Agenda –  8/30/10 <ul><li>Administrative Info – adding course </li></ul><ul><li>Syllabus review </li></ul><ul><li>Use of F...
Marketing in Social Media Introduction to course Created by Jan Ahrens  [email_address]
History <ul><li>The social media are actually old:  </li></ul><ul><ul><li>written, audio or video information </li></ul></...
The Premise of Social Media? <ul><li>Eliminating one-way interruption </li></ul><ul><ul><li>Interruption: tv or radio ads ...
Are social medias… <ul><li>… Public Relations? </li></ul><ul><li>… Direct Marketing? </li></ul><ul><li>… Advertising? </li...
Old Rules <ul><li>Marketing meant advertising and branding </li></ul><ul><li>Mass appeal of advertising </li></ul><ul><li>...
Definition <ul><li>Social Media  – Blogs, Podcasting, Social Networking, Twitter, Virtual Worlds, Mobile </li></ul><ul><li...
 
Internet and Social Media Statistics <ul><li># of people using Internet worldwide? </li></ul><ul><li>1.73 billion (9/09) <...
Internet and Social Media Statistics <ul><li># of blogs? </li></ul><ul><li>126 million </li></ul><ul><li># of Tweets per d...
Comparing Social Media to Traditional Marketing Digital Media Channel Traditional Discipline Blog Newspaper / Newsletters ...
Fortune 100 Global Companies –   Social Media Checkup <ul><li>Data collected 11/09 – 01/10 </li></ul><ul><li>29 US, 48 Eur...
Global Companies Using Social Media <ul><li>What percent of global Fortune 100 companies are using at least one of the top...
Global Companies Using Social Media
Multiple Platforms?
Which Platform?
Multiple Accounts
Frequency of Communications
Social Media – Marketing via Blogs <ul><ul><li>Build Database </li></ul></ul><ul><ul><li>Communicate (e.g. new products or...
Social Media – Marketing via Twitter <ul><li>Communication </li></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Relations...
Social Media –  Marketing via Social Networks <ul><li>Create Brand Awareness </li></ul><ul><li>Communicate – engage with c...
Social Media – Marketing via Podcast <ul><li>Build brand </li></ul><ul><li>Communicate  </li></ul><ul><ul><li>News </li></...
Social Media – Marketing via Video <ul><li>Build brand </li></ul><ul><ul><li>Ex.  Mountain Dew </li></ul></ul><ul><ul><li>...
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8/30 - Social Media Intro

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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 &amp; PR . Hoboken, NJ: John Wiley &amp; 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

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