Increased use of smartphones and tablet computers has contributed to the spread of social media usage. © 2019 Cengage. All rights reserved. Social Commerce (1 of 2) • Subset of e-commerce that involves the interaction and user contribution aspects of social online media – To assist online buying and selling of products and services • Social commerce sites – Include ratings and recommendations – Help consumers make more informed decisions on purchases and services © 2019 Cengage. All rights reserved. Social Commerce (2 of 2) • Types of social commerce – – – – – – – Peer-to-peer sales platforms Social networking websites driven by sales Group buying platforms Peer recommendation sites User-curated shopping sites Participatory commerce platforms Social shopping sites © 2019 Cengage. All rights reserved. Social Media and Integrated Marketing Communications • Usefulness of social media – Marketers have conversations with consumers, forge deeper relationships, and build brand loyalty. – Consumers connect with each other, share opinions, and collaborate on new ideas according to interests. • Crowdsourcing: Using consumers to develop and market products © 2019 Cengage. All rights reserved. Learning Objectives 2: Creating and Leveraging a Social Media Campaign © 2019 Cengage. All rights reserved. Categorizing Media Types • Owned media—Brand’s presence on social platforms. Brand’s Facebook presence, YouTube channel, Twitter presence, Pinterest presence, and presence on other social platforms constitute owned media. • Earned media—Word of mouth or online buzz about a brand (includes viral videos, retweets, comments on blogs, and other forms of customer feedback resulting from a social media presence) • Paid media—Use of traditional media (includes display advertising, paid search words, and other types of direct online advertising) © 2019 Cengage. All rights reserved. Key Guidelines to Leverage Types of Media • Marketers must: – Maximize owned media by reaching out beyond their existing websites to create portfolios of digital touch points – Recognize that aptitude at public and media relations no longer translates into earned media – Understand that paid media must serve as a catalyst to drive customer engagement and expand into emerging channels © 2019 Cengage. All rights reserved. The Listening System • First action a marketing team should take when initiating a social media campaign • Developing an effective listening system is necessary in understanding and engaging an online audience • Social media monitoring: Identifying and assessing what is being said about a company, individual, product, or brand • Failure to respond to criticism leads to crisis © 2019 Cengage. All rights reserved. Social Media Objectives (1 of 3) • • • • • Listen and learn Build relationships and awareness Promote products and services Manage your reputation Improve customer service © 2019 Cengage. All rights reserved. Social Media Objectives (2 of 3) • Listen and learn – Monitor what is being said about the brand and competitors – Develop a listening strategy
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