Download - Social Engagement Technologies MKT 405
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MKT 405INTRODUCTION TO SOCIAL ENGAGEMENT TECHNOLOGIES
WEEK 1
INSTRUCTOR: JULIANNE CABUSAS
This slides were developed using the Social Media Marketing course presentation slide, by Prof. Michael Germano’s, California State Los Angeles (http://www.slideshare.net/mgerman)
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SOCIAL MEDIA STATSTime to reach 50 million users
• Radio = 38 years• TV = 13 years• Internet =4 years • Facebook = 100 million users in under 9 months
Social media is the #1 online activity worldwide
2.5 B people are online; 1.8 B people are on social networks
94% of companies use LinkedIn as their primary recruiting tool
1 in 3 American couples married last year met on a social media site
1 billion pieces of content are shared daily on Facebook
viahttp://www.digitalbuzzblog.com/slideshare-global-digital-statistics-2014-stats-facts-study-presentationhttp://www.designinfographics.com/social-media-infographics/social-media-2013/http://www.nydailynews.com/life-style/one-third-u-s-marriages-start-online-dating-study-article-1.1362743
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JOBS AND LOCATIONS
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CAN YOU DEFINE SOCIAL MEDIA?
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Social media are the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility.
Social Media Marketing is the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders.
SOCIAL MEDIA
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Why?
EVEN NOW, INDEPENDENT OF TECHNOLOGY, WE YEARN TO SHARE
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IT’S ABOUT PARTICIPATIONHow do people participate?
• Post a status update• Create a blog• Use a group deal• Share a micro-post with your
network• Make a video and share it • Play social games …
viahttp://www.designinfographics.com/social-media-infographics/social-media-2013
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Exercise: Think about and catalog your ‘average’ social media use and how much you share as well as the benefits you get from that participation and sharing. Be as specific as possible:
• Sites?
• How long?
• How much interaction/participation/sharing?
• How often?
• What are the positive feelings/needs associated with time/participation here?
• Negative ones?
WHAT DRIVES ALL OF THIS PARTICIPATION?
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After basic survival, safety and security the most important need is acceptance and belonging
This need is the basis for social media sharing and the desire for participation and connectivity
Weighed against privacy or perceived desire for privacy (complimentary needs)
MASLOW’S HIERARCHY
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ZONES OF SOCIAL MEDIA
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Multiple strategic marketing objectives can met by social media:
1. Promotion and branding
2. Customer Relationship management (service recovery!)
3. Customer support
4. Market Research
5. Product development
6. Ecommerce/etailing
WHY SOCIAL MEDIA MARKETING?
Increase Awareness
Influence Desire
Encourage Trial
Facilitate Purchase
Cement Brand Loyalty
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Risk!
Synchronization of opinion—social media can act as an accelerant!
Reputation-based—what if your rep is bad? (Tobacco!)
Crowdsourced/user generated content can backfire
Cheap yes but loss on control?
Mcdonalds #mcdstories
WHY NOT?