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IADT San Antonio. IMKT250: Social Media Marketing. Class lecture for class session 1: Social Media Marketing Defined.

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Social Media Marketing DefinedMarch 23, 2013The Social Media Marketing BookIMKT250Jeremy Roberts

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan ZarrellaChapter ObjectivesWhen you finish this chapter, you should understand:What is social media and social media marketingHow social media is used successfullyWhat are the different social media platforms used todayWho typically uses social media and why

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan Zarrella2Read through chapter objectivesWhat is Social Media?There are many definitions out on the web, so lets look and see what they say:BusinessDictionary.com says:Use of commercial marketing in promotion of goods and servicesin a way that helps inpromotingtheconsumers and, byextension, the societys well being.Wikipedia says:Social marketingis the systematic application ofmarketing, 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 ZarrellaMy DefinitionMy 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, thenMy condensed definition:Social engagement through social interactions.IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan ZarrellaHow 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 ZarrellaHow 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 ZarrellaExample: Social Media to Evangelize a ProductTheir social media success brought down their app online

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan ZarrellaSocial Media to Make a Statement What if you are watching the NBA playoffs and suddenly youre 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 ZarrellaSocial Media to Start a RevolutionSocial media helped to overthrow the Egyptian government

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan ZarrellaSocial Media for Instructional Use Learn how to pick a bike lock

IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan ZarrellaSocial Media to Help Win an ElectionBarack Obama used the help of social media to win both his 2008 & 2012 electionsObama 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 ZarrellaDoes social media only happen online? YesIf 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 ZarrellaSocial Media VarietySocial media comes in many formsBlogs, 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)ForumsVirtual worlds (Second Life).IMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan ZarrellaSocial Media Statistics1 Million websites have integrated with Facebook23% of users check Facebook 5 times or more daily56% of customer tweets are being ignored34% of marketers have generated leads on TwitterGoogles +1 button is used 5 million times a dayOver 5 million are uploaded to Instagram every hour80% of Pinterest users are femaleIMKT250 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 ZarrellaMore Social StatsWere still loving the internet, and show no signs of stoppingThe total time spent online in the US is up 21%PCs are still the device used the most forinternetaccess, but the audience using them is down 4% year-on-yearThose 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 groupsMobile is still growingMobile 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 webWe 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 yearIMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan ZarrellaMore StatsSocial networking dominates our online activitySocial networks still dominate internet usage, with 20% of PC time and 30% of mobile time spent on them: over any other category of siteFacebook dominates that, with 17% of PC time spent on the siteFemales 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 menThe top social networks are the usualsuspects, but others are closing inFacebook still tops social networks as the most used, but was down 4% year-on-yearSecond is Blogger, also down, by 3%Twitter is now the third biggest social network, up 13% from the previous yearPinterest grew 1,047% and is now more used than Google+, and MyspaceLinkedIn usage remained static this yearIMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan ZarrellaMore StatsWe use social networking sites everywhere, all the timePeople aged 25-34 are most likely to use social media in the office, with over half saying they do soNearly a third of 18-24 year-olds use social media in the bathroomIts easy to see why we love social: 76% of people felt positive after participating in social networking, and key words used were connected and informedWere still mainly connecting with those we knowin the real worldKnowing someone was the top reason for connecting with someone online, followed by interested in keeping up and mutual friendsOther reasons included quality of profile photo, and a persons physical attractiveness, both of which were reason more for men than womenProfessional benefits were also a consideration, with access to business networks and a persons number of connections both benefits listedIMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan ZarrellaMore StatsDual screening is now the norm41% of tablet owners and 38% of smartphone owners use their device daily while watching TVThe majority of this time is spent social networking, but people are also shopping and looking up relevant programme and product infoNearly a quarter of those aged 18-34 use social media to comment on the storyline while watching TVDuring June 2012, a third of Twitter users tweeted about TV-related contentWe dont like social ads, but still engage with them33% of people agreed that ads on social networks are more annoying than other adsBut, social likes are the most common action taken after seeing a social ad17% said that they felt more connected to brands seen on social networking sites26% said they are more likely to pay attention to an ad that has been posted by one of their acquaintances26% dont mind being targeted to them based on their profile infoIMKT250 Social Media Marketing|Jeremy RobertsThe Social Media Marketing Book | Dan ZarrellaMore StatsCustomer service online is more important than ever47% of social media users engage in social care, meaning that customer service via social media is imperative for brandsOne 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 thisFacebook is the most common platform used to seek out customer service, followed by company blogs and then TwitterBut theyre not always going direct to the compan

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