These slides cover social media marketing strategy execution. Here execution includes paid, owned, earned and social media methods and programmatic and native advertising. These slides can be used in conjunction with Social Media Marketing Strategy from Oxford University Press.

1. Social Media Strategy Execution

2. The Evolution of Media
• The Promotional Mix: Advertising, PR, Selling and Sales Promotion
• The Converged Media Imperative: Owned, Social, Paid & Earned.

3. Owned Media
• Properties that the brand controls and on
which it owns all content, profit and data
• The focal point of any strategy
– Website
– Blog
– Mobile Web
– Mobile Apps

4. Earned Media

5. Media Convergence

6. Strategy

7. Paid, Owned and Earned
• What are the advantages and disadvantages
of Paid, Owned, Social and Earned Media?

8. Earned User Generated Content
– Loews hotel group used guest Instagram photos that their guests had
already shared, relevant hashtags, and location tags to narrow the
results.
– Brooke Shields popularized the tagline behind the #MyCalvins
campaign when she famously whispered, “Nothing comes between
me and my Calvins” in a 1981 commercial. Calvin Klein revived that
nostalgia and took to Instagram.

9. • Kind of content perceived most authentic by
respondents is:
– Created by consumers: 60%
– Created by brands or marketers: 20%
– Stock Imagery: 8%
– Don’t think any content is authentic: 11%

10. Trust in Content
• 86% of consumers say authenticity is important when
deciding what brands they like and support
• 57% of consumers think that less than half of brands create
content that resonates as authentic
• Consumers can spot professional vs. user-generated content
• On average, people are able to identify if an image was
created by a professional or brand vs. generated by a
consumer, 70% of the time.
• On average, 60% of consumers say content from a friend or
family member influences their purchases decisions, while
just 23% of consumers say content from celebrities influenced
their purchasing decisions

11. To what extent do you trust the following forms of advertising/recommendation?
Share who say they ‘trust somewhat’ or ‘trust completely’

12. Share who say they ‘trust somewhat’ or ‘trust completely’
Where is the trust? Owned, Paid or Earned media?

13. Paid
Programmatic
• Programmatic advertising helps automate the
decision-making process of media buying by
targeting specific audiences and demographics.
Programmatic ads can be placed using artificial
intelligence (AI) and real-time bidding (RTB) for
online display, social media advertising, mobile and
video campaigns, and is expanding to traditional TV
advertising marketplaces.
• IAB explains Programmatic Video

14. Programmatic Buying

15. Decline in Programmatic
• MediaRadar's 2016 Consumer Advertising Report, analyzing
ad spend, formats, and ad buying patterns among marketers,
found that programmatic ad buying declined 12% in Q1 of
2017 vs. Q1 2016.
• According to the ad sales intelligence platform’s data, 45,008
advertisers purchased ads programmatically in Q1 2016, while
in Q1 2017, the number of programmatic advertisers dropped
12% year-over-year, down to 39,415.
• https://www.mediapost.com/publications/article/304043/programmatic-buying-declines-12-in-q1.html

16. RTB Explained Video

18. Programmatic vs. Native
• Which brands use programmatic the most?
• Which categories of products and services do the most native
advertising?
• Which brands use native advertisements most?
• The number of native ad buyers rose 74% from Q1 2016 to Q1
2017, representing the biggest growth in buyers for any ad
format. In addition, demand for native has nearly tripled since
January 2015, which logged fewer than 1,000 buyers (981). In
January 2017, there were almost 3,000 (2,882).

19. Best Practices
1. Choose a social media site.
Instagram, Facebook, Twitter, Pinterest, LinkedIn, WeChat
2. Go online and determine the ‘best practices’
for using the site.
3. Examine one brand’s use of the social media
site you chose. Evaluate the brand’s strategy
based on the criteria you found.
Snapchat Best Practices Video
WeChat Video True?

20. Sponsored Content
• Chevrolet Scores with an Only-On-Twitter
Experience for Manchester United Fans |
Sponsored Content
• Twitter Video for Chevrolet Case
• Key Results of the Campaign
– 44 million impressions in campaign’s first weeks
– 100% positive to neutral sentiment for Chevrolet

21. Budgets