Chapter 3 The Role of Social Media Marketing in Marketing Funnel 行 銷 漏斗

1. Chapter 3The Role of Social Media Marketing in Marketing Funnel 行銷漏斗 Direct quotes for source: Shiv Singh, 2017, "Social Media Marketing for Dummies," John Wiley & Sons Canada, Ontario. Prepared & EDITED by: Celeste Ng, 2018

2. Content • Introduction to “Marketing Funnel” --- 5 stages • SMM Stage 1 – awareness --- 5 ways (YouTube I FRB) • SMM Stage 2 – consideration --- 5 ways • SMM Stage 3 – preference --- 3 ways • SMM Stage 4 – action --- 2 ways • SMM Stage 5 – loyalty --- 2 ways • Role of SMM in Brand Marketing --- what SMM is 品牌曝光 品牌考慮 品牌選擇 品牌商品購買 品牌忠誠

3. Marketing Funnel – Introduction(source: https://transbiz.com.tw/marketing-funnel/ ) Prepared by: Celeste Ng, 2018

4. Marketing Funnel – Introduction(source: https://visual.ly/community/infographic/business/modern-marketing-funnel)

5. Marketing Funnel – Introduction(source: https://smollet.com/how-do-marketing-and-sales-funnels-work/) The aim of your marketing strategy is to convince them that your brand can satisfy their need. Social media is arguably the most powerful platform for evoking emotions and promoting persuasive triggers. Prepared by: Celeste Ng, 2018

6. Putting SMM in the Context of the Marketing Funnel - Introduction 品牌曝光 品牌考慮 • The traditional marketing funnel (行銷漏斗) typically has five stages, as defined by Forrester. • The last stage (loyalty) has the fewest people. … therefore, among the most valuable 品牌選擇 品牌商品購買 品牌忠誠 Edited by: Celeste Ng, 2018

7. Putting SMM in the Context of the Marketing Funnel – 1-Awareness stage (1) 品牌曝光 • 1-Awareness stage: • is where you introduce potential customers to your brand. … and encourage prospective customers to remember your brand name so that when they do make a purchase in the future, they include your brand in their consideration mix. • Typically marketers • Use television, radio, print, and direct mail to build awareness • Sponsor events, conduct promotions, and invest in product placements • Use public relations professionals to influence editorial content in magazines and newspapers. • In the digital realm • Use display advertising on major websites, • Paid searches for category-related keywords, and • Email marketing

8. Putting SMM in the Context of the Marketing Funnel – 1-Awareness stage (2) 品牌曝光 • SMM tactics 相關的社群媒體行銷策略 • 1. Publish advertisementsto YouTube and tag them with category terms, e.g. • Use the tagsorange, orangejuice, beverage, vitaminand drink, in addition to the brand name. • Highlightthese YouTube video clips on the corporate website, too. • 2. Nurture relationships with expert influencers, such as • Bloggers who publish content related to the specific product category you’re marketing.

9. Putting SMM in the Context of the Marketing Funnel – 1-Awareness stage (3) 品牌曝光 • 3. Set up a Facebook fan page, a Twitter account, and a Linkedln profile. • Run polls運行民意調查, offer special discounts, publish games, promote coupons 宣傳優惠券, • Boost that content with paid advertising so that it reach the right people. • 4. Allow new customers to broadcast their purchases to their social networks. • Each time a customer makes a purchase, you can ask her whether she would like to announce the purchase on her favorite social network. Services like StrongView and ShareThis, along with Facebook Connect, allow you to set this capability up on your website for your customers. • Services from companies like AddThis (www.addthis.com) and ShareThis (www.sharethis.com) allow you to make your content sharable. 讓你的消費者可以在你的粉絲頁po他對你的商品的感想

10. AddThis (http://www.addthis.com/get/share ) Prepared by: Celeste Ng, 2018

11. ShareThis (www.sharethis.com; https://platform.sharethis.com/get-share-buttons ) Prepared by: Celeste Ng, 2018

12. Example(source: https://transbiz.com.tw/marketing-funnel/ ) Prepared by: Celeste Ng, 2018

13. Putting SMM in the Context of the Marketing Funnel – 2-Consideration stage (1) 品牌考慮 • 2-Consideration stage: • Use tactics like: • Product comparisons, special promotions, sales discounts, decision tools, and calculators to convince prospects. 可用的戰術包含:商品比較,特別促銷,商品打折等等 • SMM tactics 相關的社群媒體行銷策略 • Social media marketing plays the most important role at this stage. … because influencers help a prospect determine whether he should make the purchasing decision • “On Brands and Word of Mouth" that appeared in the Journal of Marketing Research in August 2013 showed that people spread the word on brands online for three reasons: social, functional, and emotional.

14. Putting SMM in the Context of the Marketing Funnel – 2-Consideration stage (2) 品牌考慮 • SMM tactics (continued)相關的社群媒體行銷策略 • Publish customer ratings and reviews on the corporate website. • Point to authoritative third-party reviews. • Encourage prospects to discuss the products. • Make it easy for them to take the product into Facebook to solicit opinions from others using services like ShareThis (www.sharethis.com), • Pointing users to the brand's business page on the social networks, and including email links, too. • Connect prospective customers to each other. • Create spaces where prospective customers can exchange notes on the potential purchases that they’re considering. • Set up a Twitter account and respond to customer queries. • Twitter is useful for customer service. 在你的網站公開消費者給你商品的評論 利用權威的第三方評論 鼓勵潛在客戶討論您的商品 幫助客戶與枯客戶之間的聯繫 回覆客戶的問題

15. Putting SMM in the Context of the Marketing Funnel – 3-Preference stage (1) 品牌選擇 • 3-Preference stage • Customer likes the product that you’re pushing him toward. • By this time, … is concerned with confirming that he's getting good value for his money and that his purchase will be suitable for his needs. • You may offer free trials and 30-day money-back guarantees. • Hope your prospective customers have developed an emotional attachment to your brand. Because….要你的潛在客戶對你的商品產生一種情感的依賴 • The prospective customer also views user-generated content about your brand at this stage. • It's important that you establish a trusted relationship with the prospective customer. .... • The prospective customer needs to feel that he will get good customer service after he makes the purchase • Make sure to spend time answering questions, resolving product issues, and discussing how the product is evolving 要你的潛在客戶對你的商品產生一種情感的依賴 讓潛在的客戶知道他未來會獲得很好的客服 回覆客戶的問題

16. Putting SMM in the Context of the Marketing Funnel – 3-Preference stage (2) 品牌選擇 • SMM tactics 相關的社群媒體行銷策略 • A blog, or several blogs, that discuss the product • Podcasts播客with interviews and product explanations an appealing way to explain the product to prospective customers in an engaging fashion when you’re not in the room with them • YouTube video clips of product demonstration • Demonstrating the product and explaining its benefits are helpful. 語音檔記錄和播放你跟客戶的 訪談

17. Putting SMM in the Context of the Marketing Funnel – 4-Action stage 品牌商品購買 • 4-Action stage • Is when the prospective customer makes the purchase and becomes an actual customer. • Focus on making the process as smooth, efficient, and hassle free as possible. • Also serves as an opportunity to upsell向上銷售other products and services. • SMM tactics相關的社群媒體行銷策略 • Highlight related popular products. • the Gap.com example, showcasing popular products relating to the ones already in the shopping carts often leads to impulse purchases. • Provide tools to broadcast the purchase. • The customer should have the tools to easily broadcast his purchase to his various social networks. 有購物車, 還有展示跟購物車相似的商品 有Social Sharing的工具可以讓消費者公開他的購物

18. Putting SMM in the Context of the Marketing Funnel – 5-Loyalty stage 品牌忠誠 • 5-Loyalty stage • Loyal customers are often the best marketers for your company. With social media marketing, loyalty plays an even large role. • You can incentivize your loyal customers to encourage their peers to test the product and make a purchase as well. • 激勵您的忠實客戶 • SMM tactic相關的社群媒體行銷策略 • The best way to encourage loyal customers to influence their peers is to start by encouraging them to talk about the product. • Social media marketing can help at the loyalty stage is by connecting prospective customers with loyal customers.

19. Role of SMM in Brand Marketing • Execution tactics of social media marketing (SMM)are • More community and socially oriented. • Is fundamentally about engaging with expert, referent, and positional influencers • Places extra emphasis on peer-to-peer marketing點對點營銷 • Social media marketing resembles 相似 : • relationship marketing in that both focus on the relationship, not just the point of sale, and • are more personal in nature. • The difference is that: • relationship marketing focuses on establishing deeper, longer-term relationships with customers over a lifetime, whereas • social media marketing relies on customers marketingthe brand.

20. Summary • Introduction to “Marketing Funnel” --- 5 stages • SMM Stage 1 – awareness --- 5 ways (YouTube I FRB) • SMM Stage 2 – consideration --- 5 ways • SMM Stage 3 – preference --- 3 ways • SMM Stage 4 – action --- 2 ways • SMM Stage 5 – loyalty --- 2 ways • Role of SMM in Brand Marketing --- what SMM is