MBA631 DigitalMarketing andCommunications

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MBA631 DigitalMarketing andCommunicationsWorkshop 3Social Media and Social MediaMarketingCopyright Notice
COPYRIGHTCOMMONWEALTH OF AUSTRALIACopyright Regulations 1969WARNING
This course-pack contains material copied by Kaplan Business School inreliance of section 113P of the Copyright Act 1968 (Act).The material in this communication may be subject to copyright under the Act.Any further reproduction or communication of this material by you may be thesubject of copyright protection under the Act.Do not remove this notice.For use only by the students of Kaplan Business School enrolled in thesubject: MBA631 Digital Marketing and Communications.
This Topic’s Big IdeaWhat impact has social media made in theway that businesses market their productsand services?Watch Me:https://www.youtube.com/watch?v=5lUPJ1Ik8jgLearning Objectives1. Explore the different ways in which socialmedia can be used in digital marketing2. Examine the basic principles of social mediaengagement3. Compare the strengths and weaknesses ofvarious online social media websites4. Examine the key strategies to use in socialmedia marketingSocial Media MarketingIt refers to a variety of different online platformsthat allow users to engage in some form of socialinteraction with each other.• Methods of marketing using social media– An organisation’s social media presence– Social media features on an organisation’s ownwebsite (e.g. Amazon.com)– Paid ads and promoted content on social mediawebsites– Viral marketing techniquesWorkshop Activity 3.1Watch the video and answer the following questions.– What is Social Media Marketing?– Why is social media marketing relevant?– What are the benefits of social media marketing?– What is the most important aspect of social mediamarketing?Watch Me:https://www.youtube.com/watch?v=2ZzfWUsj9_QAdapted from: Cavazza, F 2019, Social Media Landscape. retrieved 31 March 2020https://hichamsouilmi.tumblr.com/post/184836245681/classic-social-media-landscape-2019Social Media Australian Users(as of June 2019)
Facebook
15 million Monthly Active Users (approx. 60% of population)1 in 2 Australians use Facebook on a daily basis.
YouTube
15,200,000 unique views; 1 in 2 Australians use YouTube.
Instagram
9,000,000 Monthly Active Users (FB/ Instagram data)1 in 3 Australians use Instagram.
Snapchat
6,400,000 Monthly Active Users (Snapchat data)1 in 4 Australians use Snapchat.
LinkedIn
5,500,000 Monthly Active Users approx.Reports there are 8 million registered users in Australia, 50% ofthis number log in every month.
WhatsApp
7,000,000 Active Users (30% increase since 2015).
Twitter
5,300,000 Monthly Active Users approx.
Adapted from: Cowling, D 2019, Social Media Statistics Australia. retrieved 31 March 2020 https://www.socialmedianews.com.au/socialmedia-statistics-australia-june-2019/.Types of Social Media• Social networkingsites• Social sharing sites• Micro Blogging• Bookmarking sites• Submission sites• Aggregators• Wikis• Forums / Discussionsites• Review and ratingsites• Blogs• PodcastsWorkshop Activity 3.2In groups of 2 – 3 find three (3) websites that arean example of:– Social networking sites– Media sharing sites– Micro Blogging– Bookmarking sites– Submission sites– Wikis– Forums / Discussion sites– Review and rating sites– Blogs– PodcastsYour Organisation’sSocial Media Presence• Used to advocate your brand• Used to engage with and learn about yourcustomers.• Make sure to make updates regularly with contentthat interests your customers• Promptly respond to questions and comments.• Not necessarily every business should have a socialmedia presence– Make sure that it is right for your market.– Generally, if your customers expect you to be onsocial media, then you should be.Your Organisation’sSocial Media Presence Cont.• Why some companies stay away from socialmedia– They don’t update regularly– They aren’t in the right industry– They don’t know what they are doing– They don’t respond– They don’t make it worth your whileWatch Me: https://www.youtube.com/watch?v=ZqhhgVEj2MEWorkshop Activity 3.3Let’s watch GaryVaynerchuk’s video.– What are the key takeaways of his viewpointof social media?– Do you agree ordisagree that allbusinesses need to beon social media?– What businessesshould avoid socialmedia, if any?Vaynerchuk, G 2016, When Brands Should Not Use Social Media. retrieved 31March 2020 https://www.youtube.com/watch?v=fZsqiZNmhjo.Social Media StrategyFramework• PR & Marketing– Build brand awarenessWatch Me:https://www.youtube.com/watch?v=0hNKWd9ts0o• Sales– Use social media to build asales pipeline• Customer Service– Using social media allowscompanies to quicklyrespond to customersWatch Me:https://www.youtube.com/watch?v=lXaAn_9fUqoAdapted from: SEOP n.d., Social Media Marketing. P 17, retrieved 31 March 2020 http://socialmediamarketing.com/eBook.pdf.Social Media StrategyConduct a socialmedia auditSet social mediagoals and objectivesthat align with youroverall companygoalsIdentify your targetmarket (idealcustomers)Research thecompetitionBreak down yourgoals into specifictacticsCreate or improveyour social mediaaccountsChoose channelsalong with relevanttacticsAllocate budget andresourcesAssign tasks and settimeframesTest, evaluate andadjust the plan asyou goSocial Media Strategy Cont.Buffer Social. n.d., How to Create an Extraordinary Social Media Strategy for 2017. retrieved 31 March 2020https://blog.bufferapp.com/social-media-strategy-2017.Workshop Activity 3.4In your groups, choose a brand, create abrief social media strategy for onegoal/objective:– Identify and write the objective;– Choose the target market (ideal customer);– Identify and research two local competitors;– Create three tactics that meet the objective.Work together with the people around you.Social Media Marketing:Facebook• Has the broadest audience of all the socialmedia networks.• Time spent on Facebook is growing.• You can tailor Facebook campaigns toresonate with your target audience.• Make use of the platform’s 15 types ofFacebook ads in order to get the bestresults for your campaign.Facebook Advertising• Awareness Ads:– Brand Awareness– Local Awareness– Reach• Conversion Ads– Conversions– Product CatalogueSales– Store Visits (LimitedAvailability)• Consideration ads:– Traffic to yourwebsite– Engagement– Post Engagement• Offer Claims• Event Responses– App Installs– Video Views– Lead GenerationAdapted from: McLeod, B 2017, Your Ultimate Guide to Facebook Ad Types. retrieved 31 March 2020https://www.bluecorona.com/blog/types-of-facebook-ads.Watch Me: https://www.youtube.com/watch?v=PLoiVUBNGrkTwitter• Users expect quick, succinct summaries ofwhatever it is you’re selling.• Find different angles for the same productupdate and spin 10 different tweets for it.• 74% of Twitter users follow smallbusinesses to get product updates.Watch Me:https://www.youtube.com/watch?v=vzaWKuorgj0Adapted from: McLeod, B 2017, Your Ultimate Guide to Facebook Ad Types. retrieved 31 March 2020https://www.bluecorona.com/blog/types-of-facebook-ads.YouTube• YouTube is quickly replacing cable TV.• Make sure your videos are optimised formobile and quickly tell a story.• Create content that appeals to those withshort attention spans.• On average, a typical YouTube session is40 minutes.Adapted from: McLeod, B 2017, Your Ultimate Guide to Facebook Ad Types. retrieved 31 March 2020https://www.bluecorona.com/blog/types-of-facebook-ads.Snapchat• Great platform for Millennials.– 85% of Snapchat’s daily users are betweenthe ages of 18 and 34.• Users are used to interactions and videosthat are quick, relevant, and entertaining.• Use storytelling and engagement.Watch Me:https://www.youtube.com/watch?v=nD9GBWiNolIAdapted from: McLeod, B 2017, Your Ultimate Guide to Facebook Ad Types. retrieved 31 March 2020https://www.bluecorona.com/blog/types-of-facebook-ads.Workshop Activity 3.5Using your chosen brand from earlier, identifywhich social media platforms it should use andwhy.Consider the following in your discussion:– What are you selling?– Who is your target market?– Where do they live?– What keeps your target market ‘awake at night’?– What message(s) would you use on each platform?Paid Advertising onSocial Media• Paid advertising can appear as a banner ad or inthe user’s feed.• The information a user provides on their profile,as well as their online behaviour, enables ads tobe even more targeted than search engines.• Payment for social media ads range from PPC,CPI (cost per impression) and CPA (cost peraction, which includes things such as likes). [Tobe discussed in Week 8]Workshop Activity 3.6Watch the video and discuss when and whybusinesses should not pay for advertising for theirsocial media campaigns.Watch Me:https://www.youtube.com/watch?v=aN9NxQviuYMViral Marketing• Concept based on ‘word-of-mouth’ marketing,which predates the internet:– Now “world of mouth”– People are encouraged to pass on a marketingmessage to others.– If this is executed successfully, the marketingmessage is spread at an exponential rate – and istherefore called ‘viral’.• Viral marketing usually requires specialist help.• While it is important to produce quality content,successful viral campaigns are often determinedby the way in which the content is promoted.Viral Marketing Cont.What makes sites, posts, etc. go viral?– A large user base:• Have a place where people can sign-up;• Participate in a community;• Cross-promote.– A remarkable message:• Create several little messages that add up over time;• Latch on to another remarkable or compelling product (e.g.,create a giveaway or contest).– A compelling reason to share that message:• Use brand evangelists;• Ask people to ‘spread the word’;• Make sharing easy.Workshop Activity 3.7Let’s watch the following video about Mercedes-BenzCLA: https://www.youtube.com/watch?v=BYQL6-3Q8LIBy the end of the campaign, Mercedes received:– 87,000,000 organic Instagram impressions– 2,000,000 Instagram likes– 150 new marketing assets (stunning photos)• What lessons can you learn from this?• Could you put your followers up for a challenge?• Can you do a competition that gets people trying out your productfirst?• What is a prize your target market would value?Consumer Decisions• Reputation and Reviews are important– 93% of shoppers’ buying decisions are influenced bysocial media:• 90% trust peer recommendations.Watch Me:https://www.youtube.com/watch?v=8Cvzka7Gzk0.• 14% trust advertisements (#Socialnomics 2014)– 86% of consumers say they have been swayed bynegative reviews:• 90 percent say that positive reviews have led themto purchase from a specific brand (DimensionalResearch).Adapted from: Adapted from: Pick, T 2015, 106 More Amazing Social Media and Marketing Statistics for 2014 and 2015, retrieved 31 March2020http://www.business2community.com/social-media/106-amazing-social-media-marketing-statistics-2014-2015-01151764Online Reputation Matters43%of consumerswould not use abusiness with a3-star rating73%form an opinionabout a businessby reading up to6 reviews44%of consumerssay that a reviewmust be writtenwithin the lastmonth to berelevantAdapted from: Boost Reviews 2019, retrieved 31 March 2020 https://boostreviews.com/Reputation Risks inSocial Media• A threat to meeting expectations that in turnprecipitates a crisis (Kossovsky, 2014).• Created when expectations are poorly managedand exceed capabilities, or when a companysimply fails to execute (Kossovsky, 2014).• 47% of organisations don’t take steps to monitorfor reputational risks (Standing Partnership 2017).• Damage to brand reputation.Adapted from: Kossovsky, N 2014, How to Manage Reputation Risk. retrieved 31 March 2020http://www.rmmagazine.com/2014/04/01/how-to-manage-reputation-risk/.Online ReputationManagement• Become well-respected;• Be radically transparent;• Monitor what people are saying about you;• React quickly and politely;Watch Me: https://www.youtube.com/watch?v=qOhwZHHwWng• Address criticism;• Understand your detractors;• Attack your illegitimate attackers;• Learn from your mistakes.Summary• Today you must be active on social media!• You don’t have to use Instagram, Facebook, andTwitter, but you should use at least one of thesocial media platforms to reach your audience.• If your target audience is millennials, you MUSTuse social media.Next WeekSearch Engine Optimisation

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