Entrepreneurship Mr. Bernstein Social Media Marketing October 29, 2014

Advertising through Social Media Generate attention Mold brand image Direct traffic to more content-rich website 2 Entrepreneurship Mr. Bernstein

Advertising through Social Media Fosters interaction and more personal communication between producer and consumer Retweets, reposts are “word of mouth” advertising and considered more genuine (“earned media” vs. “paid media”) Relatively inexpensive compared to traditional forms of advertising Goal is to create a buzz (score an “Oreo moment”) 3 Entrepreneurship Mr. Bernstein

…Oreo Moment? 4 Entrepreneurship Mr. Bernstein

…Another example: Academy Awards …the selfie that crashed Twitter 5 Entrepreneurship Mr. Bernstein

Key Advantages of Social Media Data collection becomes more personal, more reliable and much more cost efficient Combined with new analytics tools and computing power, results in refined segments Not only a medium to advertise and a platform for promotions, but a tool to integrate with and leverage other marketing efforts 6 Entrepreneurship Mr. Bernstein

Marketers Now Heavy Users of Social Networks 7 Entrepreneurship Mr. Bernstein

Measuring Effectiveness 8 Entrepreneurship Mr. Bernstein

Who Conducts Measurements? What are your goals and how will you measure success? In-house analysis: 16 Tools Every Social Media Manager Should Be Using Right Now16 Tools Every Social Media Manager Should Be Using Right Now Can be outsourced to marketing firms Example: Unionmetrics.com 9 Entrepreneurship Mr. Bernstein