The Foundations Of

Marketing

What is a Foundation?

• According to Dictionary.com:

- The basis or groundwork of anything

What is Social Media?

• According to Merriam Webster Dictionary

- forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)

The Zones of Social Media

• Social Community:

Focused on relationships

Common activities between othersTwo-Way & Multi-Way

communicationChannels: Social networking sites,

message boards and forums.

• Social Publishing:

Sites which aid in the distribution of content to an audience

Channels: Blogs, media sharing sites, social bookmarking, and news sites

• Social Entertainment: Channels & Vehicles which offer

opportunities for play and enjoyment Channels: Social games, gaming sites,

and virtual worlds

• Social Commerce:

Assists in the buying/selling of products & services

Channels: Reviews & Ratings, deal sites, and social shopping markets

What can a business do to grow through social media through the 4

Zones?

Company #1 –

• Campaign

Encouraged customers to share their Dunkin' experiences on social media using the #MyDunkin hashtag, & offered them a chance to be featured in a series of television commercials.

"We are celebrating Dunkin' Donuts guests and the brand's breadth of coffee leadership in an authentic, genuine way that reflects the changing media environment while driving deeper engagement between the brand and its loyal fans", said one of the campaign's creators, Chris D'Amico.

Company #2 - • Campaign

Share a Coke 2014 by numbers:

998 million impressions on Twitter235,000 tweets from 111,000 fans using the #ShareaCoke hashtagMore than 150 million personalised bottles soldOver 730,000 glass bottles personalised via the e-commerce store

Why were these Campaigns Successful?

1. Consumers Were Prompted to Participate and Create Online Media Content

2. The Brand Connected With Consumers on a Personal Level

3. The Words Used in the Campaign Are Powerful Calls to Action

Sources 1. Hepburn, Matthew. "The Share a Coke Story

| Coca-Cola GB." The Share a Coke Story | Coca-Cola GB. N.p., n.d. Web. 14 Feb. 2016.

2. Tuten, Tracy L., and Michael R. Solomon. Social Media Marketing. Boston: Pearson, 2013. Print.

3. Google Images