radian6: What are customers saying about your brand? Is it positive? Negative? Radian6 helps businesses listen to the social media chatter around their brand and join in the conversations (Stringer, 2013)
Source:
Dunne, G., Mansfield sales blog, http://www.mansfieldsp.com/mansfield-sales-blog/bid/50959/B2B-vs-B2C-Sales-Similarities-and-Differences
Dunne, G., Mansfield sales blog, http://www.mansfieldsp.com/mansfield-sales-blog/bid/50959/B2B-vs-B2C-Sales-Similarities-and-Differences
Brassington, F. & Pettit, S., Essentials of Marketing. 2013, 3rd Edition, p110
Carranza, A., 7 Industries That Benefit Most from Social Media, 2015, http://www.socialmediatoday.com/social-networks/anthonycarranza/2015-06-16/7-industries-benefit-most-social-media
Miles, G., 5 B2B Social Media Hacks to Increase Click Through Rates, 2015, http://socialmediab2b.com/
Speier, K., B2B & B2C Marketing: How Do The Strategies Differ?, 2015, http://www.business2community.com/marketing/b2b-b2c-marketing-how-do-the-strategies-differ-01247766#J7zvxhHxJlCF1UD3.97
Stringer, K., 10 Tools to Measure Social Media Effectiveness, 2013, http://cargillcommunications.com/2013/06/10-tools-to-measure-social-media-effectiveness/
Carranza, A., 7 Industries That Benefit Most from Social Media, 2015, http://www.socialmediatoday.com/social-networks/anthonycarranza/2015-06-16/7-industries-benefit-most-social-media
Miles, G., 5 B2B Social Media Hacks to Increase Click Through Rates, 2015, http://socialmediab2b.com/
Speier, K., B2B & B2C Marketing: How Do The Strategies Differ?, 2015, http://www.business2community.com/marketing/b2b-b2c-marketing-how-do-the-strategies-differ-01247766#J7zvxhHxJlCF1UD3.97
Stringer, K., 10 Tools to Measure Social Media Effectiveness, 2013, http://cargillcommunications.com/2013/06/10-tools-to-measure-social-media-effectiveness/
No comments:
Post a Comment