This document discusses the use of social media in advertising and marketing. It defines key terms like advertising, social media, and online advertising. It also outlines some successful social media marketing strategies like using customer reviews and engagement to generate earned exposure. The document discusses how brands can maximize content and use analytics to understand sentiment. It also notes the importance of integrating both traditional and modern marketing channels for maximum effectiveness.

1. Social Media In Advertising and
Marketing
David Ferreira, John Kushnerick, Isabel Balmir, Melissa Thompson

2. “Fifty-five percent of social network users reported they typically keep in
touch by visiting brands’ websites-the top method of staying connected to a
brand.”-@eMarketer (2013) Pg. 89

3. Basic Terms & Definitions:
● Advertising: paid, one-way, promotional communication in any mass
media.
● Social Media: interactive, two-way consumer and brand
communication.
● Online Advertising: more about conversations, connections, shared
control. Less about passive consumption of packaged content.

4. Successful Online Advertising gets you
● Earned Exposure: when customers relay positive experiences via
Social Media for reviews and ratings.
○ Examples: Yelp! And Amazon reviews
■ Potential customers also want negative reviews to assess
product risk.

5. McKinsey Advertising Four Foundations on Social Media:
1. Customer Care: address complaints. Cost per case less than telephone customer care.
2. Risk Management: careful use of filters and disclaimers. Writing posts that have been
planned, reviewed by legal, and what can(cannot) be sent.
3. Content Maximization: leveraging conversation monitoring and content repurposing.
4. Analytics: get ahead of the sentiment of the market, amplify content.

7. “Native Advertising”: (sponsored content) advertising disguised as
journalism. Paid articles that highlight the features of a product/service.
-Examples: Buzzfeed, Forbes, The New Yorker

8. Advertising and Marketing Theories
Book “Youtility”: instead of marketing for companies, shift to marketing
wanted by customers.

9. Traditional marketing ideas related to this
fundamental shift.
- Top-of-Mind Awareness: branding through sustained level of marketing and messaging.
Influence at time of purchase.
- Frame-of-Mind Awareness: reach potential consumers in active buying mode.
- Friend-of-Mind Awareness: brand is considered a “friend” by consumer. Time, attention,
and loyalty competition.

10. Four P’s (classic) vs ‘SAVE’ model (new)
Products
Place
Price
Promotion
Solutions
Access
Value
Education

12. BRANDING

13. Branding
Branding can be seen
as a PR function of
“Promoting and
protecting the
reputation of the
corporation.”
Branding allows a
company to separate
themselves from their
competitors. It also
helps to identify who
or what the company
is or stands for and
what they are not.

15. During the early days
of Facebook, $1.8 out of
Facebooks $2 billion in
quality revenue was
generated by
advertising

16. Top Companies that advertise on Facebook

19. Promotions, Market Research and Segmentation
Simple Consumer generated media: created without prior request-a simple post
with “@company name”
Consumer solicited media: when brands ask the consumer to create the
advertisement: Hashtags or likes
Incentivized consumer- generated media: offers prizes for participation
Consumer-Fortified media: when adds spark consumer involvement and
conversation
Compensated consumer-generated media: paid blogger and brand influencers

20. The Best of Both Worlds
Don’t put all your eggs in one basket.
This is one that should be followed when it comes to communications. Advertising, public relations,
market research, social media, etc. – they’re all great methods to help you promote your brand. Sure,
these tactics can stand-alone, but they do not bring you as much success as when implemented
together.
The latest approach encourages brands to use both traditional and modern marketing channels and
a variety of tactics to promote and reinforce consistent messages. This method is often referred to as
integrated marketing communications (IMC); it is also sometimes called simply convergence. No
matter what you want to name it, just know it’s a strategy that works!

22. ROI (Return on Investment)
Most of what we call advertising and marketing is predicated on the goal of
converting consumers into customers of products or services.
For businesses, ROI measurement is related to the use of online platforms for
generated leads and conversions to sales.

23. Sweet Spot
If you go on Google and enter a “term” that may be linked to a “keyword”
(Sweet Spot) *Advertiser-dependent
Mostly effective if keywords surface in specific screen locations identified
through “eye-tracking patterns”.
Paid search is most effective when it
appears at the top of a page or on the left
side of it. These are considered hot areas
of the screen.

24. ROI Continued
ROI can be achieved through alignment of social media terms used with
advertising and marketing website keywords.

25. Brand Awareness
Current thinking focuses on clear social media benefits: “the new metrics evaluate
social media strategies in terms of audience building, brand awareness and
customer relations.
A Facebook friends share, for example, is more likely to be seen in news feeds
(29-35%) than brand pages.
Fans and likes alone are seen as “feel good” or “vanity measures” that do not
reflect meaningful marketing context.

26. Social Media Awareness
At the same time, social media has the potential to spark negative sentiment within social
network conversations.
Conversation monitoring and engagement is crucial in order to avoid missing important
moments influence.
Companies need to respond to those consumers and customers using social media to
communicate.
Social listening and engagement is a very important strategy for customers service and
reputation management, crowdsourcing, collaboration and recruitment.

27. Social Media

28. Social Media Cont.
By being a part of social media communities while not in an advertising or
marketing mode, it is possible to build credibility that may be important to use
later.
Due to the rapid growth in social media, it is crucial that companies do not ignore
social media because it's one way to reach a large mass of individuals.

29. Real Time Social Marketing
Mobile phones position a consumer at a specific location within a specific amount of
time. Such as: Swarm, and Facebook.
This gets check ins and access coupons to those who participate.
There are loyalty programs advantages of communication tools by literally reaching
out to nearby customers with new offers.

30. Successes
Wendy’s Pretzel Pub Chicken Sandwich
#pretzellove stories- This hashtag brought in a lot of feedback for the company of
Wendy’s and other pretzel companies.
This use of social media brought in new customers and engaged the audience.
They used two different commercials to grab their audience's attention.

31. Wendy’s Pub Chicken Commercial

32. Failures
KFC boneless chicken wings commercial, which then turned into cannibal jokes. It was
related to Silence of the Lambs.
There hashtag was #Iatethebones
They were taking a risk by branding what they were selling.

33. Failures

34. Lessons
“Bottom line social media marketing is developing a program with one eye toward
generating leads and sales, whether or not there is an immediate (ROI).” (Baer, 2013)
Companies try to plant seeds with content that take time to blossom with the people
they are trying to connect with via social media.

35. Content for Industries on Social Media Must Have:
-Value.
-High quality.
-Unique information.
-Branding built upon role of quality content.
-It develops relationships and a reputation
Characterized by networked production, distribution, and consumption, rational
thinking should be essential.

36. Class Activity
2. Twitter
3.Youtube
4.Instagram
5.Pinterest
6.LinkedIn
7.Google Plus
1.Facebook

37. What is the Major difference between
Social Media and Advertising
Social Media is the interactive TWO-
WAY consumer and brand
communication. Whereas advertising
is a PAID ONE-WAY promotional
communication.