creating buzz: marketing in the age of social media
TRANSCRIPT
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Creating Buzz Marketing in the Age of Social Media
Photo Source: negativespace.co, Retro Red Phone & Cable (CC0) A Flipbook by Alex Starr
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The digital age has provided
companies with a marketing
tool of unparalleled
effectiveness:
Social Media
Photo Source: stokpic.com White Iphone 5s connected to laptop on desk (CC0)
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Social Media has created a marketing
platform with a reach more massive, a
process more instantaneous
and an audience more interactive than ever before.
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Online where most of us live a lot of the time now the
way we interact with brands changes
- Catherine Toole
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Using social media, marketers can not only get their message
to the market, but can
Stimulate Debate
Launch a Viral
Sensation
And above all, CREATE
BUZZ
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Why is creating buzz so important? When people are talking about a
brand, it generates consumer
awareness at a speed and scale that companies
cannot do on their own.
Photo Source: jeshoots.com (CC0)
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Todays most innovative marketers create
engagement platforms that do more than push
out messages. They create a gravitational
field that pulls prospects and
customers into orbit around their brands
-Mark Bonchek
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One of the most previously successful social media marketing strategies is
Content Marketing
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Social Media has launched the content marketing revolution:
Redefining customer relationships based on serving, educating, and entertaining customers
with content necessities a shift away from the I of a brand or product toward the you of the
customer
-Rebecca Lieb
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Social Media and Content Marketing are arguably the most effective ways to engage customersbut
what is the risk?
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In Social Media Marketing, the people have the power; a campaign is must harder to
control than traditional media, in that once the message is out there, it is hard to
predict what will happen to it.
High Risk, High Reward
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It is becoming increasingly hard to recover from crises
of reputation online. A seemingly
innocuous event can unleash a storm
of negativity, and such negativity
spreads directly on corporate accounts
that were established for
promotional purposes -Larissa Ott Photo Source: unspash.com, by Pablo Garcia Saldana(CC0)
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Chaos can be scary but it can also be the key to success. Theres
unlimited potential out there, take advantage of it
EMBRACE THE CHAOS
-Tyler Crosson
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An example of a company who have taken an effective, albeit unique,
approach to the development of their social media presence is American
Fast Food Chain, Taco Bell.
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@TacoBell Taco Bell has almost 2 Million followers on Twitter, and for a good reason. The company delivers a clever combination of retweets, funny comments and sassy comebacks that have consumers not only just thinking about the brand in a positive light, but relating to it on a personal level.
Photo Source: freestocks.org (CC0)
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@TacoBell
Supports their customers
Interacts with celebrities
and acknowledges other brands.
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Another example of a company
who are considered
pioneers of social media content marketing, and
launched one of the most
successful online campaigns in a pre-Instagram
era, is
Dove Photo Source: janoschka.org
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In 2006, to propell the launch of their Campaign For Real Beauty, Dove
released a video called Evolution on YouTube, a platform that not many
brands had used before for this purpose.
Photo Source: picjumbo.com, (CC0)
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I think what made this campaign perform
particularly strongly is the content, which elicited the
intense emotional responses of warmth,
happiness and knowledge from its target
demographic one of the key factors behind a
videos sharing success. But, more importantly, we
are really seeing social motivations behind
sharing becoming a lot more important. Brands
have to give people a reason to share the video
-David Waterhouse Photo Source: picjumbo.com (CC0)
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If companies know their audience and can deliver content that people want to see, social media can have the power to
promote brands like no other form of media can.
It can create what is of the utmost importance for a brand: online BUZZ.
Photo Source: freestocks.org (CC0)
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The game has officially
changed: despite the risks,
companies must embrace social
media marketing in order to be
Successful Photo Source: stokpic.com White Iphone 5s connected to laptop on desk (CC0)
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Social Media is here. Its not going away;
not a passing fad. Be where
your customers are: in social
media
-Lori Ruff
Photo Source: jeshoots.com (CC0)
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References
Course Content Additional Sources Slides 4 & 9: Toole, C. (n.d.). Brands as publishers: inside the
content marketing trend. Retrieved February 28, 2017 from http:// curve.gettyimages.com/article/brands- as-publishers-inside-the-content- marketing-trend
Slide 7: Bonchek, M. (2014, October 10). Making sense of
owned media. Retrieved March 1, 2017, from http://web.a.ebscohost.com/ehost/ pdfviewer/pdfviewersid=184c0a66-4933 -49de-9f6af8836024d0f7%40sessionmg r4006&vid=1&hid=4112
Slide 12: Ott, L. (2015, March). Reputations at risk:
engagement during social media crisis. Retrieved March 1, 2017, from http:// journals1.scholarsportal.info/pdf/ 03638111/v41i0001/97_raredsmc.xml
Slide 13: Crosson, T. (2012, November 15). Embrace the
chaos os social marketing. Retrieved February 28, 2017, from http://098- embrace-the-chaos-of-social-marketing
Slide 19: Stampler, L. (2013, May 22). How Doves real
beauty sketches became the most viral video of all time. Retrieved March 1, 2017, from http://www.businessinsider.com/ how-doves-real-beauty-sketches- became-the-most-viral-ad-video-of-all- time-2013-5
Slide 22: University of Waterloo. (2016, October 17). The
future of education. Retrieved March 2, 2017, from http://smbp.uwaterloo.ca/ 2016/10/creativelive-the-future-of- education/