Professional Documents
Culture Documents
Social Media Marketing
Social Media Marketing
Social Media Marketing
Kripakaran Krishnan Haris Ibn Sahir Manolya Srivastava Chithra Mohan Mithun Pawar
Contents
1) What is Social Media? 2) Why Social Media Advertising?
At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one too many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.
Social media is online. Social media is user-generated. Social media is a shift in how people discover, read, and share news, media, and content.
Social media is forming relationships for personal, political, and business use.
Large reach
Cost efficiency Targeted Advertising
1) Unobtrusive
ensure that users listen to their messages Reliability on the structure of social networks to spread the message among their users
9) Offer Deals
Biggest advantage - ability to pinpoint the target audience Facebook for Business:
1. Pages: connect with potential customers and drive traffic to the business 2. Adverts: Reach the potential customers and grow fan base 3. Sponsored Stories: Drive word of mouth with stories 4. Platform: Integration of apps with Newsfeed and Notifications
Pages
Build the page
Talk to customers
Ads
Identify your goal
Design an engaging ad
Sponsored stories
Understand the basics
Platforms
Building engaging apps
Facebook credits
You
Owned by Google
Types:
1. Ad-supported videos
2. YouTube Rentals
3. Devices: Mobile and Leanback 4. Live Streaming
Ad-supported videos
Banner ads
In stream ads
Youtube rentals
Leanback
Live streaming
DELL
Employed Federated Media, a social media marketing agency ReGeneration Graffiti Contest on Facebook Users had to submit work based on the theme What does Green mean to you?
Huge Success!!
Over 7,300 works of art were submitted in one week Over 1 million votes to determine the 150 finalists in 6 days
A number of mentions in popular technology websites, including Technorati where over 9,000 ideas were submitted to make Dell more environmentally friendly
Advertising Implications
Relied on word of mouth among the established Graffiti Wall community Viral marketing through Facebook Notifications Campaign was creative
Used an established user base of over 845 million users and the inherent structure of Facebook
The Dell ReGeneration logo Engaged users fully Created a sense of identification between its brand and consumers
Consolidating his hold on the young voter demographic Obama set up an integrated presence on Facebook, MySpace and LinkedIn and YouTube. Created own social networking website, My.BarackObama.com
Has strongest presence on Facebook including One Million Strong for Barack Obama with over 500,000 members and Barack Obama for President in 2008 with nearly 80,000 members. Chris Hughes, one of the co-founders of Facebook, joined the Obama campaign First presidential candidate to launch an application on Facebook that enabled his supporters to receive the latest updates from his campaign
Advertising Implications
Did not rely heavily on advertising through traditional forms of online advertising Creative approach with being the first to develop an Obama application for Facebook MySpace page has links to all his profiles on other social networks Engaged users, sharing messages and videos authored by the senator himself
Created a unified online presence and actively reaching out to his voters
A thirty-second video clip using images and video clips taken from Apple's official website set to a song by a popular Brazilian band, CSS and uploaded on YouTube
clip received overwhelmingly positive responses from its viewers and a rating of 4 out of 5 stars Apple's marketing employees inspired professional version of his commercial to produce a
As of today, the original clip has received over 2 million views on YouTube and its rating has improved to 4 and a half stars
Advertising Implications
The company took advantage of the video clip to generate positive publicity