an introduction to social media and marketing

February, 2014

Griffith Business SchoolTeacher Presentation

Social Media and Marketing

Welcome

Sarah Sloan Tutor and PhD Candidate – Department of Marketing Email: s.sloan@griffith.edu.au

Tonight’s hashtag: #griffithbusiness

When it all goes wrong

Introduction to social media in 2014

How social media is changing our society

Uses of social media in the business environment

Question Time

Examples of best practise

Small group challenge

Department name (edit in View > Header and Footer...)

How social media is changing our society;

A connected world

Which social networks are we talking about?

#griffithbusiness

Department name (edit in View > Header and Footer...)

Why is social media important?#griffithbusiness

Why is social media important?

• Mimics traditional human communication• Convenience• Two way communication medium – gives

the customers a voice• It’s here to stay…though it will evolve

Utilising social media in the business environment

To connect with customers Remind customers that they exist Provide extra value to customers Appear approachable Give customers an avenue to contact the

business

How?

Facebook Pages

Corporate Twitter accounts

LinkedIn

Good for sole owners /

consultants

Pinterest

Instagram

Popular with photographers &

artists

How else can we use social media for business?

• For Public Relations – free business to business interaction

• To conduct surveys – often as part of competitions

• For advertising – very targeted platform

How else can social media be used? #griffithbusiness

What impact does this have on a consumer’s social media experience? #griffithbusiness

How else can we use social media for business?

• As a market research toolFacebook Insights

Examples of best practise…

• Small independent movie - $15,000 production budget• Initially released to a small number of cities• After the trailer, a call to action appeared prompting fans to "demand" the movie play in their

city.• Through a partnership with Eventful, Paramount created a petition system. • If a city reached a certain number of people demanding the movie, it would play in that city.

Paramount Pictures -

Examples of best practise…

West Jet Christmas Miracle; real time gift giving

• Focused on driving shares to go viral• 13m views in 3 days• Currently 35m views in Feb, 2014• Social mentions peaked 2 days after video release

When it all goes wrong…British entertainment retailer HMV lost complete control of its social media team, when rogue members used the account to childishly live-tweet a massive firing at the company

How could this have been avoided? #griffithbusiness

When it all goes wrong…

As a PR stunt Starbucks displayed Twitter messages that used the hashtag #spreadthecheer on a big screen next to an ice rink at the Natural History Museum in London, but forgot to actually monitor what was being posted.

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How often should you monitor a corporate social media account?

#griffithbusiness

Small group Challenge….

Find

A Corporate Tweet A Corporate Facebook Page Post

That delivers value to the customer.

And using the hashtag #griffithbusiness tell us why it

delivers value to the customer.

Retweet (RT) Share the Post

Questions

#griffithbusiness

Please feel free to stay in contact and ask questions at a later date

Sarah Sloan

@happychappy89

s.sloan@griffith.edu.au

And don’t forget….

…keep the conversation going

#griffithbusiness