An introduction to Social Media Marketing 2014
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A general introduction to social media use by businesses in 2014. Contains links to useful youtube clips, real life case studies, original content and questions to ask students. At the end of the presentation, you will have an increased knowledge of: - how important social media is in today's global market place, - some good and not so good examples of real life social marketing fails and; - understand why controlling social media use is essential, though easier said than done. You are welcome to adapt these slides to suit yourself, but be cool and acknowledge me as the original author. I would also be interested to know (out of curiosity) if you are using my slides, so please send me an email to the address given in the slides to let me know.
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An introduction to Social Media Marketing 2014
- 1. July 2014 An introduction to how businesses use social media as part of their overall marketing strategies Social Media and Marketing
- 2. Who am I? Sarah Sloan Tutor and PhD Candidate – Department of Marketing Email: s.sloan@griffith.edu.au Tweet me @happy_chappy89
- 3. What you will take away from this presentation You will learn how important social media is in today’s business environment You will see some examples of good and not-so-good social media use You will be challenged to think of ways businesses should control their social media use
- 4. Social Media in 2014 Watch “#socialnomics 2014 by Erik Qualman” on Youtube
- 5. Department name (edit in View > Header and Footer...) How social media is changing our society; A connected world
- 6. Which social networks are we talking about?
- 9. Department name (edit in View > Header and Footer...) Why is social media important?
- 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. How is social media used by businesses? To connect with customers Remind customers that they exist Provide extra value to customers Appear approachable Give customers an avenue to contact the business
- 12. The 4 C’s of Social Media Marketing • Creating • Curating • Connecting • Culture
- 15. LinkedIn Good for sole owners / consultants
- 16. Pinterest
- 18. 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
- 19. What impact does this have on a consumer’s social media experience? #griffithbusiness
- 20. How else can we use social media for business? • As a market research tool Facebook Insights
- 21. Example of best practise… Watch: “West Jet Christmas Miracle; real time gift giving” on Youtube • Focused on driving shares to go viral • 13m views in 3 days • Currently 36m views in July 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. #### Food for thought? How often should you monitor a corporate social media account?
- 24. My 5th C of Social Media Marketing • The CHALLENGE of control • Things can change in a minute on social media • How do you stop something going viral? • How can brands have 24 hour control over their social media? • Are there ways to increase monitoring of social media?
- 25. Summary • Social media is changing the way we do business • Social media is important to businesses for a variety of reasons • Social media use needs to be constantly monitored by the firm
- 26. Do you conduct research on this or similar topics? Connect with me on Linked In: www.linkedin.com/in/sarahsloan1989
Editor's Notes
- Please send through any questions you have to my twitter account @happychappy89
- Link: http://www.youtube.com/watch?v=zxpa4dNVd3c&list=UULC9cX5GntaQmTSF6hTqrzA This video 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, ren ren 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.