Class 1- Intro Class Presentation & Overview

download Class 1- Intro Class Presentation & Overview

of 45

  • date post

    26-Nov-2015
  • Category

    Documents

  • view

    8
  • download

    1

Embed Size (px)

description

Social Media

Transcript of Class 1- Intro Class Presentation & Overview

  • Aleem Visram Schulich School of Business

    Schulich School of Business

    Social Media & Marketing for Management

    MKGT 4226 Section R

    Wednesdays, 2:30-5:30pm

    Jan 8- April 9

    Room: SSB W133

    Instructor: Aleem Visram, HBA, MBA

    Email: avisram@schulich.yorku.ca

    http://www.youtube.com/watch?v=Slb5x5fixk4

    http://www.youtube.com/watch?v=Y4EwCG8Z498

  • Aleem Visram Schulich School of Business http://www.youtube.com/watch?v=EzVsAY4UAh0

    http://www.youtube.com/watch?v=gsNaR6FRuO0

  • My cousin Selina, age 2

  • SOCIAL MEDIA

    What is Social Media?

    How did social media change business marketing?

    What is an example of a company who has a good social media strategy? Why is it good?

    What is an example of a company with a bad social media strategy? Why is it bad?

  • THE POWER OF SOCIAL MEDIA

    [and why I love it]

  • The story of tiger bread

  • The exchange began trending on Twitter but

    then died down, before it re-emerged on social

    networks last week.

    "In response to overwhelming customer

    feedback that our tiger bread has more

    resemblance to a giraffe, from today we will be

    changing our tiger bread to giraffe bread and

    seeing how that goes," the supermarket said.

  • SOCIAL MEDIA IS HUGE [or why we should care]

  • Aleem Visram Schulich School of Business

    Canadians, Digitally World Class

    Canadians watching online video

    80%

    Source: 1. Ofcom UK, International Communications Market Report 2010, Dec 2010 2. Ipsos Reid Canadian Inter@ctive Report, Oct 2010 3. eMarketer, Mobile Phone Subscribers and Penetration in Canada, May 2010 4. comScore qSearch Dec 2010 5. com Score Video Metrix, June 2010 6. Ipsos Reid Inter@ctive Reid Report, Q209

    Of Canadian Households have broadband access

    80% Canadian mobile penetration

    (34% smartphone) 76%

    Average Hours per Viewer of online video in one month

    13.5 Searches per month in Canada

    3.7B Mobile internet penetration

    (8% - 3G penetration)

    38%

  • Aleem Visram Schulich School of Business

    Transformation of Consumers is Underway

    YouTube views Justin Bieber Baby: 600M+

    Groupon

    51M subscribers, up 25% YoY

    Farmville 800K virtual tractors sold

    daily

    ebay A mobile purchase every second

    iPhone App store More than 10 billion

    apps downloaded

    Angry Birds 65 million minutes played every

    day on mobile

  • HOW DOES ALL THIS IMPACT BUSINESS, MARKETING, AND MANAGEMENT?

  • Aleem Visram Schulich School of Business

    Hyper Sociality in Business

    Human 1.0 Hyper Sociality

    Autocracy- corporate voice Democracy- equal voice

    Controlled, channelled

    messaging

    Platform of participation and

    connectivity

    1 way communication 3 way communication

    Command and Control Reciprocity & Altruism

    Limited communication Open Communication

    Delayed communication Instant communication,

    reaction & response

    Low trust High trust

    High marketing spending

    and advertising

    Consumer messaging,

    WOM and tribes

    Corporate Behaviour Group Behaviour

    Business control product

    information

    Consumers control product

    information

  • Aleem Visram Schulich School of Business

  • MY BACKGROUND

  • Summer Internship- Pfizer/ Adams

    Breath easy, breath icy http://www.youtube.com/watch?v=jXiogWcSerU

  • Assistant Marketing Manager, American Express

  • Program Manager, AKDN Afghanistan

    http://www.youtube.com/watch?v=btzrjJ9gxAY Start: 1:16

  • Associate Marketing Manager, Kraft Canada

  • Print

    Full page advertorials in H&H, Whats Cooking and Canadian Grocer

    Co-marketing

    Banner specific offers to drive purchases

    Online/Interactive/E-mail

    Banner ads in Canada.com and in Whats Cooking e-mail newsletter.xE-newsletter to Tassimo registrants

    highlighting European SKUs through DTC with free

    S&H offer

    Billboards

    Montreal OOH billboards in targeted

    SVC areas to increase awareness

    Tassimo

    Marketing

    In-store and OOH Demos

    In-store demos in department & grocery

    OOH demos in bridal, home and womens shows

    TV

    Website

    Interactive demos, product info,

    e-shop, reviews and store

    locator tool (with link to

    Mapquest)

    Consumer

    Promotions

    In-store merchandising and

    displays in key stores

    Associate Marketing Manager, Tassimo

    PR

    Launch PR events, Christmas in

    July, Holiday Media Influencer

    Program and BT giveaways

    Ecommerce & Social Media

    First online sales & social media for Kraft Canada ever!

  • Aleem Visram Schulich School of Business

    Marketing Manager, Maxwell House

    http://www.youtube.com/watch?v=dLnvfgXn7EM

    TV

    PRODUCT NEWS/

    INVITATION TO BREW

    SOME GOOD ON THE HOUSE

    SUBWAY FREE RIDES,

    SAMPLING, CELEBRITY,

    MACLEANS MAG. DISTRIBUTION, LIVE

    MEDIA COVERAGE

    KEY MESSAGE:

    Its a better Maxwell House, Its a better

    morningBrew some Good.

    WEBSITE AND

    ONLINE

    GOOD NEWS/ BREW SOME

    GOOD, Youtube and Facebook

    page

    PR

    BREW SOME GOOD NEWS

    SAMPLING

    PRODUCT NEWS/

    BREW SOME

    GOOD

    PRINT

    NEW COFFEE/

    BREW SOME

    GOOD

    BREW SOME GOOD SUPPORT FOR

    HABITAT

    BREW GOODERS FEATURE

  • Yonge & Eglinton Square- TO,

    Berri- Montreal

    Headed to Eglinton

    subway station for a

    regular day of work

    Delighted to be

    greeted by warm

    fresh cup of coffee

    Hears some music and sees

    celebrity busker

    (Chantal Kreviazuk- Toronto /

    France DAmour Montreal)

    Realizes MH is raising

    money for Habitat

    In her way in the

    station, gets a Free

    subway ride On the

    House

    Gets a Free sample of

    Macleanss with MH insertion

    Covering the event

    Live

    On the House snapshot - customer journey

    MAXWELL HOUSE IS BREWING SOME GOOD

    Goes to website

    or social media

    for more info or

    to donate

  • Cough & Cold Category Marketing Manager, Novartis Consumer Health

  • Cough & Cold Category Marketing Manager, Novartis Consumer Health

    Buckleys: http://www.youtube.com/watch?v=TeVQxuTwduI

    Otrivin: http://www.youtube.com/watch?v=RVdrq7cpyJU

  • Aleem Visram Schulich School of Business

    Awareness

    Trial

    Purchase

    Marketing Communication Plan, Tetley Infusions

    TV Online

    PR Print

    Goodlife gyms

    Events In-store demos Merchandising

    Coupons

    Cross Promotions

  • Senior Brand Manager, Tetley Canada

  • Marketing Professor & Assistant Director, Schulich Centre for Teaching Excellence (SCTE)

    Winner of the 2012 Schulich BBA Teaching Excellence Award

    http://www.youtube.com/watch?v=LGEpkaABlxc

  • COURSE OBJECTIVES

    1. Understand what social media is, identify its key characteristics and different types, understand its relationship to other relevant terms.

    2. Demonstrate knowledge about underlying characteristics of social media.

    3. Be familiar with research techniques and methods applied to social media, how these methods work and what types of business and market research questions it can answer.

    4. Apply the rules and guidelines of social media in marketing and organizational communications.

    5. Distinguish between marketing problems to which social media are suited for from those that are not appropriate.

    6. Evaluate social media communications campaigns in terms of their quality and success.

    7. Plan and implement a social media campaign to solve a marketing problem.

  • COURSE TOPICS

    Origins of social media and the online community movement

    Terminology issues: distinguishing between new and traditional media, and between organic and amplified word of mouth

    Cultural and social bases of online community, culture and tribes

    Marketing and organization research methods: online observation, social network analysis and netnography

    Building social media communications into marketing strategy and tactics

    Social Media Metrics: how to measure and track online and offline word of mouth and influence

    Ethical aspects and codes of conduct in the industry

  • COURSE AGENDA

    Week 1: Introduction

    Week 2: Community and Word of Mouth (WOM)

    Week 3: Reputation & Influence- Key Influencers and Ambassadors

    Week 4: Social Media Market Research- Netnography

    Week 5: Market Strategy & Content

    Week 6: Narrative Strategy, Storytelling and TransMedia

    Week 7: Social Networking Sites (SNS) & Microblogs

    Week 8: Reading Week (No Class)

    Week 9: YouTube, User Generated Content (UGC) and Innovation

    Week 10: Mobile Marketing

    Week 11: Measurement & ROI

    Week 12: Social Media Marketing Presentations: Groups 1-5

    Week 13: Social Media Marketing Presentations: Group 6-9, wrap-up

    Week 14: Final grou