An Introduction to Social Media and Marketing
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This document summarizes a presentation about using social media in business. It introduces the presenter and discusses how social media is changing society through connectivity. Examples of popular social media platforms for business use like Facebook, Twitter, LinkedIn and Pinterest are provided. Best practices from companies like Paramount Pictures and West Jet are highlighted. Risks when social media goes wrong for companies like HMV and Starbucks are also examined. The presentation concludes with a challenge for participants to find examples of social media delivering value to customers and a question period.
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An Introduction to Social Media and Marketing
- 1. Social Media and Marketing Griffith Business School Teacher Presentation February, 2014
- 2. Welcome Sarah Sloan Tutor and PhD Candidate – Department of Marketing Email: s.sloan@griffith.edu.au Tonight’s hashtag: #griffithbusiness
- 3. Introduction to social media in 2014 How social media is changing our society Uses of social media in the business environment Examples of best practise When it all goes wrong Small group challenge Question Time
- 5. How social media is changing our society; A connected world Department name (edit in View > Header and Footer...)
- 6. Which social networks are we talking about? #griffithbusiness
- 9. Why is social media important? #griffithbusiness Department name (edit in View > Header and Footer...)
- 10. Why is social media important? • Mimics traditional human communication • Convenience • Two way communication medium – gives the customers a voice • It’s here to stay…though it will evolve
- 11. Utilising social media in the business environment To connect with customers Remind customers that they exist Provide extra value to customers Appear approachable Give customers an avenue to contact the business
- 14. LinkedIn Good for sole owners / consultants
- 15. Pinterest
- 17. How else can we use social media for business? • For Public Relations – free business to business interaction • To conduct surveys – often as part of competitions • For advertising – very targeted platform How else can social media be used? #griffithbusiness
- 18. What impact does this have on a consumer’s social media experience? #griffithbusiness
- 19. How else can we use social media for business? • As a market research tool Facebook Insights
- 20. Examples of best practise… Paramount Pictures • • • • • Small independent movie - $15,000 production budget Initially released to a small number of cities After the trailer, a call to action appeared prompting fans to "demand" the movie play in their city. Through a partnership with Eventful, Paramount created a petition system. If a city reached a certain number of people demanding the movie, it would play in that city.
- 21. Examples of best practise… West Jet Christmas Miracle; real time gift giving • • • • Focused on driving shares to go viral 13m views in 3 days Currently 35m views in Feb, 2014 Social mentions peaked 2 days after video release
- 22. When it all goes wrong… British entertainment retailer HMV lost complete control of its social media team, when rogue members used the account to childishly live-tweet a massive firing at the company How could this have been avoided? #griffithbusiness
- 23. When it all goes wrong… As a PR stunt Starbucks displayed Twitter messages that used the hashtag #spreadthecheer on a big screen next to an ice rink at the Natural History Museum in London, but forgot to actually monitor what was being posted. #### How often should you monitor a corporate social media account? #griffithbusiness
- 24. Small group Challenge…. Find A Corporate Tweet A Corporate Facebook Page Post That delivers value to the customer. Retweet (RT) Share the Post And using the hashtag #griffithbusiness tell us why it delivers value to the customer.
- 26. Please feel free to stay in contact and ask questions at a later date Sarah Sloan @happychappy89 s.sloan@griffith.edu.au
- 27. And don’t forget…. …keep the conversation going #griffithbusiness
Editor's Notes
- Please send through any questions you have to my twitter account @happychappy89
- Link: http://www.youtube.com/watch?v=Q8pyNHz6Pr0This video dates from 2013, however provides an interesting array of facts and figures, to put social media usage in perspective.
- The internet has allowed social media to infiltrate our lives, to the point where social media is now not only used for personal use, but in business as well. Businesses need to be where the customers are, so are increasingly using social media to reach new and current customers. This has led to a more connected world, which relies on such communication.
- Can you name a few social media networks? Some are more popular than others.
- These are some of the most well known social networks to those of us in the room. However, you may be surprised that the scope of social media extends way beyond this.
- This graphic here depicts some of the lesser known social networks. These can be classified as above, from micro blogging platforms such as twitter where you may only use 140 characters, to virtual worlds where you create online versions of yourself. You may be surprised to learn that the biggest social network in the world exists in China, where facebook access is forbidden. Instead the chinese have their own social networks, own search engines etc such as weibo, renren and QQ.
- Yes social media is exciting, but why is it IMPORTANT?
- We need to learn more about social media usage in business for a variety of reasons. Essentially, it is a tool that we can use to enhance our customer communication – so we need to know all about it, and how to exploit it for our own purposes.
- These are a few of the reasons a business may wish to use social media.
- Examples of corporations using social media for their own gain are given here…
- http://www.youtube.com/watch?v=zIEIvi2MuEk
- Given here are two case studies – one about HMV and another about Starbucks where social media (both cases were actually on twitter) caused public relations issues for them.