Week 4 lecture_notes_COM370
- 1. Week 4 Lecture Notes COM370 Chapters 8,9,& 10
- 2. Week4ContentAlignswith thefollowingLearning Outcomes: Understand key effects of social media on users’ communication behaviors. Understand the factors leading to the success and failure of social media campaign efforts.
- 3. Chapter 8: CreateWings and Roots for YourContent How does a company “ground” its content? All company-produced info must be in the company’s perspective, the company’s voice, and from the company’s point of view. Wait!Won’t this make the info dull, repetitious and biased? The text says that “each piece of content should be viewed as a social object.”What does this mean? SocialObject: Each piece of content has a life all its own as users link to it, comment on it, “like it” and share in any manner.
- 4. How to give the company content wings Make it findable to search engines. Find more Search Engine Optimization strategies out there on the Web. Tell the class what you find. Here is an 8-minute lesson from a Google employee about setting up SEO. Setting up SEO Make it accessible. Should it be hidden behind a registration screen? What does the info look like on the tiny smartphone screen? Keep in mind Iphones, Ipads, Ianythings do not support Adobe Flash. Test your info on EVERY browser. Make is easy. Sharing the content across all social media has to be easy, and an example of easy is clicking “Like.” Make it easy to embed in consumer websites and blogs. Your settings have to allow sharing. Make clear any expectations about how and where the content is shared. Publish in PDF and in PowerPoint. Make is shareable. Give handles to your content. Handles: anything that can be manipulated or interacted with. Publish everything in both PDF and PowerPoint format. Figure out what will make a user click the “like” button or email a story or a funny event to friends? Stories that trigger an emotional response Weird stuff Longer stuff Positive stuff Awe stuff (This is the top content action getter)
- 5. Activity Streams Publishing in social activity streams: Engagement is the goal (not to have it go viral) Share more than once Most important info is first Move beyond words (use photos and videos) Keep it simple (and short—tweets 85 to 100 characters) but avoid abbreviation Considerations for content in Twitter: Make every word count Keep it simple Provide context Lead with the good stuff Write killer headlines Graphics expand on the story People make things interesting Consider the reader
- 6. GoingViral Going viral: sudden, intense interest by thousands or millions of viewers You cannot force content to go viral.That just happens. Going viral is not a measurable happenstance for a company. It is unlikely that a deliberate attempt will result in a viral message, so it is not a reasonable aim for the marketing department of a business. “Videos that go viral are great for generating buzz and getting people to watch and share them, but they don’t necessarily do a lot for getting people to visit your website or purchase your product” (p. 197).
- 7. Chapter 9:The Care and Feeding of Fans Listen to consumers who are interacting with company content. Respond quickly to consumers. Because you are listening, you will see the message. Respond as soon as possible., but at least once per day. Warm, genuine responses serve the consumer. No pushing. Respond to upset customers. Apologize for the malfunction or disappointment (but DO NOT ADMIT any guilt or responsibility—these are legal landmines.).Thank the consumer for bringing the problem to your attention.Take the discussion offline to a nonpublic forum.
- 8. WhenConsumers will talk about you If a brand exceeds expectation, consumers are happy and their willingness to share in social media is HIGH If a brand meets expectation, consumers are neither happy nor sad, and their willingness to share the experiences is LOW If a brand misses expectation, consumers are unhappy ( even angry!) and their willingness to share in social media isVERY HIGH Customer service is a single interaction, but customer experience is a series of interactions.
- 9. Set up a Listening Dashboard Listening Dashboard: Tracking important conversations and topics across social media using search tools. Free options include Google reader Google alerts Search.twitter.com GoogleAlerts are emails sent to you when Google finds new results -- such as web pages, newspaper articles, or blogs -- that match your search term. You can use GoogleAlerts to monitor anything on theWeb.
- 10. IgnoreTrolls No feeding trolls: People who stir up trouble online.Trolls talk off- topic to seek attention and a response. Do not acknowledge a troll message in any way.
- 11. Chapter 10: Business-to- business Companies Trends compelling B2B companies to use content marketing on social media include: People search social media before making decisions Buyers turn to the Web to access information about vendors Buyers avoid contacting a company until they are closer to a decision, so a company off social media misses opportunities Buyers use social media to fulfill what sales agents formerly provided Challenges for B2B: Several people are a part of making decisions, yet they may independently search your social media and find different things. Potential buyers often do not find the info they need that formerly was provided by a sales team.
- 12. Creating Content for B2BSocial Media Develop buyer personas (know what they want, how and when they want it) for all major roles in the buying process. For each role, learn how that person/position goes about making a buying decision. What questions need to be answered. See the list of questions on page 126. Gather the needed content info, then create info packages: Competitive comparison, FAQs, success stories, case studies, plus content to preempt expected objections, press releases, position papers, e-books, how-to guides, etc. Tie your content to short-term goals (such as encouraging the reader to sign up to download a whitepaper). Develop the buying process (this is a map of the step they will take). Place the content where it can be found. Track and analyze traffic. Require registration for some content.
- 13. B2BContent Suggestions Competitive comparisons (a downloadable document) Case studies and success stories Bundle related products in a downloadable how-to tool kit FAQs to answer would-be buyer questions
- 14. References Gingiss, Dan, (2017).Winning at social customer care. North Charleston, SC: CreateSpace Independent Publishing Platform. Handley, A., & Chapman,C. C. (2012). Content Rules. Hoboken, NJ: JohnWiley and Sons.
Editor's Notes
- #2: © 2018 Olivia Miller