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An Introduction to Social Media and Marketing
1. Social Media and Marketing
Griffith Business School
Teacher Presentation
February, 2014
2. Welcome
Sarah Sloan
Tutor and PhD Candidate – Department of Marketing
Email: s.sloan@griffith.edu.au
Tonight’s hashtag: #griffithbusiness
3. Introduction to social media in 2014
How social media is changing our society
Uses of social media in the business environment
Examples of best practise
When it all goes wrong
Small group challenge
Question Time
4.
5. How social media is changing our society;
A connected world
Department name (edit in View > Header and Footer...)
9. Why is social media important?
#griffithbusiness
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10. 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
11. Utilising social media in the business
environment
To connect with customers
Remind customers that they exist
Provide extra value to customers
Appear approachable
Give customers an avenue to contact the
business
17. 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
How else can social media be used?
#griffithbusiness
18. What impact does this have on a consumer’s social
media experience? #griffithbusiness
19. How else can we use social media for
business?
•
As a market research tool
Facebook
Insights
20. Examples of best practise…
Paramount Pictures •
•
•
•
•
Small independent movie - $15,000 production budget
Initially released to a small number of cities
After the trailer, a call to action appeared prompting fans to "demand" the movie play in their city.
Through a partnership with Eventful, Paramount created a petition system.
If a city reached a certain number of people demanding the movie, it would play in that city.
21. Examples of best practise…
West Jet Christmas Miracle; real time gift giving
•
•
•
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Focused on driving shares to go viral
13m views in 3 days
Currently 35m views in Feb, 2014
Social mentions peaked 2 days after video release
22. 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
23. 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.
####
How often should you monitor a corporate social
media account?
#griffithbusiness
24. Small group Challenge….
Find
A Corporate Tweet
A Corporate Facebook Page Post
That delivers value to
the customer.
Retweet (RT)
Share the Post
And using the hashtag
#griffithbusiness tell us why it
delivers value to the customer.
Please send through any questions you have to my twitter account @happychappy89
Link: http://www.youtube.com/watch?v=Q8pyNHz6Pr0This video dates from 2013, however provides an interesting array of facts and figures, to put social media usage in perspective.
The internet has allowed social media to infiltrate our lives, to the point where social media is now not only used for personal use, but in business as well. Businesses need to be where the customers are, so are increasingly using social media to reach new and current customers. This has led to a more connected world, which relies on such communication.
Can you name a few social media networks? Some are more popular than others.
These are some of the most well known social networks to those of us in the room. However, you may be surprised that the scope of social media extends way beyond this.
This graphic here depicts some of the lesser known social networks. These can be classified as above, from micro blogging platforms such as twitter where you may only use 140 characters, to virtual worlds where you create online versions of yourself. You may be surprised to learn that the biggest social network in the world exists in China, where facebook access is forbidden. Instead the chinese have their own social networks, own search engines etc such as weibo, renren and QQ.
Yes social media is exciting, but why is it IMPORTANT?
We need to learn more about social media usage in business for a variety of reasons. Essentially, it is a tool that we can use to enhance our customer communication – so we need to know all about it, and how to exploit it for our own purposes.
These are a few of the reasons a business may wish to use social media.
Examples of corporations using social media for their own gain are given here…
http://www.youtube.com/watch?v=zIEIvi2MuEk
Given here are two case studies – one about HMV and another about Starbucks where social media (both cases were actually on twitter) caused public relations issues for them.