Social media and Enduring Imperatives
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report about social media, its benefits and features, functions of social media related to public relations
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Social media and Enduring Imperatives
- 1. & ENDURING MARKETING IMPERATIVES SOCIAL Monneth Coronacion Maria Rosalyn Rosario Special Topics in Marketing Prof. Paul Balasan
- 2. SUBTOPICS: 01 History of Social Media 02 Social Media vs. Social Networking 03 Key Terms 04 Characteristics of Social Media 05 Purpose of Social Media 06 Marketing Techniques 07 Fears in Social Media 08 Role of Public Relations Professional 09 How Social Media has Changed the PR 10 Effective PR
- 5. MOST POPULAR SOCIAL NETWORKS WORLDWIDE AS OF JANUARY 2018, RANKED BY NUMBER OF ACTIVE USERS (IN MILLIONS) REFERENCE: https://www.statista.com/statistics/272014/global- social-networks-ranked-by-number-of-users/
- 6. II. SOCIAL MEDIA VS. SOCIAL NETWORKING SOCIAL MEDIA Social media is the media (content) that you upload — whether that’s a blog, video, slideshow, podcast, newsletter or an eBook SOCIAL NETWORKING
- 7. III. KEY TERMS IN SOCIAL MEDIA 1. ENGAGEMENT The process of listening and interacting with a certain post (photo, video, status, article..etc) virtually – these conversations range from compliments to complaints to specific needs.
- 11. 2. INFLUENCERS Refers to a person, or group of persons, company…etc. who the ability to shape and shift messages that grabs a person’s attention and inspires them to act upon this. III. KEY TERMS IN SOCIAL MEDIA Newsmakers, Reporters, Analysts, Bloggers, Celebrities…etc.
- 13. 3. INTERNET MEMES A phrase used to describe a catchphrase or concept that spreads quickly from person to person via the Internet. III. KEY TERMS IN SOCIAL MEDIA
- 14. IV. CHARACTERISTICS OF SOCIAL MEDIA 1.INTERACTIVE It encourages contributions and feedback from everyone who is interested. 2. OPENNESS No barriers to accessing content; content is shared freely
- 15. IV. CHARACTERISTICS OF SOCIAL MEDIA 3. COMMUNICATIVE Two-way conversation. Replies/Tweets are visible in just one click. 4. CONNECTED It helps to connect with people who shares common interest. 24/7- nonstop interactions
- 16. V. PURPOSE OF SOCIAL MEDIA 1.Build Reputation 2.Create Awareness 3.Build/Boost Business’ Sales 4.Education 5.Engagement
- 17. 1.TARGETING: It provides advertisers with information about the likes and dislikes of their consumers. This technique is crucial, as it provides the businesses with a “target audience”. VI. MARKETING TECHNIQUES IN SOCIAL MEDIA
- 18. VI. MARKETING TECHNIQUES IN SOCIAL MEDIA 2.COBRA’S: Consumer’s online brand related activities (COBRAs) is another method used by advertisers to promote their products.
- 19. VI. MARKETING TECHNIQUES IN SOCIAL MEDIA 3. E WOM: Electronic recommendations and appraisals are a convenient manner to have a product promoted via “consumer-to consumer interaction.
- 21. Taiwan Campaign
- 22. 1.Time consuming 2.Big implication if facts go wrong 3.Negative comments about the products by a consumer can affect the sale; VII. FEARS IN SOCIAL MEDIA
- 23. I. ROLE OF A PR PROFESSIONAL “ We are not only liaisons for our businesses we work for or clients, but we become influencers ourselves “
- 25. 1. Encouraged Customer Focus Social media compelled many brands to start focusing more on their customers, and building positive relationships. IX. WAYS HOW SOCIAL MEDIA HAS CHANGED PR
- 26. 2. Created the 24/7 News Cycle Brands can deliver good news at any time and know if someone is listening and ready to respond. The current all-day-every-day news cycle has its ups and downs. IX. WAYS HOW SOCIAL MEDIA HAS CHANGED PR
- 27. 3. Makes PR Affordable for Small Businesses Past: PR mostly works with politicians & large organizations Today: Even small business can afford to hire a Student to manage their online presence. , IX. WAYS HOW SOCIAL MEDIA HAS CHANGED PR
- 28. 4. Led to Integrated PR Public relations experts must integrate marketing concepts and practices with PR strategy to achieve results. 5 WAYS HOW SOCIAL MEDIA HAS CHANGED PR
- 29. 5. Greater Engagement PAST: Communication was a one-way street TODAY: Customers can engage with brands and their content by leaving comments, sharing, and “liking”. IX. WAYS HOW SOCIAL MEDIA HAS CHANGED PR
- 30. X. HOW TO CREATE EFFECTIVE PR CAMPAIGN 1. Be Aware 2. Integrate- Be Part of It. 3. Connect- Establish relationship 4. Create Value 5. Think out of the Box
- 31. The Buddy Cup
- 32. • Karen Freberg, M.A.| University of Tennessee| Knoxville | kfreberg@utk.edu • http://socialnetworking.lovetoknow.com/Characteristics_of_Social_Networks • https://publicrelationssydney.com.au/how-social-media-has-changed-public- relations/ • https://www.marketingweek.com/2015/05/19/seven-ways-social-media-changed-pr/ • https://www.huffingtonpost.com/fauzia-burke/social-media-vs-social- ne_b_4017305.html GOOGLE IMAGES PINTEREST YOUTUBE REFERENCE
Editor's Notes
- Forms of social media include blogs, forums, virtual worlds, wikis and social networks.
- New product
- SOCIAL RESPONSIBILITY
- tutorials
- TYPES Self-promotion (usually created by a group / individual to gain personal recognition) Rumors & Hoaxes (falsehoods spread virally) Crisis Communications & Reputation Management
- PARTICIPATION/INTERACTIVE - it encourages contributions and feedback from everyone who is interested. OPENNESS - no barriers to accessing content; content is shared freely. CONVERSATION - two-way conversation, not content distributed to an audience. COMMUNITY - encourages communities of common/ shared interests. CONNECTED - making use of links to other sites, resources and people.
- PARTICIPATION - it encourages contributions and feedback from everyone who is interested. OPENNESS - no barriers to accessing content; content is shared freely. CONVERSATION - two-way conversation, not content distributed to an audience. COMMUNITY - encourages communities of common/ shared interests. CONNECTED - making use of links to other sites, resources and people.
- Establishing online identity • Conducting Research – qualitative and quantitative • Launching event & creating awareness of an issue • Using media relations practices in reaching both traditional and non-traditional media • Engaging with customers in dialogue • Creating new online partnerships • Communications with External & Internal Audiences • Crisis Communications & Crisis Management • Reputation Management (Corporate and Individual) Reputation Understanding perceptions and attributes associated with brand or person online / positive or negative tags and content online / analysis of conversations Awareness Brand loyalty / media placements and referrals to social media sites / share of conversation / sentiment in posts / interaction with content Money Speed of online transactions / Referrals to new customers / conversations from community Engagement Looking at specific activity and interactions among followers & brand Posts / Threads / Incoming links / Tags / Referrals / Post frequency Education Learning about stakeholders / being part of the dialogue / creating new relationships / strategic issues management
- Another technique for social media marketing is electronic word of mouth (eWOM).
- 1. They need to continually optimize their digital and social media so that potential customers can find them, and they need to review reports on their existing digital content so that they know how to optimize their social media most effectively.
- Contribute valuable content and perspective through participation
- This is an extremely meaningful campaign by United Nations: they used real search results from Google to show that there are still people that believe women have fewer rights than men
- Customers can always go on Twitter and Facebook to sound off about bad customer experiences. This forces companies to resolve issues speedily to avoid a PR crisis. Companies also use interactions on social media to improve their business as a whole, especially where complaints and kudos are concerned.
- On the upside, brands can deliver good news at any time and know someone is listening and ready to respond. Social media also provides the opportunity to give play-by-play updates as part of a crisis management plan, when things go wrong. However, the 24/7 news cycle becomes a curse when bad news travels through the social media platforms, and creates a PR crisis making it more difficult to recover from, clean up, and contain.
- In the past, public relations firms and specialists mostly worked with politicians and large organizations with the funds to spend for brand management and crisis communications. Today: even small businesses can afford to hire a college student studying communications, journalism or public relations to manage their online presence. This makes PR affordable to the businesses that need it, and who cannot afford more professional and experienced PR assistance. could only be measured in sales.
- 4. Led to Integrated PR Marketing experts jumped on the social media bandwagon before PR experts caught up and incorporated it into a good PR strategy. As a result, to work with social media marketing, public relations experts must integrate marketing concepts and practices with PR strategy to achieve results. This integration can also cause a company with separate PR and marketing teams to butt heads over control for social media. ds could only be measured in sales.
- In the past, communication was a one-way street, where companies put out content and customers had no public avenue to easily interact with or respond to distributed content. Now, for better or worse, customers engage with brands and their content by leaving comments, sharing, and “liking.” This also helps brands know how effective content and ads are in reaching the masses, and boosting visibility, as opposed to the past where the effect of commercials and newspaper ads could only be measured in sales.
- Integrate social media practices as part of the daily routine – like checking what is going on in the news or email. Connecting with people online (establishing relationships). Creating a dialogue through an online channel. Start having a conversation with online stakeholders from the very beginning – incorporate into corporate culture. Being consistent with content across all social media platforms as well in traditional media outlets. Social media is not for the short term – it is a long-term process and investment. Educate your organization & community about social media Being aware of the latest technologies to implement our communication messages and campaign strategies Know how people are getting their information and stories and effectively communicate and share meaning with audiences To build networks with fellow PR professionals - you never know who you are going to meet! Understanding the key online influencers and opinion leaders A way to understand our target audiences and how to best communicate with them A tool to use to manage online reputation for our client as well as ourselves
- The Buddy Cup (by Budweiser) It’s an amazing idea to combine social networks with the offline and traditional way we interact with other people. That’s how Budweiser created the buddy cup, a glass that had an integrated microchip to add a person as a friend on Facebook every time a toast was made. There were a lot of media impacts about this campaign in Brazil (the campaign’s origen) on social media and online publications. Anyway, the idea is so good and we want to share it you: