speech- social media
TRANSCRIPT
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Social Media Marketing
Michelle Via
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OverviewWhat is Social Media Marketing?
Why is it important to a brand? (Advantages)
What are some drawbacks to using it? (Disadvantages)
Case Studies on Successful Social Media Marketing integration
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What is Social Media Marketing?
Set of technologies and channels targeted at forming and enabling a massive community of participants to productively collaborate
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eWOM?
Social networking websites
(ELECTRIC WORD OF MOUTH)
(SITES CONTAINING DIGITAL AUDIO, IMAGES, MOVIES, OR PHOTOS)
Blogs
Internet discussion boards and forums
Moblogs
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• Customers Brand experience online= brand power• eWOM= consumers trust their friends and family
opinions on products• Increase overall organization of online marketing
strategy• Recruiting• Providing Customer Support• Providing Customer Support
Advantages
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#1 “Generated exposure for my business”
• “Increased my traffic/subscribers/opt-in list” • “Resulted in new business partnerships”• “Helped us rise in search rankings”• “Reduced my overall marketing expenses”
Advantages
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Disadvantages
•Information overload
•Social networking overload
•Wrong online brand strategy could put you at a eWOM disadvantage
•Social Media Marketing is time consuming
•Risk of negative information spreading like wildfire virally
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Brogan & Partners
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Children’s Hospital Boston (CHB)34% of people who log onto the Internet for health searches use social media resources to become informed on health-related topics
Appeal to 18-to-34 year old demographic
Follows HIPPA Regulation
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CHB uses a “fan-gate”
560,000+ Fans
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ASU vs. CHB
50,124 Fans
22,353 Fans
21,507 Fans
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FANtastic Photo of the Week636 peopleClicked “Like”
652 peopleClicked “Like”
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Blog: Vector
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Blog: Thrive
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Trademarked: “Original Social Media Agency”
Accolades: Among World’s Top 5 Social Media Marketing Firms in 2011
Clients: Microsoft Office, Intel, Bing, Ad Council, MSN, Comcast, Unicef (lits goes on and on)
Ignite Social Media
“Team of strategists and technologists focused on corporate social media marketing”
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Challenge: Launch LemonAid Cause Campaign in conjunction with their new Sweet Lemon Product Line
Challenge #2: Incorporate their important values campaign: Stop Sex Trafficking of Children & Young People
The Body Shop USA
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Follow @thebodyshopusaHashtag #LemonAidBecome a Fan on FacebookEnter a sweepstakesInstall a widget
Social Media Involvement
The donation: $1
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• The Body Shop’s Initial Donation Goal was reached and beat in under a week of launching the campaign
• In less than a month LemonAid reached the traffic goal and exceeded it by another 100%
• Sweepstakes: Gathered 14,701 emails• Facebook: 33% more fans• Twitter: 11% increase of followers• Blog Marketing: Reached 1.4 million people
Results…
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