Social Media Advertising (WVU Guest Talk )

What can be social about capitalism?: Using social media to reach new markets ADV Guest Lecture, G21 Ming Hsheh 3 November 2011 Nicholas David Bowman, Ph.D. Social Media and Advertising *All images linked to original sources; don’t steal intellectual property!

Overview
What is social media?
Goals of social media campaigns
Conversations via social media
General questions
Suggested readings
11/02/11 (c) ND Bowman, 2011

WHAT IS SOCIAL MEDIA?
ADV Guest Lecture
11/02/11 (c) ND Bowman, 2011 Social Media and Advertising

What is social media (really?)
Kaplan & Haenlein ( 2010 )
a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."
We can also think of it as people and their connections (THOUGHT: Which is more important?)
11/02/11 (c) ND Bowman, 2011

“ a group of Internet-based applications…
… .that build on the ideological and technological foundations of Web 2.0…
… and that allow the creation and exchange of user-generated content."
11/02/11 (c) ND Bowman, 2011

What is social media (really?) 11/02/11 (c) ND Bowman, 2011

11/02/11 (c) ND Bowman, 2011

What is Web 2.0 ? Ask O’Reilly ( 2005 )
11/02/11 (c) ND Bowman, 2011

11/02/11 (c) ND Bowman, 2011

GOALS OF SOCIAL MEDIA
ADV Guest Lecture

Goals
Content , not (necessarily) sales
11/02/11 (c) ND Bowman, 2011 Kietzmann et al. ( 2011 )

Goals
Different platforms, different goals?
11/02/11 (c) ND Bowman, 2011

CONVERSATIONS VIA SOCIAL MEDIA
ADV Guest Lecture

Communication
Collaboration
Education
Entertainment
“ Four Pillars” of Social Media All geared at supporting CONVERSATON 11/02/11 (c) ND Bowman, 2011

Conversation  Profits? 11/02/11 (c) ND Bowman, 2011 “ Entertain your audience, and have them invite their friends ” ~Safko & Brake
An added bonus?
Revenues came in the form of product sales and ad sales on the videos themselves!

Lead the Conversation
An often-overlooked role of marketing and advertising is that of education
Using social media can boost your reputation as an industry leader; a ‘go-to’ person in the larger conversation
11/02/11 (c) ND Bowman, 2011

Conversations = Relationships
In communication studies, we think of a relationship as:
Does the person interact with you?
Do they have idiosyncratic knowledge about you?
Do they modify their communication behavior (i.e. messages) based on what he/she/it(?) knows about you?
11/02/11 (c) ND Bowman, 2011

Can the conversations lead you?
Conversations are not controlled, they are guided…
… but sometimes your community might know the way better that you do!
11/02/11 (c) ND Bowman, 2011

Social Media Strategy
Before you start a social media campaign:
What is your ultimate goal?
Do you trust your audience?
Do you trust yourself?
Can you handle the conversation?
11/02/11 (c) ND Bowman, 2011

GENERAL QUESTIONS
ADV Guest Lecture
11/02/11 (c) ND Bowman, 2011

Social Media Clutter!?!
Ad clutter has always been a problem in digital advertising…
… but early reports suggest social media to be no worse
What about the ethics of AAAA
11/02/11 (c) ND Bowman, 2011

Take-Home Message
Social media is ubiquitous
~ 15% of world on Facebook (still gaps, of course)
Social media is Web 2.0
Create and collaborate; converse
Goals  Platform  Campaign  Goals
Can you handle the conversation?
11/02/11 (c) ND Bowman, 2011

Take-Home Message
Short lecture, so for information:
Nicholas David Bowman, Ph.D.
Assistant Professor, Communication Studies
West Virginia University
[email_address]
@bowmanspartan
11/02/11 (c) ND Bowman, 2011

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Social Media Advertising (WVU Guest Talk )

by West Virginia University - Department of Communication Studies on Nov 02, 2011

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Social Media Advertising (WVU Guest Talk ) — Presentation Transcript