Ever wondered how social media marketing is different from traditional marketing? Here's the presentation that will straighten out your question marks.
How to Get Started in Social Media for Art League City
Social Media Marketing vs. Traditional Marketing
1. Social Media Marketing
Not Your Grandmotherʼs Marketing#
How Social Media Marketing
Differs from Traditional Marketing" Anna Sandgren"
Herringbone
August 2012"
linkedin.com/in/annasandgren"
2. [soh-shuhl mee-dee-uh]"
social media noun pl but singular or pl in constr "
"
Definition of SOCIAL MEDIA#
: forms of electronic communication (as Web sites for social
networking and microblogging) through which users create
online communities to share information, ideas, personal
messages, and other content (as videos) "
"
First Known Use of SOCIAL MEDIA#
2004"
*www.merriam-‐webster.com
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3. So, whatʼs the difference?#
Social media marketing Traditional marketing is
is designed to reach an designed to reach an
audience ONLINE." audience OFFLINE."
" "
Some examples are:" Some examples are:"
• Blogs" • Newspaper ads"
• Facebook" • Brochures"
• Twitter" • Trade show booths"
• LinkedIn" • TV, radio"
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4. Is social media for you?#
Most definitely, if you:"
• Want to create an online community for your
brand and products rather than a hard sell."
• Donʼt have a lot of time on your hand."
• Have a tight budget. "
• Want to create buzz and awareness for your
brand and/or products."
• Want to get the attention of customers around
the clock."
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5. Is social media for free?#
Rumors has it that it is, but itʼs not.
Many social media services and tools are free,
such as Facebook, but you need someone to
spend their time and effort. "
"
And as we all know.. Time is money! "
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6.
Although social media isnʼt for free, compared to
traditional marketing, it is
relatively cheap. "
Superbowl ad 2012"
$3.5 million for a 30 second spot"
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7. It has been estimated that the average cost of
producing a 30-second national TV commercial is
nearly $350,000, where a large part is the cost of
airing it."
$350,000" Create your own video with your smartphone/flip
camera for barely any cost at all. Make it go viral!"
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8. Another example of how social media
marketing can be a cheaper alternative to
traditional marketing…"
A typical print ad in a national Facebook ad "
magazine can cost you $ is up to you and what works "
$40,000+" for your budget"
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9. Measuring social media results#
Measuring social media ROI can be tough,
since ROI is pure dollars and cents."
Each business or campaign should have its
own social media objectives to measure. "
E.g. it could be:"
• Followers " "" • Opt-ins " ""
• Tweets, retweets etc." • Newsletter sign-ups"
• Mentions" • Purchases"
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10. Virality#
Social media provides channels
for content, e.g. YouTube videos,
that have the potential to go viral
and spread across the web in a
way that traditional marketing canʼt. "
"
To inform new users about you, you can build and
highlight your social proof. "
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11. Hold your horses now!
Social proof… what is that?#
Itʼs the positive influence created when someone
finds out that others are doing something. Itʼs also
known as informational social influence.#
-Aileen Lee, Kleiner Perkins Caufield & Byers "
"
Friends inviting friends (friend-to-friend marketing) to
play through Facebook and other social networks helped
Zynga grow from 3 million to 41 million average daily
users in just one year, from 2008 to 2009.
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12. See quick results with social media#
With traditional marketing it often takes time before
you see your finished creation. "
"
E.g. from the moment you write copy for a
company or product brochure it takes a while
before your customer holds it her hand. "
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13. With social media you can develop content and be
seen by thousands of visitors within a few hours…
or immediately."
1,000+ people have watched Jelly Bellyʼs YouTube video
showing the winner of a cupcake design contest.
"
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14. Use social media to improve
customer relationships#
Customers often speak their minds about brands
and products in social media. Make sure to be
there to correct negative comments.
A Yelp review of a San Francisco restaurant: "
Response from the
restaurant:"
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15. And donʼt forget to reach out to customers and
fans that mention and praise you. "
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16. There are so many social media
channels, do I have to be on all of them?#
No, you donʼt!"
"
Relax! Find the channels that works best for you,
your business and your target audience to build
your reputation, interact with your fans, and bring
in leads."
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17. What if I donʼt have the time to
be on Facebook all day long?#
Donʼt worry!"
Set aside a certain amount of time each day or
each week. There are tools to help you monitor
your social media all in one spot and become more
efficient. "
"
If itʼs too overwhelming thereʼs help to get.
Consider hiring someone with expertise in social
media. "
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18. So now I donʼt have to do any
traditional marketing at all?#
Social media might save you time and money, but donʼt ignore
traditional marketing. In order to succeed you should find a healthy
balance of both. Even if youʼre doing business online exclusively,
traditional marketing has its benefits: "
"
• A good way to interact with the local community and regional
residents."
• Successful client and business relationship building."
• Product sampling and taste-testing."
• Participate in speaker engagements at events and conferences."
• Finding audiences that arenʼt always online. "
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19. Conclusion
"
Compared to traditional marketing, social media
marketing is a smart and often more affordable
way to quickly find and interact with customers and
fans of your brand and/or products online. "
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20. Want to know how you can make your
business successful with social media?#
Contact us today to find out how we can make your brand social."
"
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