Agenda – Agenda – 8/30/108/30/10 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

Marketing in Social MediaIntroduction to course

Created by Jan Ahrens jbahrens2002@yahoo.com

HistoryHistory The social media are actually old:

written, audio or video information

Delivered in a new way: Online On demand Pushed or pulled Mobile

The Premise of Social The Premise of Social Media?Media? Eliminating one-way interruption

Interruption: tv or radio ads

Eliminating one-way spin Spin: marketer’s sell

New Media can deliver content when the buyer needs it

Are social medias…Are social medias… …Public Relations?

…Direct Marketing?

…Advertising?

…Personal Selling?

…Sponsorships?

…Branding?

Old RulesOld 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

DefinitionDefinition Social Media – Blogs,

Podcasting, Social Networking, Twitter, Virtual Worlds, Mobile

Also called Emerging or New Media

“Kinda New” Media – Internet, email

“Old “ or Traditional Media – television, radio, newspaper, print, outdoor

The Big 4 Platforms for Marketing:

Created by Jan Ahrens jbahrens2002@yahoo.com

Internet and Social Internet and Social Media StatisticsMedia 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)

Internet and Social Internet and Social Media StatisticsMedia 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

Comparing Social Comparing Social Media to Traditional Media to Traditional MarketingMarketing

Digital Media Channel Traditional Discipline

Blog Newspaper / NewslettersPublic Relations

Twitter Newspaper / NewslettersPublic RelationsPromotions – Coupons

Facebook / LinkedIn Conferences & Seminars

YouTube Television

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

Global Companies Using Social MediaGlobal Companies Using Social Media

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

Global Companies Global Companies Using Social MediaUsing Social Media

Multiple Platforms?Multiple Platforms?

Which Platform?Which Platform?

Multiple AccountsMultiple Accounts

Frequency of Frequency of CommunicationsCommunications

Social Media –Social Media –Marketing via BlogsMarketing 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 at FaveCrafts Sponsorship and rich media example at BusinessInsider

Social Media –Social Media –Marketing via TwitterMarketing via Twitter

Communication News Relationship Building Get ideas (ask followers, follow others)

Branding Profile Create story

Drive traffic To blog or website Selling Advertising

Social Media – Social Media – Marketing via Social Marketing via Social NetworksNetworks

Create Brand Awareness

Communicate – engage with customers

Advertise – make $

Sell – make $

Social Media –Social Media –Marketing via PodcastMarketing via Podcast1. Build brand

2. Communicate News Content Education Product introductions

3. Drive traffic To blog or website

4. Sell Products or

services

5. Advertising model Sponsors

6. Ask for donations “Begware” button

Social Media –Social Media –Marketing via VideoMarketing via Video1. Build brand

Ex. Mountain Dew Online viewing

produces higher product recall

2. Communicate News Content Education Product introductions

Home for Sale

1. Drive traffic To blog or website

2. Sell Direct Sales – Infomercial

style Ron Popeil’s Pasta

Maker Indirect sales of products

or services E.g. Nike

3. Advertising model Sponsors