Class assignment

1. Chapter 5
Social Media in Advertising and Marketing
Group 4
Luke Gibbons, Alexandra Loaiza, Cassandra Petersen, Sheryl Romua

3. Advertising and Marketing Theories
- Top-of-Mind Awareness: branding through “ a sustained level
of marketing and messaging” that influences customers at
time of purchase.
- Frame-of-Mind Awareness: “reaching potential customers
when they are in an active shopping and buying mode.”
- Friend-of-Mine Awareness: “Your prospective customers must
consider you a friend” to compete for their time, attention and
loyalty.

4. Price, Product, Place, and Promotion
Marketing Mix

5. Consumer Psychology and Electronic Word-
of-Mouth (eWOM)
- Helps explain how mediated consumer
communication “Builds upon decades of traditional
personal influence communication research.”

6. Branding

7. Promotions, Market Research and
Segmentation
- Simple consumer: generated media are created without prior request.
- Consumer- solicited media, or participatory advertising: occur when
brands ask consumers to create, for example, their own advertisement.
- Incentivized consumer: generated media offer prizes for submissions.
- Consumer- fortified media: occur when a professional advertisement
sparks trusted consumer conversation.
- Compensated consumer-generated media: used to describe paid
bloggers and other arrangements.

8. Integrated Marketing Communication (IMC)
● A simple concept. Ensures that all
forms of communications and
messages are carefully linked together
● A process for planning, executing, and
monitoring the brand messages that
create customer relationships
● A powerful approach because it allows
us to reach the consumer with the right
message, at the right time, via their
preferred media/messaging channels

9. Social Media Strategic Planning
● Brand Development
● Manage audience data for custom
audience targeting
● Create campaigns and ads
● Build custom dashboards and run
analytics
● Manage campaign assets: pages,
accounts etc.
● Collaborations
● Network to Net worth

10. Awareness and Engagement
● Twitter, Snapchat, Instagram
● Giving your social presence a
personality--attention grabber
● Make posts pop, original, unique
● Relate with others but be authentic
● Power of Hashtags (#MeToo
Movement)
● Repurpose content and brand
● Consistency

11. Search Engine Optimization (SEO)
● G-VATE - SEO Agency
● https://www.gvate.com/
● Social Media Marketing
Intern
● SEO is used to used to
develop and craft a
website that is both search
engine friendly and
optimized for conversion

12. Return on Investment (ROI)
● Converting consumers into
customers
● Eye-tracking patterns
○ Top of the page or on the left side of
the page
● Audience-building, brand
awareness and customer relations

13. Cost of Ignoring (COI)
● A measurement of “social
shyness”
● Return on Relationship (ROR)
● 12 considerations before
beginning a social media
marketing campaign (Crawford,
2016)

14. Advertising and Marketing Case Studies
● The University of Chicago
○ Lack of food vendors
○ Food trucks used social media to
advertise their locations in the area

15. Real-Time Social Marketing
● Capitalizing on a consumers
location and needs
● Customer relationship
management (CRM)
● Gives the companies insight into
the customers opinions and
experiences

16. Successes
● Wendy’s was a great example of a successful fast food marketing campaign
○ In 2013, Wendy’s launched a campaign to promote their new pretzel pub chicken sandwich
using the #PretzelLoveStories hashtag and overly dramatic soap opera Youtube videos
○ This marketing was designed to take focus away from how unhealthy fast food was and to
engage the consumers, while creating potential consumers
● Although this campaign was overall successful, it did open the door to
brand confusion
○ Many participants didn’t know the hashtag was even associated to Wendy’s
○ This emphasized that branding and customer loyalty are significant factors in marketing
campaigns

17. Failures
● In 2013, KFC started a Twitter
campaign to advertise their new
boneless chicken by using the
hashtag #IAteTheBones
○ Unfortunately this backfired and
resulted in people sharing memes of
people choking on chicken bones or
Hannibal Lector (the cannibalistic killer
from The Silence of the Lambs)

18. Another example was when Hyundai
made an ad of a failed suicide attempt
in order to advertise their cleaner
emissions. It was viewed as insensitive
and resulted in a publicized open letter
from the daughter of a suicide victim to
the company. After all was said and
done, this ad reminded her of her
tragedy and made her feel empty
inside.

19. Lessons
● Marketers found that friends and family can be more influential in some
topics, but celebrities with a huge social media following can produce more
of an influence over potential consumers
● Social interaction requires patience - after time you see a return in your
marketing but it may not happen overnight
● Social media marketing should add value and be high quality

20. Discussion Questions: Strategies and Tactics
1. How can we better understand relationships consumers have with brands
through social media sites? What are the best benefits and constraints
within these interactions?
2. What risks may exist for brands using native advertising and sponsored
content to drive media exposure within contexts that appear similar to
traditional news stories?
3. How can brands leverage the importance of social media interaction with
consumers to grow product sales through indirect effects from ongoing
online communication?

21. Activity