SMM là gì: Social Media Marketing

1. SMM là gì: Social Media Marketing:

Tiếp thị mạng xã hội SMM hiện là xu thế tất yếu giống như SEO cách đây 2 năm, ai đi trước người đó sẽ chiến thắng, ai đi sau sẽ là chậm chân. hãy xem slide sau để hiểu Social Media Marketing là gì?

Trong Marketing hiện đại, các Marketer không còn nắm thế chủ động trong việc truyền tải thông tin đến khách hàng nữa, mà chính khách hàng mới là người chủ động trong việc tiếp nhận thông tin, việc tiếp nhận này dựa trên:
- Sự liên quan của thông tin đến Tôi (khách hàng)
- Người truyền tải thông tin là ai (Marketer hay bạn bè)
Điều này khiến cho việc xác định nhóm khách hàng và thiết lập mối quan hệ với họ trở nên quan trọng hơn bao giờ hết. Đây cũng là một trong
những lý do mà các mạng Xã Hội có tốc độ phát triển khủng khiếp hơn bao giờ hết, một số thông tin Marketer nên biết:
Vậy Social Media là gì?
Về bản chất SMM là các thể loại online media, nơi mà mọi người có thể nói chuyện, tham gia, chia sẽ, liên kết…. Điểm chung của các SMM là đều
có hệ thống discussion, feedback, comment, vote. Theo các phương tiện truyền thông bình thường thì chúng ta có không quá hai cách để có thể
giao tiếp với nhau (các điện thoại giờ đây đã có thể vừa nghe vừa thấy nhau) nhưng với SMM thì chúng ta có khá nhiều cách giao tiếp với nhau
cùng một lúc.
Các loại hình SMM
Có thể chúng ta đã biết rất nhiều site trong thế loại này nhưng thường thì nghĩ chúng chung chung với nhau, sau đây Nova Ads xin chia ra thành
các thể loại như sau:
Social News: Digg, Sphinn, Newsvine chúng ta có thể đọc tin từ các topic sau đó có thể vote hoặc comment
Social Sharing: Flickr, Snapfish, YouTube chúng ta có thể tạo, chia sẽ các hình ảnh, video cho tất cả mọi người
Social Networks: Facebook, LinkedIn, MySpace, và Twitter là những đại diện rõ ràng nhất cho loại hình này cho phép bạn bè có thể tìm thấy và chia sẽ với nhau.
Social Bookmarking: Delicious, Faves, StumbleUpon, BlogMarks và Diigo là nơi chúng ta có thể chia sẽ hoặc bookmark các site quan tâm.
Hiện tại các loại hình trên là phổ biến nhất hiện nay nếu có thiếu sót loại hình nào mong được các bạn bổ sung.
Các lợi ích từ Social Media
Vậy rốt cuộc các SMM này mang lại lợi ích gì cho chúng ta? Có phải chỉ để thỏa mãn các yêu cầu cơ bản khi online? Nói đến đây chắc trong đầu mỗi chúng ta đều đã có câu trả lời riêng cho mình nên Nova Ads sẽ đưa ra các câu hỏi để bạn có thể thấy rõ các lợi ích hơn.
Bạn có biết cứ trong 10 website có tốc độ phát triển nhanh nhất thì trong đó có 5 website được người dùng tương tác nhiều nhất qua content? (số liệu được Nova Ads tổng hợp qua Google Analytics) Vậy bạn nghĩ sao nếu các nội dung này được tương tác trên các SMM nhiều hơn?
Bạn có biết 67% các nhà kinh doanh cho biết rằng các lời khuyên, phản hồi trên các sản phẩm, dịch vụ đến từ khách hàng? (số liệu được Nova tổng hợp từ Google) Sản phẩm, dịch vụ này nếu được tương tác với SMM thì con số % còn tăng bao nhiêu nữa?
Bạn có biết 45% người dùng Internet thương xuyên tạo các content online (viết blog, chia sẽ comment…)? (số liệu được Nova Ads tổng hợp từ Google)
Bạn có biết có hơn 1.2 tỉ bài viết trên các blog mỗi ngày? (có tổng hợp từ số liệu của wordpress)
Với những câu hỏi trên cũng gần như là câu trả lời thì chúng ta thấy nếu tương tác tốt với SMM thì sẽ như thế nào? Hiện tại ở Việt Nam các công ty cũng đã bắt đầu chú ý tới SMM(có nhưng chưa nhiều) dể thấy nhất là thông qua facebook - số lượng Ads của các công ty, doanh nghiệp đang ngày một tăng, số lượng các bạn trẻ tận dụng kênh này để buôn bán rất nhiều. Điều mà chúng ta cần chú ý đến SMM đầu tiên đó là chi phí rất rẻ có biết tận dụng thì có khi chi phí chỉ gần bằng 0.
Bây giờ chúng ta có một sự hiểu biết cơ bản về SMM và lợi ích của nó, bước tiếp theo là để tìm hiểu thêm về cách xây dựng chiến lược truyền thông xã hội của riêng bạn. Trong phần 2 chúng ta sẽ được biết rõ hơn!

2.Social media marketing

Social media marketing refers to the process of gaining website traffic or attention through social media sites.^[1]^[2]
Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.^{[citation needed]} Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.^{[citation needed]}
Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.

Social media outlets/platforms

Social networking websites and blogs

Social networking websites allow individuals to interact with one another and build relationships. When products or companies join those sites, people can interact with the product or company. That interaction feels personal to users because of their previous experiences with social networking site interactions.^{[citation needed]}
Social networking sites and blogs allow individual followers to “retweet” or “repost” comments made by the product being promoted. By repeating the message, all of the users connections are able to see the message, therefore reaching more people. Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company.^{[citation needed]}
Through social networking sites, products/companies can have conversations and interactions with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.^{[citation needed]}
Social networking sites also include a vast amount of information about what products and services prospective clients might be interested in. Through the use of new Semantic Analysis technologies, marketers can detect buying signals, such as content shared by people and questions posted online. Understanding of buying signals can help sales people target relevant prospects and marketers run micro-targeted campaigns.

Cell phones

Cell phone usage has also become beneficial for social media marketing. Today, many cell phones have social networking capabilities: individuals are notified of any happenings on social networking sites through their cell phones, in real-time. This constant connection to social networking sites means products and companies can constantly remind and update followers about their capabilities, uses, importance, etc. Because cell phones are connected to social networking sites, advertisements are always in sight. Also many companies are now putting QR codes along with products for individuals to access the company website or online services with their smart-phones.

Engagement

In the context of the social web, engagement means that customers and stakeholders are participants rather than viewers. Social media in business allows anyone and everyone to express and share an opinion or an idea somewhere along the business’s path to market. Each participating customer becomes part of the marketing department, as other customers read their comments or reviews. The engagement process is then fundamental to successful social media marketing.^[3]

Campaigns

Betty White

Social networking sites can have a large impact on the outcome of events. In 2010, a Facebook campaign surfaced in the form of a petition. Users virtually signed a petition asking NBC Universal to have actress Betty White host Saturday Night Live.^[4]^[5] Once signed, users forwarded the petition to all of their followers. The petition went viral and on May 8, 2010, Betty White hosted SNL.

2008 presidential election

The 2008 presidential campaign had a huge presence on social networking sites. Barack Obama, a Democratic candidate for US President, used Twitter and Facebook to differentiate his campaign. His social networking site profile pages were constantly being updated and interacting with followers. The use of social networking sites gave Barack Obama’s campaign access to e-mail addresses, as posted on social networking site profile pages. This allowed the Democratic Party to launch e-mail campaigns asking for votes and campaign donations.

Local businesses

Small businesses also use social networking sites as a promotional technique. Businesses can follow individuals social networking site uses in the local area and advertise specials and deals. These can be exclusive and in the form of “get a free drink with a copy of this tweet”. This type of message encourages other locals to follow the business on the sites in order to obtain the promotional deal. In the process, the business is getting seen and promoting itself (brand visibility).

Kony 2012

A short film released on March 5, 2012, by humanitarian group Invisible Children, Inc. This 29 minute video aimed at making Joseph Kony, an International Criminal Court fugitive, famous worldwide in order to have support for his arrest by December 2012; the time when the campaign ends.^[6] The video went viral within the first six days after its launch, reaching 100 million views on both Youtube and Vimeo.^[7] According to research done by Visible Measures, the Kony 2012 short film became the fastest growing video campaign, and most viral video, to reach 100 million views in 6 days followed by Susan Boyle performance on Britain’s Got Talent that reached 70 million views in 6 days.^[8]^[9]

Tactics

Twitter

Twitter allows companies to promote their products on an individual level. The use of a product can be explained in short messages that followers are more likely to read. These messages appear on followers’ home pages. Messages can link to the product’s website, Facebook profile, photos, videos, etc. This link provides followers the opportunity to spend more time interacting with the product online. This interaction can create a loyal connection between product and individual and can also lead to larger advertising opportunities. Twitter promotes a product in real-time and brings customers in.

Facebook

Facebook profiles are far more detailed than Twitter accounts. They allow a product to provide videos, photos, and longer descriptions. Videos can show when a product can be used as well as how to use it. These also can include testimonials as other followers can comment on the product pages for others to see. Facebook can link back to the product’s Twitter page as well as send out event reminders. Facebook promotes a product in real-time and brings customers in.
As marketers see more value in social media marketing, advertisers continue to increase sequential ad spend in social by 25%. Strategies to extend the reach with Sponsored Stories and acquire new fans with Facebook ads contribute to an uptick in spending across the site. The study attributes 84% of "engagement" or clicks to Likes that link back to Facebook advertising. Today, brands increase fan counts on average of 9% monthly, increasing their fan base by two-times the amount annually.^[10]

Foursquare

Foursquare is a location based social networking website, where users can check into locations via their smartphones. Foursquare allows businesses to create a page or create a new/claim an existing venue.^[11] A good marketing strategy for businesses to increase footfall or retain loyal customers includes offering incentives such as discounts or free food/beverages for people checking into their location or special privileges for the mayor of that location.^[12]

Instagram

Instagram is a free photo-sharing program and social network that was launched in October 2010. The service enables users to take a photo, apply a digital filter to it, and then share it with other Instagram users they are connected to on the social network as well as on a variety of social networking services.^[13] As of September 2012, Instagram had 100 million registered users.^[14]

Blogs

Everyday there are more reasons for companies to use blogging platforms for their social media repertoire. Platforms like LinkedIn creates an environment for companies and clients to connect online.^[15] Companies that recognize the need for information, originality, and accessibility employ blogs to make their products popular and unique, and ultimately reach out to consumers who are privy to social media.^[16]
Blogs allow a product or company to provide longer descriptions of products or services. The longer description can include reasoning and uses. It can also include testimonials and can link to and from Facebook, Twitter and many social network and blog pages. Blogs can be updated frequently and are promotional techniques for keeping customers. Other promotional uses are acquiring followers and subscribers and direct them to your social network pages.
In a similar fashion, online communities benefit businesses because the online communities enable the businesses to reach the clients of other businesses using the platform. These online environments can be accessed by virtually anyone; therefore consumers are invited to be a part of the creative process. To allow firms to measure their standing in the corporate world, Glassdoor is a site where employees can place evaluations of their companies.^[15]
Some businesses opt out of integrating social media platforms into their traditional marketing regimen because their employees dislike such isolated online environments. There are also specific corporate standards that apply when interacting online.^[15] Other corporations fear that the general public have too much power over how their marketing is perceived, due to the accessibility of Internet-retrieved information. To ensure having the advantage in a business-consumer relationship, businesses have to be aware of four key assets that consumers maintain: information, involvement, community, and control.^[17]

LinkedIn, being a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others.^[18] Through the use of widgets, members can promote their various social networking activities, such as Twitter stream or blog entries of their product pages, onto their LinkedIn profile page.^[19] LinkedIn provides its members the opportunity to generate sales leads and business partners.^[20] Members can use “Company Pages” similar to Facebook pages to create an area that will allow business owners to promote their products or services and be able to interact with their customers.^[21]^[22]

Yelp

Yelp consists of a comprehensive online index of business profiles. Businesses are searchable by location, similar to Yellow Pages. The website is operational in seven different countries, including the United States and Canada. Business account holders are allowed to create, share, and edit business profiles. They may post information such as the business location, contact information, pictures, and service information. The website further allows individuals to write, post reviews about businesses and rate them on a five-point scale. Messaging and talk features are further made available for general members of the website, serving to guide thoughts and opinions.^[23]

YouTube

YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The type of language used in the commercials and the ideas used to promote the product reflect the audience's style and taste.
Also, the ads on this platform are usually in sync with the content of the video requested, this is another advantage YouTube brings for advertisers. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also possible on YouTube, “for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos.^[24]”Youtube also enable publishers to earn money through Youtube Partner Program.Youtube is also known for its viral nature that eventually allow marketers to promote their product for free.

Marketing techniques

Targeting, COBRAs, and eWOM

Social media marketing involves the use of social networks, COBRAs and eWOM to successfully advertise online. Social networks such as Facebook and Twitter provide advertisers with information about the likes and dislikes of their consumers.^[24] This technique is crucial, as it provides the businesses with a “target audience”.^[24] With social networks, information relevant to the user’s likes is available to businesses; who then advertise accordingly.
Consumer’s online brand related activities (COBRAs) is another method used by advertisers to promote their products. Activities such as uploading a picture of your “new Converse sneakers to Facebook ^[25]” is an example of a COBRA.^[25] Another technique for social media marketing is electronic word of mouth (eWOM).^[25] Electronic recommendations and appraisals are a convenient manner to have a product promoted via “consumer-to-consumer interactions ^[25]”.^[25] An example of eWOM would be an online hotel review;^[26] the hotel company can have two possible outcomes based on their service. A good service would result in a positive review which gets the hotel free advertisement via social media, however a poor service will result in a negative consumer review which can potentially ruin the company's reputation.

Social media marketing tools

Besides research tools, various companies provide specialized platforms and tools for social media marketing:^[27]

Implications on traditional advertising

Minimizing use

Traditional advertising techniques include print and television advertising. The Internet had already overtaken television as the largest advertising market.^{[citation needed]} Websites often include banner or pop-up ads. Social networking sites don’t always have ads. In exchange, products have entire pages and are able to interact with users. Television commercials often end with a spokesperson asking viewers to check out the product website for more information. Print ads are also starting to include QR Codes on them. These QR codes can be scanned by cell phones and computers, sending viewers to the product website. Advertising is beginning to move viewers from the traditional outlets to the electronic ones.

Leaks

Internet and social networking leaks are one of the issues facing traditional advertising. Video and print ads are often leaked to the world via the Internet earlier than they are scheduled to premiere. Social networking sites allow those leaks to go viral, and be seen by many users more quickly. Time difference is also a problem facing traditional advertisers. When social events occur and are broadcast on television, there is often a time delay between airings on the east coast and west coast of the United States. Social networking sites have become a hub of comment and interaction concerning the event. This allows individuals watching the event on the west coast (time-delayed) to know the outcome before it airs. The 2011 Grammy Awards highlighted this problem. Viewers on the west coast learned who won different awards based on comments made on social networking sites by individuals watching live on the east coast.^[28] Since viewers knew who won already, many tuned out and ratings were lower. All the advertisement and promotion put into the event was lost because viewers didn’t have a reason to watch.

Social media marketing mishaps

Social media marketing provides organizations with a way to connect with their customers. However, organizations must protect their information as well as closely watch comments and concerns on the social media they use. A flash poll done on 1225 IT executives from 33 countries revealed that social media mishaps caused organizations a combined $4.3 million in damages in 2010.^[29] The top three social media incidents an organization faced during the previous year included employees sharing too much information in public forums, loss or exposure of confidential information, and increased exposure to litigation.^[29] Due to the viral nature of the internet, a mistake by a single employee has in some cases shown to result in devastating consequences for organizations.
An example of a social media mishap includes designer Kenneth Cole's Twitter mishap in 2011. When Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at [Kenneth Cole's website]".^[30] This reference to the 2011 Egyptian Revolution drew objection from the public; it was widely objected to on the Internet.^[30] Kenneth Cole realized his mistake shortly after and responded with a statement apologizing for the tweet.^[31]
Numerous additional online marketing mishap examples exist. Examples include a YouTube video of a Domino's Pizza employee doing unspeakable things to pizza ingredients, which went viral on the internet.^[29] A Twitter hashtag posted by McDonald's in 2012 attracting attention due to numerous complaints and negative events customers experienced at the chain store; and a 2011 tweet posted by a Chrysler Group employee that no one in Detroit knows how to drive.^[32] When the Link REIT opened a Facebook page to recommend old-style restaurants, the page was flooded by furious comments criticising the REIT for having forced a lot of restaurants and stores to shut down; it had to terminate its campaign early amid further deterioration of its corporate image.^[33]

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Thứ Ba, 5 tháng 2, 2013