Social Networking for Promoting YOU as a Brand (FT Press Delivers Elements)
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Brands want to see ROI in their social media marketing efforts, and one of the core ways for them to associate revenue and profitability directly to social marketing is through running a social media promotion. Dell Outlet is one of the key success stories regarding the use of social media promotion. They have a Twitter account dedicated to selling discounted merchandise and have seen success in their approach. These questions kick-started our roundtable discussion: How can a brand take advantage of online engagement with consumers to drive social media promotion?
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What are the rules of engagement and best practices? Would you like to join the discussion?
How we use it We use Twitter to connect with academic researchers, students, authors, and others around the world and share: Get great insights by email! For example, if running three insertions in a local magazine, increase that to six insertions so that the audience would be exposed to the ad more often. Who Attends Social Media Institute. One of the ways we support this is by actively engaging with social media across a range of platforms and channels.
Let us know what you think in the comments below! How Much Is Too Much? An outdoor products retailer sends out email marketing newsletters every day or two. While people are more forgiving of promotional emails around the holiday season they are looking for deals , how long will it take the average consumer to disengage and unsubscribe?
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If this retailer were doing the same thing on social channels, how much less tolerant would a consumer be of this barrage of deals? Brand exclusivity often drives how contacts perceive a promotion. If a retailer provides discount offers too often, consumers may just wait for deals before purchasing rather than looking for an every-day value retailer.
Brands that provide only promotions through their social channels will miss the opportunity to learn more about their customers, engage them further, and develop those customers into brand advocates.
Roundtable Series: Social Media Promotion
Social channels may be the lead to a consumer opt-in for social media promotions, but it may also make sense to deliver those promotions on different channels. Savvy marketers will consider delivering promotions on multiple channels and let the consumer dictate their preferences and the rules of engagement. Multiple promotions may or may not be noticed and may or may not come off as annoying to followers.
The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives. Choosing which media or type of advertising to use can be challenging for small firms with limited budgets and know-how. Large-market television and newspapers are often too expensive for a company that services only a small area although local newspapers can be used.
Media planning
Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm, although some national publications offer regional or city editions. Since the advent of social media, small firms with limited budgets may benefit from using social media advertising as it is cost effective, easy to manage, accurate and offers great ROI.
Social Media, Brand Awareness, Brand Management,. Marketing Mix . We are aware of what took place in the parts of Arab world where revolution is .. it possible for companies such as Financial Times and ABC News to create dynamic . processes for creating, communicating, and delivering value to customers and for. KEYWORDS: marketing public relations, social media, promotion, consumer 56% of Financial Times and Stock Exchange (FTSE) companies now run in creating word-of-mouth communication and a buzz about the brand. You somehow know your friends, and you trust them—you may not know.
The fundamental purpose of a media plan is to determine the best way to convey a message to the target audience. A media plan sets out a systematic process that synchronizes all contributing elements in order to achieve this specific goal. The media plan is broken down into four stages; market analysis , establishment of media objectives, media strategy development and implementation, and evaluation and follow-up. Similarities can be made to other marketing concepts such as the consumer decision-making process with comparisons such as, increasing brand awareness , improving brand image , and the maximization of customer satisfaction.
The first phase of any media plan is the initial market analysis, which consists of a situation analysis and the marketing strategy plan. These form the basis of information which the rest of the media plan is reliant on. For example, undertaking an internal and external review or competitive strategy evaluation.
The marketing strategy plan should establish specific objectives and goals that will solve the marketing problems that developed. Once the market analysis is complete the improved knowledge gained should indicate a proffered target market.
Enabling the marketers to understand where the prime advertising space would be to gain sufficient exposure, what factors effect that certain demographic, and how to promote to the audience effectively. The second phase in the media plan is the establishment of media objectives. Just as the marketing analysis lead to specific marketing objectives, this phase will result in explicit media objectives; such as creating a positive brand image through stimulating creativity.
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These objectives should be limited to those that can only be obtained through media strategies. Media strategy development and implementation is the third phase and is the point in the process that is directly influenced by the actions from previously determined objectives. The final phase in the media plan is to evaluate the effectiveness of the plan and determine what follow-up is required.
It is important to assess whether each individual marketing and media objective was met, as if they were successful it will be beneficial to use a similar model in future plans. Reach and frequency are important aspects of an advertising plan and are used to analyze alternative advertising schedules to determine which produce the best results relative to the media plan's objectives.
Generally speaking, you will use reach when you are looking to increase your consumer base by getting more people buying your product and you will privilege frequency when you need to narrow down your communication to a more specific audience but need to increase the number of times they could be exposed to your message in order to generate a change in behavior. Calculate reach and frequency and then compare the two on the basis of how many people will be reached with each schedule and the number of times the ad will connect with the average person.
Let's say the ad appeared in each of four television programs A, B, C, D , and each program has a 20 rating, resulting in a total of 80 gross rating points. It's possible that some viewers will see more than one announcement—some viewers of program A might also see program B, C, or D, or any combination of them.
For example, in a population of TV homes, a total of 40 are exposed to one or more TV programs. The reach of the four programs combined is therefore 40 percent 40 homes reached divided by the TV-home population. Researchers have charted the reach achieved with different media schedules. These tabulations are put into formulas from which the level of delivery reach for any given schedule can be estimated. A reach curve is the technical term describing how reach changes with increasing use of a medium. Now assume the same schedule of one commercial in each of four TV programs A, B, C, D to determine reach versus frequency.
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In our example, 17 homes viewed only one program, 11 homes viewed two programs, seven viewed three programs, and five homes viewed all four programs. If we add the number of programs each home viewed, the 40 homes in total viewed the equivalent of 80 programs and therefore were exposed to the equivalent of 80 commercials. By dividing 80 by 40, we establish that any one home was exposed to an average of two commercials. To increase reach, include additional media in the plan or expand the timing of the message. For example, if purchasing "drive time" on the radio, some daytime and evening spots will increase the audience.
To increase frequency, add spots or insertions to the schedule. For example, if running three insertions in a local magazine, increase that to six insertions so that the audience would be exposed to the ad more often. Gross rating points GRPs are used to estimate broadcast reach and frequency from tabulations and formulas.
Once the schedule delivery has been determined from reach curves, obtain the average frequency by dividing the GRPs by the reach. For example, GRPs divided by an 80 percent reach equals a 2. In media planning, reach is one of the most important factors, as the whole media planning is all about reach. And of course, higher exposure means high chances of new customers.
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They Choose their target market on the assumption that they already know who their customers would be Ossi, Even though, choosing a target market for reach in media planning could be a very successful way to get to the potential customers of the brand, but this method leaves out potential customers outside of the target market; Customers the brand thought were not important to reach to Ossi, Smart businesses also reach outside of their targeted market in order to know other segments that could be targeted Ossi,