Post on 02-Nov-2014
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Social Media, Naked
Michael A. GasparNorthern Illinois UniversityUBUS 310April 13, 2011Dr. Tim Aurand
Definition: “Media”
1. The plural form of MEDIUM.
2. The main means of mass communication.
Oxford American Dictionary
Definition: “Social”
1. Of or relating to society or its organization.
2. Zoology. (of mammals) living together in groups, typically in a hierarchal system with complex communication.
Oxford American Dictionary
Definition: “Social” + “Media”
1. Medium through which a group or community communicates in order to establish their relationship to one another in a society
In Human…
1. Place where we talk about stuff we like.
In Marketer…
1. [Marketing] medium where businesses and consumers assemble to have a [monitored] conversation about how they can add value to each other.
Debunking Modern Marketing Myths
4. Being present on social networks is enough
3. At the mercy of the masses, businesses have very little power in the business-consumer relationship
2. Return on Investment (ROI) is not quantifiable for social media and social marketing practices
1. Social Networks = Social media
Social Media vs. Social Networks
• Social Media ≠ Social Networks
• Social Media is the stimulus used to engage your target in the social landscape
• Social Networks are merely the medium on which you market and drive traffic to your (social) media
• twitter is a microblog social network that allows users to share thoughts, links, resources, and create relationships in 140 characters
• Roughly 30 million
• Implications for both B2C and B2B
• 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
Foursquare
• Foursquare is a geolocation-based social network that uses your 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
• LinkedIn is a professional networking community that allows you to connect with and sustain contacts that help drive new business
• Roughly 80 million users
• Mostly B2B
You Tube
• Video sharing community ranging from professionals to private users
• 2 billion + views per day
• B2C; some B2B implications
Where Does Social Media Fit Into A Brand Strategy?
Social Media Is A Brand’s Wingman
Wheat Thins
Use of: Guerrilla Marketing, Video Marketing, and Social Media strategies
Wheat Thins: Crunch is Calling Campaign
Domino’s: Tate’s Boxed Chicken
Use of: Print media, Traditional media, Video Marketing, and Social Media
#dpzchicken on Twitter
So, What is the Value of Having a Brand & Social Marketing Strategy?
Takeaways
1. The meaning and use of social media today
2. Social [Media] Marketing = Social Media + Social Networks
3. Social media is just one of many forms of media that businesses can use in an engaging brand strategy
4. The big picture involving social media’s role in building brands and growing business
Feedback
Twitter: @MichaelGaspar
Web: michaelgaspar.com