MKT 405INTRODUCTION TO SOCIAL ENGAGEMENT TECHNOLOGIES

WEEK 1

INSTRUCTOR: JULIANNE CABUSAS

This slides were developed using the Social Media Marketing course presentation slide, by Prof. Michael Germano’s, California State Los Angeles (http://www.slideshare.net/mgerman)

SOCIAL MEDIA STATSTime to reach 50 million users

• Radio = 38 years• TV = 13 years• Internet =4 years • Facebook = 100 million users in under 9 months

Social media is the #1 online activity worldwide

2.5 B people are online; 1.8 B people are on social networks

94% of companies use LinkedIn as their primary recruiting tool

1 in 3 American couples married last year met on a social media site

1 billion pieces of content are shared daily on Facebook

viahttp://www.digitalbuzzblog.com/slideshare-global-digital-statistics-2014-stats-facts-study-presentationhttp://www.designinfographics.com/social-media-infographics/social-media-2013/http://www.nydailynews.com/life-style/one-third-u-s-marriages-start-online-dating-study-article-1.1362743

JOBS AND LOCATIONS

CAN YOU DEFINE SOCIAL MEDIA?

Social media are the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility.

Social Media Marketing is the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders.

SOCIAL MEDIA

Why?

EVEN NOW, INDEPENDENT OF TECHNOLOGY, WE YEARN TO SHARE

IT’S ABOUT PARTICIPATIONHow do people participate?

• Post a status update• Create a blog• Use a group deal• Share a micro-post with your

network• Make a video and share it • Play social games …

viahttp://www.designinfographics.com/social-media-infographics/social-media-2013

Exercise: Think about and catalog your ‘average’ social media use and how much you share as well as the benefits you get from that participation and sharing. Be as specific as possible:

• Sites?

• How long?

• How much interaction/participation/sharing?

• How often?

• What are the positive feelings/needs associated with time/participation here?

• Negative ones?

WHAT DRIVES ALL OF THIS PARTICIPATION?

After basic survival, safety and security the most important need is acceptance and belonging

This need is the basis for social media sharing and the desire for participation and connectivity

Weighed against privacy or perceived desire for privacy (complimentary needs)

MASLOW’S HIERARCHY

ZONES OF SOCIAL MEDIA

Multiple strategic marketing objectives can met by social media:

1. Promotion and branding

2. Customer Relationship management (service recovery!)

3. Customer support

4. Market Research

5. Product development

6. Ecommerce/etailing

WHY SOCIAL MEDIA MARKETING?

Increase Awareness

 

Influence Desire

 

Encourage Trial

 

Facilitate Purchase

 

Cement Brand Loyalty 

Risk!

Synchronization of opinion—social media can act as an accelerant!

Reputation-based—what if your rep is bad? (Tobacco!)

Crowdsourced/user generated content can backfire

Cheap yes but loss on control?

Mcdonalds #mcdstories

WHY NOT?