an introduction to social media marketing 2014

26
July 2014 An introduction to how businesses use social media as part of their overall marketing strategies Social Media and Marketing

Upload: sarah-sloan

Post on 22-Nov-2014

359 views

Category:

Business


1 download

DESCRIPTION

A general introduction to social media use by businesses in 2014. Contains links to useful youtube clips, real life case studies, original content and questions to ask students. At the end of the presentation, you will have an increased knowledge of: - how important social media is in today's global market place, - some good and not so good examples of real life social marketing fails and; - understand why controlling social media use is essential, though easier said than done. You are welcome to adapt these slides to suit yourself, but be cool and acknowledge me as the original author. I would also be interested to know (out of curiosity) if you are using my slides, so please send me an email to the address given in the slides to let me know.

TRANSCRIPT

Page 1: An introduction to Social Media Marketing 2014

July 2014

An introduction to how businesses use social media as part of their overall marketing strategies

Social Media and Marketing

Page 2: An introduction to Social Media Marketing 2014

Who am I?

Sarah Sloan Tutor and PhD Candidate – Department of Marketing Email: [email protected]

Tweet me @happy_chappy89

Page 3: An introduction to Social Media Marketing 2014

What you will take away from this presentation

You will learn how important social media is in today’s business environment

You will see some examples of good and not-so-good social media use

You will be challenged to think of ways businesses should control their social media use

Page 4: An introduction to Social Media Marketing 2014

Social Media in 2014

Watch “#socialnomics 2014 by Erik Qualman” on Youtube

Page 5: An introduction to Social Media Marketing 2014

Department name (edit in View > Header and Footer...)

How social media is changing our society;

A connected world

Page 6: An introduction to Social Media Marketing 2014

Which social networks are we talking about?

Page 7: An introduction to Social Media Marketing 2014
Page 8: An introduction to Social Media Marketing 2014
Page 9: An introduction to Social Media Marketing 2014

Department name (edit in View > Header and Footer...)

Why is social media important?

Page 10: An introduction to Social Media Marketing 2014

Why is social media important?

• Mimics traditional human communication• Convenience• Two way communication medium – gives

the customers a voice• It’s here to stay…though it will evolve

Page 11: An introduction to Social Media Marketing 2014

How is social media used by businesses?

To connect with customers Remind customers that they exist Provide extra value to customers Appear approachable Give customers an avenue to contact the

business

Page 12: An introduction to Social Media Marketing 2014

The 4 C’s of Social Media Marketing

• Creating• Curating• Connecting • Culture

Page 13: An introduction to Social Media Marketing 2014

How?

Facebook Pages

Page 14: An introduction to Social Media Marketing 2014

Corporate Twitter accounts

Page 15: An introduction to Social Media Marketing 2014

LinkedIn

Good for sole owners /

consultants

Page 16: An introduction to Social Media Marketing 2014

Pinterest

Page 17: An introduction to Social Media Marketing 2014

Instagram

Popular with photographers &

artists

Page 18: An introduction to Social Media Marketing 2014

How else can we use social media for business?

• For Public Relations – free business to business interaction

• To conduct surveys – often as part of competitions

• For advertising – very targeted platform

Page 19: An introduction to Social Media Marketing 2014

What impact does this have on a consumer’s social media experience? #griffithbusiness

Page 20: An introduction to Social Media Marketing 2014

How else can we use social media for business?

• As a market research toolFacebook Insights

Page 21: An introduction to Social Media Marketing 2014

Example of best practise…

Watch: “West Jet Christmas Miracle; real time gift giving” on Youtube

• Focused on driving shares to go viral• 13m views in 3 days• Currently 36m views in July 2014• Social mentions peaked 2 days after video release

Page 22: An introduction to Social Media Marketing 2014

When it all goes wrong…British entertainment retailer HMV lost complete control of its social media team, when rogue members used the account to childishly live-tweet a massive firing at the company

How could this have been avoided? #griffithbusiness

Page 23: An introduction to Social Media Marketing 2014

When it all goes wrong…

As a PR stunt Starbucks displayed Twitter messages that used the hashtag #spreadthecheer on a big screen next to an ice rink at the Natural History Museum in London, but forgot to actually monitor what was being posted.

####

Food for thought? How often should you monitor a corporate social media account?

Page 24: An introduction to Social Media Marketing 2014

My 5th C of Social Media Marketing

CONTROL• The CHALLENGE of control• Things can change in a minute on social media• How do you stop something going viral?• How can brands have 24 hour control over their social media?• Are there ways to increase monitoring of social media?

Page 25: An introduction to Social Media Marketing 2014

Summary

• Social media is changing the way we do business

• Social media is important to businesses for a variety of reasons

• Social media use needs to be constantly monitored by the firm

Page 26: An introduction to Social Media Marketing 2014

Do you conduct research on this or similar topics?

Connect with me on Linked In: www.linkedin.com/in/sarahsloan1989