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 UniversityNicholas.Bowman@mail.wvu.edu@bowmanspartan

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