Fundamentals of Marketing

Instructor - Clyde Rupert

Chapter 19 – Part I

1

Using Social Media

to

Connect with Consumers

2

Social Media

Social Media: A unique blending of technology and social interaction to create personal value for users

• Classification of Social Media

• Media Richness

• Self-disclosure

Social Media is NOT FREE!

• Requires consistent and sustained intellectual energy

• Unchecked growth requires maintenance and control

• Corporate - level management must be involved

4

Social Media

I. Understanding Social Media

II. Four Important Social Networks

III. Integrating Social Media into Mktg. Strategies

IV. The Future: Social Media +

5

Understanding Social Media

How Social Media Came About• Web 2.0- First appeared in 2004 to describe a new way to use the WWW- Doesn’t refer to any technical update of the World Wide Web

• Blog- Is a contraction of “web log.”- A web page that serves as a publicly accessible journal and online forum

• Wiki A website whose content is created and edited by the ongoing collaboration of end users.

• User Generated Content (UGC) Refers to the various forms of online media content that are publicly available and created by end users.

6

Understanding Social Media

How Social Media Came About• Media Richness- Involves the degree of acoustic, visual, and personal contact between two communication partners. Example: Face-to-face communications is higher in media richness than telephone or e-mail communications

• Self DisclosureIn any type of social interaction: Individuals want to make a positive impression to… Achieve a favorable image with others.

7

Understanding Social Media

Involves the degree of acoustic, visual, and personal contact between two communication partners.

Example: Face-to-face communications is higher in media richness than telephone or e-mail communications.

In any type of social interaction: Individuals want to make a positive impression to… Achieve a favorable image with others.

This favorable image is affected by the degree of self-disclosure about a person’s thoughts, feelings, likes, and dislikes.

Social Media

8

Understanding Social Media

9

Comparing Social Media vs Traditional

MediaTraditional SocialCapability

Reaching all size audiences Yes Yes

Expense & Access HiEasy

LowEasy

Training/ People involved A LotTeams

A bit1 Person

Time to Delivery Days Minutes

Permanence Fixed Can Edit

Credibility Expert Just Sayin’

10

Social Media

I. Understanding Social Media

II. Four Important Social Networks

11

Four Social Networks - Facebook

Good

Good

OK

Facebook’s impact:

Surpassed 1 million active advertisers.

Has more than 800 million people who tap into it using mobile phones.

Introduced 15-second video uploads to its Instagram site.

The average 18- to 24-year-old user has 510 friends on the site.

12

Four Social Networks - Twitter

OK

Good

Good

Twitter impact:

- Has over 500 million registered users.

- Has over 200 million active users.

- Posts 400 million tweets a day.

13

Four Social Networks - Linkedin

Bad

Good

OK

Linkedin impact:

Has about 240 million registered users

Has conducted about 6 billion professionally-oriented searches.

Has over 3 million companies with Pages to post news and job openings.

Has over 30 million students and recent college graduates

14

Four Social Networks - YouTube

Good

OK

Bad

YouTube impact:

In 2013, it had over 1 billion users who:

- Watched 6 billion hrs of video a month.

- Uploaded 100 hrs of video each minute.

- Had over 1 trillion page views.