Chapter 10: Social Media I

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Presentation transcript:

Chapter 10: Social Media I

Chapter Objectives Describe the virality formula and use it to increase the likelihood of a social media campaign “going viral.” Describe the parts of a social media campaign plan and use this plan to design an effective campaign. Determine effective ways to use Facebook in a social media campaign.

Social Media Myths Social media is free Good social media must go viral Social media will replace traditional media Good social media must reach millions of people A good social media campaign can fix most other problems Social media should function independently of traditional media

Virality Top viral videos of all time https://www.youtube.com/playlist?list=PL6AE4481D43F3E5E4

Virality 1 person watching the video = X more views X = pf * N * pv pf is the probability of forwarding N is the number who receive or see the forward pv is the probability of viewing the forward

Social Media Plan Determine the objective Plan the content Distribute and promote content Measure success

Bonobos

Objective Sell clothes

Content

Distributing and Promoting Content

Measures of Success Page Likes (370K) New Page Likes (840) Re-shares (1, 0, 2, 2, 1 on example posts) 1.7K “People Talking About This” Content views Conversion rate

Red Mango

Objective Keep Red Mango top of mind

Content

Distributing and Promoting Content

Measures of Success Page Likes (830K) New Page Likes (1.9K) Re-shares (17 comments on poll, 8, 11, 60, 12 on example posts) 10.9K “People Talking About This” Content views

Skull Candy

Objective Sell headphones online Build the Skull Candy brand

Content

Distributing and Promoting Content

Measures of Success Page Likes (2.2 million) New Page Likes (1.9K) Re-shares (0, 1, 0, 4, 1 on example posts) 3.7K “People Talking About This” Content views Conversion rate

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