Chapter 5 Social Media in Advertising and Marketing

The Dream Team: Avel, Estefani, Kyara, Shantal

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

Advertising & Marketing Theories continued...

●Marketing Mix… Four P’s

- Product

- Place

- Price

- Promotion

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

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

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

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.

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.

Social Media Strategic Planning

Four businesses considerations...

1. Value creation

2. Sources of competency

3. Target market

4. Revenue

Awareness and engagement

Search engine optimization (SEO)

Return on Investment (ROI)

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.

Search engine optimization (SEO)● Google● Youtube

● Bing

Return on investment (ROI)

Cost of Ignoring (COI)

“Measure of social shyness”

Customer service, reputation management, crowdsourcing, collaboration, and recruitment

Customer loyalty, manage negative sentiment, credibility

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.

Successes: Real-time Social Marketing

#PretzelLoveStories

2,000 shares

12,000 likes

Failures: Real-time Social Marketing

#Iatethebones

Hyundai Clean Emissions

#Mcdstories

#Aurora

Kitchen Aid Obama Joke

Gap’s insensitive acknowledgement of Hurricane Sandy