The document discusses how social media can be used for promotions, market research, and customer segmentation. It examines different types of consumer-generated content and integrated marketing communication strategies. Finally, it provides best practices for social media strategic planning, awareness and engagement, search engine optimization, and evaluating the return on investment of social media campaigns.

1. Social Media in
Advertising and
Marketing
Team #4
By: Domenique Valykeo, Francisco Reyes, Gabriella Gomez,
Michael Liberti

2. Promotions, Market Research, & Segmentation
Customers use social network sites to create and distribute “brand-centric” content and media.
Different types of potential consumer/company relationships
● Simple consumer-generated media
● Consumer-solicited media
● Incentivised consumer-generated media
● Consumer-fortified media
● Compensated consumer-generated media

3. Integrated Marketing Communication (IMC)
● What is it?
● Gary Vaynerchuk: “Brands and small businesses want to look relevant, engaged,
and authentic, but when their content is banal and unimaginative, it only makes
them look lame. Content for the sake of content is pointless. Tone deaf posts,
especially in the form of come-ons and promos, just take up space, and are
justifiably ignored by the public. Only outstanding content can cut through the
noise.”
● “Outstanding Content”

4. Social Media Strategic Planning
● Four Business Considerations: Value Creation, Source Competency,
Target Market, & Revenue
● Social Media Engagement
● “Have your plan”

5. Awareness and Engagement
● Awareness begins w/ Online Impressions
● Social Media Conversation
● Google study on mobile media usage

6. Search Engine Optimization (SEO)
SEO- Algorithms on search engines that
push content to the top of any specific
search.
Words associated with an idea.
SERP-Function of links to a page from one
particular or similar page. (Ex: Social Media)
Page Rank= Black Hat VS. White Hat
Strategies
Google: (Internet Live Stats)
40,000 Searches per second
3.5 Billion searches per day
1.2 Trillion searches per year

7. Cost of Ignoring (COI)
Consider this before a social media campaign:
1. Define campaign goals for specific actions.
2. Use numbers to measure and define success.
3. Focus on one platform at a time.
4. Create a social media mission statement, and write all expectations.
5. Use visuals.
6. Monitoring tools (Google analytics).
7. Social media management tools.
8. Profile an ideal customer.
9. Audit social presence on all sites.
10. Metrics for success indicators.
11. Test on twitter.
12. Create and curate high engaging content.

8. Return on Investment (ROI)
➢ The goal of advertising and marketing is converting consumers into customers
of products and services.
➢ Social media plays a huge role. Advertising/Marketing through keywords.
➢ Paid searches are more effective when at the top of the page and left side.
➢ No clear evaluation for social media. More effective to measure strategies that
build audience, brand awareness, and customer relations.
➢ Post reach is most fundamental indicator on facebook.

9. Advertising and Marketing Example
● Offering convenient food at a
different location daily.
● Uses social media to identify
locations, promote, and
maintain positive customer
relations.
● Twitter, Facebook, Instagram
@EmpanadaGuy1
#FollowTheRedTruck

10. Real-Time Social Media Marketing

12. https://www.youtube.com/watch?v=amT83fOsKMo

13. -So with Real-Time Marketing companies can take
advantage of these instant connections!
-This allows companies to also have a better customer
relationship management (CRM) which organizes
engagement around customer satisfaction.

14. The Successes of Social Media...

15. https://www.youtube.com/watch?v=csnPzwY9HmA

17. Failures of social media...

19. Branding
● “Trademark”
● Build a strong, unique, and memorable brand
● Social media is big in branding
● Be patient and confident (coke in 1886 sold only 9 bottles compared to the 1.6 billion they sold in
2010)
● “Connection” to audience

20. The 4 P’s of Marketing
● The 4 P’s are Product, Price, Place and Promotion
● the 4 P’s help put a new product or service to market. It helps you to define your marketing options in
terms of price, product, promotion, and place so that your offering meets a specific customer need or
demand.
● To get all four right is a must getting one wrong can hurt the product
● Car dealership as an example

21. What was Learned?

22. Discussion Questions…
# 1 Consumer and brand relationships through social media. Explain benefits
and constraints.
-Posting selfies (Instagram, Facebook, ect.) brushing teeth with Crest
brand toothpaste.
-Holly and her Subaru ( clothing, pictures, meetings, cleanings,).
-Real time opportunities to interact with the public; builds
relationships.
Constraints:
-Negative conversation.

23. Discussion question #2
What risks may exist for brands using native advertising and sponsored content to drive
media exposure within contexts that appear similar to traditional news?
Answer: Making sure that your information in advertising is accurate/correct and not
bias because we live in a world where certain news outlets look to sway their audience
to one side of political views and social issues.

24. Discussion Question #3
How can brands leverage the importance of social media interaction with consumers to grow
product sales through indirect effects from ongoing online communication?
● One way it is easy to get back to consumers with issues instead of waiting on hold
● Easy advertising by forcing ads on consumers
● Have others tweet or share about your brand