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Your topic: Marketing in the Cyber-Age: A Framework for effective social media marketing
Your topic's description: This topic will examine social marketing media concept with a view of developing a framework that can guide marketers in their social media marketing efforts. The dissertation will examine literature addressing social media marketing and using qualitative data analysis techniques develop the framework using opinions and data from collated literature. The framework will then be generalized to make it adaptable in different marketing situations. The proposal part should consist 1800~2200 excluding reference word count and the remaining should consist +/- 6000 words Proposal should also consist of methodology and literature review
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Your educational level: Guaranteed First Class
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Number of page: 38
Words: 9500
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Marketing in the Cyber-Age: A Framework for effective social media marketing in SMEs
[Author Name]
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Contents
Chapter One: Introduction ............................................................................................................................ 5
1.1. Background ................................................................................................................................... 5
1.2. Research Aim ................................................................................................................................ 6
1.3. Research Questions ....................................................................................................................... 6
1.4. Research Rationale ........................................................................................................................ 6
1.5. Research Structure ........................................................................................................................ 7
Chapter Two: Literature Review................................................................................................................... 8
2.1. Introduction ....................................................................................................................................... 8
2.2. Social media marketing in SMEs ........................................................................................................ 9
2.3. Effective marketing strategies on social networks ............................. Error! Bookmark not defined.
2.4. Effectiveness of Social media marketing in SMEs ............................................................................ 10
2.5. Effective social networks for SMEs .................................................................................................. 11
2.6. Growing importance of social media websites among businesses ................................................. 13
2.7. Social media is effective and inexpensive ........................................................................................ 13
2.8. Branding can be done effectively on social media .......................................................................... 13
2.9. Social media makes customer acquisition easier ............................................................................ 14
2.10. Social media allows direct customer interaction ........................................................................... 14
2.11. Social media marketing in SMEs can increase sales ...................................................................... 14
2.12. Networks vs. Media. ...................................................................................................................... 15
Chapter Three: Methodology ................................................................................................................. 16
3.1. Introduction ..................................................................................................................................... 16
3.2. Research Methodology .................................................................................................................... 16
3.3. Research Designs ............................................................................................................................. 17
3.4. Research Type ............................................................................................................................. 17
3.5. Research Approach ..................................................................................................................... 17
3.6. Data Collection ................................................................................................................................. 18
3.7. Data Analysis .................................................................................................................................... 18
3.8. Ethical Consideration .................................................................................................................. 19
3.9. Summary ..................................................................................................................................... 19
Chapter Four: Result and Discussion .......................................................................................................... 20
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4.1. SMEs and Social Networks ............................................................................................................... 20
4.2. Keys to a good customer experience ............................................................................................... 21
4.2.1. The evolution of social networks .............................................................................................. 22
4.2.2. Conversion from content ........................................................................................................... 22
4.2.3. The power of mobile ................................................................................................................. 23
4.2.4. Services Social network as customer ........................................................................................ 23
4.2.5. MobileApp ................................................................................................................................ 23
4.2.6. Entrepreneurs and social networks............................................................................................ 23
4.3. What can an enterprising social networking to publicize their products? What you get? ............. 24
4.4. ADVANTAGES FOR SMEs .................................................................................................................. 24
4.5. With planning and targeted strategies, anything is possible ........................................................... 25
4.6. Integration with other marketing platforms .................................................................................... 27
4.7. Factor of Limitations ........................................................................................................................ 30
4.8. DISADVANTAGES AND RISKS OF SOCIAL NETWORKING IN SMES .................................................... 32
4.8.1. False information to customers ................................................................................................. 32
4.8.2. Disadvantages Social Networking ............................................................................................ 32
4.8.3. Fake Profiles of Companies ...................................................................................................... 33
4.8.4. Risks Privacy and Intellectual Property .................................................................................... 33
4.8.5. Risk of breaching the Local and International Laws ................................................................ 33
4.9. Interaction and segmentation ......................................................................................................... 33
4.10. Reflections...................................................................................................................................... 34
Chapter Five: Conclusion ........................................................................................................................... 37
References ................................................................................................................................................... 39
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Chapter One: Introduction
1.1.Background
Social media marketing in SMEs (SMM) unites the aims of marketing on the web through
social media such as blogs, magazines, content aggregators, content sharing sites, social
networks, sites micro blogging and many others (Blanchard, 2011). The aim of social media
marketing in SMEs is different for every company however it covers how viral marketing to
establish an idea, positioning a brand, maximize visibility and even sell a product. It also
includes the management of reputation and sharing of the positive influence while taking into
account the dialogue between the company and users whether customers or not (Fagerstrøm &
Ghinea, 2013).
There is no exact definition or concept of SMEs since the variables of these SMEs may
change according to the economy of the country where they produce. For example, a company
whose sales volume is $ 10,000,000 per year can be considered a country SMEs and large
companies in other states. Also, a company with one employee can generate more revenue than a
company with 50 workers if social capital is higher (Yadav, De Valck, Hennig-Thurau, Hoffman
& Spann, 2013).
Using social media marketing in SMEs can also significantly improve the reputation of
company, a brand or particular product online. On the one hand, social media marketing in SMEs
covers traditional advertising usually comes in the form of banner (flag) on web sites. While
advertisements in social networks may be more specific to the audience one want to attract,
unlike advertising on search engines or web pages. That's because users of Facebook, LinkedIn
or Twitter among others advertise information about themselves during or after enrolment in
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these networks, such as place of residence, age, sex, occupation and hobbies and preferences
(Saravanakumar & SuganthaLakshmi, 2012).
On the other hand, social media marketing in SMEs means creating own pages on Facebook
or Google+ among others. There are many different social networks. Apart from the well-known
networks like Facebook and Twitter are less known networks that might also be important to
your business. These social networks are e.g. Google+ or Pinterest. With accounts on various
social networks can be difficult to manage all these accounts at the same time, upload content
such as photos or texts and review comments (Zarrella, 2010). If social media marketing in
SMEs is a new form of marketing for your company or if one want to use various social
networks to promote your business or products one need a content plan.
1.2.Research Aim
The aim of this research will be to analyse how effective social media marketing in SMEs
has been for SMEs in UK.
1.3.Research Questions
The research focuses on answering the following research questions:
• What is cyber marketing?
• What are the strategies that are used for social media marketing in SMEs?
• What are the websites which are most effective for social media marketing in SMEs?
• How effective is the use of social media in marketing?
1.4.Research Rationale
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The era of social media boomed a decade ago. It started with the launch of LinkedIn in 2003
followed by the launch of other social media networks; MySpace and Facebook in 2004,
YouTube in 2005, and Twitter in 2006 (Risselada, Verhoef & Bijmolt, 2013). In a very time
period of less than a decade, there has been a significant increase in its population and billions of
people have been using it worldwide. These are spaces on the internet where users share
information, experiences, friends, contacts, etc. More than 500 million people use Face book
worldwide; approximately 175 million people use Twitter; 90 million people use LinkedIn and
57 million people are using MySpace (Risselada, Verhoef & Bijmolt, 2013).
1.5.Research Structure
This research will be divided into five chapters.
Chapter 1 introduced the topic of the research and presented the research aim, objectives and
questions that will work as the heart of the study.
Chapter 2 will present a detailed literature review analysis on the topic and will focus on various
studies undertaken in past on marketing on social media.
Chapter 3 of methodology will focus on detailing the methods used to collect and analyse the
primary data for the completion of this research.
Chapter 4 will present the result and the interpretation of the gathered data along with its
discussion.
Chapter 5 will conclude the research.
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Chapter Two: Literature Review
2.1. Introduction
Marketing is one of the key factors of an SME, so the entire organisation should direct
their efforts to satisfy their customers, and be to achieve greater efficiency and maximize profits.
The three key elements are involved in marketing: customer focus, involving all areas of the
company to its utmost, and put focus on profits as a big challenge and not on the volume of sales.
The changing dynamics of global business in recent decades has generated numerous
opportunities and at the same time, a high degree of uncertainty for medium and small businesses
that are forced to be particularly innovative and continually review their practices and processes
to survive on the market (Vij & Sharma, 2013).
Limitations in the number of consumers and in the regions in which they operate,
medium and small companies tend either to maintain a low market share in a large industry or
focus on local markets. Usually depend, in relative terms, few customers, so any business is
critical for proper development and growth (Hennig-Thurau, Hofacker & Bloching, 2013).
The Social media marketing in SMEs is different from any other type of marketing
because it allows businesses and consumers to interact and comment. It is a completely new
system for feedback and advice. This is totally new compared to traditional marketing, which
relegates the consumer to a spectator seeing advertising (Kotler & Zaltman, 1971). The Social
media marketing in SMEs Internet offers consumers a voice. The content is not enough;
companies must know how to work it for improvement. It is not yet known how consumers react
to this news that allows them to talk with companies, much less extent is able to judge and write
freely in pure negative feedback (Tuten & Solomon, 2013).
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While conventional usage would be to ask questions and get answers. Certainly, the
concerns of business lie in the fear of not being able to control the negative messages of the
community and not knowing how to react to the sabotage of a competitor or of a malicious user.
A constant monitoring of social networks, rapid and effective response and an honest and
transparent solution can prevent a bigger problem, that if he could get to grow the courts (Tuten
& Solomon, 2013).
2.2. Social media marketing in SMEs
Social networks have become the engine of discovery marks today. Whether you're part
of a family business, a shop or a 100% digital company with years in the market or physical
stores and offices in several cities, social networking is one of the most effective ways to keep in
touch with your market. It's not an option not to participate in social media. Consumers and
purchasing decision makers in companies are sending their friends and colleagues to visit
websites like more through their social profiles (Evans, 2012).
Social media is the umbrella under which many platforms that encourage interaction
between users are included. According to a study by consultancy Nielsen International, two-
thirds of internet users spend most of their time dedicated to visiting social networking internet
(Evans, 2012). In fact, more than 900 million users are registered only in the largest social
network of all: Facebook.
Moreover, more and more people use social networks to gather information when
deciding on a product or service. There are already countless brands that have managed to
connect with their consumers and clients using social media marketing in SMEs (Hennig-
Thurau, Hofacker & Bloching, 2013).
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2.4. Effectiveness of Social media marketing in SMEs
Literature reviews reveal that three major aspects influence the Social media marketing in
SMEs (SMM) effectiveness: content quality; involvement; and integration with other platforms
of media. As mentioned the quality of the content is important not its quantity. It has been
suggested that millions of followers/fans do not actively participate in online conversations and
could act as ghost followers (Kempe, Kleinberg & Tardos, 2003). Furthermore Advertising Age
research study proposes that SMM effectiveness is not affected by the number of brand mentions
especially when social media monitoring tool can misinterpret the word being generic. For
instance, the researcher in response to a sudden increase in number of the word salt on Twitter
called an accident The Salt Lake City Effect or The Bieber Distortion (Curtis, 2011).
The Twitter analysis findings show that Twitter account has been used by
brands/companies (e.g. Microsoft, Charmin) to bond with their customers and communicate with
them effectively. Their purpose of tweets was to communicate and connect with their followers
and fans, especially through some personal conversations in customer relevant subjects
(Dumenco, 2011). As a result of this they left their competitors far behind in financial
performances and Twitter activities. Through this they successfully build trust and long-term
relationship with their customers.
Moreover, there has been a dramatic change in marketing approach. A burst of
advertisement is used to persuade the consumers to buy products (Iacobucci, 2013). Marketing
has now become a means to build relationships and trust through effective two-way
communication with the customers. Its purpose is to talk about something that interests
customers and introduce new products in the market that are required by the customers.
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Unfortunately, old-fashioned marketing still survives and drives some of social media marketing
in SMEs campaigns that focus on short-term effect (sales) also known as incentive–induced
behaviour (Creamer, 2011).
Moreover, Social media marketing in SMEs level of influence will be more increased by
the development of trust and genuine buyer/seller relationships through reliable and attractive
conversation. As said by the Vice President of social-media monitoring firm Radian, Amber
Naslund (Vij & Sharma, 2013):
“Influence isn't about popularity. Or even reach. It's about the trust, authority, and presence to
drive relevant actions within your community that create something of substance".
Therefore the most important key factor to get a huge fan following is trust that can be
attained by actually doing something (i.e. change in buying decisions, influencing peers), and
then companies turn it into revenues and profit (Vij & Sharma, 2013).
2.5. Effective social networks for SMEs
The trillion Facebook friends remains a major support for considering this social network
as the most effective for businesses. But that's not news. What the study Constant Contact Small
Business Press found in 1,100 U.S. companies in December 2012 is that small businesses are
increasingly appreciating the value of the platforms of social media in general, and in particular,
LinkedIn and Twitter (Lee, Lee & Lee, 2013). What is interesting about this study by Constant
Contact is the point of comparison with the previous two versions. The latter, made in May 2012,
unveiling the increased effectiveness of LinkedIn and Twitter for business: while the former
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grew 19 percentage points and reached 19%, the second did with 18 points on 25% of
respondents who said that was effective for your business (Hoffman & Fodor, 2010).
Taking into account the significant increase in sales and productivity, most of the
businesses are planning to invest more on social media marketing in SMEs because they find it
less expensive and more effective than other media platforms (Crain, 2011). Businesses have
experienced improvement in their sales by engaging actively and sharing useful content on social
media. According to a study conducted by Swift page, 50% of the businesses state that they have
gained new customers from social media and therefore have increased their time spent on social
media websites (Goldsmith, Pagani & Lu, 2013).
Social Business is more than the likes of Facebook, Twitter, Pinterest etc. The terms
social media and social business are often confused and are subject of ongoing debate but this
confusion is understandable. Social media is seen differently by different people depending on
their level of understanding and their personal opinions (Burbary, 2011). It is seen by many
executives as a novelty or a distraction for young adults. It is because either they do not have
time, can’t see the value or can’t keep up with all the networks, to realize the overall impact of
social networks.
The decision or planning on how a business will employ social networks to engage
customers or employees is the task of the social media strategist (Fagerstrøm & Ghinea, 2013). It
is not just making an account on Facebook or Twitter and a company gets abundant likes. A
social business strategy provides a vision to the business for how the customer-employee
relationship and experiences can be improved and aligns social media initiatives with business
goals and opportunities to be relevant to the business’ aim and purpose and also to the
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customers’ needs. Thus technology becomes a catalyst for a bigger mission and purpose
(Blanchard, 2011).
2.6. Growing importance of social media websites among SMEs
Social media marketing in SMEs has proved to be the most important type of online
marketing. Many small businesses use SMM (Facebook, Twitter, LinkedIn etc) for their products
or services marketing. According to latest news on Mediabistro website, social media has been
used by 73% of small businesses these days. The growing importance and publicity of social
media marketing in SMEs among small businesses is clear (Dumenco, 2011). SMM has now
become an essential part of all small businesses for online marketing. The two main reasons for a
significant increase in the use of SMM are because of its cost-effectiveness (Enables to reach
targeted audiences quickly) and generate more leads/sales.
2.7. Social media is effective and inexpensive
SMM has now become an essential means for marketing of small businesses because of
its cost-effectiveness and effective and timely interaction with the customers. The customers can
communicate with the company about its products and services from their homes. According to a
study by Forbes, social media has been used by 94% of Corporates and has given more exposure
to the businesses of 85% of them (Risselada, Verhoef & Bijmolt, 2013).
2.8. Branding can be done effectively on social media
Businesses use social media marketing in SMEs as a tool for branding. According to
Social media today, Facebook is preferred to be used by 83% of customers to connect to the
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brand whereas 53% prefer to use Twitter (Kempe, Kleinberg & Tardos, 2003). A research study
conducted by Nielsen showed that 46% of online users make purchasing decision on social
media and the recommendations provided on social media websites persuade 50% of the
shoppers to make purchases (Morrison, 2013).
2.9. Social media makes customer acquisition easier
There are fairly high chances of acquiring customers with different social media websites
because more than half of the world's population is registered on these social media platforms.
According to eMarketer, social media is used by approximately 1.74 billion users and businesses
now rely too much on these social media websites to acquire customers. In 2013, Twitter
provided 36% of the marketers with customers whereas 52% via Facebook and 43% via
LinkedIn (Barker, 2013).
2.10. Social media allows direct customer interaction
As discussed earlier, social media has made it easier for the businesses to directly interact
with customers. Through polling, questionnaires and other interactive techniques, customers can
be attracted by small businesses. According to Social media today, social media has been used
by 53% of the marketers as a two-way communication and engagement tool (Yadav, De Valck,
Hennig-Thurau, Hoffman & Spann, 2013).
2.11. Social media marketing in SMEs can increase sales
The current reports have shown that companies’ lead generation and sales can be
increased through social media marketing in SMEs. A survey conducted by Social media today
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showed that 71% of people prefer to purchase on social media from the brands that are connected
to social media websites. HubSpot conducted a study according to which the marketing leads are
doubled by social media that no other marketing method did and lead-to-close rate is 100%
higher on social media (Lee, Lee & Lee, 2013).
2.12. Networks vs. Media
Today, the term "social network", promoted by the media and public opinion, induces a
spontaneous "Facebook" or "LinkedIn". But it would be wrong to stop there, said Mouloud Dey,
director of solutions and emerging markets in France SAS, a leading publisher of business
intelligence: "The Social Network, it is the structure, the platform that allows two individuals to
communicate. It differs from social media, which means the content carried by the network. On a
Twitter account, for example, content (media) is released, we follow (following, which refers to
the idea of network), or not the user. “The blog is part of the same logic. This is not a unilateral
website, but it does not induce a permanent link with the author (network). In this, it is social
media (Heymann-Reder, 2011).
Bringing a real live panel, social media is an undeniable vector of consumer knowledge,
as long as we know deal with content (textual analysis, etc). This is fundamental when dealing
with marks and overlaps with the approach focused on the network (Tuten, 2008).
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Chapter Three: Methodology
3.1. Introduction
The research methodology is an overview of all the methods and research designs, which
will be used in the research to get the answers of research questions. Methodology is the
philosophical source on which the studies that was performed and assessed which can guide to
obtain the research aim. This chapter focuses on research methodology of paper, which includes
qualitative perspective of the study. Hence, data for this study is collected by means of secondary
data on social media networking which can be found prominently in researched journals, and its
related articles.
3.2. Research Methodology
Social research methods can be broadly categorised into two distinct strands - qualitative
and quantitative - with both of these methods having their own ontological, epistemological and
methodological considerations and each forming a distinct type of research strategy (Kang &
Choi, 2013). The research methods that will be used in this research method are quantitative
research and qualitative research; these will be the practical part of this thesis. There are different
methods of research, like surveys, case studies and experiments (Kothari, 2008). In case studies,
research is done through different literatures. There are two ways to get information by survey,
using the questionnaire or interview. The questionnaire is a method and / or technique that use an
instrument or printed form, designed to get answers about the problem under study where people
get information about the variables to be investigated.
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In case studies, research is done through different literatures. There are two ways to get
information by using literature available on internet, or by getting an access to printed journals.
The suggested method for the research is the use of literature available on the internet through
qualitative research method. Secondary sources are based on primary source texts, and involve
generalisation, analysis, synthesis, interpretation or evaluation (Koul, 2009).
The suggested method for the research is the use of literature available on the internet
through qualitative research methods. Secondary sources are based on primary source texts, and
involve generalisation, analysis, synthesis, interpretation or evaluation.
3.3. Research Designs
A research design devotes the steps and figure to the research approach to determine the
ways in which data can be placed or designed. It is one of the most important steps in developing
the data and the right way in doing the same. The research design has to be well suited to the
questions being determined. This makes the process more easy and convenient and the research
more feasible to understand.
3.4.Research Type
The investigation would be an explanatory research and its fundamental goal is to understand
and explain the aspects of functionality of the relationship between the independent and
dependent variable.
3.5.Research Approach
Quantitative methods of research will be employed in this study that involves both numerical
and non-numerical data and information. Quantitative analysis of the data will make it easier to
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conclude the result and findings as well as conclusion and suggestion. On the contrary,
qualitative rationale, as defined by Denzin and Lincoln (2005) is a situated activity that traces the
observer in the world. It consists of a set of interpretive, material practices which make the world
detectable. These practices alter the world. Moreover, it also help to stress on the process of
explanation, decipher and analysis of the different aspects of topic i.e. events, situations and
phenomena in casual social perspective. Further the numerical data collected earlier by quantities
support the research methodology.
3.6. Data Collection
The secondary data concerns obtaining information through documents, publications,
abstracts etc to do research (Kothari, 2008). In the research, the data will be collected mainly
from secondary sources with the help of literature available on the internet. Secondary data will
be very helpful over there to answer the main questions. However, it is stated that secondary data
is all about gathering and collecting information for a particular purpose except completing the
research project, which is used to attain original insights of the research problem. Some
researches include: (Hoffman & Fodor, 2010); (Tuten & Solomon, 2013); (Hennig-Thurau,
Hofacker & Bloching, 2013); (Vij & Sharma, 2013); (Evans, 2012).
3.7. Data Analysis
Data is collected in two different ways, from primary sources and secondary sources. The
primary is that information obtained through direct contact with the subjects of investigation. It
is done through observation, interview and questionnaire (Koul, 2009). The data will be analysed
on the basis of the research questions and the aim of the study. For secondary research, important
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points, findings, results and conclusions of the studies and researches reviewed will be analysed
by the researcher in order to develop a deep understanding of the topic. There are many methods,
however the important thing is to pick one and keep all descriptive of the research process. To
give authenticity and veracity to work, the sources of information used should be recognised,
validated and possess a strong endorsement of authors and publishers known and prestigious
(Kang & Choi, 2013).
3.8.Ethical Consideration
For research workers moving in the path humanistic interpretative assault them in particular
situations of research, some logical uncertainties, as instance, on whether to notify parents and
educators of their children specific confidences, regarding whether to record the support of any
technological tool, or simply record, which assures a participant, or own concerns about
interpretation: how to accurately interpret the data accumulated and how to convey that
comprehending to their informants (Scandura & Williams, 2000).
3.9.Summary
This section discussed the different techniques and methods that have been implemented
to conduct the research. Drawing on the previous work identified in the literature review and the
findings arising from the secondary research responses, a detailed analysis of the consolidated
findings was concluded. The next section details the analysis of the data collected, and the
subsequent section lists the conclusions and recommendations of this research. The next chapter
will analyse and present the results of the data obtained through participants in this study.
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Chapter Four: Result and Discussion
4.1. SMEs and Social Networks
For most SMEs, marketing their products or services is a major challenge. The marketing
strategy should establish a clear link between the goods or services and SMEs, as manufacturer
or provider of such products or services. That is, clients must be able to distinguish, at a glance,
its products or services from those of its competitors as well as associate them with certain
desired qualities.
Social networks are here to stay and quickly changed the paradigms of customer companies had
cultivated for years. Today, the concept of customer service involves customer interaction with
the brand through tweets or messages not only through the traditional phone call.
As mentioned by Hennig-Thurau, Hofacker & Bloching (2013) the phenomenon of social
networking went from being a means of interaction for young people to be a communication
channel that companies should seriously consider. In support of this assertion, just simply look at
the data of the study by JD Power and Associates' 2013 Social Media Benchmark Study.
In a report by Iacobucci (2013), the statistics tell us that 67% of consumers use social
media profiles of a company for information about their services and that 43% of young people
between 18 and 29 prefer to interact with brands through social networks rather than using other
communication like emails or phone calls. It is added to this, 38% of those over 50 years
performing queries on the social profiles of the companies. Based on these data plus the fact that
according to e-Marketer , more than a third of the world population is currently connected to the
Internet, and there are 1.610 million active users on social networks in 2013, social media is
definitely an area in which companies must invest time and effort.
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Since the beginning of trade, the relationship between the customer experience and how
he perceives the attention of the company, hits directly on the results of the company. Today, the
technology adds tools for businesses but also new tasks, such as the need to be attentive to what
people say about them and act accordingly.
4.2. Keys to a good customer experience
The range of possible situations that arise in interacting with people through social networks is
very broad. However, there are a few aspects that are the basis for achieving the desired
customer satisfaction in SMEs through cyber marketing:
• Monitor trends: an advantage that these platforms have is the ability to measure and track
automated. Using tools such as Social Media Manager, Avaya is possible to collect
information in an automated way, on the interactions and conversations related to your
business. Then the data is analysed and interpreted, which helps to make decisions based on
specific and quantified information, saving time and resources.
• Be proactive and act fast: to hear what happens in social networks on products, SMEs can
take preventive action to avoid disaster later. For example, if someone complains about the
malfunctioning of one of products, they must internalize and respond quickly before it
becomes a popular cause, supported by people with similar problems.
• Reply by the same communication channel and quickly: if a client communicates through
a social network, follow the conversation on the same path. Do not force him to change the
channel, because it may be interpreted as lack of commitment to problem.
• Empowering the voices that match the company: the people who are responsible for the
customer's attention through this channel must have contact with those responsible for the
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various areas of the company and in turn, formed in areas of conflict resolution to avoid the
dreaded crisis in social networks .
Often, SMEs are the last to adapt to market changes. And that is also happening in social
media marketing in SMEs. Data for 2011 reflect this. To John Jantsch, marketing expert for these
companies, traders are concerned about what is most practical and best suited to their interests.
We will highlight the five trends Jantsch considers the future of SMEs this year:
4.2.1. The evolution of social networks
The analysis by Yadav, De Valck, Hennig-Thurau, Hoffman & Spann (2013) showed that
social networking has caused a change in the way we relate and behave. The truth is that a large
number of business users simply updating your Facebook profile. But others evolve into social
shopping (online via recommendation). Small businesses must adapt to changing buying
behavior and create an online store on Facebook or Etsy or distribute their products in Amazon
or Ebay.
4.2.2. Conversion from content
Study by Goldsmith, Pagani & Lu (2013) examined that any small businesses are
beginning to integrate content marketing sales strategy. The creation of posts, presentations,
seminars or even online, is presented as a great opportunity to present the virtues and advantages
of certain products or services. Over the next year, we can see how many small businesses offer
free content to promote paid content offer video demonstrations, or adapt certain content only to
registered users or loyal customers.
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4.2.3. The power of mobile
In recent years he is talking about the potential of mobile marketing for online small
businesses. Finally, this prediction has come true. It is observed in the high demand for smart
phones and the benefits they offer to users.
It is becoming more common to find local businesses and through mobile. Creating
websites for mobile as well as the evolution of payment systems through these devices,
techniques will be increasingly used over the next year.
4.2.4. Services Social network as customer
It is expected that small businesses can harness the advantages of social media to engage
with their customers by resolving their doubts or for more information about their products.
4.2.5. MobileApp
These tools make increasingly less need to use traditional search engines and more
frequent use of mobile applications. Apps like Yelp for example, allow us to find the best
restaurants. Also in this section include the QR, which allow us to have more information on a
product code instantly.
4.2.6. Entrepreneurs and social networks
According to Vij & Sharma (2013), the social media marketing in SMEs is in the present.
This many brands and many companies have seen and have attracted the increasing importance.
Social networking and online marketing strategy that describes each one will be a key to
overcoming the potential consequences of a crisis point which we live.
Internet and social networks are an EQUAL opportunity together. Although a large
company has a marketing budget unthinkable, entrepreneurs and SMEs can achieve similar
Social Media Marketing 24
results by blow of creativity, as well as having a bit of luck and especially many influential
friends to give publicity to the campaigns. Social networks can be the first contact between the
entrepreneur and his client and take the opportunity if you know there is profit.
4.3. What can an enterprising social networking to publicize their products? What you get?
- Social networking is increasingly gaining presence in the daily life of people, and is
affecting the way we relate and behave. Small businesses must adapt to new buying
behaviours. Many of them will have to assess the need to open a store on Facebook or
Etsy, or distribution of its products through Amazon or Ebay for example.
- They can be a channel of attention to your prospect that today thanks users. So no need to
search for your attention (usually a 902) and talk to a machine.
- Find a new utility for your product or create a need for it Social networks and internet can
be the best showcase for turning around your business strategy.
- Generate more traffic to your website. This gets social networks and therefore more sales
and most reputable online and offline (either good or bad).
- Get feedback from consumers about your products. It may be a quality control, use, or
improvements to new competitive comparisons.
- 78% of people heed the advice of others. Social media is a channel of recommendation
and search needs from a public that an entrepreneur or an SME could not reach it not for
them.
4.4. Advantages for SMEs
Social Media Marketing 25
- The first thing that needs to be clarified when it comes to social media campaigns, we are
talking about a way of doing so nascent marketing is yet to define both its real scope and
ways to get maximum performance. Everything is continually changing and everything
can be questioned.
- That said, and with your feet on the ground, it is inevitable that many questions still to be
made of pure logic: why invest time or money in social networks? For those championing
marketing in this environment, the answer is simple. Networks offer a space in which
they can reach consumers with limited resources. In short, the perfect channel for any
SME.
- For large companies, networking is the vehicle to reach a young audience that eludes
them, despite making huge investments in traditional media. In Spain, 81% of Internet
users (18 million people) have a profile on a social network. Of course, the data must be
considered with caution, since according to the Observatory of Social Networks the
Cocktail Analysis 2010, 45% of the accounts are not being used. But there are other good
reasons why it's worth being there:
- New spaces are hearing that bring together millions of people. In UK Facebook have 10
million active users who spend more than two hours a day on the Web. Furthermore, the
networks have a great advantage over other Internet spaces. And is that when planning,
but well known to the user. They have data on age, sex, city, even on your tastes and
interests.
4.5. With planning and targeted strategies, anything is possible
Social Media Marketing 26
We already know the benefits of interaction with customers through social networks
provide to businesses. There are numerous success stories that show us that with dedication and
an eye to create better relationships, change is radical. One is Volaris, a Mexican airline that
was awarded by the U.S. polling Socialbakers as the company with presence in more and better
social networks in their field. This recognition is mainly based on the company has a 78%
effective responses to each of the queries of customers through social media. This customer
interaction transformed the most influential Volaris airline from Mexico, having a score of 83 on
the index as measured by Klout.
Another interesting case is that of the chain Starbucks, who implemented social
campaign My Starbucks Idea, which collects direct feedback from people through different
social channels the brand and website. Consumers express their ideas for new products and
improve existing ones. Moreover, through the blog of the company, you may know what ideas
were implemented, what does not and why. Thanks to this direct connection with their
customers, the company received more than 150,000 contributions, which resulted in 277
innovations for Starbucks.
Clients have specific needs and different from each other, and like everyone else, want to
be served quickly and personal way. Identify your problems, understand the cause thereof and
provide a rapid and effective response is the key to a good experience. A person whose
experience is satisfactory, it is the best advertising for any brand or product.
Social networking is the Internet service that has grown in recent years. MySpace or
Facebook have over 100 million monthly users each, in the U.S. 37% of adult users participate in
these platforms, and in UK, 83% of young internet users use social networks and 25% is
registered in more a network (Goldsmith, Pagani & Lu, 2013).
Social Media Marketing 27
Brands can use this tool in two ways: building their own network, or taking advantage of
existing networks. A home network is a more ambitious and complex project. Allows greater
control and a closer relationship with the consumer, but requires the user to provide a powerful
value, real and lasting excuse to spend time in a branded environment. An example is Adidas,
which launched a few months Adidas Celebrate Originality, a social network aimed at a young,
urban public, where members can express their creativity does. No a priori categories or topics,
but it is the users who create them through their own interaction. To publish any kind of artistic
expression: photos, drawings, shirts, graffiti, songs, etc (Goldsmith, Pagani & Lu, 2013).
The other option, based on existing networks, has one main advantage: the user traffic.
Instead of building a new destination, with the obligation to capture people already overwhelmed
by the myriad of choices they have to occupy your time; it is more efficient to have a presence
where users are already. Due to the opportunity of this second option, the rest of the article will
focus on this strategy (Creamer, 2011).
4.6. Case Studies
Some of the managers are worried by the belief that the number of their main website
visitors’ can be decreased due social media campaign because Facebook or Twitter has been
widely used and majority of the customers will switch to these social media sites and would not
require to go to the company’s main website. However, if the company designs its social media
program correctly, the company’s fan following on Facebook and Twitter will not affect the
website’s visitors. If the customer’s are directed to the company’s main website in the end, it
would not affect its website visitors (Iacobucci, 2013).
Social Media Marketing 28
In fact social media marketing in SMEs can become a medium to increase the number of
main website visitors dramatically as well as company’s e-commerce. All needed is proper
implementation of the social media program. For instance, one of the major examples is
Starbucks as its web traffic stayed stable despite of its huge fan following on Facebook, about
12.7 millions. Furthermore, companies should clearly differentiate between the aspects they offer
on each media to avoid the market cannibalisation between company’s media platforms. For
example, as said by Rich Lesperance, Walgreens’ online markets director (Crain, 2011):
“Within Facebook, Walgreens is finding what works best are fairly frequent short updates, often
ones that involve posting a question that prompts a response”.
As discussed earlier that a company should not only incorporate SMM to its website, but
it should also integrate other media platforms such as TV or print advertisement, billboard for
their promotion. Firms can pull more customers towards them through their offline community
involvement. Furthermore their involvement can establish firm relationship with their customers
that ultimately affect the overall productivity of the company and their SMM (Burbary, 2011).
For example Starbucks maintains an effective combination between the social media and
the traditional media as TV advertisement. Starbucks promoted its brand exposure by a proper
strategy and use of both traditional media and social media (Iacobucci, 2013). It promoted its
free coffee giveaway through running a TV advertisement during the election season in 2008
during Saturday Night Live and also posted the video on YouTube account (Iacobucci, 2013).
The campaign resulted in dramatic success and had increased its brand mentions in Twitter as
well as Starbuck’s brand got much more exposure on YouTube.
Social Media Marketing 29
The selling and promotional approaches have also changed along with the changed
marketing approach from product-centric to customer-centric approach. According to a research
study more 70% of the most successful salespeople believe that their success is based on social
media because they are able to interact and engage with their customers through social media
along their buying process (Vij & Sharma, 2013).
For example AT&T did it perfectly by combining its marketing platform and Twitter
account. The company used its Twitter account as an additional tool to stay in touch with the
customers and answer them if they have queries regarding their services and to handle their
complaints (e.g. customer service and customer support). This strategy significantly increased
customer service department quality and its customer satisfaction. The combination of traditional
and social media platforms enables businesses to expand their relationship with customers and
communicate with them about the products. The companies’ managers should design a strategy
to continue the conversations with their customers by enabling all platforms to work together and
to connect with the customers.
The ads on television, print or radio are less effective than targeted advertising, based on
knowledge of the personal tastes of each consumer. Social networking (MySpace, Facebook,
LinkedIn, etc) may provide this knowledge, as each member on its own initiative publishes their
tastes, preferences, hobbies, phobias and delusions. Also relates to other people, which add
information about him. Based on this profile, the system could display relevant advertising to
each person according to his profile, and do so simultaneously for each individual network
(Curtis, 2011).
Social Media Marketing 30
The truth is that today, the benefits of hyper are more theoretical than practical. So far,
what has worked is targeted advertising, but on groups, not individuals. It is clear that attacking
individuals is more profitable, because although more effective (and that still must try), it is also
much more expensive. Besides the cost of providing each person a different message (offered by
social networks), consider the cost of creating these messages, a very labor intensive in time and
resources (Creamer, 2011).
4.7. Factor of Limitations
Their power users to influence purchase decisions in other networks broadcast their
best. At the end of the day, the contacts in the networks are based on friendships or exchange of
information between people that have some kind of affinity.
Although users of social networks are there for leisure or to find useful information,
Internet users are very receptive to the actions of companies attract them know: According to the
Social Networks in Spain study, the Interactive Advertising Bureau (IAB), the 21% of users
quite often participates in contests and sweepstakes, 44% is a fan of one brand or company
networks, and 19% fan made and is frequently trademarks. In the same study, 64% say they do
not mind the advertising that appears in the networks and 30% recall any campaign in this
environment.
SMEs have found social media to its great ally. The study by LinkedIn indicates that 81%
of these SMEs are already using social media within your marketing strategy. A trend that is
going to go up. LinkedIn report on the use of social media by small and medium enterprises
indicates that 9 out of 10 SMEs plan to use Social Media.
Social Media Marketing 31
For these organisations, social networks are not just a marketing tool, but also help them
improve and act as a source of knowledge. Also constitute an effective means for customers,
especially for companies that have a more dynamic growth.
The study, called "Priming the Economic Engine", conducted among 998 SMEs in North
America indicates that 94% use social media in your marketing strategy, especially to increase
brand awareness and develop its presence online. Other objectives pursued with his
performances in the Social Media are to encourage word of mouth about the brand, content and
spread news of the company and increase the number of potential customers.
2 out of 3 of the company’s surveyed (64%) work for new customers, 61% of them said
that social networks contribute to this goal. Furthermore, 91% of the organisations participating
in the study acknowledge that it has been able to increase brand awareness, while 82% have
managed to generate leads.
Besides the purely commercial approach, these small organisations admit that social
networks allow them to learn and stay abreast of trends in your industry, and expand the number
of contacts of interest. So, thanks to social networks you may have contact with other
professionals and even experts who have been given the opportunity to submit questions and get
quality information and suggestions on topics of interest.
It is the only study that shows the benefits of social networking for SMEs. This week we
could find by Nielsen that 83% of small and medium enterprises as recommended Twitter
effective marketing tool. No less than 72% of the companies surveyed said that Twitter plays an
important role in their marketing, which could already see positive results. Furthermore, 56%
indicated using Twitter to drive traffic to your website.
Social Media Marketing 32
Social networking has come to democratize mass communication, offering equal
opportunities to both large companies and smaller ones. So, in the middle 2.0 success depends on
the ability to connect with the target audience and generate engagement beyond devote large
advertising budgets saturated with unwanted impacts to the recipient.
4.8. Disadvantages and risks of social networking in SMES
Social Networking in SMEs can bring a number of disadvantages of not using them
properly, as in the personal, social networks pose a number of risks.
It cannot be denied that the impact it has brought the use of social networks in the process
of buying and selling in the field of SME business, so it is very important to understand the
potential risks and disadvantages.
4.8.1. False information to customers
For SMEs Social Networks are a great way to keep closer communication with your
potential customers and loyal customers, however you cannot deny that many people, clients or
customers lie about their identity, projecting a false image.
4.8.2. Disadvantages Social Networking
This may represent a potential risk in the community where clients and potential
consumers are very small, and not statistically rule allows these customers. As smaller
communities to 3,000 members is a disadvantage of social networks for SMEs.
Social & Web Marketing has developed strategies and practices those communities of
SMEs, with volumes greater than 3000 members, minimizing the disadvantage of an
unrepresentative community.
Social Media Marketing 33
4.8.3. Fake Profiles of Companies
As users lie in their data, there is also the risk that people outside the company generate
erroneous or fake profiles, or just without the consent and prior approval of the management
company. Today it is common for SMEs and public figures have to reiterate and confirm what
the official profiles as they have submitted false and unofficial profiles.
To avoid and prevent this risk is very important that SMEs have policies and clear
guidelines with regard to the creation of business profiles in social networks as well as maintain
a constant monitoring of all that appears and says the company in social networks, using specific
systems and applications for these cases.
4.8.4. Risks Privacy and Intellectual Property
One of the main disadvantages of using social networks is the lack of privacy and misuse
by companies, their employees and management. This represents enormous risks of leaking
confidential information on social networks. At present the various Social Networking
companies have been constantly changing the terms and conditions of use, and most Internet
users know and are not aware of these changes, bringing with it significant risks in the privacy of
individuals and businesses.
4.8.5. Risk of breaching the Local and International Laws
Unfortunately there is not enough laws regarding use of social networks, but there are
already a number of laws and regulations of Copyright or copyrights that you must know as well
as laws protecting the personal data of those who share their personal information, only in
Internet and social networks, but also by other traditional media.
4.9. Interaction and segmentation
Social Media Marketing 34
For small and medium enterprises, social networks play a significant role in your
marketing efforts, providing a platform both free and paid to get exposure to a fairly wide
audience, and generally quite receptive.
A study earlier this year by the online magazine Social Media Examiner globally,
Facebook is still the most important social network, cited by 67% of respondents, for most
companies target consumers in all world, mainly because of its large user base. But for B2B
companies is greater competition, and Facebook shares attention with LinkedIn, with 29% each.
Below blogs (11%), Twitter (10%) and LinkedIn (5%) for companies for consumers,
while for B2B companies, blogging (19%), twitter (16%) are located and YouTube (4%)
complete the Top 5.
For most respondents, 89%, the main benefit provided by social networks is the increased
exposure, while another 75% referred to the increased traffic. A significantly lower percentage
(43%) cited the ability of social networking to improve sales. It is a perception that demonstrates
the ability of social networks as creating brand mainly.
4.10. Reflections
In the world of online marketing, the tyranny of fashion is a proven fact: before each new
medium or tool, advertisers respond with a mixture of scepticism, panic and excitement. When
these impulses are transformed into action, multiple experiments, some confusion and some
disappointments occur (Iacobucci, 2013). Over time, the brand perceived to be facing the online
medium with a more strategic approach, focusing on consumers and not the tools. Social
networks continue this line, adding “social” factor. They are a channel through which to send a
Social Media Marketing 35
message, but a platform to interact with consumers. This platform allows for a level of
interaction and measurement ever seen, so the potential for brands wanted to promote their Visa
cards between SME and small business owners. To this end, it launched an application on
Facebook in which gave away $ 100 in advertising within Facebook itself to the first 20,000
owners that the installed. The action is smart, because it provides an objective and measurable
value to users, and is inherently viral: to see ads of others discover the application and begin to
create your own (Iacobucci, 2013).
In the words of Jeremiah Owyang, an analyst at Forrester, social networking is a party
where many brands are playing a solo while everyone else playing poker ; brands offer an
interactive experience, to web user, rather than a social experience, from member to member
(Crain, 2011). Most actions on MySpace or Facebook are exactly like what you might get with a
minister without leverage social networking tools. Probably the ideal campaign on a social
network is getting to be that consumers do the marketing. To do this, we must combine
advertising presence with the effort to make the customer brand ambassadors in an environment
where they can express almost without limits (Iacobucci, 2013).
"Markets are conversations", prophesied in 1999 the authors of the Cluetrain Manifesto, a
book dedicated to marketing on the Internet, quickly became a bestseller in the United
States. Almost 15 years later, it is difficult to deny that social networking sites conversation
essentially forged markets better informed, smarter and therefore more demanding. This is the
challenge of the current marketers. However, we cannot say that Apple's presence on Facebook,
for example, is particularly critical in the resonance of the brand (Evans, 2012).
Social Media Marketing 36
Moreover, although social networks and a strategy seem more known for many
advertisers, for some it is still very new. According to the study, one in four marketers of small
and medium enterprises is a year or so working with social networks, and another 30% have
been one or two years developing marketing actions in social media. Yes, although relatively
new, heavily rely on their potential, and that 79% of marketers have already incorporated social
media into their traditional marketing activities.
Social Media Marketing 37
Chapter Five: Conclusion
Today, online social media has taken over every generation. Everyone is enjoying
benefits from it. Businesses and public, everyone is online. It has now become essential for
companies to be a part of the social sphere and engage with these social media websites to stay in
the long run and compete with others. Moreover, customers are more likely to shop and purchase
online. Those companies who do not actively participate in these social media networks are left
far behind.
Still many people believe that Twitter, Facebook, LinkedIn and other social media sites
are just crazes that have taken over the young generation. With each day passed by, there is an
increase in the users list of every social media network. More and more people are engaging in
these websites so it provides perfect opportunity for companies to access their target markets
through the social media networks. Moreover, companies can manage their reputation and
publicity through SMM and can inform their loyal customers of any news or updates or launch of
a new product instantly. Many people are 24/7 in contact with such websites.
Social media is an important tool for the businesses to build their brand and expose it as
much to the social media users. Businesses can use effective strategies of promotions or
giveaways pr discounts etc on their social media accounts to attract and encourage new
customers and for their brand exposure. Moreover, old customers become more loyal to the
brand. People share the company’s page and posts to their friends and family and spread the
company’s word. This is how a company can expand its business through social media networks.
Social Media Marketing 38
Online marketing serves as word of mouth because thousands and millions of people get
the information instantly and they trust it more than a TV advertisement because it comes from
their own network. Therefore social media proves to be the best way to market to the public.
Social Media Marketing 39
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