Social Media Marketing

1. Social Media Marketing Direct Quote From Source: https://en.wikipedia.org/wiki/Social_media_marketing , 2015. Prepared by: Celeste Ng, 2018

2. Source: Wikipedia, September 2016, https://en.wikipedia.org/wiki/Social_media_marketing

3. Adapted from Source: Wikipedia, September 2016, https://en.wikipedia.org/wiki/Social_media_marketing

4. Social Media Strategies • There are two basic strategies for engaging the social media as marketing tools: • The passive approach • The active approach

5. Strategies (1)The PassiveApproach • Social media can be a useful source of market information and customer voice. Blogs, content communities and forums are platforms where individuals share their reviews and recommendations of brands, products and services. • Businesses are able to tap and analyze the customer voice generated in social media for marketing purposes; in this sense the social media is an inexpensive source of market intelligence which can be used by marketers to track problems and market opportunities. • Through the use of new semantic analysis technologies, marketers can detect buying signals, such as content shared by people and questions posted online.通過使用新的語義分析技術，營銷人員可以檢測購買信號，例如人們共享的內容和在線發布的問題。

6. Strategies (2)The Active Approach • Social media can be used • not only as public relations and direct marketing tools • but also as communication channels (targeting specific audiences with social media influencers) and as customer engagement tools. • Facebook and LinkedIn are leading social media platforms where users can hypertarget their ads. Hypertargeting • not only uses public profile information • but also information users submit but hide from others

7. Engagement (1) • In the context of the social web, engagement means that customers and stakeholders are participants rather than viewers. • Each participating customer becomes part of the marketing department, as other customers read their comments or reviews. • The engagement process is then fundamental to successful social media marketing.

8. Engagement (2) • Engagement in social media for the purpose of your social media strategy is divided into two parts: • 1. Proactiveposting of new content and conversations, as well as the sharing of content and information from others. • 2. Reactiveconversations with social media users responding to those who reach out to your social media profiles through commenting or messaging. • Traditional media is limited to one way interaction with customers or ‘push and tell’ where only specific information is given to the customer without any mechanism to obtain customer feedback. --- gives the control of message to the marketer • On the other hand, social media is participative where customer are able to share their views on brands, products and services. --- shifts the balance [control of message] to the consumer.

9. Campaigns (1)Nike #MakeItCount • Nike #MakeItCount • In early 2012, Nike introduced its Make It Count social media campaign. • The campaign kickoff began YouTubers Casey Neistat and Max Joseph launching a YouTube video, where they traveled 34,000 miles to visit 16 cities in 13 countries. • They promoted the #makeitcounthashtag, which millions of consumers shared via Twitter and Instagram by uploading photos and sending tweets. • The #MakeItCountYouTube video went viral and Nike saw an 18% increase in profit in 2012, the year this product was released.

10. Campaigns (2)Lay's-Do Us a Flavor • Lay's-Do Us a Flavor • In 2012, Lays created an annual social media campaign that allowed fans to create their own flavor for a $1 million prize for whatever flavor was voted the best. • After 3.8 million submissions from fans who participated, the top three choices were Cheesy Garlic Bread, Chicken & Waffles, and Sriracha. • The fans were now able to purchase the three flavors in stores then cast their vote on Facebook or Twitter for the best flavor. • Lays gained a 12% increase in sales during the contest. • Garlic Cheesy Bread was eventually named the winner of the contest.

11. Campaign – Instagram • Furthermore, marketers are also using the platform to drive social shopping and inspire people to collect and share pictures of their favorite products. • Many big names have already jumped on board: • Starbucks, • MTV, • Nike, • Marc Jacobs, • Red Bull • are a few examples of multinationals that adopted theInstagram early.

12. Implications on traditional advertising (1)Social media marketing mishaps • A flash poll done on 1225 IT executives from 33 countries revealed that social media mishaps caused organizations a combined $4.3 million in damages in 2010.社交媒體不幸導致組織在2010年共損失430萬美元 • The top three social media incidents an organization faced during the previous year included • employees sharing too much information in public forums, • loss or exposure of confidential information, and • increased exposure to litigation增加訴訟風險. • Due to the viral nature of the internet, a mistake by a single employee has in some cases shown to result in devastating consequences for organizations.

13. Implications on traditional advertising (2)Social media marketing mishaps #1 • An example of a social media mishap includes designer Kenneth Cole's Twitter mishap in 2011. When Kenneth Cole tweeted, • "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at [Kenneth Cole's website]". • This reference to the 2011 Egyptian Revolution drew objection from the public這篇關於2011年埃及革命的提法引起了公眾的反對 • Kenneth Cole realized his mistake shortly after and responded with a statement apologizing for the tweet.

14. Implications on traditional advertising (3)Social media marketing mishaps #2-4 • In 2012 during Hurricane Sandy, Gap sent out a tweet to its followers telling them • to stay safe but encouraged them to shop online and offered free shipping. • The tweet was deemed insensitive這條推文被認為是麻木不仁 • Gap eventually took it down and apologized. • YouTube video of a Domino's Pizza employee violating health code standards, which went viral on the internet and later resulted in felony charges against two employees. Domino's Pizza的員工違反了健康法規標準，在網路上傳播，後來導致對兩名員工的重罪指控 • A Twitterhashtag posted by McDonald's in 2012 attracting attention due to numerous complaints and negative events customers experienced at the chain store.

15. Implications on traditional advertising (4)Ethics of Social Media Marketing • The general concept of being ethical while marking on social network sites is to • be honest with the intentions of the campaign, • avoid false advertising, • be aware of user privacy conditions (which means not using consumers' private information for gain), • respect the dignity of persons in the shared online community, and • claim responsibility of any mistakes or mishaps that are results of your marketing campaign. • Consumers like to network with people who have interests and desires that are similar to their own.