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Social Media Marketing
Michelle Via
OverviewWhat is Social Media Marketing?
Why is it important to a brand? (Advantages)
What are some drawbacks to using it? (Disadvantages)
Case Studies on Successful Social Media Marketing integration
What is Social Media Marketing?
Set of technologies and channels targeted at forming and enabling a massive community of participants to productively collaborate
eWOM?
Social networking websites
(ELECTRIC WORD OF MOUTH)
(SITES CONTAINING DIGITAL AUDIO, IMAGES, MOVIES, OR PHOTOS)
Blogs
Internet discussion boards and forums
Moblogs
• Customers Brand experience online= brand power• eWOM= consumers trust their friends and family
opinions on products• Increase overall organization of online marketing
strategy• Recruiting• Providing Customer Support• Providing Customer Support
Advantages
#1 “Generated exposure for my business”
• “Increased my traffic/subscribers/opt-in list” • “Resulted in new business partnerships”• “Helped us rise in search rankings”• “Reduced my overall marketing expenses”
Advantages
Disadvantages
•Information overload
•Social networking overload
•Wrong online brand strategy could put you at a eWOM disadvantage
•Social Media Marketing is time consuming
•Risk of negative information spreading like wildfire virally
Brogan & Partners
Children’s Hospital Boston (CHB)34% of people who log onto the Internet for health searches use social media resources to become informed on health-related topics
Appeal to 18-to-34 year old demographic
Follows HIPPA Regulation
CHB uses a “fan-gate”
560,000+ Fans
ASU vs. CHB
50,124 Fans
22,353 Fans
21,507 Fans
FANtastic Photo of the Week636 peopleClicked “Like”
652 peopleClicked “Like”
Blog: Vector
Blog: Thrive
Trademarked: “Original Social Media Agency”
Accolades: Among World’s Top 5 Social Media Marketing Firms in 2011
Clients: Microsoft Office, Intel, Bing, Ad Council, MSN, Comcast, Unicef (lits goes on and on)
Ignite Social Media
“Team of strategists and technologists focused on corporate social media marketing”
Challenge: Launch LemonAid Cause Campaign in conjunction with their new Sweet Lemon Product Line
Challenge #2: Incorporate their important values campaign: Stop Sex Trafficking of Children & Young People
The Body Shop USA
Follow @thebodyshopusaHashtag #LemonAidBecome a Fan on FacebookEnter a sweepstakesInstall a widget
Social Media Involvement
The donation: $1
• The Body Shop’s Initial Donation Goal was reached and beat in under a week of launching the campaign
• In less than a month LemonAid reached the traffic goal and exceeded it by another 100%
• Sweepstakes: Gathered 14,701 emails• Facebook: 33% more fans• Twitter: 11% increase of followers• Blog Marketing: Reached 1.4 million people
Results…