Ppt Social Media Intro
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Agenda – Agenda – 8/30/10 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
Transcript of Ppt Social Media Intro
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
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 [email protected]
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
