1. Substituting Websites with
Social Media Sites
P01 GROUP 2
PRESENTED BY:
DEBRA TONG
TANG TING WAI
MICHELLE SEETOH
CHERYL LIM
NICHOLAS NGHAI
MARIE HASHIMOTO

2. Agenda
 Define website and social media site
 Differences between website and social media site
 Strengths of website and social media site
 Weaknesses of website and social media site
 Opportunities it presents
 Challenges encountered
 Solutions
 Appropriate use of different social media sites
 Conclusion

3. What is a website?
 Collation of various web pages containing an
abundance of information
 Centrally managed group of web pages
 Similar elements – homepage, navigation
menu, footer area with important links and copyright
information
 Static V.S. dynamic

4. What is a social media site?
 Social instrument for communication
 Not only gives information; interactive features
 E.g. commenting, voting/rating
 Hosted on dynamic websites
 Types:
 Social Bookmarking e.g. Del.icio.us
 Social News e.g. Digg
 Social Networking e.g. Facebook
 Social Photo and Video Sharing e.g. Youtube
 Wikis
 Blogs

5. For example
Average user
More than has 130
800 mil. friends on
active users the site
Largest age
group – 26 to Many small
34 years old businesses have
(26.1%) their company
page on
Facebook only

6. Relationship
WEBSITES
SOCIAL
MEDIA
SITES

7. Differences
Website Social Media Site
• One-way • Two-way/interactive
• Questions • Opinions and thoughts
• Mostly contributed by • Anyone can create and
company contribute
• Businesses • Individuals
• Formal tone & style • Informal tone & style
• Able to purchase product • Share information
• Immediate/non-immediate • Immediate response (large
response use of smart phones)
• No invitation • Ability to invite friends
• Free access to website • Gain access upon request;
login information needed

8. Strengths
Website Social Media Site
• Better control and security • Reach out to wider audience
• Able to artificially improve faster
search engine rankings • Can better understand and
• Need less customer service respond customers
• More credibility • Higher traffic
• Provide up to date
information
• Enhances brand awareness
and image of company
• Cost-effective
• Low barrier to entry

9. Weaknesses
Website Social Media Sites
• Not interactive • Company’s brand at risk –
• Not as interesting “word-of-mouth”
• Risk of information overload • Risk of false information
• Can be mislead • May not target the right
• Higher start-up costs market
• Hard to build visitor • Misunderstand intentions
community • Security issues – e.g.
• Investing in SEO hackers
• Time consuming; constant
updates required

10. Opportunities of using social media sites
 Wider marketing scope
 Build short and long-term relationships with
prospects
 Encourages customer satisfaction -> more loyal
customers
 Opens the doors to building new relationships but
also to valuable feedback
 Incorporation of website functions into social media
sites e.g. Paypal
 Ability to control search engine ranking e.g. SMO

11. Challenges of using social media sites
 Loss of credibility and reliability
 Security issues – difficult to control content
 Less professional
 Lack of control over site e.g. when the social media
site crashes
 Limited design of website
 Unable to find the right target market
 Unable to keep track of no. of site visitors

12. Solutions
 Integrate social media functions into website
 Real-time chat, commenting, liking, sharing
 Gives control to company over content and design
 Add security measures e.g. https, credibility logos
 Include visitor counter function for company pages
in social media sites
 Have RSS feeds/subscriptions for website to keep
customers updated via email

13. The Starbucks story…

14. Facebook page
Starbucks is the only
retail company that is
listed in the Top 10
Facebook pages

15. Twitter page

16. Youtube page

17. My Starbucks Idea

18. Starbucks store

19. Starbucks’ main website

20. When to use what?
 Blogging – to position brand and promote others
 Micro-blogging (e.g. Twitter) – updates on-the-
go, interact with customers in an ongoing dialouge
 Facebook – marketing, create hype and awareness
for events/campaigns, add photos and videos
 Youtube – engage audience through video, vlog
 LinkedIn – serves as an online database

21. In conclusion…
 Use social media as a support, but not the basis
 Social media helps to engage customers and drive
traffic
 Best is to have both a website and pages on social
media sites