Chapter 5 Social Media in Advertising and Marketing
The Dream Team: Avel, Estefani, Kyara, Shantal
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
Advertising & Marketing Theories continued...
●Marketing Mix… Four P’s
- Product
- Place
- Price
- Promotion
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
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
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
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.
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.
Social Media Strategic Planning
Four businesses considerations...
1. Value creation
2. Sources of competency
3. Target market
4. Revenue
Awareness and engagement
Search engine optimization (SEO)
Return on Investment (ROI)
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.
Search engine optimization (SEO)● Google● Youtube
● Bing
Cost of Ignoring (COI)
“Measure of social shyness”
Customer service, reputation management, crowdsourcing, collaboration, and recruitment
Customer loyalty, manage negative sentiment, credibility
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.
Successes: Real-time Social Marketing
#PretzelLoveStories
2,000 shares
12,000 likes
Failures: Real-time Social Marketing
#Iatethebones
Hyundai Clean Emissions
#Mcdstories
#Aurora
Kitchen Aid Obama Joke
Gap’s insensitive acknowledgement of Hurricane Sandy