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chapter 19
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Fundamentals of Marketing
Instructor - Clyde Rupert
Chapter 19 – Part I
1
Using Social Media
to
Connect with Consumers
2
Social Media
Social Media: A unique blending of technology and social interaction to create personal value for users
• Classification of Social Media
• Media Richness
• Self-disclosure
Social Media is NOT FREE!
• Requires consistent and sustained intellectual energy
• Unchecked growth requires maintenance and control
• Corporate - level management must be involved
4
Social Media
I. Understanding Social Media
II. Four Important Social Networks
III. Integrating Social Media into Mktg. Strategies
IV. The Future: Social Media +
5
Understanding Social Media
How Social Media Came About• Web 2.0- First appeared in 2004 to describe a new way to use the WWW- Doesn’t refer to any technical update of the World Wide Web
• Blog- Is a contraction of “web log.”- A web page that serves as a publicly accessible journal and online forum
• Wiki A website whose content is created and edited by the ongoing collaboration of end users.
• User Generated Content (UGC) Refers to the various forms of online media content that are publicly available and created by end users.
6
Understanding Social Media
How Social Media Came About• Media Richness- Involves the degree of acoustic, visual, and personal contact between two communication partners. Example: Face-to-face communications is higher in media richness than telephone or e-mail communications
• Self DisclosureIn any type of social interaction: Individuals want to make a positive impression to… Achieve a favorable image with others.
7
Understanding Social Media
Involves the degree of acoustic, visual, and personal contact between two communication partners.
Example: Face-to-face communications is higher in media richness than telephone or e-mail communications.
In any type of social interaction: Individuals want to make a positive impression to… Achieve a favorable image with others.
This favorable image is affected by the degree of self-disclosure about a person’s thoughts, feelings, likes, and dislikes.
Social Media
8
Understanding Social Media
9
Comparing Social Media vs Traditional
MediaTraditional SocialCapability
Reaching all size audiences Yes Yes
Expense & Access HiEasy
LowEasy
Training/ People involved A LotTeams
A bit1 Person
Time to Delivery Days Minutes
Permanence Fixed Can Edit
Credibility Expert Just Sayin’
10
Social Media
I. Understanding Social Media
II. Four Important Social Networks
11
Four Social Networks - Facebook
Good
Good
OK
Facebook’s impact:
Surpassed 1 million active advertisers.
Has more than 800 million people who tap into it using mobile phones.
Introduced 15-second video uploads to its Instagram site.
The average 18- to 24-year-old user has 510 friends on the site.
12
Four Social Networks - Twitter
OK
Good
Good
Twitter impact:
- Has over 500 million registered users.
- Has over 200 million active users.
- Posts 400 million tweets a day.
13
Four Social Networks - Linkedin
Bad
Good
OK
Linkedin impact:
Has about 240 million registered users
Has conducted about 6 billion professionally-oriented searches.
Has over 3 million companies with Pages to post news and job openings.
Has over 30 million students and recent college graduates
14
Four Social Networks - YouTube
Good
OK
Bad
YouTube impact:
In 2013, it had over 1 billion users who:
- Watched 6 billion hrs of video a month.
- Uploaded 100 hrs of video each minute.
- Had over 1 trillion page views.