Social Media a major player in Digital Marketing

1. Digital Marketing
Strategy
Nauman Hussaini
(Wedgwood, 2015)

2. Agenda
• Introduction
• Importance of
Social media
• Trend Examples
• Dark Side
• Conclusions
(The Conversation, 2019)

3. What is social
media marketing?
• One of the channels of digital
marketing.
• Social media channels to
marketing a brands, products and
services.
• The most popular are, Facebook,
Twitter, Instagram, YouTube and
Google.
(Breitwieser, 2020).
(Khan, 2019)

4. • The radio took 38 years to
reach 50 million audience.
• Television 13 years
America Online Inc. just two
and half years. (Bunting, & Lipski, 2001)
• More than 50% of the
World´s population is online
• 68% of people use their cell
phones for Facebook
(Khan, 2019)
Why Social Media?
(Cahyo, 2017)

5. Social Media Examiner. (May 11, 2020). Leading benefits of using social media for marketing purposes worldwide as of January 2020 [Graph]. In Statista.

6. Social Media Examiner. (May 11, 2020). Leading social media platforms used by marketers worldwide as of January 2020 [Graph]. In Statista.

7. Example 1:
Celebrity influence
• Mariah Carey was the first
celebrity using Airbnb in 2015,
her post got 45K likes
(MediaKix, n.d.)

8. Influencers act as a spokesperson and a representative of a brand.
They are also responsible for the communicating consumer's desires,
feedbacks and comments back to the brand (Booth and Matic, 2011).
Social Media Influencers

9. Gook, A. (n.d.).

10. Emotional Appeal during COVID 19
(Smith, 2020)

11. (Chen, 2020)

12. * They’re selling more than a product; they’re selling
aspiration
* Constant innovation – NIKE+
* They’re socially-conscious
* Unique, Exciting Things – Nike Phenomenal Shot
* They make some really fun ads that people love sharing
and talking about
* They earn word-of-mouth especially Electronic Word of
Mouth(eWOM)
* They’re Killing it on Social Media
* Original YouTube series Margot vs. Lily received over
80,000,000 views
(Kell, 2016)
(Lee, et al 2017)
(ReferralCandy, 2017)

13. (Tran, 2020)

14. In today’s world online reputation is the only reputation a Brand possess(Fertik,
& Thomson, 2010)

15. Are they manipulating
your mind
subconsciously?
Their business model is keeping us on the screen. “our
attention” is the product, and it is selling to the
advertiser. As a user, you are for sale (Aluc, 2020).
(Aluc, 2020)

16. Negative effect of social media
• Programing our thoughts
• Geopolitical chaos
• Spreading rumors
• Tracking your interests and breaking privacy
• Being manipulated
• Affecting all spheres
(Aluc, 2020)

17. (Lapowsky, 2019)

18. Conclusion
Needs: Forget it
Wants: Forget it
Dreams: Now you are talking!!
(Irimia & Gottschling, 2016)

19. References
• Algesheimer, Ren´e, Utpal M. Dholakia, and Andreas Herrmann (2005), “The Social Influence of Brand
Community: Evidence from European Car Clubs,” Journal of Marketing, 69 (3), 19–34.
• Aluc, G. (2020, September 14). A Little Review About Why "The Social Dilemma" Is Important.
Retrieved from https://gamzealuc.medium.com/a-little-review-about-why-the-social-dilemma-is-
important-32358803146b
• Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate
brand perceptions. Corporate Communications: An International Journal, 16(3), 184-191.
• Breitwieser, J. (2020, April 16). The difference between digital marketing and social media marketing.
Business 2 Community. https://www.business2community.com/digital-marketing/the-difference-
between-digital-marketing-and-social-media-marketing-and-why-you-should-care-02302456
• Bunting, M., & Lipski, R. (2001). Drowned out? Rethinking corporate reputation management for the
Internet. Journal of Communication Management, 5(2), 170–178, p. 171. doi: http://
dx.doi.org/10.1108/13632540110806758
• Buyer, Lisa. “PR Under the Influence: Why Influencer Marketing is all the Buzz.” #SocialPR Chat. N.p., 18
Jan. 2016. Web. 28 Mar. 2017.

20. • Cahyo, D. (2017, July 12). Digital VS Traditional Media Consumption. Retrieved from http://dewina-
journal.foutap.com/digital-vs-traditional-media-consumption/
• Chen, M. (2020, April 08). Vancouver Sneaker Company Offers 30% Off to Help Donate Masks to
Healthcare Workers. Retrieved from https://nextshark.com/vessi-vancouver-sneaker-company-mask-
donations/
• Desai, Kalpesh Kaushik, and Kevin Lane Keller (2002), “The Effects of Ingredient Branding Strategies on
Host Brand Extendibility,” Journal of Marketing, 66 (1), 73–93.
• De Vries, Lisette, Sonja Gensler, and Peter S.H. Leeflang (2012), “Popularity of Brand Posts on Brand Fan
Pages: An Investigation of the Effects of Social Media Marketing,” Journal of Interactive Marketing, 26
(2), 83–91.
• Fertik, M., & Thomson, D. (2010). Wild West 2.0: How to protect and restore your online reputation on
the untamed social frontier. New York: AMA, p. 16.
• Freberg, K., et al. Who are the social media influencers? A study of public perceptions of personality.
Public Relations Review (2010), doi: 10.1016/j.pubrev.2010.11.001
• Gillivray, NM (2015) What are the effects of social media on youth? Available
at: https://turbofuture.com/internet/effects-of-social-media-on-our-youth
• Gook, A. (n.d.). Portfolio. Retrieved from https://andrewgook.com/portfolio
• Irimia R, Gottschling M (2016) Taxonomic revision of Rochefortia Sw. (Ehretiaceae, Boraginales).
Biodiversity Data Journal 4: e7720. https://doi.org/10.3897/BDJ.4.e7720

21. • Kell, J. (2016, January 28). This Is The New Way Nike Is Going After Women. Retrieved from
https://fortune.com/2016/01/28/nike-youtube-margot-lily/
• Khan, F. (2019, February 25). Unlocking the potential of social media platforms for digital marketing.
Medium. https://medium.com/technicity/unlocking-the-potential-of-social-media-platforms-for-digital-
marketing-d0963183f805
• Lapowsky, I. (2019, March 17). How Cambridge Analytica Sparked the Great Privacy Awakening. Retrieved
from https://www.wired.com/story/cambridge-analytica-facebook-privacy-awakening/
• Lee, M., & Yuon, S. (2009). Electronic Word of Mouth (eWOM). International Journal of Advertising, 28(3),
473-499.
• Marketing Hub, I. (2020, October 14). Social Media Trends for 2020 and Beyond. Retrieved I, from
https://influencermarketinghub.com/social-media-trends/
• MediaKix. ( n.d.). Case study: Airbnb’s celebrity- focused Instagram marketing strategy.
https://mediakix.com/blog/airbnb-marketing-celebrity-instagram-influencers/
• ReferralCandy. (2017, September 11). Nike's Brilliant Marketing Strategy - Why You Should Be (Just) Doing it
Too. Retrieved from https://medium.com/the-mission/nikes-brilliant-marketing-strategy-why-you-should-be-
just-doing-it-too-d3680d9254ba
• Smith, J. (2020, March 26). Vancouver's Vessi receives overwhelming response for 1,000+ free sneakers to
frontline healthcare workers. Retrieved from https://www.straight.com/life/vancouvers-vessi-receives-
overwhelming-response-1000-free-sneakers-frontline-healthcare-workers

22. • Social Media Examiner. (May 11, 2020). Leading benefits of using social media for marketing purposes
worldwide as of January 2020 [Graph]. In Statista. Retrieved November 24, 2020, https://www-statista-
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businesses/
• Social Media Examiner. (May 11, 2020). Leading social media platforms used by marketers worldwide as of
January 2020 [Graph]. In Statista. Retrieved November 24, 2020, from https://www-statista-
com.ezproxy.myucwest.ca/statistics/259379/social-media-platforms-used-by-marketers-worldwide/
• The Conversation. (2019, December 3). The hidden costs of social media use in elections: a Ghana case study.
https://theconversation.com/the-hidden-costs-of-social-media-use-in-elections-a-ghana-case-study-128007
• Tran, T. (2020, March 03). What is Social Listening, Why it Matters, and 10 Tools to Make it Easier. Retrieved
from https://blog.hootsuite.com/social-listening-business/
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