an introduction to social media and marketing
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TRANSCRIPT
February, 2014
Griffith Business SchoolTeacher Presentation
Social Media and Marketing
Welcome
Sarah Sloan Tutor and PhD Candidate – Department of Marketing Email: [email protected]
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
Good for sole owners /
consultants
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
And don’t forget….
…keep the conversation going
#griffithbusiness