This document provides an overview of social media in advertising and marketing. It discusses key concepts like integrated marketing communication, return on investment, search engine optimization, and the importance of engagement and awareness on social platforms. Examples are given of both successful (Wendy's #PretzelLoveStories campaign) and unsuccessful (McDonald's #Mcdstories hashtag) social media case studies. The main lessons are that social media requires a focus on sustained attention rather than just initial grabs, and that most purchases do not happen right after a website visit so social interactions and returns on investment may not be immediate.

1. Chapter 5: Social Media in
Advertising and Marketing
By: Ryan Anderson, Morgan Dow,
Robert Jankowski, Jennifer Padilla

2. Introduction
“55% 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)
Social media began as unstructured spontaneous activity.
Now social media are maturing into an industry that aligns with traditional
media advertising and marketing plans designed to reach large audiences.
The basis of social media is informal conversation.

3. Advertising and Marketing Theories
Advertising and marketing industries experienced explosive growth, as
products were marketed through commercial mass media such as radio and
television.
Traditional Marketing ideas include:
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 compete for their time,
attention and loyalty.

4. 4 P’s - Product, Price, Place, Promotion
Product refers to goods, services and support.
Price is about the cost of something including money and time.
Place refers to either a point-of-sale or other context, such as outline,
geography, demographic target or sales experience.
Promotion is about advertising, publicity and branding.
The model helps companies ask the right marketing questions in development
of a plan.

5. Consumers
● Finding sites and content
● Learning through engagement and listening
● Validating information through reviews and community conversation
● Using via demonstrations or a trial
● Buying through a sales process
● Advocacy after purchasing
○ Most unique to social media
Social media conversation plays an important role in strengthening public
perceptions of the brand.

6. Branding
● Can be seen as a PR function of promoting and protecting the reputation
of the corporation
● Closely related to the company’s purpose or reason for being
● Creates real time opportunities for brand representatives to connect with
the public and reinforce relationships

7. Promotions, Market Research and Segmentation
● Customers use social network sites to create and distribute brand centric
content and media.
● Creates several types of potential relationships with companies:
○ Simple consumer-generated media is created without prior request
○ Consumer-solicited media or participatory advertising, occurs when a brand asks
consumers to create their own advertisement
○ Incentivized consumer-generated media offers prizes for submissions
○ Consumer-fortified media result occurs when a professional advertisement sparks
trusted consumer conversation
○ Compensated consumer-generated media is a term used to describe paid bloggers or
other arrangements

8. Integrated Marketing Communication (IMC)
● Addresses a need to integrate brand-marketing communication across
previously separate industries of PR, advertising and marketing.
● IMC is designed to take a step back from specific messaging and employ
integration of approaches to achieve strategic goals.
● An IMC plan, for example, might address shifting funding from traditional
advertising to non-traditional media, including social media platforms.
● Outstanding content:
○ Native to platform
○ Does not interrupt the social media flow
○ Rarely makes demands
○ Leverages pop culture
○ Contains micro-nuggets of “information, humor, commentary or inspiration”
○ Stays consistent and self aware

9. Social Media Strategic Planning
Four Business considerations:
1. Value - Brand positioning within the market
2. Sources of competency
3. Target market
4. Revenue
Integrated media approach

10. Awareness and Engagement
● Engagement is created through positive interaction within a specific social
media online space.
● Awareness begins with online impressions (seeing it)
● Advertising buyers may bid on a sponsored keyword

11. 2013 Google/Nielsen Study
1. Consumers spend 15+ hours per week researching on their smartphones
2. More people research products using search engines
3. Proximity Matters
4. Purchase Immediacy
5. 93% of people who use mobile devices to research go on to purchase

12. Search Engine Optimization (SEO)
● Finding information
● Pushes content to the top
● Bloggers
● Search engine result placements (SERP)
● Social Media impacts SEO
https://www.youtube.com/watch?v=sd0ypO9MTWY

13. Return on Investment (ROI)
The use of online platforms for generated leads and conversions to sales
The use of search engines (google) involving the entry of a term which
may lead to a keyword linked to an advertisement, or a sponsored-search
result
In specific screen locations: top of page, left side of screen

14. Cost of Ignoring (COI)
Measurement of “social shyness”
Reaching out to those who use social media to communicate
Social listening
Being part of social media communities without being in an
advertisement of marketing role
credibility

15. Advertising and Marketing Case Studies
Ex: The University of Chicago is a food desert with very little restaurants in the
area
Food trucks found their way into the university to provide food for
students and staff
They used twitter and other social media to identify their locations
and cuisines

16. Real-time Social Marketing
Happens in real-time without much of a delay between the time of an initial
conversation and commercial response
Ex: FourSquare app allows people to check in at a business location in
order to access coupons
Customer loyalty programs reach out to nearby customers with
special offers
Customer Relationship Management- organizes engagement
around customer satisfaction, loyalty, and retention

17. Successes
Successes: Example: Wendy’s
-turned fast food marketing on its head by designing campaign to shift the
focus away from issues associated with consuming unhealthy food
Created overly used hashtag, #PretzelLoveStories, in order to
promote “Pub Chicken Sandwich”.
Wendy's #PretzelLoveStories Commercial

18. Failures
Failures: Example: McDonald’s
#Mcdstories
-the company created the
hashtag to share positive
stories
Hashtag was used
by people to tell about their
bad experiences and resulted
in negative publicity

19. Lessons
-In social media vs traditional forms, a shift from grabbing the attention to
keeping the attention should be the focus
Ex: Nike
Showing which friends “like” their facebook page
Shares competitive training data
-only 1% of buyers purchase things right after visiting the website
-Social interactions require patience and ROI’s are not always immediate