Transcript Why Social Media is Becoming Marketing`s Best Friend

Why Social Media is Becoming
Marketing’s Best Friend
Tessa Schumacher
Stance: Social Media is one of the most efficient marketing tools,
and should be used by all businesses.
History of Social Media

http://www.mediabistro.com/alltwitter/social-media-history_b18776
Why is This Issue an Issue?

Many people have different feelings towards social media.

“A new study from Insight Strategy Group concludes that (64%) of people
say they “hate” when a company targets them through their social
networking profile, and 58% view social media marketing as invasive. The
findings also show that over half of respondents find social media sites a
great platform for providing companies with customer feedback “ (Insight
Strategy Group 2011).
Insight Strategy Group. (January 26, 2012). Consumers Feelings Towards Brands in Social Media. Retrieved from:
http://mydisruption.wordpress.com/2012/01/26/consumer-feelings-towards-brands-in-social-media-strengthen-the-power-ofwom/
Technology
“Increased loyalty and advocacy from the customers you've
connected with”, and also say “you can respond almost
instantly to industry developments and become heard in
your field” ( Business Link 2012).
Psychology and Marketing

Behavioral Science

“Using content that is relevant and has a personal feel to it is a very
intelligent choice when it comes to your online marketing campaign” (Cohn
2010).

Need to understand how people’s minds work- How to really get them to
buy

This is why a lot of companies aren’t able to use social media correctly- most
of them don’t try and relate to the consumer, they are more concerned
about the profit and don’t take a second look at the thoughts of the
consumer.
Cohn, Michael. (May 18, 2010). The Psychology Behind Social Media. Retrieved from: http://www.compukol.com/blog/thepsychology-behind-social-media/
Economics

In 2009, businesses spent
almost 14 Billion Dollars on
marketing online

This is a third of what was
spent on higher education in
2009.

Businesses would not be
spending so much money if
there was no payout from
using social media.

The 2012 Statistical Abstract. (June 27, 2012).
Retrieved September 16, 2012 from
http://www.census.gov/compendia/statab/cats/
information_communications/internet_publishing
_and_broadcasting_and_internet_usage.html
The Proof- Nike

“They use public social media channels like Facebook and Twitter to raise
awareness, answer people's questions, show video, and allow people to
share their results, but they keep those results under lock and key in the
Nike + website so they can offer consumer more Nike gear and ONLY more
Nike gear tailored to that individuals activity. It's brilliant and it's one of the
best uses of social media we have seen to connect a brand to a consumer”
(Cashman 2012) .

http://digitalfireflymarketing.com/how-nike-killing-it-social-mediamarketing
The Opposition

Alaska Airlines- Not
always positive for
marketing

Can turn out bad if get
negative comments

GM also had issues
with Facebookhowever, Facebook
didn’t work for them
because they didn’t
utilize it properly
Legal
Copyright
Slander
Society

When people like something on a page, their friends will either see it on
their page, or if the person shares the page with a friend, then that friend
will be exposed to it as well (Qualman 2009).
Future Outlook

As more and more people log into these social media sites, over two billion and
nearing three billion as of 2012 (Bullas 2012)

There has already been research done, looking at the benefits of teaching
students how to market effectively online in their MBA programs, meaning that
when they get to their actual jobs, they will be much more apt to use the “web
2.0” (Hadar 2010).
Bullas, Jeff. (2012). 48 Significant Social Media Facts, Figures and Statistics Plus 7 Infographics. Retrieved from:
http://www.jeffbullas.com/2012/04/23/48-significant-social-media-facts-figures-and-statistics-plus-7-infographics/
Hadar, I. (2010). Teaching MBA students the Use of Web 2.0: the Knowledge Management Perspective. Journal of Information Systems
Education, Vol. 21.1, p.55.
References

Queensland Government. “Who Uses Facebook?” (October 5, 2012). Retrieved from :
http://www.business.qld.gov.au/business/running/marketing/online-marketing/using-facebook-to-market-your-business/whouses-facebook

Bennett, Shea. (February 17, 2012). The History of Social Media. Retrieved from http://www.mediabistro.com/alltwitter/social-media-history_b18776

United States Census Bureau. (2012). All levels of Education. Retrieved from
http://www.census.gov/compendia/statab/cats/education/all_levels_of_education.html.

Hadar, I. (2010). Teaching MBA students the Use of Web 2.0: the Knowledge

Management Perspective. Journal of Information Systems Education, Vol. 21.1, p.55.

Kunz, B. (May 22, 2012). Why GM and Others Fail with Facebook Ads.

Retrieved September 30, 2012 from http://www.businessweek.com/articles/2012-05-22/why-gm-and-others-fail-with-facebook-ads#p2.

The 2012 Statistical Abstract. (June 27, 2012). Retrieved September 16, 2012

from http://www.census.gov/compendia/statab/cats/
information_communications/internet_publishing_and_broadcasting_and_internet_usage.html

The Perils of Social Media. (August 13, 2012). Retrieved September 16, 2012 from
http://www.economist.com/blogs/gulliver/2012/08/alaska-airlines-and-facebook.

Legal Guidelines for Small Businesses Using Social Media. (2012). Retrieved September 16, 2012 from
http://www.nfib.com/business-resources/business-resources-item?cmsid=51995.

Bullas, Jeff. (2012). 48 Significant Social Media Facts, Figures and Statistics Plus 7 Infographics. Retrieved from:
http://www.jeffbullas.com/2012/04/23/48-significant-social-media-facts-figures-and-statistics-plus-7-infographics/.

Cohn, Michael. (May 18, 2010). The Psychology Behind Social Media. Retrieved from:
http://www.compukol.com/blog/the-psychology-behind-social-media/.