Lecture 4 2 content development and management social media and networks 2016

Content Development and Management: Social media and networks Digital (Interactive) Marketing (Lecture 4.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu

https://dimbsbu.wordpress.com

Learning Outcomes • To overview the founda4ons of the social media marke4ng: history, the four zones of social media, the no4on of social media footprint • To inves4gate the best prac4ce in the content development/management for social media across pla?orms/channels using 4 development/ management stages • To emphasise the role of consumer voice in digital marke4ng -­‐ UGC • To understand the need for content planning – SmartInsights content planning template – Content matrix

It is not so new as we think ….

Evolving con4nuously

Global Fragmented

4 Zones of Social Media

Source: Tuten and Solomon, 2015. Social media marke4ng, p. 8.

4 zones of SM: brand applica4ons Social Community

Social Publishing

Building brand/consumer Rela4onships Promo4ng a presence Marke4ng research

Blogging Shared branded content Adver4sing / PR Re-­‐sharing

SM Zones Social Commerce

Social Entertainment

Buying and selling Servicing

Enabling play Branded entertainment

Managing Conver4ng to transac4ons

SM Zones

Examples

4 Zones across Owned media, earned media, paid media

Na4ve adver4sing

Source: Tuten and Solomon, 2015. Social media marke4ng, p. 26.

Highlights for businesses/brands

Advice for your campaign!

What are your business goals?

What are your social media goals/objec4ves?

-­‐ are they pla?orm specific?

Stats for 2015

h^p://www.smar4nsights.com/social-­‐media-­‐marke4ng/social-­‐media-­‐strategy/new-­‐ global-­‐social-­‐media-­‐research/

Social media Footprint Linked to social iden4ty – “the way we represent ourselves via text, images, sounds, and video to other who access the Web” Tuten and Solomon (2015, p. 82).

A social footprint is “the impression or mark that a person makes when he or she occupies digital”, social media space Tuten and Solomon (2015, p. 85).

Social Media Touchpoints

Source: Tuten and Solomon, 2015. Social media marke4ng, p. 84.

2 Facebook profiles Tweet feed (@Elvira_Mlady) Instagram LinkedIn

Zone 1

Zone 4 Not ac4ve in this space

YouTube channel – Elvira Bolat Blog/website – www.elvirabolat.com Scoopit hXp://www.scoop.it/u/elvira-­‐bolat-­‐elvira-­‐bolat Google+ profile Facebook page for PG unit DIM blog Periscope Vine

Zone 2

Zone 3 Not ac4ve in this space

Helps with Situa4onal analysis – internal audit and segmenta4on/targe4ng

SM: content development and management – 4 stages

Create Engage Listen

Share & integrate

1. Listen

Checking for influencers, blogs, pundits, new, trends …. – this informs your Content Plan!

hXps://www.google.co.uk/alerts Â

hXp://addictoma4c.com

Addictoma4c searches

hXp:// www.socialbearing .com

hXp://www.twazzup.com

h^p://iconosquare.com Â

2. Engage

Share, contribute, comment ….

Na4ve adver4sing

3. Create your own content

Content / stories that s4cks …

What s4cks?

Story …

large or small – all do it!

PAS – unbreakable rule of the Web 2.0

• Create value (i.e. informa4on, entertainment, assistance) • Call to ac4on • Concise • Use images and #

Is this GOOD example?

or this?

Track, opinion, analysis, mashup

hXps://storify.com/

Track

Opinion Â

Analysis Â

Interac4ve & remarkable content

hXp://www.anniwang.com

Check this: hXp://www.boredpanda.com/powerful-­‐social-­‐adver4sements/

Make it Viral

hXp://jonahberger.com/wp-­‐content/uploads/2013/02/ViralityB.pdf

What do you need to do to make it Viral?

Provoke Feeling -­‐ emo4on Make a connec4on

Mashups

4. Schedule, share and integrate

Share

Schedule

Check this! h^p://www.adweek.com/social4mes/best-­‐4me-­‐to-­‐post-­‐social-­‐ media/504222

Facebook – Thursday and Friday 1pm – most shares, 3pm – most likes Twi^er – B2B (Monday-­‐Friday) B2C (Wednesday – Sunday) 5pm – highest retweets LinkedIn – Tuesday-­‐ Thursday 7am-­‐8am, 5pm-­‐6pm Instagram – Monday, 3pm-­‐4pm, off work hours

Check this! h^p:// www.adweek.com/ social4mes/best-­‐4me-­‐ to-­‐post-­‐social-­‐media/ 504222

Integrate Â

Integrate tools: h^p://sproutsocial.com h^p://www.socialbro.com h^ps://hootsuite.com h^ps://bufferapp.com

Don’t forget UGC Assump4on is CONTENT is CHEAP, RELEVANT CREATED for YOU

h^ps://books.google.co.uk/books?id=X5wq8Oai37UC&pg=PA413&lpg=PA413&dq=user+generated +content+becker+2008&source=bl&ots=MRvyZOIYVH&sig=CJJi6VndGQUWAJcdhW?K-­‐ zPhJs&hl=en&sa=X&ei=ZPztVMD6JpKw7AaLt4DwCQ&ved=0CEEQ6AEwAw

UGC But you need: a Cri4cal Mass – Community a Segmented Community a Purpose (communi4es with a purpose are more ac4ve)

Curate, seed, & CONTRIBUTE

Another best prac4ce example – using UGC

SM: content development and management -­‐ NOT just THIS!

Measure Create Engage Listen

Share & integrate

Source: SmartInsights

Content planning 4meline

Source: SmartInsights

Check the SmartInsights planning template via myBU, Unit Materials, week 4, Addi4onal Reading and Materials!

Tip for the Exam • Review Chapters 1 and 3 (Tuten and Solomon 2015) • Focus on social media zones and social media footprint!

• Create your social media footprint • Analyse social media zones for one of the brands you like • Understand the concept of the content value ladder – choose the brand’s facebook page and categorise its content using the content value ladder • Think about examples when revising!