Mgt522 Group 3 Presentation


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  • Social Media- any internet user, including people and organizations, can create social media -social networking sites, media sharing sites, blogs, podcasts, virtual worlds, and wikis Social Media Marketing-companies using social media as a vehicle to convey their message to consumers, as well as being able to create lines of communication with their target market. -advantageous to companies because it allows them to reach a larger audience -turned a monologue type of communication into a dialogue -disadvantages- time consuming, fast paced, risk losing customers if you don’t respond on your site.
  • With the technological usage of Facebook there is no more face to face interaction with consumers, it becomes impersonal. Facebook pages you can only view how many people have looked at your pages. It can’t measure if people bought their product directly because of the facebook page it holds. It is almost impossible to measure the impact a facebook page has on the consumer. When wal-mart first entered the realm of facebook they thought they would be able to fix the corporate reputation of bad labor practices but instead it backfired. 3 largest mistakes made by Walmart: 1. Focused primarily on marketing message- In offline marketing, the winner is usually the one with the loudest volume on their marketing message. In social marketing however, it is often the better listener that enjoys the greater success. Their transition into social marketing wasn’t researched in depth to know what the users of facebook wanted. 2. Heavily moderated their site comments and feedback-This backfired immediately as users soon notice the lack of 2-way dialogue and started flooding wal-marts wall posts with hate communities and anti Wal-Mart comments. Instead they should have offered open discussion on the negative opinions and engage the consumers and their concerns. 3. Walmart is known for their low-prices but on facebook walmart decided to turn their focus on fashion and style. To walmart consumers this came off as fake and pretentious, they wanted to see a facebook page that appealed to why they like walmart, and it was for their discounts.
  • -Not just a page, representation of company and image they are trying to portray to consumers.
  • Youtube doesn’t offer good quality picture for the consumers especially if the picture had to compromised in order to fit onto youtube There are 10 min. time restrictions that cannot be lifted, unless certain requirements are met. Must have all original videos, possess monetary rights to material, post new content created regularly, and a proven track record with thousands of views. Youtube offers links to similar videos, which may be some of your competitors There is no way to control what your employees do that may impact the reputation of the company In April 2009 two employees of Domino’s in NC recorded themselves putting mucus into customers sandwiches. They then decided to post the video on youtube where 1 million views had been made in just 2 days. This extremely impacted the brand of domino’s to the point that a national study conducted by HCD Research using its Media Curves Web site found that 65% of respondents who would previously visit or order Domino's Pizza were less likely to do so after viewing the offensive video.
  • YouTube can be used to promote the brand itself, by simply uploading the TV commercials, but the more successful brands use YouTube as one tool in the marketing strategy Ex) Quicksilver/Roxy – behind the scenes and video blogs by pro surfers and skaters, as well as up-and-coming musicians and other content – promotes the brand “lifestyle” and paints the brand as a forward-looking one Ex) Ford – multilingual posts (wider audience appeal); infotainment (not just commercials, but valuable info for target audience); uploaded many videos and learned how to tailor message while creating large searchable archive = more views YouTube humanizes the brand/faceless corporation (Home Depot how-to videos) Like other social media, needs to be regularly updated.
  • Mgt522 Group 3 Presentation

    1. 1. SOCIAL MEDIA MARKETING <ul><li>Group 3 presents: </li></ul>Brittany Crail Kellie Knapp Rachel Balkovec Cassondra Lopez Elaine Landon Dana Nagle Hue Lai Presentation 2, MGT 522 November 30, 2009
    2. 2. <ul><li>Definitions </li></ul><ul><li>Background </li></ul><ul><ul><li>Social Media Lifecycle </li></ul></ul><ul><ul><li>Not a Trend </li></ul></ul><ul><ul><li>Barriers To Involvement </li></ul></ul><ul><ul><li>Our Focus </li></ul></ul><ul><li>Implications </li></ul><ul><li>Activity </li></ul><ul><li>Conclusions </li></ul>
    3. 3. <ul><li>What is Social Media? </li></ul><ul><li>What is Social Media Marketing? </li></ul><ul><ul><li>Advantages to marketers? </li></ul></ul><ul><ul><li>Disadvantages to marketers? </li></ul></ul>
    4. 4. Types of Social Media <ul><li>Social Networking Sites </li></ul><ul><ul><li>Facebook, MySpace, Twitter, LinkedIn </li></ul></ul><ul><li>Media Sharing Sites </li></ul><ul><ul><li>YouTube, CollegeHumor.Com, </li></ul></ul><ul><li>Virtual Worlds </li></ul><ul><ul><li>Second Life </li></ul></ul><ul><li>Blogs, Podcasts, and Wikis </li></ul>
    5. 5. Life Cycle/Trendiness of Social Media Sites <ul><li>Introduction </li></ul><ul><li>Growth </li></ul><ul><li>Maturity </li></ul><ul><li>Decline </li></ul>Source:
    6. 6. Social Media Marketing Is NOT a Trend! <ul><li>Allows marketers to follow target audience </li></ul><ul><li>Use lifecycle of sites to follow target market </li></ul><ul><li>Most up-to-date way </li></ul><ul><li>to reach audience </li></ul>
    7. 7. Social Media Marketing Is Hard For Companies To Get On Board <ul><li>Unable to develop strategy </li></ul><ul><li>Main players today, not main players tomorrow </li></ul><ul><li>Social site clutter </li></ul><ul><li>Do not know which site target market is using </li></ul><ul><li>Costly and time consuming </li></ul>
    8. 8. Focus: Facebook & YouTube <ul><li>Created in 2004 by Harvard student </li></ul><ul><li>Re-created life cycle </li></ul><ul><li>“ Social Network Site” </li></ul><ul><li>250 million active users </li></ul><ul><li>Created in 2005, acquired by Google in 2006 </li></ul><ul><li>Most popular media sharing site in world </li></ul><ul><li>100 million+ viewers per month </li></ul>
    9. 9. <ul><li>Definitions </li></ul><ul><li>Background </li></ul><ul><li>Implications </li></ul><ul><ul><li>Social Media Pros & Cons </li></ul></ul><ul><ul><li>Brand Management </li></ul></ul><ul><ul><li>Legal Implications </li></ul></ul><ul><li>Activity </li></ul><ul><li>Conclusions </li></ul>
    10. 11. Pros: Facebook <ul><li>Find Information for </li></ul><ul><li>Marketing Trends </li></ul><ul><li>More Information </li></ul><ul><li>Market Segmentation </li></ul><ul><li>Send online coupons </li></ul>
    11. 12. Cons: Facebook <ul><li>Makes interactions with consumers less personal </li></ul><ul><li>Difficult to measure successes </li></ul><ul><li>Ex. Wal-Mart Case Study </li></ul><ul><ul><li>Didn’t alter marketing strategy </li></ul></ul><ul><ul><li>Limited Discussion </li></ul></ul><ul><ul><li>Deviated from core </li></ul></ul><ul><ul><li>value </li></ul></ul>
    12. 13. Brand Management: Facebook <ul><li>It is not just a page! </li></ul><ul><ul><li>Regular updates </li></ul></ul><ul><ul><li>Value to target audience </li></ul></ul><ul><ul><li>Similar message as other social media tools used </li></ul></ul><ul><li>Examples: </li></ul><ul><ul><li>Target, </li></ul></ul>
    13. 14. Legal Implications Facebook <ul><ul><li>Contests / Sweepstakes </li></ul></ul><ul><ul><li>Phishing </li></ul></ul><ul><li>Privacy </li></ul><ul><ul><li>-Business Pages </li></ul></ul><ul><ul><li>vs. </li></ul></ul><ul><ul><li>Personal Pages </li></ul></ul>
    14. 16. Pros: YouTube <ul><li>Greater Access to videos </li></ul><ul><li>Categories </li></ul><ul><li>There is no account </li></ul><ul><li>needed, or specific </li></ul><ul><li>privacy settings </li></ul><ul><li>Businesses can see </li></ul><ul><li> the popularity of their </li></ul><ul><li> video. </li></ul>
    15. 17. Cons: YouTube <ul><li>Low quality picture </li></ul><ul><li>Time restrictions </li></ul><ul><li>Can’t control employee’s actions </li></ul><ul><li>Ex. Domino’s Case Study </li></ul>
    16. 18. Brand Management: YouTube <ul><li>YouTube humanizes the brand – few things that don’t work on video </li></ul><ul><ul><li>Shows fun and creativity of brand </li></ul></ul><ul><li>Need share-able content </li></ul><ul><li>Regular updates required </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Ford, Roxy and </li></ul></ul><ul><ul><li>Quicksilver </li></ul></ul>
    17. 19. Legal Implications YouTube <ul><ul><li>Copyright </li></ul></ul><ul><ul><li>Privacy </li></ul></ul><ul><ul><ul><li>-Anonymity </li></ul></ul></ul><ul><ul><li>vs. </li></ul></ul><ul><ul><li>First Amendment Rights </li></ul></ul>
    18. 20. <ul><li>Definitions </li></ul><ul><li>Background </li></ul><ul><li>Implications </li></ul><ul><li>Activity </li></ul><ul><li>Conclusions </li></ul>
    19. 21. <ul><li>Definitions </li></ul><ul><li>Background </li></ul><ul><li>Implications </li></ul><ul><li>Activity </li></ul><ul><li>Conclusions </li></ul>
    20. 22. Conclusion
    21. 23. Questions ???