Social media provides opportunities for brands to build awareness, engagement, and loyalty. Effective social media strategies involve understanding consumer behavior online and integrating social platforms into marketing communications. While social media allows constant connection with customers, brands must interact authentically to build trust and avoid risks from inappropriate messaging. Ongoing social engagement can positively influence customers to advocate for brands and influence offline purchasing decisions through their online social networks.

1. Social Media
in Advertising
and Marketing
Chapter 5
Fab 6

2. Advertising and Marketing Theories
We market through commercial mass media:
RADIO and TELEVISION
Now we are shifting to ONLINE...
consumers are now expecting trustworthy online information and answers

3. TOMA
Top of Mind Awareness (TOMA)
branding through a sustained level of marketing and messaging that influences
customers at the time of the purchase
AKA -- placed in the forefront of our brains so we can think about it the most, if
you are not in front of your customers as much as possible then the message will
take place in their minds. This is why you see fast food ads every hour of the day.
used by McDonalds, Wendys, Burger King

4. Frame of Mind Awareness
Frame of Mind Awareness (FOMA)
reaching potential customers when they are in an active shopping and buying
mode
early example = YELLOWPAGES, when a consumer wanted something they
would just open the book and find what they need.
now = Google, Social Media, Blogs.
Premise is “when they are ready, the potential consumer will find you”

5. Friend of Mine Awareness
Your prospective customers must consider you a friend to compete for their time,
attention and loyalty.
They are fighting for the attention of consumers which then they want to pull in the
consumers parents, friends, wives, husbands
THEY WANT LOYAL FRIENDS

6. Consumers
a selling process that ends with a closing or losing a sale
consumers follow a social media marketing consumer-driven path of :
FINDING sites and content, LEARNING through engagement and listening,
VALIDATING information through reviews and community conversation, USING
via trails, BUYING through a sales process, ADVOCACY after the purchase
If you see your favorite celebrity on Facebook/Twitter/Instagram/Snapchat wearing
something that you want and they are marketing a specific brand .. then the
marketing toward a specific consumer is working!

7. Branding
Corporate brand management may be seen as PR functions of “promoting and
protecting the reputation of the corporation” (Morley, 2009, p. 4)
Advertising agencies see that their work is to “build a strong, distinctive,
memorable brand” (Williams, 2005, p. 3)
Branding is closely related to a company’s purpose, or “reasons for being” (p. 9)
In the age of social media, branding involves both purposeful online
communication and also recognition of critical moments when the best choice is
silent.

8. Branding involves a “bond” (Morely, 2009, p. 7)
Social media engagement creates real-time opportunities for brand
representatives to connect with the public and establish or reinforce relationships.
Advertisers show a lot of early interest in buying space on Facebook.
*$1.8 of Facebook’s $2 billion in quarterly revenue is generated by
Facebook advertisers over a 12-month period.

9. Samsung, with about $100 million in advertising, appeared to top all other brands,
and it spent about $10 million per week during the launch of its Galaxy S III
smartphone.
Top 12 advertisers:
1. Samsung
8. Unilever
2. Procter & Gamble
9. American Express
3. Microsoft
10. Walmart

10. Promotions, Market Research and Segmentation
Customers use social network sites to create and distribute “brand centric” content
and media (Tuten, 2008, p. 101)
Several types of potential relationships with companies:
1. Simple customer-generated media is created without prior request.
2. Customer-solicited media, or participatory advertising, occurs when brands
ask customer to create.
3. Incentivized customer-generated media offers prizes for submissions.
4. Customer-fortifies media result occurs when a professional advertisement
sparks trusted customer conversation.

11. 5. Compensated consumer-generated media is a term used to describe paid
bloggers and other arrangements.
Various arrangements may create a more democratic form of advertising, may
encourage crowdsourcing, may develop engagement, and may offer opportunities
for long-term relationships.

12. Integrated Marketing Communication(IMC)
- “The IMC concept addresses a need to integrate brand-marketing
communication across previously separate industries of PR, advertising and
marketing.”
- IMC is taking a step back from using specific messages and decided to use
multiple approaches to reach their goals.
- Clow & Black (2011) see IMC as involving all coordination marketing of all all
marketing
- Including social media and promotions
- An IMC plan, for example, might address shifting funding from traditional
advertising to non-traditional media, including social media platforms

13. Integrated Marketing Communication(IMC)
- Vaynechuck (2013), an early promoter of social marketing, identifies his rules
of engagement:
- Brands and small business want to look relevant, engaged, and authentic , but when their
content is banal and imaginative, it only makes them look lame. Content for the sake of
content is pointless. Tone deaf posts, especially in the forms of come-ons and promos, just
take up space, and are justifiably ignored by the public. Only outstanding content can cut
through the noise.
- Vaynechuck defines outstanding content as that which:
- is native to platform
- does not interrupt the social media flow
- rarely makes demands

14. Integrated Marketing Communication(IMC)
- The “native to platform” is important to social media consideration.
- A photo posted to Facebook may not fit the same format to which Instagram is styled to
- A tweet posted on twitter with shorten words and hashtags may not fit the same stye as
Pinterest is styled for.

15. Social Media Strategic Planning
- One important distinction between social networking site activity and social
media is the role of social business models
- Cha (2013) identified value creation, sources of competency, target market
and revenue as four business consideration
- Value is theoretically created through successful brand positioning within the market, but
branding also is considered a specific competency
- Social media engagement is created through positive interaction within in a specific social
media online space
- Important for social media plans in case of crisis but still directs the general purposes and
goals of ongoing engagement

16. Awareness & Engagement
Awareness is defined as the ability to obtain information about a certain service or product.
Awareness can be measured click-through rates(CTR)
Click-through rate- Number of clicks by users on a sponsored result
Engagement- interaction on social media
An example of engagement is leaving consumer reviews on websites such as Yelp
According to the chapter,advertisers who engage with their consumers can persuade them to buy from
certain companies more often.

17. Awareness & Engagement (Cont’d)
In 2013, Google conducted a Nielsen study where they observed how 950 people went about buying
items when using their smartphones. They observed the following:
1. People who research products on their phones spend more than 15 hours browsing websites and
on average revisited the sites at least 6 times.
2. People use search engines to find what they are looking for rather than going directly to a site like
Amazon
3. Location matters-People are likely to buy things in-store if the company store is closeby
4. When people decide to buy something, they usually do so within an hour
5. People are more likely to buy products if they took the time to research them first

18. Search Engine Optimization (SEO)
Search Engine Optimization-The way in which a website such as Google decides the order that results
appear based on words or phrases used in the search.
People who have control of website content use a process called Search Engine Result
Placements(SERP).
SERP depends on search engine optimization techniques in order to be listed at the top of search results
Websites are more likely to appear at the top of search results if the content and website tags match
closely with the words used in a search
It also helps if the website is trustworthy
As you type, the search engine may offer you popular suggestions to help you find better results.

19. Return on Investment
ROI can be achieved through alignment of social media terms used with
advertising and marketing websites keywords.
● The object of advertising is to find the “sweet spot” of terms that will generate
great volumes of traffic
○ Key words
○ Bold colors
○ Location of words
Studies show that the areas that most look at first is the top and the left side of the
page

20. Cost of Ignoring (COI)
MacLean (2013) identified the cost of ignoring (COI) as a measurement of social
shyness.
Companies needs to respond to those consumers and customers using social
media to communicate
Many companies still view social media as being suspicious! But, as their
competitors establish themselves on social media platforms, companies risk being
perceived as being unable to keep up because it is basically a direct link that
makes interactions with consumers more personal.

22. Those companies also miss out on the very real business advantages brought by
social networks such as
● Twitter
● Instagram
● Tumblr
● Pinterest
● Yelp
Engagement
COI continued

23. Real-time Social Marketing
● Real Time
○ Social media marketing frequently happens in real time without much of a delay between the
time of an initial conversation and commercial response
● Customer Loyalty Programs
○ Can take advantage of communication tools by reaching out to nearby customers with new
offers.
● Examples: rewards points, membership discounted prices, free shipping,

24. Successes
•Customer Loyalty programs
•Smartphone having locators
•The hash tag
–EX: Promoting a Wendy's Pretzel Bun
“@Cborbzz3: You caught my eye, your scent made me float, you make my
mouth salivate. I miss you. #PretzelLoveStories.” (July 8, 2013)
–Social Media Communication – Jeremy Harris Lipschultz

25. Successes continued...
•Watching certain topics on Youtube/Facebook come with many commercials.
Facebook promotion for Wendy’s pretzel bun was shared more than 2,000 and liked
more than 12,000 times

26. Failures
•Individuals can use hashtags for certain things to pick apart a company and bring
awareness to the community the downfalls of a corporation.
–In 2012, a long list of social media failures conclude over time when trying to develop a
hashtag for companies.
EX: The McDonald’s #mcdstories hashtag
•Customers used this to degrade the company

27. Lessons
•Social Media can make or break a business or corporation
•“Yelp” – this gives positive and negative feedback about places like small businesses or
restaurants a person may type into the search engine.
•Lessons can be money consuming when trying to better their companies.

28. Discussion Questions
1. How can we better understand relationships consumers have with brands through social
media sites? What are the 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 efforts from ongoing online communication?