8/30 - Social Media Intro

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This is the course introduction PPT for Marketing in Social Media. Mkt 396

Transcript of 8/30 - Social Media Intro

  • 1. Agenda 8/30/10
    • Administrative Info adding course
  • Syllabus review
  • Use of Facebook, Twitter etc for administering course
  • Video
  • Course overview and topic introductions
  • Introduction to assignments, Target Industry

2. Marketing in Social Media Introduction to course Created by Jan Ahrens[email_address] 3. History

  • The social media are actually old:
    • written, audio or video information
  • Delivered in a new way:
    • Online
    • On demand
    • Pushed or pulled
    • Mobile

4. The Premise of Social Media?

  • Eliminating one-way interruption
    • Interruption: tv or radio ads
  • Eliminating one-way spin
    • Spin: marketers sell
  • New Media can deliver content when the buyer needs it

5. Are social medias

  • Public Relations?
  • Direct Marketing?
  • Advertising?
  • Personal Selling?
  • Sponsorships?
  • Branding?

6. Old Rules

  • Marketing meant advertising and branding
  • Mass appeal of advertising
  • Interruption tactics
  • One-way communication
  • Sell, sell, sell
  • Creativity most important
  • Marketing disciplines were separate within organizations
  • Fear negativity and loss of control

7. Definition

  • Social Media Blogs, Podcasting, Social Networking, Twitter, Virtual Worlds, Mobile
  • Also calledEmergingorNew Media
  • Kinda New Media Internet, email
  • Old orTraditionalMedia television, radio, newspaper, print, outdoor
  • The Big 4 Platforms for Marketing:

Created by Jan Ahrens jbahrens2002@yahoo.com 8. 9. Internet and Social Media Statistics

  • # of people using Internet worldwide?
  • 1.73 billion (9/09)
  • # of people using email?
  • 1.4 billion(2009)
  • # of emails sent per day?% spam?
  • 247 billion(2009)81%
  • # of websites?
  • 234 million(12/09)

10. Internet and Social Media Statistics

  • # of blogs?
  • 126 million
  • # of Tweets per day?
  • 50 million (2/10)
  • # of people on Facebook?
  • 500 million (7/10)
  • # of videos served on YouTube / day
  • 1 billion

11. Comparing Social Media to Traditional Marketing Digital Media Channel Traditional Discipline Blog Newspaper / Newsletters Public Relations Twitter Newspaper / Newsletters Public Relations Promotions CouponsFacebook / LinkedIn Conferences & Seminars YouTube Television 12. Fortune 100 Global Companies Social Media Checkup

  • Data collected 11/09 01/10
  • 29 US, 48 European, 20 Asian, 3 Latin American
  • 4 Main Social Media Platforms: Twitter, Facebook, YouTube, Corporate Blog

13. Global Companies Using Social Media

  • What percent of global Fortune 100 companies are using at least one of the top 4 platforms in social media?

14. Global Companies Using Social Media 15. Multiple Platforms? 16. Which Platform? 17. Multiple Accounts 18. Frequency of Communications 19. Social Media Marketing via Blogs

    • Build Database
    • Communicate (e.g. new products or policy, avert crisis, address public issue)
      • General Motors blog
    • Monitor(e.g. track what stakeholders are saying)
    • Advertise and Sell (e.g. sponsor, product placement, search ads, display ads, affiliate marketing, paid posts, spokesblogger, rich media)
      • Targeted and untargeted ad examples atFaveCrafts
      • Sponsorship and rich media example atBusinessInsider

20. Social Media Marketing via Twitter

  • Communication
    • News
    • Relationship Building
    • Get ideas (ask followers, follow others)
  • Branding
    • Profile
    • Create story
  • Drive traffic
    • To blog or website
    • Selling
    • Advertising

21. Social Media Marketing via Social Networks

  • Create Brand Awareness
  • Communicate engage with customers
  • Advertise make $
  • Sell make $

22. Social Media Marketing via Podcast

  • Build brand
  • Communicate
    • News
    • Content
    • Education
    • Product introductions
  • Drive traffic
    • To blog or website
  • Sell
    • Products or services
  • Advertising model
    • Sponsors
  • Ask for donations
    • Begware button

23. Social Media Marketing via Video

  • Build brand
    • Ex.Mountain Dew
    • Online viewing produces higher product recall
  • Communicate
    • News
    • Content
    • Education
    • Product introductions
      • Home for Sale
  • Drive traffic
    • To blog or website
  • Sell
    • Direct Sales Infomercial style
      • Ron Popeils Pasta Maker
    • Indirect sales of products or services
      • E.g.Nike
  • Advertising model
    • Sponsors