Social Media Marketing Examen SV 01-2023
Truth bombs:
1. Don’t care about the amount of followers
2. Don’t sell on social media
3. On average, less than 5% of your audience is engaged with your content
4. 3-5 seconds to make an impression
5. Social marketing= the method & social media= the channel
Social marketing= a method wherein a brand is authentic and human so to have an open
dialogue and build a connection with their target audience (fans) and beyond, with the focus
on social goals (not just profit)
+ free - time consuming
+ precise targeting - no real-life connection
+ reach large audience - negative feedback
Social media= the most obvious channel for social marketing but isn’t the only one
H2H= human to human
Customer journey= Aware Connect Trust Buy Intensify
Social media marketing trap= considering the channel as extra resource and technology and
not utilizing the human side for connecting and having a dialogue with the customer
Social business= when an organization or brand consciously focusses on People, Planet
and/or Profit, and invites open & honest dialogue (pillars: employees, innovation, content &
processes)
UGC= user generated content
Social comparison theory (Festinger 1954)= people with a low self-esteem in real life try to
compensate this online (and when we participate in a social network we are motivated to
form an image of ourselves by method of comparison)
Beautification= showing fake behaviour just to belong
Social media generation= Millennials & Gen-Z
Seeding= process whereby a firm sends product samples to a selected group of consumers
(seeds) and asks them to generate WOM about that product and share with other
consumers
Masses= the “other customers” with whom product information is shared in the seeding
process
1
, Social Brand Voice= WHY + TARGET AUDIENCE (people don’t buy what you do, they buy why
you do it)
Simon Sinek= ‘Start with WHY’ (when you express your WHY you will resonate with your
customers because you will speak to their Limbic brain (the area responsible for feelings))
The Golden Circle= Why How What
Brand value= when a brand can be identified or is differentiated to a consumer
Social brand value: commercial profit cannot be the only driver
Brand equity= the added value delivered by the brand (over the functional benefits or book
value of the product, service, or company)
Social brand capital= the culture of the organization, reputation, participation on social
media, the connection with the social consumer: in short, a social brand that you can trust
Archetype= the model image of a person or role (and includes the mother figure, father,
wise old man and clown/joker, amongst others)
Brand personalities: creator, sage, caregiver, innocent, jester, magician, ruler, hero, regular
guy, rebel, explorer and the lover
Social media marketing strategy= outlines the high-level approach of a company on social
media
Social media marketing plan= a living document that outlines an organization’s social media
goals and guides the actions needed to achieve these goals
Customer persona= a representation of a customer’s target market (= a group of customers
with shared demographics) based on data collected from existing and target customers
Social media audit/listening= the process of monitoring the internet to determinate what’s
being said about a particular brand, topic or industry
2
Truth bombs:
1. Don’t care about the amount of followers
2. Don’t sell on social media
3. On average, less than 5% of your audience is engaged with your content
4. 3-5 seconds to make an impression
5. Social marketing= the method & social media= the channel
Social marketing= a method wherein a brand is authentic and human so to have an open
dialogue and build a connection with their target audience (fans) and beyond, with the focus
on social goals (not just profit)
+ free - time consuming
+ precise targeting - no real-life connection
+ reach large audience - negative feedback
Social media= the most obvious channel for social marketing but isn’t the only one
H2H= human to human
Customer journey= Aware Connect Trust Buy Intensify
Social media marketing trap= considering the channel as extra resource and technology and
not utilizing the human side for connecting and having a dialogue with the customer
Social business= when an organization or brand consciously focusses on People, Planet
and/or Profit, and invites open & honest dialogue (pillars: employees, innovation, content &
processes)
UGC= user generated content
Social comparison theory (Festinger 1954)= people with a low self-esteem in real life try to
compensate this online (and when we participate in a social network we are motivated to
form an image of ourselves by method of comparison)
Beautification= showing fake behaviour just to belong
Social media generation= Millennials & Gen-Z
Seeding= process whereby a firm sends product samples to a selected group of consumers
(seeds) and asks them to generate WOM about that product and share with other
consumers
Masses= the “other customers” with whom product information is shared in the seeding
process
1
, Social Brand Voice= WHY + TARGET AUDIENCE (people don’t buy what you do, they buy why
you do it)
Simon Sinek= ‘Start with WHY’ (when you express your WHY you will resonate with your
customers because you will speak to their Limbic brain (the area responsible for feelings))
The Golden Circle= Why How What
Brand value= when a brand can be identified or is differentiated to a consumer
Social brand value: commercial profit cannot be the only driver
Brand equity= the added value delivered by the brand (over the functional benefits or book
value of the product, service, or company)
Social brand capital= the culture of the organization, reputation, participation on social
media, the connection with the social consumer: in short, a social brand that you can trust
Archetype= the model image of a person or role (and includes the mother figure, father,
wise old man and clown/joker, amongst others)
Brand personalities: creator, sage, caregiver, innocent, jester, magician, ruler, hero, regular
guy, rebel, explorer and the lover
Social media marketing strategy= outlines the high-level approach of a company on social
media
Social media marketing plan= a living document that outlines an organization’s social media
goals and guides the actions needed to achieve these goals
Customer persona= a representation of a customer’s target market (= a group of customers
with shared demographics) based on data collected from existing and target customers
Social media audit/listening= the process of monitoring the internet to determinate what’s
being said about a particular brand, topic or industry
2
