E-Marketing Social Media

E-Marketing Social Media

Presented to Prof Dr. Hatem Elghamry

Prepared by:

Mohamed Alaa Eldeen

Mohamed El Deeb

Mohamed Diab

Mohamed Aboelwafa


1. Executive Summary.2. Social Media Definition

What is social media? Is Social Media and Social News The Same Thing? What Are Some Social Media Websites?

3. The need for social media. Maslow's Needs Hierarchy Has social media become a need?

4.

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Contents


This study aim to discuss the social media form the perspective of business and marketing, in another meaning we aim to study the social media marketing, advantages and disadvantages and what is the current situation in this regards.

We found a lot of sources that trying to study this new trend in marketing and showing the advantages and disadvantages of using it through variety types of business, therefore we will explore these opinions and go more deeply in this issue as a whole (social media marketing).

At the end of we will try to clarify the following:

The top 10 social media questions marketers want answered. The benefits of social media marketing. Commonly used social media services. Social media sites people want to learn more about. What can social media provide the users.

Businesses need marketing to help capture market share, introduce customers to new products and to drive sales. Just deploying a grab bag of marketing tactics, such as social media engagement, TV ads and a public relations blitz, does not do the job. Marketing tactics require a marketing strategy to guide them toward achieving the business goals.

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Executive Summary


What is the Social Media?

The first question that comes to our mind when we talk about Social media is that what is the Social media? What are its types? And is it available for everyone using the internet? So we need to find a definition that can define the social media first.

The best way to define social media is to break it down. Media is an instrument on communication, like a newspaper or a radio, so social media would be a social instrument of communication.

In Web 2.0 terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as Flixster (a social media devoted to movies and actors) recommending movies to you based on the ratings of other people with similar interests.

Think of regular media as a one-way street where you can read a newspaper or listen to a report on television, but you have very limited ability to give your thoughts on the matter. So Social media, on the other hand, is a two-way street that gives you the ability to communicate too.

Is Social Media and Social News The Same Thing?

It is easy to confuse social media with social news because we often refer to members of the news as "the media." Adding to the confusion is the fact that a social news site is also a social media site because it falls into that broader category.

But social news is not the same thing as social media any more than a banana is the same thing as fruit. A banana is a type of fruit, but fruit can also be grapes, strawberries, or lemons. And while social news is social media, social networking and wikis are also social media.

What Are Some Social Media Websites?

Now that we have answered the question of what is social media, we can move on to social media websites. Because social media is such a broad term, it covers a large range of websites. But the one common link between these websites is that you are able to interact with the website and interact with other visitors.Here are some examples of social media websites:

Social Bookmarking: Interact by tagging websites and searching through websites bookmarked by other people.

Social News. Interact by voting for articles and commenting on them.

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Social Media Definitions


Social Networking. Interact by adding friends, commenting on profiles, joining groups and having discussions.

Social Photo and Video Sharing. Interact by sharing photos or videos and commenting on user submissions.

Wikis. Interact by adding articles and editing existing articles.

And these websites are not the only social media websites. Any website that invites you to interact with the site and with other visitors falls into the definition of social media.

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Maslow's Needs Hierarchy

The hierarchy of needs is one of the best-known theories of motivation. Created by psychologist Abraham Maslow, the hierarchy is often displayed as a pyramid, with the most basic needs at the bottom and more complex needs at the peak.The four lowest-level needs are what Maslow referred to as D-needs (or deficiency needs). These needs are due to a lack of something and need to be satisfied in order to avoid unpleasant feelings and to move on to higher level needs. The uppermost needs in the hierarchy are referred to B-needs (being needs or growth needs) and involve the desire to grow as an individual and fulfill one’s own potential.

The question now is has social media become a need?

The following Info graphic shows the relationship between the human needs and social media let’s see

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The need for social media


1. Physical Need and Security

Apparently, physiological needs are not at all associated with social networks. We don’t eat Facebook to nourish us. That would be crazy. We definitely don’t stop breathing just because we can’t login on Twitter or Facebook. Let’s just leave it be and move on to the next one.

People need to feel safe and secure. In the real world that would pertain to having a house and a job but in the world of social media that would pertain to LinkedIn. How so? LinkedIn is a social network meant to connect employers to employees. In short, it is a network of professionals. It’s where you get a job or hire someone to do the job. In the human mind, LinkedIn means job which means security.

2. Belonging and Esteem

Who would have thought that Facebook and Google will still be at each other’s throats with regards to this? Obviously, these two social networks are replacements for people’s perception of belonging. If you are not on Facebook then you don’t belong. You might as well be called a social media outcast. Google plus is the same. People in this social platform seek to connect with friends, family and significant others.

Twitter on the other hand is one rung above Google and Facebook. It seems like Twitter is placed in a higher position in the hierarchy because of what people share on it. Even Dick Costolo, Twitter CEO, once said that Twitter was not created to connect people to other people. It was meant to connect people to events and relevant information. Twitter builds confidence and self-esteem for every tweet that is retweeted and for every follower a person gets. Even I get exhilarated whenever I get more Twitter followers or someone retweets one of my posts.

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3. Self-realization

Blogger, WordPress and Tumblr are online blogs that require a higher command in the English language. It’s like Squidoo or Hubpages, where a person needs to write quality hubs or lenses to be accepted by its community. However, I do beg to differ with regards to the inclusion of Tumblr, since this micro-blogging platform is mostly utilized for photo blogs and rarely on texts. Some posts are even ripped off from its sources. Squidoo and Hubpages are better examples.

The direct result for the above analysis is that social media networks and sites attract the business filed specially marketers, all marketers are searching about the customer or the potential customers so they will use the social media site whatever its type to reach these customers.

At the following part of the study we will try to focus on this issue, study how can marketers reach them customers via social media, what is the strategy and tools they can use to achieve them objectives, let’s move now to know how they can perform.

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The scope of the study:-

As we mentioned at the previous part of the study, there are more than one type of social media sites (SNS) at the real world, so we will focus on the most popular two types which are Social videos and social networks.

For the social videos we will focus on YouTube.

For the social networks we will focus on Facebook, twitter, and Linked in.

Below is the market share of the most commonly used social media vehicles.

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SNS Core Competences


1. Social Networks:

Historicalperspective

Founded on February 4, 2004 by Mark Zuckerberg with his college roommates and fellow Harvard University students.

created in March 2006 by Jack Dorsey, Evan Williams, Biz Stone and Noah Glass and by July 2006, the site was launched

Founded in December 2002 and launched on May 5, 2003,[3] it is mainly used for professional networking

Users Number

More than 500 millions more than 100 millions From 10 to 100 millions

Usage

Users must register before using the site, after which they may create a personal profile, add other users as friends, exchange messages, and receive automatic notifications when they update their profile. Additionally, users may join common-interest user groups, organized by workplace, school or college, or other characteristics, and categorize their friends into lists such as "People From Work" or "Close Friends".

an online social networking and micro blogging service that enables users to send and read "tweets", which are text messages limited to 140 characters. Registered users can read and post tweets, but unregistered users can only read them. Users can group posts together by topic or type by use of hashtags – words or phrases prefixed with a "#" sign. Similarly, the "@" sign followed by a username is used for mentioning or replying to other users

Allows registered users to maintain a list of contact details of people with whom they have some level of relationship, called Connections. The direct contact is 1st, 2nd and 3rd contacts are the contacts of the direct contacts. Users can :

1. Find jobs through contacts recommendations.

2. Upload their resume once.3. Post their own photos and

view photos of others.4. Follow different companies

and can receive notifications about the new joining and offers available.

5. Save jobs that they would like to apply for.

6. See who has visited their profile page.

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http://en.wikipedia.org/wiki/Friending

http://en.wikipedia.org/wiki/User_profile

http://en.wikipedia.org/wiki/Harvard_University

http://en.wikipedia.org/wiki/Mark_Zuckerberg

DemographicUsers

percentages

US23%

Germany8%

UK4%

Italy3%

france3%

mexico3%

spain3%

Canada2%

others51%

US31%

india10%

UK7%

Italy3%

france3%

mexico2%

spain4%

Canada3%

German

y2%

others

34%other

46%

US24%

in-dia 6%UK

5%spain4%

mexico4%

france 3%

canada 3%

german

y 2%

italy 2%

Users Gender and Education

43%

57%

MaleFemale

19%

81%

College No College

38%

62%

MaleFemale 8

4%

16%

College No College

50%

50%

MaleFemale 8

8%

9%

College No College unknown

Users Age Groups

13-17 Years 7%

18-

34 years 26%

35+years 66%

unknown1%

13-17 Years 7%

18-

34 years 37%

35+years 56%

13-17 Years 1%

18-

34 years 19%

35+years 80%

2. Social video:

YouTube is the most famous site in this regard; so the following section will discuss YouTube.

It is a video-sharing website, created by three former PayPal employees in February 2005 and owned by Google since late 2006, on which users can upload, view and share videos. The company is based in San Bruno, California, and uses Adobe Flash Video and HTML5 technology to display a wide variety of user-generated video content, including video clips, TV clips, and music videos, and amateur content such as video blogging, short original videos, and educational videos.

Most of the content on YouTube has been uploaded by individuals, but media corporations including CBS, the BBC, Vevo, Hulu, and other organizations offer some of their material via YouTube, as part of the YouTube partnership program.

Unregistered users can watch videos, and registered users can upload an unlimited number of videos. Videos considered to contain potentially offensive content are available only to registered users affirming themselves to be at least 18 years old. YouTube, LLC was bought by Google for US$1.65 billion in November 2006 and now operates as a Google subsidiary.

Both private individuals and large production companies have used YouTube to grow audiences. Independent content creators have built grassroots followings numbering in the thousands at very little cost or effort, while mass retail and radio promotion proved problematic.

The vast majority of videos on YouTube is free to view and supported by advertising. In May 2007, YouTube launched its Partner Program, a system based on AdSense which allows the uploader of the video to share the revenue produced by advertising on the site. YouTube typically takes 45 percent of the advertising revenue from videos in the Partner Program, with 55 percent going to the uploader.

More than 1 billion unique users visit YouTube each month.

Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth.

100 hours of video are uploaded to YouTube every minute.

80% of YouTube traffic comes from outside the US.

YouTube is localized in 61 countries and across 61 languages.

According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network.


Advantages and disadvantages of using Social Media:

Advantages:

• Create and maintain many relationships

• Information comes to you

• Provides ability to participate and contribute

• Professional networking

• SNS are free of cost

• Easy to communicate and connect with people

• Also we can track activities of competitors

Disadvantages:

• Addictive

• Online harassment

• Creating false profiles

• Chances of malware additions (viruses)

• Time waste

• Use of burglars for planning theft

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The main aim of marketers is to connect with the current and estimated customers; present their products to customers and push the sales power.

Social media - whatever its type- can play a very important and vital role in this connection and marketers could use these sites to reach them customers and know about their needs; favorites and likes.

At the following section we will focus on who can marketers using social media to serve their business and they effort of securing a place for they brands, in the online conversations taking place on social media web. .

The Importance of Social networks in Business:

• Social Networking is the best place to place your expert opinion.• Social networking is a big help for businesses.• It allows companies to build personal relationships with their customers.• It is needed for branding.• Online advertising has paved the way for more exposure to small businesses who couldn’t afford

to advertise on newspapers, TVs, and other media.

Objectives

• Brand building

• Awareness

• Creating loyalty

• Generating sales leads

• E-commerce

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Marketers and Social Media


Strategies in each particular site:

1. Facebook

Mainly used by freelancers, entrepreneurs, organizers, advertisers and anyone who wants to

connect with people.

Facebook has definitely great brand exposure. Users are able to get to know about the brand as

long as their friends are “connected”. Users are able to view the necessary information they need

to get to know about the brand. Advertising platform on Facebook could also increase your brand

awareness significantly within your target audience.

If you are organizing public events or gatherings, Facebook is a great way to send out invitations.

Invited people are also able to invite their friends for the event, depending on the privacy level

that you select.

If you are seeking for advertising to reach out to your target audience, Facebook could spread the

word for you as the advertisements would appear to those who have indicated the related interest

in their profile.

Unfortunately, in current days, the market is very crowded by competing brands which creates a

case of marketing noise, so most marketers have to rely on paid advertising in Facebook. However,

It is important to understand that what matters most to marketers is the “organic” engagement

on Facebook (likes / shares / comments) rather than the ones generated by “paid” advertisements

since the organic fans are more enthusiastic to spread the word about the brand rather than the

ones who were just passing by.

In Facebook, a brand is interested to increase the “People Talking about This (PTAT)” which

measures brand awareness, and hence success of marketing efforts. Below is an example of how

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PTAT can reflect certain indicators (CBC and MBC Masr in February 2014).

2. LinkedIn

LinkedIn‘s tagline “Relationships Matter” is very appropriate to show us what this social network

does. Believing that people relationships is a valuable asset, LinkedIn serves to help individuals and

companies to build and maintain them. This gives professionals an advantage to be more

successful and productive in their careers by leveraging on as well as contributing theirs to own

professional and trusted network.

LinkedIn is certainly favorable for branding for both individuals and companies. Users could get

themselves connected to a people in the same interest of work and industry to build a network.

Make the profile a complete one in order to leverage on this platform effectively.

Although LinkedIn core competencies lie mainly into the field of employment / consulting, but it

can be used as well by companies to market their products and services. So it allows attracting

prospective employees and prospective customers too.

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If you are looking for solutions for your current or interested industry, LinkedIn is a great place to

search for serious and professional answers. Be sure to phrase your question in a direct and

succinct manner as it would more authentic, and people are more willing to share.

And like Facebook pages for brands, LinkedIn company profiles can be “the voice of the brand” but

in a more professional manner than it is in Facebook.

3. Twitter

Twitter allows spontaneous interaction in real time. Twitter clients on mobiles are getting popular

and enable quick and easy communication. You would be able to track what people are saying

about you or your related business competitors.

Twitter allows engagement with people in a viral way. Loyal and satisfied customers or clients

would “retweet” messages that they would love to recommend. Through constant and vital

tweeting, your brand awareness would be enhanced. A short, sweet yet sufficient message would

serve as a great marketing gimmick.

Twitter is a practical and useful way of disseminating information of your organization online.

Offer useful information such that target audience and your targeted customers or clients would

be “following” you. To attract attention, use catchy and intelligent copywriting when tweeting. You

could also follow related people who are in your area of business and interest and you can be

assured of landing in the right network.

Twitter is a great tool for Marketing 2.0, customer support and feedback, since it is easier for

customers to share their feedback as short messages (and from mobile).

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The convenience and instantaneous nature of twitter dictates a similar instant response by

marketers. The only acceptable lag between a complaint / question and its response is 24 hours or

less.

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Conclusion

It is definitely not an exaggeration to say that social media websites are evolving to be (or are

already) integrated into our lives. Especially for the younger generation, they are growing up in a

world that seems smaller because communication has become much easier as compared to their

grandfathers’ time. Interaction with a complete stranger from another side of the world doesn’t

seem that strange after all.

The key is to remain competitive is to bring the resources to your advantage. Identify your needs

to attain effective communication and then choose the right channels to broadcast your message.

With more advanced technology, better accessibility and better user experience are made

possible. We can definitely expect a proliferation of social media websites and applications. People

are interdependent, and vital networking with others is definitely an asset.

It is important to build an integrated marketing strategy that is compliant with all social media

vehicles used. They need to be complementary but not identical. Also, each marketing message

(post / comment / share) should be compliant with the nature of the media used and the target

audience using it; for example, messages on Facebook should have an informal nature with

attractive pictures and promotes interaction, on Instagram, it should be closer to the amateur

society of such medium, while on LinkedIn, a more professional context is preferred.

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Communications initiated on one medium should continue that way, and not redirected to

another unless necessary. This would be like when calling customer support and then be

instructed to fill an online form.

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Documents

E-Marketing Social Media