Social media management schema, Schemi e mappe concettuali di Diritto di internet e dei social media

Scarica Social media management schema e più Schemi e mappe concettuali in PDF di Diritto di internet e dei social media solo su Docsity! 3 GUIDING PRINCIPLES FOR BUSINESS GOALS 1. CONNECTION TO OVERALL FIRM STRATEGY Connessione alla strategia generale 2. INTEGRATION ACROSS ENTERPRISE Integrazione nell’organizzazione 3. ITERATION OVER TIME Interazione nel tempo Social media management should be driven by the high-level strategy of the firm The role of social media is relative to the organization’s GOALS Social media management is a tool for various departments to use depending on the business challenge at hand Social media management cannot be practiced “in a silo” of an organization Companies engaging with social media must be prepared to spend a lot of time listening to their audience, interacting with them, and creating unique content to engage them It requires constant evaluation of how and when a social media strategy should be adjusted to align with the firm strategy to achieve its goals Social Media Management is a process and must be informed by rigorous monitoring and measurement THE EVOLVING APPROACH TO SOCIAL MEDIA TODAY GOAL-CENTRIC APPROACH BEFORE PLATFORM-DRIVEN APPROACH Key strategic question: “How do we acquire as many Facebook fans as possible?” > focus on quantitative acquires How? - Post engaging content - Buy targeted Facebook advertisement - Install “Become a Fan” button on the main website - Fan-gated applications > All social media efforts were directed toward attracting fans Mantra: the more fans the better - Doesn’t matter who your fans are or whether they might buy your product. - If you have a big amount of fans you are considered successful. Success is defined by the platform itself > platform-driven - For Facebook success means fans, likes and comments. - For Twitter, followers, retweets and favorites are the coins. For Youtube it is all about the view counts. Key strategic question: “We have fans, now what?” How? - Try to understand the value of fans - No more gaining fans for the sake of it - Measurement strategies for Return on Investment (ROI) > Organizations are becoming more goal centered in their approach seeking to tie their efforts on social media platform more directly to their business performance Mantra: use the social media to accomplish (raggiungere) the business goals The organization’s goals and corresponding success metrics should inform its social media strategy > Goal-Centric GOALS Benefits of setting GOALS Prioritize what’s important Better for measurement Hold you accountable > point to the specific steps and actions you’re taking Better for Resource Allocation > helps clarify where and how to invest resources Goals expressed in specific terms are objectives > sono obiettivi Goals and objectives should be organization- driven and can vary widely > posso variare GOALS as S.M.A.R.T. OBJECTIVES SPECIFIC MEASURABLE ATTAINABLE RELEVANT TIME-BASED S.M.A.R.T. OBJECTIVES (S) SPECIFIC (M) MEASURABLE (A) ATTAINABLE (R) RELEVANT (T) TIME-BASED Clear, simple and defined goals Every goal needs some kind of metric Brand awareness metrics Revenue (ricavi) metrics raggiungibile Large goals should be broken down into smaller goals resulting in satisfaction Make sure the goal will benefit the business > objectives must match the organization vision and mission Seta a due date to give a sense of urgency > goals should be limited in both scope and duration TYPES OF SOCIAL MEDIA BUSINESS VALUES BRAND Brand value means using social media to BUILD STAKEHOLDER RELATIONSHIPS REVENUE OPERATIONAL CULTURALGOALS ARE Increase awareness Inspire advocacy Discover insights familiarize customers with what makes your brand different encourage customers to recommend your brand to other within your network understand how customers perceive your product and services Revenue value means using social media to GENERATE INCOME GOALS ARE Create demand Increase sales Increase repeat purchasesgenerate leads for potential purchase convert leads into paying custumers drive additional spending from existing customers Operational value means using social media to SAVE MONEY AND TIME Lower costs Increase qualified applicants accomplish the same or more with less money accomplish the same or more in less time Cultural value means using social media to SUPPORT ORGANIZATIONAL DEVELOPMENT Increase productivity Improve employee engagement Lower retention rates drive employee satisfaction and likelihood to stay create opportunities for empowerment and impact find and recruit prospective employees with strong potential fit GOALS ARE GOALS ARE 2. WHAT ARE THE CHARACTERISTICS OF YOUR AUDIENCES? DEMOGRAPHICS - POPULATION DATA Organizations now have large datasets (big data) and are using quantitative tools to uncover and interpret data (analytics) to make better decisions Age, gender, race, education, income, occupation, language Age focus LOCATION INTERESTS INFLUENCE BEHAVIORS Where people live and go in real time With social media location not only refers to a person's place of residence, it can also refer to where audiences are located at a certain point in time What people like and have an affinity toward With social media people are explicit about what they like and don't like through their social media activity, based on the brands they follow and the content they like, comment on, and share Actions related to your product With Social Media you have hyper-targeted messaging to specific demographics With social media through behavioral tracking technology, firms can identify people who have shown interest in a product based on their browsing history Degree to which a person influences the decisions of others With social media finding and targeting influential people that can effectively convince others to try a product or service is a reality 3. WHY YOUR AUDIENCE USE SOCIAL MEDIA? IDENTITY BUILDING SOCIAL CONNECTION INFOTAINMENT People use social media to build and showcase their identities The “possible representations of the self in the future'’ (1968) > possible future selves represent specific, individually significant hopes, fears, and fantasies In social media people express who they are (current self ) and/or who they want to be (possible self). Develop content and experiences that enable people to express themselves and aspire to something they want to be or do People use social media to interact with others 2 social failures social media can overcome: Meet - the inability to meet new people Friend - the "inability to share private information or social support within the context of existing relationships Firms should identify solutions that enhance and facilitate social interactions between people and their networks People use social media for information and entertainment To compete successfully in the social media space, your firm should carefully consider creating infotainment content In social media we observe a shift toward infotainment. There are 2 trends: Increasing emphasis on video among many of the major social platforms Social platforms have become hubs for entertainment FOMO The fear of missing out (FOMO) is relevant in personal social media use and for businesses. Just because a platform exists does NOT mean you have to use it Being on a platform without a purpose is an easy trap for many organizations 1. TYPE WHAT TYPE of social platform is it?Combining both dimensions leads to a classification of Social Media visualized in the Table. Regarding self-presentation and self-disclosure, blogs usually score higher than collaborative projects, as the latter tend to be focused on specific content domains. Virtual social worlds require a higher level of self- disclosure than virtual game worlds, as the latter are ruled by strict guidelines that force users to behave in a certain way 2. AUDIENCE WHO USES the platform and why? You could also examine audience characteristics such as audience location, interests, and behaviors. Why people use a specific platform? You might analyze the demographics and usage of the audience base 3. CONTENT WHAT CONTENT do people create? both the content FORMATS and VARIETIES CONTENT FORMATS CONTENT VARIETIES How do people communicate via text only, or does the platform support multimedia content as well? Knowing the content formats and varieties will inform what content you create for the platform, if you choose to adopt it. Think about the different subjects of content people create and share on the platform. Is it pertaining to personal relationships, news or entertainment oriented, creative arts, or gaming? PLATFORM FIT TEST - P F T - Can we reach and engage out target audience on the platform? 1. AUDIENCE CONNECTION 2. BRAND ASSOCIATION 3. GOAL ALIGNMENT How does my brand align with the platform’s brand and its users’ behavior? How can we achieve this our goals trough this platform? Is the platform the right tool to address our primary and secondary audience? Is the platform the right tool to spread my brand identity, values, mission and vision? How can the platform’s content and way of engagement support the achievement of my objectives? All the platforms should coexist in a coherent brand portfolio and work together >>> to maximize the distribution of your social media initiatives. Three steps > bisogna chiedersi per ogni piattaforma queste tre domande Serves as the foundation of understanding whether a certain platform fits your business CONTENT CONTENT IS KING “Content is King” is an expression used in the online marketing industry It is based on the belief that content, especially text, is crucial to the success of a website. The future of the Internet is that of CONTENT MARKET > the success of a website depends largely on its high- quality content In part, this is due to the new habits of users who are increasingly turning to digital to read and search for information via search engines like Google Building blocks of SOCIAL CONTENT Successful content in social media is defined as: Platform-appropriate content designed for audience engagement and sharing It can take a number of different forms Textual content like status updates, tweets, and captions Visual content including but not limited to video, images, photos, and animated gifs It help you develop engaging and shareable content 2. VOICE 3. SHARE PROPOSITION 1. MESSAGE include why your audience benefits from sharing adapt and express your message consistent with your brand personality distill the key message to communicate 1. MESSAGE What exactly are you trying to communicate to your audience? > that is the meaning of your message Every social communication should have a MESSAGE: the key idea you want your audience to understand, feel, and act on The window to communicate in social media is very short The message can be as literal as an informational headline like the Mashable example as nuanced to include subtler calls to action like the Lowe's case STEPPS of a share proposition (S) SOCIAL CURRENCY (T) TRIGGERS (E) EMOTIONS (P) PUBLIC (P) PRACTICAL VALUE (S) STORIES Social currency is information that is shared by people as they go about their everyday lives We share things that make you us look good 1. Identify what’s remarkable about your brand 2. Utilize game mechanics 3. Make people feel like insiders Top of minds Consider the context and grow your message so that people are frequently triggered to think about the product Stimuli that prompt people to think of related things When we care we share Emotions can be an effective lever in sharing Any strong emotional pull — whether positive or negative — is twice as likely to be shared than content that provokes a weak emotional response The more public something is the more likely people will imitate it Product choice was immediately visible > if other people are doing something, it must be a good idea People like to pass along practical useful information People share practically valuable information to help others The key is to make your message so integral to the story that the story can’t be told without it SOCIAL CURRENCY There are six types of behavior that lead to social currency 1. AFFILIATION 2. CONVERSATION 3. UTILITY 4. ADVOCACY 5. INFORMATION 6. IDENTITY > create a community To gain the right audience, post industry-specific content that would only attract those that are interested in the same thing as you > encourage conversation When posting a new image, article, or video, ask your audience a question to answer in the comments afterwards > contribuite value Consistently post tips, tricks, and other valuable information for your audience to read > grow viewer loyalty If you want to use an influencer make sure his/her posting history appear sincere > provide useful information Share industry specific information within your niche Share relatable blog posts about your experience within the industry or helpful guides your audience would find useful > emphasize viewer similarities While your audience grows, consistently communicate how similar you all are > you most likely have similar passions and interests SOCIAL CONTENT SHOULD BE TAILORED TO THE PLATFORM Each platform has unique characteristics and audience expectations and thus requires a custom approach In tailoring your social content to each platform, you must consider those areas: 1. DATA DRIVEN APPROACH 2. CO-CREATION APPROACH 3. CURATED CONTENT This form of content development leverages audience, platform, and brand insights to develop new creative content data-driven content can also inform the development of original content in REAL TIME Co-creation is working with others to create content together Cut down on operational expenses Includes audience in the final product > can help inspire advocacy and strengthen loyalty to your brand Curated content is the practice of selecting, surfacing, and framing the content of others Curating can be a useful source of content, especially if you do not have a budget for original content or if you are just starting out in the social media space When your audiences distribute your message for you ADVANTAGES TRUST: people are more likely to trust recommendations from friends than formal brand communications. FREE: When a brand posts on its Instagram feed and its followers like or repost the photo,  the network effect begins (followers are spreading message without you having to pay for exposure). LIMITATIONS TIMING: If your content does not evoke the desired response at the outset, it may never LITTLE CONTROL: difficult to plan for social media marketing 2. SHARED MEDIA Where does it come from? CUSTOMERS: Users of Spotify can share the songs they're listening to with friends (distribution drivers for service) EMPLOYEES: Customers trust everyday employees more than a CEO THE MEDIA: Critical role in generating visibility and attention for certain social media content and initiatives. ADVANTAGES LIMITATIONS 3. SPONSORED MEDIA Sponsored media is the distribution of your message through paid advertising products and services 1. ACQUISITION ADVERTISING > ads that help brands increase the following on third-party social platforms Followers can be helpful in growing the scale of audience and acquiring specific targets, which can then receive message organically through brand page/feed Acquiring fans does not necessarily mean they will always see what you post 2. AMPLIFICATION ADVERTISING > advertising products that social networks offer (sponsored posts, promoted tweets…) ADVANTAGES LIMITATIONS Brands can pay for their intended target audiences to see their message Seen as fake or “too sponsored” (less credibility) 3. NATIVE ADVERTISING > It is sponsored content: presenting advertising as content. (Immagini che non sembrano spons.) ADVANTAGES LIMITATIONS Blurred line between editorial and advertising (critics) Appears in users' "feeds" alongside content from family and friends, can be immune to new ad blocking technology Influencer media is the distribution of your message through a well-known person ADVANTAGES Someone other than the brand is communicating the message but at a scale that is likely greater than what the brand can achieve through shared media alone More credible and actionable than if the brand communicated their message themselves LIMITATIONS Not everybody is up front with his fans about any brand partnership, and this led to critics. Transparency has become critical for brand and business Some influencers asks for a huge amount of money for his/her sponsored post 4. INFLUENCER MEDIA It is a paid media asset, in which brands pay social media celebrities to create content that promotes their messaging and distribute it to their social media following 1. LAUNCH PHASE The authenticity and credibility of the launch can spell the difference between a successful campaign and one that falls flat ORGANIC LAUNCH SHARED LAUNCH SPONSORED LAUNCH INFLUENCER LAUNCH Sometimes the best (and only) launch possibility is your brand presence The shared media approach only works if the content is inherently social Brands lead with the sponsored media first, just as they would buy advertising space on another medium Initiate messaging through an influencer Follow-up tactics to intensify the campaign on a consistent basis are also important NEW CONTENT To keep a campaign fresh, introduce new content. Although it should be from the same theme, it should be a different creative execution 2. EXPANSION PHASE ORIGINAL CAMPAIGN ADDITIONAL ASSETS COMPLEMENTARY PLATFORMS INCENTIVES FOR PARTICIPATION MEDIA COVERAGE Capitalize on ancillary organic, shared, sponsored, or influencer assets that may not have been used in the campaign thus far. If appropriate to your long-term strategy, launch the campaign on other complementary social platforms Add incentives to encourage participation. This can include contests, giveaways, or a simple recognition and amplification of user-generated content people contribute Pitch public relations contacts from traditional and digital media outlets to cover your campaign. In the final phase of iteration, you should have enough quantitative and qualitative data to make decisions on what to do with the campaign MAINTAIN 3. ITERATION PHASE Asking the following questions will inform how you might iterate on your campaign: REACH: How the campaign reached the target audience? SENTIMENT: How is the target audience responding to the campaign? Positively or negatively? ADJUST STRATEGY ADD NEW RESOURCES INTRODUCE A NEW CREATIVE EXECUTION CONCLUDE If you are achieving reach, engagement, and sentiment at the levels you expected, continue the campaign as is If you have not met expectations on any of these metrics, adjusting your platform, asset, and content mix will be necessary It may be that a certain asset type is performing better than you expected, but it could benefit from additional support. The campaign may be so successful that a derivative of the same creative theme will be warranted and appreciated by the audience If all performance metrics are not meeting your expectations, it would be better to cut your losses and move on, applying the lessons to your next campaign BRAND “A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition” Distinction from competitors Service WHAT CAN BE BRANDED? Customer’s recognizability Choose distinctive brand element: Name, packaging and design People Location Ideas BRAND’S FUNCTION Cultural Social Financial BRAND COMMUNITY “A brand community is a specialized, non-geographically bound community, based on a structured set of social relationship among admirers of a brand" Interaction FEATURES OF BRAND COMMUNITY Active participation Identity exchange of experience establishment of a community distinguish the member of group ORIGINS OF BRAND COMMUNITY ONLINE SETTING OFFLINE SETTING - Face-to-face context - Specific physical place - Web - Mobile technologies - Social media BRAND COMMUNITY ONLINE “Specialized, non-geographical bound community, based on a structured set of social relationships among admirers of a brand where the local and the mass converge” OVERCOME GEOGRAPHICAL LIMITS EMBODY THE OBJECT OF ATTENTION SAME PRINCIPLES, BEHAVIORS AND PURPOSES NEGOTIATE THE MEANING HIGH LEVEL OF ATTACHMENT More and more companies have been increasing the use of web- enhanced tools to communicate and maintain relationships with their customers 1.Additional channel of communication 2.Facilitate the establishments of bonds 3.Tools for brand awareness and image OFFLINE VS ONLINE BRAND COMMUNITY 1. MODE OF INTERACTION 2. GEOGRAPHY AND TIME 3. THE COST TO COMMUNITY MEMBER 4. INVOLVEMENT 1. BRAND ORIENTATION TYPES AND DIMENSION OF BRAND COMMUNITY 2. INTERNET USE 3. FUNDING 4. GOVERNANCE STAND DIMENSION TYPES 1. OPEN 3. RESTRICTED 2. DISCERNING BRAND COMMUNITY - A group may concentrate on the brand itself and the relative consumption experience CONSUMPTION COMMUNITY - Members may focus on the action done with the brand. They do not pay attention to the creation of relationship, rather they have an interest in the consumption activity In the present day, many brand fan base groups frequently come into existence in the online environment, and they become physical only if they see that this conversion may provide the members and the brand with additional value Company-initiated Consumer-initiated Easy access to the group Brand inclusion Marginal participation of the company Rules for entry Severe condition for entry Limited membership THE COMMUNITY Active participation Specific vision of the world > new meaning creation FANBASE Admiration and emotional attachment Highest level of experience with the product > High skilled elite MEMBERS’ CATEGORIES MINGLERS TOURISTS DEVOTEES INSIDERS Get information LEARNER PRAGMATIST OPINION LEADER ACTIVIST (CRITICAL) EVANGELIST (ADVOCATE) Low interest From low to high social interactions Evade the boredom, loneliness and uncertainty Information-searcher maximizer Strong ties Brand expert Shareknowledge Close links Influencer MEMBERS’ ROLE Possession perception Identify with the company Greater loyalty Voice issues Failure intolerance Improve the brand Emotional attachment Engagement, loyalty and enthusiams Real brand advocate DISADVANTAGES OF BRAND COMMUNITY Customers with too much power • Brand image and message influenced • Production stoppage Community’s goal beyond the company’s original intention • Creation of new rules • Independent and inconsistent universe Outward expansion of social identity • Possible decline of real brand equity Consumers are more cautious • Negative WOM increase • Anti-brand platforms Channel communication consistency is challenged • Especially with hybrid community High resource usage • Money • Management skills Individuals’ anonymity • Threat to moral responsibility Virtual misunderstanding • Large variety of culture Engagement challenge • Heterogeneous congregation of individuals INSIDE THE TARGET’S HEAD A CUSTOMER JOURNEY • Ads • Landing Pages • Website • Videos (Explainer or Product Demo) • Infographics • Handy Checklists • Blog Posts (How Tos or Guides) • Whitepapers / E- books • Case Studies • Webinars • Ratings & Reviews • Questionnaires • Self-Assessments • E-mails • Surveys • Special Offers • Contests & Giveaways • E-mails • Social Media • Blog Posts Whitepapers / E-books ADV KPIs Leads & conversions from paid advertising Cost per acquisition (CPA) Cost per conversion (CPC / not Cost per Click!) Click-through rate on PPC advertising ROAS - Return on ADV Spent MEASURING BRAND VALUE SENTIMENT 1. Goal: INCREASE AWARENESS METRICS VOLUME what people say about your brand, products, services,… positive, negative, or neutral identify key trends, pain points, or causes for celebration to place sentiment into context, also quantify how many people share the same sentiment, relative to your overall audience. 2. Goal: DISCOVER INSIGHTS 3. Goal: INSPIRE ADVOCACY METHODS to search all publicly available conversations and filter according to specific keywords related to your brand SOCIAL MEDIA LISTENING TOOLS METRICS METRICS REFERRALS the people who recommend your brand to others. METHODS TRACK RECOMMENDERS THROUGH SOCIAL LISTENING TOOLS TRACK PEOPLE WHO CREATE CONTENT ON BEHALF OF YOUR BRAND ALSO THROUGH SOCIAL LISTENING TOOLS SURVEYS who and how many people are giving your brand positive reviews ask people directly whether they would recommend the brand to their friends find those who are actively promoting your brand METHODS ENGAGEMENT REACH any action a person takes on the content you post from your social media accounts (likes, viewing, commenting, …) the number of people who see your content important: focus on actual reach (people who actually saw the content) SOCIAL PLATFORM ANALYTICS SOCIAL LISTENING TOOLSsource of engagement and reach numbers shared media and the number of people talking about your brand (engagement) number of people who see their posts or tweets (reach) MEASURING REVENUE VALUE 1. Goal: ACQUISITION METRICS METHODS LEADS Customers that have expressed interest in your product or services. CRM TECHNOLOGY To pull in leads from a variety of platforms and channels to a central database Different forms: connecting with social media platforms; visiting your website; tweeting about your brand; signing up for an email list. 2. Goal: SALES METRICS METHODS CONVERSIONS The percentage of the leads generated in social media, that converted into direct sales revenue CRM TOOLS To track leads throughout the sales cycle and then to see who actually bought something 3. Goal: LOYALTY METRICS METHODS REPEAT PURCHASE Track the number of customers acquired and converted via social media that buy products and services CRM TECHNOLOGY Like your other revenue goals, the CRM database can be a helpful resource in monitoring repeat purchases among customers MEASURING OPERATIONAL VALUE 1. Goal: SAVE MONEY METRICS METHODS OPERATIONAL COST The amount of cost savings as a result of social media use BENCHMARK Benchmark the typical  amount of money your  organization spends to complete a task. Then introduce social media into the process to determine the impact on costs 2. Goal: SAVE TIME METRICS METHODS PRODUCTIVITY The ratio of outputs to inputs BENCHMARK Benchmark the typical amount of time your organization takes to complete a task. Then introduce social media into the process to determine the impact on productivity