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This document discusses best practices for utilizing social media to engage consumers based on research findings. It finds that consumers are motivated to connect with brands online through self-expression, connecting with others, and learning about products. Sharing content is driven by value exchange and self-enhancement. Emotional content performs better, especially those eliciting awe or anger. The document advocates engaging consumers through consistent posting and questions, breaking content into interest areas, and designing intuitive sharing features to encourage participation. Primary research with social media users explored their tendencies to follow brands and share content through different channels.
![What Consumers Expect51% of consumers say they expect marketing messages 40% say they don’t [like] marketing messages. Consumers 24 and younger are the least likely to expect marketing messages via Facebook (40%)35 and older are far more likely to expect marketing messages after becoming FANS (55%) Only 44% of men equate “liking” a brand with permission to send marketing messages 55% of women make this connectionhttp://www.exacttarget.com/resources/SFF8.pdf](https://image.slidesharecdn.com/sharingdata-110425193131-phpapp01/85/Sharing-data-4-320.jpg)
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- 1. Hearst MenHow to Best Utilize Social MediaMKTG 668Martin Bell, Rajat Bhatia, Philip de CortesApril 23, 2011
- 2. Motivation for sdSelf-expression, identification with the brand, or public endorsement of the brandThe opportunity to connect with like-minded consumersThe ability to learn about and interact with the company behind the productsDesire to learn about products, stay updated on sales and promotions, and take advantage of exclusive offershttp://www.exacttarget.com/resources/SFF8.pdf
- 3. Motivation for EngagementEmailTwitterFacebookShort term engagementLong term engagementhttp://www.exacttarget.com/resources/SFF8.pdf
- 4. What Consumers Expect51% of consumers say they expect marketing messages 40% say they don’t [like] marketing messages. Consumers 24 and younger are the least likely to expect marketing messages via Facebook (40%)35 and older are far more likely to expect marketing messages after becoming FANS (55%) Only 44% of men equate “liking” a brand with permission to send marketing messages 55% of women make this connectionhttp://www.exacttarget.com/resources/SFF8.pdf
- 6. EMOTION MATTERSEMOTION MATTERSAn increase of 10% in the number of emotional words in an article increases the odds that it will make the most e-mailed list by a factor of 3.4Helps cope with feelings of dissonance, helps strengthen social bonds, help people gain a better understanding of how they feel.
- 7. EMOTION MATTERSWhat Emotion?Anger – One st. dev. Increase in article’s anger rating increases the odds that an article make the most emailed list by a factor of 1.5 (or 2.9 add’l hours in most emailed list)Awe – One st. dev. Increase increases odds by a factor of 1.4
- 8. POSITIVE MESSAGINGShare things to self enhanceCommunicate identityReflects positively on the selfHelp boost recipients mood
- 9. SHARING IS …….Predicated on value exchange and self-enhancementPeople share to: help others, generate reciprocity, or self-enhance.Individual sharer usually feels: “excited, helpful, happy or satisfied.”http://faculty.insead.edu/marketing_seminars/Seminars%202009-10/Marketing%20Camp%202010/Jonah%20Berger/Berger_Virality_paper%201.pdf
- 12. Engage InterestsPeople want to engage not only with a brand, but with one another, based on interestsBreakout different blogs on Esquire & Popular Mechanics to have their own Facebook Pages, Twitter Accounts, and Discussion Forums, etc.This makes content less repetitive/boring/invasive
- 15. Don’t make me think! VS.
- 16. Don’t make me think!I don’t feel alone when sharingClear what button action isI then also know what second icons do
- 17. More SharingCan’t like on your homepage!Have to search too much to find sharing icons
- 18. The Wall of Likes
- 19. The Wall of Likes
- 20. Best SMM Practices: Facebook wall postsAdditional FB wall post tips to encourage engagement:Post at consistent times (1-2 times per day)
- 21. Include certain words, particularly ones that are instructions such as “like”, “post”, “tag”, and “comment”
- 22. Ask questions specifically directed at your target audience that can promote a conversationOur Primary Research Conducted a survey of the habits of regular social media and networking usersQuestions targeted at determining tendency to follow and “like” brands online through various types of social mediaAnd, to determine which types of social media are most preferred/effective from user’s perspective both from an outgoing – “Sharing” perspective as well as an incoming “Referral” perspective.Outgoing/Sharing – what media do users most prefer when sharing articles, content with friendsIncoming/Referrals – what percentage of articles that users read online are referred to them through various forms of social media vs. traditional web searches, and email.These results on user behavior may help provide some insights into how Hearst can better leverage various social media platforms to direct qualified users to its various properties and help increase its monetization of those users.
- 23. Our Primary Research 8%39%52%48%61% Have you ever friended/liked brands on FB ?92%Whole GroupMenWomen
- 24. Our Primary Research How do you share ?
- 25. Our Primary Research What brands are you willing to follow??
- 26. Concluding RemarksSharing is powerful, if done wellTry strategies used by other publications – “wall of likes”Better and more consistent UI on sites, so people know how to share.EngagementBreakdown blogs into separate Facebook pages Engage users from different twitter accounts based on interestDaily Engagement – stay top of mind, create content that is unique to web properties, that has psychological attributes aligned with sharing science. (Awe, Emotionality, Activity + Arousal)