Social Media Advertising (WVU Guest Talk )
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What can be social about capitalism?: Using social media to reach new markets ADV Guest Lecture, G21 Ming Hsheh 3 November 2011 Nicholas David Bowman, Ph.D. Social Media and Advertising *All images linked to original sources; don’t steal intellectual property!
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On 3 November 2011, Dr. Nick Bowman (Communication Studies, West Virginia University) delivered a short talk to introductory marketing and advertising majors at WVU about the role of social media in marketing and advertising. He spoke on the importance of pairing goals with platforms and implored students to think of the power of conversation and collaboration in today's media environment.
Transcript of Social Media Advertising (WVU Guest Talk )
What can be social about capitalism?:Using social media to reach new markets
ADV Guest Lecture, G21 Ming Hsheh3 November 2011
Nicholas David Bowman, Ph.D.
Social Media and Advertising
*All images linked to original sources; don’t steal intellectual property!
Overview
• What is social media?• Goals of social media campaigns• Conversations via social media• General questions• Suggested readings
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WHAT IS SOCIAL MEDIA?ADV Guest Lecture
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Social Media and Advertising
What is social media (really?)
• Kaplan & Haenlein (2010)– a group of Internet-based applications that build
on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."
• We can also think of it as people and their connections (THOUGHT: Which is more important?)
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What is social media (really?)
• “a group of Internet-based applications…• ….that build on the ideological and technological
foundations of Web 2.0…• …and that allow the creation and exchange of user-
generated content."
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What is social media (really?)
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What is social media (really?)
• “a group of Internet-based applications…• ….that build on the ideological and technological
foundations of Web 2.0…• …and that allow the creation and exchange of user-
generated content."
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What is social media (really?)
• What is Web 2.0? Ask O’Reilly (2005)
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What is social media (really?)
• “a group of Internet-based applications…• ….that build on the ideological and technological
foundations of Web 2.0…• …and that allow the creation and exchange of user-
generated content."
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GOALS OF SOCIAL MEDIAADV Guest Lecture
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Social Media and Advertising
Goals
• Content, not (necessarily) sales
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Kietzmann et al. (2011)
Goals
• Different platforms, different goals?
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CONVERSATIONS VIA SOCIAL MEDIAADV Guest Lecture
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Social Media and Advertising
1. Communication2. Collaboration3. Education4. Entertainment
All geared at supporting CONVERSATON
“Four Pillars” of Social Media
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Conversation Profits?
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“Entertain your audience, and have them invite their friends” ~Safko & Brake
“Entertain your audience, and have them invite their friends” ~Safko & Brake
An added bonus? •Revenues came in the form of product sales and ad sales on the videos themselves!
Lead the Conversation
• An often-overlooked role of marketing and advertising is that of education
• Using social media can boost your reputation as an industry leader; a ‘go-to’ person in the larger conversation
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Conversations = Relationships
• In communication studies, we think of a relationship as:1. Does the person interact with you?2. Do they have idiosyncratic knowledge about
you?3. Do they modify their communication behavior
(i.e. messages) based on what he/she/it(?) knows about you?
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Can the conversations lead you?• Conversations are not controlled, they
are guided…• …but sometimes your community
might know the way better that you do!
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Social Media Strategy
• Before you start a social media campaign:1. What is your ultimate
goal?2. Do you trust your
audience?3. Do you trust yourself?4. Can you handle the
conversation?
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GENERAL QUESTIONSADV Guest Lecture
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Social Media Clutter!?!
• Ad clutter has always been a problem in digital advertising…
• …but early reports suggest social media to be no worse
• What about the ethics of AAAA
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Take-Home Message
• Social media is ubiquitous – ~ 15% of world on Facebook (still gaps, of course)
• Social media is Web 2.0– Create and collaborate; converse
• Goals Platform Campaign Goals
Can you handle the conversation? Can you handle the conversation?
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Take-Home Message
• Short lecture, so for information:Nicholas David Bowman, Ph.D.Assistant Professor, Communication StudiesWest Virginia [email protected]@bowmanspartan
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