Social Media Marketing

© 2014 Berlin Asong. All rights reserved. 2
Learning Objective
I. Analyse the growing importance of social media marketing.

Explain the factors that are driving the trend towards social
media marketing.
Evaluate the value of social media marketing for organisations.
1
2
At the end of this session, you will be able to…

Which online social networking sites
or apps do you use nowadays?
5minutes

© 2014 Berlin Asong. All rights reserved.
Online Social Networking Sites I Use Nowadays
5

Think about your favourite online social
networking site or app; what do you use it for?
5minutes

Activities I Engage in on my Favourite OSN Site/App
8

Let’s tidy all what we’ve written down into a framework of what
the consumer does on online social networking sites, using the….

Need Recognition
Information Search
Evaluate Alternatives
Purchase
Consumption
Post-purchase
Evaluation
TheConsumerBuyingProcess

Need Recognition
Information Search
Purchase
Consumption
Post-purchase
Evaluation
Discovering
Searching
Comparing
Buying
Showing
Reviewing

Discovering
Searching
Comparing
Buying
Showing
Reviewing
The consumer is performing these
activities on social media, right now.

?SOCIAL MEDIA

Social media are online platforms that allow users to
interact, to share content, and to create content collectively.
Schoen et al. (2013), “The Power of Prediction with Social Media”. Journal of Internet Research, vol. 23, no. 5, p. 531

Social media

?SOCIAL MEDIA
MARKETING

Social media marketing is a system that allows marketers
to engage, collaborate, interact, and harness collective
intelligence crowd-sourcing for marketing purposes.
Chikandiwa, S. T., Contogiannis, E. and Jembere, E. (2013), “The Adoption Of Social Media
Marketing In South African Banks”. European Business Review, vol. 25, no. 4, p. 366
“
”
— Definition 1 —

Social media marketing is the process of marketing a product,
service or brand through consumer and organisational dialogue,
using online platforms (e.g. Facebook, Twitter, YouTube) and tools.
— Definition 2 —
Adapted from Campbell, C., Ferraro, C. and Sands, S. (2014), “Segmenting Consumer Reactions To
Social Network Marketing”. European Journal of Marketing, vol. 48, issue. 3/4, p. 433

Social media [marketing] is a
fundamentally new type of marketing….
Source: IBM, 2014
“
”

Source: mediabistro.com, 2013

What factors are driving the trend
towards social media marketing?
20minutes

Factors Driving the Rise of Social Media Marketing?
22

Many factors have been advanced as to why organisations
are embracing social media marketing. Let’s examine a few.

Social media is popular among consumers. Many consumers
are spending more time on social media than traditional media.
1

Source: Search Engine Journal, 2013

Source: Digital Insights 2014

Need Recognition
Information Search
Purchase
Consumption
Post-purchase
Evaluation
What is the consumer doing on social media?2
Discovering
Searching
Comparing
Buying
Showing
Reviewing

Social media is enabling marketers to understand
and interact with customers, easily and faster.
3

Social media marketing is relatively less expensive.
4

Rapid adoption of social media.
Explosion of mobile devices.
High consumer engagement on mobile devices.
Line between offline & online marketing is blurring.
Low cost of social media.
Etc.
Drivers of Social Media Marketing

Some have said social media marketing is a “passing
fad”. Prepare a counter argument, explaining what social
media marketing can accomplish for organisations.
20minutes

Branding: awareness | excitement
1

Monitoring: consumer sentiments in real-time
2
Market research

Click slide to monitor real-time public
sentiments towards UK party leaders based on
twitter feeds. Internet connection is required.
Source: Kantar, 2014

You can’t really tell who paid attention to that television
ad, but you can tell who watched your YouTube ad all
the way through, and who liked it, and shared it.
Source: Tara Hunt, 2013
“
”

Responding: customer queries | blunders
3

G.M. uses social media to manage
customers and its reputation affected
by car ignition problem.

Amplifying: existing marketing campaign.
4

Buzz: excite customers & prospects
to keep talking about your brand.
5

Nike’s Risk Everything campaign was the most viewed commercial on the internet, during the
2014 FIFA World Cup tournament in Brazil. Over Twenty-three million people have liked,
retweeted or commented on The Last Game sequel, making it one of Facebook's most shared
posts ever.— Source: Nike, 2014
Picturesource:nike.com

Tesco recently introduced a scheme called “the Orchard”, aimed at
creating online buzz about its new product ranges.

Crowdsourcing: tap customers and prospects
for new product ideas, advice, etc.
6

Starbucks white cup contest, requesting customers and prospects to decorate a Starbucks cup
with customised art. Then take a picture of it and submit their entry on social media using the
#WhiteCupContest. The winner’s design would be used for a limited edition Starbucks reusable
plastic cup.

Sales: drive online and offline retail sales.
7

Branding.
Monitoring.
Responding.
Amplifying.
Buzz.
Crowd sourcing.
Sales.
Goals of Social Media Marketing
Adapted from McKinsey Quarterly, 2012

Is “social media marketing” same
as “social media advertising”?

Social Media Marketing

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