1006953
Description
Mind Map by Michael Bayly, updated more than 1 year ago
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Created by Michael Bayly
almost 10 years ago
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Why do you think some managers are resistant to the idea of engaging in
social media marketing? What could you do or say to convince your reluctant
boss that SMM could be a good idea in a specific business setting?
- Social Media Marketing
- Business use of selected social media channels to understand customers and to
engage them in communication and collaboration in ways that lead to the
achievement of ultimate marketing and business goals.
- Business use of selected social media channels to understand customers and to
engage them in communication and collaboration in ways that lead to the
achievement of ultimate marketing and business goals.
- Management's resistance
- Cost
- Lack of skilled employees
- Greatest: fear of negative comments
- Difficulty in measuring ROI of SM programs
- Cannot attribute sales solely to a campaign
- Cannot attribute sales solely to a campaign
- Converting followers,
fans etc into paying
customers
- Cost
- Convincing the boss
- Show some statistics of the
usage of social media in the
company's target market
- Awareness
- Results in sales
- Old Spice - ''The Man you Man could smell like''
- Batman Dark Knight Rise campaign
- Results in sales
- Interactions
- Content co-creation
- Shared media can result
- Super Bowl -
consumers
create the ads
- Super Bowl -
consumers
create the ads
- Shared media can result
- Advertising avenue
- FB & LinkedIn Ads
- FB & LinkedIn Ads
- Awareness
- Outline how to build a SMM
strategy
- Show it's effectiveness
- LIstening to customers
- Google Alerts
- Google Alerts
- Instant reponses
- Consumers interacting with
a business are more likely to
purchase
- LIstening to customers
- Strategy
- Listen
- Communicate
- Engage
- Collaborate
- Communities can result from a strategy
- Harley Davidson - all mediums, engages, post images and videos that appeal emotionally
- Harley Davidson - all mediums, engages, post images and videos that appeal emotionally
- Listen
- Show it's effectiveness
- Relatively cheaper than other forms of
promotion and it's worth the cost due to number
of people using social media
- Wine Library
- Grew revenues by
millions whilst
cutting costs due to
using SM
- Greater reach and
more specific
targeting
- Grew revenues by
millions whilst
cutting costs due to
using SM
- Wine Library
- Currently unskilled:
employees can be trained up
on short courses
- Hire an expert, even parti-time
- Hire an expert, even parti-time
- As a company, we would rather hear the
negative comments to respond appropriately
- 2/3rds of reviews are positive
- peopple
want to
compliments
good
products and
people
- peopple
want to
compliments
good
products and
people
- 2/3rds of reviews are positive
- Educate yourself initially
- Start with small projects
- Ensure projects are strategically important
- Ensure projects are strategically important
- Document and Communicate results across the company
- Increases search enging ranking - inbound links
- Internal use of SMM
- Motivate and
engage employees
- Improves employee engagement,
collaboration and creates 2-way
dialogues with Senior execs
- Improves employee engagement,
collaboration and creates 2-way
dialogues with Senior execs
- Zappos encourages Twitter usage - even the CEO tweets
- MCDs has an internal McDs site where crew
members can exchange ideas, win prizes, play
games etc
- Motivate and
engage employees
- Integrate with other
marketing activities
- Metrics
- Google Analytics
- WebTrends
- HubSpot
- Social Media
specifics: liks,
followers,
engagement
- Google Analytics
- More difficult if they are users themselves
- Encourage use, i.e. LinkedIn
- Encourage use, i.e. LinkedIn
- Show some statistics of the
usage of social media in the
company's target market
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