[revised]the combination of social media and marketing
TRANSCRIPT
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THE COMBINATION OF SOCIAL MEDIA AND MARKETING
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MARKETING1. Definition
There are many definitions of marketing
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MARKETING
Based on customer orientation and the satisfaction of customer needs
1. Definition
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MARKETING
“Marketing is the social process by which individuals and organizations obtain what they need and want through creating and exchanging value with others.”
Kotler and Armstrong
1. Definition
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MARKETING
Based upon a basic marketing exchange process, and recognizes the importance of value to the customer
1. Definition
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MARKETING
“Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.”
Kotler and Amrstrong
1. Definition
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MARKETING
1. Definition
Focused on value creation and delivery, and the longer-term retained customer
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MARKETING
1. Definition
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” American Marketing Association
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MARKETING2. Marketing, Selling and Advertising
Selling and advertising are only the tips of the marketing iceberg
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MARKETING2. Marketing, Selling and Advertising
Marketing SellingStart long before a company has a product
Occur only after a product is produced
Convert “customer’s needs” into “product”
Convert “product” into cash
Consumer determines the Price, Price determines the costs.
Cost determines the Price.
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MARKETING2. Marketing, Selling and Advertising
Marketing Selling“Customer satisfaction” is the primary motive. (Customer is the very purpose of the business)
“Sales” is the primary motive (View the customer as the very last link of the business)
Marketing is more “pull” than “push”
Selling involves “push” strategy
Marketing has a wider meaning and includes many activities
Selling is only a part of marketing.
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MARKETING2. Marketing, Selling and Advertising
Marketing AdvertisingMarketing is a “whole process” with a broader range of activities for a product or service: Research, Advertising, Sales, Public relations, Customer service and satisfaction
Advertising is a component of the marketing process, involving various strategies: placing ads, deciding what media to use, what time, frequency, etc.
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MARKETING3. Traditional marketing and modern marketing
Traditional Marketing Modern MarketingIn traditional marketing, more importance is given to selling products.
Its main motive is customer satisfaction
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MARKETING3. Traditional marketing and modern marketing
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MARKETING3. Traditional marketing and modern marketing
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MARKETING4. Marketing in the new digital age
The fact is that today’s
economy requires a mixture
of Old Economy and New
Economy thinking and
action.
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MARKETING4. Marketing in the new digital age
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SOCIAL MEDIA1. Introduction
Medium (or media in plurial) is an instrument of communication, like newspapers or television.
“Social” is a word that describes activities which involve being with other people, especially activities for pleasure.
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SOCIAL MEDIA1. Introduction
Social media would be a social instrument of communication.
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SOCIAL MEDIA2. Some typical social media
The world’s largest social network
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SOCIAL MEDIA2. Some typical social media
Sharing photographs
SOCIAL MEDIA2. Some typical social media
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SOCIAL MEDIA2. Some typical social media
SOCIAL MEDIA2. Some typical social media
Sharing funny links on the web
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SOCIAL MEDIA2. Some typical social media
SOCIAL MEDIA2. Some typical social media
Playing social games
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SOCIAL MEDIA2. Some typical social media
SOCIAL MEDIA2. Some typical social media
Chat interactively with friends
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SOCIAL MEDIA2. Some typical social media
SOCIAL MEDIA2. Some typical social media
Supporting groups and
fan pages
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SOCIAL MEDIA2. Some typical social media
SOCIAL MEDIA2. Some typical social media
A vehicle for social media
marketing
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SOCIAL MEDIA2. Some typical social media
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SOCIAL MEDIA2. Some typical social media
Twitter is an online social networking service that enables its users to send and read text-based posts of up to 140 characters, known as "tweets". It has been described as "the SMS of the Internet."
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SOCIAL MEDIA2. Some typical social media
A blog is a personal online journal that is frequently updated and intended for general public consumption.
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SOCIAL MEDIA2. Some typical social media
There is a series of entries that are posted to a single page in reverse-chronological order.
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SOCIAL MEDIA2. Some typical social media
Blogs generally represent the personality of the author. The author of a blog is often referred to as a blogger.
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SOCIAL MEDIA2. Some typical social media
The world’s largest video sharing website that lets anyone upload short videos for private or public viewing.
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SOCIAL MEDIA2. Some typical social media
Various kinds of videos Video sharing network
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SOCIAL MEDIA2. Some typical social media
LinkedIn is the world’s largest professional network with over 120 million members and growing rapidly.
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SOCIAL MEDIA2. Some typical social media
LinkedIn connects you
to your trusted contacts
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SOCIAL MEDIA2. Some typical social media
Exchange knowledge, ideas, and
opportunities with a broader network of
professionals.
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SOCIAL MEDIA3. Some interesting figures and fact
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COMBINATION OF SOCIAL MEDIA AND MARKETING
Why?
Popularity of Social Media
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COMBINATION OF SOCIAL MEDIA AND MARKETING
Why?
Spread-out information ability
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COMBINATION OF SOCIAL MEDIA AND MARKETING
Why?
Cost efficiency
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COMBINATION OF SOCIAL MEDIA AND MARKETING
Why?
Quick resultsFlexibilityTime saving
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COMBINATION OF SOCIAL MEDIA AND MARKETING
What?The popularity of internet and entity information
When? Throughout the marketing process
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COMBINATION OF SOCIAL MEDIA AND MARKETING
Where?
On Facebook, Twitter, Youtube, Blog and LinkedIn and many other business-related webpages
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COMBINATION OF SOCIAL MEDIA AND MARKETING
Who?
Target customers which depends on each promotion channel
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COMBINATION OF SOCIAL MEDIA AND MARKETING
How?• Facebook, Twitter and Blog: keep in touch with
bloggers, monitor your company/brands, announce specials, deals, sales, live update on events or conferences, promote articles and interesting news.
• Youtube: upload a video about your brand on Youtube and check the customer’s reaction throught comments.
• LinkedIn: basically no difference from Facebook or Twitter, however, it is more prefessional and business-focusing
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COMBINATION OF SOCIAL MEDIA AND MARKETING
CASE STUDY
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COMBINATION OF SOCIAL MEDIA AND MARKETING
GAME RULE
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1. Who is the current US president?
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Barack Obama
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2. Who is Obama’s opponent in the last US President Election?
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John Mccain
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3. How old was Obama when he was elected?
A. 46B. 51C. 55
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He was 47 years old when becoming the US president
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4. Is Mr Barack Obama a coloured man?
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5. What is Obama’s the most prominent characteristic,
compared to other US presidents?
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He is the first colored and the youngest US president until now
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COMBINATION OF SOCIAL MEDIA AND MARKETING
How did this guy….
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