Social Media Marketing: A Strategic Approach, 2e Barker & Barker Social Media Marketing: A Strategic Approach, 2e © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

The Role of Social Media Marketing Chapter 1 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Chapter Outline What is SMM? The Seven Myths of SMM The History of SMM Why SMM is Different Careers in SMM What Are the Characteristics of a Successful Social Media Marketer? Best Practice for SMM © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

What Is SMM? Refers to the process of gaining website traffic or attention through social media sites Segue Slide

Aspects of SMM Buzz Creating buzz or newsworthy events, videos, tweets, or blog entries that attract attention and have the potential to become viral in nature. Promote Building ways that enable fans of a brand or company to promote a message themselves in multiple online social media venues. Conversations Encourages user participation and dialog that respects the users and has its own way of engaging followers. Ecosystem Social media is part of a larger media ecosystem of owned, paid, and earned media, which represents a way for marketers to leverage their own brand efforts. Buzz is what makes social media work. It replicates a message through user to user contact. It emulates word of mouth, only much more widely. Remember the Ford focus post? That was designed to enable fans to promote the message. Sometimes they use coupons or promo codes to help promote their products. SMM is not controlled by the organization! Instead it encourages user participation and dialog. But posts must be designed in ways that bring positive responses. Finally, social media is part of a larger media ecosystem of other marketing avenues. It’s a subset of digital marketing, which includes any online or digital content created for a product.

Traditional advertising Types of Media Traditional advertising Print Television Radio Direct mail Store displays Paid Media Owned Media Corporate website Campaign microsite Blog Facebook page Earned Media Word of mouth Facebook comments Twitter mentions Vine Blogs Review sites Forums

Figure 1.2 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Figure 1.1 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

The Seven Myths of SMM #1-Social Media is Just a Fad #2-Social Media is Just for the Young #3-There is no Return on SMM #4-SMM Isn’t Right for This Business #5-SMM is New #6-Social Media is Too Time-Consuming #7-Social Media is Free © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Figure 1.3 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Figure 1.4 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Figure 1.5 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Figure 1.6 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Figure 1.7 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

The History of SMM Social media has reached critical mass. 73% of adults in the U.S. have a profile on a social network. See the timeline in Figure 1.8. ARPANET USENET WELL MySpace, Delicious, Second Life, Facebook Flickr, YouTube Twitter © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Figure 1.8 (part 1) © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Figure 1.8 (part 2) © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Why SMM is Different Several aspects distinguish SMM from traditional marketing: Control (traditional) vs. contributions (SMM) Trust building; be earnest, down-to-earth. Trust is slow to earn, but easy to lose. SMM is a unique combination of marketing creativity and technology. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Figure 1.9 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Careers in SMM (1 of 2) From virtually nothing in 2003, social media now measures in billions. That growth has fueled the number of jobs in the field. But numbers hard to come by, as many SM marketers have transitioned from other jobs in their firms, and because many work part time. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

Careers in SMM (2 of 2) Many positions available, including these: Blogger Community manager Digital media manager Director, social media marketing Engagement manager Interactive media associate Social media account executive And many more © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

What are the Characteristics of a Successful Social Media Marketer What are the Characteristics of a Successful Social Media Marketer? (1 of 2) Good communication skills Able to engage with a diverse group Being a good listener Good writing skills Working knowledge of computers and the Internet Programming not required Knowledge of search marketing desirable Proficiency on at least 3 leading social platforms: Facebook, Twitter and LinkedIn http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2015/ Watch the video © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.

1 3 4 5 6 2 Successful SMM Stay on top of social media trends Be prepared to think and act quickly 2 Be comfortable with analytics 3 Learn to write for social media 4 https://youtu.be/4HbWOsq7qXY (top ten social media trends) Establish and maintain your social media presence 5 Show yourself to be an effective user of social media 6

Best Practices for SMM 1. Begin with a strategy backed by a SMM plan. 2. Be honest and transparent in all your social media efforts. 3. Identify your target audience, and understand its media behavior before you begin. 4. Welcome participation and feedback from your audience. 5. Remember that what you know today may not be valid tomorrow. SMM changes with the speed of technology. https://youtu.be/4HbWOsq7qXY (top ten social media trends) © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.