Marketing assignment, final project

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Integrated Marketing Communications

Joe Di Donna - Bluche - Switzerland

Social Media

K. E. Clow, D. Baack – Pearson

Chapter 9

Social Media

  • Social Media = any digital tool that allows individuals to socialize on the web.
  • Social Network = social structure of individuals and/or organizations
  • Social Media Marketing = the utilization of social media and/or social networks to market a product, company, or brand.

Social networks

  • General Social Networking Sites (all targets): Facebook

  • Niche Social Networking Site (one target): FarmersOnly

  • Social Bookmarking Sites: (share bookmarks of websites)

Social Media Sites

  • Facebook, the largest social media site, host more than 1.2 billion users worldwide.
  • It capture approximately 73% of social media advertising budget (10 billion dollars)
  • New trend, teenagers decline.

Social Media Sites

  • Instagram, a mobile photo and video social sharing network owned by Facebook.
  • 520 million monthly users.
  • Hospitality marketers use it a lot.

Social Media Sites

  • Twitter, microblogging service reaches a wide audience.
  • In USA, Hispanics and African Americans use it a lot.
  • Marketers that use Twitter: JetBlue, Starbucks, Southwest Airlines and…Mr. Trump

Social Media Sites

  • Youtube, the fastes-growing area of social media networking involves posting videos. Consumers create their own video with mobile devices.
  • Video reviews of products.
  • Re-creation of broadcast ads.

Social Media Marketing

  • Reasons for Social Media Marketing:

Engage fans

Increase brand exposure

Avenue for customer interaction

Increase traffic

Generate leads

Enhance brand image

Improve search rankings

Develop loyal fans

Increase sales

Social Media Marketing

  • Function of social listening:

React to negative feedback

Detect problems

Gather topics for branded content

Predict trends

Detect patterns or shift in views

Identify brand advocates

Social Media Marketing Strategies

  • Content seeding (offering consumers incentives to share content about a brand)
  • Real-time marketing (creation & execution of marketing messages during an event)
  • Video marketing (i.e. on Youtube)
  • Influencer marketing (using influencers, like Traackr)
  • Interactive blogs
  • Consumer-generated reviews (i.e. on Amazon)
  • Viral marketing

SEO Vs. SM

Google ad words

Facebook advertising

New web sites for social media optimization