Social Media Advertising (WVU Guest Talk )

1,242 views

Published on

On 3 November 2011, Dr. Nick Bowman (Communication Studies, West Virginia University) delivered a short talk to introductory marketing and advertising majors at WVU about the role of social media in marketing and advertising. He spoke on the importance of pairing goals with platforms and implored students to think of the power of conversation and collaboration in today's media environment.

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,242
On SlideShare
0
From Embeds
0
Number of Embeds
432
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Nice Start
  • Social Media Advertising (WVU Guest Talk )

    1. 1. What can be social about capitalism?: Using social media to reach new markets ADV Guest Lecture, G21 Ming Hsheh 3 November 2011 Nicholas David Bowman, Ph.D. Social Media and Advertising *All images linked to original sources; don’t steal intellectual property!
    2. 2. Overview <ul><li>What is social media? </li></ul><ul><li>Goals of social media campaigns </li></ul><ul><li>Conversations via social media </li></ul><ul><li>General questions </li></ul><ul><li>Suggested readings </li></ul>11/02/11 (c) ND Bowman, 2011
    3. 3. WHAT IS SOCIAL MEDIA? <ul><li>ADV Guest Lecture </li></ul>11/02/11 (c) ND Bowman, 2011 Social Media and Advertising
    4. 4. What is social media (really?) <ul><li>Kaplan & Haenlein ( 2010 ) </li></ul><ul><ul><li>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.&quot; </li></ul></ul><ul><li>We can also think of it as people and their connections (THOUGHT: Which is more important?) </li></ul>11/02/11 (c) ND Bowman, 2011
    5. 5. What is social media (really?) <ul><ul><li>“ a group of Internet-based applications… </li></ul></ul><ul><ul><li>… .that build on the ideological and technological foundations of Web 2.0… </li></ul></ul><ul><ul><li>… and that allow the creation and exchange of user-generated content.&quot; </li></ul></ul>11/02/11 (c) ND Bowman, 2011
    6. 6. What is social media (really?) 11/02/11 (c) ND Bowman, 2011
    7. 7. What is social media (really?) <ul><ul><li>“ a group of Internet-based applications… </li></ul></ul><ul><ul><li>… .that build on the ideological and technological foundations of Web 2.0… </li></ul></ul><ul><ul><li>… and that allow the creation and exchange of user-generated content.&quot; </li></ul></ul>11/02/11 (c) ND Bowman, 2011
    8. 8. What is social media (really?) <ul><li>What is Web 2.0 ? Ask O’Reilly ( 2005 ) </li></ul>11/02/11 (c) ND Bowman, 2011
    9. 9. What is social media (really?) <ul><ul><li>“ a group of Internet-based applications… </li></ul></ul><ul><ul><li>… .that build on the ideological and technological foundations of Web 2.0… </li></ul></ul><ul><ul><li>… and that allow the creation and exchange of user-generated content.&quot; </li></ul></ul>11/02/11 (c) ND Bowman, 2011
    10. 10. GOALS OF SOCIAL MEDIA <ul><li>ADV Guest Lecture </li></ul>11/02/11 (c) ND Bowman, 2011 Social Media and Advertising
    11. 11. Goals <ul><li>Content , not (necessarily) sales </li></ul>11/02/11 (c) ND Bowman, 2011 Kietzmann et al. ( 2011 )
    12. 12. Goals <ul><li>Different platforms, different goals? </li></ul>11/02/11 (c) ND Bowman, 2011
    13. 13. CONVERSATIONS VIA SOCIAL MEDIA <ul><li>ADV Guest Lecture </li></ul>11/02/11 (c) ND Bowman, 2011 Social Media and Advertising
    14. 14. <ul><li>Communication </li></ul><ul><li>Collaboration </li></ul><ul><li>Education </li></ul><ul><li>Entertainment </li></ul>“ Four Pillars” of Social Media All geared at supporting CONVERSATON 11/02/11 (c) ND Bowman, 2011
    15. 15. Conversation  Profits? 11/02/11 (c) ND Bowman, 2011 “ Entertain your audience, and have them invite their friends ” ~Safko & Brake <ul><li>An added bonus? </li></ul><ul><li>Revenues came in the form of product sales and ad sales on the videos themselves! </li></ul>
    16. 16. Lead the Conversation <ul><li>An often-overlooked role of marketing and advertising is that of education </li></ul><ul><li>Using social media can boost your reputation as an industry leader; a ‘go-to’ person in the larger conversation </li></ul>11/02/11 (c) ND Bowman, 2011
    17. 17. Conversations = Relationships <ul><li>In communication studies, we think of a relationship as: </li></ul><ul><ul><li>Does the person interact with you? </li></ul></ul><ul><ul><li>Do they have idiosyncratic knowledge about you? </li></ul></ul><ul><ul><li>Do they modify their communication behavior (i.e. messages) based on what he/she/it(?) knows about you? </li></ul></ul>11/02/11 (c) ND Bowman, 2011
    18. 18. Can the conversations lead you? <ul><li>Conversations are not controlled, they are guided… </li></ul><ul><li>… but sometimes your community might know the way better that you do! </li></ul>11/02/11 (c) ND Bowman, 2011
    19. 19. Social Media Strategy <ul><li>Before you start a social media campaign: </li></ul><ul><ul><li>What is your ultimate goal? </li></ul></ul><ul><ul><li>Do you trust your audience? </li></ul></ul><ul><ul><li>Do you trust yourself? </li></ul></ul><ul><ul><li>Can you handle the conversation? </li></ul></ul>11/02/11 (c) ND Bowman, 2011
    20. 20. GENERAL QUESTIONS <ul><li>ADV Guest Lecture </li></ul>11/02/11 (c) ND Bowman, 2011
    21. 21. Social Media Clutter!?! <ul><li>Ad clutter has always been a problem in digital advertising… </li></ul><ul><li>… but early reports suggest social media to be no worse </li></ul><ul><li>What about the ethics of AAAA </li></ul>11/02/11 (c) ND Bowman, 2011
    22. 22. Take-Home Message <ul><li>Social media is ubiquitous </li></ul><ul><ul><li>~ 15% of world on Facebook (still gaps, of course) </li></ul></ul><ul><li>Social media is Web 2.0 </li></ul><ul><ul><li>Create and collaborate; converse </li></ul></ul><ul><li>Goals  Platform  Campaign  Goals </li></ul><ul><li>Can you handle the conversation? </li></ul>11/02/11 (c) ND Bowman, 2011
    23. 23. Take-Home Message <ul><li>Short lecture, so for information: </li></ul><ul><li>Nicholas David Bowman, Ph.D. </li></ul><ul><li>Assistant Professor, Communication Studies </li></ul><ul><li>West Virginia University </li></ul><ul><li>[email_address] </li></ul><ul><li>@bowmanspartan </li></ul>11/02/11 (c) ND Bowman, 2011

    ×