37
USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS Professor Chip Besio Cox School of Business

USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

Embed Size (px)

DESCRIPTION

USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS. Professor Chip Besio Cox 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. UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA?. - PowerPoint PPT Presentation

Citation preview

Page 1: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

Professor Chip BesioCox School of Business

Page 2: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

CONNECTING WITH TODAY’S COLLEGE STUDENTS USING FACEBOOK AND TWITTER

Page 3: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

Information sources college students prefer to use to buy products and services

Page 4: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

How Social Media Came About

• Web 2.0

• Blog

Defining Social Media

• User Generated Content (UGC)

UNDERSTANDING SOCIAL MEDIAWHAT ARE SOCIAL MEDIA?

Page 5: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

Social media classified by media richness and self-disclosure

Page 6: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

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

Page 7: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

●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

Page 8: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

FOUR IMPORTANT SOCIAL NETWORKS

FACEBOOKGlobal Reach of Facebook Monthly

Page 9: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

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

Page 10: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

The Facebook Profile Page for Bitter Girls

Page 11: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

How brand managers can use four social networks in developing their marketing strategies

Page 12: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

●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

Page 13: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

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

Page 14: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

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

Page 15: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

●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

Page 16: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

FOUR IMPORTANT SOCIAL NETWORKS

LINKEDINLinkedIn Users’ Industries

Page 17: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

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

Page 18: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

●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)

Page 19: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

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

Page 20: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

MARKETING MATTERSWhat Are Some of Your Other

Favorite Social Networks?

Hi5

Foursquare

StumbleUpon

Page 21: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES

SOCIAL MEDIA & THE STRATEGIC MARKETING PROCESS

Traditional Media: Passive Receivers

Social Media:

ActiveReceivers Influentials Delighted Evangelists

Page 22: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

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

Page 23: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

The demographic characteristics of U.S. visitors to Facebook in late 2012

Page 24: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

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

Page 25: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

Performance measures for social networks linked mainly to inputs or costs, as seen by a brand manager

Page 26: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

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

Page 27: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

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

Page 28: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

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

Page 29: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

THE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPS

THE CONVERGENCE OF REAL & DIGITAL WORLDS

The Convergence

The Devices

Apps

Page 30: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

MARKETING MATTERSWhat Are Some of Your

Favorite Mobile Social Networks?

Word Lens

Page 31: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

An array of diverse elements leads to a convergence of the real and digital worlds that trigger marketing actions

Page 32: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

THE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPS

CONVERGENCE LINKS SOCIAL MEDIA TO MARKETING ACTIONS

Price-Comparison Searches

Loyalty Programs

Location-Based Promotions

Page 33: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

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

Page 34: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

THE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPS

THE GLOBAL REACH OF SOCIAL MEDIA

Social Media and Global Marketing

Social Media and International Affairs

Page 35: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES

Page 36: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES

Page 37: USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS

INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES