Download - USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS
USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS
Professor Chip BesioCox School of Business
CONNECTING WITH TODAY’S COLLEGE STUDENTS USING FACEBOOK AND TWITTER
Information sources college students prefer to use to buy products and services
How Social Media Came About
• Web 2.0
• Blog
Defining Social Media
• User Generated Content (UGC)
UNDERSTANDING SOCIAL MEDIAWHAT ARE SOCIAL MEDIA?
Social media classified by media richness and self-disclosure
Ability to Reach Both Large and Niche Audiences
UNDERSTANDING SOCIAL MEDIACOMPARING SOCIAL AND TRADITIONAL MEDIA
Expense and Access
Training and Number of People Involved
Permanence
Credibility and Social Authority
Time to Delivery
●Total Facebook Users – 1.15 billion●Daily Facebook users – 669 million●Daily Active Users in U.S. – 128 million●Average Number of Facebook Posts/Month– 36 million●Average Monthly Facebook Mobile Users – 619 million●Total Number of Facebook Photos – 240 Billion●Average Number of Daily Photo Uploades – 350 Million●Average Time Spent on Facebook/ User – 8.5 Hours●Average Total Time Spent on Facebook Daily – 20 Billion Minutes●Percent of Users That Log In Daily – 76%
FOUR IMPORTANT SOCIAL NETWORKS
FACEBOOK Facebook: An Overview
FOUR IMPORTANT SOCIAL NETWORKS
FACEBOOKGlobal Reach of Facebook Monthly
Facebook: An Overview
• Leverage Your Assets
• Keep It Fresh
FOUR IMPORTANT SOCIAL NETWORKSFACEBOOK
Facebook in a Brand Manager’s Strategy
• Make It Familiar, But with a Twist
• Let Users Get Engaged and Guide Content
The Facebook Profile Page for Bitter Girls
How brand managers can use four social networks in developing their marketing strategies
●Total Twitter Users – 555 million●Daily New Twitter Users – 135 thousand●Monthly Active Users– 115 million●Average Number of Twitter Tweets/Day– 58 million●Total Number of Search Engine Queries/Day– 2.1 Billion●Average Number of Tweets/Second– 9,100●Average Time Spent Monthly – 170 Minutes●Number of Days it Takes to Reach 1 Billion Tweets – 5 Days●Percent of Users That Use Phone to Tweet– 43%●Percent of Users That Don’t Tweet Just Watch– 40%●Country with the Most Twitter Users – China -35.5 Million
FOUR IMPORTANT SOCIAL NETWORKS
TWITTER Twitter: An Overview
Twitter: An Overview
• Follow the Twitter Profiles
• Respond to User Criticism
FOUR IMPORTANT SOCIAL NETWORKSTWITTER
Twitter in a Brand Manager’s Strategy
• Generate Brand Buzz
• Tweet on Topics of Interest to Consumers
LinkedIn: An Overview
• Find Jobs and Business Opportunities
• Review Profiles
FOUR IMPORTANT SOCIAL NETWORKSLINKEDIN
LinkedIn in a Brand Manager’s Strategy
• Make Connections
• Enable Advertisers to Reach People
●Currently 225 million members●19 Languages, 64% of members
are outside the US●2011 Introduced “LinkedIn Today”
a daily news source●Influencer program includes Jack
Welch, Martha Stewart, Sallie Krawcheck (Bank of America)
●Monthly users 141million worldwide up 37% over 2012 (Comscore)
●Average time spent/month – 20.6 minutes
●20 channels allow members to track Influencer posts and news stories
FOUR IMPORTANT SOCIAL NETWORKS
LINKEDIN•88 of Fortune 100 companies use LinkedIn’s HR software to find and track job candidates•An updated LinkedIn profile is more valuable for a job-seeker than a resume in 2013•Newer features include “people you may know” and “endorsements”•LinkedIn apps – CardMunch•Recruiting software = 55% of 2012 revenue•Advertising = 27% $258 million in 2012
FOUR IMPORTANT SOCIAL NETWORKS
LINKEDINLinkedIn Users’ Industries
YouTube: An Overview
• Create a Channel Rich in Key Words
• Use YouTube Analytics to Target Viewers
FOUR IMPORTANT SOCIAL NETWORKSYOUTUBE
YouTube in a Brand Manager’s Strategy
• Remember That Money Matters
132.8 million unique viewers/ month
31.7 billion minutes/month
●Timeline:●April 2005 – 1st video uploaded●October 2006 – Google buys for
$1.65 billion●September 2008 – “Evolution of
Dance” first video with 100 million views
●October 2009 – site hits 1 billion views per day and live stream U2 concert
●December 2010 – launch of “True View” video ads
●December 2010 – “Bed Intruder Song” top video
●October 2011 – You Tube to fund 100 new original channels $100 million
FOUR IMPORTANT SOCIAL NETWORKS
YOUTUBE•November 2011 – 20,000 questions submitted for GOP Presidential Debate•November 2012 – You Tube Space LA opens•December 2012 - Psy’s “Gangnam Style” most watched video•March 2013 – “Sesame Street” channel hits 100 million views, You Tube reaches 1 billion monthly viewers•May 2013 – You Tube celebrates eight birthday and announces 100 hours of video uploaded every minute (5/19/13)
FOUR IMPORTANT SOCIAL NETWORKS
YOUTUBE
•Dreamworks paid $35 million to own•100,000 subscribers in 1st month
•25,000 You Tube channels•Google - $35mm•Time Warner - $36mm
•Machinima - #1gamers network in the world•23,697 videos
A Barclays report estimates You Tube Revenue at $3.6 billion and values You Tube between $15.6 and $21.3 billion
MARKETING MATTERSWhat Are Some of Your Other
Favorite Social Networks?
Hi5
Foursquare
StumbleUpon
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
SOCIAL MEDIA & THE STRATEGIC MARKETING PROCESS
Traditional Media: Passive Receivers
Social Media:
ActiveReceivers Influentials Delighted Evangelists
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
SELECTING THE SOCIAL NETWORK
Recent Growth of the 4 Social Networks
Audience Data for Social Networks
Specialized Focus for Social Networks
• YouTube
• Vimeo
• Ning
The demographic characteristics of U.S. visitors to Facebook in late 2012
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
HOW SOCIAL MEDIA PRODUCE SALES
Facebook Ad Platform: Role of a Brand Manager
Facebook Ad Platform: Role of Facebook
Performance measures for social networks linked mainly to inputs or costs, as seen by a brand manager
Performance MeasuresLinked to Outputs or Revenues
• Fans
• Share of Voice
• Page Views
• Visitors
• Unique Visitors
• Average Page Viewsper Visitors
• Interaction Rate
• Click-Through Rate
• Fan Source
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTS
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
GREENPEACE VS. NESTLÉ’S KIT KAT
The Background
Greenpeaces’ Actions and Results
Nestle’s Overreaction and Its Effects
Social Media Lessons for Brand Managers
• Communicate with Key Influencers
• Respond Swiftly
• Communicate through Social Media
• Listen for Feedback to Recover Brand
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
GREENPEACE VS. NESTLÉ’S KIT KAT
THE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPS
THE CONVERGENCE OF REAL & DIGITAL WORLDS
The Convergence
The Devices
Apps
MARKETING MATTERSWhat Are Some of Your
Favorite Mobile Social Networks?
Word Lens
An array of diverse elements leads to a convergence of the real and digital worlds that trigger marketing actions
THE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPS
CONVERGENCE LINKS SOCIAL MEDIA TO MARKETING ACTIONS
Price-Comparison Searches
Loyalty Programs
Location-Based Promotions
THE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPS
WHERE TO NOW?
Personalization of Social Media Connections
Explosion of Devices and Apps
Generation of Advertising Income
Measurement of Social Media ROI
Socially-Networked Communities
THE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPS
THE GLOBAL REACH OF SOCIAL MEDIA
Social Media and Global Marketing
Social Media and International Affairs
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES