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Advertising
Social Media
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Course Objectives
Explain why is Social Media Advertising Important
Explain what is Social Media
Explain what is Social Media Advertising
List the various tools for measuring activity of Social Media
Describe the Steps to Establish Social Media Advertising Strategy
List the various Social Media Channels
List the Core Principles of Social Media AdvertisingVisit https://grandemareopenseatoknowledge.wordpress.com/
Introduction
Look at the various ads on the screen
Where do you think these ads have been advertised?
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Introduction
Yes, they have been advertised on various social networking sites
• Social Media Advertising is the future of advertising • Let us learn more about Social Media Advertising
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History of Social Media
Early days of social networking included people gathering together at a place as a community or groups that share common interests and passions
However, with the advent of Internet, there was a paradigm shift in social networking
Early days of Internet saw the advent of chat rooms and message boards
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Present Day Social Media
Today’s modern world has opened up a new world for social networking with the various social networking sites such as Facebook, Twitter, LinkedIn, YouTube and many more
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Present Day Social Media
Now, Social Media is:
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Present Day Social Media
Now, Social Media is:
• Internet Advertising• PPC – Search Marketing• Sponsorships• Paid Applications• Mobile Advertising
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Now, Social Media is:
• Word of Mouth• Blogger Relationships• Social Media (Pages and
Feeds)• User Forums• News, PR, Announcements
Present Day Social Media
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Now, Social Media is:
• Customer Care Services• Brand and Product
Websites• Proprietary Blogs• Proprietary Mobile
Applications
Present Day Social Media
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Objectives
Explain why is Social Media Advertising Important
Explain what is Social Media
Explain what is Social Media Advertising
List the various tools for measuring activity of Social Media
Describe the Steps to Establish Social Media Advertising Strategy
List the various Social Media Channels
List the Core Principles of Social Media AdvertisingVisit https://grandemareopenseatoknowledge.wordpress.com/
What is Social Media?
Humans are social creatures, so it is natural that we would like to use tools to communicate
Social media is a place of online communities. It is an online place for people to stay in touch or share ideas
Through such social media sites, you can keep up with friend’s activities, notify your friends of what you are doing, meet new people and form relationships, and develop and maintain business connections
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What is Social Media?
It is a place of interaction between people. It is an interaction between two individuals, or a customer and an organization and a conversation between peers
It’s a place for exchange of ideas and for help on a specialized subject, and to broadcast to the world Hence, social media extends
your current social behaviors to a global scale
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Objectives
Explain why is Social Media Advertising Important
Explain what is Social Media
Explain what is Social Media Advertising
List the various tools for measuring activity of Social Media
Describe the Steps to Establish Social Media Advertising Strategy
List the various Social Media Channels
List the Core Principles of Social Media AdvertisingVisit https://grandemareopenseatoknowledge.wordpress.com/
What is Social Media Advertising?
Social Media Advertising is using social media websites such as facebook, LinkedIn, Twitter etc. for advertising a
product
Such advertising is created by organizations to
advertise and showcase their product as well as individuals to showcase
their wares
Advertising on the social media is gaining
momentum as the spread of the message is
humongous and through people to people
Social media is an incredibly
dynamic environment
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What is Social Media Advertising?
A deeper understanding of consumer needs and motivations is the key to
unlocking a real understanding of social
media and its users
Social networks are powerful hubs of interconnected
communities for both people as well as
brands
There is huge demand for a more social and
interactive relationships with brands
Almost half of the users of social
media have already joined a brand
community
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What is Social Media Advertising?
These communities clearly create huge benefits to the
brands involved, drive brand loyalty, endorsement
and sales
However, understanding the nature of social demand for
each consumer, category and market is the key to creating a
successful social media advertising experience
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Objectives
Explain why is Social Media Advertising Important
Explain what is Social Media
Explain what is Social Media Advertising
List the various tools for measuring activity of Social Media
Describe the Steps to Establish Social Media Advertising Strategy
List the various Social Media Channels
List the Core Principles of Social Media AdvertisingVisit https://grandemareopenseatoknowledge.wordpress.com/
There are various reasons that social media advertising has become important. Some of them are:• It provides a reach to masses like never before. • The message is distributed across various Social
Media channels through people.• It helps businesses to embrace their customers.• People have more content choices in more places.• People even create their own content for their
favourite brands.• Social Media has enabled “word-of-mouth” to be
broadcast on an unprecedented scale.• The technology used is cheap and is used regularly by
both customers and businesses.• The voice projected through Social Media caters to a
larger audience
Why is Social Media Advertising Important?
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What makes Social Media Advertising Different?
It represents a fundamental change to marketing
It helps to replace one way marketing messages with experiences that foster conversation with brands and other people
Social Media Advertising focuses on building relationships, not marketing campaigns
It helps the brand to meet customers, stay in touch and share experiences
It creates a sense of belonging between brands and customers
Social Media and Web 2.0 has created an evolution of the conversation and digital user experience
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What makes Social Media Advertising Different?
It provides a great platform for changing opinions, promoting yourself, keeping up to date and earning respect
The gravitational pull of social networks is remarkable
It serves as a multi-faceted platform to meet customers, stay in contact, and to deliver a wide variety of brand needs to the customers
It helps to create specialized blogs and forums for brands to serve and build relationships with the customers
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Objectives
Explain why is Social Media Advertising Important
Explain what is Social Media
Explain what is Social Media Advertising
List the various tools for measuring activity of Social Media
Describe the Steps to Establish Social Media Advertising Strategy
List the various Social Media Channels
List the Core Principles of Social Media AdvertisingVisit https://grandemareopenseatoknowledge.wordpress.com/
Steps to Establish Social Media Strategy
Step 2:Listen
Step 4:Engage
Step 1:Establish
Goals
Step 3:Build
Step 5:Analyze and
Optimize
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Steps to Establish Social Media Strategy
Step 2:Listen
Step 4:Engage
Step 1:Establish
Goals
Step 3:Build
Step 5:Analyze and
Optimize
Step 1: Establish Goals• Form and write down business specific goals and objectives
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Steps to Establish Social Media Strategy
Step 2:Listen
Step 4:Engage
Step 1:Establish
Goals
Step 3:Build
Step 5:Analyze and
Optimize
Step 2: Listen• Learn about the audience: who and where are they? How
and what do they consume? How and where do they engage?
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Steps to Establish Social Media Strategy
Step 2:Listen
Step 4:Engage
Step 1:Establish
Goals
Step 3:Build
Step 5:Analyze and
Optimize
Step 3: Build• Choose the correct channels and use your channels to engage
and drive traffic• Set your home base through corporate site, blog, Facebook etc.
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Steps to Establish Social Media Strategy
Step 2:Listen
Step 4:Engage
Step 1:Establish
Goals
Step 3:Build
Step 5:Analyze and
OptimizeStep 4: Engage• Ask Questions• Choose the best team with passion and a sense of commitment to engage• Participate and show your customers your humane side• Be the connection between your customers and valuable
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Steps to Establish Social Media Strategy
Step 2:Listen
Step 4:Engage
Step 1:Establish
Goals
Step 3:Build
Step 5:Analyze and
Optimize
Step 5: Analyze and Optimize• Continuously measure and analyze your strategy and goals
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Objectives
Explain why is Social Media Advertising Important
Explain what is Social Media
Explain what is Social Media Advertising
List the various tools for measuring activity of Social Media
Describe the Steps to Establish Social Media Advertising Strategy
List the various Social Media Channels
List the Core Principles of Social Media AdvertisingVisit https://grandemareopenseatoknowledge.wordpress.com/
Social Media Channels
Some of the social media channels of the several available on the Internet are:
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Social Media Facts
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Social Media Facts
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Social Media Facts
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Social Media Facts
47% joining brand communities and 30% accessing social media via mobile
In 2009, 89% of CMOs tracked social media's impact by using standard metrics such as site traffic, page views, and number of fans
10% growth in the number of social network managers and 1.5 billion visits to social networks per day
CMOs reported that 64% of them would increase their social media budgets within the next year
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Social Media Facts
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Large Players of Social Media
There are many organizations that have used social media to their advantage. Some of the large players who are using social media to their greatest advantage are:
Dell
Comcast Starbucks
By the end of 2009, Dell had generated $6.5 million in sales from Twitter alone
Starbucks used social media to give their customers a voice. This resulted in the generation of over 50,000 new product ideas.
On April 8th, 2008, Frank Eliason set up a Twitter account to help Comcast users “in need”. Since then, Comcast has helped over 150,000 customers through Social Media
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The Marketing Funnel
Social Networks
Company Site•
Prospects interact in social networks
• Customers interact on company sites
• Advocates may have a dedicated community
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From Advertising to Marketing
Don’t Forget the BRAND• Is the brand central to
the idea?• Create experiences
that engage people, and ultimately create a brand image
Create Marketing Solutions not ADS• Involve people• Enable them • Let them Participate
Think CONTEXT• Think of the touch
points, where people could engage with our content
• What are the people seeking?
• Understand the way people use media and technology
Create USEFUL CONTENT• Content and tools that
make life better in some way
The Idea
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Objectives
Explain why is Social Media Advertising Important
Explain what is Social Media
Explain what is Social Media Advertising
List the various tools for measuring activity of Social Media
Describe the Steps to Establish Social Media Advertising Strategy
List the various Social Media Channels
List the Core Principles of Social MediaAdvertisingVisit https://grandemareopenseatoknowledge.wordpress.com/
Measurement Parameters
Reach
Conversations and Transactions
Frequency and Traffic
Sustainability
Influence
Sentiment© ManagementStudyGuide.com. All rights reserved.Visit https://grandemareopenseatoknowledge.wordpress.com/
Measurement Tools The different tools that you can use to measure the effectiveness of your social media advertising strategy are:
Social Mention
Alexa
11
22
33
44
55
66
77
88
YouTube Insight
Twittermeter
Compete
InsideFacebook
Technorati
Quantcast
Blogpulse
11
99
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Objectives
Explain why is Social Media Advertising Important
Explain what is Social Media
Explain what is Social Media Advertising
List the various tools for measuring activity of Social Media
Describe the Steps to Establish Social Media Advertising Strategy
List the various Social Media Channels
List the Core Principles of Social Media AdvertisingVisit https://grandemareopenseatoknowledge.wordpress.com/
Core Principles of Social Media Advertising
The following are a few core principles to be followed for successful social media advertising:
Listen to and observe the activities of target audience on the social media
Create a “social object” that is of genuine interest and relevant to the brand
Segment the target into groups
Create multiple interfaces to your
community
Use paid-for media to get the ball rolling
Manage your community and refresh the content
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Core Principles of Social Media Advertising
Track the results and optimize where necessary
Start small and learn from the community
Design around activity and social objects
Build to support existing behaviors
Tools must match your goals and audience
behavior
Make it easy for users to upload and share
content
Be genuine, interesting, and
transparent
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Case Study
H&J Inc. has been using traditional marketing strategies for several decades. Karan has recently joined H&J Inc. as its new Marketing Head. Karan is a great social media strategist and hopes to use his expertise to introduce H&J Inc. to the social media world.
H&J Inc. has been using traditional marketing strategies for several decades. Karan has recently joined H&J Inc. as its new Marketing Head. Karan is a great social media strategist and hopes to use his expertise to introduce H&J Inc. to the social media world.
1. What do you think will be the first move that Karan will make in this direction?
2. How can H&J Inc. keep abreast with its customers using social media platforms?
3. How will Karan measure the success of his social media advertising strategy?
1. What do you think will be the first move that Karan will make in this direction?
2. How can H&J Inc. keep abreast with its customers using social media platforms?
3. How will Karan measure the success of his social media advertising strategy?
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SummaryIn this module you learnt that:
Social media is a place of online communities. It is an online place for people to stay in touch or share ideas.
Steps to Establish Social Media Strategy are:• Step 1: Establish Goals• Step 2: Listen• Step 3: Build• Step 4: Engage• Step 5: Analyze and Optimize
There are various tools and applications available that can be used to measure:• Reach• Conversations and Transactions• Frequency and Traffic• Sustainability • Influence• Sentiment
Social Media Advertising is using social media websites such as facebook, LinkedIn, Twitter etc. for advertising a product.
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