Week 8
Social Media Mar keting - 1
Today’s Agenda
• Concept Checks
• Definition, Objectives, and 4Es
• Individual Presentation
• Social Media Platforms
Concept Checks
The prevalence of mobile usage and advantages of mobile marketing
Mobile marketing objectives
Mobile marketing considerations, strategies and tactics
• Location based targeting
• Mobile app considerations
Omni channel marketing – combination of online and offline channels
Definition of Social Media
Social media, social networking, and social platforms are websites,
programs, and applications that allow users to digitally communicate,
share, post, and otherwise network with others.
Traditional Media Communication Flow
Information
about brand,
TV, print, Target
Brand products, billboard consumers
services
Sender Message Channel Receiver
Feedback
Humphreys, A. (2016). Social media: Enduring principles. Oxford University Press
Social Media Communication Flow
Each “person” can be an advertiser, competitor, influencer, existing customer, or
potential customer.
Platform Person 4
Person 1 Person 3
Person 2
Platform
Platform
Humphreys, A. (2016). Social media: Enduring principles. Oxford University Press
The Fast Growth of Social Media
Core Characteristics of Social Media
• Peer to peer
• Featuring UGC (User Generated Content)
• Relationship oriented
Core Characteristics of Social Media
• Peer to peer
Core Characteristics of Social Media
• UGC
Core Characteristics of Social Media
• Relationship Oriented
• Most social media tools allow users
to establish and maintain social and
professional relationships easily.
• LinkedIn (Business relationship),
Facebook (Social relationship), etc.
Social Media Marketing
Social media marketing uses these websites, programs, and applications to establish two-
way communication with consumers and market products or services.
Advantages of social media marketing:
• It’s where the customers are (>20% of online time is spent on social networks)
• Cost-effective
• Social media marketing facilitates two-way communication that allows brands to actively
engage and converse with consumers.
• Generates free word-of-mouth among customers
• Sharing nature allows for extending messaging
• Customers engage with each other to speak for the company
Social Media Marketing Objectives
Overall Marketing Related Social Media Value for Consumer/Customer
Objective Marketing Objective
Increase brand Increase new social media visitors Access to new brands, products,
awareness, by 10% next quarter to boost and information and easy-to-make
exposure, and image awareness and exposure choices about brands
Increase traffic, Increase social media lead Access to information and ordering
leads, sales, and generation by 6% next quarter of valuable products and services
conversion
Improve customer Increase satisfied customers served Ability to resolve complaints easily
service through social channels by 8% next and efficiently
year
Social Media Marketing Objectives
Overall Marketing Related Social Media Value for Consumer/Customer
Objective Marketing Objective
Increase Increase social media page views Access to various valuable services
engagement by 4% next month and information
Establish expertise Increase perception as expert in Access to expertise
field by 10% next quarter
Increase community Increase community engagement Increased possibilities to interact
and build long-lasting by 10% next quarter with community and access
relationships products, services, and information
Increase retention Increase retention by increasing the Increased engagement and loyalty
and loyalty number of subscribers who return to a product or organization
to social media accounts by 5%
Social Media Marketing Objectives
Increase Brand
Awareness, Exposure,
and Image
Social media and
community marketing can
be a great way to increase
brand awareness and
exposure. This can be
LG ran a “Limitless
done through either Design Contest” on
organic or paid means. Pinterest, which helps
Influencer Marketing
to increase brand
Edan Lui
awareness and
exposure
LG Electronics
Social Media Marketing Objectives
Increase Traffic, Leads, Sales, and Conversion
Planet Fitness’s promotion on its Casetify is placing ads on Instagram
Facebook page seen in this slide that direct consumers to their online
emphasizes two key benefits of joining, shop.
which can result in increased
conversion.
Casetify’s Ad on Instagram
Casetify
Planet Fitness “Get Glowing and Feel Fitacular”
Planet Fitness Franchising, LLC
Social Media Marketing Objectives
Improve Customer Service
Both Wells Fargo and Bank of America use social media to provide customer service
while clearly mentioning that specific personal information should not be provided
through this channel.
Bank of America
provides customer
service through Twitter.
Bank of America
Wells Fargo provides
customer service
through Facebook.
Wells Fargo
Social Media Marketing Objectives
Increase Engagement
Regular Tweets or posting of Snapchat
stories could increase engagement among
consumers, as can live shopping events
such as Facebook’s Live Shopping Fridays.
Bobbi Brown Cosmetics holds Facebook
Live makeup classes to increase
engagement with consumers and features
celebrity artists using Bobbi Brown Bobbi Brown Cosmetics holds Facebook live events to
increase engagement.
products. Bobbi Brown
Social Media Marketing Objectives
Establish Expertise
Brands might use blogs and forums to
provide detailed guidance, information,
and expertise on specific topics.
Polaroid’s official Youtube account shares
videos to introduce how to use their
instant cameras.
How to use Polaroid Now+
Polaroid
Social Media Content Strategies: 4Es
Make your content interesting and even
Excitement personalized
Educate consumers about your value proposition
Education and remind them about what they already know
Let customers experience even before
Experience
purchase/own it by creating immersive
experience
Engagement Get consumers to interact and take actions
Social Media Content Strategies: 4Es
Excite: make your offer most interesting and even personalized
Example: The winner of the 2019 Cannes Lion Grand Prix from Wendy’s
Social Media Content Strategies: 4Es
Educate: remind consumers of your value proposition
Example: The Body Shop’s Value Proposition – Anti Animal Testing
Social Media Content Strategies: 4Es
Experience: create immersive experiences for consumers
Example: Heinz Irresistible Post
Social Media Content Strategies: 4Es
Engage: get consumers to take action
Social Media Content Strategies: 4Es
Engage: get consumers to take
action
Example:The Street Cat App
• Watch live stream of feral
cats
• Donate money via live stream
to feed them
• Gamification: keep a cat that
looks like the cat you donate
to in the garden
Social Media Content Strategies: 4Es
Engage: get consumers to take
action
Example:The Street Cat App
• Creating a buzz on social
media
Individual P r esentation
Social Media Platforms
Social Media Platforms: Facebook
Platform Background Function/User Audience Sample Objectives
Facebook • Founded in 2004. • Consumers can post, connect, • Increase conversion
• Approximately 2.93 billion share, provide location information, with Facebook Ads.
active monthly users. and perform many other social • Enhance customer
• Acquired Instagram in functions. service through
2012 and WhatsApp in • Can be used by digital marketers Facebook Profile.
2014. for posts and updates to reach
• Meta introduced in 2021 target markets and customer
as the new brand (owns service.
Facebook, WhatsApp, • Most users are 35–44 years old.
Instagram, and other • More male than female users.
technologies and apps). • Facebook advertising has the most
reach in India, the United States,
Indonesia, Brazil, and Mexico.
Sources: Facebook (n.d.); Statista (n.d.); Meta (n.d.); Meta (2021); HootSuite (n.d.).
Social Media Platforms: Facebook
Facebook has long been the most popular social media platform. There, marketers can
share creative content, consumer content and photos, link to content, create groups, build
community, and provide social customer service.
Popular features include:
• Facebook Stories — short videos that disappear after 24 hours
• Facebook Reels — short videos with different content and effects
• Facebook Live — to host live events
• Facebook Ads — to advertise on Facebook
• Facebook Shop — to create an online store (helps conversion)
• Facebook Messenger — to engage with consumers or provide
enhanced customer service
Social Media Platforms: Facebook
To create a Facebook Ad, navigate to the
Ads Manager and start by setting
objectives, such as brand awareness or
conversions, and an audience, such as
geographic location, age, and other
parameters.
• Advertising Facebook allows marketers
• 72% of social media dollars to select an objective for
Facebook Ads to help reach
• $10 billion those objectives.
Facebook
• Demographics
• Teens decline 25%
• Individuals 55+ increase 80%
• Usage
• Only 10% update status daily
• Only 15% comment daily
Social Media Platforms: Facebook
Facebook Painting Pride Campaign
Social Media Platforms: Instagram
Platform Background Function/User Audience Sample Objectives
Instagram • Acquired by Facebook in • Consumers can share photos, • Increase conversion
2012, under Meta since images, videos, and “stories,” with Instagram Ads.
2021. allowing them to connect and • Increase brand
• Over 2 billion monthly share. awareness through
users according to some • Brands may be able to grow and images and stories
reports. expose their brand to large incorporating the
audiences. brand.
• Can be used by digital marketers
for imagery and visual components
to reach target markets.
• More than 50% of users are less
than 34 years old.
Sources: Instagram (n.d.); CNBC (2021); Google Play (n.d.); Statista (n.d.).
Social Media Platforms: Instagram
Acquired by Facebook in 2012 and under Meta since 2021, Instagram offers social media
marketers a variety of features:
• Instagram Reels — short videos that are useful for consumers
• Instagram Stories — used to capture and share moments
• Instagram Messenger — to communicate with consumers or
provide customer service
• Instagram Ads — to advertise on Instagram, which can be done
through the mechanisms described earlier for Facebook
• Instagram Shop — as with Facebook’s Shop, brands can create a
store to offer products and services to social audiences using
photos, videos, and product tags
Social Media Platforms: Instagram
• Mobile photo and video sharing
• 200 million users
• Users young, wealthy, and female
• 60% visit daily
• Fastest-growing social network
• Visual content allows companies to post product information
• New product introduction
• Other brand or company related events
• Contests
• Crowdsourcing of photos
Social Media Platforms: Instagram
Example: Go Pro
Social Media Platforms: X (Twitter)
Platform Background Function/User Audience Sample Objectives
Twitter • Founded in 2006. • Positioned to keep consumers • Establish as expert
• Approximately 217 million updated, get news, and follow through Tweets.
daily users. trends. • Increase retention
• Can be used by digital marketers through regular
for news, information, short reliance.
messages, microblogging, links,
announcements, discovery of
consumer opinions.
• 38.5% are 25–34 years old.
• Approximately 80% of very active
Tweeters use the app to provide
opinions.
Sources: Twitter (n.d.); Statista (n.d.); Google Play (n.d.).
“X will be the platform that can deliver… everything.”
- Twitter’s CEO, Linda Yaccarino
Social Media Platforms: X (Twitter)
• Microblogging (280 characters)
• 217 million users
• Benefits:
• Easy and cost-effective way to gain brand exposure
• Good ability to drive traffic to sites
• Used to:
• Respond to customer complaints and inquiries
• Retweet
• Monitoring purpose
Social Media Platforms: X (Twitter)
Social Media Platforms: Youtube
Platform Background Function/User Audience Sample
Objectives
YouTube • Founded in 2005. • Positioned to “give everyone a voice” • Increase
• Approximately 822 million and “share and build community.” conversion
monthly active users. • Can be used by digital marketers to through YouTube
advertise and engage consumers. Ads.
• 37.5% are 25–44 years old. • Increase
• More male than female users. engagement
through Channels.
Sources: YouTube (n.d.); Statista (n.d.); Statista (n.d.).
Social Media Platforms: Youtube
• Hosts content for information and entertainment (second largest search
engine)
• Users upload and share their own videos as well as those placed by
others
• Marketing
• Youtube surpassing FB and Twitter
• Fan-produced videos exceed brand-produced
• Used as an advertising medium or as a search platform
• Product usage and repair suggestions (to replace manuals)
• Influencers
Social Media Platforms: Youtube
Influencers are creating great values on Youtube.
Social Media Platforms: Youtube
Influencers are creating great values on Youtube.
Social Media Platforms: TikTok
Platform Background Function/User Audience Sample
Objectives
TikTok • Released in 2016. • Positioned for short mobile videos. • Increase brand
• Approximately 1 billion • Can be used by digital marketers to image through a
users. brand and market their branded channel.
products/services. • Increase
• Attracts a large teen population along conversion
with others such as Millennials and through TikTok
Baby Boomers. Ads.
Sources: TikTok (n.d.); Statista (n.d.); Digital Marketing Institute (2021); Digital Marketing Institute (2021).
Social Media Platforms: Tik Tok
TikTok videos may be 15 seconds in length and up to 60 seconds when strung
together. Social media marketers can tell their brand stories and engage consumers
through TikTok.
Key concepts of TikTok for marketers:
• Public profile: can be established by an organization to display
its brand and engage customers
• Branded channels: may help marketers share engaging content
and promote their brand
Social Media Platforms: Tik Tok
Example: RyanAir Viral Meme Marketing
Ryan Air focuses on sharing common
complaints, customer pain points, and travel
experiences — all in a humorous way. Their
motto is to maintain an authentic stance instead
of using the polished, formal language airlines
often use.
Social Media Platforms: Whatsapp
Platform Background Function/User Audience Sample
Objectives
WhatsApp • Started in 2009; joined • Messaging and calling capabilities; • Enhance
Facebook in 2014 even includes options for different types of customer service
though it operates as a messaging and voice calls, creating with WhatsApp
distinct service. short- and long-term groups, engaging Business.
• Approximately 2 billion in conversations, sharing documents,
active monthly users. and speaking one’s mind.
• Can be used by digital marketers for
communication, customer service, etc.
• Used for groups and international
messaging.
• Used for individual and professional
purposes.
• Broad age groups.
Sources: WhatsApp (n.d.); CNBC (2018); Statista (2018).
Social Media Platforms: Whatsapp
The WhatsApp Business App allows businesses to create a business profile and use
automated messaging features:
• Quick replies feature: enables organizations to quickly answer
consumer questions
• Labels feature: helps organize consumer contacts and chats
The WhatsApp Business Platform enables organizations to
connect more deeply with customers and allows Facebook or
Instagram Ads to be directed to WhatsApp so that a conversation
may be started.
Other Channels
• Pinterest (most attractive to females:
71%)
• LinkedIn (business professionals)
• Snapchat (attractive to the young)
• Periscope (live streaming)
• Rednote (小红书, lifestyle, daily
information, fashion, short content）
Next Class
• Week 9 – Social Media Marketing - 2
