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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


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


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



Now, Social Media is:




• Internet Advertising• PPC – Search Marketing• Sponsorships• Paid Applications• Mobile Advertising



• Word of Mouth• Blogger Relationships• Social Media (Pages and

Feeds)• User Forums• News, PR, Announcements




• Customer Care Services• Brand and Product

Websites• Proprietary Blogs• Proprietary Mobile

Applications



Objectives








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


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


Objectives








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



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



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


Objectives








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?


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


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


Objectives








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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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



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?



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.



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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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


Objectives








Social Media Channels

Some of the social media channels of the several available on the Internet are:


Social Media Facts


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


Social Media Facts


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


The Marketing Funnel

Social Networks

Company Site•

Prospects interact in social networks

• Customers interact on company sites

• Advocates may have a dedicated community


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


Objectives







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


Objectives








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


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


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?


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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