How Big Business UtilizesSocial Media

Michael A. GasparNorthern Illinois UniversityUBUS 310Dr. Tim Aurand

What is social media?

• Marketing tools that are intended to create and foster relationships between businesses and consumers in hopes of meeting the needs and expectations of both parties involved

• Ideally adds value to the consumer experience

• Combination of marketing strategy and social networks

• Microblogs, resources, articles, video, blogs, applications

Social Networks

• Platforms on which social media marketing can be implemented

• twitter, foursquare, facebook, You Tube, LinkedIn

Twitter

• twitter is a microblog social network that allows users to share thoughts, links, resources, and create relationships in 140 characters

• Roughly 15 million active users, business to social

• Implications for both B2C and B2B

Facebook

• facebook is the veteran social network, incorporating applications, fan pages, and profiles to stay in touch with community

• Roughly 500 million active users, business to social

• Implications for both B2C and B2B

http://www.facebook.com/search.php?q=ATT&init=quick&tas=0.7757072783084767&ref=ts%23!/ATT?v=app_17037175766

Foursquare

• Foursquare is a geolocation-based social network that uses your laptop’s and mobile device’s GPS to allow you to check-in to various points of interest, share them with your network, and leave suggestions and reviews about businesses in the area

• One check-in per second, business to social

• Mostly B2C; B2B

You Tube

• Video sharing community ranging from professionals to private users

• 2 billion + views per day

• B2C; some B2B implications

Old Spice Video

LinkedIn

• LinkedIn is a professional networking community that allows you to connect with and sustain contacts that help drive new business

• Roughly 60 million users

• Mostly B2B

Other Media

• Blogs

• White Papers

• Publications

• Mobile Applications

• SMS/Text

• Powerpoint and Document sharing

Social Media for b2c

• Designed to holistically bind all marketing tools

• Create value for consumers

• Brand monitoring

• Marketing metrics and research

• Customer support

via MIT Hoffman Business Review Fall 2010

The Theory Behind SM

Brand Awareness

Brand Engagement

Word of Mouth

CONVERSION

Questions