Social Media Marketing
Week 0 – Introduction
Stepps framework
- Social currency: find the inner-remarkability, make people feel like insiders
- Triggers: trigger people to think frequently about your idea or product
- Emotion: Emotional content often goes viral
- Public: The more public something is, the more likely people will imitate it
- Practical value: highlight incredible value and package knowledge and expertise
- Stories: Good stories get shared more easily
Week 1
Articles
Measuring Consumers’ engagement with brand-related social-media content -
Schivinski, Bruno, George Christodoulides, and Dariusz Dabrowski (2016)
Three levels of consumer engagement
- Consuming brand-related media: see a picture or watch a movie displaying the brand
- Engagement; when they interact by liking contributor instead of observer
- When consumers upload a picture, they are creating brand-related content
People engage with social media in three ways
- By consuming
- Participating
- Producing brand-related media
How they create the measurement for engagement
- Study 1: online focus groups
- Study 2: online depth interviews
- Study 3: netnography
The scale can be used to measure the construct’s effects on outcome variables such as
- Brand extension
, - Purchase intention
- Price premium
Social Media Engagement: Content Strategy and Metrics Research Opportunities –
Perreault, M.-C. and Mosconi, E. (2018)
Customer engagement cycle (CEC): engage customer during the whole product life cycle
Engagement can be expressed by:
- Interaction
- Participation
- Conversation
- eWOM
- other offline and online actions
according to some researchers, there are 4 strategies that firms use to connect with customers:
- The predictive practitioner strategy
- The creative experimenter strategy
- The social media champion strategy
- Social media transformer strategy
goal of the paper: how is content strategy related to metrics of customer brand engagement
on social media platforms?
Social media customer brand engagement; customers engage in a number of behaviors that
strengthen their relationship with the
brand, which go beyond the traditional
customer loyalty measures, such as
frequency of visits, purchasing
behaviors, and intended behaviors.
, These metrics are one way to measure engagement and can be seen as predictors of
customers’ motivation to consume more or their responsiveness to brands.
Here’s why Customer Engagement on Social Media is Important to Your Brand-
Athalia Monae (2023)
Engaging with customers on social media can have significant impact on your brand’s:
- Reputation
- Customer retention
- Overall success
Engagement can also be used to analyze the suggestions and feedback of your customers for
your products or services and to help you think about launching new products. When you
listen to this, it will help improve your relationship with your customer and creates an
interactive environment.
Week 0 – Introduction
Stepps framework
- Social currency: find the inner-remarkability, make people feel like insiders
- Triggers: trigger people to think frequently about your idea or product
- Emotion: Emotional content often goes viral
- Public: The more public something is, the more likely people will imitate it
- Practical value: highlight incredible value and package knowledge and expertise
- Stories: Good stories get shared more easily
Week 1
Articles
Measuring Consumers’ engagement with brand-related social-media content -
Schivinski, Bruno, George Christodoulides, and Dariusz Dabrowski (2016)
Three levels of consumer engagement
- Consuming brand-related media: see a picture or watch a movie displaying the brand
- Engagement; when they interact by liking contributor instead of observer
- When consumers upload a picture, they are creating brand-related content
People engage with social media in three ways
- By consuming
- Participating
- Producing brand-related media
How they create the measurement for engagement
- Study 1: online focus groups
- Study 2: online depth interviews
- Study 3: netnography
The scale can be used to measure the construct’s effects on outcome variables such as
- Brand extension
, - Purchase intention
- Price premium
Social Media Engagement: Content Strategy and Metrics Research Opportunities –
Perreault, M.-C. and Mosconi, E. (2018)
Customer engagement cycle (CEC): engage customer during the whole product life cycle
Engagement can be expressed by:
- Interaction
- Participation
- Conversation
- eWOM
- other offline and online actions
according to some researchers, there are 4 strategies that firms use to connect with customers:
- The predictive practitioner strategy
- The creative experimenter strategy
- The social media champion strategy
- Social media transformer strategy
goal of the paper: how is content strategy related to metrics of customer brand engagement
on social media platforms?
Social media customer brand engagement; customers engage in a number of behaviors that
strengthen their relationship with the
brand, which go beyond the traditional
customer loyalty measures, such as
frequency of visits, purchasing
behaviors, and intended behaviors.
, These metrics are one way to measure engagement and can be seen as predictors of
customers’ motivation to consume more or their responsiveness to brands.
Here’s why Customer Engagement on Social Media is Important to Your Brand-
Athalia Monae (2023)
Engaging with customers on social media can have significant impact on your brand’s:
- Reputation
- Customer retention
- Overall success
Engagement can also be used to analyze the suggestions and feedback of your customers for
your products or services and to help you think about launching new products. When you
listen to this, it will help improve your relationship with your customer and creates an
interactive environment.
