Transcript Social media marketing - Oakland Schools Moodle

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Why Social Media?
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part.
LEARNING OBJECTIVES
After completing this chapter, students will be able to:
• Explain why social media is important
• Define social media marketing
• Explain the 7 myths of social 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
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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Finding a Way Through Social Media
• Lots of people are “doing” social media
marketing
• Seek an efficient and effective path
• Avoid random direction approaches
• Apply a decisive strategy for success
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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Table 1.1
Popular Social Media Sites,
as of December 2011
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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What Is Social Media Marketing?
Social media marketing (SMM) uses social media
portals to positively influence consumers toward a
website, company, brand, product, service, or a
person. Typically, the end goal of social media
marketing is a “conversion,” such as the purchase
of a product, subscription to a newsletter,
registration in an online community, or some
other desirable consumer action.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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The Seven Myths of Social Media Marketing
1.
2.
3.
4.
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
5. Social Media Marketing is New
6. Social Media Marketing is Too TimeConsuming
7. Social Media is Free
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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Social Media Myth #1:
Social Media Is Just A Fad
Instead, social media is:
• Founded in community, socialization, and wordof-mouth marketing
• Based on a stable premise that people are social
and want to connect with other people
• Related to technological evolution that continues
to provide new and attractive means for people to
interact
• Rooted in core trends and behaviors in social
media interaction that remain stable over time
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part.
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Figure 1.1
Social Media Usage
Outpaces Traditional Media
*Forrester Research Web-Influenced Retail Sales Forecast, Forrester Research, Inc., December 2009
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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Social Media Myth #2:
Social Media Is Just For The Young
Instead, the reality is:
• Older users are among the fastest growing
demographics on most social media sites
• YouTube - 18 to 55, evenly divided between
males and females
• Facebook - 61% of those 35 to 54 and 48% of
people over 55 have Facebook pages
• Users span all age and income brackets
• Social networks are increasingly being adopted
by older populations
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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Social Media Myth #3: There Is No Return
In Social Media Marketing
Instead, social media returns are:
• Difficult to measure, and many businesses do not
currently measure their social media efforts
• A frequent topic for conferences of online
marketing experts
• Measured in a variety of different ways such as:
savings in customer service, online word-ofmouth promotion (buzz), improved brand
awareness and reputation, increased brand
loyalty, and sale lead generation
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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Social Media Myth #4: Social Media Marketing
Isn’t Right For This Business
Instead, social media marketing:
• Is just as relevant to B2B companies as to B2C
firms
• Has a powerful ability to drive word-of-mouth or
recommendations from friends
• Influences search as a resource because search
results frequently include social media sites
Even if businesses don’t believe in the value of engaging in social
conversations as a part of marketing, there is no denying the value of a
strong business or product presence in search results.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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United Breaks Guitars
The Story:
• Dave Carroll, a musician flying United Airlines,
witnessed baggage handlers throwing his $3,500
Taylor guitar resulting in $1,200 in damages.
• Nine months of efforts to recover costs of the
damages ended with, “This is it, there’s going to be
nothing you’re going to get out of United Airlines.”
• On July 6, 2009, Carroll posted a video to
YouTube titled “United Breaks Guitars” which
received over 10 million views by August 2011.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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United Breaks Guitars
The Lesson:
• Gone are the days when millions in advertising
and PR could control the message—now when
customer service is lacking, an individual can use
the social web to communicate with the world,
sometimes with nothing more than a song and
clever video.
• Every interaction with the customer is a
marketing event.
•
http://www.youtube.com/watch?v=5YGc4zOqozo
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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Social Media Myth #5:
Social Media Marketing Is New
Instead, what’s new is:
• Technology and media are changing the role
social, behavioral, and economic concepts play
in modern marketing efforts
• Conversations are now public, online, and
viewable for the indefinite future
Consumers are already on social sites, talking about
businesses on their Facebook pages, blogs, and Twitter
accounts, whether a business acknowledges this or not.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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Social Media Myth #6:
Social Media Is Too Time-consuming
Three key ways to limit the time investment in
social media marketing:
1. Look for underutilized employees who can
spend some of their time on social media
marketing
2. Leverage efficiency tools top streamline social
media efforts
3. Use mobile devices to boost efficiency
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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Social Media Myth #7:
Social Media Is Free
While most sites do not have a fee for usage, costs
include:
• Time and resources
• Fees for producing and creating content
• Fees for consultants or agencies involved in
building and executing the social media strategy
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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The History of Social Media Marketing
•
•
•
•
•
•
1978: first “spam” email message was sent
1979: USENET “newsgroups”
1985: The WELL bulletin board system (BBS)
1999: Napster
2001: Wikipedia
2003: MySpace, Delicious, SecondLife, and
Facebook
• 2004: Flickr
• 2005: YouTube
• 2006: Twitter
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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Figure 1.2
Social Media Timeline
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part.
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Why Social Media Marketing is Different
Traditional Approach Social Media Approach
• Controls content seen • Emphasizes audience
by audience
contribution
• One-way
• Two-way
communication
communication
• Domineering approach • Discussion approach
• Exclusivity
• Trust building
agreements
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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What are the Characteristics of a
Successful Social Media Marketer?
Technical Skills
• Basic computer skills
• Proficiency with
search engines
• Proficiency with
navigating the web
• Knowledge of coding
or graphic design
helpful
Personal Attributes
• Personable
• Good listening skills
• Diverse vocabulary
• Strong reading and
comprehension skills
• Creativity and passion
• Professionalism in
response to negative
comments
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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Careers in Social Media Marketing
• Spending on social media is forecast to expand
substantially between 2009 and 2014
• Demand for social media marketers is likely to
increase in the near future
• The majority of the jobs in social media are
freelance rather than full-time
• The first step toward landing a social media job
is getting involved
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in
part.
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