Transcript Document
Chapter 17 Introducing Social Media William F. Arens McGraw-Hill/Irwin Michael F. Weigold Christian Arens Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Overview Explore how social media are changing the way advertisers think about engaging with their audience 17-2 Chapter Objectives Discuss how social media differs from traditional media Explain the various ways social media can be used Discuss how social media have changed consumer’s behavior Explain how to manage social media on behalf of a brand Define the different applications of social media 17-3 Introducing Social Media Facebook Twitter Blogs YouTube 17-4 Social Media Personas 17-5 Advertising $$ Spent on Online Media 17-6 Adoption of Social Media Advertisers are cautious; need to interact carefully with social media Complaints can go viral Likes can go viral 17-7 Social Media’s Penetration by Age Group Over 80% of the global Internet uses social networking 17-8 Top Ten Social Websites and Forums 17-9 Social Trends Social media have become technological interpretation of our own natural behavior Limited ability to imitate complex human behavior Trending—what people are talking about on social media Social mediums can “trade” information based on permissions granted by the user 17-10 Who Uses Social Media? 17-11 Types of Social Media Forums Blogs Data explosion Social networking Microblogs Social bookmarking Wikis RSS 17-12 Effects of Data Explosion Data collection gives marketers a greater understanding of how their audience interacts, shares, likes, dislikes, and feels about their brand Software as a service (SaaS) can help marketers harness this information Tweetdeck allows users to follow multiple topics at once and for marketers to follow the conversations 17-13 Managing Social Media •80% planning Traditional •20% execution Media Social Media •20% planning •80% execution 17-14 Managing Social Media Web site—an owned property Companies post on social media for free Companies employ or outsource social media page maintenance 17-15 Managing Social Media Danger of boring or overwhelming the audience or over tweeting Software can help control a company’s social presence Listening tools help manage fragmentation 17-16 Building Social Authority Transparency and authenticity Value beyond pricing Connect brand to customer’s heart, an emotional response Pepsi remains authentic by using social media for good causes 17-17 Building Social Authority Two way brand communication Instantaneous feedback mechanism Amplifies word of mouth (WOM) and makes it measurable Factors influencing consumers to try local business 17-18 Customer Service in Social Media Immediate customer response Customers help each other in product forums • Helps company’s customer service department 17-19 Social Media by the Numbers Amount Activity 210 billion Emails sent daily 3 million Images uploaded to Flickr daily $145 million Daily mobile services revenue 700,000 New Facebook members daily 45 million Facebook status updates daily 5 million Tweets posted daily 900,000 Daily blog postings 17-20 How Social Media Transforms Business Dollars transferred from traditional media to social media Ad agencies increase ad placement on social media Employees staff social media sites Social media influences purchases Increases customers, increases revenue Social media users Follow brands Search for jobs Companies use social media as a marketing channel 17-21 Common Uses of Social Media Blogs Brand monitoring, social listening Remarketing and MROCs Customer Service Social ads Crowd sourcing Entertainment Games and gamification Reviews and opinions 17-22