IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

Social Media Marketing Defined

April 7, 2023

The Social Media Marketing BookIMKT250Jeremy Roberts

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

Chapter Objectives

When you finish this chapter, you should understand:• What is social media and social media marketing• How social media is used successfully• What are the different social media platforms used today• Who typically uses social media and why

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

What is Social Media?• There are many definitions out on the web, so let’s look and

see what they say:• BusinessDictionary.com says: Use of commercial marketing in

promotion of goods and services in a way that helps in promoting the consumers‘ and, by extension, the society’s well being.

• Wikipedia says: Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

My Definition• My definition: Through the use of social media channels, create awareness and engagement for yourself or your company and elevate the social voice in order to build common relationships that enable social interaction.

• If that too seams a bit wordy, then…– My condensed definition: Social engagement through social

interactions.

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

How do you define social media?• Each person in the class give their definition…

• Is each of your definitions defined by your usage?• Or is it defined by the goal you want to reach using social

media?• Is social media different for everyone? How?

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

How do you use it today?• How do you use it personally?• How do you use it for work or for business?• Is the use of social media the same for everyone?• If not, how do people of different countries, ages, or industries

use social media?

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

Example: Social Media to Evangelize a Product• Their social media success brought down their app online

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

Social Media to Make a Statement• What if you are watching the NBA

playoffs and suddenly you’re signal is interrupted and the you miss the the last two minutes of a tied game.

• If you are upset, then all you have to do is Tweet to your cable company and they will call you back within 15 min

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

Social Media to Start a Revolution• Social media helped to overthrow the Egyptian government

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

Social Media for Instructional Use • Learn how to pick a bike lock

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

Social Media to Help Win an Election• Barack Obama used the

help of social media to win both his 2008 & 2012 elections

• Obama utilized Facebook and other social sites to funnel potential voters into their “One Million Strong for Barack” campaign.

• Developed mybarackobama.com to become the virtual hub for all its communications. 

• Then a matching iPhone application helped activate groups on the go.

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

Does social media only happen online? Yes• If social media is about social engagement and social interactions,

then is social media only online?• Can social media happen in person and then happen online?

• Example: you are with your friends hanging out and start talking about going to a club this weekend. Then you post it on Facebook about where you are going this weekend. Then other friends see it and join in and then add more events to the evening. Then while out at the club, you take pictures with the girls and post it to Facebook. Then immediately a guy you know sees the post, happens to be at the same club and tells his friend to stop by to see you.

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

Social Media Variety• Social media comes in many forms• Blogs, microblogs (Twitter)• Social networks (Facebook, LinkedIn)• Media-sharing sites (YouTube, Flickr, Pinterest, SlideShare)• Social bookmarking and voting sites (Digg, Reddit)• Review sites (Yelp, Trip Advisor)• Forums• Virtual worlds (Second Life).

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

Social Media Statistics• 1 Million websites have integrated with Facebook• 23% of users check Facebook 5 times or more daily• 56% of customer tweets are being ignored• 34% of marketers have generated leads on Twitter• Google’s +1 button is used 5 million times a day• Over 5 million are uploaded to Instagram every hour• 80% of Pinterest users are female

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

More Social StatsWe’re still loving the internet, and show no signs of stopping• The total time spent online in the US is up 21%• PCs are still the device used the most for internet access, but the audience

using them is down 4% year-on-year• Those aged 18-24 spend the most time using PCs for social networking out of

all age groups, whereas ages 25-34 spend the most time on mobile than other groups

Mobile is still growing• Mobile web usage is up 82% since July last year, and mobile app usage is up

85%• Social apps are particularly popular, with consumers increasing their social app

time by 76%, and spending more than seven times more minutes on apps than on mobile web

• We still use computers most often for social media use – 94% of people use PCs, but other devices are also increasing – notably tablets, which are used by 16% of people, up from 3% last year

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

More StatsSocial networking dominates our online activity• Social networks still dominate internet usage, with 20% of PC time and 30% of

mobile time spent on them: over any other category of site• Facebook dominates that, with 17% of PC time spent on the site• Females spend more time social networking than males, spending an average

of 8.37 minutes social networking on PCs and 9.43 minutes on mobile web and apps, compared to 6.13 and 6.44 minutes for men

The top social networks are the usual suspects, but others are closing in• Facebook still tops

social networks as the most used, but was down 4% year-on-year• Second is Blogger, also down, by 3%• Twitter is now the third biggest social network, up 13% from the previous year• Pinterest grew 1,047% and is now more used than Google+, and Myspace• LinkedIn usage remained static this year

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

More StatsWe use social networking sites everywhere, all the time• People aged 25-34 are most likely to use social media in the office, with over

half saying they do so• Nearly a third of 18-24 year-olds use social media in the bathroom• It’s easy to see why we love social: 76% of people felt positive after

participating in social networking, and key words used were ‘connected’ and ‘informed’

We’re still mainly connecting with those we know in the ‘real world’• Knowing someone was the top reason for connecting with someone online,

followed by ‘interested in keeping up’ and mutual friends• Other reasons included quality of profile photo, and a person’s physical

attractiveness, both of which were reason more for men than women• Professional benefits were also a consideration, with access to business

networks and a person’s number of connections both benefits listed

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

More StatsDual screening is now the norm• 41% of tablet owners and 38% of smartphone owners use their device daily

while watching TV• The majority of this time is spent social networking, but people are also

shopping and looking up relevant programme and product info• Nearly a quarter of those aged 18-34 use social media to comment on the

storyline while watching TV• During June 2012, a third of Twitter users tweeted about TV-related contentWe don’t like social ads, but still engage with them• 33% of people agreed that

ads on social networks are more annoying than other ads• But, social ‘likes’ are the most common action taken after seeing a social ad• 17% said that they felt more connected to brands seen on social networking

sites• 26% said they are more likely to pay attention to an ad that has been posted

by one of their acquaintances• 26% don’t mind being targeted to them based on their profile info

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella

More StatsCustomer service online is more important than ever• 47% of social media users engage in ‘social care’, meaning that

customer service via social media is imperative for brands• One in three social media users prefer social care to contacting a

company by phone; 18-24 year-olds are the most likely age group to prefer this

• Facebook is the most common platform used to seek out customer service, followed by company blogs and then Twitter

• But they’re not always going direct to the company – 28% use their own personal Facebook page to complain, and 14% use their own Twitter handle without actually mentioning the company’s @ name (more than the 13% that actually do mention the company)

• 53% of social media users compliment brands at least once a month, whilst 50% express concerns or complaints

• 70% of users hear others’ experiences with brands at least once a month