Chapter 5 team 4
- 1. Chapter 5 Social Media in Advertising and Marketing The Dream Team: Avel, Estefani, Kyara, Shantal
- 2. 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
- 3. Advertising & Marketing Theories continued... ● Marketing Mix… Four P’s - Product - Place - Price - Promotion
- 4. 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
- 5. 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
- 6. 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
- 7. 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.
- 8. 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.
- 9. Social Media Strategic Planning Four businesses considerations... 1. Value creation 2. Sources of competency 3. Target market 4. Revenue
- 10. Awareness and engagement Search engine optimization (SEO) Return on Investment (ROI)
- 11. 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.
- 12. Search engine optimization (SEO) ● Google ● Youtube ● Bing
- 13. Return on investment (ROI)
- 14. Cost of Ignoring (COI) “Measure of social shyness” Customer service, reputation management, crowdsourcing, collaboration, and recruitment Customer loyalty, manage negative sentiment, credibility
- 15. 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.
- 16. Successes: Real-time Social Marketing #PretzelLoveStories 2,000 shares 12,000 likes
- 17. Failures: Real-time Social Marketing #Iatethebones Hyundai Clean Emissions #Mcdstories #Aurora Kitchen Aid Obama Joke Gap’s insensitive acknowledgement of Hurricane Sandy