Chapter 1

1. Chapter 1:Why
Social Media
Adilene Rodriguez
Caroline Antonio
Gabrielle Hrabinski
Steven Ortolano
Xinyi Chen

2. Learning Objectives:
•Explain why social media is important
•Define social media marketing
•Explain the 7 myths of social media marketing
•Describe a brief history of social media marketing
•Explain how social media marketing is different
•Identify the characteristics of a successful social media marketer
•Describe the careers in social media marketing

3. Finding a Way Through Social Media
•The increase in social media site popularity has all
businesses trying to market themselves.
•Students of social media marketing can look at the
successes and failures of different media strategies.
•Decisive strategies along with knowledge can make it
possible to aim across the social media spectrum.

4. What is Social Media Marketing?
•It is social networking used by businesses to promote themselves and
get customers.
•It is not controlled by the business.
–Based on online conversation

5. The Seven Myths of Social Media Marketing
What are the Seven Myths?
Social Media is Just a Fad
Social Media is Just for the Young
There is No Return in Social Media Marketing
Social Media Marketing isn’t Right for This
Business
Social Media Marketing is New
Social Media Marketing is Too Time-Consuming
Social Media is Free
http://cdn1.medicalnewstoday.com/content/images/articles/288/
288146/social-media-image.jpg

6. Social Media Myth #1: Social Media is just a Fad
•Based on a stable premise that people are social and want to connect with other
people in their community
•It is word-of-mouth marketing
•Related to technological evolution that continues to provide new and attractive
means for people to interact
- In the past there was only one-on-meetings, letters, and telephones
•Rooted in core trends and behaviors in social media interaction that remain stable
over time

7. Social Media Usage Outpaces Tradional Media
Figure 1.1

8. “16 Stats That Prove Social Media Isn’t Just a Fad”
http://blog.hubspot.com/marketing/social-media-roi-stats

9. Social Media Myth #2:
Social Media Is Just For The Young
Older users are among the fastest growing demographics on most
social media sites
Social networks are increasingly being adopted by older
populations
November 2008, only 16% of the 50-64-year-old group and 4% of the
65+group were using Facebook
More than half of all online adults 65 and older (56%) use social media,
Facebook in particular.

10. Sears.com
According to Quantcast, 62% of visitors to Sear.com are over 50.
Advertise on a number of “senior friendly” sites, including Senior.com

11. Bayer Pharmaceutical
According to a Scarborough Research report, 68% of men’s golf fans
are over 45.
Choose the PGATour.com site to advertise the erectile dysfunction drug
Levitra.

12. Social Media Myth #3: There Is No Return In
Social Media Marketing
Hard to measure.
But the monetary return on a social media marketing campaign can still
be measures.
Dell generated $6.5 million dollars from its Twitter account.
Marriott got over $500 million in booking directly from its blog.
Lenovo saved costs with a 20% reduction in customer service calls by
using social media.

13. Measured in a variety of different ways:

14. Social Media Myth #4: Social Media Marketing
Isn’t Right For This Business
Business to Customer (B2C) and Business to Business (B2B)
Has a powerful ability to drive word-of-mouth or recommendations from
friends
Speeds up and shortens the buying process
● Influences search as a resource because search results frequently include
social media sites
○ Try to Google search “General Electric”
○ Twitter was the third result.

15. Big Break for Small Business
Successful social media campaign for B2B:
American Express OPEN
Provide business credit cards for companies
Help small business owners grow their businesses by providing both insights and resources
online.
2011, Big Break
Video: https://www.youtube.com/watch?v=fMQwo_u43Jk

16. Social Media Myth #5: Social Media Marketing is new
Most marketing principles are based on social concepts that have been around
for years. The only thing changing is technology and media’s role in
marketing efforts.
Now there are online conversations between companies and their consumers.
Some companies don’t want to get on social media in fear of what is being said
about them or interaction but people still tend to share their opinions about
things online whether companies acknowledge the feedback or not.

17. Social Media Myth #6: Social Media is too time
consuming
Bigger business get thousands of mentions on social media a day ,which
requires more attention to social media marketing. For big business,that just
means hiring people to manage their social media.
It’s mostly medium to smaller size business who worry about time consumption.
But now there are simpler ways to manage social media such as websites like
Hootsuite and Tweetdeck that help streamline social media.
Mobile devices make it easier to interact and publish content on social media.
Social media management can be assigned to other employees.

19. Social Media Myth #7: Social Media is free
Although most social media platforms do not have a fee for usage, there are
things that are costly for SMM.
Pay to produce and create content
Companies pay consultants or agencies to execute their social media marketing
the most efficient way.

21. History of Social Media
- the roots of social media stretch farther than you can imagine
- 1972 telegraph was invented used to send messages through code
- 1890 telephone, 1891 radio were invented
- before 1900’s the earliest method of communicating across distances was
written hand to hand in the form of letters
- 1940 super computers became a thing and by 1980’s computers were seen in
households making a more sophisticated social media

22. History continued
- Six Degrees, first recognizable social media site in 1997
- The first blogging sites became popular in 1999
- Early 2000’s myspace & linkedIn
- photobucket & flikr bringing online photo sharing
- 2005 YouTube was created bringing a new way to post & share information
amongst others
- 2006 facebook was invented and opened many doorways to new social
media in which we all use today

23. Why Social Media Marketing is Different
Traditional Approach
•Controls content seen by audience
•One-way communication
•Domineering approach
•Exclusivity agreements
Social Media Approach
•Emphasizes audience contribution
•Two-way communication
•Discussion approach
•Trust building

24. Characteristics of successful social media marketing:
Technical Skills
Basic computer skills
Proficiency with search engines and navigating
web
Knowledge of coding and graphic design are a
huge plus.

25. Characteristics of successful social media marketing:
Personal Attributes
Personable
Good listening skills
Diverse vocabulary and strong reading and comprehension
skills
Creativity
Professionalism in response to negative comments

26. Careers in Social Media Marketing
Company spending and demand for social media marketing is expanding
drastically.
Most jobs are freelance.
Jobs include being a professional blogger, “power-users,”but most of the money
and position with the most priority are social media consultants.
Building an individual online presences is something companies look for when
hiring people for their social media needs.

28. Case Study
Starbucks ‘Tweet-a-Coffee’ Campaign- Oct 28, 2013
Starbucks allowed customers to buy a coffee for anyone on Twitter by tweeting
@tweetacoffee and the person’s Twitter handle.
Linked their Starbucks account to Twitter and their credit card to the account.
A $5 gift card would be given.
Result:
Over 27,000 people have tweeted a coffee.
Some 34% of users bought multiple gift cards and 32% of the purchases
occurred on the first day.

29. Discussion
1. What other social media outlet do you think Starbucks would have better
success with in their coffee campaign?
2. Why did Starbucks require customers link their Starbucks accounts to Twitter
instead of simply tweeting @tweetacoffee?
3. How important is a company’s social media presences to you? Would a
campaign like this make Starbucks more favorable to other coffee
companies?