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Marketing Plan Criteria

Hello classes,

Please be sure to check Victoria's annoucement on Blackboard about the Marketing Plan! It should have all the information you need.

#GLE 380

Key Terms for Chapter 15

Last ones for the semester!

Average Response Time – assesses response time to user comments on the company’s social media properties.

Brand community - a vibrant discussion board, with a sizable number of avid participants who select topics and drive the conversations.

Brand health – a collective measure of a company’s social media presence from many different sources.

Budget – a prioritized approach to social media spending.

C-Suite - is a term widely used for a corporation’s top executives, who have titles that often start with the letter C, for chief, such as in chief executive officer, chief information officer, chief financial officer, and chief operating officer.

Company Posts – measure how often the company posts on each social media platform.

Eight C’s of Strategy Development – guidelines for constructing social media marketing strategies for a particular organization.

Evaluation - is the process of interpreting data once it has been measured with the intention to derive insights and understanding from it.

EzineArticles - is one of the top article directories on the social Web.

Facebook - is the most popular social network, with more than 750 million users.

Feedback – shows the number of comments, likes, or replies to company-generated content.

Flickr – is the most popular photo sharing service, with over 90 million unique monthly visitors.

Foursquare - is the most popular location-based network (social location service), providing the ability for people to share their location with friends and to win prizes for visiting businesses and checking in.

LinkedIn – is the dominant B2B social network, making it ideal for a company to connect with suppliers in order to improve provider relationships.

Personas – a simplification of the target audience into groups for approach and understanding.

Proxy ROI - is an estimate of the long-term impact of social media marketing investments on customer response.

Reach - is the percentage of people in a target market who are exposed to an advertising schedule at least once.

Return on investment (ROI) – is calculated by subtracting expenses from sales, and then dividing the result by the expenses.

S-O Strategy – follow social media platform opportunities that match the organization’s strengths on the social web.

S-T Strategy - identify ways the organization can use its platform strengths to reduce its vulnerability to external threats from competitors or new technologies on the social web.

Sentiment Analysis - shows the number of positive, neutral, or negative mentions on each social media platform where the company has a sizable presence.

Social Media Marketing Planning Cycle – an eight-step model for developing a social media marketing plan through a continuous process of listening, setting goals, defining strategies, identifying the target audience, selecting tools, implementing, monitoring, and tuning.

Social Media SWOT Analysis - identifies a company’s strengths and weaknesses on social media platforms as well as the opportunities and threats on the social web.

Title page – located at the beginning of the plan it should begin with a descriptive name for the document, followed by the company name, address, contact information, and the authors who prepared it.

Tuning - is the constant and continuous process of adjusting and improving the elements of the plan to maximize the chances of success.

Twitter - is currently the fourth most popular social media platform, with over 200 million unique monthly visitors.

Velocity – the speed at which these brand mentions are changing, for better or worse, can provide clues about the future of brand health.

Visibility – the number of people aware of the brand, who they are, and what they are saying about it.

Volatility – a measure of variance in brand sentiment which can expose rapid changes caused by ill-advised changes in product quality, licensing terms, customer support policies, and so on.

Volume – the amount of positive, neutral and negative brand mentions used in assessing brand health.

W-O Strategy – overcome weaknesses in social media platform performance to follow opportunities on the social web.

W-T Strategy – create a protective strategy that reduces the chances the organization’s social media weaknesses will make it vulnerable to external threats.

YouTube - is the second most popular social media platform, with more than 450 million unique monthly visitors.

#key terms #GLE 380

Case Study Guidelines

 Use a cover page with your name, last name and name of the company you are writing about

 Use headings: Overview of the Company and its Competitors; Social Media Presence, etc.

 Number all pages

 Assignments should be written using the following font: Times New Roman (no italic, no script, no Gothic) Size: 12

 Line Spacing: 1.5 or double-spaced, not less than 5 pages

 Include a full bibliography (reference list) – list of all source you have used

 Be sure to quote all sources you have used

Indirect quotations – is a summary, paraphrases of someone else’s words, ideas.

Below are examples how to cite indirect quotations:

According to Baker (2013), social media marketing is essential nowadays for companies/organizations because ….

or Before starting to use different social networking sites for marketing purposes, a company should identify its target audience … (Baker, 2013)

Nowadays, many marketing professionals believe that developing a social marketing plan is a rather challenging task due to the fact that social media is developing very fast, and every day new tools appear (Smith, 2013)

An organization that uses these new media to quickly react to a crisis might be perceived as more committed and honest; so the impressions and reactions might be based more on the medium than the actual message. (Schutz F., Utz S.& Göritz A., Public Relations Review (37), 2011 )

Direct quotation is when you copy directly phrases, sentences, or sections from an author’s article, website; you should cite with quotation marks.

For printed sources: the author’s last name and a page number within the parenthesis are indicated after the direct quote:

“The medium is the message because ….” (Marshal McLuhan (1996), p.152).

According to Sweetser & Metzgar, (2007) “blogs and twitters allow frequent publishing through a personal or human voice and could be used in crisis situations as a means of quick communication”. (p.340)

For online sources: the author’s last name is listed without the page number and a year of publication. Example: (Smith, 2013)

According to “last name of the author” (2010), “If organizations cannot adapt adequate approaches to the virtual environment they will be more vulnerable to new crises and fail to tackle them successfully.”

 Example of a reference list:

Printed sources:

Crush, P. (2006). Firefighting in the Digital Age. Crisis Conference Report. PRWeek, 24–26.

DiNardo, A.M. (2002). The Internet as a crisis management tool: a critique of banking sites during Y2K. Public Relations Review, 28(4), 367-378.

Gonzalez-Herrero A. and Smith S. (2008). Crisis Communications Management on the Web: How Internet-based Technologies are changing the way Public Relations Professionals Handle Business Crises. Journal of Contingencies and Crisis Management, 16(3), 143-152

McLuhan, M. (1996) Essential McLuhan, Chapter 9. New York: Basic Books.

Neil, B. (2000). Crisis Management and the Internet. Ivey Business Journal. Volume 64, Number 3, pp. 13–17.

Schultz, F., & Wehmeier S. (2010). Online Relations. Handbuch Online-Kommunikation. Wiesbaden, Germany: VS-Verlag

Online sources:

Hein, A. (2010, March 30). Toyota: Example of a Communication Crisis Fail. Retrieved from http://www.theclinegroup.com/2010/03/30/toyota-example-of-a-crisis-communications-fail/

Lee. (2010, July 1). Bruce Clay Blog . Retrieved from The Internet Marketing Organization Website : http://www.bruceclay.com/blog/2010/07/bp-crisis-communications-and-social-media/

Useful links:

What is plagiarism: http://www.fhsu.edu/mls/mls-handbook/mlssh-plagiarism/

How to quote correctly: http://rdc.libguides.com/content.php?pid=51106&sid=2837044

https://owl.english.purdue.edu/owl/resource/747/02/

#GLE 380 #case study

Social Media Marketing Case Study Steps

• Look for an interesting, well-known company with a social media presence.

• Give some background to the company and their social media marketing campaign/s.

• What is the SMM challenge or problem that the company is facing? Analyze their strengths and their weaknesses.

• What was their strategy or solution to the problem? Could they have done something better?

• Evaluate the results. Success or failure? Why?

Be sure to connect the real life facts to ideas and concepts that we have learned in class and in the textbook.

Good research and proper citations are key to a successful case study.

Good luck!

#GLE 380 #case study

Social media sites and business

Nowadays,social media become more and more important in our life.Social media charge our life in many aspects.We can use social media communicate with each other, share moods,shopping online,look up information,evaluation and discussion etc.In our life, we use many social media sites. Like Sina Weibo,Taobao,Goole,Weixin,etc People always use the social tools share their moods, make new friends, shopping online.look u information.In recent years, many Company sell their products through social media.Social media provide a great platform for business, and many businessmen choose to advertise their products through social media.Before, many business choose advertise their product through print media,but print media is very boring and simple,print media can’t attract customers.It follows that print media advertise effect don’t well.Now with the emergence of social media,many company choose to use the social media advertise their products.and attract many customers eyes.I will give two sites for our travel company,I think the two sites provide a good platform for the travel company.

Site1 Sina Weibo

Sina Weibo is a social media tool that many users use. Many people use Sina Weibo share their moods, share pictures and information.Sina Weibo is a great communication platform.People can add friends through Sina weibo, andu when they become friends they can communicate with each other. Share information with each other

It’s very easy to create a Sina Weibo account .First creating an public account for Sina weibo, just need your cell phone number.After creating the account, we could add many consumers.You can communicate with the customers and then put our products information on the account,if your friends interested in the products information, they will share your information make many customers know the products information.

Sites2 Taobao is a great social media platform for people, recently year, shopping on line become more and more popular, people use Taobao shopping,book the tacket ,etc ,Taobao is very popular in our daily life.Taobao is a great platform for shopping. .

First creating a Taobao account, and then we could put the information of our products on Taobao.If people interested in our products, they will realized the products information from us,then we should introduce our products for the customers.Finally, sold the products on Taobaoif the customers decided to buy the products.

Social Media sites has been the most effective tool in advertising for most business nowadays. I think this two social media sites are useful trave company.

Relevant resources: http://www.inc.com/guides/using-social-networking-sites.html

#GLE 380

Get Involved in Social Media Sites

This week we learned 12th chapter: Discussion Boards, Social News, and Q&A sites. As a matter of fact, there are a range of these sites available for us. Now I would like to throw light on these sites in detail.

Firstly, I will talk about Discussion Boards. When we were sophomore, we took the course named Business Communication. Our teacher often left Forum assignment to us. At that time, we shared our opinions with our classmates in Forum. Sometimes, we were expected to respond to our classmates. It was really a wonderful way, since we can get to know our classmates better. What’s more, we had chance to read funny stories and had a clear idea of that concept. Forum is just a kind of Discussion Boards. It is really a useful tool for us to get information and exchange our ideas.

Secondly, let’s look at Social News. People tended to read news on newspaper, TV and radios. While with rapid development of technology, we can read news in different ways. We prefer to get news online. Sometimes, we acquired news on QQ WeChat and Sina Microblog homepage. Besides, we can search news on VOA, BBC, and China Daily. They are all very convenient. We have the access to listen to news on these websites. These online are powerful. They can spread news in a minute.

Last, but not least, Q&A Sites are also popular among us. Many college students use Tieba to get information. I will show you an example. Last year, a freshman didn’t know how to go home. He asked the question in Tieba. I saw it and realized that we were in the same hometown. Then I told him my QQ account. He added me to his QQ account. We discussed on QQ and I told him the exact way to go home. Also, we can ask information on Baidu. Q&A are very significant for us. They can help us solve problems efficiently.

These are beneficial for us. We can gain latest information all over the world as soon as possible. Besides, we can share opinions with others and make friends with them. What’s more, they can give us some advice to solve problems. Don’t hesitate, let’s get involved in Social Media Sites and indulge in them.

#GLE 380

How social media has changed our life

Social Media has changed our life drastically. Do you believe this? I do believe. As the fourth new media after newspaper, broadcast and television, social media is more and more deeply connected with our life.It has great effect on our daily life and is applied to many aspects of our life.

There are some other aspects where it has a palpable effect.When I was in junior high school, I remember most of people just communicated using mobile phones. In those days people didn’t know QQ, MSN,Facebook,Weixin, etc. But in recent years,we communicate not only use mobile phones, but many social media tools in our daily life that make our communication become more convenient and faster.We can use those social media tools to share mood and chat. Social media provides more communication opportunities. We can use social media searching books, we can also search much information through social media.

Social media is also a great marketing place.Social media provides a great platform for business, with more and more people choosing to shop online, because shopping online can save a lot of time, and many people think shopping online is very convenient, like Taobao. Many businessmen man choose to advertise their products through social media.Many companies use social media to communicate with their customers to realize their customers’ needs and suggestion. Like Dell company,their company staff use social media to realize customers’ needs, and Dell company uses social media to communicate with customers directly. From this way, Dell company gets many valuable suggestion which is an important reason why their company develops well.

Simply, It has brought changes in our social, personal and professional lives. We cannot imagine our day without social media. It has made us dynamic. We can learn from social media that “never give up, keep moving forward.”

Relevant resources:

http://mashable.com/2009/10/16/social-media-changing-lives/

#GLE 380

Sharing Videos with People

Nowadays, a series of social media tools spring up. This week we learned about sharing videos and photos. It really drew our attention. I want to talk about sharing videos today.

When we were sophomores, our English teacher asked us to make videos. We were expected to finish the project with our group members. Our topics were about different movies. Our group was the last one, so we wanted to help our classmates to go over all the movies we had watched in this semester. Firstly, we took photos in different places. Therefore, we could use them in various movies later. Secondly, we chose the movie and the role. We even asked two foreign teachers to help us. They acted as the president and a VOA news reporter. Thirdly, we recorded our voices. Next, one of our members put the photos and videos in order. Then, he made the video step by step.

When we showed our video to our classmates, they were so amazed and excited. Finally, we decided to upload our video on YouKu. We hope that more people have the access to watch the video and gain happiness from it. As a matter of fact, it was really popular at that time.

Unlike other social media tools, videos and photos are more attractive and funny. Since videos and photos are visible. We can see them clearly and hear their voices. We can indulge in them and image ourselves in the situation. It can affect our emotions and moves our hearts. With the development of the society, it becomes more and more popular. Many people prefer to watch videos and look at photos online. I want to give you some tips on how to make a good online video:

Use real persons;

Fun content;

Stories and personal drama experienced by our friends;

Get to point quickly;

Keep continuity of themes;

Don’t only focus on creating a viral video;

Videos can also help companies to make money. Just bear in mind these things:

Focus on content first;

Promote the channel;

Update frequently;

Keep up with analytics

Here is the link of our video, I hope you will enjoy it.

http://www.soku.com/search_video/q_年度穿越大戏

#GLE 380