SlideShare a Scribd company logo
1 of 48
SOCIAL MEDIA
MARKETING
© 2014 Berlin Asong. All rights reserved. 2
Learning Objective
I. Analyse the growing importance of social media marketing.
© 2014 Berlin Asong. All rights reserved. 3
Explain the factors that are driving the trend towards social
media marketing.
Evaluate the value of social media marketing for organisations.
1
2
At the end of this session, you will be able to…
© 2014 Berlin Asong. All rights reserved. 4
Which online social networking sites
or apps do you use nowadays?
5minutes
© 2014 Berlin Asong. All rights reserved.
Online Social Networking Sites I Use Nowadays
5
© 2014 Berlin Asong. All rights reserved. 6
© 2014 Berlin Asong. All rights reserved. 7
Think about your favourite online social
networking site or app; what do you use it for?
5minutes
© 2014 Berlin Asong. All rights reserved.
Activities I Engage in on my Favourite OSN Site/App
8
© 2014 Berlin Asong. All rights reserved. 9
Let’s tidy all what we’ve written down into a framework of what
the consumer does on online social networking sites, using the….
© 2014 Berlin Asong. All rights reserved. 10
Need Recognition
Information Search
Evaluate Alternatives
Purchase
Consumption
Post-purchase
Evaluation
TheConsumerBuyingProcess
© 2014 Berlin Asong. All rights reserved. 11
Need Recognition
Information Search
Evaluate Alternatives
Purchase
Consumption
Post-purchase
Evaluation
Discovering
Searching
Comparing
Buying
Showing
Reviewing
© 2014 Berlin Asong. All rights reserved. 12
Discovering
Searching
Comparing
Buying
Showing
Reviewing
The consumer is performing these
activities on social media, right now.
© 2014 Berlin Asong. All rights reserved. 13
?SOCIAL MEDIA
© 2014 Berlin Asong. All rights reserved. 14
Social media are online platforms that allow users to
interact, to share content, and to create content collectively.
Schoen et al. (2013), “The Power of Prediction with Social Media”. Journal of Internet Research, vol. 23, no. 5, p. 531
© 2014 Berlin Asong. All rights reserved. 15
Social media
© 2014 Berlin Asong. All rights reserved. 16
?SOCIAL MEDIA
MARKETING
© 2014 Berlin Asong. All rights reserved. 17
Social media marketing is a system that allows marketers
to engage, collaborate, interact, and harness collective
intelligence crowd-sourcing for marketing purposes.
Chikandiwa, S. T., Contogiannis, E. and Jembere, E. (2013), “The Adoption Of Social Media
Marketing In South African Banks”. European Business Review, vol. 25, no. 4, p. 366
“
”
— Definition 1 —
© 2014 Berlin Asong. All rights reserved. 18
Social media marketing is the process of marketing a product,
service or brand through consumer and organisational dialogue,
using online platforms (e.g. Facebook, Twitter, YouTube) and tools.
— Definition 2 —
Adapted from Campbell, C., Ferraro, C. and Sands, S. (2014), “Segmenting Consumer Reactions To
Social Network Marketing”. European Journal of Marketing, vol. 48, issue. 3/4, p. 433
© 2014 Berlin Asong. All rights reserved. 19
Social media [marketing] is a
fundamentally new type of marketing….
Source: IBM, 2014
“
”
© 2014 Berlin Asong. All rights reserved. 20
Source: mediabistro.com, 2013
© 2014 Berlin Asong. All rights reserved. 21
What factors are driving the trend
towards social media marketing?
20minutes
© 2014 Berlin Asong. All rights reserved.
Factors Driving the Rise of Social Media Marketing?
22
© 2014 Berlin Asong. All rights reserved. 23
Many factors have been advanced as to why organisations
are embracing social media marketing. Let’s examine a few.
© 2014 Berlin Asong. All rights reserved. 24
Social media is popular among consumers. Many consumers
are spending more time on social media than traditional media.
1
© 2014 Berlin Asong. All rights reserved. 25
Source: Search Engine Journal, 2013
© 2014 Berlin Asong. All rights reserved. 26
Source: Digital Insights 2014
© 2014 Berlin Asong. All rights reserved. 27
Source: Digital Insights 2014
© 2014 Berlin Asong. All rights reserved. 28
Need Recognition
Information Search
Evaluate Alternatives
Purchase
Consumption
Post-purchase
Evaluation
What is the consumer doing on social media?2
Discovering
Searching
Comparing
Buying
Showing
Reviewing
© 2014 Berlin Asong. All rights reserved. 29
Social media is enabling marketers to understand
and interact with customers, easily and faster.
3
© 2014 Berlin Asong. All rights reserved. 30
Social media marketing is relatively less expensive.
4
© 2014 Berlin Asong. All rights reserved. 31
Rapid adoption of social media.
Explosion of mobile devices.
High consumer engagement on mobile devices.
Line between offline & online marketing is blurring.
Low cost of social media.
Etc.
Drivers of Social Media Marketing
© 2014 Berlin Asong. All rights reserved. 32
Some have said social media marketing is a “passing
fad”. Prepare a counter argument, explaining what social
media marketing can accomplish for organisations.
20minutes
© 2014 Berlin Asong. All rights reserved. 33
Branding: awareness | excitement
1
© 2014 Berlin Asong. All rights reserved. 34
Monitoring: consumer sentiments in real-time
2
Market research
© 2014 Berlin Asong. All rights reserved. 35
Click slide to monitor real-time public
sentiments towards UK party leaders based on
twitter feeds. Internet connection is required.
Source: Kantar, 2014
© 2014 Berlin Asong. All rights reserved. 36
You can’t really tell who paid attention to that television
ad, but you can tell who watched your YouTube ad all
the way through, and who liked it, and shared it.
Source: Tara Hunt, 2013
“
”
© 2014 Berlin Asong. All rights reserved. 37
Responding: customer queries | blunders
3
© 2014 Berlin Asong. All rights reserved. 38
G.M. uses social media to manage
customers and its reputation affected
by car ignition problem.
© 2014 Berlin Asong. All rights reserved. 39
Amplifying: existing marketing campaign.
4
© 2014 Berlin Asong. All rights reserved. 40
Buzz: excite customers & prospects
to keep talking about your brand.
5
© 2014 Berlin Asong. All rights reserved. 41
Nike’s Risk Everything campaign was the most viewed commercial on the internet, during the
2014 FIFA World Cup tournament in Brazil. Over Twenty-three million people have liked,
retweeted or commented on The Last Game sequel, making it one of Facebook's most shared
posts ever.— Source: Nike, 2014
Picturesource:nike.com
© 2014 Berlin Asong. All rights reserved. 42
Tesco recently introduced a scheme called “the Orchard”, aimed at
creating online buzz about its new product ranges.
© 2014 Berlin Asong. All rights reserved. 43
© 2014 Berlin Asong. All rights reserved. 44
Crowdsourcing: tap customers and prospects
for new product ideas, advice, etc.
6
© 2014 Berlin Asong. All rights reserved. 45
Starbucks white cup contest, requesting customers and prospects to decorate a Starbucks cup
with customised art. Then take a picture of it and submit their entry on social media using the
#WhiteCupContest. The winner’s design would be used for a limited edition Starbucks reusable
plastic cup.
© 2014 Berlin Asong. All rights reserved. 46
Sales: drive online and offline retail sales.
7
© 2014 Berlin Asong. All rights reserved. 47
Branding.
Monitoring.
Responding.
Amplifying.
Buzz.
Crowd sourcing.
Sales.
Goals of Social Media Marketing
Adapted from McKinsey Quarterly, 2012
© 2014 Berlin Asong. All rights reserved. 48
Is “social media marketing” same
as “social media advertising”?

More Related Content

What's hot

Social media marketing
Social media marketingSocial media marketing
Social media marketingmadclubvgsom
 
Digital Marketing Channels PowerPoint Presentation Slides
Digital Marketing Channels PowerPoint Presentation SlidesDigital Marketing Channels PowerPoint Presentation Slides
Digital Marketing Channels PowerPoint Presentation SlidesSlideTeam
 
Digital Marketing Strategy on a Budget
Digital Marketing Strategy on a BudgetDigital Marketing Strategy on a Budget
Digital Marketing Strategy on a Budgetleadsdubai
 
Social media strategy
Social media strategySocial media strategy
Social media strategyAnna Dosev
 
Digital Marketing workshop ppt
Digital Marketing workshop pptDigital Marketing workshop ppt
Digital Marketing workshop pptPankaj Solanki
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media StrategyVishal Sharma
 
Creating A Social Media Marketing Plan
Creating A Social Media Marketing PlanCreating A Social Media Marketing Plan
Creating A Social Media Marketing PlanCory Williamson
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategywhittem3
 
Proposal for social media marketing 2 2
Proposal for social media marketing 2 2Proposal for social media marketing 2 2
Proposal for social media marketing 2 2SM DESIGN CONSULTANT
 
Real estate Industry Digital Marketing
Real estate Industry Digital MarketingReal estate Industry Digital Marketing
Real estate Industry Digital MarketingNaynish Ladkat
 
Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing CommunicationsChris Huebner
 
Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital MarketingDigital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital MarketingInfidirect
 
Digital Marketing Strategy
Digital Marketing Strategy Digital Marketing Strategy
Digital Marketing Strategy Sabareesan A
 
Digital marketing plan
Digital marketing plan Digital marketing plan
Digital marketing plan Vanessa Baires
 
Digital Marketing Trends for 2023
Digital Marketing Trends for 2023Digital Marketing Trends for 2023
Digital Marketing Trends for 2023Vbout.com
 
Benefits of social media marketing
Benefits of social media marketingBenefits of social media marketing
Benefits of social media marketinglilgegham
 

What's hot (20)

Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Digital Marketing Channels PowerPoint Presentation Slides
Digital Marketing Channels PowerPoint Presentation SlidesDigital Marketing Channels PowerPoint Presentation Slides
Digital Marketing Channels PowerPoint Presentation Slides
 
Digital Marketing Strategy on a Budget
Digital Marketing Strategy on a BudgetDigital Marketing Strategy on a Budget
Digital Marketing Strategy on a Budget
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Digital Marketing workshop ppt
Digital Marketing workshop pptDigital Marketing workshop ppt
Digital Marketing workshop ppt
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
Chap10 Media Planning And Strategy
Chap10 Media Planning And StrategyChap10 Media Planning And Strategy
Chap10 Media Planning And Strategy
 
Digital Marketing Tools
Digital Marketing ToolsDigital Marketing Tools
Digital Marketing Tools
 
Creating A Social Media Marketing Plan
Creating A Social Media Marketing PlanCreating A Social Media Marketing Plan
Creating A Social Media Marketing Plan
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
Proposal for social media marketing 2 2
Proposal for social media marketing 2 2Proposal for social media marketing 2 2
Proposal for social media marketing 2 2
 
Real estate Industry Digital Marketing
Real estate Industry Digital MarketingReal estate Industry Digital Marketing
Real estate Industry Digital Marketing
 
Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing Communications
 
Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital MarketingDigital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing
 
Digital Marketing Strategy
Digital Marketing Strategy Digital Marketing Strategy
Digital Marketing Strategy
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
Digital marketing plan
Digital marketing plan Digital marketing plan
Digital marketing plan
 
Digital Marketing Trends for 2023
Digital Marketing Trends for 2023Digital Marketing Trends for 2023
Digital Marketing Trends for 2023
 
Digital marketing presentation
Digital marketing presentationDigital marketing presentation
Digital marketing presentation
 
Benefits of social media marketing
Benefits of social media marketingBenefits of social media marketing
Benefits of social media marketing
 

Viewers also liked (20)

Measuring Customer Satisfaction
Measuring Customer SatisfactionMeasuring Customer Satisfaction
Measuring Customer Satisfaction
 
Planning
PlanningPlanning
Planning
 
Responsible Marketing
Responsible MarketingResponsible Marketing
Responsible Marketing
 
Strategic Planning
Strategic PlanningStrategic Planning
Strategic Planning
 
Introduction to Strategy
Introduction to StrategyIntroduction to Strategy
Introduction to Strategy
 
The Individual
The IndividualThe Individual
The Individual
 
Leading
LeadingLeading
Leading
 
Product Packaging
Product PackagingProduct Packaging
Product Packaging
 
Product Innovation
Product InnovationProduct Innovation
Product Innovation
 
Extended Marketing Mix
Extended Marketing MixExtended Marketing Mix
Extended Marketing Mix
 
Business Environment
Business EnvironmentBusiness Environment
Business Environment
 
Creative Advertising
Creative AdvertisingCreative Advertising
Creative Advertising
 
Strategy Execution
Strategy ExecutionStrategy Execution
Strategy Execution
 
Growth strategies
Growth strategiesGrowth strategies
Growth strategies
 
Organisational Culture
Organisational CultureOrganisational Culture
Organisational Culture
 
Ejecución Estratégica
Ejecución EstratégicaEjecución Estratégica
Ejecución Estratégica
 
Product management (2013)
Product management (2013)Product management (2013)
Product management (2013)
 
Product Management
Product ManagementProduct Management
Product Management
 
Marketing Communications
Marketing CommunicationsMarketing Communications
Marketing Communications
 
1. Così adesso sei un Product Manager?
1. Così adesso sei un Product Manager?1. Così adesso sei un Product Manager?
1. Così adesso sei un Product Manager?
 

Similar to Social Media Marketing

Marketing final version
Marketing final versionMarketing final version
Marketing final versionAnkit Agarwal
 
The current state of the social media management ecosystem - Benchmark by EBG...
The current state of the social media management ecosystem - Benchmark by EBG...The current state of the social media management ecosystem - Benchmark by EBG...
The current state of the social media management ecosystem - Benchmark by EBG...EBG
 
Social_Media_Optimization
Social_Media_OptimizationSocial_Media_Optimization
Social_Media_Optimizationsfghh
 
Impact of Covid 19 Pandemic on Digital Marketing – A Review
Impact of Covid 19 Pandemic on Digital Marketing – A ReviewImpact of Covid 19 Pandemic on Digital Marketing – A Review
Impact of Covid 19 Pandemic on Digital Marketing – A Reviewijtsrd
 
Chapter 18 Social Media and Marketing 2014
Chapter 18 Social Media and Marketing 2014Chapter 18 Social Media and Marketing 2014
Chapter 18 Social Media and Marketing 2014Earlene McNair
 
Social Technology Quarterly Issue 09
Social Technology Quarterly Issue 09Social Technology Quarterly Issue 09
Social Technology Quarterly Issue 09Kuliza Technologies
 
Lecture_two_Digital_marketing.pptx
Lecture_two_Digital_marketing.pptxLecture_two_Digital_marketing.pptx
Lecture_two_Digital_marketing.pptxAmanyaLaban
 
Digital marketing for startups 2015
Digital marketing for startups 2015Digital marketing for startups 2015
Digital marketing for startups 2015Socialab
 
Digital pr case studies
 Digital pr case studies Digital pr case studies
Digital pr case studiesMarketers 24x7
 
Unconventional Marketing
Unconventional MarketingUnconventional Marketing
Unconventional Marketinghumtum09rs
 
Digital marketing- Part 1
Digital marketing- Part 1Digital marketing- Part 1
Digital marketing- Part 1Humsi Singh
 
$&Digital$%$Marketing$%@full_coursesg$.ppt
$&Digital$%$Marketing$%@full_coursesg$.ppt$&Digital$%$Marketing$%@full_coursesg$.ppt
$&Digital$%$Marketing$%@full_coursesg$.pptAshish Chaudhary
 
Planbook (No bleeds, good for your portfolios)
Planbook (No bleeds, good for your portfolios) Planbook (No bleeds, good for your portfolios)
Planbook (No bleeds, good for your portfolios) Bridget Goodwin
 
A study on role of social media marketing in promotion of products and services
A study on role of social media marketing in promotion of products and servicesA study on role of social media marketing in promotion of products and services
A study on role of social media marketing in promotion of products and servicesPriyansh Kesarwani
 
A project report on Social Media Marketing
A project report on Social Media MarketingA project report on Social Media Marketing
A project report on Social Media MarketingSafder Mak
 

Similar to Social Media Marketing (20)

project
 project project
project
 
Marketing final version
Marketing final versionMarketing final version
Marketing final version
 
The current state of the social media management ecosystem - Benchmark by EBG...
The current state of the social media management ecosystem - Benchmark by EBG...The current state of the social media management ecosystem - Benchmark by EBG...
The current state of the social media management ecosystem - Benchmark by EBG...
 
Social_Media_Optimization
Social_Media_OptimizationSocial_Media_Optimization
Social_Media_Optimization
 
Impact of Covid 19 Pandemic on Digital Marketing – A Review
Impact of Covid 19 Pandemic on Digital Marketing – A ReviewImpact of Covid 19 Pandemic on Digital Marketing – A Review
Impact of Covid 19 Pandemic on Digital Marketing – A Review
 
Chapter 18 Social Media and Marketing 2014
Chapter 18 Social Media and Marketing 2014Chapter 18 Social Media and Marketing 2014
Chapter 18 Social Media and Marketing 2014
 
DIGITAL MARKETING
DIGITAL MARKETINGDIGITAL MARKETING
DIGITAL MARKETING
 
Social Technology Quarterly Issue 09
Social Technology Quarterly Issue 09Social Technology Quarterly Issue 09
Social Technology Quarterly Issue 09
 
Lecture_two_Digital_marketing.pptx
Lecture_two_Digital_marketing.pptxLecture_two_Digital_marketing.pptx
Lecture_two_Digital_marketing.pptx
 
Digital marketing for startups 2015
Digital marketing for startups 2015Digital marketing for startups 2015
Digital marketing for startups 2015
 
Surrogate advertisement
Surrogate advertisementSurrogate advertisement
Surrogate advertisement
 
Digital pr case studies
 Digital pr case studies Digital pr case studies
Digital pr case studies
 
Unconventional Marketing
Unconventional MarketingUnconventional Marketing
Unconventional Marketing
 
Digital marketing- Part 1
Digital marketing- Part 1Digital marketing- Part 1
Digital marketing- Part 1
 
Digital Marketing.ppt
Digital Marketing.pptDigital Marketing.ppt
Digital Marketing.ppt
 
$&Digital$%$Marketing$%@full_coursesg$.ppt
$&Digital$%$Marketing$%@full_coursesg$.ppt$&Digital$%$Marketing$%@full_coursesg$.ppt
$&Digital$%$Marketing$%@full_coursesg$.ppt
 
Planbook (No bleeds, good for your portfolios)
Planbook (No bleeds, good for your portfolios) Planbook (No bleeds, good for your portfolios)
Planbook (No bleeds, good for your portfolios)
 
A study on role of social media marketing in promotion of products and services
A study on role of social media marketing in promotion of products and servicesA study on role of social media marketing in promotion of products and services
A study on role of social media marketing in promotion of products and services
 
A project report on Social Media Marketing
A project report on Social Media MarketingA project report on Social Media Marketing
A project report on Social Media Marketing
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
 

More from Teaching Excellence

More from Teaching Excellence (7)

Globalization
GlobalizationGlobalization
Globalization
 
Branding
BrandingBranding
Branding
 
McDonald's Corp. 2009
McDonald's Corp. 2009McDonald's Corp. 2009
McDonald's Corp. 2009
 
Business Ethics Final
Business Ethics FinalBusiness Ethics Final
Business Ethics Final
 
Work Contracts
Work ContractsWork Contracts
Work Contracts
 
Socially Responsible Marketing
Socially Responsible MarketingSocially Responsible Marketing
Socially Responsible Marketing
 
Management Lessons From The Symphony Orchestra
Management Lessons From The Symphony OrchestraManagement Lessons From The Symphony Orchestra
Management Lessons From The Symphony Orchestra
 

Recently uploaded

Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 

Recently uploaded (20)

Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 

Social Media Marketing

  • 2. © 2014 Berlin Asong. All rights reserved. 2 Learning Objective I. Analyse the growing importance of social media marketing.
  • 3. © 2014 Berlin Asong. All rights reserved. 3 Explain the factors that are driving the trend towards social media marketing. Evaluate the value of social media marketing for organisations. 1 2 At the end of this session, you will be able to…
  • 4. © 2014 Berlin Asong. All rights reserved. 4 Which online social networking sites or apps do you use nowadays? 5minutes
  • 5. © 2014 Berlin Asong. All rights reserved. Online Social Networking Sites I Use Nowadays 5
  • 6. © 2014 Berlin Asong. All rights reserved. 6
  • 7. © 2014 Berlin Asong. All rights reserved. 7 Think about your favourite online social networking site or app; what do you use it for? 5minutes
  • 8. © 2014 Berlin Asong. All rights reserved. Activities I Engage in on my Favourite OSN Site/App 8
  • 9. © 2014 Berlin Asong. All rights reserved. 9 Let’s tidy all what we’ve written down into a framework of what the consumer does on online social networking sites, using the….
  • 10. © 2014 Berlin Asong. All rights reserved. 10 Need Recognition Information Search Evaluate Alternatives Purchase Consumption Post-purchase Evaluation TheConsumerBuyingProcess
  • 11. © 2014 Berlin Asong. All rights reserved. 11 Need Recognition Information Search Evaluate Alternatives Purchase Consumption Post-purchase Evaluation Discovering Searching Comparing Buying Showing Reviewing
  • 12. © 2014 Berlin Asong. All rights reserved. 12 Discovering Searching Comparing Buying Showing Reviewing The consumer is performing these activities on social media, right now.
  • 13. © 2014 Berlin Asong. All rights reserved. 13 ?SOCIAL MEDIA
  • 14. © 2014 Berlin Asong. All rights reserved. 14 Social media are online platforms that allow users to interact, to share content, and to create content collectively. Schoen et al. (2013), “The Power of Prediction with Social Media”. Journal of Internet Research, vol. 23, no. 5, p. 531
  • 15. © 2014 Berlin Asong. All rights reserved. 15 Social media
  • 16. © 2014 Berlin Asong. All rights reserved. 16 ?SOCIAL MEDIA MARKETING
  • 17. © 2014 Berlin Asong. All rights reserved. 17 Social media marketing is a system that allows marketers to engage, collaborate, interact, and harness collective intelligence crowd-sourcing for marketing purposes. Chikandiwa, S. T., Contogiannis, E. and Jembere, E. (2013), “The Adoption Of Social Media Marketing In South African Banks”. European Business Review, vol. 25, no. 4, p. 366 “ ” — Definition 1 —
  • 18. © 2014 Berlin Asong. All rights reserved. 18 Social media marketing is the process of marketing a product, service or brand through consumer and organisational dialogue, using online platforms (e.g. Facebook, Twitter, YouTube) and tools. — Definition 2 — Adapted from Campbell, C., Ferraro, C. and Sands, S. (2014), “Segmenting Consumer Reactions To Social Network Marketing”. European Journal of Marketing, vol. 48, issue. 3/4, p. 433
  • 19. © 2014 Berlin Asong. All rights reserved. 19 Social media [marketing] is a fundamentally new type of marketing…. Source: IBM, 2014 “ ”
  • 20. © 2014 Berlin Asong. All rights reserved. 20 Source: mediabistro.com, 2013
  • 21. © 2014 Berlin Asong. All rights reserved. 21 What factors are driving the trend towards social media marketing? 20minutes
  • 22. © 2014 Berlin Asong. All rights reserved. Factors Driving the Rise of Social Media Marketing? 22
  • 23. © 2014 Berlin Asong. All rights reserved. 23 Many factors have been advanced as to why organisations are embracing social media marketing. Let’s examine a few.
  • 24. © 2014 Berlin Asong. All rights reserved. 24 Social media is popular among consumers. Many consumers are spending more time on social media than traditional media. 1
  • 25. © 2014 Berlin Asong. All rights reserved. 25 Source: Search Engine Journal, 2013
  • 26. © 2014 Berlin Asong. All rights reserved. 26 Source: Digital Insights 2014
  • 27. © 2014 Berlin Asong. All rights reserved. 27 Source: Digital Insights 2014
  • 28. © 2014 Berlin Asong. All rights reserved. 28 Need Recognition Information Search Evaluate Alternatives Purchase Consumption Post-purchase Evaluation What is the consumer doing on social media?2 Discovering Searching Comparing Buying Showing Reviewing
  • 29. © 2014 Berlin Asong. All rights reserved. 29 Social media is enabling marketers to understand and interact with customers, easily and faster. 3
  • 30. © 2014 Berlin Asong. All rights reserved. 30 Social media marketing is relatively less expensive. 4
  • 31. © 2014 Berlin Asong. All rights reserved. 31 Rapid adoption of social media. Explosion of mobile devices. High consumer engagement on mobile devices. Line between offline & online marketing is blurring. Low cost of social media. Etc. Drivers of Social Media Marketing
  • 32. © 2014 Berlin Asong. All rights reserved. 32 Some have said social media marketing is a “passing fad”. Prepare a counter argument, explaining what social media marketing can accomplish for organisations. 20minutes
  • 33. © 2014 Berlin Asong. All rights reserved. 33 Branding: awareness | excitement 1
  • 34. © 2014 Berlin Asong. All rights reserved. 34 Monitoring: consumer sentiments in real-time 2 Market research
  • 35. © 2014 Berlin Asong. All rights reserved. 35 Click slide to monitor real-time public sentiments towards UK party leaders based on twitter feeds. Internet connection is required. Source: Kantar, 2014
  • 36. © 2014 Berlin Asong. All rights reserved. 36 You can’t really tell who paid attention to that television ad, but you can tell who watched your YouTube ad all the way through, and who liked it, and shared it. Source: Tara Hunt, 2013 “ ”
  • 37. © 2014 Berlin Asong. All rights reserved. 37 Responding: customer queries | blunders 3
  • 38. © 2014 Berlin Asong. All rights reserved. 38 G.M. uses social media to manage customers and its reputation affected by car ignition problem.
  • 39. © 2014 Berlin Asong. All rights reserved. 39 Amplifying: existing marketing campaign. 4
  • 40. © 2014 Berlin Asong. All rights reserved. 40 Buzz: excite customers & prospects to keep talking about your brand. 5
  • 41. © 2014 Berlin Asong. All rights reserved. 41 Nike’s Risk Everything campaign was the most viewed commercial on the internet, during the 2014 FIFA World Cup tournament in Brazil. Over Twenty-three million people have liked, retweeted or commented on The Last Game sequel, making it one of Facebook's most shared posts ever.— Source: Nike, 2014 Picturesource:nike.com
  • 42. © 2014 Berlin Asong. All rights reserved. 42 Tesco recently introduced a scheme called “the Orchard”, aimed at creating online buzz about its new product ranges.
  • 43. © 2014 Berlin Asong. All rights reserved. 43
  • 44. © 2014 Berlin Asong. All rights reserved. 44 Crowdsourcing: tap customers and prospects for new product ideas, advice, etc. 6
  • 45. © 2014 Berlin Asong. All rights reserved. 45 Starbucks white cup contest, requesting customers and prospects to decorate a Starbucks cup with customised art. Then take a picture of it and submit their entry on social media using the #WhiteCupContest. The winner’s design would be used for a limited edition Starbucks reusable plastic cup.
  • 46. © 2014 Berlin Asong. All rights reserved. 46 Sales: drive online and offline retail sales. 7
  • 47. © 2014 Berlin Asong. All rights reserved. 47 Branding. Monitoring. Responding. Amplifying. Buzz. Crowd sourcing. Sales. Goals of Social Media Marketing Adapted from McKinsey Quarterly, 2012
  • 48. © 2014 Berlin Asong. All rights reserved. 48 Is “social media marketing” same as “social media advertising”?