2 0 1 9 S O C I A L M E D I A M A R K E T I N GI N D .docx

2 0 1 9 S O C I A L M E D I A
M A R K E T I N G
I N D U S T R Y R E P O R T
How Marketers Are Using
Social Media to Grow
Their Businesses
M A Y 2 0 1 9
B Y M I C H A E L A . S T E L Z N E R
Copyright 2019, Social Media Examiner
2 0 1 9 S O C I A L M E D I A
Copyright 2019, Social Media Examiner
Letter from the author…
Hello, fellow marketer!
Welcome to our 11th annual report! This is the longest-
running social media marketing study. And yes, social
media marketing is still changing.
This 46-page report contains easy-to-digest insights

into how marketers are currently using social media and
their future plans.
If you're in charge of marketing your business, you'll want
to closely examine the 60+ charts on the following
pages. I'll reveal the "not-so-obvious" findings in this
data-rich content.
The report covers all of the major social platforms,
organic and paid activities, content marketing, and much
more.
More than 4,800 of your fellow marketers provided the
kinds of insights you won't find elsewhere.
I hope you enjoy it! If you find value in this report,
please let your peers know about it.
You can find the original page for the report here:
https://www.socialmediaexaminer.com/report2019/
All my best!
Michael A. Stelzner
Founder, Social Media Examiner
Host, Social Media Marketing podcast
2019 Social Media Marketing SocialMediaExaminer.com Page
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Industry Report © 2019 Social Media Examiner
https://www.socialmediaexaminer.com/report2019/
Table of contents
EXECUTIVE SUMMARY

4.............................................................................................
........
MAJOR FINDINGS
5.............................................................................................
...............
TOP QUESTIONS FACED BY SOCIAL MEDIA MARKETERS
6...................................................
BENEFITS OF SOCIAL MEDIA MARKETING
7........................................................................
COMMONLY USED SOCIAL MEDIA PLATFORMS
11..............................................................
THE MOST IMPORTANT SOCIAL PLATFORM FOR
MARKETERS IS... 15..................................
THE RISE AND FALL OF SOCIAL PLATFORMS
17..................................................................
ORGANIC SOCIAL MEDIA POSTING
18................................................................................
SOCIAL MEDIA PLATFORMS MARKETERS WANT TO
LEARN MORE ABOUT 26.......................
VIDEO CHANNELS USED BY MARKETERS
27........................................................................
AVERAGE VIDEO LENGTH
28...........................................................................................
...
VIDEO ORIENTATION
29...........................................................................................
.........
LIVE VIDEO USE
30...........................................................................................
.................
AVERAGE LIVE VIDEO LENGTH
31......................................................................................
HOW WILL MARKETERS CHANGE THEIR FUTURE VIDEO
MARKETING ACTIVITIES? 32............
VIDEO PLATFORMS MARKETERS WANT TO LEARN MORE
ABOUT 34....................................

SOCIAL MEDIA ADS
35...........................................................................................
...........
HOW WILL MARKETERS CHANGE THEIR FUTURE SOCIAL
MEDIA AD ACTIVITIES? 36.............
SOCIAL MEDIA AD PLATFORMS MARKETERS WANT TO
LEARN MORE ABOUT 38..................
MEASURING ROI OF ORGANIC SOCIAL ACTIVITIES
39.........................................................
FACEBOOK ANALYTICS INSIGHT
40....................................................................................
GOOGLE ANALYTICS INSIGHT
41.......................................................................................
SURVEY PARTICIPANT DEMOGRAPHICS
42.........................................................................
ABOUT MICHAEL A. STELZNER
46......................................................................................
2019 Social Media Marketing SocialMediaExaminer.com Page !
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Executive summary
This study surveyed more than 4,800 marketers with the goal of
understanding how
they're using social media to grow and promote their businesses.
On the following
pages, you'll discover:
• The top social media questions marketers want answered: We
reveal the big
questions today's marketing pros want answered.
• The benefits of social media marketing: This section of our

study reveals all of
the major advantages marketers are achieving with their social
media efforts. We
also look at how years of experience affect the results.
• Most-used social media platforms: Discover which platforms
marketers are
using now and how their usage will change over the next 12
months. We also
examine which platforms experienced marketers are using and
the most
important platforms for marketers.
• Organic social media posting: We explore how marketers plan
on changing
their future organic activities by platform.
• Video marketing: We reveal the video channels most popular
with marketers,
the length and orientation of their videos, their use of live
video, and how they
plan on changing their video marketing over the next 12
months.
• Paid social media: We reveal the social advertising platforms
marketers are
using, how their use of ads has changed in the last year, and
which ad platforms
they plan to focus on in the next 12 months.
• Other analyses: We examine marketers' ability to calculate
return on investment
(ROI) and their interest in analytics. In addition, we take a look
at how business-
to-business (B2B) companies differ from business-to-consumer
(B2C)

companies. We also highlight significant changes since our
2018 study.
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Major findings
Here's a quick summary of some of our more interesting
findings:
• Facebook declining: There's a clear indication that marketers
are diversifying
away from Facebook. For the first time in the last 5 years,
Facebook lost share as
the most important platform for marketers, dropping from 67%
in 2018 to 61%
in 2019. One in ten marketers indicated they'll be decreasing
their organic
marketing on Facebook. Only 51% of marketers plan on
increasing their
Facebook organic activities, down from 62% in 2018.
• Interest in Messenger bots declining: Messenger bots haven't
caught on with
marketers. Only 14% of marketers are using bots (down from
15% in 2018). Only
32% of marketers plan on increasing their bot activities, down
from 39% in 2018.
Interest in learning more about Messenger bots dropped to 45%
from 70% in
2018.
• Instagram is hot: Seventy-three percent of marketers are using

Instagram, up
from 66% in 2018. It's the second most important social
platform for marketing
(behind Facebook) and surpassed LinkedIn for the first time. A
significant 69% of
marketers plan on increasing their Instagram organic activities
over the next 12
months. Instagram is the number-one platform marketers want
to learn more
about, surpassing Facebook for the first time.
• Engagement matters most: For the first time in our study, how
to achieve better
engagement is the top question marketers want answered. This
is likely in
reaction to Facebook news feed changes made in early 2018 that
incentivize
meaningful social interactions.
• YouTube interest is high: A significant 71% of marketers plan
on increasing
their use of YouTube video and 75% want to learn more about
marketing on the
platform. YouTube is the number-one video channel, used by
57% of marketers.
• Facebook dominance still strong: A very significant 94% of
marketers use
Facebook (followed by Instagram at 73%). Sixty-one percent of
marketers claim
Facebook is their most important social platform. Facebook ads
are used by 72%
of marketers and 59% plan on increasing their use of Facebook
ads over the next
12 months.

The above summary is just a taste of what's in this report. On
the following pages, you'll
find 60+ charts that visually convey some fascinating findings.
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Top questions faced by social media
marketers
We asked marketers whether they'd like answers to broad social
marketing questions.
The graph below indicates the percentage who agreed or
strongly agreed that they were
seeking answers to these questions.
At least 85% of marketers surveyed were interested in answers
to all of the following
questions:
This can be summarized with the following keywords:
1. Engagement
2. Tactics
3. Organic Reach
4. Customer Acquisition
5. Measurement
6. Ads
7. Video
For the first time ever, achieving better engagement is the top
question marketers want
answered.

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Benefits of social media marketing
A significant 93% of all marketers indicated that their social
media e"orts have
generated more exposure for their businesses. Increased tra#c
was the second major
benefit, with 87% reporting positive results. These benefits
have remained in the top two
spots for the last 5 years.
All of the benefits have improved since 2018:
• Increased exposure grew to 93% from 87%.
• Increased tra#c improved to 87% from 78%.
• Generated leads increased to 74% from 64%.
• Improved sales rose to 72% from 53%.
• Developed loyal fans grew to 71% from 63%.
• Provided marketplace insight expanded to 58% from 54%.
• Increased thought leadership increased to 57% from 46%.
• Grew business partnerships improved to 56% from 49%.
A question that naturally emerges from the above chart is, "Are
marketers who've been
using social media for years achieving better results?" The
following charts address this
question.
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Improved sales
A large percentage of marketers find
better sales results with more years of
social media experience.
For example, more than 70% of
marketers who've been using social
media for more than 12 months report it
helped them improve sales.
In the past, using social media for selling
was a big challenge for marketers. It
appears that most have overcome this
issue.
Increased exposure
Nearly all marketers (91%+) who've been
using social media marketing for 1 year
or longer report it generates exposure
for their businesses.
Grew business partnerships
Using social media to grow partnerships
seems to be underused by most
marketers.
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Generated leads
More than two-thirds of marketers with
more than 12 months of social media
marketing experience were generating
leads with social platforms.
Increased tra"c
Those who've used social media for 1
year or longer reported substantially
better results driving tra#c (86%+
reported benefits), compared with those
with less experience.
Provided marketplace insight
There doesn't appear to be much of a
change in this benefit based on years of
experience.
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Developed loyal fans
Building a loyal fan base seems to be an
advantage that improves over time.
Increased thought leadership

Only those with the most experience (5+
years) have seen real success with
building thought leadership.
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https://aspireiq.info/influencer-toolkit
Commonly used social media platforms
Facebook and Instagram are the top two platforms used by
marketers, by a long shot.
All other platforms lag behind these top two.
NOTABLE CHANGES SINCE 2018
• Instagram grew from 66%.
• Twitter fell from 62%.
• LinkedIn expanded from 56%.
• YouTube moved up from 50%.
• Pinterest rose slightly from 27%.
• Snapchat declined from 8%.
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Platform use: Beginners vs. advanced marketers
Here's a close examination of which social channels
experienced social media marketers

are using (the green bars: more than 5 years experience),
compared to those just
getting started (the blue bars: less than 12 months experience).
New social media marketers mostly focus on Facebook (89%)
and Instagram (63%). The
most experienced marketers are highly diversified.
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Platform use: B2C marketers
This chart shows that nearly all business-to-consumer (B2C)
marketers are focused on
Facebook. Interestingly, B2C marketers reduced their use of
Twitter (down from 62% in
2018) and increased their use of Instagram (up from 72% in
2018).
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Platform use: B2B marketers
This chart shows that most business-to-business (B2B)
marketers use Facebook and a
significant percentage use LinkedIn. B2B marketers have
increased their use of
Instagram in the last year, up from 57% in 2018.

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The most important social platform for
marketers is...
We asked marketers to select the single most important social
platform for their
business. Because only one choice was allowed, the findings are
revealing.
Most marketers (61%) chose Facebook as their most important
platform. This chart
clearly reveals Facebook is still the primary platform for
marketers.

NOTABLE CHANGES SINCE 2018
• Facebook dropped from 67%.
• Instagram jumped from the #3 slot to the #2 slot, up from
10%.
• LinkedIn lost the #2 slot, but grew from 12%.
• YouTube grew to the #4 slot, up from 4%.
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B2B vs. B2C
Notice the fascinating di"erences between B2B- and B2C-
focused marketers.
Clearly, Facebook dominates in the B2C space (69% of
marketers select it as their
number-one choice). However, for B2B marketers, Facebook
also grabs the most
important slot, surpassing LinkedIn.
Facebook dropped from 75% of B2C claiming it was their most
important platform in
2018 to 69% in 2019.
B2B B2C
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The rise and fall of social platforms
Here we show the top four social platforms that marketers deem
most important over a
5-year period.
For the first time in the last 5 years, Facebook lost share as the
most important platform
for marketers, dropping from 67% in 2018 to 61% in 2019.
The rise of Instagram can be clearly seen (blue), alongside the
decline in Twitter (yellow).
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Organic social media posting
We asked marketers how their organic posting activities will
change over the next 12
months. Here's a breakdown by social media channel:
Future Facebook plans
Our research shows that 10% of marketers indicated they'll be
decreasing their organic
marketing on Facebook. This is greater than for any other
platform.
Fifty-one percent of marketers plan on increasing their
Facebook organic activities, a
drop from 62% in 2018. Yet, as shown earlier, Facebook is still
the most important social
network for most marketers.

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Future Instagram plans
Our research shows a significant 69% of marketers plan on
increasing their Instagram
organic activities over the next 12 months, up from 66% in
2018.
Seventy-three percent of B2C marketers plan on increasing
Instagram organic activities,
compared to 65% of B2B.
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Future YouTube plans
A significant 62% of marketers plan on increasing their
YouTube organic activities over
the next 12 months. This is an increase from 2018 when 58% of
marketers planned on
doing more organically with YouTube. Note that on page 32, we
asked this question in a
di"erent way and 72% of marketers indicated they plan to
increase their YouTube video
marketing e"orts.

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Future LinkedIn plans
More than half of marketers (52%) plan on increasing their
LinkedIn organic activities
over the next 12 months, up 1% from 2018.
Seventy percent of B2B plan on increasing LinkedIn organic
activities, compared to 44%
of B2C.
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Future Twitter plans
About one in three (35%) marketers plan on increasing their
Twitter organic activities
over the next 12 months, down from 44% in 2018.
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Future Messenger bot plans

About one in three marketers (32%) plan on increasing their
Messenger bot activities
over the next 12 months, a drop from 39% in 2018.
It's also worth noting that 53% of marketers have no plans to
implement Messenger
bots, up from 49% in 2018. Overall, marketers' Messenger bot
activities are shrinking
rather than increasing.
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Future Pinterest plans
Twenty-nine percent of marketers plan on increasing their
Pinterest organic activities
over the next 12 months.
Thirty-one percent of B2C marketers plan on increasing
Pinterest organic activities,
compared to 24% of B2B.
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Future Snapchat plans
Only 9% of marketers plan on increasing their Snapchat organic
activities over the next

12 months, down from 16% in 2018. A significant 76% of
marketers have no plans to
use Snapchat, up from 72% in 2018.
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Social media platforms marketers want to
learn more about
We asked marketers to identify which social media platforms
they want to learn more
about. Instagram surpassed Facebook for the first time. Interest
in learning more about
Facebook marketing dropped to 69% from 79% in 2018.
Messenger bots dropped to 45%
from 70% in 2018.
B2C marketers are more interested in learning about Instagram
(76% B2C vs. 65% B2B),
Facebook (74% B2C vs. 62% B2B), and Pinterest (38% B2C vs.
31% B2B), than their B2B
counterparts. B2B marketers are far more interested in learning
about LinkedIn (71% B2B
vs. 50% B2C).
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Video channels used by marketers

We asked marketers to indicate which platforms they regularly
used for their video
marketing. YouTube was the number-one video channel used by
57% of marketers,
followed by Facebook native videos (50%).
B2C marketers use more Instagram stories (42% B2C vs. 32%
B2B) and Facebook native
video (53% B2C vs. 45% B2B), than their B2B counterparts.
B2B marketers use more
LinkedIn native video (21% B2B vs. 8% B2C).
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Average video length
We asked marketers about the average length of the videos they
created. The most
popular length was 1-3 minutes (39%) followed by 16-59
seconds (30%). A significant
80% of marketers are creating videos that are 3 minutes or less.
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Video orientation
We asked marketers to indicate the orientation of most of their

videos. Horizontal video
is the most popular orientation (68%).
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Live video use
We asked marketers to indicate the platforms they use for live
video. Surprisingly, 43%
of marketers don't use live video. Facebook is the most popular
live video platform
(34%).
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Average live video length
We asked marketers to indicate the average duration of their
live videos. The most
popular length was less than 10 minutes (62%).
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How will marketers change their future

video marketing activities?
We asked marketers to indicate how they'll change their video
marketing use in the near
future. Respondents were asked to indicate whether they plan to
increase, decrease,
remain the same, or not use various platforms in their video
marketing.
Marketers mostly plan on increasing their use of YouTube video
(71%), Instagram video
(69%), and Facebook video (68%).
Here's a breakdown by platform:
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https://www.semrush.com/ebooks/untitled-
145647537/?utm_source=SMM&utm_medium=industryreport&u
tm_campaign=smm_mail&utm_content=pdf
Video platforms marketers want to learn
more about
We asked marketers to tell us the platforms where they'd like to
improve their video
marketing knowledge. YouTube and Facebook were the top
video platforms marketers

wanted to learn more about, tied at 75% each.
B2C marketers are more interested in learning about Instagram
video (75% B2C vs. 64%
B2B) and Facebook video (78% B2C vs. 68% B2B) than their
B2B counterparts. B2B
marketers are far more interested in learning about LinkedIn
video (66% B2B vs. 41%
B2C).
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Social media ads
We asked marketers to identify which platforms they regularly
use for social media ads.
The ad platform most used by marketers is Facebook (72%),
followed by Instagram
(38%). Instagram ad use rose from 31% in 2018.
B2C marketers are more likely to use Facebook ads (76% B2C
vs. 65% B2B) and
Instagram ads (43% B2C vs. 30% B2B) than their B2B
counterparts. B2B marketers are
using more LinkedIn ads (24% B2B vs. 9% B2C).
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How will marketers change their future
social media ad activities?
We asked marketers to indicate how they'll change their social
media ad use in the near
future. Respondents were asked to indicate whether they plan to
increase, decrease,
remain the same, or not use ads on various platforms.
Marketers mostly plan on increasing their use of Facebook ads
(59%, down from 67% in
2018), Instagram ads (55%, up from 53% in 2018), and
YouTube ads (40%, up from 35%
in 2018). A significant 73% said they have no plans to use
Pinterest ads and 84% have no
plans to use Snapchat ads.
Here's a breakdown by ad platform:
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https://ad.doubleclick.net/ddm/clk/418327446;219885524;s
Social media ad platforms marketers
want to learn more about
We asked marketers to identify which social media ad platforms

they want to learn more
about. Facebook took first place at 74%, down from 81% in
2018. Interest in Facebook
Messenger ads dropped to 41% from 61% in 2018.
B2C marketers are more interested in learning about Facebook
ads (77% B2C vs. 68%
B2B) and Instagram ads (70% B2C vs. 57% B2B) than their
B2B counterparts. B2B
marketers are far more interested in learning about LinkedIn ads
(64% B2B vs. 41% B2C).
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Measuring ROI of organic social activities
We wanted to understand marketers' ability to measure the
return on their organic social
media activities, so we asked them to rate their agreement with
the following statement:
"I am able to measure the return on investment (ROI) for my
organic social media
activities."
Only 44% agreed they were able to measure their organic social
activities. The ROI issue
has plagued marketers for years.
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Facebook Analytics insight
We wanted to understand marketers' interest in Facebook
Analytics, so we asked them
to rate their agreement with the following statement: "I would
like to improve my
Facebook Analytics knowledge."
A significant 86% either agreed or strongly agreed that they'd
like to understand more
about Facebook Analytics.
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Google Analytics insight
We wanted to understand marketers' interest in Google
Analytics, so we asked them to
rate their agreement with the following statement: "I would like
to improve my Google
Analytics knowledge."
A significant 89% either agreed or strongly agreed that they'd
like to understand more
about Google Analytics.
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Survey participant demographics

We leveraged email to find participants for our survey. We
conducted this survey in
January 2019 by emailing a list of 350,000 marketers and asking
them to take the
survey. After 5 days, we closed the survey with 4,859
participants.
Here are the demographic breakdowns:
Years using social media marketing
We asked participants how long they've been
using social media for marketing.
Sixty-five percent of marketers surveyed have
at least 3 years of social media marketing
experience.
Is social media marketing your main job
responsibility?
Slightly more than two out of five marketers
said social media marketing was their full-
time responsibility.
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Business size
The largest group that took the survey
works for small businesses of 2-10
employees (38%), followed by the self-

employed (22%). Twenty percent of people
taking the survey work for businesses with
100 or more employees.
Primary target audience
About two-thirds (64%) of survey
participants focus primarily on attracting
consumers (B2C) and the other 36%
primarily target businesses (B2B).
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Industry
Below are the di"erent industries of survey participants.
Age of participants
Most survey participants (85%) were age
30 or older.
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Gender
Females edged out males, representing
61% of all participants.

Country
Most participants (55%) were based in the
United States, followed by Canada (7%),
United Kingdom (6%), Australia (4%), and India (4%).
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About Michael A. Stelzner
Michael Stelzner is the founder of Social Media
Examiner, author of the books Launch and Writing
White Papers, and host of the Social Media Marketing
podcast—a top business podcast on Apple Podcasts. He
also is the central character in "The Journey," a
documentary show …
BUS/475v10
WK 2 Apply: SWOT Analysis
BUS/475v10
Page 2 of 5
Wk 2 – Apply: SWOT AnalysisName: Selected Organization:
TESLA
Complete a SWOT analysis from a global perspective, if
applicable.
Strengths
Weaknesses
· The use of proprietary technology.
· Strong market among millenials conscious about climate
change.
· first to produce fully electric car.

· A variety of models such as model S and X.
· A CEO with a good reputation and track record.
· Use of own distribution channel through its stores.
· Customers are yet to fully adopt electric vehicles.
· High cost of production leading to high price.
· Longevity of batteries.
· Inadequate infrastructure for use of electric cars around the
world.
· CEO is also head of Space X.
Opportunities
Threats
· Unexploited markets in the developing world.
· New advances in technology which can increase battery life.
· Production of new low price models.
· Increased environmental awareness.
· Various lawsuits which delay and inhibit innovations and
global expansion.
· Lack of enough government subsidies which drive up prices.
· Increased competition from established companies with hybrid
and fully electric models.
Analysis
There are several strengths that Tesla has which it can use in
exploiting the opportunities which it has today. Tesla is led by
Elon Musk who has a good reputation and is well known in the
tech industry. The presence of this CEO gives the brand a better
image and credibility as it continues in its quest to make the
world more electric. Tesla can use the strength of such a brand
in the company and the CEO to grow as it exploits the middle
class in the developing nations. This is a market which is aware
of the company and his work and he can be trusted as he
introduces the product there. At the same time, Tesla is popular
among millennials and other younger age groups. These younger
age groups make marketing easy through social media for
promotion of the brand. At the same time, the number of young

people in the world who are environmentally conscious is
growing. Through the cutting down of marketing costs through
use of social media and a larger market around the world, the
company can start enjoying economies of scale (Qayyum et al.,
2020). The company can also license its proprietary technology
to other companies and use the money to subsidize the price of
its products to reach a wide range of customers. Tesla is the
first company to produce a fully functional electric car and is
trusted by the consumer. It should work on getting batteries
with a longer life attracting more consumers who can see the
practical use of the electric car. The distribution using its stores
is a strength which can be exploited through opening up of new
stores in the developing nations and other areas where it is yet
to venture.
One of the weaknesses that Tesla is currently experiencing is
that its CEO is also the CEO of Space X. The company has not
had a good performance for many years and this risks ruining
the image of the CEO. At the same time, there is the perception
that there is conflict of interest and as the leader he needs to
concentrate on one company. The company can convert this into
a strength by separating the top management of the two and
Space X getting a new CEO. The other weakness that Tesla
faces today is that its prices are considerably high. The prices
can be reduced to make them more affordable through expansion
of the market and licensing out the proprietary technology to
subsidize the costs (Ingle & Phute, 2016). The company should
also exploit social media for marketing purposes and work on
getting better economies of scale. Customers around the world
are concerned that there is insufficient infrastructure for use of
the electric cars. Tesla needs to lobby for governments to come
up with infrastructure that will support the use of the electric
cars such as charging stations. Tesla can also do this through
setting the infrastructure themselves through arranging for the
government to give it subsidies. There are customers today who
are still wary of using the electric cars. The company can turn
this into a strength through creation of awareness using

channels such as mainstream and social media.
The threats that the company is facing are substantive and need
to be carefully dealt with. There is competition from the
established manufacturers who are getting into manufacturing
hybrid and electric vehicles. The company can mitigate this
threat through capitalizing on the fact that it was the first to
produce a fully electric functional vehicle. It is important to
show consumers of the quality that the brand brings through
aggressive marketing and continued innovation. The company is
best placed to compete because it is specialized in production of
electric automobiles. There are also lawsuits which delay
innovations and expansion (Ingle & Phute, 2016). The company
can work towards more lobbying to ensure the barriers that it
faces in terms of legislation are minimized. Tesla also needs to
work towards scaling up its operations so that it can enjoy
economies of scale and this will mitigate the threat of loss of
government subsidies.
The action which the company needs to advance its goals and
increase its competitive advantage is to increase its production
capacity. It is only through an increased capacity that the
company can produce mass scale and sell to a wider client base.
The economies of scale will enable Tesla to not only be the
pioneer in production of electric vehicles but also among the
best at considerable prices. The company also needs to expand
its stores to developing nations to capture the growing middle
class in these countries. At the same time, the company must
work towards growth of its infrastructure if it intends to
maintain its competitive advantage (Qayyum et al., 2020). Tesla
needs to take these actions because consumers are conscious
about the environmental protection today more than ever before
and they require a relatively lower priced electric vehicles. The
presence of infrastructure will also gain the confidence of
consumers that they can use the Tesla models for their daily
commute.

Citations
Qayyum, A., Usama, M., Qadir, J., & Al-Fuqaha, A. (2020).
Securing Future Autonomous & Connected Vehicles: Challenges
Posed by Adversarial Machine Learning and The Way
Forward. IEEE Communications Surveys & Tutorials.
Ingle, S., & Phute, M. (2016). Tesla autopilot: semi autonomous
driving, an uptick for future autonomy. International Research
Journal of Engineering and Technology, 3(9).
Copyright 2019 by University of Phoenix. All rights reserved.
Copyright 2019 by University of Phoenix. All rights reserved.
Marketing, 10th Edition, page: 50

Minimum 6,500 words each page should include at least one
graph, image or table. You must put url on every page with any
graph, image or table.
1.5 line spacing
1/2" margin all around
12 point font.
You MUST write your Marketing Program for one of the four
social media brands:
Instagram, (Facebook Inc.)
YouTube, (Google LLC.)
Qzone, (Tencent Holdings Ltd.) or
Reddit (Advance Publications Inc.).
In parenthesis is the corporate brand also known as the parent
company.
You will discuss the corporate brand under the Description of
the Company.
You are conducting secondary research to gather facts and
statistics already published.
Include the charts, pictures, and graphics that illustrate the
statistics.
You must provide the links to the websites where you found the
information (facts and statistics) and images/charts.
You must provide the links to the sources since you did not
conduct the primary research.

Strategic Plan
Mission, Vision etc.
.
Situation Analysis
SWOT analyses,
BCG analyses,
Porter's 5 Forces Model,
GE McKinsey Matrix,
Value Chain Analysis,
PEST Analysis,
VRIO Analysis,
McKinsey's 7 S Framework etc.
6 a Product
Remember the brand is wrapped around the product and
products can be tangible or intangible.
a) Describe fully the services provided by this brand to
consumers (B2C) and businesses (B2B).
Explain why their product is either tangible or intangible?
For example, for Frito Lays Inc. some of the product types they
sell are
potato chips, corn chips, and tortilla chips. For social media
companies, there are different types of services.
b) Discuss where you think their products are in the product life
cycle and explain why.

c) Identify the corporate (parent) brand (Frito Lays Inc.) and
master brands and include pictures of the logos. For
example, Doritos, Lays, Fritos, Cheetos etc. are master brands
of Frito Lays Inc.
The parent brand includes the words Company, Corporation,
Inc., LLC etc. Sometimes one of the master brands might also
include the parent brand name, but without the Inc., Company,
Corporation etc. For example, Facebook Inc. and Facebook.
d) Discuss if their strategy is multi-product branding, multi
branding, or private branding and fully explain why based on
what you observed and the concepts discussed in the
textbook. Include pictures.
e) Discuss and give examples of their line extensions or brand
extensions. Include pictures.
f) Identify the number of monthly active users and the percent
of internet users reached.
b Price
a) Identify the price point ranges for each product type for
business to consumer and for business to business.
Create a table to summarize the products (services) and the
price points.
It could be bronze, silver, gold or small, medium, and large etc
for different product types coffee, tea, brownies etc or TV's,
phones etc. If the service is free to consumers explain why?
How does the company make money? What is the price they
charge to businesses for the different services? Discuss if some
services are provided free to consumers and if the service can
be upgraded for a fee that might suggest a Good, Better, Best
pricing strategy.
b) Discuss why or why not you feel their strategy is penetration
pricing or skimming.
c) Discuss if they segmented the market by price or some other
segmentation approach.
d) What is the annual revenue for the company and brand.

c Place
a) Indicate the channels of distribution or access.
b) Discuss if their distribution strategy is intensive, selective,
or exclusive.
c) Discuss place as it relates to Social Media companies.
d Promotion (Advertising)
a) Discuss the types of advertising and promotions they have
implemented and include pictures.
b) Discuss their use of broadcast (TV / Radio), print (magazines
/ newspapers), and support media (billboards / internet).
Provide pictures and links to where you found the advertising.
12.Ethics
You should mention, explain and apply one or more of the
ethical principles listed below
in your response to the question regarding Ethics and Corporate
Social Responsibility.
One ethical dilemma associated with Social Media is Data
Privacy.
You should classify the issue as either
Ethical and Legal,
Ethical, but Illegal,
Unethical and Illegal,
Unethical, but Legal.
Unethical, but Legal,

Ethical, but Illegal,
However, do not limit your rationale and point of view to these
principles.
Explain in your own words your point of view.
Utilitarianism
Moral Idealism
Personal benefit: acknowledge the extent to which an action
produces beneficial consequences for the individual in question.
Social benefit: acknowledge the extent to which an action
produces beneficial consequences for society.
Principle of benevolence: help those in need.
Principle of paternalism: assist others in pursuing their best
interests when they cannot do so themselves.
Principle of harm: do not harm others.
Principle of honesty: do not deceive others.
Principle of lawfulness: do not violate the law.
Principle of autonomy: acknowledge a person's freedom over
his/her actions or physical body.
Principle of justice: acknowledge a person's right to due
process, fair compensation for harm done, and fair distribution
of benefits.
Rights: acknowledge a person's rights to life, information,

privacy, free expression, and safety.
Table of Contents
Marketing Plan
1 Executive Summary
pages 3 - 6
2 Description of the
pages 4 - 9
2 a. Industry
2 b. Company
2 c. Brand
3 Strategic Plan
pages 9 - 12
4 Situation Analysis
pages 12 - 20
5 Market Product Focus
pages 20 - 22
6 Marketing Program
pages 22 - 30
6 a. Product
6 b. Price
6 c. Place
6 d. Promotion
7 R&D and Operations Program
pages 30 - 31

8 Financial Projections
pages 31 - 33
9 Organization Structure
pages 33 - 34
10 Implementation Plan
pages 34 - 35
11 Evaluation and Control
pages 35 - 37
12 Ethics and Corporate Social Responsibility
pages 37 - 40
13 Sources:

pages 40 - 43
14 Appendix
pages 43 - 100
1
Executive Summary
2 A
Description of the Industry
2 B
Description of the Company
2 C
Description of the Brand
3 Strategic Plan
4 Situation Analysis
5 Market Product Focus
6 Marketing Program
6 a. Product
6 b. Price
6 c. Place
6 d. Promotion
7 R&D and Operations Program
8 Financial Projections

9 Organization Structure
10 Implementation Plan
11 Evaluation and Control
12 Ethics and Corporate Social Responsibility
13 Sources
14 Appendix

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