8/30 - Social Media Intro
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This is the course introduction PPT for Marketing in Social Media. Mkt 396

This is the course introduction PPT for Marketing in Social Media. Mkt 396

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  • Gillin, Paul (2009). Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books. Meerman Scott, David (2009) The New Rules of Marketing & PR . Hoboken, NJ: John Wiley & Sons, Inc
  • By Brian Solis
  • Digital media channel Traditional discipline 1. Search – SEO No direct comparison, although PR is important and related to Advertising messages, but no media investment. 2. Search – Pay Per Click Advertising 3. Online PR Public Relations 4. Online Partnerships – Affiliate Marketing No direct comparison, but Sales Promotion is closest. 5. Interactive Ads Advertising 6. Opt-in e-mail Direct marketing 7. Viral Marketing Public Relations
  • Burson-MarstellerEvidence-Based Communications
  • Burson-MarstellerEvidence-Based Communications
  • Burson-MarstellerEvidence-Based Communications
  • Burson-MarstellerEvidence-Based Communications
  • Burson-MarstellerEvidence-Based Communications
  • Burson-MarstellerEvidence-Based Communications

8/30 - Social Media Intro Presentation Transcript

  • 1. Agenda – 8/30/10
    • Administrative Info – adding course
    • Syllabus review
    • Use of Facebook, Twitter etc for administering course
    • Video
    • Course overview and topic introductions
    • Introduction to assignments, Target Industry
  • 2. Marketing in Social Media Introduction to course Created by Jan Ahrens [email_address]
  • 3. History
    • The social media are actually old:
      • written, audio or video information
    • Delivered in a new way:
      • Online
      • On demand
      • Pushed or pulled
      • Mobile
  • 4. The Premise of Social Media?
    • Eliminating one-way interruption
      • Interruption: tv or radio ads
    • Eliminating one-way spin
      • Spin: marketer’s sell
    • New Media can deliver content when the buyer needs it
  • 5. Are social medias…
    • … Public Relations?
    • … Direct Marketing?
    • … Advertising?
    • … Personal Selling?
    • … Sponsorships?
    • … Branding?
  • 6. Old Rules
    • Marketing meant advertising and branding
    • Mass appeal of advertising
    • Interruption tactics
    • One-way communication
    • Sell, sell, sell
    • Creativity most important
    • Marketing disciplines were separate within organizations
    • Fear negativity and loss of control
  • 7. Definition
    • Social Media – Blogs, Podcasting, Social Networking, Twitter, Virtual Worlds, Mobile
    • Also called Emerging or New Media
    • “ Kinda New ” Media – Internet, email
    • “ Old “ or Traditional Media – television, radio, newspaper, print, outdoor
    • The Big 4 Platforms for Marketing:
    Created by Jan Ahrens jbahrens2002@yahoo.com
  • 8.  
  • 9. Internet and Social Media Statistics
    • # of people using Internet worldwide?
    • 1.73 billion (9/09)
    • # of people using email?
    • 1.4 billion (2009)
    • # of emails sent per day? % spam?
    • 247 billion (2009) 81%
    • # of websites?
    • 234 million (12/09)
  • 10. Internet and Social Media Statistics
    • # of blogs?
    • 126 million
    • # of Tweets per day?
    • 50 million (2/10)
    • # of people on Facebook?
    • 500 million (7/10)
    • # of videos served on YouTube / day
    • 1 billion
  • 11. Comparing Social Media to Traditional Marketing Digital Media Channel Traditional Discipline Blog Newspaper / Newsletters Public Relations Twitter Newspaper / Newsletters Public Relations Promotions – Coupons Facebook / LinkedIn Conferences & Seminars YouTube Television
  • 12. Fortune 100 Global Companies – Social Media Checkup
    • Data collected 11/09 – 01/10
    • 29 US, 48 European, 20 Asian, 3 Latin American
    • 4 Main Social Media Platforms: Twitter, Facebook, YouTube, Corporate Blog
  • 13. Global Companies Using Social Media
    • What percent of global Fortune 100 companies are using at least one of the top 4 platforms in social media?
  • 14. Global Companies Using Social Media
  • 15. Multiple Platforms?
  • 16. Which Platform?
  • 17. Multiple Accounts
  • 18. Frequency of Communications
  • 19. Social Media – Marketing via Blogs
      • Build Database
      • Communicate (e.g. new products or policy, avert crisis, address public issue)
        • General Motors blog
      • Monitor (e.g. track what stakeholders are saying)
      • Advertise and Sell (e.g. sponsor, product placement, search ads, display ads, affiliate marketing, paid posts, spokesblogger, rich media)
        • Targeted and untargeted ad examples at FaveCrafts
        • Sponsorship and rich media example at BusinessInsider
  • 20. Social Media – Marketing via Twitter
    • Communication
      • News
      • Relationship Building
      • Get ideas (ask followers, follow others)
    • Branding
      • Profile
      • Create story
    • Drive traffic
      • To blog or website
      • Selling
      • Advertising
  • 21. Social Media – Marketing via Social Networks
    • Create Brand Awareness
    • Communicate – engage with customers
    • Advertise – make $
    • Sell – make $
  • 22. Social Media – Marketing via Podcast
    • Build brand
    • Communicate
      • News
      • Content
      • Education
      • Product introductions
    • Drive traffic
      • To blog or website
    • Sell
      • Products or services
    • Advertising model
      • Sponsors
    • Ask for donations
      • “ Begware” button
  • 23. Social Media – Marketing via Video
    • Build brand
      • Ex. Mountain Dew
      • Online viewing produces higher product recall
    • Communicate
      • News
      • Content
      • Education
      • Product introductions
        • Home for Sale
    • Drive traffic
      • To blog or website
    • Sell
      • Direct Sales – Infomercial style
        • Ron Popeil’s Pasta Maker
      • Indirect sales of products or services
        • E.g. Nike
    • Advertising model
      • Sponsors