As discussed previously about tips to success as well as risks and considerations in social media campaign, with some research articles related to the topic which may have supported the idea being mentioned. In this blog, will be mainly about the approach i wanted to proposed while getting successful in social media campaign. In a way it will be discuss in depth of how the approach works by giving tips, guides and evaluate the risks of it.

The key of a successful social media campaign have the power to interact, would be inspiring and have the potential to boost awareness for the brand (Digital Marketing Institute, 2018). To sum up these requirements to success, as said previously, creativity plays an important role to the way to become successful. There are no measurements nor checklist of measuring the level of creativity, which is why it became the approach i am interested in and choose to investigate about. Before i start to research about creativity lead to success in social media campaign,i think that it can only be measured by the sales of the product or numbers that have been increased and elasticity and correlation of using social media and creativity.

Framework to measure the effectiveness of social media campaign

Wiebe’s analysis state that, the effectiveness of measuring campaigns are relevant to five factors: intensity of the person’s motivation towards a goal, knowledge of how and where the person would go to accomplish motivation, agency that empower the person to work out his motivation into action, the ability and effectiveness of performing task, and lastly the audiences energy and cost needed to carry out motivation (Kotler and Zaltman, 2018).

Tips and guides

As an example of social objective in social media campaign, we can always see or had a chance to get involved, also there are a lot of organizations using this technique as their promotional plan, which is fundraising for cancer research, whereas providing brochures explaining all the money used for and how can people help, through the exposure of newspaper, pictures, company publications, tv, movie, and events held (Kotler and Zaltman, 2018). These events will mainly segment to people who would definitely interested in it. The main thing of social media campaign that has to be aware is that it is easily to mix up marketing means hard selling, which if people think the wrong way, it might ended up with people dislike the whole company (Kotler and Zaltman, 2018). Secondly, price is one of the control variable that have to be concerned about. It is not only include money, opportunity cost and energy cost are also count as price (Kotler and Zaltman, 2018). People might have the thought of not willing to pay for different cost at the same time since they would feel annoying. To sum up the points are people will consider and analyse money invested, and time need to be spend as well as energy used, to know if it’s worthy or beneficial to themselves.

Risks

It is hard to fulfill everyone’s needs and wants, and we can’t take care of everyone’s feeling all the time. Social marketing is unique from business to business. Ideas are expected to be fresh, new and creative in order to gain more people willing to purchase or keep existing customers. But at the same time business has to keep in mind of their beliefs and values in order to satisfy customers and made them accept. There are limitations of using framework approaches applying to most of the case since it will limit the ideas, ended up repeating similar ideas (Kotler and Zaltman, 2018). Moreover, it is easily to become over marketing, will leads to people dislike and turn down ended up increase the noise within the customers.

Digital Marketing Institute. (2018). The 5 Best Social Media Campaigns of 2017 (So Far). [online] Available at: https://digitalmarketinginstitute.com/blog/2017-4-4-the-5-best-social-media-campaigns-of-2017-so-far [Accessed 7 Apr. 2018].

Kotler, P. and Zaltman, G. (2018). Social Marketing: An Approach to Planned Social Change on JSTOR. [online] Jstor.org. Available at: http://www.jstor.org/stable/1249783 [Accessed 7 Apr. 2018].

Social media campaign: tips to success

A good social media campaign own the power to interact, can be inspiring, and also boosting awareness of the brand (Digital Marketing Institute, 2018). The most important element that leads to a success for the social media campaign is creativity, which means that there are no stated requirements or guidelines of how to define creativity. For example, there is a campaign launched in social media by Mr Clean about cleaning products, they released teaser trailers focusing onto their Twitter and Facebook audiences. They received approximately 11,700 mentions across Instagram, Facebook and Twitter in one minute. Their commercial has over 17 million views on youtube, they have added light heart and romantic spin in their ad to coordinate with the theme of Valentines day. Releasing campaign through big events or occasion will relatively increase the engagement and reach (Digital Marketing Institute, 2018).

Another example that a social media campaign can be do well is ‘Know your Lemons- the worldwide Breast Cancer campaign to promote women to check their breasts more often, there was a high response from audience by introducing a eye catching campaign name and impressive idea which can be able to give out information that female needs about the importance of body check, the charity set up a Facebook page providing news updates and interact with people (Digital Marketing Institute, 2018). Their campaign used easy access and visual approach to spread information in a way no matter people in any culture or language can be understand (Digital Marketing Institute, 2018). By using a relax exercise to carry out a serious issue which at the same time provide a way to share information and thoughts with others (Digital Marketing Institute, 2018).

Social media campaign: risks and considerations

There’s an example of failure to control the message in social media, Johnson & Johnson had an online marketing campaign, it was an online video about pain relief for women who carries baby in a sling (Miller and Lammas, 2010). There is a huge negative reaction that collapsed in Twitter and ‘blogosphere ’from viewers think that the video has element that denigrates motherhood, results in bringing down the whole campaign (Miller and Lammas, 2010).

Another issue that marketers consider when having social media campaign are useful and believable of the information because it will lead to consequences from sale push message that breach the law of social networking’s intrinsic qualities of socialization and trust (Miller and Lammas, 2010).

Overly making social network campaign could be increasing the risk of users losing interest in the company when they feel like being forced by the advertisers; there is an example of the company MySpace being warned by switching current advertising platform to a larger market which allow brands to advertise and permitted to interact with customers at the same time (Miller and Lammas, 2010).

Some company make fake blog entries which might confuse and misleading customers, resulting to have bad reputation of the brand to an extend of breaching the law (Miller and Lammas, 2010).

Marketers have to be aware of the size of social media marketing, it will be harder to reach audiences to pay attention to their campaign. To effectively advertise, main aspects that has to be considered are ‘focused’ and ‘customised’, rather than depending on massive numbers in the online group, it will be better if segmenting different groups of people and monitor their responses (Miller and Lammas, 2010).

References

Digital Marketing Institute. (2018). The 5 Best Social Media Campaigns of 2017 (So Far). [online] Available at: https://digitalmarketinginstitute.com/blog/2017-4-4-the-5-best-social-media-campaigns-of-2017-so-far [Accessed 18 Feb. 2018].

Miller, R. and Lammas, N. (2010). Social media and its implications for viral marketing. Asia Pacific Public Relations Journal, [online] 11. Available at: http://fac.ksu.edu.sa/sites/default/files/Social_media_and_viral_MKT.pdf [Accessed 19 Feb. 2018].

Social media marketing in mobile app have been commonly used effectively in many industry especially in retail industry. People spend a lot of time playing on their smartphone, reduce time spending on going to the shop browsing products they want to buy, and preventing from getting into situation of rejecting sales to not buying their products. Moreover, social media marketing is very important as retailers can use this as a tool to communicate with their customers through the mobile app as well as on their website and company email. A mobile app is not only a tool to let customers browse products online, customers can also leave feedback about how they feel about the products, rate the products, reviewing the product as well as complaining about the product. Furthermore, customers can also giving suggestions for the company’s customers service team. Therefore the company can improve on their service on the basis of customer’s review.

The use of social media marketing in mobile app

• Social media sharing platform

Mobile apps provides way to share the product and its information to your friends through different channels and social network such as Facebook, Instagram or email. It helps to let more people know about the product and it can be more easily to compare products by the additional information.

https://www.nembol.com/products/import-products-from-shopify

• Viral Campaign

Customers are getting rewards or a discounts by referring a friend to visit or purchase from the app, this way, both the consumer and the friend can be benefit from it, the company can also boost sales from it.

http://bellevuefacialspa.com/specials/

• Customer service team/ customer feedback

Some retail provides live chat where there is a real person or a robot use to answer and solve problems whenever the customer need to. Customers usually ask questions like fitting, sizing =, shipping, and payment problem…etc. That way consumers does not have to wait for email or phone call response which is a more time effective way to help customers.

http://appleinsider.com/articles/13/08/26/apple-rolls-out-revamped-applecare-support-page-with-live-chat-feature

Benefits of using social media marketing in mobile apps

The retail industry is one of the first adopters of social media to help the industry and to promote the brand/company in order to attract more new customers. It has been proven by the Mckinsey Global Institute Study that there are 85% of customer & retail companies who are using social media as their marketing strategy.

Social media marketing give retail businesses the competency to personalize consumer experience. If using social media marketing in a proper way, it can eventually boost sales for the company as in 2014, the top 500 retailers had earned £3.3 billion from social sales (Karr, 2014). Secondly, by doing promotions well, it may also gain more consumers starting to draw attention to the company and in the long term, there will be more customers in order to expand and strengthen their business. There are also 46% of web users look towards social media when making purchase in app(Karr, 2014). 53% of users who recommend companies and products in Twitter(Karr, 2014). 50% of customers made purchase which based on recommendation through social media(Karr, 2014).

Retailers who joined in social media marketing tend to have a strategy of gathering more insights of customer’s needs and wants, as well as the trends in the future. When customers know that the company do concern their needs, listen to it and make changes, it will gain customer loyalty to the brand.

Karr, D. (2014). [online] Available at: https://www.marketingtechblog.com/2014-statistics-trends-businesses-social-media/ [Accessed 4 Jan. 2018].

Lee, J. (2017). How do mobile apps change retail industry? | hello world. [online] Blogs.brighton.ac.uk. Available at: https://blogs.brighton.ac.uk/sjl41/2017/11/21/how-do-mobile-apps-change-retail-industry/ [Accessed 4 Jan. 2018].

McKinsey & Company. (2018). The social economy: Unlocking value and productivity through social technologies. [online] Available at: http://www.mckinsey.com/industries/high-tech/our-insights/the-social-economy [Accessed 4 Jan. 2018].

RetailTeam. (2018). Social Media And The Retail Industry – RetailTeam. [online] Available at: http://otretailteam.co.uk/blog/social-media-retail-industry/ [Accessed 4 Jan. 2018].

Mobile apps nowadays have effectively change the retail industry, since everyone owned a smartphone, people can easily access to any apps at any time wherever they are. People do not have to go out to the shop to get what they need instead, they can sit at home and browse all the products, avoiding from annoying sales and awkward moment when spending too much time on choosing the right product.

In fact, mobile apps can narrow the distance between customers and retailers. Mobile apps are not only a platform for the customer to buy what they want online, it is also a platform for retailers to get feedback and complaints from the customers in order to keep improving.

This is the Chaffey’s six digital media channels approaches to become successful.

(Chaffey, 2011)

Companies are using promotion tool in order to increase sales and revenue such as the power of public relation, email and viral campaign. Public relation has been defined as the managed process of communication between one and another; it is a method of delivering message and communicate to the target audience as to influence to aspire to response (Chaffey et al. 2006). Email is also an important in marketing, it tend to improve brand image since it delivered message directly to customers (Tezinde et al. 2012). Viral campaign is to spread messages from one to another, this method is an informal, peer to peer electronic exchange of information about a product or service (Cruz & Fill, 2008).

There are several ways of using retail mobile apps to enhance customers shopping experience using online promotion tools.

1. Retailers bring out additional information of the products

mobile apps provide additional information of the product, to let customers know more about the product such as key features, measurements, available size, color, as well as price comparison.

https://searchengineland.com/latest-google-shopper-app-offers-new-refinement-options-and-more-product-details-152226

2. Saved search results

mobile apps saved your search results and provide related or matching products for customers, therefore customers can make the right choice when purchasing product.

3. Social media marketing

mobile apps provide way to share the production and its information to your friends through different channels such as Facebook, Instagram or email.

https://www.nembol.com/products/import-products-from-shopify

More information:

https://sproutsocial.com/insights/social-media-for-retail/

4. Viral Campaign

Customers might get reward or a discount when they referred a friend to visit or purchase from the app, which both consumer and their friends benefits from it.

http://bellevuefacialspa.com/specials/

5. Opt-in email

Retailers provide loyalty program for returning/existing customers. Customers register with their email, they would be receiving emails or text messages when there are sale, promotions/offer, or new launching products. This can boost up the sales of the retailer since when people notice that there are promotions, they tend to spend more because they think that they actually save money for that.

https://blog.returnpath.com/50-ways-to-grow-your-email-list/

6. Easy payment

as everyone know that smartphone now provide fast payment, customers can easily pay by logging in or by fingerprints. customers can easily pay to purchase the product which decrease the time of deciding whether they should buy or not.

http://appleinsider.com/articles/16/02/09/apple-pay-in-app-transactions-rapidly-expanding-beyond-nfc-payment-terminals

7. Customer service team

mobile apps offer live chat platform for customers to solve their problem such as shipping, payment, sizing…etc. Customer might not need to wait for the response from email.

http://appleinsider.com/articles/13/08/26/apple-rolls-out-revamped-applecare-support-page-with-live-chat-feature

Useful additional resources:

Some examples of a good mobile business app

https://www.smartinsights.com/digital-marketing-strategy/10-examples-effective-mobile-business-apps/

Statistics of the use of mobile app

http://iminmarketer.com/why-mobile-app-for-retail-usage-is-on-the-rise/

Revolution of retail industry

https://www.accenture.com/gb-en/insight-internet-things-revolutionizing-retail-industry

References:

Chaffey, D. (2011). Digital marketing channels. [image] Available at: https://www.smartinsights.com/reach/attachment/digital-marketing-channels/ [Accessed 20 Nov. 2017].

Chaffey, D., Chadwick, F. E., Johnston, K. & Mayer, R. 2006. Internet Marketing: Strategy, Implementation and Practice. Essex: Pearson Education.

Cruz, D. & Fill, C. 2008. Evaluating viral marketing: isolating the key criteria. Marketing Intelligence & Planning, 26(7), pp. 743-758.

Tezinde, T., Smith, B. & Murphy, J. 2012. Getting permission: exploring factors affecting permission marketing. Journal of Interactive Marketing, 16(4), pp. 2-72.

Theseus.fi. (2013). Developing Online Promotion Mix For Mobile Application. [online] Available at: http://www.theseus.fi/bitstream/handle/10024/69821/Dieu+Hong+Tran_Thi.pdf;jsessionid=48F334F5D97C47B6C70452B60750A31F?sequence=2 [Accessed 20 Nov. 2017].

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