[Revised]the combination of social media and marketingPresentation Transcript
THE COMBINATION OF SOCIAL MEDIA AND MARKETING
MARKETING 1. DefinitionThere are manydefinitions of marketing
MARKETING 1. DefinitionBased on customer orientation and thesatisfaction of customer needs
MARKETING 1. Definition“Marketing is the social process by whichindividuals and organizations obtain what theyneed and want through creating andexchanging value with others.” Kotler and Armstrong
MARKETING 1. DefinitionBased upon a basic marketing exchangeprocess, and recognizes the importance ofvalue to the customer
MARKETING 1. Definition“Marketing is the process by which companiescreate value for customers and build strongcustomer relationships in order to capturevalue from customers in return.” Kotler and Amrstrong
MARKETING 1. DefinitionFocused on value creation and delivery, andthe longer-term retained customer
MARKETING 1. Definition“Marketing is the activity, set of institutions,and processes for creating, communicating,delivering, and exchanging offerings that havevalue for customers, clients, partners, andsociety at large.” American Marketing Association
MARKETING 2. Marketing, Selling and Advertising Selling and advertising are onlythe tips of the marketing iceberg
MARKETING 2. Marketing, Selling and Advertising Marketing SellingStart long before a Occur only after acompany has a product product is producedConvert “customer’s Convert “product” intoneeds” into “product” cashConsumer determines Cost determines thethe Price, Price Price.determines the costs.
MARKETING 2. Marketing, Selling and Advertising Marketing Selling“Customer satisfaction” “Sales” is the primaryis the primary motive. motive (View the(Customer is the very customer as the very lastpurpose of the business) link of the business)Marketing is more “pull” Selling involves “push”than “push” strategyMarketing has a wider Selling is only a part ofmeaning and includes marketing.many activities
MARKETING 2. Marketing, Selling and Advertising Marketing AdvertisingMarketing is a “whole Advertising is a componentprocess” with a broader of the marketing process,range of activities for a involving various strategies:product or service: placing ads, deciding whatResearch, Advertising, media to use, what time,Sales, Public relations, frequency, etc.Customer service andsatisfaction
MARKETING 3. Traditional marketing and modern marketing Traditional Marketing Modern MarketingIn traditional marketing, Its main motive ismore importance is given customer satisfactionto selling products.
MARKETING3. Traditional marketing and modern marketing
MARKETING3. Traditional marketing and modern marketing
MARKETING4. Marketing in the new digital age The fact is that today’s economy requires a mixture of Old Economy and New Economy thinking and action.
MARKETING4. Marketing in the new digital age
SOCIAL MEDIA 1. IntroductionMedium (or media in plurial) is an instrument ofcommunication, like newspapers or television.“Social” is a word that describes activities whichinvolve being with other people, especially activitiesfor pleasure.
SOCIAL MEDIA 1. IntroductionSocial media would be a social instrument ofcommunication.
SOCIAL MEDIA2. Some typical social media The world’s largest social network
SOCIAL MEDIA2. Some typical social media2. Some typical social media Sharing photographs
SOCIAL MEDIA2. Some typical social media2. Some typical social media Sharing funny links on the web
SOCIAL MEDIA 2. Some typical social media 2. Some typical social media Playingsocial games
SOCIAL MEDIA 2. Some typical social media 2. Some typical social mediaChat interactively with friends
SOCIAL MEDIA2. Some typical social media2. Some typical social media Supporting groups and fan pages
SOCIAL MEDIA 2. Some typical social media 2. Some typical social mediaA vehicle forsocial media marketing
SOCIAL MEDIA2. Some typical social media
SOCIAL MEDIA 2. Some typical social mediaTwitter is an online social networking servicethat enables its users to send and read text-based posts of up to 140 characters, known as"tweets".It has been described as "the SMS of theInternet."
SOCIAL MEDIA2. Some typical social media A blog is a personal online journal that is frequently updated and intended for general public consumption.
SOCIAL MEDIA 2. Some typical social mediaThere is a series ofentries that areposted to a singlepage in reverse-chronological order.
SOCIAL MEDIA2. Some typical social media Blogs generally represent the personality of the author. The author of a blog is often referred to as a blogger.
SOCIAL MEDIA 2. Some typical social mediaThe world’s largest videosharing website that letsanyone upload short videosfor private or public viewing.
SOCIAL MEDIA 2. Some typical social mediaVarious kinds of videos Video sharing network
SOCIAL MEDIA2. Some typical social media LinkedIn is the world’s largest professional network with over 120 million members and growing rapidly.
SOCIAL MEDIA2. Some typical social media LinkedIn connects you to your trusted contacts
SOCIAL MEDIA 2. Some typical social media Exchangeknowledge, ideas, and opportunities witha broader network of professionals.
SOCIAL MEDIA3. Some interesting figures and fact
COMBINATION OF SOCIAL MEDIA AND MARKETING Why?Popularity of Social Media
COMBINATION OF SOCIAL MEDIA AND MARKETING Why?Spread-out information ability
COMBINATION OF SOCIALMEDIA AND MARKETING Why? Cost efficiency
COMBINATION OF SOCIALMEDIA AND MARKETING Why?Quick resultsFlexibilityTime saving
COMBINATION OF SOCIAL MEDIA AND MARKETINGWhat? The popularity of internet and entity informationWhen? Throughout the marketing process
COMBINATION OF SOCIAL MEDIA AND MARKETINGWhere?On Facebook, Twitter, Youtube, Blog and LinkedInand many other business-related webpages
COMBINATION OF SOCIAL MEDIA AND MARKETINGWho?Target customers which depends on each promotionchannel
COMBINATION OF SOCIAL MEDIA AND MARKETINGHow? • Facebook, Twitter and Blog: keep in touch with bloggers, monitor your company/brands, announce specials, deals, sales, live update on events or conferences, promote articles and interesting news. • Youtube: upload a video about your brand on Youtube and check the customer’s reaction throught comments. • LinkedIn: basically no difference from Facebook or Twitter, however, it is more prefessional and business-focusing
COMBINATION OF SOCIALMEDIA AND MARKETING CASE STUDY
COMBINATION OF SOCIALMEDIA AND MARKETING GAME RULE
1. Who is the current US president?
2. Who is Obama’s opponent inthe last US President Election?
3. How old was Obama when he was elected? A. 46 B. 51 C. 55
He was 47 years old whenbecoming the US president
4. Is Mr Barack Obama a coloured man?
5. What is Obama’s the most prominentcharacteristic, compared to other US presidents?
He is the first colored and theyoungest US president until now
COMBINATION OF SOCIALMEDIA AND MARKETING How did this guy….