Become known Fame Usually new entrants to a certain market try
to promote themselves to become more known and gain some fame.
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Competition competitive advantage. The bunny battle: Duracell
VS Energizer Being the first does not guarantee leading the
race
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Spread awareness Govs and NGOs If the tree falls, we all fall.
Unicef: Hati School Project
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Branding/Slogan Just do it! In the late 1980s, Nike launched
their Just Do It campaign. Result (between 1988 and 1998): Market
share increased from 18% to 43% Sales exploded from $800 million to
$9.2 billion
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Means Most of the business promotion campaigns repeat the same
means: Fame Gaining competitive advantage Increasing
product/service awareness Branding Achieving higher return
Why?
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How? Securing a place in both traditional and digital
marketplace. Traditional media tools: a) Television b) Radio c)
Publications (Newspapers and magazines) d) Billboards e) Stickers
and flyers f) Events Sponsorships Social Media
Slide 11
Traditional media tools Television Top TV ads for the year 2011
according to Forbes magazine Volkswagen Super Bowl XL Ad: The
Force5
Slide 12
Social Media
Slide 13
forms of electronic communication (as Web sites for social
networking and micro-blogging) through which users create online
communities to share information, ideas, personal messages, and
other content (as videos) Merriam Webster dictionary First known
use of social media was in 2004
Slide 14
Social Media Quick Facts 2012 94% of all businesses with a
marketing department used social media as part of their marketing
platform. Almost 60% of marketers are devoting the equivalent of a
full working day to social media marketing development and
maintenance. (Source: Forbes magazine- 2012 Social Media Marketing
Industry Report)
Slide 15
Social Media Quick Facts 2012 85% of all businesses that have a
dedicated social media platform as part of their marketing strategy
reported an increase in their market exposure. 58% of businesses
that have used social media marketing for over 3 years reported an
increase in sales over that period. (Source: Forbes magazine- 2012
Social Media Marketing Industry Report)
Slide 16
Why social media? Humanizes your brand (product/service).
Competition is using it. Target audience is using it. Google counts
social sharing when ranking.
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Why social media? Transparency (Interaction) Aids Customer
Service (Feedback) Great Brand Exposure
Slide 18
Most famous social media tools Facebook facts More than 900
million users. The most popular social network in every country of
the world, except China, Japan, Poland, Russia, South Korea and
Vietnam. More than 300m photos are uploaded per day. more than 488m
active users access Facebook using mobile devices.
Slide 19
Facebook Why is Facebook good for Business: Exposure: Over one
billion people like and comment an average of 3.2 billion times
every day.
Slide 20
Fortune 500 on Facebook (US) 58% of fortune 500 companies have
a Facebook page The big guys are there, what are you waiting
for?
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Creating a Facebook Ad.
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Twitter 500 million registered users. 33 billion Tweets every
day. 11 Twitter accounts are created every second. 1 million
Twitter accounts are opened every day
Slide 23
Twitter Records Times when tweets went through the ceiling: 1.
Castle in the Sky hits television screens 25,088 Tweets per second
(2011) 2. The reaction to Madonna at the Superbowl 10,245 Tweets
per second
Slide 24
YouTube Traffic: 60 hours of video are uploaded every minute.
Financial return : YouTube is monetizing over 3 billion video views
per week globally 500 years of YouTube video are watched every day
on Facebook Over 700 YouTube videos are shared on Twitter each
minute
Slide 25
Youtube: Gangnam Style Psy's "Gangnam Style" has become the
most- watched video of all time on YouTube in just five months,
garnering almost 906 million views
Slide 26
Slide 27
Social media- Going Viral Biological definition of virus A
virus is essentially a set of genetic instructions wrapped in a
protein. Once attached to the host cell, the virus injects
instructions onto the cell, replicates itself, then detaches from
the host cell in order to find a new cell to commander. THE ONLY
PURPOSE OF A VIRUS IS TO REPRODUCE
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Social media- Going Viral Journalistic definition of virus The
news is the virus The public are the cells Social media tools are
the means of transmitting the virus
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Social Networking Comprehensive Strategy Interconnected,
Interrelated & Interdependent
Slide 30
Famous people on social media Pope Benedict XVI on Twitter:
Bringing God to people Number of followers rose from around 2,400
at the time of the announcement to more than 24,000 just an hour
later. Vatican said: The pope's presence on Twitter is a concrete
expression of his conviction that the Church must be present in the
digital arena.
Slide 31
Social medias darker side Accuracy Pontiflex witnesssed an huge
increase in followers mistaking its Twitter name @pontiflex with
the closely spelled @pontifex, which is used by Pope Benedict XVI
75 to 100 followers per hour Origin of words: pontifex comes from
Latin, and means a member of the Pontifical College Pontiflex
meanwhile was derived from French: "pont is the French word for
bridge, and we borrowed flex from flexible Flexible Bridge
Slide 32
It Is About The People People dont engage with each other to
exchange viruses. People exchange viruses as an excuse to engage
with each other. Douglas Rushkoff- an American media theorist,
writer, columnist, lecturer, graphic novelist and documentarian
Pulled or pushed?
Slide 33
Social medias darker side: Accuracy Samsung paid Apple $1.05
billion in 5 cent coins and its repercussions on the digital