smm5: social media management_gestao dos social media 5

Marketing Management

Social Media Management V

Social Media Marketing

Manuela Aparicio

Agenda

Social Media Marketing (SMM)

• Concept

• Characterization

• Potential

• Limitations

2015 Manuela Aparicio (C) 2

SMM: concept

• Social media marketing (SMM) is a form of digital marketing that utilizes social media, as a marketing tool.

• The goal of SMM is:

• to understand consumers on their consumption experiences,

• to produce content that users share within their social networks,

• to help a company increase brand exposure and broaden customer reach,

• to measure and monitor customers interaction in social contexts.


Social Media Marketing: Early days

Relationship: one to many

Brand Consumers


Social Media Marketing: Advertising Early Days


Social Media Marketing: Social NetworkingEarly Days


Social Media Marketing: Nowadays


Relationship: Many to many

Consumers Consumers

Social Media Marketing

• “This is a world in which customers are fully in control of their online experiences and where their motivations lead them to connect online with other consumers while they create and consume online content, much of it user- rather than marketer-generated”

• “The social media environment is largely consumer- — not marketer-

— controlled. And marketers who don’t understand that do so at their peril.”

(Hoffman & Foddor, 2010)


So what?


21st Century Myths

• “Traditional product/service belief—>21st century myth: Brand managers own and orchestrate their brands;

• Traditional product/service belief—>21st century myth: Phones are for making phone calls;

• Traditional product/service belief—>21st century myth: The Web is for finding information;

• Traditional promotion belief—>21st century myth: Companies use marketing communications to control their message;

• Traditional promotion belief—>21st century myth: Consumers purchase products promoted by marketers;

• Traditional promotion belief—>21st century myth: Providing a forum for customers to talk is dangerous and risky.”

(Hanna et al., 2011)


It means that on one hand:

• Brands do not control entirely the communication channels anymore


• People have lots of opportunities & alternatives

• Consumers have power on their hand

But on the other hand:

Customers’ attention

&

time

are scarce !


Solution:


Connect the dots

Social media marketing allows to:

• Listen to consumers

• Learn from them

• Engage them

• Build a community

• & Keep monitoring


Customer point of view:


Why customers’ use social media?

Consumers’ four key drivers motivations to use social media:

1. Connections,

2. Creation,

3. Consumption

4. Control


How customers use social media?


How many reviews do you need to read before you trust a business?


How do online reviews affect your opinion about a business?


Which of these factors would make you likely to recommend a business to people you know?


What Derives consumers to buy online?


(Monsuwe et al., 2004)

Social Media Marketing: Industry point of view


(Stelzner, 2015)

Social Media Marketing: Industry point of view


(IBM, 2011)