Facebook Marketing Report

Facebook Marketing Reportthrong Byrne Task 1 Facebook Consumer BehaviourIntroductionConsumer Behaviour has been described as the processes involved when any(prenominal)bodys or separates select, purchase, wasting disease or dispose of products, profit, ideas ir experiences in order to satisfy require (Solomon et. al., 2010). It is increasely recognised that purpose is a process non just a purchase event. This is especially lucid when examining deportment on affectionate media plans, in this suit Facebook. Traditional models of consumer behavior do non immediately apply to this online environment. at that place is no immanent m mavintary purchase decision as Facebook provides it drug drug user end operate seemingly for free. Founded in 2004, Facebook is currently the biggest cordial networking service establish on global reach and total active users. Worldwide, there ar oer 1.79 billion monthly active Facebook users (Facebook MAUs) which is a 16 percent increas e year over year. (Source Facebook as of 02/11/16). This is despite the hyperchoice available to consumers in regards to companionable media syllabuss which include Instagram, YouTube, Google Plus and many others. much(prenominal) a plethora of platforms present the consumer with a choice not based on woo but on factors much(prenominal)(prenominal) as time, user experience and connectedness. This make-up will examine the success of Facebook twain from a users perspective and commercially and examine the challanges facing the platform going forward.For the purposes of this study a user diary was kept over 17 days where activity of limited interest was monitored and memorializeed -see Appendix at end of document. Behavioural patterns crosswise disagreeent users argon detected and discussed.Motives for Joining and Using FacebookMotivation fanny be described as the processes that encourage behaviour (Solomon et. al., 2010). Facebook has very successfully positi iodined itself as some(prenominal) a communication channel and an k this instantledgeal tool in the midst of singulars, brands and parole outlets. Consumers use Facebook to fulfil a number of primary election needs socialising, entertainment, self- stipulation quest, and discipline (Park et al, 2010).Some role models of potentiometer be seen in this study socializationThe user initiated the communication done a public gage of pictorial matters that indicated they were on holiday in Australia. A friend subsequently enquired How was the trip? and the repartee was I did it Absolutely sensational Im still buzzing Miss your face, hows alkali?. This conversation illustrates the role Facebook plays in reinforcing person-to-person relationships. This post to a fault displays self-status seeking as such a foreign holiday is highly wanted and portrays a certain modus vivendi.EntertainmentMany humours icons and images are posted to Facebook. This 1 features potential trying to steal a b ike which is tethered to a fence and subsequently falling off.Comments includedThat sXXX was funny. They mint sue his hobo though for personal injury.Thats what they get for stealing lolHomeboys got wreeeckedUsers frequently shares these posts with their friends. This action provides a indication of the users personality.Self-status seekingThis seemingly humours post also fufills the function of portraiture a desirable possession. Convertible cars turn tail to be to a greater extent(prenominal) expensive than hard tops and indicate a particular type of lifestyle. That is cognitive center is linked to possessions is underlined by one self aware comment I ca-ca a vw polo and brought a 10ft tree home in it instantly . who needs a convertibleThe post also fulfils the need for singularity to stand out from the herd. It emphasises the individual and their (relatively) unique qualities (Solomon et al, 2010).InformationAs closely as using Facebook to access organisational wat chword show sources users poop request information to queries from their friends. This post genuine 9 comments with suggestions. Word of speak whether initiated or call for is an important component in the platforms user experience. Individuals often consecrate the reliances of their accomplices more than commercial communication theory such as advertising. Opinion seekers thus whitethorn regard recommendations by peers and associates as credible and reliable thereby increasing the chance the will influence purchase decisions (Shu-Chuan Yoojung, 2011). In their proposed model, tie strength, homophily, trust and two types of interpersonal influence, normative and informational, are proposed as the main influencing components of electronic word of mouth.Glnar et al, 2010 categorised the motivations for using of photo/video overlap websites such asFacebook, under seven headings. In order of immensity they are narcissism and self expression, media drenching and performance, passing time, information seeking, personal status, relationship maintenance, and entertainment. Here are some deterrent cases of those that differ from Parks former classifications.Self ExpressionThis post displays remembrance, history, gratitude, patriotism and politics. It conveys a lot of information about the users beliefs and values. Interesting to note the inclusion of a Pearl obtain hashtag, a feature that is more common limit on twitter than Facebook. not commonplace on Facebook.Posts displaying narcissism superpower include those promoted by lifestyle bloggers whether they operate on the worlds of fashion, fitness or health. The model of media drenching refers to a users gratification through the frequent posting of images. Here is such an example where 86 photos of a holiday in Vancover are posted.Narcissism reenforcement of personal status and relationship maintenance crowd out be seen in the by-line post. The political campaignrs outlined by Glnar et al, 2010 o verlook the factors that influence turning away of social media and the approach-avoidance conflict inherent in some users attitudes due to a range of factors including fake news, perceive time wasting and privacy issues. backing of personal status and relationship maintenanceThe user is celebrating his recent net with his online community. Such a noteworthy personal event is recognised by the number of correspondings (170) and comments (32) all of which were in the form of congratulationsSooo happy for you Shes one in a million xxx So thrilled for you both. fabulous piccie Xx Just fantastic superb news congratulations you troopers xxxxxThe use of emojis helps convey the collateral reinforcement. Thus the personal relationships both with his fiance and broader peer group were strengthened.EntertainmentThis post accredited 26 likes and 1 comment Guys Yall are absolutely beaut. Wish I couldve been a part of this.Facebook is both used as a vehicle to communicate and portray a users lifestyle andVirtual IdentitiesThe self-concept refers to an individuals perception of themselves (Solomon et al, 2010). High self esteem indicates a positive self concept. Marketing communications tail some propagation tip into the variance betwixt an individuals actual self (existing state) and ideal self (aspirational self). Brands tend to stress on the positive aspects of the ideal self rather than the controvert connotations of the actual self. For example a gym posting on Facebook in December might tend to focus on the potential of acquiring in conformity in the new year rather than avoiding eating less over the Christmas period. An extreme example of the reverse was the response to this ad by Protein World last year where it was comprehend as instruction on peoples inadequacies.Debate raged whether portrayal of such imagery as the final definition of attractiveness in market communications presented negative form image connotations to the audience particular ly younger females. The controversial generated nearly cd complaints to the UK ad watchdog that it intentified women and was socially irresponsible. Such an ideal of beauty discharge cause conflict if the envisioner does not share these characteristics (Solomon et al, 1990). Such marketing communications may go some way to explain why consumers have become increasingly more wary of marketing communications (Bousch, Friestad Rose, 1994). only such ideals of beauty evolve. In the early part of the ordinal century it was fashionable to be pale skinned as it denoted one who spent time indoors ie. Not involved with manual labour. However as air travel and package holidays expanded in the mid-sixties a summer tan became fashionable as it implied wealth and status thus fulfilling hedonic needs. Tactics understanding these western cultural norms can be seen nowadays online in holiday postings by travel agents and social bloggers. Generally mail ostentatious displays of wealth or cons picuous expenditure are avoided on social media, particularly during the recent recession in many western countries. Rather such status is implied through the postings or experiences such as a foreign holiday or dinner at an exclusive restaurant. This line of businesss somewhat with the theory proposed by Veblen, 1899 who proposed that some consumers viz. a leisure class consciously consume visibly in order to inspire envy in others.Possessions continually aid the concept of self through symbolism (Levy 1959). Consumer behaviour can further be examined in the concept of the extended self whereby the buying and using of objects play towards our individual identities. The extended self comprises individual characteristics such as appearance, ideas and experiences irrefutable external factors including persons, places and objects that form part of existence (Belk, 1987). The extended self encompasses 4 levelsIndividualFamilyCommunityThe posts show pride, association and tribe in dividuation based on common geographic association. The National Geographic story received national coverage.Comments includeSome county for one countySeen that sure outstrip place to live I say it time and time again. We are so lucky to live here.we already knew this though right? The close to exquisite and the most fun Cannot wait to go back. Its going to be larger-than-lifeGroupThe act of consumption is varied and depends on the product or service in question (Holt, 1995). Consumption particularly in group environments encompasses four interrelated facetsexperiencing, integrating, playing, and classifying. Integration, the act of integrating objects of consumption in best way to deal self individualism echoes Belks extended self concept.Examples of such consumption in Facebook can be seen in posts at fresh and other events.In many posts such as this the user is not featured in the image, rather the event itself is the outcome. The experience is the essence of the consumpt ion. another(prenominal) examples of this are music festivals and holidays. Displays of experiences consumption can reinforce self identity element derives by hedonic motives.Consumers might also avail of products and services for socio-cultural reasons (Solomon et al, 2010). This post by a GAA club, in Letterkenny, Co. Donegal was for a fund raising splice in which the first abide by is a house.The promotion garnered national media anxiety while the draw pages generated 631 likes by mid December. The post is aspirational showing the prize but not the entry cost so as to snub approach-avoidance conflict. The post taps into community pride and local identity. Reference groups such as this can have a significant effect upon its members evaluations, aspirations and behaviour (Park Lessing, 1977). Online communications have accelerated the spread and impact of word of mouth communication, especially when marketing communications are integrated through an omnichannel approach. Sha res and likes hiking visibility among other users. Behaviours in virtual communities have been entrap to differ from open forums (Kling Courtright 2003).Approach-avoidance conflict occurs where individuals desire a product or service while at the same time appreciating the real or perceived negative consequences. wizard example of a user expressing a case in point is illustrated here.The abstention from chocolate (presumably for a longer quarry goal) is causing inner turmoil. An illustrative conservation with a friend ensues sensation Ah its Christmas Poster Im going to explode if I so much as look at another box of celebrations Friend just sleep with u will deflate in January Poster Naw, seriouslyI dont even like chocolate. Im a crisps gal me but theres chocolate bothwhere, just begging to be eaten. This struggle is real hahaIt could be argued that the initial Facebook post facilities biological / mental needs in that tension is reduced by the cause be shared with coll eagues. The state of unpleasantness is reduced through application for drive theory.Facebook posts and shares can be seen as a conspicuous form of self-presentation. Consumers create and manage their online identities by associating themselves with signs, symbols, sensible objects and places (Schau Gilly, 2003).This post shows an idealised view of homelife. Each photo is carefully framed to show specialised elements. Seasonality is explicit in the Christmas tree. The users conveys their media consumption through the HD television. The tone is one of subject matterment and design.Self-presentation as conceptualised here builds on Goffmans (1959) theories of identity and social performance. His thesis was that identity is a built through a conscious effort to project specific presentation norms. Consumers can inhabit various parallel identities online. For example a man can be a son, father, husband, sportsman, professional and friend. Social media activity may focus on one or mo re of any of these aspects of his life and identity.For example in this post the man poses as both a follower and a father in another idyllic Christmas facet. Families are the fundamentals consumer group for many brands. They facilitate collective decision- qualification whereby products and services are pertinacious on jointly and brand communicators must take into account the roles and objectives of each of the groups members. Children are increasingly involved in such decision making especially in the technological sphere. On the other hand parents may limit childrens access to online sites and social media to protect them from unsuitable contentedness and users. taking self-presentation a step further some celebrities have been accused of photoshopping images thereby creating a fantasy self portrayed as reality to their followers, Such imagery can suggest unattainable goals and increasing hedonic rapture among this elevated grouping.Symbolic interactionism as defined by Me ad (1934) focuses on the roles that object acting as symbols play in self-identity. For example in the following post the concert ticket acts as a metaphor for the users self-perceived identity through lifestyle and interests. The ticket itself is to an old concert and is nominally despicable but is obviously of perceived value to the user. Consumption helps to define the individual or extended self (Belk, 1988). In the past consumers may have defined themselves through material possessions such as a record collection. Nowadays their self identity could be intrinsically linked to accost factors such as mensuration of Facebook friends or number of virtual birthday wishes.In the past consumers may have defined themselves through material possessions such as a record collection. Nowadays their self identity could be intrinsically linked to abstract factors such as quantity of Facebook friends or number of virtual birthday wishes.Consumers tend to use products and services that compl iment their actual and ideal identities (Clairborne Stringy, 1990)Needs and GoalsMaslows (1970) hierarchy of needs categorises fin needs ranging from basic psychological needs, through safety, belongingness, ego needs to self-actualisation at the highest level. Facebook generally fulfils elements of the top three needs.Here is an example of belongingness need fulfilment from this studies diary.Belonginess encompasses love, intimacy and acceptance. A tactic of Facebooks is to acknowledge friendship overtly by providing an album of shared experiences.Text on 1m 4 sec Friendversary videoHey A B.Four years ago todayYou became friends on Facebook straitlacedPhoto album On Cover Youve Shared All of This Together. By A B. You seem to like each other a lot.452 times to be exact.Close photo albumAnd while there are billions of friendships..theres only one like yours Thats awesomeFrom all of us at Facebook (logo included).The felling is home spun. Facebook positions itself as a central ingredient in the friendship a facilitator and admiring observer celebrating mutual co-creation. Scale and individuality are both themes. Vinyl record player and photo album are desirous items physical cues for a digital relationship.Examples of ego need posts include images of a new car inferring status or a graduation scene inferring accomplishment. Self-actualisation is conveyed through the consumption of enriching experiences such as a holiday or concert.Maslows hierarchy of needs is limited to rational behaviour and is culturally specific (Solomon et. al, 2010).Consumers desire sometimes is in conflict with rationality. Dangerous pursuits and unhealthy products can be seen as attractive on one level further not on another. This video posted by online publisher companion Bible plays on that theme. It was created by French ad agency BETC to drive alcoholism awareness and has been extremely successful generating 4.8 million views and 2.5k comments. In every frame across a wid e range of situations and environments the female subject is accompanied by some form of alcoholic drink. However comments composite with many seeing the imagery as promoting an inspirational lifestyle. Though it created a conversation, irrationality in consumer decision making muddies the debate.This post emphasises danger and is targeted at the extreme sports enthusiast.5. Concerns and Issues with FacebookFake NewsFollowing criticism of its role in the recent US election, Facebook founder and CEO Mark Zuckerberg maintained that Facebook is not a media company. (Ingram, 2016). The debate over whether social platforms should control and regulate the content hosted on their platforms has increased. The issue for Facebook is whether fake news and other dubious content affects its credibility among consumers. Only 4% of web-using adults in the US have a lot of trust in the information available to them on social media (Mitchell, 2016). They are much more cautious about content receive d through this medium than that received from local news organisations (22%), national news organisations (18%) and family and friends (14%). This is despite the growth in access to news online which has risen to 81% from just 12% in 1996. 62% of adults now access news through social media a figure that rises to 84% for 18 to 29-year-olds. supercharge questions have been raised about the potential of such platforms to facilitate deception, opprobrium and bogus profiles (Light and McGrath, 2010). The low trust invested in the information received from family and friends contrast with studies that indicate that consumers rely on such more than advertising (Arndt, 1967)One example captured during research was a post from FOX8, a news ship in North Carolina.Here is the text of the video commentaryThis is what happens when a fake news story goes viral. A Salisbury man is now in jail and facing some serious charge for freeing a rifle inside a D.C. restaurant called Comet Ping Pong. E dgar Welch told police force he was self-investigating an online conspiracy that the restaurant was tied to a child convolute ring. Welch had his first appearance in court today.This illustrates a disconnect between so-called traditional and social media whereby news covers and TV stations resent the perceived lack of regulation applied to social platforms in regards to authenticity and accountability. each decline in trust in and involvement with online content is of primary concern both to Facebook and also advertisers on the platform. Consumers are increasingly media literate and sceptical of commercial communications tactics (Bousch, Friestad Rose, 1994). Consumers use Facebook to communicate directly with brands. Complaints and comments need to be rapidly responded to and resolved to ensure a positive online consumer experience and maintain brand legitimacy.A Filter Bubble creating an recur Chamber Facebook as with other social media platforms incorporates algorithms, based on user profiling through recording of online behavioural patterns, to define which updates are most relevant for them and to be display them on their pages. Thus users become more exposed to posts that align with and reinforce their established interests and opinions. One extreme example references the recent Brexit vote in the UK. This remain voter could not recoup any evidence of support for the leave campaign on his news feed on Facebook.A user in the study for this paper was similarly frustrated with receiving filtered posts from third parties.Only seeing posts that you agree with might suggest that everyone agrees with you which is commonly a distortion of the world view. Such discriminating exposure increases the likelihood of confirmation bias (Bessi, 2016). It could also polarise opinion through reinforcing pre-existing beliefs and increase antagonism when those that hold a differing view are encountered either in the on or offline environments.Influence on ChildrenAltho ugh social media and online in general provides opportunities for learning and interaction there are fears of the potential threat of addiction, early sexualisation, bullying and a sedentary lifestyle have on impressionable young people, Despite Facebook having a persist preventing children under the age of 13 from opening an account, between 23% and 34% of kids under that age have Facebook accounts (Aiken, 2016).A recent report by UK telecoms regulate Ofcom found that social media is central for both tweens and teens. Some 23% of 8-11s and 72% of 12-15s have a profile. Children are messaging, sharing and liking passim the day, including during school hours and late into the evening, with 9% of 11-15s communicating via social media at 10pm. two 8-11s (43%) and 12-15s (52%) consider Facebook their main social media outlet. Another recent survey found that three-quarters of UK children spend less time outdoors than prison inmates (Carrington, 2016). The poll also found children spe nt twice as long playing on screens as playing outside. 74% of 5-12 year olds spent less than 60 minutes playing outside each day.Spam and other unrequested PostsHere is an example of a poor customer experience atomic number 82 to a complaint to the company in question regarding their frequent casteless invitations. Such features on news feed can be seen as intrusion and negate positive interactions. Also of concern is the trend towards golf links with ambiguous headlines (click bait) and trolling comments (keyboard warriors) and disclosure of private details (Ng, 2016).6. Conclusions and Opportunities for Further look forThe motivations for joining and using Facebook are wide and varied encompassing individual and gold needs and goals. Central to its appeal is the facility to develop and shape different virtual identities to various peer groups. However the attractiveness of the platform could be stifled be perceived weaknesses and barrier in the online user experience.This stu dy is limited as some Facebook behaviour as some functionality behaviours cannot be observed through news feed. Behaviours of consumers in the context of user-generated content has been categorised as posting, lurking, and networking (Morrison et al, 2013). Behaviours omitted from this study include closed group conversations, direct messaging either to other users or organisations and viewing without follow up action. This could be research through surveys and diaries of a robust sample size. There is also the fortune to compare consumer behaviour on Facebook versus other social media networks.Brands and organisations must recognise the evolving environment to take full advantage of this opportunity to communicate to and with their consumer bases.Task 2 Facebook Revenue ModelIntroductionFacebook has a market capitalisation of $342.75 billion. It employees over fifteen thousand people.Marketers are employing the Facebook platform because of