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Chapter 5 social media in advertising and marketing
1. Chapter 5: Social Media in
Advertising and Marketing
By: Victoria Guiducci, Mike Brown, Zhane Williams-McKoy, Taofik
Osho
2. Advertising and Marketing
❖Advertising is a paid one-way promotional
communication in any mass media.
❖Social media is an interactive two-way
consumer and brand communication.
❖Online advertising is more about
conversations, connections and less about
packaged consumption content. It blurs the
traditional line between it and marketing
functions.
3. Continued
❖ Social media is expanding into an industry that
aligns with traditional media advertising and
marketing plans designed to reach larger audiences.
➢ Earned Exposure- when customers “rely
their positive experiences” to others “via
social media sites for reviews and ratings.
❖ The goal in most advertising and Marketing
campaign ads is to convert people through
conversation from having interest into completing
a sale of products and services.
4. Digital Advertising
Digital advertising is for marketing products or services using digital technologies
mainly for the internet. Examples are mobile phones, on automobiles, and billboards
etc….
5. Advertising and Marketing Theories
❖ Advertising and Marketing industries
experience a massive growth as products
were marketed through commercial
mass media.
➢ Examples such as Radio and Television
❖ The book “Youtility” described it as
consumers expect trustworthy
information online.
➢ Youtility is helpful information and is
provided free that creates long term trust
between the company and the customers.
6. Baer Traditional Marketing ideas
❖ Top-of-Mind Awareness- branding through a “sustained level of
marketing and messaging” that influences customers at the time of the
purchase
❖ Frame-of-Mind Awareness- reaching customers when they are in an
active buying mode.
❖ Friend-of-Mine Awareness- Your prospective customers must
consider you a friend to compete for your time, attention and loyalty.
7. Consumers
❖ The selling process has has been structured on
generating leads and for salespeople who qualify
a prospect and make a proposal.
❖ Paige Miller suggests that consumers follow a
social media marketing customer driven path of
➢ Funding sites and content
➢ Learning engagement and listening
➢ Validating Information through reviews
and community conversation
➢ Using demonstrations
➢ Buying through a sales process
8. ❖ Branding is related to the company’s
purpose for being. This may drive the brand
as being distinct from the others. Meaning
not only deciding on what you are but what
you are not.
❖ Leaders of a focused business must
determine how to evacuate branding
through communication.
❖ Branding involves a “bond” which is
described as a “powerful emotional
connection.
Edwards list of the top 12 advertisers
1. Samsung
2. Procter & Gamble
3. Microsoft
4. AT&T
5. Amazon
6. Verizon
7. Nestle
8. Unilever
9. Promotions, Market Research, and
Segmentation
-Customers use social network sites to create and distribute “brand-centric” content
and media (Tuten, 2008, p. 101).
-Brand-Centric: a way of understanding your brand’s values and applying them to
everything you do
-This concept creates several different relationships with companies...
10. Potential Relationships with Companies
-Simple consumer-generated media: created without prior request
-Consumer-solicited media, or participatory advertizing: brands ask consumers to
create their own advertisement
-Incentivized consumer-generated media: offers prizes for submissions
-Consumer fortified media: the advertisement sparks trusted consumer
conversation
-Compensated consumer-generated media: other arrangements, such as paying
bloggers
11. Integrated Marketing Communication (IMC)
IMC Concept: addresses a need to integrate brand-marketing communication
across previously separate industries of PR, advertising, and marketing
This concept veers away from specific messaging, and instead attempts to use
different strategies in order to achieve certain goals.
Instead of sticking to traditional advertising, IMC’s goal would be to branch out and
include non-traditional advertising, such as social media platforms like Facebook,
Twitter, Snapchat, etc.
12. Vaynerchuk’s Rules of Engagement
“Content for the sake of content is pointless”
Brands and business want to seem exciting and worthy of consumer’s time, but
posting just to post creates bland and boring content that will only push consumers
away.
Simply putting promotions and come-ons isn’t enough. A brand needs to have
outstanding content in order to grasp the consumer’s interest.
13. Vaynerchuk’s Definition of Outstanding
Content
1. Native to platform, ex: Facebook post on Instagram
2. Does not interrupt social media flow
3. Rarely makes demands
4. Leverages pop culture
5. Contains micro-nuggets of “information, humor, commentary, or inspriation”
6. Stays consistent and self-aware
By staying aware of the brand, a manager can keep the advertising consistent and
14. Social Media Strategic Planning
4 Business Considerations
1. Value creation
2. Sources of competency
3. Target market
4. Revenue
Every social media team for a business should have social media plans during times
of crisis that provide guided responses, but also keep the engagement at the same
time.
15. Awareness and Engagement
Awareness: cognitive processing of initial information about a product or service
Awareness begins with online impressions.
In order to see how a sponsored search was observed by consumers, advertisers use
a CTR.
CTR, or click-through rate can be measured by the number of clicks divided by
impressions. A CTR is used to send a certain amount of people to a website for
conversion.
16. Nielson Study of Consumers Using Mobile
Devices
Google explored the purchase path when consumers used mobile devices. They
studied 950 people and a panel of mobile users for a period of 14 days. They found:
1. Consumers spend time researching in mobile: consumers spend roughly 15 or more hours looking
things up, and are on a mobile site about 6 times
2. Mobile research starts with a search: most of the user begin their research using a search engine
rather than a mobile site or app
3. Location proximity matters to mobile consumers: 69% of consumers expect business to be within 5
miles or less of their location
4. Purchase immediately is key: after researching, most consumers want to make a purchase within the
first hour
17. What Is SEO / Search Engine Optimization?
SEO stands for “search
engine optimization.” It is
the process of getting
traffic from the “free,”
“organic,” “editorial” or
“natural” search results
on search engines.
18. What is a Serp
A search engine results page (SERP) is
the listing of results returned by a search
engine in response to a keyword query.
The results normally include a list of
items with titles, a reference to the full
version, and a short description showing
where the keywords have matched
content within the page.
19. Return On Investment (ROI)
-The ways that companies attempt to make their consumers
into customers, which is usually done through social media.
Cost Of Ignoring (COI)
-Refers to companies ignoring Social Media, and how they
should be replying to customers and consumers who use
Social Media to reach out to companies.
20. Advertising and Marketing Case Study
University of Chicago on the southside is a food
desert with a few stores and restaurants. Food
truck vendors have seen the opportunities for
driving onto campus and offering students,
faculty and staff a different selection and variety
from what they are used to. These food truck
vendors will use Twitter to tweet their location
in the early morning to inform the campus of
their daily location and cuisines for the day.
21. Real-Time Social Marketing
Companies create a offer, product, or service and immediately
share it with the world as a way of directly interacting with
their customers.
This strategy also helps emphasize loyalty to customers and
interest in customer satisfaction.
22. Marketing Successes/Failures
Companies use many different types of media to get their consumers engaged. They may tweet, release an
advertisement, or start a hashtag. Every tweet or attempt to reach out has the attempt to be a success and
spread good word of the company and their products or services, or it could backfire completely and make
the company look bad. False promises can also contribute to a major failure.
24. Overview
Social media marketing is anything but quick and
easy. Here's what it really takes to promote your
business on social platforms. Twitter, Facebook,
Pinterest, Instagram—they're all free platforms
businesses can use to directly engage with their
audiences.
1. Social media posts can be used to drive
targeted traffic.
2. Using social media for business boosts your
site’s SEO.
3. If you’re doing it right, social media will lead to
real relationship building
4. Users are receptive to your messages.
5. Social media ads allow targeting and
retargeting.
6. Social media can help you get noticed at events,
and even generate earned media coverage.
7. You can respond to problems immediately.
8. A strong social media presence builds brand
loyalty.
9. The ROI on social media ads is unbeatable.
