Social Media Marketing:
Connecting through virtual
Overview on an innovative way to reach
The Social Media Ecosystem
Social Media Marketing: a framework for strategic MGMT
Case study: The 52nd Grammy Awards.
These are the arguments providing an insight on what SM is, how
to use SM and the potential efficiency of this “2.0” tool.
Ultimately my aim is to show how, given its “hot n cool”
environment, Social Media Marketing may enhance value in the
What is SM?
• Web 2.0: term describing a new way software developers and
end-users started to use the world wide web. The ideological
and technological foundation of SM.
• UGC: User Generated Content, refers to the various forms of
media content that are publicly available and created by end-
users. It represents the sum of all ways in which people use
Social Media: “ Social Media is 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.”
(Kaplan & Haenlein, 2009)
The Social Media Ecosystem
Social Media Classification
To create a classification scheme for SM , Kaplan and Haenlein
proceeded in a systematic manner relying on a set of theories in the
field of media research and social process:
1. Media-related concepts:
Social presence theory (Short, Williams & Christie, 1976)
Media richness theory (Daft & Lengel, 1986)
2. Social process-related concepts:
The self-presentation theory (Goffman, 1959)
Self-disclosure theory (Schau & Gilly, 2003)
Here are five tips for brand pages management on Facebook, provided
by Aron Willis:
1.Promote the Facebook page not just online.
2. Encourage sharing:
Through “Facebook Deals” a brand may offer its fans deals if the
page grows to a certain number .
Update the page with content that will encourage others to share the
news or offer.
A Special SNS Platform
Update “Fan pages” 3-4 times a week (old news is no news).
Vary in content published (users don’t seek in being
bombarded with sales messages all the time. )
Ask questions, be helpful and inform fans regarding
promotions or sales.
Be relevant in order to induce fans to “like” or comment on
your status as to encourage engagement.
Facebook pages needs constant monitoring.
If no immediate reply is required then brands must at least
acknowledge the post by liking it or simply thank users for the
Adopt Facebook Insights tool
Social Media Population
A conservative CEO or CMO might think that Social Media populations are
largely comprised by young adults and teenagers, if they do so they haven’t
been well following the SM trend.
According to data in above: while all
segments have a different dispersion
of platforms and channels, social
media plays a prominent role in the
communication preferences of every
Why marketers must use SM
Executives certainly know what social media is. They also might know
what makes social media so potent: its ability to amplify word-of-
Yet, the vast majority of executives have no idea how to use SMs
interactive power regarding:
Product and brand recognition,
Raising sales and profitability,
SMM Managerial Framework
Their lack of confidence is due mainly to:
Complex issues as “where”, “when” and “how” to
influence conversations with consumers,
Skepticism regarding ROI measurement ( SM ROI guiding
table provided in Appendix),
Lack of Technological “know-how” regarding Financial &
Human Resources Management.
SM grew, and is growing, thanks to gains that come from viral
marketing, lessons learned by listening customers and targeting them.
Marketing’s main goal is to reach consumers at moments (or touch-
points) that influence their purchasing behavior.
Divol, Edelman & Sarrazin (2012) state that depending on the company
and industry, some touch points are more important to competitive
advantage than others. They try to demystify SM by stating that SM is
the unique marketing component that reaches each touch-point by 4
main primary functions within the consumer decision journey path:
4. Lead behavior
Demystification of Social Media
The show was confronted with 2 major problems:
1. Facing a declining share of TV viewers due to competition
deriving from the myriad cable and network channels and other
forms of electronic entertainment.
2. Its viewership was skewed towards an older female demographic.
(“the Grannies” were perceived to offer less value in reaching the 18-49
year old target, in 2009 only 14% of the viewing audience belonged to
the 18-49 age demographic).
These issues raised a question in view of the 52nd Grammy Awards:
How could the show engage the difficult-to-reach 18-49
We are all fans: the 2010 Grammy Awards SM
In designing the campaign, TBWAChiatDay combined
traditional and online social media in an integrated way.
1. Traditional Media: “reach” the target
2. Social Media: create “intimacy” and “engage” the target
Social media was a centerpiece of the campaign while print and
TV media were used mainly to support the SM focus (inverting
the conventional advertising model focused on print and TV
The back-end was responsible for the platform development phase. The
core software was a program developed internally at
TWBAChiatDay and the program used keywords selected by fans to
scrape content from other social networking sites.
The content could be then organized to create a digital mosaic (figure
below) of the fan’s favorite artist and since new content would fill in
each time the screen was refreshed fans had a good incentive to return.
While the software was being developed the TBWAChiatDay staff
worked on gathering the support of artists who would be featured on
20 artist agreed their presence of the site (among which names as
Nine Inch Nails, Coldplay and expecially Lady Gaga).
The early support of Lady Gaga allowed the agency to feature her in
a beta-test shown to the press, and was also featured in the first
television spot branding the “we’re all fans” website.
Moreover, the Grammy Award promotional YouTube video of Lady
Gaga resulted in the artist posting links to the video on social
networking sites as Twitter, Facebook and MySpace.
Another strategy developed was the launch of a
webcast event known as:
The Social Media Rock Star Summit: the scope of
the event was to dispose of the most influential
bloggers for their opinions regarding the “We’re all
Fans” SM campaign.
Front-End Phase (II)
1. Engaging and leveraging the SM ecosystem helped the Grammy
Awards to achieve its best ratings in years.
2. It was the top rated program for the week with about 26 million
3. Engagement from the 18-34 age segment share increased to 32%
to almost 9.1 million viewers.
(A future 10% increase in these share would imply 15% higher advertising rates for
the consequent edition .)
The 30-second TV spot featuring Lady Gaga amplified the total
web traffic by 36% (thanks to referrals from her network
Online traffic didn’t peak during the show: it spiked the day after
consistent with the “water-cooler effect” phenomenon (in its 2.0
1. Technology has transformed the traditional model of marketing
2. The rise in interactive digital media has revolutionized company
and consumer contact from a web 1.0 passive model to a web 2.0
highly interactive model where consumers are simultaneously
the initiators and recipients of information exchanges.
3. The combination of both traditional and social media may allow
companies to develop integrated communication strategies to
reach consumers on several platforms, thus enabling a wide
sphere of influence.
Whether you are an individual, a start-up, a small business or a large
corporation, an online presence and constantly conversing and
listening your constituents is a baseline requirement for modern
1. Social Media Marketing does require serious time and expertise.
2. A new 2.0 marketing paradigm through which businesses have
to satisfy customers is by keeping in mind 4 key “C”s regarding
customers (end-users) needs to: