SOCIAL MEDIA
MARKETING
© 2014 Berlin Asong. All rights reserved. 2
Learning Objective
I. Analyse the growing importance of social media marketing.
© 2014 Berlin Asong. All rights reserved. 3
Explain the factors that are driving the trend towards social
media marketing....
© 2014 Berlin Asong. All rights reserved. 4
Which online social networking sites
or apps do you use nowadays?
5minutes
© 2014 Berlin Asong. All rights reserved.
Online Social Networking Sites I Use Nowadays
5
© 2014 Berlin Asong. All rights reserved. 6
© 2014 Berlin Asong. All rights reserved. 7
Think about your favourite online social
networking site or app; what do you u...
© 2014 Berlin Asong. All rights reserved.
Activities I Engage in on my Favourite OSN Site/App
8
© 2014 Berlin Asong. All rights reserved. 9
Let’s tidy all what we’ve written down into a framework of what
the consumer d...
© 2014 Berlin Asong. All rights reserved. 10
Need Recognition
Information Search
Evaluate Alternatives
Purchase
Consumptio...
© 2014 Berlin Asong. All rights reserved. 11
Need Recognition
Information Search
Evaluate Alternatives
Purchase
Consumptio...
© 2014 Berlin Asong. All rights reserved. 12
Discovering
Searching
Comparing
Buying
Showing
Reviewing
The consumer is perf...
© 2014 Berlin Asong. All rights reserved. 13
?SOCIAL MEDIA
© 2014 Berlin Asong. All rights reserved. 14
Social media are online platforms that allow users to
interact, to share cont...
© 2014 Berlin Asong. All rights reserved. 15
Social media
© 2014 Berlin Asong. All rights reserved. 16
?SOCIAL MEDIA
MARKETING
© 2014 Berlin Asong. All rights reserved. 17
Social media marketing is a system that allows marketers
to engage, collabora...
© 2014 Berlin Asong. All rights reserved. 18
Social media marketing is the process of marketing a product,
service or bran...
© 2014 Berlin Asong. All rights reserved. 19
Social media [marketing] is a
fundamentally new type of marketing….
Source: I...
© 2014 Berlin Asong. All rights reserved. 20
Source: mediabistro.com, 2013
© 2014 Berlin Asong. All rights reserved. 21
What factors are driving the trend
towards social media marketing?
20minutes
© 2014 Berlin Asong. All rights reserved.
Factors Driving the Rise of Social Media Marketing?
22
© 2014 Berlin Asong. All rights reserved. 23
Many factors have been advanced as to why organisations
are embracing social ...
© 2014 Berlin Asong. All rights reserved. 24
Social media is popular among consumers. Many consumers
are spending more tim...
© 2014 Berlin Asong. All rights reserved. 25
Source: Search Engine Journal, 2013
© 2014 Berlin Asong. All rights reserved. 26
Source: Digital Insights 2014
© 2014 Berlin Asong. All rights reserved. 27
Source: Digital Insights 2014
© 2014 Berlin Asong. All rights reserved. 28
Need Recognition
Information Search
Evaluate Alternatives
Purchase
Consumptio...
© 2014 Berlin Asong. All rights reserved. 29
Social media is enabling marketers to understand
and interact with customers,...
© 2014 Berlin Asong. All rights reserved. 30
Social media marketing is relatively less expensive.
4
© 2014 Berlin Asong. All rights reserved. 31
Rapid adoption of social media.
Explosion of mobile devices.
High consumer en...
© 2014 Berlin Asong. All rights reserved. 32
Some have said social media marketing is a “passing
fad”. Prepare a counter a...
© 2014 Berlin Asong. All rights reserved. 33
Branding: awareness | excitement
1
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Monitoring: consumer sentiments in real-time
2
Market research
© 2014 Berlin Asong. All rights reserved. 35
Click slide to monitor real-time public
sentiments towards UK party leaders b...
© 2014 Berlin Asong. All rights reserved. 36
You can’t really tell who paid attention to that television
ad, but you can t...
© 2014 Berlin Asong. All rights reserved. 37
Responding: customer queries | blunders
3
© 2014 Berlin Asong. All rights reserved. 38
G.M. uses social media to manage
customers and its reputation affected
by car...
© 2014 Berlin Asong. All rights reserved. 39
Amplifying: existing marketing campaign.
4
© 2014 Berlin Asong. All rights reserved. 40
Buzz: excite customers & prospects
to keep talking about your brand.
5
© 2014 Berlin Asong. All rights reserved. 41
Nike’s Risk Everything campaign was the most viewed commercial on the interne...
© 2014 Berlin Asong. All rights reserved. 42
Tesco recently introduced a scheme called “the Orchard”, aimed at
creating on...
© 2014 Berlin Asong. All rights reserved. 43
© 2014 Berlin Asong. All rights reserved. 44
Crowdsourcing: tap customers and prospects
for new product ideas, advice, etc...
© 2014 Berlin Asong. All rights reserved. 45
Starbucks white cup contest, requesting customers and prospects to decorate a...
© 2014 Berlin Asong. All rights reserved. 46
Sales: drive online and offline retail sales.
7
© 2014 Berlin Asong. All rights reserved. 47
Branding.
Monitoring.
Responding.
Amplifying.
Buzz.
Crowd sourcing.
Sales.
Go...
© 2014 Berlin Asong. All rights reserved. 48
Is “social media marketing” same
as “social media advertising”?
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Social Media Marketing

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This presentation analyses the growing importance of social media marketing. It looks at the factors that are driving the trend towards social media marketing. It evaluate the value of social media marketing for organisations.

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Social Media Marketing

  1. 1. SOCIAL MEDIA MARKETING
  2. 2. © 2014 Berlin Asong. All rights reserved. 2 Learning Objective I. Analyse the growing importance of social media marketing.
  3. 3. © 2014 Berlin Asong. All rights reserved. 3 Explain the factors that are driving the trend towards social media marketing. Evaluate the value of social media marketing for organisations. 1 2 At the end of this session, you will be able to…
  4. 4. © 2014 Berlin Asong. All rights reserved. 4 Which online social networking sites or apps do you use nowadays? 5minutes
  5. 5. © 2014 Berlin Asong. All rights reserved. Online Social Networking Sites I Use Nowadays 5
  6. 6. © 2014 Berlin Asong. All rights reserved. 6
  7. 7. © 2014 Berlin Asong. All rights reserved. 7 Think about your favourite online social networking site or app; what do you use it for? 5minutes
  8. 8. © 2014 Berlin Asong. All rights reserved. Activities I Engage in on my Favourite OSN Site/App 8
  9. 9. © 2014 Berlin Asong. All rights reserved. 9 Let’s tidy all what we’ve written down into a framework of what the consumer does on online social networking sites, using the….
  10. 10. © 2014 Berlin Asong. All rights reserved. 10 Need Recognition Information Search Evaluate Alternatives Purchase Consumption Post-purchase Evaluation TheConsumerBuyingProcess
  11. 11. © 2014 Berlin Asong. All rights reserved. 11 Need Recognition Information Search Evaluate Alternatives Purchase Consumption Post-purchase Evaluation Discovering Searching Comparing Buying Showing Reviewing
  12. 12. © 2014 Berlin Asong. All rights reserved. 12 Discovering Searching Comparing Buying Showing Reviewing The consumer is performing these activities on social media, right now.
  13. 13. © 2014 Berlin Asong. All rights reserved. 13 ?SOCIAL MEDIA
  14. 14. © 2014 Berlin Asong. All rights reserved. 14 Social media are online platforms that allow users to interact, to share content, and to create content collectively. Schoen et al. (2013), “The Power of Prediction with Social Media”. Journal of Internet Research, vol. 23, no. 5, p. 531
  15. 15. © 2014 Berlin Asong. All rights reserved. 15 Social media
  16. 16. © 2014 Berlin Asong. All rights reserved. 16 ?SOCIAL MEDIA MARKETING
  17. 17. © 2014 Berlin Asong. All rights reserved. 17 Social media marketing is a system that allows marketers to engage, collaborate, interact, and harness collective intelligence crowd-sourcing for marketing purposes. Chikandiwa, S. T., Contogiannis, E. and Jembere, E. (2013), “The Adoption Of Social Media Marketing In South African Banks”. European Business Review, vol. 25, no. 4, p. 366 “ ” — Definition 1 —
  18. 18. © 2014 Berlin Asong. All rights reserved. 18 Social media marketing is the process of marketing a product, service or brand through consumer and organisational dialogue, using online platforms (e.g. Facebook, Twitter, YouTube) and tools. — Definition 2 — Adapted from Campbell, C., Ferraro, C. and Sands, S. (2014), “Segmenting Consumer Reactions To Social Network Marketing”. European Journal of Marketing, vol. 48, issue. 3/4, p. 433
  19. 19. © 2014 Berlin Asong. All rights reserved. 19 Social media [marketing] is a fundamentally new type of marketing…. Source: IBM, 2014 “ ”
  20. 20. © 2014 Berlin Asong. All rights reserved. 20 Source: mediabistro.com, 2013
  21. 21. © 2014 Berlin Asong. All rights reserved. 21 What factors are driving the trend towards social media marketing? 20minutes
  22. 22. © 2014 Berlin Asong. All rights reserved. Factors Driving the Rise of Social Media Marketing? 22
  23. 23. © 2014 Berlin Asong. All rights reserved. 23 Many factors have been advanced as to why organisations are embracing social media marketing. Let’s examine a few.
  24. 24. © 2014 Berlin Asong. All rights reserved. 24 Social media is popular among consumers. Many consumers are spending more time on social media than traditional media. 1
  25. 25. © 2014 Berlin Asong. All rights reserved. 25 Source: Search Engine Journal, 2013
  26. 26. © 2014 Berlin Asong. All rights reserved. 26 Source: Digital Insights 2014
  27. 27. © 2014 Berlin Asong. All rights reserved. 27 Source: Digital Insights 2014
  28. 28. © 2014 Berlin Asong. All rights reserved. 28 Need Recognition Information Search Evaluate Alternatives Purchase Consumption Post-purchase Evaluation What is the consumer doing on social media?2 Discovering Searching Comparing Buying Showing Reviewing
  29. 29. © 2014 Berlin Asong. All rights reserved. 29 Social media is enabling marketers to understand and interact with customers, easily and faster. 3
  30. 30. © 2014 Berlin Asong. All rights reserved. 30 Social media marketing is relatively less expensive. 4
  31. 31. © 2014 Berlin Asong. All rights reserved. 31 Rapid adoption of social media. Explosion of mobile devices. High consumer engagement on mobile devices. Line between offline & online marketing is blurring. Low cost of social media. Etc. Drivers of Social Media Marketing
  32. 32. © 2014 Berlin Asong. All rights reserved. 32 Some have said social media marketing is a “passing fad”. Prepare a counter argument, explaining what social media marketing can accomplish for organisations. 20minutes
  33. 33. © 2014 Berlin Asong. All rights reserved. 33 Branding: awareness | excitement 1
  34. 34. © 2014 Berlin Asong. All rights reserved. 34 Monitoring: consumer sentiments in real-time 2 Market research
  35. 35. © 2014 Berlin Asong. All rights reserved. 35 Click slide to monitor real-time public sentiments towards UK party leaders based on twitter feeds. Internet connection is required. Source: Kantar, 2014
  36. 36. © 2014 Berlin Asong. All rights reserved. 36 You can’t really tell who paid attention to that television ad, but you can tell who watched your YouTube ad all the way through, and who liked it, and shared it. Source: Tara Hunt, 2013 “ ”
  37. 37. © 2014 Berlin Asong. All rights reserved. 37 Responding: customer queries | blunders 3
  38. 38. © 2014 Berlin Asong. All rights reserved. 38 G.M. uses social media to manage customers and its reputation affected by car ignition problem.
  39. 39. © 2014 Berlin Asong. All rights reserved. 39 Amplifying: existing marketing campaign. 4
  40. 40. © 2014 Berlin Asong. All rights reserved. 40 Buzz: excite customers & prospects to keep talking about your brand. 5
  41. 41. © 2014 Berlin Asong. All rights reserved. 41 Nike’s Risk Everything campaign was the most viewed commercial on the internet, during the 2014 FIFA World Cup tournament in Brazil. Over Twenty-three million people have liked, retweeted or commented on The Last Game sequel, making it one of Facebook's most shared posts ever.— Source: Nike, 2014 Picturesource:nike.com
  42. 42. © 2014 Berlin Asong. All rights reserved. 42 Tesco recently introduced a scheme called “the Orchard”, aimed at creating online buzz about its new product ranges.
  43. 43. © 2014 Berlin Asong. All rights reserved. 43
  44. 44. © 2014 Berlin Asong. All rights reserved. 44 Crowdsourcing: tap customers and prospects for new product ideas, advice, etc. 6
  45. 45. © 2014 Berlin Asong. All rights reserved. 45 Starbucks white cup contest, requesting customers and prospects to decorate a Starbucks cup with customised art. Then take a picture of it and submit their entry on social media using the #WhiteCupContest. The winner’s design would be used for a limited edition Starbucks reusable plastic cup.
  46. 46. © 2014 Berlin Asong. All rights reserved. 46 Sales: drive online and offline retail sales. 7
  47. 47. © 2014 Berlin Asong. All rights reserved. 47 Branding. Monitoring. Responding. Amplifying. Buzz. Crowd sourcing. Sales. Goals of Social Media Marketing Adapted from McKinsey Quarterly, 2012
  48. 48. © 2014 Berlin Asong. All rights reserved. 48 Is “social media marketing” same as “social media advertising”?

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