This document discusses social media advertising and marketing. It covers key topics such as how social media can build brand awareness, the importance of customer engagement and service, and how to measure the return on investment of social media campaigns. Examples are provided of both successful and unsuccessful social media marketing campaigns from brands like Wendy's, KFC, and Blackberry. The document emphasizes that brands must adapt to changing technologies and find ways to authentically engage customers through social conversations in order to build loyalty and influence purchase decisions.

1. Social Media in
Advertising and Marketing
Chapter 5
Tiye Bracy, Robbie Groel, Carlo Murillo, and Traci Todd

2. ● “Digital influence, and influence in general, can convey social proof, also known as informational
social influence:a psychological phenomenon where people assume the actions of others in an
attempt to reflect correct behavior for a given situation.”
● “Facebook stands tall as the largest recipient of social media advertising dollars in the world by a
long shot.”
● “Social media marketing has always been a peculiar animal…we’re now witnesses to an era with
rock-solid platforms, useful advertising options, and plenty of free opportunities to make our
content public.”

3. Social Media Advertising Tools
● Facebook Pages
● Shoppable Post
● Carousel Ads

4. Brands Sponsor SnapChat Filters

5. Brand Message Over Product
● The brand messages resonates with consumers

6. 4 Things Consumers Expect From Brands In
The Now Economy
● On Demand Convenience
● Real Time Customer Support
● Personalized Service
● Memorable Brand Experiences

7. Earned Media + Conversions
● When customers “relay their positive experiences to others “via social
media sites for reviews and ratings”
● Conversion Process: Having interest Completing a sale

8. Examples of Earned Media
● A blogger reviews a product
● Social media followers share posts
● Press mentions
● Organic search result ranking

9. McKinsey’s Four Foundations
1. Customer Care: addressing customer complaints
2. Risk Management: involves disclaimers
3. Content Maximization: leveraging conversation monitoring and content
repurposing
4. Analytics: statistics

10. Advertising + Marketing Theories
● Top-of-mind awareness: most remembered or most recalled brands;
influence customers at the time of purchase
● Frame-of-mind awareness: reaches potential customers when they are
actively shopping and buying mode
● Friend-of-mine awareness: prospective customers must consider you a
friend for their loyalty

11. The 4 P’s

12. Consumer Psychology and Electronic Word-of-
Mouth (EWOM)
● Consumer Psychology. Social media marketing customer-driven path
Brand Loyalty
Social media conversation
●EWOM. Buzz marketing and it can become viral

13. Branding
1. Procter & Gamble
2. AT&T
3. General Motors
4. Comcast
5. Verizon
6. Ford
7. American Express
8. Fiat
9. L’Oreal
10.Disney
1. Samsung
2. Procter & Gamble
3. Microsoft
4. AT&T
5. Amazon
6. Verizon
7. Nestle
8. Unilever
9. American Express
10.Walmart
2015 2013

14. 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 results occur when a professional advertisement
sparks trusted consumer conversation.
● Compensated consumer-generated media is a term used to describe paid
bloggers and other arrangements.

15. Integrated Marketing Communication (IMC)
● “Brands and small businesses want to look relevant, engaged, and
authentic” - Vaynerchuck
● Outstanding content: 1) Native to platform; 2)Does not interrupt the social
media flow; 3) Rarely makes demands; 4) Leverages pop culture; 5)
Contains micro-nuggets of “information, humor, commentary, or
inspiration; 5) Stays consistent and self-aware.

16. Awareness and Engagement
1) Consumers spend time researching in mobile
2) Mobile research starts with search
3) Location proximity matters to mobile consumers
4) Purchase immediacy is key
5) Mobile Influences across Channels

17. Search Engine
Optimization (SEO)
❖ Online searches is the most important way people receive their information from
the internet
❖ Press releases and Bloggers - Headlines and words should be SEO friendly
❖ Google Search starts when a person enters a word or phrase they’re looking for
❖ Google then suggests keywords that are the most popular
❖ Best social media site to practice great SEO - YOUTUBE
❖ Social Media Conversation is key - Start a dialogue with positive SEO and build trust
and authority
❖ Google Analytics - Organic and Paid traffic. Demographics, interest, geo-location
and other behaviours are used to track active users to collect the right data

18. ● Website operators are able to
control “search engine result
placements.” (SERP)

19. ROI-Return on Investments
● Consumers search terms & those terms are connected to a keyword, an
advertisement, or a sponsored search result.
● ROI is related to the use of online platforms for generated leads and
conversion to sales.
● Certain terms will generate a large amount of traffic
● Alignment counts-Eye tracking patterns-put the sponsored ads at the top
of the page or to the left-hot areas

21. Cost of Ignoring (COI)
● Measurement of “social shyness”
● Companies need to respond to those consumers and customers using
social media to communicate
● Social listening is very important for customer service, reputation,
crowdsourcing, collaboration and recruitment
● Social Media helps build personal and corporate relationships over time
● There are 12 things to consider before beginning a social media marketing
campaign
● https://www.youtube.com/watch?v=WfKg2PfFvc0

22. 12 Considerations
● Define campaign goals for specific actions.
● Use numbers to define and measure success.
● Focus on one platform at a time.
● Create a social media mission statement, and write all expectations.
● Use visuals because they drive nearly all Facebook engagement, and help on other sites.
● Use Google Analytics and other tools to monitor the campaign.
● Use a social media management tool.
● Profile an ideal customer.
● Audit social presence on all sites.
● Use metrics as success indicators.
● Test ideas on Twitter.
● Create and curate highly engaging content.

24. Real Time Social Marketing
❖ Smart phones put people in the position where they can react to social
media quickly.
❖ Check in’s are important
❖ Also, apps such as yelp are able to suggest nearby restaurants
❖ Customer Relationship Management-customer satisfaction, loyalty and
retention.
❖ When marketers approach social media as a viable business intelligence
platform, they often get unexpected insights into consumer opinions and
shared experiences

26. Successes
● Wendys
● Series of commercials based off of the Pretzel Bun
● #PretzelLoveStories
● Crowdsourcing
● Brand confusion

27. Engagement Management
● Robert Moore
● WoM vs. eWoM
● Constantly aware
● New skills required
● Integration of “new”
and “old”

28. Failures in Marketing and Advertising
● KFC
● Snapchat
● Blackberry
Memecenter.com

29. Lessons
● Need to adapt
● Valuable exchange
● Indirect influence
● Influencer marketing
● Planting seeds
● ROI?

30. Discussion Questions
1. How can we better understand relationships consumers have with brands
through social media sites? What are the most important 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?