Integrated Advertising, Promotion, and Marketing

Transcript:Integrated Advertising, Promotion, and Marketing:
Integrated Advertising, Promotion, and Marketing Communications Eighth Edition, Global Edition Chapter 9 Social Media Copyright © 2018 Pearson Education Ltd. All Rights Reserved Chapter Objectives What constitutes a social network? What unique characteristics are parts of primary social media websites? What is the nature of social media marketing? Which social media marketing strategies do companies employ? How can marketers use social media strategies in international operations? Wholly Guacamole High pressure processing Staple item, popular Leverage social media Brand alliances Biggest Loser Sonic Disney Chapter Overview Altered communications Basics of social networks Popular social networks Social media marketing Social media metrics International issues Social Media Terms Social media – digital tool or venue that allows for social interaction Social network – social structure of individuals or organizations Social media marketing – utilization of social media or social networks to market a product, company, or brand Figure 9.1 Types of Social Networking Sites General social networking sites Niche social networking sites Business Family and lifestyle Dating Special interests and hobbies Shopping Social bookmarking sites Figure 9.2 US Social Network Penetration Source: Based on “This Year, More Than Half of Americans Will Use Facebook,” https://www.emarketer.com/Articles, February 8, 2016. Facebook Largest social media site 1.2 billion users worldwide Advertising 72% of social media dollars $10 billion Custom audiences Demographics Teens decline 25% Individuals 55+ increase 80% Usage Only 10% update status daily Only 15% comment daily Instagram Mobile photo and video sharing Owned by Facebook 200 million users Users young, wealthy, and female 60% visit daily Popular marketing tactics Contests Crowdsourcing of photos Uploading personal photos with brand clothes Twitter Micro-blogging service Maximum of 140 characters per message 54 million users 41 percent are minority Effective method of reaching customers Monitor what customers are saying Effective for small businesses Figure 9.3 Tips for Using Twitter Develop a strategy Maintain consistent brand voice Engage followers Focus on relationships Respond to customer comments Avoid total automation Pinterest Bulletin-board style social network 70 million users 70% are female Popular topics Food Fashion YouTube By 2017 YouTube will surpass Facebook and Twitter Covergirl, Revlon – 99% views consumer generated Swiffer ad re-creations – 10.5 million views Fan-produced videos exceed brand-produced Product usage or repair – videos instead of manuals Brands monitor fan-created videos Positive videos – support Negative videos – creatively respond Figure 9.4 Trends in Consumer Video Sharing Uploading broadcast ads Video reviews of products Re-creation of