: Social Media Management_Gestao dos Social Media

1. Marketing Management
Social Media Management V
Social Media Marketing
Manuela Aparicio

2. Agenda
Social Media Marketing (SMM)
•Concept
•Characterization
•Potential
•Limitations
2015 Manuela Aparicio (C) 2

3. SMM: concept
• Social media marketing (SMM) is a form of digital marketing that
utilizes social media, as a marketing tool.
• The goal of SMM is:
• to understand consumers on their consumption experiences,
• to produce content that users share within their social networks,
• to help a company increase brand exposure and broaden customer reach,
• to measure and monitor customers interaction in social contexts.
2015 Manuela Aparicio (C) 3

4. Social Media Marketing: Early days
Relationship: one to many
Brand Consumers
2015 Manuela Aparicio (C) 4

5. Social Media Marketing: Advertising Early Days
2015 Manuela Aparicio (C) 5

6. Social Media Marketing: Advertising Early Days
2015 Manuela Aparicio (C) 6

7. Social Media Marketing: Advertising Early Days
2015 Manuela Aparicio (C) 7

8. SMM: concept
• Social media marketing (SMM) is a form of digital marketing that
utilizes social media, as a marketing tool.
• The goal of SMM is:
• to understand consumers on their consumption experiences,
• to produce content that users share within their social networks,
• to help a company increase brand exposure and broaden customer reach,
• to measure and monitor customers interaction in social contexts.
2015 Manuela Aparicio (C) 3

9. Social Media Marketing: Advertising Early Days
2015 Manuela Aparicio (C) 9

10. Social Media Marketing: Social Networking
Early Days
2015 Manuela Aparicio (C) 10

11. Social Media Marketing: Social Networking
Early Days
2015 Manuela Aparicio (C) 11

12. Social Media Marketing: Nowadays
2015 Manuela Aparicio (C) 12
Relationship: Many to many
Consumers Consumers

13. Social Media Marketing
• “This is a world in which customers are fully in control of their online
experiences and where their motivations lead them to connect online
with other consumers while they create and consume online content,
much of it user- rather than marketer-generated”
• “The social media environment is largely consumer- — not marketer-
— controlled. And marketers who don’t understand that do so at their
peril.”
(Hoffman & Foddor, 2010)
2015 Manuela Aparicio (C) 13

14. So what?
2015 Manuela Aparicio (C) 14

15. 21st Century Myths
• “Traditional product/service belief—>21st century myth: Brand managers own and orchestrate
their brands;
• Traditional product/service belief—>21st century myth: Phones are for making phone calls;
• Traditional product/service belief—>21st century myth: The Web is for finding information;
• Traditional promotion belief—>21st century myth: Companies use marketing communications to
control their message;
• Traditional promotion belief—>21st century myth: Consumers purchase products promoted by
marketers;
• Traditional promotion belief—>21st century myth: Providing a forum for customers to talk is
dangerous and risky.”
(Hanna et al., 2011)
2015 Manuela Aparicio (C) 15

16. Social Media Marketing: Early days
Relationship: one to many
Brand Consumers
2015 Manuela Aparicio (C) 4

17. Social Media Marketing: Early days
Relationship: one to many
Brand Consumers
2015 Manuela Aparicio (C) 4

18. Solution:
2015 Manuela Aparicio (C) 18
Connect the dots

19. Social media marketing allows to:
• Listen to consumers
• Learn from them
• Engage them
• Build a community
• & Keep monitoring
2015 Manuela Aparicio (C) 19

20. Customer point of view:
2015 Manuela Aparicio (C) 20

21. Why customers’ use social media?
Consumers’ four key drivers motivations to use social media:
1. Connections,
2. Creation,
3. Consumption
4. Control
2015 Manuela Aparicio (C) 21

22. How customers use social media?
2015 Manuela Aparicio (C) 22

23. How many reviews do you need to read
before you trust a business?
2015 Manuela Aparicio (C) 23

24. Social Media Marketing: Advertising Early Days
2015 Manuela Aparicio (C) 5

25. Which of these factors would make you likely to
recommend a business to people you know?
2015 Manuela Aparicio (C) 25

26. What Derives consumers to buy online?
2015 Manuela Aparicio (C) 26
(Monsuwe et al., 2004)

27. Social Media Marketing: Industry point of
view
2015 Manuela Aparicio (C) 27
(Stelzner, 2015)

28. Social Media Marketing: Industry point of
view
2015 Manuela Aparicio (C) 28
(IBM, 2011)