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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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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
  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>