Social Media In Advertising and

MarketingDavid Ferreira, John Kushnerick, Isabel Balmir, Melissa

Thompson

“Fifty-five percent of social network users reported they typically keep in

touch by visiting brands’ websites-the top method of staying connected to a

brand.”-@eMarketer (2013) Pg. 89

Basic Terms & Definitions:

● Advertising: paid, one-way, promotional communication in any mass media.

● Social Media: interactive, two-way consumer and brand communication.

● Online Advertising: more about conversations, connections, shared control. Less about passive consumption of packaged content.

Successful Online Advertising gets you

● Earned Exposure: when customers relay positive experiences via

Social Media for reviews and ratings.

○ Examples: Yelp! And Amazon reviews

■ Potential customers also want negative reviews to assess

product risk.

McKinsey Advertising Four Foundations on Social Media:

1. Customer Care: address complaints. Cost per case less than telephone customer care.

2. Risk Management: careful use of filters and disclaimers. Writing posts that have been

planned, reviewed by legal, and what can(cannot) be sent.

3. Content Maximization: leveraging conversation monitoring and content repurposing.

4. Analytics: get ahead of the sentiment of the market, amplify content.

“Native Advertising”: (sponsored content) advertising disguised as journalism. Paid articles that highlight the features of a product/service.

-Examples: Buzzfeed, Forbes, The New Yorker

Advertising and Marketing Theories

Book “Youtility”: instead of marketing for companies, shift to marketing wanted by customers.

Traditional marketing ideas related to this fundamental shift.

- Top-of-Mind Awareness: branding through sustained level of marketing and messaging.

Influence at time of purchase.

- Frame-of-Mind Awareness: reach potential consumers in active buying mode.

- Friend-of-Mind Awareness: brand is considered a “friend” by consumer. Time, attention,

and loyalty competition.

Four P’s (classic) vs ‘SAVE’ model (new)

ProductsPlacePrice

Promotion

SolutionsAccessValue

Education

BRANDING

Branding Branding can be seen as a PR function of “Promoting and protecting the reputation of the corporation.” Branding allows a company to separate themselves from their competitors. It also helps to identify who or what the company is or stands for and what they are not.

During the early days of Facebook, $1.8 out of Facebooks $2 billion in quality revenue was generated by advertising

Top Companies that advertise on Facebook

Promotions, Market Research and Segmentation

Simple Consumer generated media: created without prior request-a simple post with “@company name”

Consumer solicited media: when brands ask the consumer to create the advertisement: Hashtags or likes

Incentivized consumer- generated media: offers prizes for participation

Consumer-Fortified media: when adds spark consumer involvement and conversation

Compensated consumer-generated media: paid blogger and brand influencers

The Best of Both Worlds

Don’t put all your eggs in one basket.

This is one that should be followed when it comes to communications. Advertising, public relations, market research, social media, etc. – they’re all great methods to help you promote your brand. Sure, these tactics can stand-alone, but they do not bring you as much success as when implemented together.

The latest approach encourages brands to use both traditional and modern marketing channels and a variety of tactics to promote and reinforce consistent messages. This method is often referred to as integrated marketing communications (IMC); it is also sometimes called simply convergence. No matter what you want to name it, just know it’s a strategy that works!

ROI (Return on Investment)Most of what we call advertising and marketing is predicated on the goal of converting consumers into customers of products or services.

For businesses, ROI measurement is related to the use of online platforms for generated leads and conversions to sales.

Sweet SpotIf you go on Google and enter a “term” that may be linked to a “keyword”

(Sweet Spot) *Advertiser-dependent

Mostly effective if keywords surface in specific screen locations identified through “eye-tracking patterns”.

Paid search is most effective when it appears at the top of a page or on the left side of it. These are considered hot areas of the screen.

ROI ContinuedROI can be achieved through alignment of social media terms used with advertising and marketing website keywords.

Brand AwarenessCurrent thinking focuses on clear social media benefits: “the new metrics evaluate social media strategies in terms of audience building, brand awareness and customer relations.

A Facebook friends share, for example, is more likely to be seen in news feeds (29-35%) than brand pages.

Fans and likes alone are seen as “feel good” or “vanity measures” that do not reflect meaningful marketing context.

Social Media AwarenessAt the same time, social media has the potential to spark negative sentiment within social network conversations. Conversation monitoring and engagement is crucial in order to avoid missing important moments influence.

Companies need to respond to those consumers and customers using social media to communicate.

Social listening and engagement is a very important strategy for customers service and reputation management, crowdsourcing, collaboration and recruitment.

Social Media

Social Media Cont.By being a part of social media communities while not in an advertising or marketing mode, it is possible to build credibility that may be important to use later.

Due to the rapid growth in social media, it is crucial that companies do not ignore social media because it's one way to reach a large mass of individuals.

Real Time Social MarketingMobile phones position a consumer at a specific location within a specific amount of time. Such as: Swarm, and Facebook.

This gets check ins and access coupons to those who participate.

There are loyalty programs advantages of communication tools by literally reaching out to nearby customers with new offers.

Successes Wendy’s Pretzel Pub Chicken Sandwich

#pretzellove stories- This hashtag brought in a lot of feedback for the company of Wendy’s and other pretzel companies.

This use of social media brought in new customers and engaged the audience.

They used two different commercials to grab their audience's attention.

Wendy’s Pub Chicken Commercial

Failures KFC boneless chicken wings commercial, which then turned into cannibal jokes. It was related to Silence of the Lambs.

There hashtag was #Iatethebones

They were taking a risk by branding what they were selling.

Failures

Lessons“Bottom line social media marketing is developing a program with one eye toward generating leads and sales, whether or not there is an immediate (ROI).” (Baer, 2013)

Companies try to plant seeds with content that take time to blossom with the people they are trying to connect with via social media.

Content for Industries on Social Media Must Have: -Value.

-High quality.

-Unique information.

-Branding built upon role of quality content.

-It develops relationships and a reputation

Characterized by networked production, distribution, and consumption, rational thinking should be essential.

Class Activity2. Twitter3.Youtube4.Instagram5.Pinterest6.LinkedIn

7.Google Plus

1.Facebook

What is the Major difference between Social Media and

Advertising Social Media is the interactive TWO-WAY consumer and brand communication. Whereas advertising is a PAID ONE-WAY promotional communication.