socialmediapresentation
TRANSCRIPT
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Davenport UniversityPresented to: Dr. GusfaBy: Catina Willis
Social Media Marketing for Business
June 29, 2012
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Research Statement
Research Question:Is Social Media Marketing more Cost Effective than Traditional Marketing forBusinesses?
There is evidence to suggest that social media marketing has increased business sales.
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What is Social Media Marketing (SMM)
Research Statement:
Research Question:
• Facebook• Groupon• Digg• Pinterest
• Twitter• YouTube
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5. Promo Codes
7. Unique landing pages
9. Unique toll free numbers
10. Web Analytics
11. Uniform Resource Locator (URL) links
12. Website traffic
How are Social Media Sales are Measured?
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General Motors (GM) Pulls $10 Million
GM says:
“facebook ads don’t work.”GM also pulled Super Bowl ads.
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General Motors (GM) ROI 2011
•$10 million on Facebook ad
•3.5 million on one (1) 30 second super bowl ad
•GM’s averages1.7 billion on traditional marketing
•GM profited 3.7 billion from advertising
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Ford Motor Company
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Ford Motor Company’s Take on Facebook
Ford’s statement: “by using Facebook, shopping activity for the Explorer jumped 104% versus the average shopping lift of 14% following a Super Bowl ad.
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Ford’s Take on GM Pulling Facebook Ads
Ford tweeted:
GM doesn’t get social media (Popelka, 2012)
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Dell Outlet
You Do the Math!
•Dell has an in-house social media marketing team
•Deal used Twitter for no cost and made $3,000,000
•Dell spent $836 million on traditional advertising and made 61.13 billion
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Sony Tweets an Offer to 1,600 Followers
A limited time offer was tweeted providing a 10% discount.
•Sony profited $1.5 millionSony paid zero dollars to use Twitter for this promotion
•Sony spent $892 million for advertising in 2010.
•$831 million went toward traditional marketing channels. $61.30 million was spent on Internet.
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Groupon Launches First National Campaign
Gap offers social media users a chance to purchase $50 gift cards at half its price in 2010
•441,000 were sold
•The Gap generated $11 million in revenue
•Gap net sales for 2010 were 14.66 billion
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Methodology
Researcher Agree Disagree
Ball, L.More than half of the respondents from a small study of 243 indicated that social media was connected to at least 6% of their sales. The cost was time and 67% indicated they use social media 30-60 minutes per day.
Carr, A.Based on new data from Applied Predictive Technologies (APT), they general see a revenue bump in the "2% range" in a successful promotion from services like Facebook Places and Foursquare.
Fisher, L.A recent study by Comscore found that social media played a big part in a 10% increase of online retail spending.
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Methodology
Researcher Agree Disagree
Mahoney, S.Based on a sample of 10,000 adults, ForeSee Results reported: only 5% said social media was a primary influence to a store's website
Stelzner, M.A.58% of marketers using social media for more than 3 years saw improved sales. 40% of all survey respondents saw improved sales.
Swallow, E.Augustine Four, the chief digital officer at Omnicom's healthcare "You may lose revenue with Groupons but It’s still a better use than wasting $7.5 million on TV ads.”
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• SMM is essential for companies to maximize sales like: Dell Outlet, Ford, Gap, and Sony.
• SMM is cost effective because most are free to use and only require a good strategy and time.
• My literature review does support my research question.
Conclusions
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THANK YOU!
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