[revised]the combination of social media and marketing

THE COMBINATION OF SOCIAL MEDIA AND MARKETING

MARKETING1. Definition

There are many definitions of marketing

MARKETING

Based on customer orientation and the satisfaction of customer needs

1. Definition

MARKETING

“Marketing is the social process by which individuals and organizations obtain what they need and want through creating and exchanging value with others.”

Kotler and Armstrong

1. Definition

MARKETING

Based upon a basic marketing exchange process, and recognizes the importance of value to the customer

1. Definition

MARKETING

“Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.”

Kotler and Amrstrong

1. Definition

MARKETING

1. Definition

Focused on value creation and delivery, and the longer-term retained customer

MARKETING

1. Definition

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” American Marketing Association

MARKETING2. Marketing, Selling and Advertising

Selling and advertising are only the tips of the marketing iceberg

MARKETING2. Marketing, Selling and Advertising

Marketing SellingStart long before a company has a product

Occur only after a product is produced

Convert “customer’s needs” into “product”

Convert “product” into cash

Consumer determines the Price, Price determines the costs.

Cost determines the Price.

MARKETING2. Marketing, Selling and Advertising

Marketing Selling“Customer satisfaction” is the primary motive. (Customer is the very purpose of the business)

“Sales” is the primary motive (View the customer as the very last link of the business)

Marketing is more “pull” than “push”

Selling involves “push” strategy

Marketing has a wider meaning and includes many activities

Selling is only a part of marketing.

MARKETING2. Marketing, Selling and Advertising

Marketing AdvertisingMarketing is a “whole process” with a broader range of activities for a product or service: Research, Advertising, Sales, Public relations, Customer service and satisfaction

Advertising is a component of the marketing process, involving various strategies: placing ads, deciding what media to use, what time, frequency, etc.

MARKETING3. Traditional marketing and modern marketing

Traditional Marketing Modern MarketingIn traditional marketing, more importance is given to selling products.

Its main motive is customer satisfaction

MARKETING3. Traditional marketing and modern marketing

MARKETING3. Traditional marketing and modern marketing

MARKETING4. Marketing in the new digital age

The fact is that today’s

economy requires a mixture

of Old Economy and New

Economy thinking and

action.

MARKETING4. Marketing in the new digital age

SOCIAL MEDIA1. Introduction

Medium (or media in plurial) is an instrument of communication, like newspapers or television.

“Social” is a word that describes activities which involve being with other people, especially activities for pleasure.

SOCIAL MEDIA1. Introduction

Social media would be a social instrument of communication.

SOCIAL MEDIA2. Some typical social media

The world’s largest social network

SOCIAL MEDIA2. Some typical social media

Sharing photographs

SOCIAL MEDIA2. Some typical social media

SOCIAL MEDIA2. Some typical social media

SOCIAL MEDIA2. Some typical social media

Sharing funny links on the web

SOCIAL MEDIA2. Some typical social media

SOCIAL MEDIA2. Some typical social media

Playing social games

SOCIAL MEDIA2. Some typical social media

SOCIAL MEDIA2. Some typical social media

Chat interactively with friends

SOCIAL MEDIA2. Some typical social media

SOCIAL MEDIA2. Some typical social media

Supporting groups and

fan pages

SOCIAL MEDIA2. Some typical social media

SOCIAL MEDIA2. Some typical social media

A vehicle for social media

marketing

SOCIAL MEDIA2. Some typical social media

SOCIAL MEDIA2. Some typical social media

Twitter is an online social networking service that enables its users to send and read text-based posts of up to 140 characters, known as "tweets". It has been described as "the SMS of the Internet."

SOCIAL MEDIA2. Some typical social media

A blog is a personal online journal that is frequently updated and intended for general public consumption.

SOCIAL MEDIA2. Some typical social media

There is a series of entries that are posted to a single page in reverse-chronological order.

SOCIAL MEDIA2. Some typical social media

Blogs generally represent the personality of the author. The author of a blog is often referred to as a blogger.

SOCIAL MEDIA2. Some typical social media

The world’s largest video sharing website that lets anyone upload short videos for private or public viewing.

SOCIAL MEDIA2. Some typical social media

Various kinds of videos Video sharing network

SOCIAL MEDIA2. Some typical social media

LinkedIn is the world’s largest professional network with over 120 million members and growing rapidly.

SOCIAL MEDIA2. Some typical social media

LinkedIn connects you

to your trusted contacts

SOCIAL MEDIA2. Some typical social media

Exchange knowledge, ideas, and

opportunities with a broader network of

professionals.

SOCIAL MEDIA3. Some interesting figures and fact

COMBINATION OF SOCIAL MEDIA AND MARKETING

Why?

Popularity of Social Media

COMBINATION OF SOCIAL MEDIA AND MARKETING

Why?

Spread-out information ability

COMBINATION OF SOCIAL MEDIA AND MARKETING

Why?

Cost efficiency

COMBINATION OF SOCIAL MEDIA AND MARKETING

Why?

Quick resultsFlexibilityTime saving

COMBINATION OF SOCIAL MEDIA AND MARKETING

What?The popularity of internet and entity information

When? Throughout the marketing process

COMBINATION OF SOCIAL MEDIA AND MARKETING

Where?

On Facebook, Twitter, Youtube, Blog and LinkedIn and many other business-related webpages

COMBINATION OF SOCIAL MEDIA AND MARKETING

Who?

Target customers which depends on each promotion channel

COMBINATION OF SOCIAL MEDIA AND MARKETING

How?• Facebook, Twitter and Blog: keep in touch with

bloggers, monitor your company/brands, announce specials, deals, sales, live update on events or conferences, promote articles and interesting news.

• Youtube: upload a video about your brand on Youtube and check the customer’s reaction throught comments.

• LinkedIn: basically no difference from Facebook or Twitter, however, it is more prefessional and business-focusing

COMBINATION OF SOCIAL MEDIA AND MARKETING

CASE STUDY

COMBINATION OF SOCIAL MEDIA AND MARKETING

GAME RULE

1. Who is the current US president?

Barack Obama

2. Who is Obama’s opponent in the last US President Election?

John Mccain

3. How old was Obama when he was elected?

A. 46B. 51C. 55

He was 47 years old when becoming the US president

4. Is Mr Barack Obama a coloured man?

5. What is Obama’s the most prominent characteristic,

compared to other US presidents?

He is the first colored and the youngest US president until now

COMBINATION OF SOCIAL MEDIA AND MARKETING

How did this guy….

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