This document discusses the power of social media marketing. It notes that social media has fundamentally changed marketing by empowering consumers and giving them greater control over information and media. Marketers must view consumers as active participants in the social media ecosystem rather than passive recipients of messages. The document also highlights how the Grammy Awards leveraged social media successfully in 2010 by focusing on user engagement and putting fans at the center of the campaign. This led to increased viewership, especially among younger demographics important to advertisers. Finally, it emphasizes that visualizing the social media ecosystem and identifying key metrics are important for effective social media strategies.

1. WE’RE ALL CONNECTED: THE
POWER OF THE SOCIAL MEDIA
ECOSYSTEM.
Hanna, Rohm, & Crittenden (2011).
Presented by Kelly Tang and Pad Kane
#NHsmtp

2. Consider the following statements: true or false?
• Brand managers own and orchestrate their brands.
• Phones are for making phone calls.
• The Web is for finding information.
• Companies use marketing communications to control their
message.
• Consumers purchase products promoted by marketers
• Providing a forum for customers to talk is dangerous and
risky.

3. Marketing Myths Revealed
• Active consumers vs. Passive consumers
• “Consumers increasingly use digital media not just to
research products and services, but to engage the
companies they buy from, as well as other consumers
who may have valuable insights.” (Garretson, 2008).
• Web 2.0 interactive model (consumers are simultaneously
the initiators and recipients of information exchanges)
• Social media has fundamentally altered marketing’s
ecosystem of influence.

4. Empowered Customers (Mangold & Faulds, 2009)
• Social media = consumer-generated media
• Social media enables companies to talk to their
customers, and it also enables customers to talk to one
another (extension of traditional word-of-mouth).
• “Consumers are in control, they have greater access to
information and greater command over media
consumption than ever before.” (Vollmer & Precourt,
2008, Always On).

5. The Power of Social Media in Marketing
https://www.youtube.com/watch?v=yDA864UskXc

7. Mobile
• Mobile is rewriting the rules of social media marketing.
• 40% of cellphone users use social media on their phone
(Pew Research Center, 2014). Time spent on mobile is
greater than desktop (Smart Insights, 2015).
• Accessible.
• Location-based richness.
• Mobile commerce (4 out of 5 people use their mobile
phones to shop, e.g., Apple Pay)
• Ability to capture the moment.
• In-app advertisements

8. Growing Brand’s Marketing Spheres of
Influence
• From bystander to hunter to participant
• Digital marketing is not only about reach, it’s about
“true marketing exchange”.

9. Growing Brand’s Marketing Spheres of
Influence
1. Know (Really Know) Your Target Audience And What
Drives Them
2. Exude Credibility: If they trust you, they’ll communicate
about you!
3. Be Trustworthy
4. Create Emotion
5. Deliver Value
6. Engage In Your Space

12. The Social Media Marketing Ecosystem
• Three media types: owned media (e.g., company
website), paid media (e.g., advertising), earned media
(e.g., word of mouth)
• Five types of social behaviors: Creators, critics,
collectors, joiners, and spectators.
• Which type of participant are you?

13. Social Media and Content Marketing

14. Case Study: the 2010 Grammy Awards
• Social media campaign to increase engagement among
fans
• Challenge: how to reach 18-49 demographic, since the
show’s viewership was skewed toward an older female
demographic.
• We’re all fans social media ecosystem

15. “We’re all fans” Grammys Experience
• https://www.youtube.com/watch?v=VEFgSV36vnA
• https://www.youtube.com/watch?v=91cJHVr0O6I

16. “We Are Music” Grammys Experience
• Results:
• It was the top rated program for the week, with nearly 26
million viewers.
• Viewership in the 18-34 demographic increased 32%.
(10% increase in ratings means approx. 15% higher
advertising rates)
• Put fans at the center of the campaign
• Post-show traffic and the “water-cooler effect”

17. Leverage of Social Media Sites to
Promote Brands
https://www.youtube.com/watch?v=ZUG9qYTJMsI

18. Lessons Learned
1. Visualize the ecosystem
2. Identify and track key performance indicators
3. Begin with your story
4. Social media does not require elaborate budgets
5. Be unique

19. Discussion – as consumer
• What is the most important part of social media
marketing?
• What are some common social media marketing mistakes
business make?
• What is a limitation you have experienced on a social
media platform? How did you overcome this?
• Should companies have a presence on all of the popular
social-media networks?
• As consumers what attracts you the most to social media
brands?

20. Discussion – as social media strategist
• Imagine you work at Herbal Essences, and you have a
new hair product targeting the elderly, how would you
promote the product? Which social media platforms would
be the most beneficial?
• Image you are promoting a new product called Apple
band, which allows users to transport to their destination
at the click of the button. How would you promote the
product on social media?

21. Reference
• Hanna, R., Rohm, A., Crittenden, V. (2011). We’re all
connected: the power of the social media ecosystem. Business
Horizons, 54, 265-273.
• Mangold, W., & Faulds, D. (2009). Social media: the new
hybrid element of the promotion mix. Business Horizons, 52,
357-365.
• http://www.business2community.com/branding/11-steps-grow-
brands-marketing-sphere-influence-
01063124#x9xBtvJSjP1CJWqS.97
• https://www.youtube.com/watch?v=yDA864UskXc
• http://mashable.com/2010/01/25/grammys-
2010/#4shKc37Gxsqa
• http://www.forbes.com/sites/mashable/2011/01/14/the-2011-
grammy-awards-social-media-campaign-an-inside-look/
• http://blogs.constantcontact.com/social-media-strategy/