SC Tutorial 4
SC Tutorial 4
SC Tutorial 4
-Listening to customers- using collectively or individual listening to identify and gain a good
understanding of an organization’s target markets and their social media use and behaviour.
Eg: 85% Contact lens wearers are using instant messaging between them and their friends.
Eg: In order to increase sales and brand image, Johnson & Johnson created Saving Momo, which
is the advergaming to promote their product.
Eg: Johnson & Johnson using social media platform tools to gain the target customer. And
allows customers to download and play the Saving Momo game.
(6)Refine
1. Current customers
· Build brand loyalty
· Entice customer advocacy about the brand in social media
· Retain the customer’s business and build the purchase frequency and quantity
over time for all the company brands
2. Prospects
· Increase brand awareness
· Build interest and desire for the product and move initial purchase to other
actions
➢ Owned media carry communication messages from the organization to Internet users on
channels that are owned. Thus, at least partially controlled by the company. This could be
a company blog, YouTube channel, website, or Facebook page.
➢ Paid media is when the brand pays to leverage social media properties, such as
sponsorships, advertising, cost per action (CPA) and cost per engagement (CPE). These
are properties owned by others who are paid by the organization to carry its promotional
messages. The company controls the content, however, the media have content and
technical requirements to which the advertisers must adhere.
➢ Earned media is when customers and the public share a company content, speak about
the brand via word of mouth, and otherwise discuss the brand. Companies have the least
amount of control over this media channel, however, they respond to customer
conversation and try to guide it toward their positive brand messages. In other words, the
mentions are “earned,” meaning they are voluntarily given by others.
Virtual worlds.
● Second Life. Companies can create a virtual webstore, multimedia event, contest and can
also create blogs.
● They can publish a URL containing streaming audio or video content, so that other
Seconds Life residents will view their content and subscribe. Companies can also
participate in Seconds Life media, such as providing content for the in-world radio and
television stations.
Mashups.
● These include many types of website combinations to engage consumers.
● Google Places for Business, which allows business owners to list their business name and
location so that mobile and computer users can find the business location on a Google
Map.
7. What are the key advertising formats used in social media to aid commerce?
Advertising formats refer to anything that goes with paid media online such as text from a
sentence to pages of story. Or it can be graphics, sound, video, hyperlinks, or an animated car
driving through a page. Advertisers use social media to build brand awareness, engage existing
customers, increase size of community (friends, followers, fans) and drive traffic to an online
destination.
Display Advertising
- These use text and graphics, as well as the company’s logos and contact information/Web
links. Display ads are popular offline in billboards, the Yellow Pages, and movies.
- Internet display ads come in many different sizes, the most popular of which are banners,
- For example, many search advertising companies (e.g., Google, Yahoo!, Microsoft’s
Bing) gain revenue by selling their huge audience’s attention to advertisers via display
ads.
Classified ads
- These usually use text, but may also include photos. The ads are grouped according to
classification (e.g., cars, rentals), and tend to be the least expensive format.
- In many cases, posting regular size classified ads is free, but making them larger, in
Choose-Your-Own-Advertising Format
- The AdSelector allows consumers to select what ads they like to view prior to streaming
content (they are presented with two or three options). This model has been in use mostly
- For example, Hulu users have to watch 2 advertisements that they get to choose in order
Social Advertising
- A social ad is an online ad that incorporates user interactions that the consumer has
agreed to display and be shared.The resulting ad displays interactions along with the
- For example, this image is indicating she watched a cool new movie. The ad is then
presented to the Facebook friends that she selected to view it and thus, share her
- Video advertising refers to the insertion of video ads into regular online content. Video
- The major reason for the popularity of videos is that almost everyone who uses the
Internet now watches online videos. Videos are also viewed on all mobile devices (e.g.,
- Advertising networks track user click behavior, usually through cookie files placed on the
user hard drive and then present ads to the user based on their previous behavior.
- For example, when a person searches for a particular laptop brand in Lazada. He/she may
find themselves encountering ads regarding the laptop on social media sites.
Sponsored Content
(someone else's content) or advertiser-created content. These can include content features
- For example, it can be paid social media influencers such as celebrities promoting a
- For example, a food company might pay for space on a cooking blog or wiki to insert
recipes using its products as ingredients. This looks like content from the site, but is
Product Placement
- For example, the online music video game Guitar Hero often has advertisements on the
stage behind the musicians. Game players enjoy this kind of advertising because it makes
- Link ads are ads that are simply a hyperlink placed in specific text in a blog post or other
- An example will be a coffee shop might buy a specified number of links for the word
“latte” on many blog sites, and these would have a hyperlink to the coffee shop’s website.