M33MKT - Lecture 3 - Social Media and Online Customer Engagement

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M33MKT – Digital Marketing edit Master title style
Lecture 3
Social Media;
Online Customer Engagement
Dr Karolos-Konstantinos Papadas
Lecturer in Marketing
M33MKT –Digital Marketing

Karolos Papadas
Lecture 3 – Social Media and Online Customer Engagement
Click to edit Master title style
Part 1
Social Media

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Adapted from Kotler and Armstrong (2014)
Social
Networks
Online
E-Mail Integrated PR
Digital
Marketing
Strategy
Online
Website
Advertising

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Outline
• POST Framework
• Goals (Roles, Content, Strategy)
• Channels (FB, TW, INSTA, LN)

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POST Framework Click to edit Master title
(Forrester, style
2007)
A useful framework for businesses to apply to help them develop a
social media strategy
POST is a simplified version of SOSTAC Framework
Chaffey & Ellis-Chadwick, p.529
• People: Understanding the audience of a social media platform

e.g. Linkedin  Business Customers , Twitter  Journalists
• Objectives: Set different goals for different customers in different social media platforms
e.g. Linkedin  Engage dialogue with key stakeholders
• Strategy: The online value proposition of an organization and how it can be attained
e.g. Using FB for getting feedback on products
• Technology: Selecting the most appropriate social platforms and tools to achieve the
objectives
e.g. Twitter is quite useful for Q&As with customers

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Goals

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Click to editofMaster
Subcategories Socialtitle style
Media

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Click toWhat
Social Media Management: edit Master
does title style
it take?
• People: Person/team, internal/external
• Skills: Does person/team need training?
• Communications skills
• Resources: Budget, Headcount, Agency Relationships
• Budget: Investment in creation of great content (video, visuals).

Invest in advertising to get the right message to the right
customers.
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Click to edit Master titleLevel
Interaction style
DMI, 2016
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Considerations
Tone:
Adopt a conversational, friendly, trusted, maybe humorous tone of voice.
Consider in context of your business & customers.
Being authentic with your tone makes it sustainable.
Execution:
Put the process & budget in place to execute efficiently:
• Take the time to plan the strategy in detail
• Set up process – time & costs
• Training costs/time as necessary
• Organic publishing processes – calendar, write, signoff,
publish
• Advertising strategy: Goals > Target mkt > Message/
content > budget > Measurement

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Click to edit Master Insights
title style

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Customer & Click to edit Master
Influencer title style
Identification
• Understand your community: Age, demographics etc
• Identify influencers: Across Twitter, Facebook,

YouTube, Instagram, Pinterest
• Who: High follower numbers, high activity & high engagement
• What: Bloggers, thought leaders, unboxers, demonstrators, forums.
• How: Create connection, build relationships

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Click to edit MasterPlanning
Content title style
DMI, 2016
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Click to
Content edit Master title style
Schedule-EXAMPLE
DMI, 2016
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• Timing of updates:
• Time of day & day of week
• Insights from previous posts based on your audience activity
• General: 8am -12pm entertain, 12-6pm news, 7pm – 12am inform & promote.
• Social networks for specific updates:

• Twitter strong for news updates
• Facebook good for entertain/educate
• LinkedIn good fit for industry/professional updates
• Format:
• Video very compelling & high performance
• Eye-catching imagery – high quality
• Text updates – keep it super short – 90 chars , you have 2-3 secs to make an impact!
• Publishing Tone:
• Conversational
• Ask questions
• Storytelling (about customers, staff, community, product journey)
• Exclusive access to – team, products, services

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Channels

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FB Statistics
• 1.59 billion monthly active users
• 1.04 billion daily active users
• 1.44 billion mobile monthly active users
• Over 3 billion video views per day, overtaking YouTube
• Users upload 1.8 Billion photos per day
• Instagram: acquired by Facebook in 2013,

now has over 400 million users
• WhatsApp: acquired by Facebook in 2014,

now has over 1 billion users

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FB Features
• Newsfeed is the current view of updates from your connections
• Timeline is full view of all updates of that person/business.
• Cover photo & profile photo
• Share updates
• Share photos & videos
• Add life events
• Connect to your friends
• Manage your privacy settings

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Click to edit Master
FBtitle style
Search
Use Top Search bar to search for:
• People
• Pages
• Places
• Groups
• Business types (e.g. restaurants)
• Movies
• Old posts
• Photos
• Apps
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ClickFB
to edit
PageMaster title style
Engagement

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Setting titlePage
a FB style
• Start at facebook.com/page/create.
• Choose the relevant Page type: local business, company, non-

profit, celebrity etc.
• Select your vanity URL, e.g.
• www.facebook.com/CoventryUniversity
• Profile Photo Cover Photo Call to Action: Contact, Shop, Book,

Signup Business Information Call to action Button
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FB Pagetitle style
Roles
Be clear about the level of access for

relevant stakeholders
Set your wall-posting preferences (to

allow/disallow/control visibility of
posts to your Page)
Make sure to use Facebook as a Page

instead of a person, when editing
your Page.

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Click to
FBedit
PageMaster
Poststitle- Tips
style
• KISS – Keep it short and sweet
• Conversational
• Relevant/Topical
• Interesting/informative
• Vary the formats – Imagery, video
• Make it about your customers
• Include Call to Action, where relevant
• Schedule posts ahead of time
• Keep the tone positive
• Pin posts to top of your page

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Instagram
• Instagram Name: memorable, brand consistent
• Hashtags: Use 2-5 hashtags to be more easily found. Explore hashtags to see
what’s trending
• Content: Visual, high quality photography.
• Device: Primarily mobile interface, on desktop use Iconosquare or Hootsuite.
• Contests: Can be effective, test with caution to build followers & awareness
• Personal vs Brand: No difference between entities, so use profile wisely to

represent your brand/business fully

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An important fact
Out of the TOP 10 largest profiles on Instagram,

5 are Fashion.
Out of the TOP 10 most engaging profiles on

Instagram, 6 are Fashion.

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Click to editInstagram
Master title Tips
style
• Post more pictures than video

• Don’t overload with #hashtags
• Turn your visual into eye candy
• Be current with instagram trends and changes
• Post content your audience wants
• Post regularly and during optional times
• Tell great stories
• Create ads
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Click to edit
Mercedes GLAMaster title style
- Instagram

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National Click to edit Master
Geographic & CocatitleCola
style

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Twitter
• Username: Choose carefully – public twitter handle
• Username: Keep it short, memorable and relevant to your

business. Will make up your twitter URL: twitter.com/
yourbizname
• Business: Business & Personal handles are both public by

default

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Twitter title style
- Business
Branding:
• Cover image
• Profile image
• Imagery in tweets
• Tone of tweets
• Promote your twitter handle: In email signatures,website, sales
presentations, other social channels (LinkedIn, Facebook etc)
• Follow others: Use search bar to find & follow industry leaders, brand
champions, clients, competitors.

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Click to edit
TweetMaster title style
& Retweet
• What is a Retweet: Sharing content from another source, to
your network
• Good or Bad?: Can be very powerful way to build alliances with

influencers, clients, newcomers
• Be Proactive: Follow others whose content you find most

valuable for your community.
• Create Lists: Lists are a great way to collect great sources of

information, from which you can retweet.

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• Direct Message: Private message between two users (max 10K

chars). Can be used in Groups.
• Hashtags #: Gather updates on specific topics, events, campaigns,

themes. 2 Hashtags is optimal
• Virtual Events: Tweet-ups or twitter chats. Specify 1-hour each

week/ month, to gather on twitter about a topic. Virtual networking:
#irishbizparty, #greenvilletweets
• Advanced Search: Search for topics of interest to you by keyword, or

by people on twitter

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Click to edit MasterContests
title style
Do:
• Ensure the prize is interesting & relevant to YOUR audience
• Ask users to include an @reply to you in their tweets for transparency
• Include terms & conditions if relevant
• Consider promoting the tweet to increase distribution
Don’t:
• Tweet same tweet multiple times – Twitter sees this as spam

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Click to edit MasterLinkedin
title style
• Complete each section of your profile.
• Your LinkedIn Profile Headline & Summary are most important, including
keywords
• Include employment history, skills & achievements.
• Add photos, videos, presentations
• Include up to 3 links to other sources – website, social platforms etc.
• Complete profile helps people to find you from

search engines.

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Click to edit Masterregularly
Update title style
• Keep it professional at all times
• Engage with - like, comment & share - relevant updates to support your
connections.
• Share videos, images, presentations.
• Publish posts
• Post updates to educate, motivate, inspire or share insight
• Showcase your expertise
• Endorse & recommend trusted connections

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Click to edit MasterFeatures
Linkedin title style
• Endorsements – lightweight interactions to

highlight skills/competency in others
• Recommendation – written recommendation to highlight strengths.

Request & provide recommendations to trusted connections
• In-Mail – LinkedIn’s own email system. In-mail existing connections.

For new connections, you can only in-mail if on subscription option.
• Premium products to support job seekers, recruiters, business lead

generation. Includes ability to send more inMails, use more advanced
search features, Save profiles

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Click to edit Master title
Linkedin style
Groups
• People within industry connect to share content, network, thought leadership
• Members can post jobs & begin discussions on relevant topics for group
• Groups are Private, only members see the discussions – builds trust
• Find groups via Advanced Search, help existing groups in your industry, where
your clients or prospects may be connecting
• Group Manager sets parameters & Moderates

content
• Go for Quality vs Quantity of updates to become top contributor

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Linkedin title style
Publishing
• Write long-form blog posts on LinkedIn,
• Auto-promoted to your network
• Potential for viral reach
• Showcase of expertise

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Click to edit company
Linkedin Master titlePage
style
• Entity for your business presence on Linkedin

• Autogenerates if 5+ employees for one company
• Brand it via: Company summary, logo, imagery, URLs, other social assets
• Showcase Pages for specific products/brands/initiatives
• Careers Page for current roles

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Part 2
Online Customer Engagement

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Outline
• Look at the concept of Online Engagement
• Analyse engagement theory
• How does this encourage loyalty?
• Apply to the various digital marketing tools

Karolos Papadas
ClickDefining
to edit Master title style
Engagement
• Vivek et al. (2012:127)
“The intensity of an individual’s participation in and connection with an
organisation’s offerings and/or organisational activities, with either the
customer or organisation initiate”
• Bowden (2009:65)
“A psychological process that models the underlying mechanisms by
which customer loyalty forms for new customers of a service brand as well
as the mechanisms by which loyalty may be maintained for repeat
purchase customers of a service brand”
• Brodie et al. (2011:105)

“A psychological state that occurs by virtue of interactive, co-creative
customer experiences with a focal agent/object.”

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Theoretical Models
for Online Customer Engagement
(very relevant to your CW)

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Discussion….
• How can customers engage through the
following:
• Social Media
• Email
• Website
• Mobile Marketing

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Click to editNike
Master title style
website….

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Click to edit
NikeMaster title style
Facebook…..

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Click
FBtoCase
edit Master
Study title style
- LACTA

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Thank you!Up on next week
Lecture 4:
Website Design;
Digital Marketing Planning
& Digital Branding
Seminar 4 – Blog Topic:

Social Media Review
Reading (ESSENTIAL FOR YOUR CW):
• Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and
research directions. Journal of Service Research, 13(3), 253-266.
• Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business
Research, 66(1), 105-114.
• Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of strategic Marketing, 19(7), 555-573.
• Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and
validation. Journal of interactive marketing, 28(2), 149-165.
• Chapter 4 - Chaffey, D. and Ellis-Chadwick, F. (2016), Digital Marketing: Strategy, Implementation and Practice, 6th Edition, Pearson

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Click to

M33MKT – Digital Marketing edit Master title style

M33MKT –Digital Marketing

M33MKT –Digital Marketing

M33MKT –Digital Marketing

M33MKT –Digital Marketing

• People: Understanding the audience of a social media platform

M33MKT –Digital Marketing

M33MKT –Digital Marketing

M33MKT –Digital Marketing

M33MKT –Digital Marketing

• Skills: Does person/team need training?

• Resources: Budget, Headcount, Agency Relationships

• Budget: Investment in creation of great content (video, visuals).

M33MKT –Digital Marketing

M33MKT –Digital Marketing

• Identify influencers: Across Twitter, Facebook,

• Who: High follower numbers, high activity & high engagement

• What: Bloggers, thought leaders, unboxers, demonstrators, forums.

• How: Create connection, build relationships

M33MKT –Digital Marketing

• Social networks for specific updates:

M33MKT –Digital Marketing

M33MKT –Digital Marketing

• Instagram: acquired by Facebook in 2013,

• WhatsApp: acquired by Facebook in 2014,

M33MKT –Digital Marketing

• Timeline is full view of all updates of that person/business.

• Cover photo & profile photo

• Share photos & videos

• Add life events

• Connect to your friends

• Manage your privacy settings

M33MKT –Digital Marketing

M33MKT –Digital Marketing

• Choose the relevant Page type: local business, company, non-

• Select your vanity URL, e.g.

• Profile Photo Cover Photo Call to Action: Contact, Shop, Book,

Be clear about the level of access for

Set your wall-posting preferences (to

Make sure to use Facebook as a Page

M33MKT –Digital Marketing

• KISS – Keep it short and sweet

• Vary the formats – Imagery, video

• Make it about your customers

• Include Call to Action, where relevant

• Schedule posts ahead of time

• Keep the tone positive

• Pin posts to top of your page

M33MKT –Digital Marketing

• Content: Visual, high quality photography.

• Device: Primarily mobile interface, on desktop use Iconosquare or Hootsuite.

• Personal vs Brand: No difference between entities, so use profile wisely to

M33MKT –Digital Marketing

Out of the TOP 10 largest profiles on Instagram,

Out of the TOP 10 most engaging profiles on

M33MKT –Digital Marketing

• Post more pictures than video

M33MKT –Digital Marketing

M33MKT –Digital Marketing

• Username: Keep it short, memorable and relevant to your

• Business: Business & Personal handles are both public by

M33MKT –Digital Marketing

M33MKT –Digital Marketing