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6. CM2# Tactics: Social media marketing

Awesome template but don't use it with Chrome... Or it may crash ! (sorry)

Ewelina Lacka

on 19 February 2017

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Transcript of 6. CM2# Tactics: Social media marketing

Consumer Management 2
Stage 2. Defining the performance metrics framework

Performance measurement framework should:

Assess which strategic goals are achieved

Assess to what extent digital marketing contributes to the business

Assess effectiveness of digital marketing tactics and implementation

Assess the impact of digital marketing on the satisfaction, loyalty and contribution of stakeholders

Enable comparison of performance of direct digital channels with other channels

Assess digital marketing performance against competitors’

Stage 3. Tools and techniques for collecting metrics and summarising results

Site activity data
- information on content and services assessed by e-commerce data (e.g. hit-click, page impressions, unique visitors, page per visit, vsits per visitor .

Design for analysis
- measures designed to better understand the audience of a site and their decision points. (e.g. breaking up a long page to see which parts are of interest for consumers, grouping content by audience type, measure attrition at different points in a consumer journey)

AB testing
– testing of two different versions of the page or a page element such as heading, image or button for effectiveness
Multivariate testing
- advanced form of AB testing, it enables simultaneous testing of pages for different combinations of page elements that are being tested

Clickstream analysis
– detail analysis of visitor behaviour in order to identify improvements to the site.

How to select web analytics tool???

Integration with other data sources


Media attribution


Customisation facilities

Support services

Privacy considerations

Marketing research using the Internet

Internet-based market research
– the use of online questionnaires and focus groups to assess consumer perceptions of a website etc.

Website feedback tools

Site user satisfaction surveys


Single page feedback tool

Other: focus groups, mystery shopping, online survey tools

From Web 1.0 to Web 2.0
Social media are online means of communication, conveyance, collaboration and cultivation among interconnected and interdependent networks of people, communities and organisations enhanced by technological capabilities and mobility

Why social media?
It took radio 38 years to reach 50 million listeners, TV took 13 years to reach 50 million users, the Internet needed 4 years to reach 50 million users.
There is 3.175 billion active Internet users;
2.206 billion of which are active users of social media
has over 1.2 billion active users (over 1 billion of those users are mobile users); 6 new Facebook profiles are created every second; Facebook users share over 4 billion pieces of content every day
80% of
usage if from mobile devices; 500 million tweets are sent every day
users upload more tan 100 hours of video every minute.
users are 68% female and 32% male
+ attracts 925.000 users every day
79% of
users are 35 or older

Social Media activates
Connect with people/ consumers/ companies
Post a status update
Create content
Create groups/ communities
Carry out synchronous/ asynchronous communication
Make/ share infographics/ video content
Write/ read review
Play games
Buy/ sell products

Social media enable active participation in the form of
communicating, creating, joining, collaborating, working, sharing, socializing, playing, buying and selling , and learning
within interactive and interdependent networks

Social Media zones
Zone 1. Social Community
Focus on relationships
Feature two-way and multi-way communication

Social networking sites
(online hosts that enable users to construct and maintain
and identify other users)
(online platforms which enable discussion among users)
(collaborative online workplaces that enable users to contribute to the creation of a useful and shared resource)

Zone 2. Social Publishing
Aid in the dissemination of content to the audience.

(websites that host regularly updated content)
Microsharing sites/ Microblogging sites
(sites that host small regularly updated content)
Media sharing sites
(sites that host visual content)

Zone 3. Social Entertainment
Offer opportunities for play and enjoyment

Social games,
Gaming sites
Alternative reality games
Entertainment communities

Zone 4. Social Commerce
Assists in online buying and selling of products and services.
Influences stages of consumer decision making process

Review and rating sites
Deal sites/ deal aggregators
Social shopping markets
Social storefronts

The fifth 'P' of Marketing mix

Social media marketing
– the utilization of social media technologies, channels and software to create, communicate, deliver and exchange offerings that have value for organisation's stakeholders.

Social Media vs Marketing Objectives
Social Media; Promotion and Branding
Aims :
Extend and leverage the brand’s media coverage
Influence consumers through the decision- making process

Owned media, Paid media, Earned media

Social Media; Promotion and Branding
Social Media: Service Recovery
Service recovery-
actions organization takes to correct mishaps and win back dissatisfied consumer

LARA framework

to consumers conversations
those conversations
this information to existing information within the company
on those consumers conversations
Social Media Strategy
Get buy-in
Listen and understand the landscape
Set objectives
Create action plan
Track, analyse, optimise
-The generations that did not grew up with the Internet
-They are less networked to friends, family and former classmates online

- Young and connected: 15-24 year olds with 5 or more years of online experience
- They switch their attention between media platforms 27 times per hour
- They use various devices (smartphone, tablet, laptop)
- They prefer texting people rather than talking to them
Increase awareness
Influence desire
Encourage trial
Facilitate purchase
Generate brand loyalty
Online profile
Used to maintain social presence online
social connections
indicate mood

social identity online
facilitates communication
Social Technographic Ladder
Social CRM
- embraces software and processes that include the collective intelligence of a firm’s consumers to more finely tune the offer and build intimacy between organization and its consumers

Social Media: CRM
Social media in China
Full transcript