2. Internet and SMN Timeline
CompuServe
offers dial-
up to the US
public
1969 First Email
Delivered1971
•Bulletin
Board
System
Develope
d
•Trolling/Fla
me Wars
1978
Tim Berners-
Lee
develops
what we
now as the
WWW
1989
WWW
tech
donated
to the
World
1993
•Web has
1M sites
•Blogging
begins
•AOL IM
•Blackbo
ard
founded
1997
Google
opens
1998
•Internet
Bubble
Burst
•70M
Computer
s
connecte
d to
internet
2000
•Friendster
opens in
US and
attains 3M
users in 3
Months
•AO-34M
mem
2002
•MySpace,
LinkedIn,
iTunes
Launched
• 3B Web Pages
2003
Facebook
, Flickr,
Digg
launched
2004
•YouTube
Launche
d
•MySpac
e
Purchase
d by
News
Corp
2005
•Twitter
launched
•Google –
25B WP,
400M Q,
1.3B IM
2006
•Microsoft
buys stake
in FB
•Beacon
Advertising
System,
Shut down
in 2009
2007
•Facebook
200M,
double
that of MS
•Google
counts 1T
URLS
2009
•iPad
tablet
launched
•FB 400M
users
2010
•Social
Media
Accessible
ANYWHERE
•FB 550M,
65M T a
day, 2B YT
Views
2011
•IoE
expands to
TV’s, GC,
eR
• Advertisers
look to
social “likes
to
enhance
brand
visibility
•FB 1B Users
2012
•YT 1B Users,
4B
Views/day
•FB 1.11B
Users
•Twitter 500M
•Apple – 50B
DL Apps
•LI 225M
•Pinterest
48.7M
•G+ 343M
•Yahoo buys
Tumblr
•Social Media
Adverticing
in US stood
at $6.2B
2013
•85% of the
7.1B World
Population
using the
internet
•25% of WP
use SM
•FB 10 YO,
1.28B Users
•SM used
for
Customer
service
•Millions
have
friended a
brand
2014
3. Internet of Everything
The Internet of Things
The Internet of Everything
Computers, Tablets, Phablets, Phones,
Music Systems, TV, Car, Coffee maker,
speakers, Home Security, Google Glass
The Internet of Things
7.6 billion people on the planet vs 50 billion
internet things by 2020
Warren Buffet pushing for World Wide Wi-
Fi thru GoWex and Smart Cities
Free Wi-Fi City wide, making money from
direct advertising
4. Marketing History
Asymmetrical: one way communication
Businesses select the message they want to convey and the media
that hey want to use to spread that message.
Only way to check for responsiveness is through surveys, focus groups
and voluntary feedback from consumers.
SMN Changes to 2 way Communication
Consumers can Like, Tweet, Post and Hashtag about brands and
products
Viral advertising
5. Advertising Dollars
Brand loyalty
11% of all advertising dollars are being spent on Social Network
Advertising campaigns
Include :Banners, Brand Profiles, Shared Content (Example: quizzes, games,
articles)
Very small piece of advertising
Like still do not equate to $ and returns cannot be measured,
Uncontrollable medium, uncontrollable message
Because of this advertisers are hesitant
6. What is Social Media, Really?
Social Media
Any platform that allows you
to share content to others;
whether publically, privately,
anonymously.
Facebook, SnapChat, Twitter,
Spotify, Tumblr, Google+,
Whisper
Social Network
Connect to People each other
share media
7. Brand Loyalty Through Self-disclosure
Research suggest that interacting with the brand causes an affinity for
the brand
Can be achieved through self disclosure, quizzes and games
Estee Lauder Example
Using interpersonal relationship theory
As long as the relationship maintains a personal feel to it
Interpersonal communication theory
The more a users discloses the higher the affinity for the brand or campaign
8. Cultivating Brand Relationships
Through interactivity, a brand will also cultivate the
relationship between the consumer and the brand
The relationship must be groomed and content should engage the
consumer
Personifying the brand the relationship grows allowing for a deeper
sense of brand loyalty.
Constant contact on meaningful days can also help maintain the
relationship.
9. Tie Strength
Used to define relationships in a SNS
Between users, but can transcend to consumers and brands
Between users
Can see each others activity
Example: User A likes Downy, User B more pressured to like Downy on SNS
User A has now endorsed Downy, depending on tie strength User B more
inclined towards Downy
Information is shared from brand to User A, who then shares with their
connections
10. Power of the Hashtag ###
Hashtags aide in visibility, and message transmission of a brand
campaign
Can help identify the effectiveness of a brand campaign
Can be organic or brand created
Organic – added by users who share brand campaign
Is the message being viewed, positively, neutral, or negative
Research shows that positive tagging on a weaker brand can lead to
unanticipated sales growth and higher stock potentials
11. Advice for Practitioners
First Step
Choose a Social Media most appropriate for the business or brand
Match target demographic
Example:
SoundCloud, Spotify, Twitter for a DJ,
Pinterest, Instagram for Photographer
Dogster, Catster for Pet Services
Facebook for EVERYTHING
Dashboards exist to allow for multiple sites at once
12. Advice
Second Step
Build a Strong Profile
Add mission of the brand
All relevant information of the business or brand
Display Unique Hashtag
Identify key features and attributes that will define the brand by choosing a
unique hashtag that will allow users to “discover” content shared by brand
but also remind users of the brand.
13. Advice
Third Step
Gaining Follower
Preferred Client emailing list
Follow campaign with discount
Follow users of a competitor
Follow users of a compatible good
14. Advice
Fourth Step
Post, Post, Post
Content should deliver the messages that the brand wants
to get across
Pictures of the product or specials running
Allows users to share, discuss and interact with the brand
Interaction builds brand loyalty
Unleash the Power of the Hashtag
Use hashtags to allow visibility, searchability
15. Advice
Step Five
INTERACT!
Comment back, reply, Retweet, reblog
Like Consumers’ post
Be present in the conversation and monitor attitudes
Many Companies now using this as another inexpensive
customer service channel
16. Conclusion
Likes and Hashtags cannot be used to equate actual profits
SM Presence or absence does not seem to affect larger brands
Small to Medium Grass Roots efforts to promote brand recognition and
loyalty can benefit the most from SMN Likes, tags and post
Evolves very rapidly! Very Fad/Trend Driven
Big Data – So much information, crashed my Surface and a computer
at school, Twitter donating $1M to MIT to continue search with Tweets
