WE’RE ALL CONNECTED: THE POWER OF THE SOCIAL MEDIA ECOSYSTEM. Hanna, Rohm, & Crittenden (2011).

Presented by Kelly Tang and Pad Kane #NHsmtp

Consider the following statements: true or false?

• Brand managers own and orchestrate their brands.• Phones are for making phone calls. • The Web is for finding information. • Companies use marketing communications to control their

message. • Consumers purchase products promoted by marketers• Providing a forum for customers to talk is dangerous and

risky.

Marketing Myths Revealed• Active consumers vs. Passive consumers• “Consumers increasingly use digital media not just to

research products and services, but to engage the companies they buy from, as well as other consumers who may have valuable insights.” (Garretson, 2008).

• Web 2.0 interactive model (consumers are simultaneously the initiators and recipients of information exchanges)

• Social media has fundamentally altered marketing’s ecosystem of influence.

Empowered Customers (Mangold & Faulds, 2009)

• Social media = consumer-generated media• Social media enables companies to talk to their

customers, and it also enables customers to talk to one another (extension of traditional word-of-mouth).

• “Consumers are in control, they have greater access to information and greater command over media consumption than ever before.” (Vollmer & Precourt, 2008, Always On).

The Power of Social Media in Marketing

https://www.youtube.com/watch?v=yDA864UskXc

Mobile • Mobile is rewriting the rules of social media marketing.• 40% of cellphone users use social media on their phone

(Pew Research Center, 2014). Time spent on mobile is greater than desktop (Smart Insights, 2015).

• Accessible. • Location-based richness.• Mobile commerce (4 out of 5 people use their mobile

phones to shop, e.g., Apple Pay)• Ability to capture the moment. • In-app advertisements

Growing Brand’s Marketing Spheres of Influence

• From bystander to hunter to participant

• Digital marketing is not only about reach, it’s about “true marketing exchange”.

Growing Brand’s Marketing Spheres of Influence

1. Know (Really Know) Your Target Audience And What Drives Them2. Exude Credibility: If they trust you, they’ll communicate about you!3. Be Trustworthy4. Create Emotion5. Deliver Value6. Engage In Your Space

The Social Media Marketing Ecosystem

• Three media types: owned media (e.g., company website), paid media (e.g., advertising), earned media (e.g., word of mouth)

• Five types of social behaviors: Creators, critics, collectors, joiners, and spectators.

• Which type of participant are you?

Social Media and Content Marketing

Case Study: the 2010 Grammy Awards

• Social media campaign to increase engagement among fans

• Challenge: how to reach 18-49 demographic, since the show’s viewership was skewed toward an older female demographic.

• We’re all fans social media ecosystem

“We’re all fans” Grammys Experience• https://www.youtube.com/watch?v=VEFgSV36vnA

• https://www.youtube.com/watch?v=91cJHVr0O6I

“We Are Music” Grammys Experience

• Results: • It was the top rated program for the week, with nearly 26

million viewers. • Viewership in the 18-34 demographic increased 32%.

(10% increase in ratings means approx. 15% higher advertising rates)

• Put fans at the center of the campaign• Post-show traffic and the “water-cooler effect”

Leverage of Social Media Sites to Promote Brands

https://www.youtube.com/watch?v=ZUG9qYTJMsI

Lessons Learned 1. Visualize the ecosystem2. Identify and track key performance indicators3. Begin with your story4. Social media does not require elaborate budgets5. Be unique

Discussion – as consumer• What is the most important part of social media

marketing?• What are some common social media marketing mistakes

business make?• What is a limitation you have experienced on a social

media platform? How did you overcome this?• Should companies have a presence on all of the popular

social-media networks?• As consumers what attracts you the most to social media

brands?

Discussion – as social media strategist

• Imagine you work at Herbal Essences, and you have a new hair product targeting the elderly, how would you promote the product? Which social media platforms would be the most beneficial?

• Image you are promoting a new product called Apple band, which allows users to transport to their destination at the click of the button. How would you promote the product on social media?

Reference• Hanna, R., Rohm, A., Crittenden, V. (2011). We’re all

connected: the power of the social media ecosystem. Business Horizons, 54, 265-273.

• Mangold, W., & Faulds, D. (2009). Social media: the new hybrid element of the promotion mix. Business Horizons, 52, 357-365.

• http://www.business2community.com/branding/11-steps-grow-brands-marketing-sphere-influence-01063124#x9xBtvJSjP1CJWqS.97

• https://www.youtube.com/watch?v=yDA864UskXc• http://mashable.com/2010/01/25/grammys-2010/#

4shKc37Gxsqa• http://www.forbes.com/sites/mashable/2011/01/14/the-2011-gra

mmy-awards-social-media-campaign-an-inside-look/

• http://blogs.constantcontact.com/social-media-strategy/