MKT 380

INTRODUCTION TO SOCIAL MEDIA MARKETING

WEEK 1

• What you can expect to get out of this course

• Certificate program

• Syllabus

• Requirements

• Sign ups

• Course website

• Twitter feed

• My accessibility

COURSE OVERVIEW

WHY AREYOU HERE?

JOBS AND LOCATIONS

• What is social media?

• Why is it important to marketing professionals?

• Groups of 4 come up with answers to both questions and write them on the board

CAN YOU DEFINE SOCIAL MEDIA?

Shared information delivered through online channel,s primarily those that make up web 2.0

Based upon the creation of social networks for dissemination but can also include crowdsourced, shared content that arises in other online participatory environments

Valuable to marketing professionals for reasons of efficiency and effectiveness as well as realities that demographic changes are quickly making old media less viable for certain psychographic and demographic consumer segments

SOCIAL MEDIA

Mass media compared to social media

Our media ecosystem includes both…

Mass media marketing compared to social media marketing

Push orientation

Asynchronous

Captive audiences

Interruption disruption

Based on taxonomies

Does it look like this?

OLD VS. NEW MEDIA

• Participation

• Synchronous

• Interactive

• Targeted

• Engagement that can be quantified and measured

• Web 2.0

• Crowdsourced and user generated

• Based on folksonomies (tagging, hashtags)

• Looks like this

NEW MEDIA

Tom Standage from The Economist suggest that ancient Rome is responsible for the Twitterverse

IS IT NEW?

SOCIAL MEDIA OLDER THAN MASS MEDIA?

MORE EVIDENCE OF A TRADITION?

Coffeehouses of the 17th and 18th centuries

Wasted time?

Burst of innovation that followed

Sound familiar?

• Strong evidence that participative media is the norm

• Mass media is (was?) the blip?

• Is “social” media the normative experience for getting information compared to mass media? Historically and currently?

• Is sharing the true value of social media (as opposed to cheap, reach, speed?)

• Can both exist side by side? Each has strengths and weaknesses (individual experts vs. group/shared ideas)

THE BLOG IS NEW?

Why?

EVEN NOW, INDEPENDENT OF TECHNOLOGY, WE YEARN TO SHARE

OR LIKE THIS

Exercise: In groups of 4, think about and catalog your ‘average’ social media use and how much you share as well as the benefits you get from that participation and sharing. Be as specific as possible:

• Sites?

• How long?

• How much interaction/participation/sharing?

• How often?

• What are the positive feelings associated with time/participation here?

• Negative ones?

WHAT DRIVES ALL OF THIS PARTICIPATION?

• Cannot be based upon manipulation or interruption like mass media; Must align with user desires that fuel participation and sharing

• Must be authentic

• Share imperative

• Synchronization of opinion

• Psychic income

• Monetization

THE SAME FORCES THAT DRIVE PARTICIPATION SHOULD DRIVE SOCIAL MEDIA MARKETING

Course will be somewhat organized around this concept

Way to categorize social media in order to envision marketing tactics and strategies

ZONES OF SOCIAL MEDIA

ZONES OF SOCIAL MEDIA

MARKETING AND SOCIAL MEDIAMarketing 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.

The traditional marketing mix includes the 4 Ps of Product, Price, Promotion, and Place (distribution).

Social media adds the 5th P: Participation

Reputation based

Socialnomics—find customers before they find you…

Social media marketing is interactive, participative, share-based marketing!

Multiple strategic marketing objectives can met by social media:

1. Promotion and branding

2. Customer Relationship management (service recovery!)

3. Customer support

4. Market Research

5. Product development

6. Ecommerce/etailing

WHY SOCIAL MEDIA MARKETING?

PROMOTION AND BRANDING

Increase Awareness

 

Influence Desire

 

Encourage Trial

 

Facilitate Purchase

 

Cement Brand Loyalty 

Risk!

Synchronization of opinion—social media can act as an accelerant!

Reputation-based—what if your rep is bad? (Tobacco!)

Crowdsourced/user generated content can backfire

Cheap yes but loss on control?

Mcdonalds #mcdstories

KFC #iatethebones

WHY NOT?

• Blog! Get it up and running; tweet, text or email the url to me with your name

• Follow me on twitter (profmgermano) and respond to at least one tweet with #mkt380atcsula and/or tweet an example of your favorite social media campaign (like Dollar Shave Club)

• Try adding some examples of social media marketing that is meant to simply increase awareness to your blog and analyze whether or not they are successful

• Read chapters one and two Tuten & Solomon and

FOR NEXT WEEK