“JOIN THE MARKET OF CONVERSATIONS”Exploratory research on the crucial characteristics of an effective social media marketing strategy

ECREA 2012 – 4th European Communication Conference – 24-27 October 2012, Istanbul, Turkey

Sanne Heerink, Sjoerd de Vries, Efthymios Constantinides

Introduction

Many marketers are currently exploring the opportunities of social media for their brand. Best cases and social media mistakes are widely discussed in the media. If you don’t have a social media marketing strategy for your brand you seem to be missing the boat. The first step in a successful social media strategy is often the most difficult step.

There is a need for more insight in crucial characteristics of an effective social media marketing strategy. This poster illustrates how social media marketing can create value for both the marketer as the consumer. An explorative study resulted in a framework that offers marketers a hand in developing a social media marketing strategy, including objectives, tactics, and Key Performance Indicators (KPI’s)

Method

1)A literature study: Used to explore the Needs of Marketers (objectives & Key Performance Indicators) and the Needs of Consumers (social media needs & Key Need Indicators) in social media marketing.

2)Interviews: The needs from the literature study were verified in interviews with marketers of Dutch brands. During these interviews the marketers brainstormed about social media marketing tactics that contribute to both their own needs and the needs of their target audience. This resulted in a framework of social media objectives, social media needs of consumers, social media marketing tactics and indicators for the value of these tactics for both marketers and consumers.

3)Case studies: The case studies have showed how social media marketing tactics can be recognized and how effects can be measured. These studies also showed basic conditions for effective social media marketing.

Conclusion

Marketers can use social media marketing to strengthen the relationship with their target audience, position their brand of to create brand ambassadors. The real value for marketers from a social media strategy will emerge when they ca measure the effect of this strategy on the bottom line.

They can measure effects by analyzing social media indicators such as; volume of interactions, sentiment of interactions, topics in interactions, specific authors in interactions or the increase of the amount of fans or followers of the brand.

Social media marketing tactics will be most effective when they contribute to the social media needs of the target audience as well. Social media needs of consumers can be derived from 5 need segments: (1) information, (2) identity, (3) interaction, (4) entertainment and (5) involvement.

There seem to be complimentary conditions for effective social media marketing tactics such as service level, an existing fan or follower base or activations through advertising.

Research questions

1)What targets and KPIs seek marketers to formulate a social media marketing strategy?

2)Which social media needs of consumers are relevant to formulating a social media marketing strategy?

3)Which indicators determine the impact of effective social media tactics?

References

Morgan, G. (1988). Riding the Waves of Change. Developing Managerial Competencies for a Turbulent World. Jossey-Bass. San Francisco. McQuail, D. (1983). Mass Communication Theory (1st ed.). London: Sage. Martijn, C. en Koelen, M. (1999). Persuasieve communicatie. Basisboek communicatie en verandering. Ruggiero, T. (2000). Uses and gratifications theory in the 21st century. Mass Communication & Society, 3(1), 3-37.

Abstract

Objective: How can social media marketing create value for both the marketer as the consumer?Background: A social media strategy should not only contribute to the needs of the marketer, but also to the needs of the consumer. This is due to the change of an inside-out approach to an outside-in approach (Morgan, 1988; Lauterborn, 1990).Methods: Within this study we performed a literature review, interviews and several case studies.Results: These methods resulted in a social media marketing value model (Figure 1). Conclusions: Social media marketing could be valuable if marketers fulfill the needs of the consumers which could be derived in 5 segments: (1) information, (2) identity, (3) interaction, (4) entertainment and (5) involvement

Results

The results shed light on the role of marketers to strengthen the relation with the audience, to strengthen their brand position and to create brand ambassadors. Because both marketers and consumers has some common needs.

The common needs of them are: Sharing current information, facilitating interactions with peers, facilitating peer advice, involve peers in optimization (products, services and communication) and providing exclusive benefits on social media channels.

Preconditions to achieve these needs are: customer service on level, having an existing fan- and follower base and have an activation-element in the social media expressions.

Figure 1: Social Media Marketing Value Model

Needs Consumer (KNI’s)Needs Consumer (KNI’s) Needs Marketeer (KPI’s)Needs Marketeer (KPI’s)Degree of

effectiveness Social Media Marketing

Strategy

Degree of effectiveness Social Media Marketing

Strategy