Social Media in

Advertising and

MarketingChapter 5Fab 6

Advertising and Marketing Theories We market through commercial mass media:

RADIO and TELEVISION

Now we are shifting to ONLINE...

consumers are now expecting trustworthy online information and answers

TOMATop of Mind Awareness (TOMA)

branding through a sustained level of marketing and messaging that influences customers at the time of the purchase

AKA -- placed in the forefront of our brains so we can think about it the most, if you are not in front of your customers as much as possible then the message will take place in their minds. This is why you see fast food ads every hour of the day.

used by McDonalds, Wendys, Burger King

Frame of Mind Awareness Frame of Mind Awareness (FOMA)

reaching potential customers when they are in an active shopping and buying mode

early example = YELLOWPAGES, when a consumer wanted something they would just open the book and find what they need.

now = Google, Social Media, Blogs.

Premise is “when they are ready, the potential consumer will find you”

Friend of Mine AwarenessYour prospective customers must consider you a friend to compete for their time, attention and loyalty.

They are fighting for the attention of consumers which then they want to pull in the consumers parents, friends, wives, husbands

THEY WANT LOYAL FRIENDS

Consumers a selling process that ends with a closing or losing a sale

consumers follow a social media marketing consumer-driven path of :

FINDING sites and content, LEARNING through engagement and listening, VALIDATING information through reviews and community conversation, USING via trails, BUYING through a sales process, ADVOCACY after the purchase

If you see your favorite celebrity on Facebook/Twitter/Instagram/Snapchat wearing something that you want and they are marketing a specific brand .. then the marketing toward a specific consumer is working!

BrandingCorporate brand management may be seen as PR functions of “promoting and protecting the reputation of the corporation” (Morley, 2009, p. 4)

Advertising agencies see that their work is to “build a strong, distinctive, memorable brand” (Williams, 2005, p. 3)

Branding is closely related to a company’s purpose, or “reasons for being” (p. 9)

In the age of social media, branding involves both purposeful online communication and also recognition of critical moments when the best choice is silent.

Branding involves a “bond” (Morely, 2009, p. 7)

Social media engagement creates real-time opportunities for brand representatives to connect with the public and establish or reinforce relationships.

Advertisers show a lot of early interest in buying space on Facebook.

*$1.8 of Facebook’s $2 billion in quarterly revenue is generated by Facebook advertisers over a 12-month period.

Samsung, with about $100 million in advertising, appeared to top all other brands, and it spent about $10 million per week during the launch of its Galaxy S III smartphone.

Top 12 advertisers:1. Samsung

8. Unilever

2. Procter & Gamble 9. American Express

3. Microsoft 10. Walmart

4. AT&T 11. Coca-Cola

5. Amazon 12. Starbucks

6. Verizon

7. Nestle

Promotions, Market Research and SegmentationCustomers use social network sites to create and distribute “brand centric” content and media (Tuten, 2008, p. 101)

Several types of potential relationships with companies:

1.Simple customer-generated media is created without prior request.

2.Customer-solicited media, or participatory advertising, occurs when brands ask customer to create.

3.Incentivized customer-generated media offers prizes for submissions.

4.Customer-fortifies media result occurs when a professional advertisement sparks trusted customer conversation.

5. Compensated consumer-generated media is a term used to describe paid bloggers and other arrangements.

Various arrangements may create a more democratic form of advertising, may encourage crowdsourcing, may develop engagement, and may offer opportunities for long-term relationships.

Integrated Marketing Communication(IMC)- “The IMC concept addresses a need to integrate brand-marketing

communication across previously separate industries of PR, advertising and marketing.”

- IMC is taking a step back from using specific messages and decided to use multiple approaches to reach their goals.

- Clow & Black (2011) see IMC as involving all coordination marketing of all all marketing

- Including social media and promotions

- An IMC plan, for example, might address shifting funding from traditional advertising to non-traditional media, including social media platforms

Integrated Marketing Communication(IMC)- Vaynechuck (2013), an early promoter of social marketing, identifies

his rules of engagement:- Brands and small business want to look relevant, engaged, and authentic , but

when their content is banal and imaginative, it only makes them look lame. Content for the sake of content is pointless. Tone deaf posts, especially in the forms of come-ons and promos, just take up space, and are justifiably ignored by the public. Only outstanding content can cut through the noise.

- Vaynechuck defines outstanding content as that which:- is native to platform

- does not interrupt the social media flow

- rarely makes demands

- leverages pop culture

- contains micro-nuggets of “informative, humor, commentary, or inspiration”

- stays consistent and self-aware

Integrated Marketing Communication(IMC)- The “native to platform” is important to social media consideration.

- A photo posted to Facebook may not fit the same format to which Instagram is styled to

- A tweet posted on twitter with shorten words and hashtags may not fit the same stye as Pinterest is styled for.

Social Media Strategic Planning- One important distinction between social networking site activity

and social media is the role of social business models

- Cha (2013) identified value creation, sources of competency, target market and revenue as four business consideration

- Value is theoretically created through successful brand positioning within the market, but branding also is considered a specific competency

- Social media engagement is created through positive interaction within in a specific social media online space

- Important for social media plans in case of crisis but still directs the general purposes and goals of ongoing engagement

Awareness & Engagement Awareness is defined as the ability to obtain information about a certain service or product.

Awareness can be measured click-through rates(CTR)

Click-through rate- Number of clicks by users on a sponsored result

Engagement- interaction on social media

An example of engagement is leaving consumer reviews on websites such as Yelp

According to the chapter,advertisers who engage with their consumers can persuade them to buy from certain companies more often.

Awareness & Engagement (Cont’d)In 2013, Google conducted a Nielsen study where they observed how 950 people went about buying items when using their smartphones. They observed the following:

1. People who research products on their phones spend more than 15 hours browsing websites and on average revisited the sites at least 6 times.

2. People use search engines to find what they are looking for rather than going directly to a site like Amazon

3. Location matters-People are likely to buy things in-store if the company store is closeby

4. When people decide to buy something, they usually do so within an hour

5. People are more likely to buy products if they took the time to research them first

Search Engine Optimization (SEO)Search Engine Optimization-The way in which a website such as Google decides the order that results appear based on words or phrases used in the search.

People who have control of website content use a process called Search Engine Result Placements(SERP).

SERP depends on search engine optimization techniques in order to be listed at the top of search results

Websites are more likely to appear at the top of search results if the content and website tags match closely with the words used in a search

It also helps if the website is trustworthy

As you type, the search engine may offer you popular suggestions to help you find better results.

Return on InvestmentROI can be achieved through alignment of social media terms used with advertising and marketing websites keywords.

●The object of advertising is to find the “sweet spot” of terms that will generate great volumes of traffic

○ Key words

○ Bold colors

○ Location of words

Studies show that the areas that most look at first is the top and the left side of the page

Cost of Ignoring (COI)MacLean (2013) identified the cost of ignoring (COI) as a measurement of social shyness.

Companies needs to respond to those consumers and customers using social media to communicate

Many companies still view social media as being suspicious! But, as their competitors establish themselves on social media platforms, companies risk being perceived as being unable to keep up because it is basically a direct link that makes interactions with consumers more personal.

Those companies also miss out on the very real business advantages brought by social networks such as

●Twitter

●Instagram

●Tumblr

●Pinterest

●Yelp

Engagement

Social Media Communities

COI continued

Real-time Social Marketing

●Real Time○ Social media marketing frequently happens in real time without much of a delay

between the time of an initial conversation and commercial response

●Customer Loyalty Programs○ Can take advantage of communication tools by reaching out to nearby customers

with new offers.

●Examples: rewards points, membership discounted prices, free shipping,

●Customer Relationship Management

Successes•Customer Loyalty programs

•Smartphone having locators

•The hash tag

–EX: Promoting a Wendy's Pretzel Bun

“@Cborbzz3: You caught my eye, your scent made me float, you make my mouth salivate. I miss you. #PretzelLoveStories.” (July 8, 2013)–Social Media Communication – Jeremy Harris Lipschultz

Successes continued...•Watching certain topics on Youtube/Facebook come with many commercials.

Facebook promotion for Wendy’s pretzel bun was shared more than 2,000 and liked more than 12,000 times

Failures•Individuals can use hashtags for certain things to pick apart a company and bring awareness to the community the downfalls of a corporation.

–In 2012, a long list of social media failures conclude over time when trying to develop a hashtag for companies.

EX: The McDonald’s #mcdstories hashtag

•Customers used this to degrade the company

Lessons•Social Media can make or break a business or corporation

•“Yelp” – this gives positive and negative feedback about places like small businesses or restaurants a person may type into the search engine.

•Lessons can be money consuming when trying to better their companies.

Discussion Questions1. How can we better understand relationships consumers have with brands through social media sites? What are the important benefits and constraints within these interactions?

2. What risks may exist for brands using native advertising and sponsored content to drive media exposure within contexts that appear similar to traditional news stories?

3. How can brands leverage the importance of social media interaction with consumers to grow product sales through indirect efforts from ongoing online communication?