Chapter 5: Social Media in Advertising and Marketing

By: Victoria Guiducci, Mike Brown, Zhane Williams-McKoy, Taofik Osho

Advertising and Marketing

❖Advertising is a paid one-way promotional communication in any mass media.

❖Social media is an interactive two-way consumer and brand communication.

❖Online advertising is more about conversations, connections and less about packaged consumption content. It blurs the traditional line between it and marketing functions.

Continued

❖ Social media is expanding into an industry that aligns with traditional media advertising and marketing plans designed to reach larger audiences.

➢ Earned Exposure- when customers “rely their positive experiences” to others “via social media sites for reviews and ratings.

❖ The goal in most advertising and Marketing campaign ads is to convert people through conversation from having interest into completing a sale of products and services.

Digital Advertising

Digital advertising is for marketing products or services using digital technologies mainly for the internet. Examples are mobile phones, on automobiles, and billboards etc….

Advertising and Marketing Theories

❖ Advertising and Marketing industries experience a massive growth as products were marketed through commercial mass media.

➢ Examples such as Radio and Television

❖ The book “Youtility” described it as consumers expect trustworthy information online.

➢ Youtility is helpful information and is provided free that creates long term trust between the company and the customers.

Baer Traditional Marketing ideas

❖ Top-of-Mind Awareness- branding through a “sustained level of marketing and messaging” that influences customers at the time of the purchase

❖ Frame-of-Mind Awareness- reaching customers when they are in an active buying mode.

❖ Friend-of-Mine Awareness- Your prospective customers must consider you a friend to compete for your time, attention and loyalty.

Consumers

❖ The selling process has has been structured on generating leads and for salespeople who qualify a prospect and make a proposal.

❖ Paige Miller suggests that consumers follow a social media marketing customer driven path of

➢ Funding sites and content

➢ Learning engagement and listening

➢ Validating Information through reviews and community conversation

➢ Using demonstrations

➢ Buying through a sales process

➢ Advocacy after purchase

❖ Branding is related to the company’s purpose for being. This may drive the brand as being distinct from the others. Meaning not only deciding on what you are but what you are not.

❖ Leaders of a focused business must determine how to evacuate branding through communication.

❖ Branding involves a “bond” which is described as a “powerful emotional connection.

Edwards list of the top 12 advertisers

1. Samsung

2. Procter & Gamble

3. Microsoft

4. AT&T

5. Amazon

6. Verizon

7. Nestle

8. Unilever

9. American Express

10. Walmart

11. Coca-Cola

12. Starbucks

Promotions, Market Research, and Segmentation

-Customers use social network sites to create and distribute “brand-centric” content and media (Tuten, 2008, p. 101).

-Brand-Centric: a way of understanding your brand’s values and applying them to everything you do

-This concept creates several different relationships with companies...

Potential Relationships with Companies-Simple consumer-generated media: created without prior request

-Consumer-solicited media, or participatory advertizing: brands ask consumers to create their own advertisement

-Incentivized consumer-generated media: offers prizes for submissions

-Consumer fortified media: the advertisement sparks trusted consumer conversation

-Compensated consumer-generated media: other arrangements, such as paying bloggers

Integrated Marketing Communication (IMC)IMC Concept: addresses a need to integrate brand-marketing communication across previously separate industries of PR, advertising, and marketing

This concept veers away from specific messaging, and instead attempts to use different strategies in order to achieve certain goals.

Instead of sticking to traditional advertising, IMC’s goal would be to branch out and include non-traditional advertising, such as social media platforms like Facebook, Twitter, Snapchat, etc.

Vaynerchuk’s Rules of Engagement

“Content for the sake of content is pointless”

Brands and business want to seem exciting and worthy of consumer’s time, but posting just to post creates bland and boring content that will only push consumers away.

Simply putting promotions and come-ons isn’t enough. A brand needs to have outstanding content in order to grasp the consumer’s interest.

Vaynerchuk’s Definition of Outstanding Content

1.Native to platform, ex: Facebook post on Instagram

2.Does not interrupt social media flow

3.Rarely makes demands

4.Leverages pop culture

5.Contains micro-nuggets of “information, humor, commentary, or inspriation”

6.Stays consistent and self-aware

By staying aware of the brand, a manager can keep the advertising consistent and relevant, essentially creating trust over time.

Social Media Strategic Planning

4 Business Considerations

1.Value creation

2.Sources of competency

3.Target market

4.Revenue

Every social media team for a business should have social media plans during times of crisis that provide guided responses, but also keep the engagement at the same time.

Awareness and Engagement

Awareness: cognitive processing of initial information about a product or service

Awareness begins with online impressions.

In order to see how a sponsored search was observed by consumers, advertisers use a CTR.

CTR, or click-through rate can be measured by the number of clicks divided by impressions. A CTR is used to send a certain amount of people to a website for conversion.

Nielson Study of Consumers Using Mobile DevicesGoogle explored the purchase path when consumers used mobile devices. They studied 950 people and a panel of mobile users for a period of 14 days. They found:

1. Consumers spend time researching in mobile: consumers spend roughly 15 or more hours looking things up, and are on a mobile site about 6 times

2. Mobile research starts with a search: most of the user begin their research using a search engine rather than a mobile site or app

3. Location proximity matters to mobile consumers: 69% of consumers expect business to be within 5 miles or less of their location

4. Purchase immediately is key: after researching, most consumers want to make a purchase within the first hour

5. Mobile influences purchases across channels: 93% of consumers using mobile for research goes on to make a purchase of a product or service.

What Is SEO / Search Engine Optimization?

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

What is a Serp

A search engine results page (SERP) is the listing of results returned by a search engine in response to a keyword query. The results normally include a list of items with titles, a reference to the full version, and a short description showing where the keywords have matched content within the page.

Return On Investment (ROI)

-The ways that companies attempt to make their consumers into customers, which is usually done through social media.Cost Of Ignoring (COI)-Refers to companies ignoring Social Media, and how they should be replying to customers and consumers who use Social Media to reach out to companies.

Advertising and Marketing Case StudyUniversity of Chicago on the southside is a food desert with a few stores and restaurants. Food truck vendors have seen the opportunities for driving onto campus and offering students, faculty and staff a different selection and variety from what they are used to. These food truck vendors will use Twitter to tweet their location in the early morning to inform the campus of their daily location and cuisines for the day.

Real-Time Social Marketing

Companies create a offer, product, or service and immediately share it with the world as a way of directly interacting with their customers.This strategy also helps emphasize loyalty to customers and interest in customer satisfaction.

Marketing Successes/FailuresCompanies use many different types of media to get their consumers engaged. They may tweet, release an advertisement, or start a hashtag. Every tweet or attempt to reach out has the attempt to be a success and spread good word of the company and their products or services, or it could backfire completely and make the company look bad. False promises can also contribute to a major failure.

Marketing Successes/Failures (CONTINUED)-Red Bull’s #PutACanOnIt- Coca Cola’s #ShareACoke

OverviewSocial media marketing is anything but quick and easy. Here's what it really takes to promote your business on social platforms. Twitter, Facebook, Pinterest, Instagram—they're all free platforms businesses can use to directly engage with their audiences.

1. Social media posts can be used to drive targeted traffic.

2. Using social media for business boosts your site’s SEO.

3. If you’re doing it right, social media will lead to real relationship building

4. Users are receptive to your messages.

5. Social media ads allow targeting and retargeting.

6. Social media can help you get noticed at events, and even generate earned media coverage.

7. You can respond to problems immediately.

8. A strong social media presence builds brand loyalty.

9. The ROI on social media ads is unbeatable.