Chapter 5 team 4
Transcript of Chapter 5 team 4
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Chapter 5 Social Media in Advertising and Marketing
The Dream Team: Avel, Estefani, Kyara, Shantal
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Advertising & Marketing Theories
Top-of-Mind Awareness: branding through a sustained level of marketing and messaging that influences customers at time of purchase (having consistent presence)
Frame-of-Mind Awareness: reaching potential customers when they are in an active shopping and buying mode (create easier access for customers and wait for them to come to you)
Friend-of-Mine Awareness: your prospective customers consider you a friend to compete for their time, attention and loyalty (you gain customer’s trust and you become a valuable resource to them)
●This kind of marketing uses data to determine what customers want
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Advertising & Marketing Theories continued...
●Marketing Mix… Four P’s
- Product
- Place
- Price
- Promotion
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Consumers
Consumers follow a social media marketing customer driven path….
Finding sites and content
Learning through engagement and listening
Validating information through reviews and community conversation
Using via demonstrations or trials
Buying through a sales process
Advocacy after the purchase
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Consumers ….. continued
Other ways of attracting consumers:
Company announcing new client or new customer endorsement
Rewarding brand loyalty with special programs - Can be linked to their social media marketing communication plan
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Branding
What is it?...
- “Corporate brand management may be seen as a PR function of promoting and protecting the reputation of the corporation”
Company’s “reason for being”
Most companies want to be distinct from others
It involves a bond (powerful emotional connection)
- This creates real-time opportunities for brand representatives w/ the public
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Promotions, Market Research and Segmentation ➢ Companies ask consumers to advertise their product
➔ Through Social Networks
➔ A form of propaganda
➔ Participate to win offered prices.
❖ Offers opportunities and develops engagement.
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Integrated Marketing Communication (IMC)
Today:
● The most effective use of advertisement is social media!
But in order to engage:
● Be relevant, engaged, and authentic
❖ It involves more than simply having a presence on a social media site.
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Social Media Strategic Planning
Four businesses considerations...
1. Value creation
2. Sources of competency
3. Target market
4. Revenue
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Awareness and engagement
Search engine optimization (SEO)
Return on Investment (ROI)
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Awareness and engagement● Consumers spend time researching in
mobile.
● Mobile research starts with search.● Location proximity.● Purchase immediacy is key.
● Mobile influences purchases across channels.
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Search engine optimization (SEO)● Google● Youtube
● Bing
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Cost of Ignoring (COI)
“Measure of social shyness”
Customer service, reputation management, crowdsourcing, collaboration, and recruitment
Customer loyalty, manage negative sentiment, credibility
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Advertising & Marketing Case Studies
“Real-time Social Marketing”
CRM: Customer Relations Management
By being active on social media, companies can manage customer satisfaction, retention, and loyalty.
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Successes: Real-time Social Marketing
#PretzelLoveStories
2,000 shares
12,000 likes
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Failures: Real-time Social Marketing
#Iatethebones
Hyundai Clean Emissions
#Mcdstories
#Aurora
Kitchen Aid Obama Joke
Gap’s insensitive acknowledgement of Hurricane Sandy