Social media marketing refers to the process of gaining website traffic or attention through social media sites.[1]
Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. The resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company.[2] When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself,[3] this form of marketing results in earned media rather than paid media.[4]
Social networking websites allow individuals to interact with one another and build relationships. When companies join the social channels, consumers can interact with them and they can communicate with consumers directly. That interaction feels more personal to users than traditional methods of strictly outbound marketing & advertising.[5]
Social networking sites and blogs allow individual followers to “retweet” or “repost” comments made by the product being promoted. By repeating the message, all of the users connections are able to see the message, therefore reaching more people. Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company.[5]
Through social networking sites, companies can interact with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.[5]
Social networking sites also include a vast amount of information about what products and services prospective clients might be interested in. Through the use of new SemanticAnalysis technologies, marketers can detect buying signals, such as content shared by people and questions posted online. Understanding of buying signals can help sales people target relevant prospects and marketers run micro-targeted campaigns.
Mobile phone usage has also become beneficial for social media marketing. Today, most cell phones have social networking capabilities: individuals are notified of any happenings on social networking sites through their cell phones, in real-time. This constant connection to social networking sites means products and companies can constantly remind and update followers about their capabilities, uses, importance, etc. Because cell phones are connected to social networking sites, advertisements are always in sight. Also many companies are now putting QR codes along with products for individuals to access the company website or online services with their smart-phones.
In the context of the social web, engagement means that customers and stakeholders are participants rather than viewers. Social media in business allows anyone and everyone to express and share an opinion or an idea somewhere along the business’s path to market. Each participating customer becomes part of the marketing department, as other customers read their comments or reviews. The engagement process is then fundamental to successful social media marketing.[6]
Social networking sites can have a large impact on the outcome of events. In 2010, a Facebook campaign surfaced in the form of a petition. Users virtually signed a petition askingNBC Universal to have actress Betty White host Saturday Night Live.[7][8] Once signed, users forwarded the petition to all of their followers. The petition went viral and on May 8, 2010, Betty White hosted SNL.[9]
The 2008 US presidential campaign had a huge presence on social networking sites. Barack Obama, a Democratic candidate for US President, used Twitter and Facebook to differentiate his campaign. His social networking profile pages were constantly being updated and interacting with followers. The use of social networking sites gave Barack Obama’s campaign access to e-mail addresses, as posted on social network profile pages. This allowed the Democratic Party to launch e-mail campaigns asking for votes and campaign donations.
Small businesses also use social networking sites as a promotional technique. Businesses can follow individuals social networking site uses in the local area and advertise specials and deals. These can be exclusive and in the form of “get a free drink with a copy of this tweet”. This type of message encourages other locals to follow the business on the sites in order to obtain the promotional deal. In the process, the business is getting seen and promoting itself (brand visibility).
A short film released on March 5, 2012, by humanitarian group Invisible Children, Inc. This 29 minute video aimed at making Joseph Kony, an International Criminal Court fugitive, famous worldwide in order to have support for his arrest by December 2012; the time when the campaign ends.[10] The video went viral within the first six days after its launch, reaching 100 million views on both YouTube and Vimeo.[11] According to research done by Visible Measures, the Kony 2012 short film became the fastest growing video campaign, and most viral video, to reach 100 million views in 6 days followed by Susan Boyle performance on Britain’s Got Talent that reached 70 million views in 6 days.
In May 2014, Instagram had over 200 million users. The user engagement rate of Instagram was 15 times higher than of Facebook and 25 times higher than that of Twitter.[41]According to Scott Galloway, the founder of L2 and a professor of marketing at New York University’s Stern School of Business, latest studies estimate that 93 percent of prestige brands have an active presence on Instagram and include it in their marketing mix.[42] When it comes to brands and businesses, Instagram's goal is to help companies to reach their respective audiences through captivating imagery in a rich, visual environment.[43] Moreover, Instagram provides a platform where user and company can communicate publicly and directly, making itself an ideal platform for companies to connect with their current and potential customers.[44]
Many brands are now heavily using this mobile app to boost their visual marketing strategy. Instagram can be used to gain the necessary momentum needed to capture the attention of the market segment that has an interest in the product offering or services.[45] As Instagram is supported by Apple and android system, it can be easily accessed by smart phone users. Moreover, it can be accessed by Internet as well. Thus, the marketers see it as a potential platform to expand their brands exposure to the public, especially the younger target group. On top of this, marketers do not only use social media for traditional Internet advertising, but they also encourage users to create attention for a certain brand. This generally create an opportunity for greater brand exposure.[46] Furthermore, marketers are also using the platform to drive social shopping and inspire people to collect and share pictures of their favorite products. Many big names have already jumped on board: Starbucks, MTV, Nike, Marc Jacobs, Red Bull are a few examples of multinationals that adopted the mobile photo app early.
Instagram has proven itself a powerful platform for marketers to reach their customers and prospects through sharing pictures and brief messages. According to a study by Simply Measured, 71 percent of the world’s largest brands are now using Instagram as a marketing channel.[47] For companies, Instagram can be used as a tool to connect and communicate with current and potential customers. The company can present a more personal picture of their brand, and by doing so the company conveys a better and true picture of itself. The idea of Instagram pictures lies on on-the-go, a sense that the event is happening right now, and that adds another layer to the personal and accurate picture of the company. Another option Instagram provides the opportunity for companies to reflect a true picture of the brand through the perspective of the customers, for instance, using the user-generated contents thought the hashtags encouragement.[48] Other than the filters and hashtags functions, the Instagram’s 15-second videos and the recently added ability to send private messages between users have opened new opportunities for brands to connect with customers in a new extent, further promoting effective marketing on Instagram.
YouTube
YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The type of language used in the commercials and the ideas used to promote the product reflect the audience's style and taste.
Also, the ads on this platform are usually in sync with the content of the video requested, this is another advantage YouTube brings for advertisers. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also possible on YouTube, "for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos." YouTube also enable publishers to earn money through its YouTube Partner Program.
Delicious, Digg and Reddit
Delicious, Digg and Reddit are popular social bookmarking sites used in social media promotion. They are heavily used by the social media marketers to promote their websites due to their ability to share links.
Blogs
Platforms like LinkedIn create an environment for companies and clients to connect online. Companies that recognize the need for information, originality, and accessibility employ blogs to make their products popular and unique, and ultimately reach out to consumers who are privy to social media.
Blogs allow a product or company to provide longer descriptions of products or services, can include testimonials and can link to and from other social network and blog pages. Blogs can be updated frequently and are promotional techniques for keeping customers, and also for acquiring followers and subscribers who can then be directed to social network pages.
Online communities can enable a business to reach the clients of other businesses using the platform. To allow firms to measure their standing in the corporate world, sites likeGlassdoor enable employees to place evaluations of their companies.
Some businesses opt out of integrating social media platforms into their traditional marketing regimen. There are also specific corporate standards that apply when interacting online. To maintain an advantage in a business-consumer relationship, businesses have to be aware of four key assets that consumers maintain: information, involvement, community, and control.
Tumblr
Tumblr first launched ad products on May 29, 2012. Rather than relying on simple banner ads, Tumblr requires advertisers to create a Tumblr blog so the content of those blogs can be featured through the site. In one year, four native ad formats were created on web and mobile, and had more than 100 brands advertising on Tumblr with 500 cumulative sponsored posts.
Ad Formats
Sponsored Mobile Post – Advertisements (Advertisers’ blog posts) will show up on user’s Dashboard when the user is on a mobile device such as smartphones and tablets, allowing them to like, reblog, and share the sponsored post.
Sponsored Web Post – “Largest in-stream ad unit on the web” that catches the users’ attention when looking at their Dashboard through their computer or laptop. It also allows the viewers to like, reblog, and share it.
Sponsored Radar – Radar picks up exceptional posts from the whole Tumblr community based on their originality and creativity. It is placed on the right side next to the Dashboard, and it typically earns 120 million daily impressions. Sponsored radar allows advertisers to place their posts there to have an opportunity to earn new followers, Reblogs, and Likes.
Sponsored Spotlight – Spotlight is a directory of some of the popular blogs throughout the community and a place where users can find new blogs to follow. Advertisers can choose one category out of fifty categories that they can have their blog listed on there.
These posts can be one or more of the following: images, photo sets, animated GIFs, video, audio, and text posts. For the users to differentiate the promoted posts to the regular users’ posts, the promoted posts have a dollar symbol on the corner. On May 6, 2014 Tumblr announced customization and theming on mobile apps for brands to advertise.
Advertising Campaign on Tumblr
Disney/Pixar’s Monsters University:Created a tumblr account, MUGrumblr, saying that the account is maintained by a ‘Monstropolis transplant’ and ‘self-diagnosed coffee addict’ who is currently a sophomore at Monsters University. A “student” from Monsters University uploaded memes, animated GIFs, and Instagram-like photos that are related to the movie.
Apple’s iPhone 5c: Created a tumblr page, labeling it “Every color has a story” with the website name: “ISee5c”. As soon as you visit the website, the page is covered with different colors representing the iPhone 5c phone colors and case colors. When you click on one of the colored section, a 15 second video plays a song and “showcases the dots featured on the rear of the iPhone 5c official cases and on the iOS 7 dynamic wallpapers...”, concluding with words that are related to the video’s theme.
Why Tumblr is Used for Advertising
One of the reasons why Tumblr is appealing to companies is because of how much people use Tumblr.
There are currently 190.1 million blogs (As of June, 2014)
300 million unique monthly visitors (Basically 15% of all internet users)
Available in 13 languages
Copyrighted by: http://en.wikipedia.org/wiki/Social_media_marketing
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