Social Media RESHAPING SOCIAL NETWORKS AND INTERACTIONS IN ADVERTISING

Internet and SMN TimelineCompuServe

offers dial-up to the US public

1969

First Email

Delivered

1971

•Bulletin Board

System Develope

d •Trolling/

Flame Wars

1978

Tim Berners-

Lee develops what we

now as the WWW

1989

WWW tech

donated to the World

1993

• Web has 1M sites

• Blogging begins

• AOL IM• Blackboard founded

1997

Google opens

1998

• Internet Bubble Burst

• 70M Computers connected to internet

2000

• Friendster opens in US and attains 3M users in 3 Months

• AO-34M mem

200

2

• MySpace, LinkedIn, iTunes Launched

• 3B Web Pages

2003

Facebook, Flickr, Digg

launched

2004

• YouTube Launched

• MySpace Purchased by News Corp

2005

• Twitter launched

• Google – 25B WP, 400M Q, 1.3B IM

2006

• Microsoft buys stake in FB

• Beacon Advertising System, Shut down in 2009

2007

• Facebook 200M, double that of MS

• Google counts 1T URLS

2009

• iPad tablet launched

•FB 400M users

2010

• Social Media Accessible ANYWHERE

• FB 550M, 65M T a day, 2B YT Views

2011

• IoE expands to TV’s, GC, eR

• Advertisers look to social “likes to enhance brand visibility

• FB 1B Users

2012

• YT 1B Users, 4B Views/day

• FB 1.11B Users

• Twitter 500M

• Apple – 50B DL Apps

• LI 225M• Pinterest

48.7M • G+ 343M• Yahoo buys

Tumblr• Social Media

Adverticing in US stood at $6.2B

2013

• 85% of the 7.1B World Population using the internet

• 25% of WP use SM

• FB 10 YO, 1.28B Users

• SM used for Customer service

• Millions have friended a brand

2014

Internet of Everything The Internet of Things

The Internet of Everything Computers, Tablets, Phablets, Phones,

Music Systems, TV, Car, Coffee maker, speakers, Home Security, Google Glass

The Internet of Things 7.6 billion people on the planet vs 50

billion internet things by 2020

Warren Buffet pushing for World Wide Wi-Fi thru GoWex and Smart Cities Free Wi-Fi City wide, making money from

direct advertising

Marketing History

Asymmetrical: one way communication Businesses select the message they want to convey and the media

that hey want to use to spread that message. Only way to check for responsiveness is through surveys, focus

groups and voluntary feedback from consumers.

SMN Changes to 2 way Communication Consumers can Like, Tweet, Post and Hashtag about brands and

products Viral advertising

Advertising Dollars

Brand loyalty 11% of all advertising dollars are being spent on Social Network

Advertising campaigns Include :Banners, Brand Profiles, Shared Content (Example: quizzes, games,

articles)

Very small piece of advertising Like still do not equate to $ and returns cannot be measured,

Uncontrollable medium, uncontrollable message

Because of this advertisers are hesitant

What is Social Media, Really?

Social Media Any platform that allows you

to share content to others; whether publically, privately, anonymously. Facebook, SnapChat, Twitter,

Spotify, Tumblr, Google+, Whisper

Social Network Connect to People each other

share media

Brand Loyalty Through Self-disclosure

Research suggest that interacting with the brand causes an affinity for the brand Can be achieved through self disclosure, quizzes and games

Estee Lauder Example

Using interpersonal relationship theory As long as the relationship maintains a personal feel to it

Interpersonal communication theory The more a users discloses the higher the affinity for the brand or campaign

Cultivating Brand Relationships

Through interactivity, a brand will also cultivate the relationship between the consumer and the brand The relationship must be groomed and content should engage the

consumer Personifying the brand the relationship grows allowing for a

deeper sense of brand loyalty. Constant contact on meaningful days can also help maintain the

relationship.

Tie Strength

Used to define relationships in a SNS Between users, but can transcend to consumers and brands

Between users Can see each others activity

Example: User A likes Downy, User B more pressured to like Downy on SNS

User A has now endorsed Downy, depending on tie strength User B more inclined towards Downy

Information is shared from brand to User A, who then shares with their connections

Power of the Hashtag ###

Hashtags aide in visibility, and message transmission of a brand campaign

Can help identify the effectiveness of a brand campaign Can be organic or brand created

Organic – added by users who share brand campaign Is the message being viewed, positively, neutral, or negative

Research shows that positive tagging on a weaker brand can lead to unanticipated sales growth and higher stock potentials

Advice for Practitioners

First Step Choose a Social Media most appropriate for the business or brand

Match target demographic Example:

SoundCloud, Spotify, Twitter for a DJ,

Pinterest, Instagram for Photographer

Dogster, Catster for Pet Services

Facebook for EVERYTHING

Dashboards exist to allow for multiple sites at once

Advice

Second Step Build a Strong Profile

Add mission of the brand

All relevant information of the business or brand

Display Unique Hashtag Identify key features and attributes that will define the brand by choosing

a unique hashtag that will allow users to “discover” content shared by brand but also remind users of the brand.

Advice

Third Step Gaining Follower

Preferred Client emailing list

Follow campaign with discount

Follow users of a competitor

Follow users of a compatible good

Advice

Fourth Step Post, Post, Post

Content should deliver the messages that the brand wants to get across

Pictures of the product or specials running

Allows users to share, discuss and interact with the brand

Interaction builds brand loyalty

Unleash the Power of the Hashtag Use hashtags to allow visibility, searchability

Advice

Step Five INTERACT!

Comment back, reply, Retweet, reblog Like Consumers’ post

Be present in the conversation and monitor attitudes

Many Companies now using this as another inexpensive customer service channel

Conclusion

Likes and Hashtags cannot be used to equate actual profits SM Presence or absence does not seem to affect larger brands Small to Medium Grass Roots efforts to promote brand recognition

and loyalty can benefit the most from SMN Likes, tags and post Evolves very rapidly! Very Fad/Trend Driven Big Data – So much information, crashed my Surface and a

computer at school, Twitter donating $1M to MIT to continue search with Tweets

Q & A