Social Media Marketing

Problem: How to make an effective and measurable social media plan?

Learning objectives

How to make an social media plan?

How to implement a social media plan?

How to measure a social media plan?

What is Social Media Marekting? 

"Social media marketing refers to the process of gaining traffic or attention through social media sites."
 (Source, 30.03.2016: http://searchengineland.com/guide/what-is-social-media-marketing)

 Social Media expert Brian Solis describes SM as: “…the democratization of content and the understanding of the role people play in the process of not only reading and disseminating information, but also how they share and create content for others to participate. It is the shift from a broadcast mechanism to a many-to-many model, rooted in a conversational format between authors and people.” (Solis 2010)

Social Media Marketing Platforms: 

• Facebook
• Instagram
• Twitter 
• Pinterest
• Google+
• Snapchat
• Youtube 
• (...)

 

 

 6 step social media-marketing-plan:

1. Define your objectives:
Start your social media plan by analysing your current position. Based on that form SMART goals. Your objectives should be specific, measurable, achievable, relevant and time-based.



2. Social media analysis:

Evaluate how social media can be succesfully used for your company and which social media channels reach your target group. Therefore you need to find out which kind of social media your target audience uses frequently and who you competitors will be by using this social media channel.
Define in which kind of social media you want to be present, who will take care of the accounts and set objectives for each social media platform. Just use social media platforms which bring value to your company and which have a purpose, otherwise you waste time unefficiently.

Analyse your own position by using the SWOT analysis (example below).
 

3.Establish new accounts or improve old ones:

 Establish new accounts or improve old accounts with regard to your SMART goals. Be aware of what kind of social media you choose and how you can reach your target group. A cross promotion strategie will increase the range of your content. Every profile should be completed and pictures and text should be optimized and professional.


4.Get inspired by market competitors, successful companies or competitors

By Social-Media-Listening you can find out what qualities differ you from competitiors. On the one hand competitors can inspire you but on the other hand you can also use their strategie and "steal" their customers by improving the competitors strategie. Social Media Channels are tools where followers and readers can change in quick frequences.

Recommendation of successful social media strategies:

• Content Marketing: Unbounce, Virgin
• Social Media Kundendienst: 1&1 Internet, Tangerine, Warby Parker
• Social Media Marketing: AirBnB, American Red Cross
• Facebook Strategie: Coca-Cola, Walmart
• Google+ Strategie: Cadbury, National Geographic
• Twitter Strategie: Charmin, Oreo
• Instagram Strategie: Herschel Supply Co., General Electric

5.Content-plan or editorial calender

Questions which need to be answered in a Content Marketin-Plan:

1.  Which contents do we want to publish via Social Media?
2. How frequently should we post?
3. Various target groups for several contents.
4. Who regenerates the content? 
5. How should the content be promoted?

6.Evaluation of achieved objectives

Evaluate the achieved objectives by measuring the outcome of the SMART objectives. Other instruments to measure the achieved objectives can be : Followers, Likes, ROI, Followers Loyality.

Social Media Strategy- Framework

In the figure you can see a strategy to develop a succesful SM strategy. You start the engagement process with listening, you identify relevant social media monitoring tools, learn how you can best use the tools, discover what's said about you and your market and find relevant communities and conversations. The next step of the engagement process is to engage the conversation by entering the conversation, providing relevant content and adding value to communitites. The last step of the engagement process is to measure and refine, for example set relevant measues of success and monitor measures.

The learning phase is a continous process which needs to be updated very frequently to follow trends.
In this process you use SM yourself, study relevant case studies, educate senior executives and explore latest trends. 

Also the process of the strategy development is very important and essentiell for a successful strategy. The process is devided into 3 phases: (1) prioritize objectives (2) Establish government (3) Define Activities.

Sources:
 https://www.google.fi/search?q=social+media+marketing+strategien+f%C3%BCr+twitter+facebook+%26+co&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiml-3egujLAhUFvHIKHVOEBjgQ_AUICCgC&biw=1280&bih=610#tbm=isch&q=social+media+marketing+strategie&imgrc=-94un-7rCm8wxM%3A

http://alles-online-marketing.de/was-ist-social-media/

 https://www.google.fi/search?q=social+media+marketing+strategien+f%C3%BCr+twitter+facebook+%26+co&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiml-3egujLAhUFvHIKHVOEBjgQ_AUICCgC&biw=1280&bih=610#tbm=isch&q=social+media+marketing+strategie&imgdii=rZau4ApPM7Y7jM%3A%3BrZau4ApPM7Y7jM%3A%3B24KU8RS71FyOlM%3A&imgrc=rZau4ApPM7Y7jM%3A

Communication plan

Discussion

First of all we had a discussion about “IVANA Helsinki’s” a fashion brand whose marketing doesn't seem to follow any planned system. The trigger was about a communication plan and a structured communication marketing mix. After that we started a brainstorming session. 

Problem 

How to plan and measure marketing communication effectively?

Learning objectives 

1.     What kind of different Market Communication Models exist?

2.     When and Why to choose each Model? How it can impact different company sices?

3.     How to measure marketing communications outcome?

Marketing Communication Models:

 

 AIDA Model:

 

The AIDA Model is one of the oldest and most popular marketing communication models. It is  a principle of an advertisements impact on the customer. In the figure you can see the steps a customer passes through before he decides to buy or consume a product. At first the target group or customer needs to be aware of the product. In the next step he needs to be interested in the product or service. Create a desire in the customer to possess the product. This is done by emphasizing the benefits of the product and how it will satisfy the needs and wants. In the last step there is the action, the customer finally buys the product. 

Dagmar Model:

"Defining Advertising Goals for Measured Advertising Results" model, which was proposed by R.H. Coney in 1961. It refers to the hierarchy of communication which leads to actual purchase. Marketing goals are measured in terms of sales but advertising goals are measured in terms of customers movements.

 

      1) AWARENESS: In this stage the customer becomes aware of the product/ service.
2) COMPREHENSION: The customer is aware of the product characteristics and its uses. He is also familiar with the brand name and brand logo.
3) CONVICTION: This stage refers to the emotional decision of preffering one brand to anothers.
4) ACTION: In this stage the purchase is made.

Lavidge and Steiner Model:

The marketing communication model was invented in 1961 by R.J. Lavidge and G. A. Steiner. It refers to the long term effects of advertising and it shows the hierarchical effects of marketing communication. The six steps are:

1. Awareness: customer becomes aware ofproduct
2. Knowledge: customer gets knowledge about the product
3. Liking: customer develops a favourable attitude
4. Preference: customer develops preference for the brand and product
5. Conviction: desire
6. Purchase: desire to buy the product

Model of Joyee:

The model of Joyee is about making the consumers happy by enjoying the product. Th

consumers possitive reaction to the product is the brands/ companys biggest desire.

The model of Joyee has six steps to follow:

1. awareness
2. knowledge
3. liking
4. preference
5. conviction
6. purchase

Advertising Exposure Model:

 

 The Advertising Exposure Model by David Aaker makes sure that an advertisement creates awareness, gives information, benefits, builds a brand, reaches feelings and allows us to categorize the product for ourselves as consumers.

•  is a presentation of an advertisement to the customer
• Companies/ Advertisers attempt to estimate level of exposures necessary to achieve their objective
• examples: print ads, radio, television
• market research and budget should dictate the focus of the advertisers
• target the advertising to the target groups needs and wants and take time to build the brand and relationship with the target audience

Heightened Appreciation model:

• helps the marketer to arrive at a stage ofan advertising strategy
• an important characteristic/ attribute of the product should be identified and the advertisement should get a link to this special attitude

How to measure marketing communication outcome?

1. ROI ( Return on Investment)
2. Measure increases in revenue; growth; customer engagement
3. Track Key performance Indicators
4. Set SMART gaols and measure the outcome after the set time period ( specific, meausureable, achievable, relevant, timely)
5. Social media > measure the customers behaviour to social media ( Likes, Followers, etc. )

 Sources:

 https://www.google.fi/search?q=DAGMAR+model&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi--8aQx7HLAhWta5oKHSZVCT4Q_AUIBygB&biw=617&bih=578#imgrc=1AZZ4L25wn3zIM%3A

https://www.google.fi/search?q=Aida+Model&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjFrNjiv7HLAhWsApoKHTCnBncQ_AUIBygB&biw=617&bih=578&dpr=1.5#imgrc=6E11_ZVGO_0yCM%3A

 https://www.google.fi/search?q=advertising+exposure+model&source=lnms&tbm=isch&sa=X&ved=0ahUKEwivlqf5y7HLAhXrA5oKHS_zCCMQ_AUIBygB&biw=617&bih=578#tbm=isch&q=exposure+model+david+aaker&imgrc=x31owVJBtIpIdM%3A

 https://internetmarketingbamblog.wordpress.com/2015/05/11/advertising-models-in-marketing/
https://www.google.fi/search?q=aida+model+example&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiB2biTkLjLAhVDP5oKHW4gB6wQ_AUIBygB&biw=1280&bih=611#imgrc=jGu1nYFQlwsurM%3A

Brand strategies

Brand Strategies and Brand Architecture

What are different brand architecture strategies?

Brand Architecture is the structure of brands within an organizational entity. It is the integrated process of brand building through establishing brand relationships among branding options in the competitive market. It defines the number and roles a company uses for its range of products and the target groups or target markets it serves.
The key to brand strategy is a companys brand architecture, which sets the foundation for all the other components of the brand. There are five brand architecture strategies representing ideal types of brand architecture: Corporate brand, Endorsed Brands (P- Branding, T-Branding, PT- branding) subbranding and branded house. ( See Figure 1)

In Figure 2 you can see what kind of brand Architecture to chose for a successful integration of a product in the existing market. For launching a new product you can chose between (2) New Brand (3)Standalone, (4) New Brand endorsed and Line Extension. If you want to refer to the existing and successful brand it is called (1) Corporate Brand under the name that defines the company.

 

 Brand Architecture Models in relation to the status of th product (existing/new)

Examples for a Branding Spectrum 

 

Five step Process for a Brand Architecture:

1. Start by listing each of your product/ service features
2. Focus on the benefits
3. Review each feature and benefit individually, determine its level of importance to the market: put them into 3 categories: Expected/ Adds value/ will buy
4. Rank the features and benefits
5. Determine the importance of the features and benefits

The purpose of Brand Architecture:

• What the overarching branding approach is – master brand, brand/sub-brand, endorsed brand, stand alone brands, including  or some combination of these
• How many levels of branding
• What types of brands exist at each level
• How brands at different levels relate to each other
• Decision rules for creating new brands
• Which brands’ identities are dominant/ recessive
• What types of names the organization uses
• Which brands are features in each and every media, vehicle, situation and circumstance

When and why to use different brand architecture models? 

There are 3 different types of brand  architecture concerning the 3key levels of branding.


1. Corporate Brand, umbrella brand, family brand 

Umbrella brands or Corporate Brands are brand names that are utilized by a range of different but related products. Sometimes referred to as family branding.An umbrella branding strategy, is a marketing practice that involves marketing many related products under a single brand name. As a result it involves creating huge brand equity for a single brand. This kind of branding is mainly used for FMCG products (Fast-Moving Consumer Goods).
Basic idea: The company has a line of very similar products and any product that carries the brand name is produced by the same quality standards.

Using a company brand means that you want to refer to the existing strong brand, especially those new to the market.
Examples: Kraft, Coca Cola, Kellogg's, MARS, Unilever (...)



2. Endorsed brands/ sub-brands

These Brandnames always include a family brand/ umbrella brand/ corporate brand or an individual product brand. The consumer should refer the product to the sub-brand and so mybe have a connection to a product which the consumer may know and already trust. For Sub-branding there are some factors common to all the brands in term of: Messaging; Color palette; Typography; Photography; Structure and Style

Examples: Nestle KitKat, Cadbury Dairy Milk, Sony Playstation, Polo by Polo Ralph Lauren



 

 3. Individual product brand


Individual brand product means each product has its own brand, different from every other product in the same product family or from the same firm. Those brand names are newly created and usually not related to any existing names. Reasons therefore are giving the brand an individual character and a unique brand identity, image and positioning. Also, if one brand fails in the market or is perceived to be of low quality, it does not have a ripple effect on the other product categories.

Sources:

 http://www.marketingmo.com/strategic-planning/how-to-develop-your-brand-architecture/
https://www.google.fi/search?q=umbrella+brand+nivea&source=lnms&tbm=isch&https://www.google.fi/search?q=subbrands&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi549jvyKTLAhUDDZoKHe_aBG4Q_AUIBygB&biw=1280&bih=611#imgrc=tKdVAaxjdzg7_M%3Asa=X&ved=0ahUKEwjPrKrswqTLAhVoDJoKHU0tDLoQ_AUIBygB&biw=618&bih=578#imgrc=fGkYgjHEMZVluM%3A
http://de.slideshare.net/nitishpande5/umbrella-branding
 https://www.google.fi/search?q=polo+by+polo+ralph+lauren&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj6jcXOyKTLAhXCKJoKHcxSCzAQ_AUIBygB&biw=1280&bih=611#tbm=isch&q=polo+by+polo+ralph+lauren+brand&imgrc=C774js7PDoIyfM%3A
 https://www.google.fi/search?q=sub+brand+nestle+kitkat&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiKo_GDyKTLAhWoK5oKHeu2CHMQ_AUIBygB&biw=1280&bih=611#tbm=isch&q=nestle+kitkat+brand&imgrc=cA7PnVmfkHN3fM%3A