User:Malavika92/sandbox

Hey guys! Topics we'll be editing are eWOM, COBRAs, Youtube, Blogs, LinkedIn for the social media tactics!

Zohaib:testing testing

Malavika: Okay guys, this is a bit of what I have come up with, its not fully edited yet, but it talks about eWOM, COBRAs, and targeting. I'm still working on advertising on Youtube tactic..

--- Social media marketing involves the use of social networks, COBRAs and eWOM to successfully advertise online. Social networks such as Facebook and Twitter provide advertisers with information about the likes and dislikes of their consumers (REF). This technique is crucial, as it also provides the businesses with a “target audience”. With social networks, information relevant to the user’s likes is available to businesses that then advertise accordingly. Consumer’s online brand related activities (COBRAs) is another method used by advertisers to promote their products, activities such as uploading a picture of your “new converse sneakers to Facebook” (REF) is an example. Another technique for social media marketing is electronic word of mouth (eWOM), electronic recommendations and appraisals are a convenient manner to have a product promoted by consumer. ---

Malavika: This is additional writing; an example for eWOM, and Youtube strategies!

---An example of eWOM would be an online hotel review (Kim, Mattila & Baloglu, 2011); the hotel company gets free advertisement via social media. Alongside COBRA, eWOM is also a widely used technique, one that gives fast results.

Youtube is another popular avenue; advertisements are done in a way to suit the target audience. Details such as the type of language used in the commercials and the ideas used to promote the product reflect the audience.

Likewise, the fact that ads on the medium are usually in sync with the content of the video requested is another advantage Youtube brings for advertises. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also possible on Youtube, “for example, a user who searches for a Youtube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos (REF).” ---

Zohaib: I have an idea for the "campaign" section on the social media marketing page. We can add information about the recent "Kony 2012" youtube video that went viral.

Zohaib: LinkedIn is also a section that can be added and how it is used as a social media marketing tool

Hayley: I'm getting information on online petitions and protests and some examples on their strengths and weaknesses, so we can change the "Betty White" section (under Campaigns) to Petitions and Protests.

Hayley: So there's very little info on online petitions, especially having to do with marketing, so instead I'm looking to expand the section on cell phones.

Zohaib: Here is one of my parts that I am going to upload let me know if you guys think it's okay or if I need to make any changes.

Kony 2012
A short film released on March 05, 2012, by humanitarian group Invisible Children, Inc. This 29 minute video aimed at making Joseph Kony, an International Criminal Court fugitive, famous worldwide in order to have support for his arrest by December 2012; the time when the campaign ends. The video went viral within the first six days after its launch, reaching 100 million views on both Youtube and Vimeo. According to research done by Visible Measures, the Kony 2012 short film became the fastest growing video campaign, and most viral video, to reach 100 million views in 6 days followed by Susan Boyle performance on Britain’s Got Talent that reached 70 million views in 6 days.

LinkedIn
LinkedIn, being a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others. Through the use of widgets, members can promote their various social networking activities, such as Twitter stream or blog entries of their product pages, onto their LinkedIn profile page. LinkedIn provides its members the opportunity to generate sales leads and business partners. Members can use “Company Pages” similar to Facebook pages to create an area that will allow business owners to promote their products or services and be able to interact with their customers.

Malavika': This is the edited version, let me know if I should make any further edits, and if the headings are appropriate.

Targeting, COBRAs, and eWOM
Social media marketing involves the use of social networks, COBRAs and eWOM to successfully advertise online. Social networks such as Facebook and Twitter provide advertisers with information about the likes and dislikes of their consumers. This technique is crucial, as it provides the businesses with a “target audience”. With social networks, information relevant to the user’s likes is available to businesses; who then advertise accordingly.

Consumer’s online brand related activities (COBRAs) is another method used by advertisers to promote their products. Activities such as uploading a picture of your “new Converse sneakers to Facebook ” is an example of a COBRA. Another technique for social media marketing is electronic word of mouth (eWOM). Electronic recommendations and appraisals are a convenient manner to have a product promoted via “consumer-to-consumer interactions ”. An example of eWOM would be an online hotel review ; the hotel company can have two possible outcomes based on their service. A good service would result in a positive review which gets the hotel free advertisement via social media, however a poor service will result in a negative consumer review which can potentially ruin the company's reputation.

Yelp
Yelp consists of a comprehensive online index of business profiles. Businesses are searchable by location, similar to Yellow Pages. The website is operational in seven different countries, including the United States and Canada. Business account holders are allowed to create, share, and edit business profiles. They may post information such as the business location, contact information, pictures, and service information. The website further allows individuals to write, post reviews about businesses and rate them on a five point scale. Messaging and talk features are further made available for general members of the website, serving to guide thoughts and opinions.

Youtube
YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The type of language used in the commercials and the ideas used to promote the product reflect the audience's style and taste.

Also, the ads on this platform are usually in sync with the content of the video requested, this is another advantage YouTube brings for advertisers. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also possible on YouTube, “for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos .”

Hayley: So where I put (Not mine) that's the part that is already in the section, and it's just to show where each part that I wrote goes. I typed this out roughly in word and then revised it once.

Blogs
Everyday there are more reasons for companies to use blogging platforms to their social media repertoire. Platforms like LinkedIn creates an environment for companies and clients to connect online. Companies that recognize the need for information, originality and accessibility employ blogs to make their products popular and unique, and ultimately reach out to consumers who are privy to social media.

(Not mine) Blogs allow a product or company to provide longer descriptions of products or services. The longer description can include reasoning and uses. It can include testimonials and can link to and from Facebook, Twitter and many social network and blog pages. Blogs can be updated frequently and are promotional techniques for keeping customers. Other promotional uses are acquiring followers and subscribers and direct them to your social network pages.

In a similar fashion, online communities benefit businesses because they enable them to reach the clients of other businesses using the platform. These online environments can be accessed by virtually anyone; therefore consumers are invited to be a part of the creative process. To allow firms to measure their standing in the corporate world, Glassdoor is a site where employees can place evaluations of their companies.

Some businesses opt out of integrating social media platforms into their traditional marketing regimen because their employees dislike such isolated online environments. There are also specific corporate standards that apply when interacting online. Other corporations fear that the general public have too much power over how their marketing is perceived, due to the accessibility of Internet-retrieved information. To ensure having the advantage in a business-consumer relationship, businesses have to be aware of four key assets that consumers maintain: information, involvement, community, and control.

Social Media Marketing Mishaps
Social media marketing provides organizations with a way to connect with their customers. However, organizations must protect their information as well as closely watch comments and concerns on the social media they use. A flash poll done on 1225 IT executives from 33 countries revealed that social media mishaps caused organizations a combined $4.3 million in damages in 2010. The top three social media incidents an organization faced during the previous year included employees sharing too much information in public forums, loss or exposure of confidential information, and increased exposure to litigation. Due to the viral nature of the internet, a mistake by a single employee has in some cases shown to result in devastating consequences for organizations.

An example of a social media mishap includes designer Kenneth Cole's Twitter mishap in 2011. When Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo -KC". This reference to the 2011 Egyptian Revolution drew objection from the public; it was widely objected to on the internet. Kenneth Cole realized his mistake shortly after and responded with this tweet: I apologize to everyone who was offended by my insensitive tweet about the situation in Egypt. I've dedicated my life to raising awareness about serious social issues, and in hindsight my attempt at humor regarding a nation liberating themselves against oppression was poorly timed and absolutely inappropriate.

Numerous additional online marketing mishap examples exist. Examples include a YouTube video of a Domino's Pizza employee doing unspeakable things to pizza ingredients, which went viral on the internet. A Twitter hashtag posted by McDonald's in 2012 attracting attention due to numerous complaints and negative events customers experienced at the chain store ; and a 2011 tweet posted by a Chrysler Group employee that no one in Detroit knows how to drive.