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Transcript of Social Media1
Social Media RESHAPING SOCIAL NETWORKS AND INTERACTIONS IN ADVERTISING
Internet and SMN TimelineCompuServe
offers dial-up to the US public
1969
First Email
Delivered
1971
•Bulletin Board
System Develope
d •Trolling/
Flame Wars
1978
Tim Berners-
Lee develops what we
now as the WWW
1989
WWW tech
donated to the World
1993
• Web has 1M sites
• Blogging begins
• AOL IM• Blackboard founded
1997
Google opens
1998
• Internet Bubble Burst
• 70M Computers connected to internet
2000
• Friendster opens in US and attains 3M users in 3 Months
• AO-34M mem
200
2
• MySpace, LinkedIn, iTunes Launched
• 3B Web Pages
2003
Facebook, Flickr, Digg
launched
2004
• YouTube Launched
• MySpace Purchased by News Corp
2005
• Twitter launched
• Google – 25B WP, 400M Q, 1.3B IM
2006
• Microsoft buys stake in FB
• Beacon Advertising System, Shut down in 2009
2007
• Facebook 200M, double that of MS
• Google counts 1T URLS
2009
• iPad tablet launched
•FB 400M users
2010
• Social Media Accessible ANYWHERE
• FB 550M, 65M T a day, 2B YT Views
2011
• IoE expands to TV’s, GC, eR
• Advertisers look to social “likes to enhance brand visibility
• FB 1B Users
2012
• YT 1B Users, 4B Views/day
• FB 1.11B Users
• Twitter 500M
• Apple – 50B DL Apps
• LI 225M• Pinterest
48.7M • G+ 343M• Yahoo buys
Tumblr• Social Media
Adverticing in US stood at $6.2B
2013
• 85% of the 7.1B World Population using the internet
• 25% of WP use SM
• FB 10 YO, 1.28B Users
• SM used for Customer service
• Millions have friended a brand
2014
Internet of Everything The Internet of Things
The Internet of Everything Computers, Tablets, Phablets, Phones,
Music Systems, TV, Car, Coffee maker, speakers, Home Security, Google Glass
The Internet of Things 7.6 billion people on the planet vs 50
billion internet things by 2020
Warren Buffet pushing for World Wide Wi-Fi thru GoWex and Smart Cities Free Wi-Fi City wide, making money from
direct advertising
Marketing History
Asymmetrical: one way communication Businesses select the message they want to convey and the media
that hey want to use to spread that message. Only way to check for responsiveness is through surveys, focus
groups and voluntary feedback from consumers.
SMN Changes to 2 way Communication Consumers can Like, Tweet, Post and Hashtag about brands and
products Viral advertising
Advertising Dollars
Brand loyalty 11% of all advertising dollars are being spent on Social Network
Advertising campaigns Include :Banners, Brand Profiles, Shared Content (Example: quizzes, games,
articles)
Very small piece of advertising Like still do not equate to $ and returns cannot be measured,
Uncontrollable medium, uncontrollable message
Because of this advertisers are hesitant
What is Social Media, Really?
Social Media Any platform that allows you
to share content to others; whether publically, privately, anonymously. Facebook, SnapChat, Twitter,
Spotify, Tumblr, Google+, Whisper
Social Network Connect to People each other
share media
Brand Loyalty Through Self-disclosure
Research suggest that interacting with the brand causes an affinity for the brand Can be achieved through self disclosure, quizzes and games
Estee Lauder Example
Using interpersonal relationship theory As long as the relationship maintains a personal feel to it
Interpersonal communication theory The more a users discloses the higher the affinity for the brand or campaign
Cultivating Brand Relationships
Through interactivity, a brand will also cultivate the relationship between the consumer and the brand The relationship must be groomed and content should engage the
consumer Personifying the brand the relationship grows allowing for a
deeper sense of brand loyalty. Constant contact on meaningful days can also help maintain the
relationship.
Tie Strength
Used to define relationships in a SNS Between users, but can transcend to consumers and brands
Between users Can see each others activity
Example: User A likes Downy, User B more pressured to like Downy on SNS
User A has now endorsed Downy, depending on tie strength User B more inclined towards Downy
Information is shared from brand to User A, who then shares with their connections
Power of the Hashtag ###
Hashtags aide in visibility, and message transmission of a brand campaign
Can help identify the effectiveness of a brand campaign Can be organic or brand created
Organic – added by users who share brand campaign Is the message being viewed, positively, neutral, or negative
Research shows that positive tagging on a weaker brand can lead to unanticipated sales growth and higher stock potentials
Advice for Practitioners
First Step Choose a Social Media most appropriate for the business or brand
Match target demographic Example:
SoundCloud, Spotify, Twitter for a DJ,
Pinterest, Instagram for Photographer
Dogster, Catster for Pet Services
Facebook for EVERYTHING
Dashboards exist to allow for multiple sites at once
Advice
Second Step Build a Strong Profile
Add mission of the brand
All relevant information of the business or brand
Display Unique Hashtag Identify key features and attributes that will define the brand by choosing
a unique hashtag that will allow users to “discover” content shared by brand but also remind users of the brand.
Advice
Third Step Gaining Follower
Preferred Client emailing list
Follow campaign with discount
Follow users of a competitor
Follow users of a compatible good
Advice
Fourth Step Post, Post, Post
Content should deliver the messages that the brand wants to get across
Pictures of the product or specials running
Allows users to share, discuss and interact with the brand
Interaction builds brand loyalty
Unleash the Power of the Hashtag Use hashtags to allow visibility, searchability
Advice
Step Five INTERACT!
Comment back, reply, Retweet, reblog Like Consumers’ post
Be present in the conversation and monitor attitudes
Many Companies now using this as another inexpensive customer service channel
Conclusion
Likes and Hashtags cannot be used to equate actual profits SM Presence or absence does not seem to affect larger brands Small to Medium Grass Roots efforts to promote brand recognition
and loyalty can benefit the most from SMN Likes, tags and post Evolves very rapidly! Very Fad/Trend Driven Big Data – So much information, crashed my Surface and a
computer at school, Twitter donating $1M to MIT to continue search with Tweets
Q & A