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Leveraging Social Media in Marketing Promotio

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UBC COMM465 lecture on leveraging social media for marketing promotion. Includes examples of various social media campaigns and tactics to garner earned media.

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Leveraging Social Media in Marketing Promotio

  1. 1. Visnja Milidragovic Find me @vishmili
  2. 2. WHERE DOES SOCIAL MEDIA FIT IN THE MIX? Review: The 4 P’s of Marketing: 1. PRODUCT: goods and services 2. PLACE: getting the product to the consumer 3. PRICING: considerations include price setting, discounting, payment collection 4. PROMOTION: sales, advertising, direct marketing, PR, sales promotions
  3. 3. SOCIAL MEDIA USE: STATS 2014
  4. 4. WHERE DOES SOCIAL MEDIA FIT IN THE MIX? Review: The 4 P’s of Marketing: 1. PRODUCT: goods and services 2. PLACE: getting the product to the consumer 3. PRICING: considerations include price setting, discounting, payment collection 4. PROMOTION: sales, advertising, direct marketing, PR, sales promotions Social media is used primarily used for promotion.
  5. 5. WHERE DOES SOCIAL MEDIA FIT IN THE MIX? PROMOTION: Sales Promotions e.g. contests, coupons, prizes (to drive sales or sales by way of awareness) Benefits: - Reach (great way to access users, spread the word) - Cost effective (no print costs) - Mobile apps / gamification
  6. 6. CONTEST/PRIZE GIVEAWAYS - EXAMPLES
  7. 7. WHERE DOES SOCIAL MEDIA FIT IN THE MIX? PROMOTION: Social Media Advertising e.g. promoted tweets, sponsored posts on FB or LI, pre-roll ads in YouTube Benefits (particularly over “traditional” advertising): - Cost effective (esp. for awareness as cost is incurred on click, rather than on placement) - Impressive reach and engagement (even against digital display ads – largely due to mobile) - Targetting (filters based on interests, brands they follow, geography, age, etc.) - Measurable (comprehensive metrics allow for split testing, optimizing , reporting) Social-media advertising spend by companies increased by 40% from 2013 to 2014 and will top $8.5 billion this year. (Business Insider)
  8. 8. SOCIAL MEDIA ADVERTISING - EXAMPLE
  9. 9. WHERE DOES SOCIAL MEDIA FIT IN THE MIX? "The goal is to turn data into information, and information into insight." – Carly Fiorina, former chief executive, Hewlett-Packard PROMOTION: Sales and Direct Marketing e.g. Lead generation & direct messaging / prospecting Benefits: - More user data is available to marketers (who followed or engaged with your brand? Is it your target audience?) - Social gives brands opportunity to create a more authentic voice = increased likelihood of positive impression - Taps into user habits
  10. 10. LEAD GENERATION VIA SOCIAL MEDIA - EXAMPLE
  11. 11. PROSPECTING VIA SOCIAL MEDIA - EXAMPLE Job search & hiring using LinkedIn Use LinkedIn to do your own prospecting. - Research potential employers and Follow company pages. - Find out more about who works where you’re applying– and find the right name to direct your application to. - Use LinkedIn Job Search to find jobs based on your preferences.
  12. 12. PROSPECTING VIA SOCIAL MEDIA - EXAMPLE Take control of your online profile so that your (personal) brand does well in the (job) market. SELF-PROMOTION: Your LinkedIn profile - Recruiters use LinkedIn to prospect/research candidates - Optimize your LinkedIn profile and make sure it’s updated! - List Sauder and UBC under your education so you are listed under both University Pages - Use the right keywords - Proofread – attention to detail - Make sure your photo is professional
  13. 13. WHERE DOES SOCIAL MEDIA FIT IN THE MIX? 79% of consumers trust online reviews as much as personal recommendations. – BrightLocal Consumer Review Survey PROMOTION: Public Relations e.g. monitoring social channels, community management, customer service (to a point), crisis communications, digital PR/media relations Benefits: - Monitoring brand sentiment – see what people are saying about your brand - So you can do something about it - So you can inform future strategy - You’re not necessarily - Media relations: More access points to media - Blogger outreach – particularly important in the area of review sites
  14. 14. PUBLIC RELATIONS - EXAMPLE BC Ferries suggests axing of Horseshoe Bay-Nanaimo line. Local resident posts open letter/rant outlining cost-saving ideas BC Ferries could implement instead. Post goes viral = 9000 likes, 6000 shares. BC Ferries issues response.
  15. 15. THE DIGITAL MARKETING TRIFECTA: MEDIA MIX Gaining earned media as a result of organic and paid media efforts = key to maximizing efforts overall
  16. 16. SOCIAL MEDIA CAMPAIGNS: CASE STUDIES Break into groups and discuss which campaigns you think were the most effective and why. Consider the “media mix” when evaluating their success. 10 minutes Share your team’s top pick with the class. 10 minutes
  17. 17. SOCIAL MEDIA CAMPAIGN: DEFINITION What is a marketing campaign? - Requires planning – what channels, messaging will be used? - Has a particular target audience in mind - Considers timing (an anticipated launch/start date and end date) - Implies budget and resource expenditure to fulfill specific objectives (conversions) - ROI is measurable. What is a social media campaign? - Is social-media driven - main objective is social media engagement or social media (as tool) is essential for the campaign’s success - Conceived with users in mind and needs to find ways to best leverage the social media space to encourage engagement with the campaign. PLANNING + FOCUS ON USER ENGAGEMENT + LEVERAGE SOCIAL MEDIA
  18. 18. EXAMPLE: IS THIS A SOCIAL MEDIA CAMPAIGN? LAY’S CONTEST: DOUSAFLAVOR.COM
  19. 19. EXAMPLE: IS THIS A SOCIAL MEDIA CAMPAIGN? DISCOVERWITHSAUDER.COM ENCOURAGES SHARING CONTENT TO SOCI
  20. 20. EXAMPLE: IS THIS A SOCIAL MEDIA CAMPAIGN? PROMOTING/USING A HASHTAG FOR EVENT (#TEDxVANCOUVER)
  21. 21. EXAMPLE: IS THIS A SOCIAL MEDIA CAMPAIGN? KONY 2012 VIDEO POSTED TO YOUTUBE TO BUILD SUPPORT/POLITICAL A Kony 2012 video reaches 100 million views within 6 days (fastest growing video campaign).
  22. 22. VIRAILITY “virality”: Social media word of mouth. It’s all in the timing. What are people already thinking about? Risk management Dangers of how quickly word spreads LEVERAGING THE BANDWAGON EFFECT – AND MITIGATING RISK/BACKLASH The bandwagon effect is characterized by the probability of individual adoption increasing with respect to the proportion who have already done so.
  23. 23. REAL-TIME MARKETING – EXAMPLE The 2013 Super Bowl + an unforeseen power outage = the perfect storm Organic post on social accounts went viral = 8000 twitter followers, 30,000 instagram followers. A “social media command centre” was set up during the event to allow for better real-time marketing.
  24. 24. REAL-TIME MARKETING – EXAMPLE Many brands took to Twitter to capitalize on horrific incident of the Boston Marathon in 2013 – but not all were successful in capturing positive impressions.
  25. 25. REAL-TIME “MARKETING” - EXAMPLE (SECURITY) Who has access to your social media accounts? Do your due diligence to mitigate risk.
  26. 26. ONLINE REPUTATION - BUILDING YOUR BRAND Personal branding is about managing your name — even if you don’t own a business — in a world of misinformation, disinformation, and semi-permanent Google records. Going on a date? Chances are that your “blind” date has Googled your name. Going to a job interview? Ditto.
  27. 27. ONLINE REPUTATION - PRIVACY VS. TRANSPARENCY Transparency may be the most disruptive and far-reaching innovation to come out of social media. - Paul Gillin, The New Influencers
  28. 28. WHAT IS A SOCIAL MEDIA MARKETER’S ROLE? Q&A Visnja Milidragovic Marketing Specialist, Sauder School of Business @vishmili Linkedin/in/visnjamili

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