By implementing these spam policies and removing absurd content, ever wonder what does that mean for marketers and consumers in the long term? This is my take on the situation.
1. Use Data Responsibly
Facebook will be stricter than ever when marketers try to convey a message to the consumer, which means that they would need to comply with all relevant regulatory provisions relating to the collection and use of data.
This is an example of how of Facebook ads done by Novu Aesthetic which shows that Facebook protects the user by providing a disclaimer before the user submits their information online.
When your feed no longer contains content which classifies under Facebook ban list, you will only be able to see quality content that is shared by your friends and businesses who are using digital ads such as Facebook/Instagram ads.
That’s all from me today. Do you think Facebook is working hard to create a safe and user-friendly social media platform for me and you to use? Leave a comment below to share it with me!
The second point was to select the communication channels the target market uses to ensure that their presence is present.
ALS Ice Bucket Challenge was seen on different communication channels such as Twitter, Facebook, YouTube, news, events, etc. Based on the communication channels, we can conclude that their exposure for this campaign is relatively high because there were many communication channels talking about this campaign.
The third point is to make sure your visual identity is consistent across the different communication channels.
Their instruction across all channels was that an individual first has to accept the challenge to record themselves doing the challenge and recommend three person to do the challenge and then upload it on the social media. Upon uploading the video, they hope the user will get people to start sharing and donating to help fight against the disease.
All the visual created for this campaign was kept consistent with the “bucket” being a distinctive element to identify the campaign.
4. Be Clear & Consistent
The fourth point is to ensure the brand creates a clear and consistent content that can easily be adapted or repurposed to suit different media or channels. This has to take into consideration of the three Cs:
Communications must be clear and understandable: ALS Bucket Challenge message was very clear – Promoting awareness for ALS and to raise research fund.
Compelling message that is of interest to the audience – Fun and interesting way to just pour ice cold water and challenge your friends to do it.
Consistent message being spread across different channels – All the video being shared online captures the right procedure as to how the challenge is being done and this instruction was passed down to one another.
5. Ensure Messaging is Integrated
The fifth point is to ensure that the messaging is integrated which illustrate clear call to action which the brand wants the audience to do.
The campaign goal was to spread awareness of ALS and to encourage user to donate for it’s research purpose. This objective was highlighted in all their communication channels and a the call to action button was distinctively identified.
6. Ensure Marketing Teams/Agencies Are Working in Sync.
The sixth point was to ensure that all the team members involved in the campaign is aware of the message that the campaign is being sent across. A gap in understanding the message will result in inconsistency which will affect the campaign result.
An example: The public relation team needs to know what to inform the press while the social media team needs to be aware of the content being posted on their social media page
7. Tracking Campaign Performance
The seventh step is the most critical component of the marketing strategy, it is to analyse the campaign conversion and results. There is no point executing a marketing campaign without understanding what is the objective and performance.
ALS Ice Bucket campaign has lead to an increase of 85% research funding being donated when compared between year 2013 and 2014. The social media engagement rate has also increase with 15 million on Facebook.
This campaign has been shared as being one of the most viral marketing campaign. But why was it so viral?
Here is my summarise points for you to think about based on Andreas M. Kaplan and Michael Haenlein article.
Word of mouth + Social Media – ALS Ice Bucket Challenge started with one person creating the video and one person sharing the video, and this cycle continues because the whole idea of this campaign was fun and people are willing to do something charitable. This repetitive pattern spreads word-of-mouth through social media causes it to be viral.
Use of Market Mavens – Using impactful individual who are driven to contribute to a social cause helps to spread the message of this campaign.
The message was memorable and interesting – Pouring Ice cold water and sharing the video to spread an important message wasn’t very difficult to execute and is done with an important purpose.
Thank you for taking the time to read the blog, do let me know in the comment box below if you have any other viral campaigns!
SEO (Search Engine Optimisation) is not dead. It is one of the critical components of an effective digital marketing strategy.
SEO is a marketing principle which focused on growing visibility in organic (non-paid) search engine results. It is a fundamental element to ensure that the URL appears on the first page of the Google Search result (organic, not paid).
It is done through having quality content with the right keyword, long-tail keywords, mobile-friendly site, good site speed, creating a backlink to your site, and the content is relevant.
Here are the three reasons why I said SEO is not dead.
1. SEO Complement SEM – Google AdWords
Google is the top website that Singaporeans used to get access to information, and whether the URL appears on the first page is because of SEO (organic). However, if business were to leverage SEM such as using Google AdWords, SEO is critical for success due to the landing page relevance.
Google Adwords is an advertising system in which advertisers bid on specific keywords for their clickable ads to appear in Google’s search results.
Internet of Things & big data are closely related as IoT helps to measure and report data so that all these big data can be transformed into information that can be used to understand trends, patterns and consumer behaviours.
All the actions that we take online would leave a footprint, and all these data captured would benefit the business if they know how to use it.
For this week’s topic, let’s analyse three pros and cons from the marketers and consumer’s perspective.
Three Marketer’s PROS – Big Data & Internet of Things:
1. Analyse Consumer Purchasing Habits
Marketers would be able to gain insights about the consumer’s purchasing habits such as the frequency of them purchasing a product, how information search is conducted before they make a purchase and what is the determining factor to convert a consumer.
An example would be that brands could analyse how frequent customer make a purchase of a particular product using transaction data and send a reminder email to “remind” customer to stock up on their products when the time comes.
2. Gain Insights on Customer Buying Journey
Google Analytics is a perfect tool for business to analyse the traffic that is generating website visits. You’re able to tell where the website visitors come from, such as through your Facebook, an external partner website etc.
Other useful information would include letting marketers know which pages generated the highest conversion or pages which needs to be optimised (e.g., whether more content is required or the message needs to be stronger) to increase conversion performance.
Consumers would only want to listen to a message that is relevant to them, and with big data, it allows marketers to utilise retargeting to ensure that the message is being exposed to them at least 3 times based on Herbert E. Krugman theory.
An example is when you visit an online Shopping website such as Zalora, and after leaving, when you visit an external site that is not Zalora, you still see it appearing on the side banners of the webpage.
Three Marketer’s CONS – Big Data & Internet of Things:
1. Not Equipped with Knowledge to Analyse Data
Data would not be useful if the employees are not equipped with the relevant knowledge in the area of expertise. There could be massive data which they need to learn how to analyse it to draw a conclusion after analysing it.
An example could be that a consumer may see the in-store A3 Poster and that was one of the determining factors which made her went home to buy the product online.
3. Time Consuming To Analyse
As mentioned earlier, big data are generated on a “real-time” basis which means that frequent tracking is required to ensure that the data analysed is up to date.
If marketers want to ensure that the data are up-to-date, they must follow up very closely with the data analysed to get the latest insight of information to be used for their marketing strategy and this will be time-consuming.
Consumer’s PROS – Big Data & Internet of Things:
1. Get Real-Time Update About Their Online Delivery Status
58% of the Singaporeans shop online at least once a month, and no doubt being able to track their parcel online would give them satisfaction, so that are able to find out where their package is at currently (mainly when you shop online)!
This real-time tracking allows delivery information being conveyed to the customers timely and accurately to create trust in the brand.
2. Driving and transportation at Ease
With real-time data being conveyed to consumers, they are able to navigate at ease using GPS when they are on the road as the update will send signals to the consumers to allow them to be informed about the congested area to avoid.
This is exceptionality important for commuters as they wouldn’t want to be late for work, class or meeting with friends.
3. You See What You Like
As mentioned earlier, big data enables marketers to personalised marketing messages which are relevant to them. This would filter out that promotional information that they are not interested in.
An example is if I’m not interested in Golf, but I see a golf advertisement, the chances of me clicking on it are impossible.
Three Consumer’s CONS – Big Data & Internet of Things:
1. Privacy Issues
When our digital footprints are created, it’s there forever. This means that the organisation can and will have the ability to exposed all the information which you have left online.
Did you know that Google Map tracks every place which you have been to? If this information is new to you. You can now go track and feel “exposed” by Google.
2. Indulge in Impulse Purchases
Marketers will always create a beautiful message to remind you to make a purchase through retargeting that you should not miss out on the “biggest discount of the year”.
During this time, you will realise you fall for these gimmicks (i know I do, guilty as charged). From here you could tell that retargeting works on me 🤣.
3. Potentially Increase Social Stratification
As a lot of our personal information and search behaviours are captured online, and this information would enable the organisation to categorise the consumers in a certain way which may potentially increase social stratification.
Do you have any other pros and cons of big data and internet of things? Do share your thoughts with me on the comment box down below.
From the above image, you can see how when a brand wants the idea to spread. Based on Seth Goldin’s theory, we must first know who is the audiences that are interested in listening to the brand.
Next is to craft a message or idea that will appeal to catch the attention of the readers using the different characteristics listed in Jonah Berger’s theory.
Lastly, it is to utilise the network based on Malcolm Gladwell’s network characteristics to encourage people to spread the idea and message for the brand.
Which Theory Is the Best to Spread Ideas on Social Media?
My take on the best way to spread ideas through social media is using Malcolm Gladwell’s network characteristics which talks about the “three rules of epidemics” (or the three “agents of change”).
According to Gladwell, economists call this the “80/20 Principle, which is the idea that in any situation roughly 80 percent of the ‘work’ will be done by 20 percent of the participants“. The participants are categorised into three – Connectors, Mavens and Salesmen.
Here are two explanation as to why I said so.
You Can Have Great Message But What If There’s Minimal ‘Reach’?
A brand can create great contents and post it on social media, but if they have low followers or engagement, the idea/content will not go viral.
However, using Malcolm Gladwell’s framework, with the use of connectors, they would spread the message for the brand. With the theory of six degrees of separation and using Facebook as an example, we can see how having connectors enable the idea to spread and potentially go viral due to their connection of knowing a large group of people.
You Know Your Target Audience But What If There is Minimal ‘Influence’?
A brand can identify their target audience, but they might not necessarily have the characteristic to spread the idea or content to create sufficient influence on people.
However, using Malcolm Gladwell’s framework, with the use of maven and salesman, it encourages word-of-mouth for idea and content to influence a larger scale of the audience as they serve as a reliable source of information for the target audience.
The Classic Example – Glossier
This is a screenshot of how Glossier uses social media to get anyone and everyone to talk about the brand with the three categories of people in Malcolm Gladwell’s framework.
In conclusion, my debate is that Malcolm Gladwell’s framework is the best applicable theory to spread the idea through social media. Do you agree or disagree with me? Share your thoughts with me as I would like to know too!
I’m pretty sure we have all come across seeing a famous influencer or celebrity endorsing for a brand to promote a product or services on social media. But, my question to you is, from a scale of 1 to 10, how convinced are you that the product/service really works and create customer value for you?
In today’s blog, let me give you my summarised opinion between these two options.
Who are they?
Everyday people can be defined as normal people who use social media to express their real thoughts and feelings freely without restricting the way content is portrayed.
Based on Hodis and colleagues (2015), they can be recognised as devotees based on their pattern of high levels of creation and high consumption of content.
On the other hand, for an influencer, they generally have a larger followers base and are known to be a market maven because of their interest and knowledge about a particular brand’s product or services. Brands would generally “pay” them to feature the brand on their social media platforms.
They can be recognised as attention seekers where they generally have high levels of creation but low consumption of content.
So let’s analyse which one should you use for your social media marketing.
High Followers ≠ High Engagement
In this 20 minutes video, Xiaxue and Deekosh can be seen using Social Blade, a platform which tracks statistics on social media platform – such as the growth of followers. If followers can be bought, do you think their engagement would be genuine? I will leave you to think about it.
In my opinion, brands should have a strategic analyse and plan when they engage an influencer to feature their products and services. This means identifying the right audience you want to deliver the message based on influencer’s following. It also includes understanding what they can do for you – whether it’s doing a blog post, video, Instagram story etc.
What’s my take on Influencers?
Engaging influencers is favourable to have them being your “celebrity endorsers” to gain brand awareness so that many people will know about your brand. However, they might not necessarily bring in the highest ROI for your social media campaigns.
Example: During a video tutorial, create a unique discount code to track their contribution of sales and rewarding on a commission basis, e.g.: 10% of total sales.
The demand for Authentic Consumer Reviews
Based on Nielsen (Nielsenwire, 2009b) reading given for class, there is an increasing segment of consumers (18%) who rely on social media as their core navigation and information discovery tool.
12% of the consumers will use social media to search for product information. What does this mean? Consumers are continually looking for information and feedbacks of how the brand’s product or service can do for them, such as the benefits.
What’s my take on everyday people?
Inviting everyday people generally portrays a more authentic image concerning reviewing products. However, the quality of their engagement impact must be taken into consideration.
I would recommend the brand to tap on the business model on the web – Community model. Engage these everyday people using a community model such as social networking sites on Facebook, it allows them to build brand loyalty because it’s a platform where they can express the interest and how they feel about the brand.
Using community model enables the consumers to identify the experiential/hedonic value it gets out of it to convince them that the product or services work.
A summary of my thoughts, both everyday people and influencers play a part for social media marketing as they are valuable to generate content which will attract entertainment chasers and connection seekers. Both play a role in contributing to a holistic customer value experience which will help the brand or business to grow.
Do you agree that both are equally important? Or do you have a stronger opinion for one over another? Share with me over at the comment box below.
Based on the See-Think-Do-Care business framework, social media allow users to be exposed to the “see” stage for brand awareness through the content that is shared over at social media such as Facebook, Instagram and Twitter.
Interesting and engaging content such as images, videos, articles etc. are often shared from one individual to another. By creating more exposure for the business/brand through social media, it increases the brand awareness.
Ultimately, the end goal is to drive the target market to become your customer and for them to “care” about the business/brand through social media.
2. Reach your audience based on insights
Social media platform like Facebook allows the business/brand to gain audience insight to help target the audience you want based on location, age and gender, education level, relationship status, life events, and many thousands of unique interests and behaviours.
It allows the business/brand to actually create content and digital ads, such as Facebook advertising to arouse their interest and be engaged with the ad.
To engage users through social media is one of the methods to integrate into an effective digital marketing strategy.
3. Building a long term relationship
Social media is the platform for consumers to interact and express their opinions about the brand. A good example is Glossier, which they illustrate how they connect with customers using social media to build a community using social media type such as such as Instagram and Facebook to build a community based on real people, not just influencers.
When a business/brand is able to relate, listen and engage their followers through a community, it portrays an image that they know what the customers’ needs and wants are, and that is what marketing is all about!
P.S: I highly recommend you to check out how Glossier uses social media to build a cult following!
In conclusion, social media is a fantastic tool when great content is created to share with the users to engage them with the brand.
Do you agree with what I have said? Feel free to share your opinions with me by leaving a comment. Sharing is caring 🤘