1. Chapter 5
Social Media in Advertising and Marketing
The Dream Team: Avel, Estefani, Kyara, Shantal
2. Advertising & Marketing Theories
Top-of-Mind Awareness: branding through a sustained level of marketing and
messaging that influences customers at time of purchase (having consistent presence)
Frame-of-Mind Awareness: reaching potential customers when they are in an
active shopping and buying mode (create easier access for customers and wait for them to
come to you)
Friend-of-Mine Awareness: your prospective customers consider you a friend to
compete for their time, attention and loyalty (you gain customer’s trust and you become a
valuable resource to them)
● This kind of marketing uses data to determine what customers want
3. Advertising & Marketing Theories continued...
● Marketing Mix… Four P’s
- Product
- Place
- Price
- Promotion
4. Consumers
Consumers follow a social media marketing customer driven path….
Finding sites and content
Learning through engagement and listening
Validating information through reviews and community conversation
Using via demonstrations or trials
Buying through a sales process
Advocacy after the purchase
5. Consumers ….. continued
Other ways of attracting consumers:
Company announcing new client or new customer endorsement
Rewarding brand loyalty with special programs
- Can be linked to their social media marketing communication plan
6. Branding
What is it?...
- “Corporate brand management may be seen as a PR function of
promoting and protecting the reputation of the corporation”
Company’s “reason for being”
Most companies want to be distinct from others
It involves a bond (powerful emotional connection)
- This creates real-time opportunities for brand representatives w/ the
public
7. Promotions, Market Research and Segmentation
➢ Companies ask consumers to advertise their product
➔ Through Social Networks
➔ A form of propaganda
➔ Participate to win offered prices.
❖ Offers opportunities and develops engagement.
8. Integrated Marketing Communication (IMC)
Today:
● The most effective use of advertisement is social media!
But in order to engage:
● Be relevant, engaged, and authentic
❖ It involves more than simply having a presence on a
social media site.
9. Social Media Strategic Planning
Four businesses considerations...
1. Value creation
2. Sources of competency
3. Target market
4. Revenue
11. Awareness and engagement
● Consumers spend time researching in mobile.
● Mobile research starts with search.
● Location proximity.
● Purchase immediacy is key.
● Mobile influences purchases across channels.
14. Cost of Ignoring (COI)
“Measure of social shyness”
Customer service, reputation management, crowdsourcing, collaboration, and
recruitment
Customer loyalty, manage negative sentiment, credibility
15. Advertising & Marketing Case Studies
“Real-time Social Marketing”
CRM: Customer Relations
Management
By being active on social media,
companies can manage
customer satisfaction,
retention, and loyalty.
