Social media has become an important tool for advertising and marketing. It allows companies to directly engage with customers and influence them through social proof and electronic word of mouth recommendations. Key aspects of social media strategy discussed in the document include awareness, engagement, branding, integrated marketing communications, and measuring return on investment and cost of ignoring social media. Both successes and failures of real-time social media campaigns are reviewed to provide lessons for effective social marketing.

1. Social Media in Advertising
and Marketing
“The Socialites”
Andreina Bencosme, Yamilex Hernandez, Matheus Malafaia
and Takiya Williams

2. “Digital influence, and influence in general, can convey
social proof, also know 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”
 Brian Solis, 2016

3. Advertising and Marketing
Theories
The advertising and marketing industries
experienced explosive growth, as products were
marketed through commercial mass media, such
as radio and television. We are now experiencing
an important online shift. As the book Youtility
describes it, consumers now expect trustworthy
online information and answers: “Success flows
to organizations that inform, not organizations
that promote” (Baer, 2013, p.xi)

4. Baer (2013) traditional
marketing ideas:
 Top-of-Mind-Awareness-branding through “a sustained
level of marketing and messaging” that influences
customers at the 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 complete for their time,
attention and loyalty.

5. 4 P’S
Product, Price, Place and Promotion Marketing
Mix
 Product: Goods, Services and Support.
 Price: the cost of something, including money and time.
 Place: point-of-sale, online, geography, demographic
target or sales experience.
 Promotion: advertising, publicity and branding.

6. Business to Business
(B2B)
The business-to-business model is less focused on
products and more related to “The imperative to deliver
solutions”.
SAVE Model shifts each of the four P’s:
 Products: Solutions
 Place: Access
 Price: Value
 Promotion: Education

7. Consumer psychology and electronic
word of mouth (EWOM)
 This selling process typically has been structured on generating leads for
sales people, who qualify a prospect and make a pitch or proposal.
 It may involve a selling process with closing or losing a sale.
HOWEVER… Proposes that consumers follow a social media marketing
customer- driven path of finding sites and content, learning through engagement
and listening, validating information through reviews and community conversation,
etc
The most unique step to social media is the last one, where companies may
announce through it that they have a new client for instance, or the new
consumer may endorse the product.

8. “Helps explain how mediated consumer communication
builds upon decades of traditional personal influence
communication research”
EWOM has a big impact on people’s sales.
https://www.youtube.com/watch?time_continue=22&v=R
5RCgAm_oG8
Electronic Word Of Mouth
(EWOM)

9. Branding
 Corporate brand management may be seen as a PR function of promoting the
reputation of the corporation
 Advertising agencies see that their work is to build a strong and distinctive brand.
 Branding is closely related to a company’s purpose, or “reason for being”
Branding involves a bond which has been described as a “powerful emotional connection”
 Social media engagement creates real-time opportunities for brand representatives to
connect with the public or reinforce relationships.
 Nearly all of facebook’s quarterly revenue was generated by advertising industry
 More than tripled in three years to more than $7 billion almost all it from mobile ads.
 Facebook and google dominate the digital advertising industry.
The top 200 advertisers now spend more than $100 billion per year, with top spenders
shifting over time.

10. Promotions, marketing
research and segmentation
Customers use social network sites to create and distribute “brand-
centric” and media and within this broad concept are several types of
potential relationships with companies.
 Simple consumer-generated media are created without prior
request.
 Incentivized consumer-generated media offer prizes for
submissions.
 Compensated consumer-generated media is a term used to
describe paid bloggers and other arrangement.
The various arrangements may create a more democratic form of
advertising, encourage crowdsourcing, develop engagement and offer
opportunities for long term relationships.

11. Integrated marketing
communication (IMC)
https://www.youtube.com/watch?v=k6WF0O1Mnvk
 This concept addresses a need to integrate brand-marketing
communication across previously separate industry of PR,
advertising and marketing.
 It is designed to take a step back from specific messaging and
employ integration of approaches to achieve strategy goals.
According to Clow and baack, IMC is seen as involving coordination
of all marketing, including promotions and social media.

12. Social media strategy planning
An important distinction between social networking sites activity and
social media is the role of social business models.
 Value theoretically created through successful brand positioning
within the market.
 Branding also is considered a specific competency.
 Social media engagement is created through positive interaction
within specific social media online space.

13. Awareness and engagement
 Awareness begins with online impressions. “An advertising buyer
may bid on a sponsored search keyword that matches a user
search and produces a high page ranking.”
 Awareness is a cognitive processing of initial information about a
product or service.
 Through engagement with other consumers, paid brand
managers or other representative may increase motivation to
learn more.

14. Search engine optimization
(SEO)
 The process of maximizing the number of visitors to a particular website by
ensuring that the site appears high on the list of results returned by a search
engine
 · Social media influences SEO through likes, follows, comments etc,.
 · White hat SEO refers to the usage of optimization strategies,
techniques and tactics that focus on a human audience
 · Black hat SEO refers to the use of aggressive SEO strategies,
techniques and tactics that focus only on search engines
 · Google Analytics offer free online courses and certifications about
search engine algorithms. Tracking normal unpaid web traffic and paid web
traffic.


15. Return on Investment (ROI)
 Consumers may start with a simple online search about a product and it hopefully leads
to social media engagement about the product or brand.
 · Keywords in online search leads search engine algorithm to show sponsored-
search results, which then show up on individuals’ social media feed.
 · Marketers moved away from measuring success through online revenue per
customer and increased social media budgets and focus more on customer online
engagement.
 · Brands ideally want to promote positive associations with customer and brand but
must be prepared to mend negative associations before they snowball and get worse.
Ex. H&M
 · Food trucks at University of Chicago started posting daily locations, and menus in
advance on social media and saw a considerable surge in sales



16. Cost of Ignoring (COI)
 When companies and brand experience “social
shyness”
 · Engagement leads to customer loyalty, making
customer more likely to share experience about
product through social media.
 · If a customer has a negative experience with
product or brand, the company should attempt to mend
the negative sentiment before the customer shares
their experience on social media

17. 12 considerations before starting
social media campaign
 Define campaign goals for specific action
 · 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 before they drive nearly all FB engagement, and help 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

18. Real-time Social Marketing
 Allows marketing and advertising companies to
communicate with consumers instantly.
 Customer Relationship Management (CRM)- organizes
engagement around customer satisfaction, loyalty and
retention.
 Examples of companies that deal with real-time social
marketing are Foursquare, Yelp, RetailMeNot, etc.

19. Successes
 Can reshape your brand
 It’s a great way to get content out to mass audiences
 Collects data and helps monitor interest on consumers
 Sends content to multiple sources with the use of
hashtags and the share.

20. Failures
 KFC- advertisement for boneless chicken backfired.
 Hyundai’s failed suicide attempt left and uneasy feeling amongst their viewers.
 The competition to grab the audience’s attention with social media causes
some advertisers and marketers to ignore the possible pitfalls related to the
edgy promotion.
 Content has to be monitored and teams must be prepared for all possible
responses.
 Some of the largest brands has received backlash over it’s poor taste.
 Being that consumers has instant access to response to the content, if it
viewed negatively, the word could spread almost immediately.

21. Lessons
 Go from grabbing attention to holding attention.
 Make an ongoing chain of profit for the consumer and the brand.
 For example: Nike+ and Facebook
 Social media helps elevate marketing in creating valuable consumer services.
 Social media a huge influence on the impact of sales, building brands, shoppers
decisions and more
 Goals: Centralize strategy and planning, direction tied to business goals, and dedicated
tactical execution.
 Some influences can be word-of-mouth, family and friends or celebrities.
 There are many avenues in which you can promote your brand such as blogs that links
back to the commercial website or a post that has a clickable link attached.