SOCIAL MEDIA MARKETINGGroup 3 presents:

Brittany CrailKellie Knapp

Rachel BalkovecCassondra Lopez

Elaine LandonDana Nagle

Hue Lai

Presentation 2, MGT 522November 30, 2009

• Definitions• Background

Social Media Lifecycle Not a Trend Barriers To Involvement Our Focus

• Implications• Activity• Conclusions

• Definitions• Background

Social Media Lifecycle Not a Trend Barriers To Involvement Our Focus

• Implications• Activity• Conclusions

•What is Social Media?

•What is Social Media Marketing?o Advantages to marketers?o Disadvantages to marketers?

Types of Social Media

• Social Networking Sites– Facebook, MySpace, Twitter, LinkedIn

• Media Sharing Sites– YouTube, CollegeHumor.Com, StupidVideos.com

• Virtual Worlds– Second Life

• Blogs, Podcasts, and Wikis

Life Cycle/Trendiness of Social Media Sites

• Introduction

• Growth

• Maturity

• DeclineSource: http://freepresentationslides.blogspot.com/2008/09/product-life-cycle-concept.html

Social Media Marketing Is NOT a Trend!

• Allows marketers to follow target audience

• Use lifecycle of sites to follow target market

• Most up-to-date way to reach audience

Social Media Marketing Is Hard For Companies To Get On Board

• Unable to develop strategy

• Main players today, not main players tomorrow

• Social site clutter

• Do not know which site target market is using

• Costly and time consuming

Focus: Facebook & YouTube• Created in 2004 by Harvard student• Re-created life cycle • “Social Network Site”• 250 million active users

• Created in 2005, acquired by Google in 2006

• Most popular media sharing site in world

• 100 million+ viewers per month

• Definitions• Background• Implications

Social Media Pros & Cons Brand Management Legal Implications

• Activity• Conclusions

• Definitions• Background• Implications

Social Media Pros & Cons Brand Management Legal Implications

• Activity• Conclusions

Pros: Facebook

• Find Information for Marketing Trends

• More Information• Market Segmentation• Send online coupons

Cons: Facebook

• Makes interactions with consumers less personal

• Difficult to measure successes• Ex. Wal-Mart Case Study

–Didn’t alter marketing strategy–Limited Discussion–Deviated from core value

Brand Management: Facebook• It is not just a page!

–Regular updates–Value to target audience–Similar message as other social media

tools used

• Examples:–Target, Zappos.com

Legal Implications Facebook• Contests /

Sweepstakes

• Phishing

• Privacy -Business Pages vs.Personal Pages

Pros: YouTube

• Greater Access to videos• Categories• There is no account

needed, or specific privacy settings

• Businesses can see the popularity of their video.

Cons: YouTube• Low quality picture• Time restrictions•Can’t control employee’s actions• Ex. Domino’s Case Study

Brand Management: YouTube• YouTube humanizes the brand – few

things that don’t work on video–Shows fun and creativity of brand

• Need share-able content• Regular updates required• Examples:

–Ford, Roxy and Quicksilver

Legal Implications YouTube

• Copyright

• Privacy-Anonymity

vs. First Amendment Rights

• Definitions• Background• Implications• Activity• Conclusions

• Definitions• Background• Implications• Activity• Conclusions

• Definitions• Background• Implications• Activity• Conclusions

• Definitions• Background• Implications• Activity• Conclusions

Conclusion

Questions ???