Literature Review Measuring Social Marketing The often-unanswerable prediction is whether online marketing campaigns will be effective in the short and long terms (Oracle, 2008). Online 2008). Online marketing is diffic difficult ult to execut execute e succes successfu sfully lly and measur measure e adequa adequately tely (Ranaweer (Ranaweera a & Prabu, 200!). The 200!). The quest for reliable metrics means that some marketers will shy away from implementing online tactics that draw only short-term attention to tact tactic ics s that that actu actual ally ly allow allow for for pros prospe pect ct iden identi tifi fica cati tion on and and capt captur ure e of behavioura behaviourall data (Riegner, (Riegner, 20""). 20""). Based on #rusov, $ucklin an% Pauwels (200), (200), much much of what what happ happen ens s in soci social al mark market etin ing g are are litt little le more more than than experimental, or simply about “insights rather than metrics!
"any marketers feel the need to “tick the social media box and demonstrate how cutting edge they are, while the primary drivers of their campaign remain embedded embedded in traditiona traditionall media ('uba & Lincoln, "")! "")! There is a need to affect a paradigm shift from a traditional “more is better approach! #hile many social marketers fixate on volume metrics $website traffic, hit rates, clicktroughs, time spent on-line, postings etc!%, successful social marketing often depends more on qualitative metrics for desirable signs of the tone, quality and customer benefit of the interaction (ronin, $ra% & *ult, 2000+ iser, 200)! 200)! &uch metrics not only measure whether people are engaged, but how they are engaging (-eller & $err, 200)! 200) ! 'owever, such metrics often need to be customi(ed for individual campaigns and need to be considered in the pre-launch phase, ideally incorporated in message testing (Robe, 20"").
$aker (200) stated (200) stated that consumers learn about brands through social media! *arri%ge an% /uinton (20"2) estimated (20"2) estimated that consumers generated more than )** billion impressions about products and services through social media in +* +*, appro approxim ximate ately ly one-q one-quar uarter ter of the number number of impres impressio sions ns create created d through all forms of online advertising! Those earned media impressions help people learn about products!
n a recent study, Riegner (20"") found that .acebook users are over )*/ more likely to recall an ad when their friends are featured in it! .or instance, the percentage of consumers who use ratings and reviews to inform their decisions about online purchases increased from +/ i n +**0 to )1/ in +*! 2onsumers increasingly consult social media as they purchase!
-alan an% *aenlein (20"0) they define social media as “a group of nternet based applications that build on the ideological and technological foundations of #eb +!*, and allow the creation and exchange of user generated content!
Sinclaire an% 1ogus (20"", 2) cite O3Reill3s (2004) definition3 “social media is a broad term that describes software tools that create user generated content that can be shared! 'owever, there are some basic features necessary for a website to meet the requirements as a social network website3 the site must contain user profiles, content, a method that permits users to connect with each other and post comments on each other4s pages, and 5oin virtual groups based on common interests such as fashion or politics! ('ross & 5c6uisti, 2004+ 7llison, Steiniel% & La9e, 200:+ Lenart & Ma%%en, 200:+ ;in%er, 200:+ $o% & 7llison, 200: as cite% in o< 20"0).
The phrase social networking sites4 is often used interchangeably with social media! 'owever, social media is different because it allows participants to unite by generating personal information profiles and inviting friends and colleagues to have access to those profiles (-alan an% *aenlein 20"0)! Thus, social media is the environment in which social networking takes place and has altered the way in which consumers gather information and make buying decisions!
&ocial media has advanced from simply providing a platform for individuals to stay in touch with their family and friends! 6ow it is a place where consumers can learn more about their favourite companies and the products they sell! "arketers and retailers are utili(ing these sites as another way to reach consumers and provide a new way to shop! “Technology related developments such as the rise of powerful search engines, advanced mobile devices and
interfaces, peer-to-peer communication vehicles, and online social networks have extended marketers4 ability to reach shoppers through new touch points (Sankar et al. 20"")!
Pal9er an% Lewis (200) &ocial media has gained a lot of popularity over the past few years and as a result of this popularity, other traditional "edia have experienced decline in both business and popularity! They argued that the main stream media channels have faced many challenges in recent times that have led to closure with T7 facing down turn in their profits levels! 8almer and 9ewis are correlating the performance of these traditional channels to the rise of social media in marketing and brand management! :s a result of completion and tough economic environment, companies have tightened their budgets especially advertising budgets which have shifted to online channels!
:ccording to orrester researc stu% (20"") b 7rnst.=, >avi% M. an% ooerstein, >ernoga M, found that companies $brands% are gradually shifting their advertising priorities to align better with today;s buyers! Today4s buyers are tech savvy and social media maniacs! Therefore it is the proliferation of the social media network services in brand management and marketing that bring us to the attention of social media networks! .irst, the researcher will define social media and then outline those networks that are driving the debate!
2haffey et al! $+**<% describe internet marketing as the application of the nternet and related digital technologies to achieve marketing ob5ectives $2haffey et al! +**<, %! These marketing ob5ectives can be reali(ed by use of social media networks which is a subset of internet application! &ocial media networking platforms serve as a tool for marketers (/ual9an, 20"0)! This implies that .acebook, twitter etc! are means of accomplishing marketing strategies through the internet! t is therefore imperative for marketers to find suitable platforms to suite their marketing ob5ectives! : good marketing ob5ective enables marketers to acquire new customers, while retaining the already existing ones through customer satisfaction!
-alan an% *aenlein (20"0) define social media as “a group of nternet based applications that build on the ideological and technological foundations of #eb +!*, and allow the creation and exchange of user generated content! :ccording to =aplan and 'aenlein $+**% web +!* is a platform where content is continuously altered by all operators in a sharing and collaborative way! #eb +!* is a web based technology which helps to create highly interactive platforms through which individuals and communities share, co-create, discuss and modify user >generated content! &ocial media are the websites which are build upon the technological foundations of web +!* that help a user to create use generated contents that can be shared! This technology allows a user to create and publish the content on the social media networks! This information can be shared with other members of the social media website, who are connected with the user! This process is interactive where other members can also respond in different ways!
Mangol% an% aul%s (200) describe ?social media as the set of online word of mouth forums which includes blogs, discussion boards, forums or social networks to name a few! @sing all mobile and web-based technologies, social media creates highly interactive platforms by bringing together individuals and creating communities! nternet has a lot of websitesA each of them has different functional attributes and caters to different sections of society! #ebsites like facebook are for general masses but 9inkedn is focused on professional networking! "edia sharing sites $i!e! ouTube, 8icassa and .lickr% or blogging platforms $i!e! blogspot, wordpress% are also members of this ecosystem called social media (-iet?9ann et al., 20"")! &ocial media has equipped the organi(ation to establish an direct relationship with the consumers! Both of the organi(ations and consumers are free to generate content on the web pages, which further leads to conversations and discussion! Organi(ation on one end are provided with an opportunity to share their information with a large base of customers and on the other end consumers are also free to publish any content whether positive or negative regarding the information
;einberg (200) defined social media marketing is a new marketing strategy which almost every business is adopting to reach their consumers on the virtual networks! f you have an idea and you want it to reach millions, at a very little cost, then social media is the only way-out! Cntertainment companies were the first to adopt the social media as a promotional tool! #einberg $+**0% has defined social media marketing as the process that empowers individuals to promote their websites, products, or services through online social channels and tap into a much larger community that may not have been available via traditional channels! &o if we keep it simple, social media marketing is the process where organi(ations use social media websites to build rush on their company official websites! t does not stop here but organi(ations also inform the potential customers of happenings in the organi(ation, launch of the new model or product and latest news about the organi(ation through social media applications!
'or%a9er (200) has related social media marketing to the relationship marketing where firms need to shift from “trying to sell to “making connections with the consumers! This explanations of social media marketing takes us to the other side of marketing, where building relations with the potential consumers is the key to repeated purchases and enhanced brand loyalty! &ocial "edia is an innovative tool that organi(ations use for creating a very strong public relation with the customers on the virtual networks (=an & -an, 20").
"aintaining public relations through social media has become easy because a large number of potential consumers are available on the virtual networks! :nd making connection with consumers using social media is only some clicks away! Today4s customers are more powerful and busyA therefore, companies should be reachable and available in every social media communication channel such as .ace book, Twitter, Blogs, .orums at any time ('or%a9er, 200)! Cxploiting the opportunities provided by the social media communication channels is important for every organi(ation
Social 9e%ia ave increase% oularit
n recent years, social networking sites and social media have increased in popularity, at a global level! .or instance, .acebook is said to have more than a
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$www!facebook!com%! &ocial networking sites can be described as networks of friends for social or professional interactions (#rusov, $ucklin, & Pauwels, 200)!
ndeed, online social networks have profoundly changed the propagation of information by making it incredibly easy to share and digest information on the internet (5kri9i & -e9ake9, 20"2)!
The unique aspects of social media and its immense popularity have revolutioni(ed marketing practices such as advertising and promotion (*anna, Ro9, & ritten%en, 20"")!
&ocial media has also influenced consumer behaviour from information acquisition to post-purchase behaviour such as dissatisfaction statements or behaviours (Mangol% & aul%s, 200) and patterns of nternet usage (Ross et al., 200+ Laroce et al., 20"2)
Merse, Maltouse, an% al%er (20"0) &ocial media websites provide an opportunity for companies to engage and interact with potential and current consumers, to encourage an increased sense of intimacy of the customer relationship, and build all important meaningful relationships with consumers especially in today4s business environment when consumer loyalty can vanish at the smallest mistake, which can additionally have online propagation of their unfortunate encounter with a particular product, service, brand or company
>onovan & *enle3s (200!) : key distinction separating Eonovan F 'enley4s $+**<% definition of social marketing from most other definitions is the notion of supporting involuntary behaviour changes amongst target audiences! Eonovan F 'enley suggest that an influence on upstream decisions that impact on involuntary audience behaviours is appropriate and a legitimate use of social marketing!
&ocial marketing is often more complex than commercial and not-for-profit marketing! The issues are likely to be far more complex $e!g! reducing harmful gambling or smoking behaviours versus purchasing products such as a can of coke or a bike%! The number and nature of relationships can be far more
complex $e!g! buying shelf space in a supermarket compared to negotiating with politicians, Government agencies, General 8ractitioners and service providers to fund and deliver specific servicesA trying to get industry to restrict products that can contribute to harmful behaviours, particularly where it adversely affects their bottom line% and the competition can be particularly challenging $e!g! trying to manage global multi-billion dollar industries%, a requirement for increased consumer involvement and effort $having to turn up to regular appointments%, overcoming ingrained behaviours and values $>onovan an% Mc>er9ott et al, 2004)
$usiness *ori?ons (200) the emergence of nternet-based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them! Thus, the impact of consumer-to-consumer communications has been greatly magnified in the marketplace!
This article argues that social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a non-traditional sense it enables customers to talk directly to one another! The content, timing, and frequency of the social media-based conversations occurring between consumers are outside managers4 direct control! This stands in contrast to the traditional integrated marketing communications paradigm whereby a high degree of control is present!
Therefore, managers must learn to shape consumer discussions in a manner that is consistent with the organi(ation;s mission and performance goals! "ethods by which this can be accomplished are delineated herein! They include providing consumers with networking platforms, and using blogs, social media tools, and promotional tools to engage customers
5a? @anAi (20") to find out, Track"aven examined full-year +*) social media follower data for +H,0H) brands across a wide range of industries! The researchers determined the median monthly follower growth percentage per brand on .acebook, Twitter, nstagram, 9inkedn, and 8interest! Brands;
median annual follower growth was D+/ last year across the five ma5or social networks examined! 8ut another way3 a typical, middle-of-the-road brand had D+/ more followers on .acebook, Twitter, nstagram, 9inkedn, and 8interest combined at the end of +*) than it did the beginning of the year! The highest growth rate was for nstagram, with the median number of followers increasing H-I/ month over month! :nnually, brands; median growth in number of followers was **/ on nstagram in +*)! Brands grew their .acebook, Twitter, and 9inkedn audiences by nearly a quarter last year $+, +, and +D/ median annual follower growth, respectively%! The smallest annual follower growth rate occurred on 8interest $+*/%
-alan an% *aenlein (20"0) they describe social media as “a group of nternet based applications that build on the ideological and technological foundations of #eb +!*, and that allow the creation and exchange of usergenerated content! #eb +!* technologies on the &ocial #eb permit two-way conversations with consumers enabling brands to listen to consumers and respond $ournier & 5ver, 20"")! 2onsumers and organi(ations alike are increasingly using the web to discuss, share, and collaborate (=ones, 20"0)!
Mangol% an% aul%s (200) social media has caused a significant change in the strategies and tools companies use for communicating with customers! They argue that “social media combines characteristics of traditional "2 tools $companies talking to customers% with a highly magnified form of wordof-mouth $customers talking to one another% whereby marketing managers cannot control the content and frequency of such information! 2ompanies are limited in the amount of control they have over the content and distribution of information! gnoring such user-generated content is not an option! 2ompanies must be able to monitor and respond to conversation, both positive and negative, surrounding the brand! There are ways however, that companies can influence discussions in a way that is consistent with the organi(ation4s mission! &ocial media marketing enables companies to achieve
a better understanding of customer needs in order to build effective relationships!
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