Slide presentation, Lecture Online Marketing & Social Media. University of Aruba. June 9th, 2011

1. Edward M. Erasmus
Lecture Online Marketing
& Social Media
University of Aruba, June 9th, 2011

2. Agenda
• What is Social Media?
• What is Social Media Marketing?
• Why (consider) Social Media Marketing?
• How will SMM contribute to your Strategy?
• How to get started?
• Conclusion and Key Takeaways

3. What is social media?

4. so.cial me.di.a
…a whole network of sites where
users can interact with one another
whether it is by sharing information or
discussing various topics

5. Simply stated…
Social media is people
having conversations and
sharing stuff online….

6. Social networking
timeline

7. so.cial me.di.a

8. Social media tools
(to name a few)

11. Contains profiles of
Fortune 500 executives
and leading
entrepreneurs
Average individual
salary on LinkedIn is
$109,000

12. Registered Users
100,000,000 +
•Find contacts
•Start and use groups
•Create resumes
•Use ‘signal’ for news/info
•Link with slideshare
•…and more….
LinkedIn community in
Aruba is growing fast!

13. A free, web‐based, collaborative, multilingual encyclopedia
project supported by the non‐profit Wikimedia Foundation.

15. microblogging tool + social networking
Registered Users
190,000,000 +
Updates per month
54,000,000 +

17. Over 2 billion videos viewed daily
700 billion video playbacks in 2010
Base age demographic is 18‐54

18. •Create account
•Create channels
•Edit/create videos
•Invite subscribers
•Share content
•Events
•Post bulletins
•…and more…

19. Other (less known) social media
platforms

20. Understanding the power of
social media
Memorable social media moments of past few years

21. US Presidential election 2008
The ‘Facebook’ election
The Obama campaign used not only Facebook and YouTube,
but also MySpace, Twitter, Flickr, Digg, BlackPlanet, LinkedIn,
AsianAve, MiGente, Glee and others to engage you voters.
Obama McCain
Supporters on Facebook 2,000,000 600,000
Followers on Twitter 112,000 4,600
YouTube channel visits 18 million 2 million
YouTube channel views 97 million 25 million
Obama had a social media strategy
McCain ..???

22. Iran elections 2009
Her Name Was Neda…
The images of Iranian protests against the disputed election of President Mahmoud
Ahmadinejad were widely broadcasted to the world through Wikipedia, Twitter,
Flickr, and YouTube.
The killing of young student Neda Agha‐Soltan posted on YouTube was probably the
most widely witnessed death in human history.

23. Britain’s Got Talent 2009
Susan Boyle…a surprise YouTube hit
(2.5 million views in just 72 hours)
Susan Boyle astonished the judges at the
auditions for ITV1 show with her rendition
of ‘I Dreamed A Dream from Les
Miserables’.
The original video posted in 2009 has over
66 million views to date.

24. Bieber fever heats up YouTube 2009
Over 1 million fans on Twitter before launching his first album…
Discovered by a talent agent who came across
one of the videos his mother uploaded to
YouTube.
Two months later he signed to a record label.

25. Most searched celebrity
on the web
‘Baby’ is most viewed YouTube
video in history: > 559.000.000 times

26. From social media to
social movement 2011
Facebook and Twitter were considered as
key players in the uprising in the Middle
East

27. More stories gone viral...
Victim’s bro gone renowned…
The man with the golden voice
Launched to worldwide
‘fame’ with her single
“Friday”: 161 million views

28. So how powerful is social media?..
“We’re still in the process of picking
ourselves up off the floor after witnessing
firsthand the fact that a 16‐year‐old
YouTuber can deliver us 3 times the traffic
in a couple of days that some excellent
traditional media coverage has over 5
months.”
~Michael Fox, founder of Shoes of Prey

29. Thanks to social media:
• Towards a more social, collaborative,
interactive and responsive web
• Opportunities for businesses to engage in
creative new forms of online
communication with (potential) clients.

30. Social
Media
Marketing

31. Social media marketing
The process of promoting
business or websites through
social media channels

32. By now we should have realized that
social networking is not a hype…..
It’s a fundamental shift
in the way we
communicate.

33. “In 2008, if you are not on a
social networking site, you are
not on the internet.”
~IAB platform status report: User generated content, Social media, and advertising
–An overview, April 2008

34. So why Social Media
Marketing?

35. Three key reasons to start
considering Social Media
Marketing….

36. Reason #1
The ‘engagement’ factor…
“Social Media is an excellent point
of initial engagement with
consumers – essentially the first
step in a purchase process.”
~Michael Orpen

37. “One thousand three hundred and thirty years in time
is spent daily on ”
Source: www.facebook.com

38. 31%
Users following a brand:
Brand recommendations per
month: 7,800,000 +

39. Dell’s Success in using Twitter
• Fast to adopt (2007)
• Segmentated users
• Created special offering for each
of its segments
• Created a community and build a
trust factor
• Targeted ‘Sales messages’ to the
community

41. Reason #2
The ‘word‐of‐mouth’ factor…
78% of people trust
recommendations of other consumers.
While only 14% of people trust tv and
radio advertisements.
Source: Nielsen report “Trust in advertising”

42. Say goodbye to the era of
monologue

43. The new communication model is
dialogue

44. Some more interesting facts….
The average person is exposed to 3000
advertising messages/day
90% of people who can skip TV ads, do.

47. Reason #3
The ‘Gen‐Y’ factor
”Technology is the major influencer of
Generation Y’s buying behavior. It
influences how they find and compare
products, as well as how they get their
products.”
~Angela Hughes,
Strategies for Reaching the Elusive Generation Y Consumer (2008)

48. Generation Y is here!!!
Generation Y??

49. Generation Y
Born in the mid‐1980's and later….
• Generation Y (a.k.a. Millennials) are in
their 20s and are entering the workforce in
large numbers.
• Companies cannot ignore the needs, desires
and attitudes of this vast generation.

50. Gen Y characteristics…
• Tech‐Savvy
• Continually Connected
• Skim Text and Information Quickly
• Influenced by Peers
• Easily Bored
• Attention‐Craving (recognition)

51. Millennials spend
>16 hours/week
online.
96% of them have
joined a social
network.

52. Staying ‘online’ is an integral part of
Generation Y’s lives

53. Tomorrow’s consumers are
today’s “digital natives”

54. “Social media is like a snowball rolling
down the hill. It’s picking up speed. Five
years from now, it’s going to be the
standard.”
~Jeff Antaya, chief marketing officer of Plante Moran

55. How can Social Media contribute to
your Marketing Strategy?

56. Traditional marketing
often focuses on the
four P’s:
Product
Price
• Place
• Promotion

57. Social Media Marketing
P
enables you to add more ’s to your
marketing & communication mix…

58. #1…..Participation
• Offering customers a voice will lead
to a greater sense of ownership

61. Starbucks gave consumers a
voice....the result:
over 50,000 product ideas

62. #2…..Personality (brand)
What is a brand anyway?.....

63. A brand =
…name, term, sign, symbol or design, or a combination
of them intended to identify the goods and services of
a company.

64. Brand loyalty Strong human connection
• SM offers an opportunity for a brand to show
its personality, without it looking like a
marketing plan or ad campaign.
• SM Marketing is all about connecting with
people first as human beings and then as
customers later.
• SM = branding through conversations!

67. #3...

68. • Forget B2C or B2B……
it’s now P2P (person‐2‐person)
…customers want to connect and interact with
companies on a 1:1 social level
…and those who can deliver that, will gain
substantial competitive edge..

70. #4… 24/ 7 Public Relations

71. • Show both sides of a story;
• Can be used to provide comments, to dispel
myths and to correct incorrect information
that may be circulating;
• Consultation can take place in an effective
way, as it allows for greater openness and
transparency.

75. So…in essence….
Product Price Promotion Place
Personality
Participation
(brand)
P2P PR
Customer loyalty + Reveneus
R.O.I.

76. So how to get started?...

77. Getting started….
1. Define your objectives
2. Define your audience
3. Define your strategy
4. Choose your channels
5. Plan a content agenda
6. Decide on who will manage what
7. Define measurement mechanisms
8. Execute – evaluate – adapt – execute….

78. Conclusion
Social media has completely changed the
landscape of marketing, and when executed
well, it has positive implications for multiple
divisions:
• from consumer insights
• to product development/innovation
• to marketing
• to corporate reputation

79. Key Takeaways….
[3 P’s when launching SMM]
•Purpose
•Point of view
•Patience
Forget marketing, start engaging!

80. Some afterthoughts about SMM….
• Core business: products / services
Quality, promises, commitments, relationships
• Social media is an ingredient, not an entrée…
No replacement for all other marketing tools,
instead: it should be integrated with other online
and offline marketing strategies

81. THANK YOU!!

82. Edward M. Erasmus, MA
e.erasmus@fzanv.com
erasmus.bpas@gmail.com
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