Chapter 19- Part I BB
-
Upload
nick-holloway -
Category
Documents
-
view
226 -
download
3
description
Transcript of Chapter 19- Part I BB
![Page 1: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/1.jpg)
Fundamentals of Marketing
Instructor - Clyde Rupert
Chapter 19 – Part I
1
Using Social Media
to
Connect with Consumers
![Page 2: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/2.jpg)
2
Social Media
Social Media: A unique blending of technology and social interaction to create personal value for users
• Classification of Social Media
• Media Richness
• Self-disclosure
![Page 3: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/3.jpg)
Social Media is NOT FREE!
• Requires consistent and sustained intellectual energy
• Unchecked growth requires maintenance and control
• Corporate - level management must be involved
![Page 4: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/4.jpg)
4
Social Media
I. Understanding Social Media
II. Four Important Social Networks
III. Integrating Social Media into Mktg. Strategies
IV. The Future: Social Media +
![Page 5: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/5.jpg)
5
Understanding Social Media
How Social Media Came About• Web 2.0- First appeared in 2004 to describe a new way to use the WWW- Doesn’t refer to any technical update of the World Wide Web
• Blog- Is a contraction of “web log.”- A web page that serves as a publicly accessible journal and online forum
• Wiki A website whose content is created and edited by the ongoing collaboration of end users.
• User Generated Content (UGC) Refers to the various forms of online media content that are publicly available and created by end users.
![Page 6: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/6.jpg)
6
Understanding Social Media
How Social Media Came About• Media Richness- Involves the degree of acoustic, visual, and personal contact between two communication partners. Example: Face-to-face communications is higher in media richness than telephone or e-mail communications
• Self DisclosureIn any type of social interaction: Individuals want to make a positive impression to… Achieve a favorable image with others.
![Page 7: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/7.jpg)
7
Understanding Social Media
Involves the degree of acoustic, visual, and personal contact between two communication partners.
Example: Face-to-face communications is higher in media richness than telephone or e-mail communications.
In any type of social interaction: Individuals want to make a positive impression to… Achieve a favorable image with others.
This favorable image is affected by the degree of self-disclosure about a person’s thoughts, feelings, likes, and dislikes.
Social Media
![Page 8: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/8.jpg)
8
Understanding Social Media
![Page 9: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/9.jpg)
9
Comparing Social Media vs Traditional
MediaTraditional SocialCapability
Reaching all size audiences Yes Yes
Expense & Access HiEasy
LowEasy
Training/ People involved A LotTeams
A bit1 Person
Time to Delivery Days Minutes
Permanence Fixed Can Edit
Credibility Expert Just Sayin’
![Page 10: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/10.jpg)
10
Social Media
I. Understanding Social Media
II. Four Important Social Networks
![Page 11: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/11.jpg)
11
Four Social Networks - Facebook
Good
Good
OK
Facebook’s impact:
Surpassed 1 million active advertisers.
Has more than 800 million people who tap into it using mobile phones.
Introduced 15-second video uploads to its Instagram site.
The average 18- to 24-year-old user has 510 friends on the site.
![Page 12: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/12.jpg)
12
Four Social Networks - Twitter
OK
Good
Good
Twitter impact:
- Has over 500 million registered users.
- Has over 200 million active users.
- Posts 400 million tweets a day.
![Page 13: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/13.jpg)
13
Four Social Networks - Linkedin
Bad
Good
OK
Linkedin impact:
Has about 240 million registered users
Has conducted about 6 billion professionally-oriented searches.
Has over 3 million companies with Pages to post news and job openings.
Has over 30 million students and recent college graduates
![Page 14: Chapter 19- Part I BB](https://reader036.fdocuments.us/reader036/viewer/2022062308/55cf8f8b550346703b9d5c4c/html5/thumbnails/14.jpg)
14
Four Social Networks - YouTube
Good
OK
Bad
YouTube impact:
In 2013, it had over 1 billion users who:
- Watched 6 billion hrs of video a month.
- Uploaded 100 hrs of video each minute.
- Had over 1 trillion page views.