SOCIAL MEDIA MARKETING
Lou Maurice
Joe Barbry

INTRODUCTION
2.0
SUCCESS
STORIES
The Fiesta Movement:
Ford re-entered the US subcompact-car market
with its Fiesta model in creating the buzz:
• 6.5 millions views on youtube
• 50 000 requests for information about the vehicle
• 10 000 cars sold in the first six days PepsiCo Strategy:
They created new varieting of its
Mountain Dew brand by collecting
customer insight via social network
More than 36 million of those new
products were sold
Levi Strauss:
They used social media to offer
location specific deals
400 direct interactions led
1,600 people in the company’s
stores
Many businesses are using social media as a
core part of their marketing strategy.
However social network marketing has not yet
been completely embraced by marketers

1 SOCIAL MEDIA: AN OVERVIEW

WHAT IS SOCIAL MEDIA MARKETING?
• The process of gaining website traffic or attention through social media sites
• Create contents that attracts attention and encourages readers to share it
with their social networks
• A corporate message spreads from users to users : a third-party source
• Social media comes in many forms, but the most popular are : Blogs, Social
Networks, forum and selection

WHAT ARE THE DIFFERENT SOCIAL MEDIA?
Social media networks
Visual social networks
Blogs
Communities
Answer hubs and groups

SOCIAL MEDIA STATISTICS:
KEY FIGURES
More than 800 millions active facebook
users. The average facebook user has 130
friends and is connected to 80 pages,
events and group
For the most part, facebook users said
they “Like” a brand on Facebook
because they are a customer (58%) or
because they went to receive
discounts and promotions (57%)
Facebook, Twitter and Youtube are now
considered cornerstones of most social-media
strategies in larger companies. 94% of them
said Facebook is one of their top three social
media platform priorities.

THE 4 i
FRAMEWORK
Involvement
consumer presence at the
different touch points with the
brand
Interaction
actions between the consumer
and the brand Intimacy
consumer’s affection
for the brand
Influence
the probability that the consumer
recommends the brand
THE STEPS OF SOCIAL MEDIA MARKETING

THE SOCIAL CONSUMER DECISION JOURNEY
• Compagnies
have
quickly
learned
that
social
media
works
:
in
2012,
39%
use
social-­‐media
services
as
their
primary
digital
tool
to
reach
customers
• The
number
of
compagnies
with
Facebook
pages,
TwiEer
feeds
or
online
communiFes
conFnue
to
grow
• MarkeFng
primary
objecFve
:
to
reach
consumers
at
the
moments
or
touch
points
that
influence
their
purchasing
behavior.
• Social
Media
MarkeFng
is
the
only
form
of
markeFng
that
can
finger
consumers
at
each
and
every
stage
:
from
when
they
are
pondering

SEGMENTATION ON SOCIAL MEDIA
1 MEMBERSHIP
Allows the site owner to collect and
share user demographic information
basic level: age, sex and
geographic location
high level: work location and
company, educational level and
location
2 USER GROUP SELECTION
Small tribes of like-minded
associates.
school/work based, interest based,
music focused...
information create spontaneously
by members themselves

HOW MARKETERS ARE USING SOCIAL
MEDIA TO GROW THEIR BUSINESS
Marketers place high value on
social media, 83% indicate
that social media is important
for their business
Measurement and
targeting are top
areas marketers
want to master
Video marketing holds the top
spot for future plans. 76% of
marketers plan on increasing
their use of Youtube and video
marketing
Build business exposure,
increase traffic, provide
marketplace insight
The majority of marketers are
using social media for at least
6 hours each week

MEASURING RETURN ON SOCIAL NETWORKING
Homepage
adverts
Social
Impressions
Organic
Impressions
Earned
Media

ADVANTAGES AND CONSTRAINTS
OF SOCIAL NETWORKING
ADVANTAGES
Better targeting
High return on investment
Does not require specialisation
or vast technical skills
Works better that online adverts
campaigns
increase visibility
CONSTRAINTS
Difficult to quantify
Cost of content creation
Lost of control of content
Problem of scale

THE FACEBOOK CASE:
USE IT TO CAPTURE CONSUMERS
Facebook : 800 million potential customers
4 strategies to be connected with customers on facebook:
Promotions, crowd sourcing, check-ins, Advergaming
2

PROMOTIONS
• The
key
:
to
treat
«
fans
»
differently
by
providing
access
to
offers
and
informaFon
• The
means
:
providing
facebook-­‐only
discounts
and
sneak
peeks
at
upcoming
products.
• A
relevant
example
:
Lowes
ran
a
campain
on
Facebook
in
which
it
offered
a
limited
number
of
items
at
ridiculously
low
prices
for
fans
only
-­‐>
not
only
exisFng
customers
but
also
drive
new
customers
to
like
Lowes’
facebookpage.

CROWD SOURCING
• The
key
:
involve
customer,
create
interacFons
• The
means
:
offer
a
potenFal
deal
to
Facebook
fans
that
is
only
acFvated
if
enough
fans
«
like
»
the
promoFon
• A
relevant
example
:
2011,
Gap
asked
its
fans
to
comment
on
its
new
logo
design.
AVer
a
barrage
of
negaFve
feedback
from
fans,
Gap
invited
them
to
submit
their
own
design.
Responding
to
customer
outcry,
Gap
ulFmately
restored
its
original
logo

CHECKS IN
• The
key
:
increasing
store
traffic
and
sales
• The
mean
:
provide
advantages,
for
example
electronic
coupons
and
loyalty
points,
when
customers
check
in
at
arrival.
• A
successful
Example
:
last
year
REI
drove
traffic
to
its
store
by
offering
$1
donaFons
fo
every
check-­‐in
with
a
ceiling
of
$100
000
.
Many
companies
as
Starbuck
for
example
updated
the
idea

ADVERGAMING
• The
key
:
Reinforce
brand
image
and
assist
promoFon
by
word
of
mouth
or
«viral
markeFng»
• The
mean
:
Make
the
consumer
discover
the
brand
values
through
advergames
inspired
by
famous
arcade
game
concepts.
• A
successful
Example
:
The
innocent
fruit
picker:
health
warning,
highly
addicFve.
The
Longevity
and
Shareability
in
parFcular
rank
this
amongst
the
best
Facebook
Apps
out
there
currently.

CASES STUDY:
LAYS AND HEINEKEN3

LAY’S FACEBOOK CONTEST
Lay’s created a social media campaign to let fans create a new flavor of chip.
$1 million prize for the winning flavor, Lay’s went all out in incentivizing fans to participate in the
contest.
3.8 million submissions between July 20 and Oct. 6 in 2012.
Lay’s then narrowed down the choices to the top 25 flavors which they manufactured and tested,
and then finally landed on the top three of Cheesy Garlic Bread, Chicken & Waffles, and Sriracha.
In 2013, fans were able to purchase these three flavors in stores, and then vote on Facebook or on
Twitter for their favorite flavor and decide the million dollar winner.
Massive undertaking 12% increase in sales.

HEINEKEN INSTAGRAM CASE
CRACK THE US OPEN
One of the most innovative Instagram campaigns of the year, re-imagining how to use the Instagram
platform for a fan contest.
Heineken created a new Instagram profile for the contest, @Crack_the_US_Open, and stitched
together a panorama using hundreds of photos depicting tennis fans sitting in the grandstands.
Heineken started the massive photo hunt by posting a clue and codeword on their Instagram
account and fans had to search for the correct fan and comment on the correct photo with the
codeword to win a pair of tickets to the US Open.
Over the course of 3 days, 1,500 people participated in 7 photo hunts and grew Heinken’s Instagram
follower count by 20%.
One-off campaigns on new social
accounts like this one are a great way to run
social media contests that can be more
creative and don’t clutter or disrupt the
strategy of official accounts.

CONCLUSION
Social Media Marketing is primarily internet-based but has similarities with non-internet-
based marketing methods (word-of-mouth marketing).
The social media marketing is a great tool to target efficiently the right
people and above all to create viral messages.
Marketers can benefit from the low cost and potentially wide reach of viral messaging
through SMM. However a key hurdle is finding a subject that is humorous/fascinating/
controversial enough to be worth recipients passing it on.
It is not possible to design a «Viral Campaign», they just happen.

SOURCES
• Tamar Weinberg., «The New Community Rules: Marketing on the Social Web», Published O'Reilly
Media, First edition, 2009.
• Trattner, C., Kappe, F., «Social Stream Marketing on Facebook: A Case Study International Journal
of Social and Humanistic Computin» (IJSHC), 2012.
• Paul Gillin., «The New Influencers: A Marketer's Guide to the New Social Media», Linden
Publishing , 2007.
• Nicklin Terry, "Cambridge Marketing Handbook: Digital", 2013
• Belew Shannon, The Art of Social Selling : Finding and Engaging Customers on Twitter, Facebook,
LinkedIn, and Other Social Networks, 2014