Social Media Marketing

By: A. Bryon Sabol

University of Virginia School of Continuing and Professional

Studies Fall 2010

What is Social Media? • Social media are primarily Internet- and mobile-

based tools for sharing and discussing information among human beings.

• Consumer Generated Media (CGM).• Like all marketing, it’s about relationship building.

Social Media ForumsSocial Profiles: Websites where friends,

colleagues, and like-minded people connect and interact.

Social Media ForumsBlogs: Websites, often maintained by

individuals, with regular entries of commentary, descriptions of events, or other materials such as graphics or videos.

Micro-blogs: A form of multimedia blogging that allows users to send and publish brief text updates or “micromedia” such as photos or audio clips.

Social Media Forums

Social Media ForumsWikis: Websites that allow the easy creation and

editing of any number of interlinked web pages

Social Media ForumsPodcasts: Audio or video files that are released

periodically and can be downloaded via the web.

Social Media ForumsPicture and video sharing: Posting and sharing

of photo or video files via the internet.

Social Media ForumsQuestion and Answer sites: Posting and sharing

of questions and answers to any topic.

Social Media ForumsMobile and location based social networking:

Check in at locations and connect with friends and businesses.

Businesses & Social MediaAccording to a 2009 Forrester Research survey of 1,217 business decision makers worldwide late last year, 95% use social networks to some extent.

And 53% of more than 300 marketers planned to increase social-media marketingspending this year, according to a Forrester presentation in April.

The share of Americans 18 and over online who use a social-networking service more than quadrupled to 35% in 2008 from 8% in 2005, according to Pew Internet & American Life Project.

More than 300,000 businesses — one-third of them small businesses — have a presence on Facebook. Members of its fastest-growing demographic — those 35 and older — have enormous purchasing power, a powerful incentive to marketers.

Benefits of Social Networks•Social Networking allows the consumer to communicate

with you in mediums they are comfortable using.

•Allows the consumer to reach out to you for relationship building.

•Link generation and SEO. Google, Bing, and Yahoo recognizes “buzz” over the internet about websites and then rank them higher in search results.

• Inbound Marketing - allow consumers who are actively searching for a product to find you easier.

• “Real time” marketing analytics and results.

How are companies using these platforms?

• One-to-Many Communication

• Relationship building

• Customer Service

• Who’s talking about you and why

• Enhancing their brand presence on the Internet

• Sales Promotions and Lead Generations

• Public Relations, good news promotion, & controlling the corporate narrative

Purchase

The Social Web

Awareness Consideration

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Consumer Generated Media

Purchase

The Social Web

Awareness Consideration

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Controlling Discussion on the Social Web

Purchase

The Social Web

Awareness Consideration

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Means of Persuasion

Logos(Appeal to logic and reason)

Pathos(Appeal to emotions & values)

Ethos(Appeal to ethics & integrity)

Who uses Social Media?Teens (12-17)

Gen Y(18-32)

Gen X(33-44)

Younger Boomers (45-54)

Older Boomers(55-63)

Silent Generation(64-72)

G.I. Generation(73+)

All Online Adults

Go Online 93% 87% 82% 79% 70% 25% 31% 74%

Send Instant Messages

68% 59% 38% 28% 23% 25% 18% 38%

Use Social Networking Sites (SNS)

65% 67% 36% 20% 23% 11% 4% 35%

Create a SNS Profile

55% 60% 29% 16% 9% 5% 4% 29%

Read Blogs 49% 43% 34% 27% 25% 23% 15% 32%

Create Blogs 28% 20% 10% 6% 7% 6% 6% 11%

Watch Videos Online

57% 72% 57% 49% 30% 24% 14% 52%

Play Games Online

78% 50% 38% 26% 28% 25% 18% 35%

Pew Internet & American Life Project

Blogs

Blogs and Podcasts The most important PR tool for spreading good news about your The most important PR tool for spreading good news about your

company.company. Making it easy for people to find you and share your information Making it easy for people to find you and share your information

for you. for you. Brand yourself as the expert in your field. Brand yourself as the expert in your field. Highlight topics of your success and expertise.Highlight topics of your success and expertise. Increase your presence in markets you wouldn’t consider Increase your presence in markets you wouldn’t consider

otherwise.otherwise. Search Engine Optimization.Search Engine Optimization.

Spreading Good News Company blogs promoting the good deeds of the organization. Company blogs promoting the good deeds of the organization. Highlighting popularity. Highlighting popularity. When bad news arises, you have a collection of good news to fall When bad news arises, you have a collection of good news to fall

back on.back on.

Blog Exercise

Let’s take a five minute break! About 0 minutes ago from Blogger

Why Facebook Matters•Growing Fast. Facebook has over 500 million members. In April, they spent 13.9 billion minutes on Facebook, up 700% from April the year before, says Nielsen NetView.

•More than 120 million users log on to Facebook at least once each day

•More than 8 million users become fans of Pages each day

•More than 5 billion minutes are spent on Facebook each day (worldwide)

•There are more than 65 million active users currently accessing Facebook through their mobile devices.

•Powerful Analytics and Insight tools that could rival Google.

•Facebook Fan Pages can be an engaging experience

Facebook Intro through Prezi

•http://prezi.com/3c1b1vepqws3/facebook-introduction/

Let’s break for lunch! About 0 minutes ago from Facebook

Why Twitter Matters•Twitter has about over 114 million users who each day produce a staggering amount of tweets.

•Growing Fast: 40 million users last January.

•Breaking News.

•Powerful search engine provides faster results than Google.

•If you have a good/bad product, you could hear about it instantly.

40% of Tweets “Pointless Babble”

40.55% of the total tweetscaptured “Pointless Babble”according to Pear Analysis study on tweets.

Conversational was avery close second at37.55%,

Pass-Along Value wasthird at 8.7% of thetweets captured.

Tweeting a disaster•Plane crash tweetings.

•Safety. Mumbai. People immediately started tweeting each other warning them to avoid dangerous parts of the city and hotel.

• Iran Election. Exposed lies of government, media, and atrocities committed against protesters.

Profile of a Twitter User

• Lower-income households are more likely to use Twitter than are more affluent Americans. Some 17% of internet users in households earning less than $30,000 tweet and update their status, compared with 10% of those earning more than $75,000 annually.

• The median age of a Twitter user is 31. In comparison, the median age of a MySpace user is 27, Facebook user is 26 and LinkedIn user is 40.

• Twitter users are slightly more racially and ethnically diverse than is the full U.S. population, most likely because they are younger -- and younger Americans are a more ethnically and racially diverse group than is the full population.

• Twitter users are also slightly more likely to live in urban areas, with 35% of Twitter users living in urban areas (compared with 29% of all internet users) and just 9% of Twitterers and status updaters living in rural areas, compared with 17% of internet users.

19%

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Percentage by age groups who have used Twitter

Pew Research Center

Twitter Users More Mobile in News Consumption

7%17%

6%

14%

60%

76%

65%

52%

Pew Research Center

Basics of TweetingTweets (aka, your microblog entries). 140 characters in length. All of your entries are sent to people following you.

To send a message directed at someone you use the @ sign.

To hashtag a word and have it included in a discussion group you use a # sign.

An example of hashtagging from our slides is: #Charlottesville Stay away from Ivy Road. Construction blocking traffic.This will send the message to a discussion group.

To send a message to your contacts that someone else has posted use RT (re-tweet) in front of the re-tweeted message.

An example of a re-tweet is:

Check this out: RT @bsabol Apple announces that they will sell iPhones in WalMart for $99.

Basics of TweetingAdd pictures to your Tweets with TwitPic and Flickr.

Adding videos to your tweets with 12seconds.tvand YouTube

Let’s take a five minute break! About 0 minutes ago from Twitter

Ping.fmUpdate Facebook, Twitter, MySpace, and other Social Networking sites from one location.

HootSuiteBusiness Efficiency Tool

• HootSuite allows you to manage multiple accounts and multiple users

• Schedule Tweets

• Automatically tweet blog posts

• Provides analytics on clicks and followers

• Integrates with Facebook through Ping.fm.