This document discusses social media marketing (SMM). It begins by defining SMM as a form of digital marketing that uses social media as a marketing tool. The goals of SMM are to understand consumer experiences, produce shareable content, increase brand exposure and reach, and monitor customer interactions. Initially, the relationship between brands and consumers on social media was one-way, but it has evolved into a two-way relationship. The document also notes that in today's environment, consumers largely control social media and marketers must understand this to be successful. It emphasizes listening to consumers, learning from them, engaging them, building communities, and ongoing monitoring.

1. Marketing Management
Social Media Management V
Social Media Marketing
Manuela Aparicio

2. Agenda
Social Media Marketing (SMM)
•Concept
•Characterization
•Potential
•Limitations
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3. SMM: concept
• Social media marketing (SMM) is a form of digital marketing that
utilizes social media, as a marketing tool.
• The goal of SMM is:
• to understand consumers on their consumption experiences,
• to produce content that users share within their social networks,
• to help a company increase brand exposure and broaden customer reach,
• to measure and monitor customers interaction in social contexts.
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4. Social Media Marketing: Early days
Relationship: one to many
Brand Consumers
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5. Social Media Marketing: Advertising Early Days
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6. Social Media Marketing: Advertising Early Days
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7. Social Media Marketing: Advertising Early Days
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8. SMM: concept
• Social media marketing (SMM) is a form of digital marketing that
utilizes social media, as a marketing tool.
• The goal of SMM is:
• to understand consumers on their consumption experiences,
• to produce content that users share within their social networks,
• to help a company increase brand exposure and broaden customer reach,
• to measure and monitor customers interaction in social contexts.
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9. Social Media Marketing: Advertising Early Days
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10. Social Media Marketing: Social Networking
Early Days
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11. Social Media Marketing: Social Networking
Early Days
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12. Social Media Marketing: Nowadays
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Relationship: Many to many
Consumers Consumers

13. Social Media Marketing
• “This is a world in which customers are fully in control of their online
experiences and where their motivations lead them to connect online
with other consumers while they create and consume online content,
much of it user- rather than marketer-generated”
• “The social media environment is largely consumer- — not marketer-
— controlled. And marketers who don’t understand that do so at their
peril.”
(Hoffman & Foddor, 2010)
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14. So what?
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15. 21st Century Myths
• “Traditional product/service belief—>21st century myth: Brand managers own and orchestrate
their brands;
• Traditional product/service belief—>21st century myth: Phones are for making phone calls;
• Traditional product/service belief—>21st century myth: The Web is for finding information;
• Traditional promotion belief—>21st century myth: Companies use marketing communications to
control their message;
• Traditional promotion belief—>21st century myth: Consumers purchase products promoted by
marketers;
• Traditional promotion belief—>21st century myth: Providing a forum for customers to talk is
dangerous and risky.”
(Hanna et al., 2011)
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16. Social Media Marketing: Early days
Relationship: one to many
Brand Consumers
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17. Social Media Marketing: Early days
Relationship: one to many
Brand Consumers
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18. Solution:
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Connect the dots

19. Social media marketing allows to:
• Listen to consumers
• Learn from them
• Engage them
• Build a community
• & Keep monitoring
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20. Customer point of view:
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21. Why customers’ use social media?
Consumers’ four key drivers motivations to use social media:
1. Connections,
2. Creation,
3. Consumption
4. Control
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22. How customers use social media?
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23. How many reviews do you need to read
before you trust a business?
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24. Social Media Marketing: Advertising Early Days
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25. Which of these factors would make you likely to
recommend a business to people you know?
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26. What Derives consumers to buy online?
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(Monsuwe et al., 2004)

27. Social Media Marketing: Industry point of
view
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(Stelzner, 2015)

28. Social Media Marketing: Industry point of
view
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(IBM, 2011)