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How Does Net-work? Chapter 7: Social NEtworks

Key Outcomes:

1. Classify and Separate each social networking platform

2. Learn the unique features of the major social networking platforms

3. Contextualize how brands use social media to connect with key target audiences

CREATING A SOCIAL MEDIA STRATEGY

Goal Plan- First decide what you want to achieve; which platforms are your consumers on?

Content Plan- Outline frequency and post consistently.

Conversation Plan- Determine the types of conversations that a company wants to have with their customers.

Operation Plan- Who will manage social media? Protocols, reputation management guidelines, and rules for conduct are all essential.

Evaluation Plan- Ex. track the number of status updates, videos, or links that a company shares to generate conversations.

SOCIAL NETWORK, SOCIAL NETWORKING SITE, SOCIAL NETWORKING

Social network - groups of nodes and links formed by social entities

Social networking sites- specific software or social media tools designed to facilitate relationships (Facebook)

Social networking= the act of forming, increasing, and maintaining relationships on the social sphere

Facebook

Brands use Facebook to build communities and engage with consumers in a more personal and meaningful manner.

News organizations allow people to post their stories directly to their Facebook walls to share with friends.

Average Facebook user is connected to 80 pages, groups, and events.

CREATING BRAND PAGE

Brand Pages offer "insights" that include statistical data that can be used in measuring growth

The company's address, telephone number, website, and email address, as well as other social networking sites are crucial

Incorporate logos as profile pictures

Set up customized Facebook landing pages that require users to "like" the company page before they are able to access certain features

80:20 rule - 80% of content should be relevant to your audience, 20% should be company related

Consistent usernames

First priority of PR practitioner = listen to customers and communicate by engaging in conversations with them

BOMBAS SOCKS

When two founders found out that socks were the most requested item at homeless shelters, they had an idea. Bombas Socks follows the one-for-one business TOMS implemented, leading them to misson-based marketing.

Customers should be sought on a personal level through their Facebook.

Goal: increase Facebook marketing by creating conversations. After testing two ads, they proved a simple ad structure and correct bid-to-budget ratio allows Bombas to get greater results.

This study led to 2x increase in product purchases. Now their Facebook has a variety of videos discussing origins of the company, philanthropic values and new products.

Google

Analytics

Google offers easy integration across all of its platforms and services, including Google Search, Google Analytics, Gmail, and YouTube

Pulling data and analytics gives us the power to create strong campaigns

Google analytics can tease out important data and develop targeted communication

Twitter

Great way to start a conversation with your target market and build and manage connections with customers, prospects, bloggers, and a myriad of other influencers

Companies should tweet useful resources, insightful ideas, and helpful tips

Uploading a profile picture that represents the company is essential

Staying ahead of conversations on Twitter helps brands connect more intimately with customers

RELATIONSHIPS

Special Offers and Coupons

Customer Service

Team Recruitment

Philanthropic Endeavors

@CASPER

Known for being a direct-to-consumer mattress company, they use Twitter for direct-to-consumer content.

Casper's Twitter and blog stays on brand and simple.
Their social media focuses on talking about sleep facts and "relatable sleeping content!"

Posting health and sleep content is useful for their Twitter and social platforms because people replace mattresses every 7-10 years.

LinkedIn

Users follow companies to keep ahead of new developments, compare products and services, track potential business opportunities, and keep a lookout for job openings

Company pages bring life to a brand

The feed is a way of communicating important messages to its audience

Each company page has an insights tab that is only visible to administrators

Pinterest

Combination of articles, blog posts, forum discussions, how-to podcasts, and videos

Brands can connect with pinners who share interests and preferences that the brand represents

"Facilitates discovery rather than having users search for what they want" - Luttrell

5 Types of Pinners

The Influencing Pinner - Affects the decisions of those who follow them. They pin recommended products, websites, contests, etc.

The Purchasing Pinner - Pins content that is relevant to items they have purchased or plan to purchase.

The Almost Purchasing Pinner - Users pin images as a reminder of what they want to do, buy, plan, or share; wish lists.

The "In It for the Long Haul" Pinner - Explore and conduct research on products that they will eventually purchase (planning a wedding.)

The Instantaneous Pinner - Precise in what they search for

ABSOLUT LIME: A CASE STUDY

The luxury vodka brand was looking to bring lift household penetration by 4%. They also wanted to engage with Millennials further.

HOW WOULD YOU USE SOCIAL MEDIA TO REACH ABSOLUT'S GOALS?

USING PINTEREST

From April to June 2018, Absolut Lime made a video series that showed how to create cocktails in a visually appealing manner.

Created specifically for Pinterest, the videos were shot vertically so viewers could see the entirety of the video on the Pinterest boards.

They also used interest targeting to reach people looking for inspiration for birthdays.

Snapchat

Used for consumers between the ages of 13 and 24

Content must be creative, fun, and actively engage the audience

160 million daily active users

BUD LIGHT: A CASE STUDY

Bud Light wanted to reach Millennial beer drinkers in a campaign that would lead up to the Super Bowl

HOW WOULD YOU USE SOCIAL MEDIA TO REACH BUD LIGHT'S GOALS?

Instagram

Create, manipulate, and share photos with family, friends, coworkers, etc.

Visual storytelling platform - brands share entertaining, expressive content that conveys their best story

Shows behind-the-scenes looks at users' favorite companies

@GLOSSIER

Glossier, created by Emily Weiss, has taken the beauty industry by storm. Starting with a beauty blog called IntotheGloss, Weiss transformed the company with two things: social media and branding.

Their brand maintains consistent throughout their Instagram, attracting a new generation of Instagram users.

#glossierpink

Simple profile that has a call to action in bio

Their user generated content allows anyone to be an influencer, with a more authentic approach to beauty promotion.

WITH KNOWLEDGE OF EACH SOCIAL PLATFORM'S USES AND TOOLS, YOUR KEY MESSAGE COULD REACH WHO YOU WANT AND BEYOND.

Sources:

https://twitter.com/Casper

https://blog.casper.com/

https://sproutsocial.com/insights/social-media-marketing-examples/

https://www.facebook.com/bombassocks/videos/1564717000276655/

https://www.facebook.com/pg/bombassocks/about/?ref=page_internal

https://bombas.com/pages/5million

https://blog.hootsuite.com/social-media-campaign-strategy/

https://jilt.com/upsell/bombas-mission-based-marketing/

https://www.youtube.com/watch?v=I14aEbhxgLI

https://business.pinterest.com/en/success-stories/absolut-lime

https://forbusiness.snapchat.com/inspiration/bud-light-leveraged-snapchat-and-the-nfl-on-snap-to-connect-with-their-audience-with-new-engaging-and-innovative-formats-throughout-the-season

https://next.reality.news/news/market-reality-snapchats-world-lenses-are-just-tip-ar-advertising-iceberg-0180312/

https://www.instagram.com/p/BsBLmNVAazw/?utm_source=ig_web_button_share_sheet

https://blog.unmetric.com/glossier-social-media-strategy

https://www.instagram.com/glossier/?hl=en

Credits:

Created with images by LUM3N - "workplace office desk" • rawpixel - "office business laptop" • coffeebeanworks - "web design facebook facebook page" • lalo Hernandez - "Google y M&M" • Con Karampelas - "Twitter Homepage" • rawpixel - "untitled image" • TheDigitalArtist - "linkedin social media internet" • FirmBee - "pinterest facebook social media" • Charles 🇵🇭 - "Pinterest" • Melissa Walker Horn - "untitled image" • TeroVesalainen - "snapchat social media smartphone" • Toni Hukkanen - "Instagram in the street" • ian dooley - "Pretty in Pink" • LUM3N - "workplace office desk" • rawpixel - "business afternoon awake"

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