Social media marketing 29 9 2014

Social media in marketing

Juha Niemi | September 29th 2014 | Laurea University of Applied Sciences | Kerava

Introduction

▪ Myself– Juha Niemi– Graduated from Laurea in June 2014– Now working at Laurea Marketing and

Communications

▪ The presentation– First half:▪ Social media in general, social media channels, pros

and cons, forms of advertising, discussion– Second half:▪ Good social media brand practices, examples, five

tips for your social media presence, Laurea in the social media, discussion and questions

Juha Niemi | Laurea University of Applied Sciences | 29.9.2014

Social media marketing in general

▪ Social media has become one of the key channels in the marketing mix

▪ 72% of all internet users are now active on social media

▪ Easy access– 60% of time spent in social media is on mobile devices (businessinsider.com)

▪ Cost-effective– Advertising costs pennies, word-of-mouth costs nothing▪ Paid, Unpaid Word-of-mouth

▪ Great way to engage users, fans and customers

▪ Thanks to advanced analytics, accurate targeting is easy >< traditional media


Social Media Channels


Google+

Snapchat

Tumblr.

Whatsapp.

Social Media Channels


Most popular among well-educated users

The largestSecond biggest search engine in the world

Fastest growing.

68% of users are women

79% percentage of users are over 35 years old


Social media channels by size

0

200

400

600

800

1000

1200

1400

11941000

255 181 150 70

(Millions of users)


Facebook

Pros

▪ Biggest, best-known social media channel

▪ The best way to reach large audiences

▪ Offers wide variety of services for advertisers

Cons

▪ Biggest, best-known social media channel– Leads to information flooding to users– Users can’t see all the posts on their newsfeed even in they wanted to

▪ Has already attracted lots of advertisers– Competition in the advertising market (nothing compared to the traditional media)


Assignment: Pros and Cons

▪ Youtube

▪ Twitter

▪ LinkedIn

▪ Instagram

▪ Pinterest


Social Media Advertising Forms

▪ Social networks offer different types of advertising options for marketers

▪ Paid advertisements– Companies pay the network for predefined advertisement spots,

better reach or more targeted demographics

▪ Unpaid advertisements– Company posts their advertisement, and it reaches their followers

who can share comment or like the advertisement

▪ Word of mouth advertising– User comments, reviews, experiences etc. that are posted in the

company profile can are shared to other users as well

▪ No form of advertisement is always better than the other, each have good and bad sides

Paid advertisement

Advertisement Word of mouth

- Costs money- Easily

recognisable- Reaches lots of

people- Can be targeted

specifically

- Free- Harder to detect- Less reach- Hard to engage

people

- Free- Easily shareable- Highly effective- Hard to come by


Social Media Advertising Forms

What Good SocialMedia

Practices Do You Know?


Google+

Snapchat

Tumblr.

Whatsapp.

Timing: Samsung


Ellen DeGeneres’ selfie at the 2014 Oscars was fully planned and put together by the events main sponsor Samsung. Taken with Samsungs new Galaxy phone, the photo spread quickly world wide.With over 3 million retweets and over 900 mentions of Samsung per minute, the product placement was a huge success for Samsung.


Image building: Finnmatkat

In the tourism business, image is a big factor in sales, so it is important to build that image through social media.

Finnish travel company Finnmatkat uses their Instagram page to give audience previews of the vacation spots, give insights in to travelling, and also introduce the Finnmatkat employees to their followers.


Customer service: DNACell phone operator DNA is very active on Twitter (and in the social media in general). They have an account for customer feedback, and are known for their interaction with Twitter users.

Last week, TV-personality Arman Alizad tweeted about seeing the new iPhone in Greece, and wanting it for himself. DNA reacted immediately, and on the next day, they were waiting for Arman at the airport with a new iPhone. The marketing stunt gained a lot of attention in Twitter.

https://www.youtube.com/watch?v=U_yu1LvcdMQ












Information distribution: K-Citymarket

The more traditional way to use the social media is to inform followers and fans about the news and other information going on in the company.

Finnish grocery store chain K-Citymarket is among the most liked Finnish brands in Facebook, especially in the 35+ demographic, by simply releasing their new campaings, discounts and news on Facebook. The company also hosts competitions in Facebook.


Behind the scenes: Finnair

Finnair has encouraged their employees to use the social media to promote the company image and let their followers and potential customers to see behind the scenes.

Finnair pilot Tomi Tervo posts images of views, airplanes and other things he comes by during his working hours regularly on Instagram.

Customers appreciate being taken to places they can’t otherwise see, and travel has a lots of great opportunities for that.


Assignment: Great practices

▪ Find a great post by a company or brand that you are following on social media, and share it with the class

▪ Tell us what you thought was good about the post, and why are you following the brand in question.

▪ Time: 5 minutes


5 Tips For Your Social Media Presence

▪Be active.▪Engage users.▪Get to know the experts in your field.▪Copy and enhance.▪Be open.


Laurea in the Social Media

▪Facebook: Laurea University of Applied Sciences▪Twitter: @Laurea_UAS▪ Instagram: Laurea_UAS▪Pinterest: Laurea_UAS▪Youtube: Laurea_UAS

Thank you all!


Twitter: @juhaniemi7 LinkedIn: Juha NiemiSlideshare: JuhaNiemi3