Social media marketing models and frameworks explained.

1. Social Media Marketing
Frameworks
Adam Acar PhD
Author of Culture and Social Media

2. How Does Social
Media Work?
Paid
Media
TV, radio,
magazines,
newspapers,
outdoor ads,
banner ads, etc.
Owned
Media
Brand’s website,
applications, mail
magazines,
brand’s Facebook
page, brand’s
Twitter account
Earned
Media
Fans’ posts on
Facebook, fans’
posts on Youtube,
Fan’s posts on
Twitter, any kind of
word of mouth, etc.
Creates brand
relationships because
people want to be closer to
brands they love
Creates Brand Awareness
because more people are
exposed to the brand
Generates Brand Trust
because WOM is more
believable
Ordinary people
Hard core brand users

3. Altimeter’s Consumer Decision
Making Cycle
Evaluation
Purchase
Experience
LoyaltyAdvocate
Awareness
Consideration

4. How do consumers make a
decision? Dentsu’s AISAS model
Attention
Consumers notice
the brand’s
presence
Interest
Consumers’
interest increases
after interacting
with the brand
online or
interacting with
other people
online
Search
Consumers
search more
information by
using search
engines, social
media or other
platforms
Action
(purchase)
Advocacy/Sha
re
Customers share
their experiences
via social media

5. Why do consumers like branded
fan pages?
Attitude
toward the
brand fan
page
Attitude
toward the
brand
Purchase
intention
Entertaining
content
Identification
with the
brand
Belief that the
brand can be
used for self-
presentation
Economic
incentive
(e.g. like and
win)
Informational
content
Source: Kleine-Kalmer & Burman , 2012)

6. What kind of social media
campaigns do brands run?
Consumer Tasks in
Social Media Promotions
Upload a photo,
video or something
you make/create
Answer a
question/
answer quiz
Mention the
brand in your
messages or
post special
messages by
including the
brand
tag the brand in
your pictures or
tag yourself in
the brand’s
pictures
Check in at a
certain place
Use the brand
creatively and
upload your
artwork/photo/
video to the
brand’s page
vote for one of
the options
provided
(flavor, design,
logo, slogan,
charity
organization
etc.)

7. What is “social” corporate
strategy?
Co-ops/Non-profits
Not profit driven, the
goal of the company is
transforming society by
educating and
empowering people
Very Social
Corporations
Has own social media
platform, social media is
the main focus of the
brand, uses crowdsourcing
as much as possible, Value
co-creation is the main
focus, Business model is
based on a social premise
Social Corporations
Uses crowdsourcing and
value co-creation
occasionally, very active
in social media, has some
CSR activities, allocates
a significant amount of
budget for social media
Ordinary Corporations
Uses social media
because competitors are
using it, uses only major
social media tools, does
not allocate a significant
amount of budget for
social media
Some B2B companies
These companies do
not openly engage with
their clients in social
media. They are not
concerned about not
being very “social”
Coca-Cola and Toyota
They use social media
as much as possible
and they use various
platforms but for them
social media is just a
tool to drive sales.
Starbucks,,Etsy
These companies have a
very clear social mission
and they cannot function
well if they don’t actively
interact with local
communities and
customers
Grameen Bank’s goal is
reducing poverty not
giving dividents to
investors. It is owned
by the poor people and
the goal of the
corporation is not
profit maximazation

8. Promotional Social Media Strategy
Objectives
WHAT IS THE
PURPOSE?
Short term Goals:
What is the brand trying
to achieve?
*Increasing awareness
*increasing brand engagement
*motivating people to buy
*motivating people to try
*motivating people to come to
store *motivating people to
share info *enabling people to
discover *increasing loyalty,
*strengthening brand image,
upselling, cross-selling(selling
more products to the same
customers), *getting Free PR,
*WOM, etc.
Long Term
Goals/Indirect Effects
What happens when the
campaign is over?
*Repeat purchase, *increased
loyalty * increased user base
*contribution to the brand
image *contribution to other
businesses * access to
influencers * ability to contact
with the participants in the
future, etc.
Channels
WHICH SOCIAL
MEDIA CHANNEL?
#Number of
Platforms
*Only one platform
*Multiple platforms
*A new platform (own or
other)
*Websites, blogs,
forums,
*QR/AR
*A new application (s)
Ratio of Offline
Activities/Mobile
*Offline touch points
(e.g. in store activity,
booths in public places,
etc.)
*Heavily mobile ( Check-
in, offline tasks,
campaign is only
available at a certain
place at a certain time,
etc.)
Participants
WHO IS THE
TARGET?
Current
fans/customers
Current suppliers and
distributors
Friends of currents fans
A person or group
current fans designate
New fans/prospects
Any user on the
platform
Specific users of the
platform
Any person that our
message reaches
Specific segments that
we reach
Techniques
WHAT KIND OF
PROMOTION?
Traditional
Promotional
Techniques
Coupons, contests,
sweepstakes etc.
Original Promotional
Techniques
(possibility to get
Free PR)
Incentives
WHY SHOULD
PEOPLE
PARTICIPATE?
Motivations
*Curiosity *Immediate
benefit *introduced by
a friend *triggered by
a purchase *virality of
the campaign *social
expectations *group
identity *fun *fantasy
*convenience
*boredom
Rewards
*Cash
*product(s) *gift
card * discount
*points
*enjoyment/fun
*social rewards

9. How do companies use social
media?
Social
Media
Communicate EXPERTISE
A brand must be an expert in
an area. A furniture brand
must be an expert in home
design and a shampoo brand
must be an expert in hair
care. Educating people about
the area of expertise would
build trust and credibility.
Leverage CORE USERS
All brands have core users
who really love those brands.
Social media should be used
to share the opinions and
views of the hard core brand
users.
Build a
COMMUNITY/Forum
Having a community or forum
about the brand would
attract more attention and
also increase brand
affinity/repeat purchase
rates.

10. Why do companies use social
media?
Immediate
NetworkEffects
Faster&Cheaper
Retention
EasytoMonitor
A magazine ad
may reach one
person one time
only. However,
if a consumer
becomes a fan
in social media,
companies can
send a message
to that person
over and over
again.
Traditional
media is one
way
communication.
However, social
media is
interactive and
more
importantly
social media
makes it very
easy to share
content
(frictionless
sharing) so the
recipients can
easily share
messages with
their network
members.
The effects of
social media can
be seen right
away where in
traditional
media it may
take months to
see any media
effect.
Producing
content is faster
in social media.
It costs money
to create a TV
program or a
radio program
but maintaining
a Youtube
channel or a
Facebook page
does not cost
much.
The behavior of
recipients in
social media can
be easily
monitored hour
by hour, day by
day (likes,
shares, views,
comments,
etc.).

11. What is the most effective social
media platform?
 This depends on the product category but a study found
that blogger relations (collaborating with influential
bloggers or vloggers) is the most effective method.
Blogger
Relations
Blogging
Social Media
SEO
Multimedia
Content
Sharing
Email Content
Sharing
Microblogging
Social
Networks
Cost
Effectiveness
Source: Iris Utz, 2012

12. What are some creative social
media campaigns?
This link has many examples:
 http://adamacar.wordpress.com/2014/06/04/social-
media-promotional-campaigns/

13. How do brands increase their
social media followers?
 Ask their current customers to follow their page by giving them a compelling incentive.
 Buy targeted ads on Facebook or promoted trends on Twitter. Advertising on social media platforms makes brands
more visible to many people who may not know about them.
 Ask people to follow their social media page via traditional tools (e.g. Print ads, TV ads, product package, etc.)
 Post funny/cute/popular images or quotations that are not necessarily related with their brand.
 Join interest networks (e.g. LinkedIn, Cookpad, Nico Nico Douga, Cosme etc.) and promote their major social media
account in those networks.
 Collaborate with active bloggers and influential people and making them promote their social media accounts.
 Give prizes to new followers (every single follower or selected followers by lottery). Some prizes can be coupons,
cash, gift cards, discounts, points, badges, brands’ own products, popular products (e.g. the IPad), vacation,
appearing in an ad, etc.
 Actively follow people on Twitter, Yotube and blogs and then expect that they will follow the brand’s account back.
(E.g. if a person follows you on Twitter, you can also ask that person to follow your brand on Facebook as well or vice
a versa)
 Creating a viral video or organizing a sensational event that will put a spotlight on the brand’s social media account.
Most branded viral videos are long commercials that tell an emotional story. Last year Red Bull sponsored Felix
Baumgartner’s jump from the stratosphere which was live broadcasted via Youtube and watched millions of times.

14. What do brands communicate
via social media?
1. Information about the brand/product, brand attributes, etc.
2. Image(s) of an existing/new products
3. Benefits of or feeling of using the brand in a fun/interesting/unique way
4. The results of using the brand (e.g. a testimonial by a user, (Nikon camera--- a picture taken by the camera, Kikkoman--- picture of a meal
with Kikkoman, a picture of a fan using the brand, etc.)
5. Brand’s advertisement or brand’s promotional or informational video/image
6. Brand, package logo or branded material is an art form or part of nature (A statue made out of Coke bottles, script on a coffee
cup(Starbucks))
7. Brand serves community, brand supports a person, people, a cause. Brand’s social mission, brand’s CSR activities
8. Sponsorships, events organized by the brand, events related to the brand, TV program related to the brand or mentions the brand etc.
9. Information, suggestions, recommendations about the brand or the product category (recipes, fashion tips, infographics, etc.)
10. Expert advice, interviews with experts, experts picks, experts’ favorites.
11. Behind the scenes (how the product is being made, the research lab, how employees are preparing, etc.)
12. Brand is part of users’ life (e.g. a user has a Coke tattoo on his arm, user is holding brand’s logo, or Coke bottles in ones room)
13. News, blog posts, videos related with the brand, corporation, product category, etc.
14. News, blog posts, videos unrelated to brand/product category
15. Questions: 1- Fill-in-the-blank (Kikkoman is best used for …….) 2- either Or : Do you like Kikkoman light or Kikkoman original?
16. Polls Related with the brand, brand’s history: When was Kikkoman founded? Unrelated to the brand: What is your favorite holiday meal?
17. Photo question: Do you know what ethnic dish this is? Where’s this photo taken? Come up with a caption for this photo. what goes well with
this t-shirt? Etc.
18. Reminders about campaigns, promotions, events offers (Our Spring campaign will be over in 2 days!!!)
19. Celebrations, holidays, happy birthday, special days, congratulations, cheers, related with celebrations (Happy 4th of July, happy Friday, etc.)
20. Cute, funny, humorous, interesting, relaxing image/text unrelated to the brand or product (relaxing scenery, babies, cats, etc.)
21. Quotations, cartoons, memes.
22. Appreciation, gratitude (thanks for following us, we reached …. fans, thank you)
23. Sharing a fan’s or another user’s post
24. Intriguing posts (share this if you feel happy today, like this if you can spot the elephant in this photo, etc.)
25. Featuring the company’s employees, employee’s favorite products, employees picks, etc.
26. Brand in the media, brand covered by the media organs, blogs, etc.
27. Spotlighting partners, spotlighting fans
28. News (what is going on, what is new)
29. New profile photo, new profile cover
30. User tips, tricks, How-to’s