IADT San Antonio. IMKT250: Social Media Marketing. Class lecture for class session 1: Social Media Marketing Defined.

1. Social Media Marketing Defined
The Social Media Marketing Book
IMKT250
Jeremy Roberts
March 23, 2013
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

2. Chapter Objectives
When you finish this chapter, you should understand:
• What is social media and social media marketing
• How social media is used successfully
• What are the different social media platforms used today
• Who typically uses social media and why
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

3. What is Social Media?
• There are many definitions out on the web, so let‟s look and see what
they say:
• BusinessDictionary.com says: Use of commercial marketing in
promotion of goods and services in a way that helps
in promoting the consumers„ and, by extension, the society‟s well being.
• Wikipedia says: Social marketing is the systematic application
of marketing, along with other concepts and techniques, to achieve
specific behavioral goals for a social good.
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

4. My Definition
• My definition: Through the use of social media channels,
create awareness and engagement for yourself or your
company and elevate the social voice in order to build
common relationships that enable social interaction.
• If that too seams a bit wordy, then…
– My condensed definition: Social engagement through social interactions.
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

5. How do you define social media?
• Each person in the class give their definition…
• Is each of your definitions defined by your usage?
• Or is it defined by the goal you want to reach using social media?
• Is social media different for everyone? How?
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

6. How do you use it today?
• How do you use it personally?
• How do you use it for work or for business?
• Is the use of social media the same for everyone?
• If not, how do people of different countries, ages, or industries use
social media?
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

7. Example: Social Media to Evangelize a Product
• Their social media success brought down their app online
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

8. Social Media to Make a Statement
• What if you are watching the NBA
playoffs and suddenly you‟re signal is
interrupted and the you miss the the
last two minutes of a tied game.
• If you are upset, then all you have to
do is Tweet to your cable company and
they will call you back within 15 min
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

9. Social Media to Start a Revolution
• Social media helped to overthrow the Egyptian government
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

10. Social Media for Instructional Use
• Learn how to pick a bike lock
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

11. Social Media to Help Win an Election
• Barack Obama used the help
of social media to win both his
2008 & 2012 elections
• Obama utilized Facebook and
other social sites to funnel
potential voters into their “One
Million Strong for Barack”
campaign.
• Developed
mybarackobama.com to
become the virtual hub for all
its communications.
• Then a matching iPhone
application helped activate
groups on the go.
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

12. Does social media only happen online? Yes
• If social media is about social engagement and social interactions, then is
social media only online?
• Can social media happen in person and then happen online?
• Example: you are with your friends hanging out and start talking about going to
a club this weekend. Then you post it on Facebook about where you are going
this weekend. Then other friends see it and join in and then add more events to
the evening. Then while out at the club, you take pictures with the girls and post
it to Facebook. Then immediately a guy you know sees the post, happens to be
at the same club and tells his friend to stop by to see you.
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

13. Social Media Variety
• Social media comes in many forms
• Blogs, microblogs (Twitter)
• Social networks (Facebook, LinkedIn)
• Media-sharing sites (YouTube, Flickr, Pinterest, SlideShare)
• Social bookmarking and voting sites (Digg, Reddit)
• Review sites (Yelp, Trip Advisor)
• Forums
• Virtual worlds (Second Life).
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

14. Social Media Statistics
• 1 Million websites have integrated with Facebook
• 23% of users check Facebook 5 times or more daily
• 56% of customer tweets are being ignored
• 34% of marketers have generated leads on Twitter
• Google’s +1 button is used 5 million times a day
• Over 5 million are uploaded to Instagram every hour
• 80% of Pinterest users are female
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

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20. More Social Stats
We’re still loving the internet, and show no signs of stopping
• The total time spent online in the US is up 21%
• PCs are still the device used the most for internet access, but the audience using them is
down 4% year-on-year
• Those aged 18-24 spend the most time using PCs for social networking out of all age
groups, whereas ages 25-34 spend the most time on mobile than other groups
Mobile is still growing
• Mobile web usage is up 82% since July last year, and mobile app usage is up 85%
• Social apps are particularly popular, with consumers increasing their social app time by
76%, and spending more than seven times more minutes on apps than on mobile web
• We still use computers most often for social media use – 94% of people use PCs, but
other devices are also increasing – notably tablets, which are used by 16% of people, up
from 3% last year
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

21. More Stats
Social networking dominates our online activity
• Social networks still dominate internet usage, with 20% of PC time and 30% of mobile
time spent on them: over any other category of site
• Facebook dominates that, with 17% of PC time spent on the site
• Females spend more time social networking than males, spending an average of 8.37
minutes social networking on PCs and 9.43 minutes on mobile web and apps, compared
to 6.13 and 6.44 minutes for men
The top social networks are the usual suspects, but others are closing in
• Facebook still tops social networks as the most used, but was down 4% year-on-year
• Second is Blogger, also down, by 3%
• Twitter is now the third biggest social network, up 13% from the previous year
• Pinterest grew 1,047% and is now more used than Google+, and Myspace
• LinkedIn usage remained static this year
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

22. More Stats
We use social networking sites everywhere, all the time
• People aged 25-34 are most likely to use social media in the office, with over half saying
they do so
• Nearly a third of 18-24 year-olds use social media in the bathroom
• It‟s easy to see why we love social: 76% of people felt positive after participating in social
networking, and key words used were „connected‟ and „informed‟
We’re still mainly connecting with those we know in the ‘real world’
• Knowing someone was the top reason for connecting with someone online, followed by
„interested in keeping up‟ and mutual friends
• Other reasons included quality of profile photo, and a person‟s physical attractiveness,
both of which were reason more for men than women
• Professional benefits were also a consideration, with access to business networks and a
person‟s number of connections both benefits listed
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

23. More Stats
Dual screening is now the norm
• 41% of tablet owners and 38% of smartphone owners use their device daily while
watching TV
• The majority of this time is spent social networking, but people are also shopping and
looking up relevant programme and product info
• Nearly a quarter of those aged 18-34 use social media to comment on the storyline while
watching TV
• During June 2012, a third of Twitter users tweeted about TV-related content
We don’t like social ads, but still engage with them
• 33% of people agreed that ads on social networks are more annoying than other ads
• But, social „likes‟ are the most common action taken after seeing a social ad
• 17% said that they felt more connected to brands seen on social networking sites
• 26% said they are more likely to pay attention to an ad that has been posted by one of
their acquaintances
• 26% don‟t mind being targeted to them based on their profile info
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts

24. More Stats
Customer service online is more important than ever
• 47% of social media users engage in „social care‟, meaning that customer
service via social media is imperative for brands
• One in three social media users prefer social care to contacting a company by
phone; 18-24 year-olds are the most likely age group to prefer this
• Facebook is the most common platform used to seek out customer service,
followed by company blogs and then Twitter
• But they‟re not always going direct to the company – 28% use their own
personal Facebook page to complain, and 14% use their own Twitter handle
without actually mentioning the company‟s @ name (more than the 13% that
actually do mention the company)
• 53% of social media users compliment brands at least once a month, whilst
50% express concerns or complaints
• 70% of users hear others‟ experiences with brands at least once a month
The Social Media Marketing Book | Dan Zarrella IMKT250 Social Media Marketing|Jeremy Roberts