Online Marketing and Social Media Introduction Class for IMB326 International Business Program @Rangsit University

1. IMB326 Online Marketing
and Social Media
Facebook: “OnlineMar IMB326 1/2017”
NameList: http://bit.ly/imb326_2017
Kritsada Sriphaew
Ph.D.Asst.Prof.
Ajarn KonG

3. Differences between E-
Commerce & Traditional
Commerce?

4. E-Commerce
Online Marketing
Digital Marketing
E-Business
E-Marketing
Social Media Marketing
Content Marketing

5. Digital Marketing &
E-Commerce
¡ Digital marketing —-> marketing the product/
service to a specific targeted customers or to the
whole world
¡ E-commerce —-> it is the combination of trade
(buying & selling) and auxiliary of trade
(supporting activities)

6. E-Marketing & E-Commerce
¡ E-Marketing : E-Marketing (Electronic Marketing) are also known as Internet
Marketing, Web Marketing, Digital Marketing, or Online Marketing. E-
marketing is the process of marketing a product or service using the Internet.
E-markerting not only includes marketing on the Internet, but also includes
marketing done via e-mail and wireless media. It uses a range of
technologies to help connect businesses to their customers.
¡ E-commerce : E-commerce is a transaction of buying or selling online.
Electronic commerce draws on technologies such as mobile commerce,
electronic funds transfer, supply chain management, Internet marketing,
online transaction processing, electronic data interchange (EDI), inventory
management systems, and automated data collection systems. Modern
electronic commerce typically uses the World Wide Web for at least one
part of the transaction's life cycle although it may also use other
technologies such as e-mail.

7. Confused?
¡ One Sentence:
Digital Marketing is one of the marketing means;
E-commerce refer to the whole process of doing
transaction with digital media.

8. Books
• It’s Free! Online version in FB
• For reference, but we may not
follow all topics in the book!
• Practical knowledge
is more important for the real
world

9. Topics

10. Grading Policy

11. 15 mins Break

12. 15 mins Break

13. What are Social Media?
Social media are the online means of
communication, conveyance, collaboration,
and cultivation among interconnected and
interdependent networks of people,
communities, and organizations enhanced by
technological capabilities and mobility.
Social Media
Marketing, 2e©
1-13

14. Mind-Boggling Social Media Stats
¡ Time to reach 50 million users
¡ Radio = 38 years
¡ TV = 13 years
¡ Internet =4 years
¡ Facebook = 100 million users in under 9 months
¡ Social media is the #1 online activity worldwide
¡ 94% of companies use LinkedIn as their primary recruiting tool
¡ 1 out of 6 couples married last year met on a social media
site
¡ 4 billion pieces of content are shared daily on Facebook
Social Media
Marketing, 2e©
1-14

15. Figure 1.1 Fun Facts of
Social Sites
Social Media
Marketing, 2e©
15

16. It’s About Participation
¡ How do people participate?
¡ Post a status update
¡ Create a blog
¡ Use a group deal
¡ Share a micro-post with your network
¡ Make a video and share it
¡ Play social games …
¡ How do YOU participate?
Social Media
Marketing, 2e©
1-16

17. Figure 1.2: Zones of
Social Media
Social Media
Marketing, 2e©
1-17

18. Figure 1.3 Exemplar Vehicles
in the Zones
Social Media
Marketing, 2e©
18

19. Web 2.0: The Defining
Characteristics of Social
Media
¡ Web as platform
¡ User participation and user-generated content
¡ Crowdsourcing
¡ Network effects
¡ Scalability
¡ Perpetual beta
¡ Reputation economy
Social Media
Marketing, 2e©
1-19

20. From Web 1.0 to Web 2.0
¡ Web 1.0
¡ DoubleClick
¡ Ofoto
¡ Britannica
¡ Personal websites
¡ Domain names
¡ Content management
¡ Directories (taxonomy)
¡ Sticky sites
¡ Web 2.0
¡ Google AdSense
¡ Flickr
¡ Wikipedia
¡ Blogs
¡ SEO
¡ Wikis
¡ Tagging (folksonomy)
¡ Content syndication

21. Hashtags and Tagging
¡ How are you using tags?
¡ Where?
Social Media
Marketing, 2e©
1-21

22. Figure 1.5 The Social Media
Value Chain
22 Social Media Marketing, 2e©

23. What is Social Media
Marketing?
Social media marketing is the utilization of social media
technologies, channels, and software to create,
communicate, deliver, and exchange offerings that have
value for an organization’s stakeholders.
Social Media
Marketing, 2e©
1-23

24. Figure 1.6 Evolution of
Marketing Communications
Social Media
Marketing, 2e©
24

25. Marketing Objectives
and Social Media
¡ Increase awareness
¡ Influence desire
¡ Encourage trial
¡ Facilitate purchase
¡ Cement brand loyalty
¡ Recover from service failures
Social Media
Marketing, 2e©
1-25

26. The LARA Framework
¡ Listen to customer conversations
¡ Analyze conversations
¡ Relate information within enterprise systems
¡ Act on customer conversations
Social Media
Marketing, 2e©
1-26

27. Online Marketing Jobs
¡ Editor
¡ Online Marketing Manager
¡ Coordinator
¡ Director
¡ Specialist
¡ Strategist
¡ Intern
Social Media
Marketing, 2e©
1-27

28. Do you want to continue
this class with us?
¡ ASSIGNMENT I: 2 mins Viral Clip
Concept: Cool Stuffs in RSU
(from Visitor’s Vision)
¡ ASSIGNMENT II: Marketing Image
Workshop

29. First Assignment:
2-mins Viral Clip
¡ Aug 29-30, we have open house in RSU. It is a good time to
capture the VDO and create interesting clip!
Maximum 3 people per group; but you can do alone
¡ Concept: Cool Stuffs in RSU (from Visitor’s Vision)
¡ How to submit:
¡ Edit the Clip and Upload to Google drive where the link will be
provided under “Assignement 1 Submission” Post before Sep 1 (Fri),
2017 midnight !
¡ After that we will VOTE as a score.

30. Second Assignment:
Marketing Image Workshop
¡ Aug 30, 3:00. We provide Shooting Studio For you.
¡ Given the product
¡ Select the model
¡ Create Story Line
¡ Find Referenced Photos & Acts
¡ Separate Duty: Stylish, Makeup,
Camera Man, Model, etc.
¡ Give 15 mins for each group. Work as a group of ?

31. IBM454 E-Commerce
Please sign up after the
class if you make a
decision to study this
course and Do the
Assignment!