Chapter 5 -

Chapter 5 -

• 1.
  Chapter 5 Social Mediain Advertising and Marketing Group 4 Luke Gibbons, Alexandra Loaiza, Cassandra Petersen, Sheryl Romua
• 3.
  Advertising and MarketingTheories - Top-of-Mind Awareness: branding through “ a sustained level of marketing and messaging” that influences customers at time of purchase. - Frame-of-Mind Awareness: “reaching potential customers when they are in an active shopping and buying mode.” - Friend-of-Mine Awareness: “Your prospective customers must consider you a friend” to compete for their time, attention and loyalty.
• 4.
  Price, Product, Place,and Promotion Marketing Mix
• 5.
  Consumer Psychology andElectronic Word- of-Mouth (eWOM) - Helps explain how mediated consumer communication “Builds upon decades of traditional personal influence communication research.”
• 6.
  Branding
• 7.
  Promotions, Market Researchand Segmentation - Simple consumer: generated media are created without prior request. - Consumer- solicited media, or participatory advertising: occur when brands ask consumers to create, for example, their own advertisement. - Incentivized consumer: generated media offer prizes for submissions. - Consumer- fortified media: occur when a professional advertisement sparks trusted consumer conversation. - Compensated consumer-generated media: used to describe paid bloggers and other arrangements.
• 8.
  Integrated Marketing Communication(IMC) ● A simple concept. Ensures that all forms of communications and messages are carefully linked together ● A process for planning, executing, and monitoring the brand messages that create customer relationships ● A powerful approach because it allows us to reach the consumer with the right message, at the right time, via their preferred media/messaging channels
• 9.
  Social Media StrategicPlanning ● Brand Development ● Manage audience data for custom audience targeting ● Create campaigns and ads ● Build custom dashboards and run analytics ● Manage campaign assets: pages, accounts etc. ● Collaborations ● Network to Net worth
• 10.
  Awareness and Engagement ●Twitter, Snapchat, Instagram ● Giving your social presence a personality--attention grabber ● Make posts pop, original, unique ● Relate with others but be authentic ● Power of Hashtags (#MeToo Movement) ● Repurpose content and brand ● Consistency
• 11.
  Search Engine Optimization(SEO) ● G-VATE - SEO Agency ● https://www.gvate.com/ ● Social Media Marketing Intern ● SEO is used to used to develop and craft a website that is both search engine friendly and optimized for conversion
• 12.
  Return on Investment(ROI) ● Converting consumers into customers ● Eye-tracking patterns ○ Top of the page or on the left side of the page ● Audience-building, brand awareness and customer relations
• 13.
  Cost of Ignoring(COI) ● A measurement of “social shyness” ● Return on Relationship (ROR) ● 12 considerations before beginning a social media marketing campaign (Crawford, 2016)
• 14.
  Advertising and MarketingCase Studies ● The University of Chicago ○ Lack of food vendors ○ Food trucks used social media to advertise their locations in the area
• 15.
  Real-Time Social Marketing ●Capitalizing on a consumers location and needs ● Customer relationship management (CRM) ● Gives the companies insight into the customers opinions and experiences
• 16.
  Successes ● Wendy’s wasa great example of a successful fast food marketing campaign ○ In 2013, Wendy’s launched a campaign to promote their new pretzel pub chicken sandwich using the #PretzelLoveStories hashtag and overly dramatic soap opera Youtube videos ○ This marketing was designed to take focus away from how unhealthy fast food was and to engage the consumers, while creating potential consumers ● Although this campaign was overall successful, it did open the door to brand confusion ○ Many participants didn’t know the hashtag was even associated to Wendy’s ○ This emphasized that branding and customer loyalty are significant factors in marketing campaigns
• 17.
  Failures ● In 2013,KFC started a Twitter campaign to advertise their new boneless chicken by using the hashtag #IAteTheBones ○ Unfortunately this backfired and resulted in people sharing memes of people choking on chicken bones or Hannibal Lector (the cannibalistic killer from The Silence of the Lambs)
• 18.
  Another example waswhen Hyundai made an ad of a failed suicide attempt in order to advertise their cleaner emissions. It was viewed as insensitive and resulted in a publicized open letter from the daughter of a suicide victim to the company. After all was said and done, this ad reminded her of her tragedy and made her feel empty inside.
• 19.
  Lessons ● Marketers foundthat friends and family can be more influential in some topics, but celebrities with a huge social media following can produce more of an influence over potential consumers ● Social interaction requires patience - after time you see a return in your marketing but it may not happen overnight ● Social media marketing should add value and be high quality
• 20.
  Discussion Questions: Strategiesand Tactics 1. How can we better understand relationships consumers have with brands through social media sites? What are the best benefits and constraints within these interactions? 2. What risks may exist for brands using native advertising and sponsored content to drive media exposure within contexts that appear similar to traditional news stories? 3. How can brands leverage the importance of social media interaction with consumers to grow product sales through indirect effects from ongoing online communication?
• 21.
  Activity