First lecture of basics in Social media marketing. Material taken from here and there.

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SOCIAL MEDIA
IN MARKETING
Johanna Heinonen
6.9.2010

2. DEFINITIONS
Social media is a type of online media that expedites
conversation as opposed to traditional media, which
delivers content but doesn't allow readers/viewers/listeners
to participate in the creation or development of the content.
User generated interaction!
The term social media describes media that is posed by the
user and can take many different forms. Some types of social
media are forums, message boards, blogs, wikis and podcasts.
Social media applications include Google, Facebook and
YouTube.
Social media is an umbrella term that defines a numerous
activities that integrate technology, social interaction and the
construction of words, pictures, videos and audio
Social media is about people, community, participation,

3. The old communication model was
MONOLOGUE
The new communication model is
DIALOGUE
Social Media is
Transparent, Inclusive, Authentic,Vibrant,
Complex, Consumer driven
Social Media is about
People, Community, Participation, Dialogue,
Influence

4. Social Media or social media
Social Media refers to socialization of
information, while social media is a
concept for the tools for conversation
These tools are for instance profiles, tags,
tarckbacks, comments, memos, blogs,
wikis, RSS, basic HTML, videos, pictures,
virtual worlds etc.
Social networks (e.g. Facebook) are only
one form of social media

5. HOW TO CREATE A SOCIAL
MEDIA STRATEGY?
Gather background facts
Get insight what people are talking about you
Set goals
Decide the media your target group follows
Build brand visibility / Provide real value!
Influence and promote continuosly
Recruite influencers to spread your message.
Build relationships! Engage!
Be fast, open and personal! Participate actively!
Measure the results!
Learn to accept and learn from criticism!

6. STRATEGY BEFORE TACTIS
Correct way of creating the Social Media Strategy
RESEARCH, PLANNING, LISTENING… TACTICS
80 % 20 %
Gathering background information of FB,Twitter, iPhone, blogs,
competitors, customers, markets, laws, culture, videos, wikis, etc.
own company and its possibilities, different
channels etc.

7. Social Media Strategy
Your brand
Engangement Brand Loyalty
Brand Personality Product Insights
Customer service Service Feedback
Your target group

8. Tomorrow’s consumers are today’s
”digital natives”
Tomorrow’s consumers spend over
16 hours/week online and 96 % of
them have joined a social network.
They have an average of 53 online
friends.
THEY DON’T CARE ABOUT YOUR
AD – THEY CARE WHAT THEIR
FRIENDS THINK!

9. HOW TO BE SUCCESFUL IN THE
SOCIAL MEDIA?
Listen!
Participate!
Give up the control!
Engage!
Don’t let people down!

10. REMEMBER!
Social Media is not free!
It doesn’t work overnight
You can fail badly in Social Media
Social Media is just basic everyday
communication

11. Marketing plan contents
1. Introduction and idea
2. Analyses
2.1 Organizational analysis WHERE ARE WE NOW?
2.2. Competitor analysis • Facts
2.3. Demand analysis •Information from different sources
2.4. PEST analysis
2.5. SWOT
3. Strategical decisions WHERE ARE WE GOING TO?
3.1. Target group • Your own definitions about the most reasonable
3.2. Strategical values target group, the values / adjectives this target group
3.3. Goals and objectives for marketing plan respects and the goals for this marketing plan
4. Implementation HOW TO GET THERE?
4.1. Product • Your own ideas/suggestions of the implementation
4.2. Price based on the facts you have gathered earlier and put
4.3. Place under the topics of 5P
4.4. Personnel • Strategical values should be seen in each of 5p’s
4.5. Promotion and this should be written in the report, too
• In the report ther must also be the ways how the
5. Budget, timetable and responsibilities
defined implementation (5p’s) helps in reaching the
6. Follow-up goals