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SOCIAL MEDIA MARKETINGGroup 3 presents:
Brittany CrailKellie Knapp
Rachel BalkovecCassondra Lopez
Elaine LandonDana Nagle
Hue Lai
Presentation 2, MGT 522November 30, 2009
• Definitions• Background
Social Media Lifecycle Not a Trend Barriers To Involvement Our Focus
• Implications• Activity• Conclusions
• Definitions• Background
Social Media Lifecycle Not a Trend Barriers To Involvement Our Focus
• Implications• Activity• Conclusions
•What is Social Media?
•What is Social Media Marketing?o Advantages to marketers?o Disadvantages to marketers?
Types of Social Media
• Social Networking Sites– Facebook, MySpace, Twitter, LinkedIn
• Media Sharing Sites– YouTube, CollegeHumor.Com, StupidVideos.com
• Virtual Worlds– Second Life
• Blogs, Podcasts, and Wikis
Life Cycle/Trendiness of Social Media Sites
• Introduction
• Growth
• Maturity
• DeclineSource: http://freepresentationslides.blogspot.com/2008/09/product-life-cycle-concept.html
Social Media Marketing Is NOT a Trend!
• Allows marketers to follow target audience
• Use lifecycle of sites to follow target market
• Most up-to-date way to reach audience
Social Media Marketing Is Hard For Companies To Get On Board
• Unable to develop strategy
• Main players today, not main players tomorrow
• Social site clutter
• Do not know which site target market is using
• Costly and time consuming
Focus: Facebook & YouTube• Created in 2004 by Harvard student• Re-created life cycle • “Social Network Site”• 250 million active users
• Created in 2005, acquired by Google in 2006
• Most popular media sharing site in world
• 100 million+ viewers per month
• Definitions• Background• Implications
Social Media Pros & Cons Brand Management Legal Implications
• Activity• Conclusions
• Definitions• Background• Implications
Social Media Pros & Cons Brand Management Legal Implications
• Activity• Conclusions
Pros: Facebook
• Find Information for Marketing Trends
• More Information• Market Segmentation• Send online coupons
Cons: Facebook
• Makes interactions with consumers less personal
• Difficult to measure successes• Ex. Wal-Mart Case Study
–Didn’t alter marketing strategy–Limited Discussion–Deviated from core value
Brand Management: Facebook• It is not just a page!
–Regular updates–Value to target audience–Similar message as other social media
tools used
• Examples:–Target, Zappos.com
Legal Implications Facebook• Contests /
Sweepstakes
• Phishing
• Privacy -Business Pages vs.Personal Pages
Pros: YouTube
• Greater Access to videos• Categories• There is no account
needed, or specific privacy settings
• Businesses can see the popularity of their video.
Cons: YouTube• Low quality picture• Time restrictions•Can’t control employee’s actions• Ex. Domino’s Case Study
Brand Management: YouTube• YouTube humanizes the brand – few
things that don’t work on video–Shows fun and creativity of brand
• Need share-able content• Regular updates required• Examples:
–Ford, Roxy and Quicksilver
Legal Implications YouTube
• Copyright
• Privacy-Anonymity
vs. First Amendment Rights
• Definitions• Background• Implications• Activity• Conclusions
• Definitions• Background• Implications• Activity• Conclusions
• Definitions• Background• Implications• Activity• Conclusions
• Definitions• Background• Implications• Activity• Conclusions
Conclusion
Questions ???