Social media has become an important platform for advertising and marketing. Companies use social media to target large audiences and build relationships with customers. They must sound human in their communications and address complaints professionally to build trust. Content on social media must be carefully optimized to maximize exposure while monitoring analytics and engagement. Branding through social media reinforces company-customer bonds. Real-time social marketing allows companies to react quickly to trends and feedback. However, campaigns can backfire if not carefully planned and executed in a way that respects audiences.
3. Audience
Companies target larger audiences
Relationship Building is vital
Earned Exposure - positive/negative reviews and ratings through a customer's experience
Conversion - the ability to turn the interest of a product into a sale
Companies need to sound human when communicating with their audience through social
media.
4. The Structure of Social Media
Customer Care
Addressing Complaints in a professional manner
5. The Structure of Social Media
Risk Management
Knowledge of what is safe to post and what will cause a serious outrage.
Facebook Ad Full Advertisement
6. The Structure of Social Media
Content Maximization
Figuring out how to get the most exposure out of posts
7. The Structure of Social Media
Analytics
Lead innovators, social movements, and testers.
8. Advertising and Marketing Theories
Organizations that inform do better than those that promote.
Friend-of-Mine AwarenessFrame-of-Mind AwarenessTop-of-Mind
Awareness
9. The Consumers POV
Finding Content
Learning and Engaging
Validating Credibility
Buying Products
Recommending to Others
Special Programs reward loyal customers and use social media to communicate with them.
10. Branding
Branding is the reason for a company to exist.
What a brand can and can’t do all depends on how they promote themselves.
Bonding with customers reinforces the company-customer relationship.
11. Promotions, Market Research &
Segmentation
● Consumer solicited media (participatory advertising) occurs when brands ask
consumers to create their own advertising (Ex: When clothing stores send
Instagram Models stuff to show off & they make Lookbooks)
● Incentivized consumer -generated media offers prizes for submission (similar to
makeup competitions with money grand prizes)
● Compensated consumer generated media is a term used to describe paid
bloggers and other arrangements
● This encourages crowdsourcing , may develop engagement and may offer
opportunities for long-term relationships.
12. Integrated Marketing Communication
(IMC)
● Integrated Marketing Communications is a simple concept it ensures that all
forms of communications and messages are carefully linked together.
● IMC means integrating all promotional tools so that they work together in
harmony.
● Vaynerchuk an early promoter of social marketing identifies his rules of
engagement
1. Native to platform
2. Does not interrupt the social media flow
13. Integrated Marketing Communication
(I.M.C.)
1. Leverages pop culture
2. Contains micro-nuggets of “information, humor, commentary,or inspiration
3. Stays consistent and self- aware.
Within this framework, social media storytelling may resonate with viewers and
spread sometimes at a viral rate.
Example (A photograph posted to Facebook can’t fit the context of Instagram or a
tweet with Twitter handle, shortened words and a hashtag will be out of place on
Pinterest.
15. Awareness and Engagement
● Awareness begins with online impressions.
● Click-Through Rate (CTR) is the number of clicks divided by impressions
● Advertisers are interested in how the consumer found out about the page, where they had
conversations about the topic and sometimes bid on keywords that are extremely popular
so they know how to get consumers to their site.
16. Awareness and Engagement
1. Consumers spend time researching in mobile
2. Mobile research starts with search
3. Location Proximity matters to mobile consumers
4. Purchase immediacy is key
5. Mobile influences purchases across channels
17. Search Engine
Optimization
(SEO)
SEO Google algorithms produce a system for
pushing some internet content to the top of
the search page
This happens with the use of keywords that
are popular or for social media these are
hashtag
Like #blacklivesmatter, #alllivesmatter
18. Return on Investment (ROI)
Used in advertising and marketing
Idea: to turn consumers into customers
Consumer process begins with an online search which leads to media engagement. Using
search engines, like Google begins with entering in a term that is linked with a keyword,
advertisement, or a sponsored search unit.
In business, it is related to the use of online platforms for generated leads and conversion of
sales.
Objective of advertiser: find the “sweet spot” of terms that will generate significant volume of
convertible traffic.
19. ROI can be achieved through alignment of media terms used with
advertising and marketing website keywords.
Keywords must be located in specific screen locations; paid
research is most effective at the top or left of a page
Eye-Tracking Patterns
20. Cost of Ignoring (COI)
MacLean (2013) - a measurement of “social shyness”
Social listening and engagement is important for consumer service,
reputation management, crowdsourcing, collaboration and
recruitment
Engagement -> customer loyalty and helps manage any negative
feelings by them
Being part of a social media communities while not in advertising
or marketing, makes it possible to build credibility
22. Real-Time Social Marketing
● There is no delay, brands react quickly to any news that is happening on or offline
○ It all happens at the time of the initial encounter
○ It's based on chasing trends and feedback from their audiences
● Many brands use real time marketing such as:
○ FourSquare encouraging its users to check into their location in order to receive benefits.
■ Companies creating customer loyalty programs by using smartphones to connect
user to a specific location at a specific time
● RetailMeNot- connects users to the location they are at and gives them any
retail sales, discounts, or coupons available at that location.
● Macy and Thompson connected this process of real time social marketing to CRM (customer
relationship management)
23. Wendy’s Success in Real-Time Social
Marketing
Wendy’s wanted to introduce their new Pretzel
Pub Chicken Sandwich in a way that takes
attention away from fast food being unhealthy to
consume.
The sandwich was promoted by using tweets from
their public on Twitter
It involved the audience in real time in order to
brand their new pretzel bun sandwich and create
more customer loyalty as well as awareness of
their new item.
25. Failures That Took Place In Real-Time
Social Marketing
In the beginning of the social media era, it was
difficult for companies to grasp how to use it for
their branding.
KFC branded their new boneless chicken by
starting a twitter campaign with the hashtag titled
“#IatetheBones
I Ate The Bones had a very negative
backlash
They responded to the hashtag with “memes” that
associated the campaign with cannibalism and
people choking on chicken bones, even
inappropriate content.
26. Hyundai's Fail at Social Marketing and
the Real-Time Response
Hyundai launched a commercial to advertise
that its emissions are clean.
This campaign had nothing but
negative responses and reactions
It shows a man attempting suicide by carbon
monoxide poisoning.
One woman responded with an emotional
letter stating how it made her feel because
her father died by suicide the same way.
27. Lessons Learned
In order to have a successful social marketing campaign, there must be
a consistent flow of consideration and loyalty within the audience and
the company.
Social advertising has an indirect
influence on the audience's decision
Holding attention > Grabbing attention
“Social media teams have three goals:
Centralized strategy and planning,
direction tied to business goals, and
dedicated tactical execution.” (Shively,
2015, p.6)
Social Media Marketing Model
Awareness Consideration
AdoptionDecision
Advocacy
28. The Bottom Line
1. In order to have a positive impact, outcome, and review in
social media marketing, there need to be a program designed
to generate new sales and leads.
2. Companies and industries interact with their audiences and
know what their audiences like and dislike through interaction
of the media.
3. Through contextual media, there needs to be a positive
outcome for both parties.
29. Work Cited
Company, The Wendy's. “Wendy's® Debuts 'Pretzel Chicken Love Stories'.” PR
Newswire: News Distribution, Targeting and Monitoring,
PRNewswire, 16 Oct. 2013, 13:02, www.prnewswire.com/news-releases/wendys-
debuts-pretzel-chicken-love-stories-228038431.html.
Edwards, Jim. “Here's The Full Story Of That Despicable Hyundai Suicide Ad Everyone Is Talking About.”
Business Insider, Business Insider, 26 Apr. 2013, 3:37 p.m, www.businessinsider.com/hyundai-
suicide-ad-everyone-is-talking-about-2013-4.
Lipschultz, J. H. (2017). Social media communication: concepts, practices, data, law and ethics. New York,
NY: Routledge.Chapter 5 (Social Media in Advertising & Marketing)
31. Discussion Questions
1. To better understand the relationship consumers have brands through social media,
we need to look through both the positive and negative feedback that brand receives
from all of their followers. These interactions help others distinguish if they would like
to have a relationship with that brand in the future, or if they would like to move on
and find someone else who suits them better.
2. The risk for brands to advertise in that manner is that it isn’t very eye-catching. Those
type of advertising shows up on multiple websites in the same manner, so the general
public has begun to ignore advertisements like that more and more often. They won’t
have anywhere near as much product sales compared to brands that use more
unordinary methods.
3. Starting a hashtag or telling people that sharing their experience with the product will
can increase product sales because it is expanding in a fast manner. People are letting
those who are connected to them know about the product's existence and how it has
benefitted their life now.
Notas del editor
Gary Vanyerchuk said “It took thirty-eight years before 50 million people gained access to radios. It took television thirteen years to earn an audience that size. It took Instagram a year and a half.”
For example the text states Social Media engagement is created through positive interaction within a specific social media online space. (pg96) Twitter's real time platform is very different than Linkedin which is job seeking and not so in the moment. As 140 characters or less and there signature “ What’s Happening?”
For languages that read from left to right
So companies should reach out to those customers and consumers using social media
