PPTX. Guest Lecture Presentation. Northern Illinois University College of Business. November 15, 2010.

1. How Big Business Utilizes
Social Media
Michael A. Gaspar
Northern Illinois University
UBUS 310
Dr. Tim Aurand

2. What is social media?
• Marketing tools that are intended to create and foster
relationships between businesses and consumers in hopes
of meeting the needs and expectations of both parties
involved
• Ideally adds value to the consumer experience
• Combination of marketing strategy and social networks
• Microblogs, resources, articles, video, blogs, applications

3. Social Networks
• Platforms on which social media marketing can be
implemented
• twitter, foursquare, facebook, You Tube, LinkedIn

4. Twitter
• twitter is a microblog social network that
allows users to share thoughts, links,
resources, and create relationships in 140
characters
• Roughly 15 million active users, business to
social
• Implications for both B2C and B2B

7. Facebook
• facebook is the veteran social network,
incorporating applications, fan pages, and
profiles to stay in touch with community
• Roughly 500 million active users, business
to social
• Implications for both B2C and B2B

9. Foursquare
• Foursquare is a geolocation-based social
network that uses your laptop’s and mobile
device’s GPS to allow you to check-in to
various points of interest, share them with
your network, and leave suggestions and
reviews about businesses in the area
• One check-in per second, business to social
• Mostly B2C; B2B

11. You Tube
• Video sharing community ranging from
professionals to private users
• 2 billion + views per day
• B2C; some B2B implications
Old Spice Video

12. LinkedIn
• LinkedIn is a professional networking
community that allows you to connect with
and sustain contacts that help drive new
business
• Roughly 60 million users
• Mostly B2B

13. Other Media
• Blogs
• White Papers
• Publications
• Mobile Applications
• SMS/Text
• Powerpoint and Document sharing

14. Social Media for b2c
• Designed to holistically bind all marketing tools
• Create value for consumers
• Brand monitoring
• Marketing metrics and research
• Customer support

15. via MIT Hoffman Business Review Fall
2010

16. The Theory Behind SM
Brand Awareness
Brand Engagement
Word of Mouth
CONVERSION

17. Questions