1. Chapter 4 Marketing Communications in Social Media

2. Learning Objectives 1.List and define the six social media promotion steps. 2.Identify the key social media communication objectives. 3.Explain how to select social media tools and platforms to achieve campaign objectives. 4.Compare and contrast the essentials of owned, paid and earned media. 5.Give examples of several owned social media channels and tactics. 6.Explain the advertising formats for social media.

3. Opening Case: Johnson & Johnson Uses New Media Marketing The Problem – A major problem facing the company is that its production and marketing must comply with strict global government regulations – With high Internet and mobile usage, it is important for companies to use online communication tools to reach and support its customers

4. Opening Case: Johnson & Johnson Uses New Media Marketing Using Internet Media Channels – Web 1.0 Stage – Web 2.0 Stage Mobile Advertising Campaigns Social Networks The Results

5. Lessons Learned from this Case The opening case illustrates how a very large company, uses several social media tools to increase its customers' awareness, positive attitude, and trial of its brands The company started to communicate with its customers in blogs, later adding all major social media tools and social networks The company runs several well-known campaigns with financial, administrative, and social-related success

6. Getting Started with Social Media Promotions Listening to Customer Developing Market Communication Social Media Target Markets Social Media Communication Objectives

7. Figure 4.1 Social Media Promotion Steps and Example

8. Getting Started with Social Media Promotions Social Media Communication Objectives – Examples of Goals and the Social Media Platform/Tool Tactics to Accomplish Them Product Awareness Interest and Desire Purchase Identify Social Media Hangouts – Discovering the Best Social Media to Use

9. Figure 4.2 Facebook Ad for a Gong Concert

10. Promotional Tools: Definitions and Use Advertising* Public relations* Sales promotion* Direct marketing* Personal selling*

11. Social Media for Social Commerce Communication Social Media Platforms – Article sharing – Blogs and microblogs – Mobile Apps Owned, Paid, and Earned Social Media 1.Owned media* 2.Paid media* 3.Earned media* – Social Media Content

12. Figure 4.3 Owned, Paid, and Earned Media Are All Content Driven Source: Strauss and Frost (2014). Used with permission.

13. Owned Social Media Controlling Social Media Types of Owned Social Media – Websites dedicated to gathering customer opinions – Online public and private communities – Blogs and microblogs – Multimedia sharing sites – Virtual worlds – Company-hosted virtual events – Mashups

14. Owned Social Media Focus on Pinterest Focus on Twitter and Other Microblogging Other Types of Owned Social Media – Online Games and Advergaming Advergaming (in-game advertising)* – Online Gifting – Branded Apps Widgets*

15. Owned Social Media Making Press Relations Social Media Friendly – Sharing tools – Headlines – YouTube video – SoundCloud – Photo galleries – Social commenting – Selected contact information – Entire press release is embedded inside a marketing automation system

16. Figure 4.4 Social Media Press Release Source: Shift Communications at shiftcomm.com/2012/12/social-media-press- release-2-0 (accessed August 2014). Used with permission.shiftcomm.com/2012/12/social-media-press- release-2-0

17. Paid Social Media: Advertising Advertising Formats – Display Ads – Classified Ads – Choose-Your-Own-Ad Format – Social Ads*

18. Figure 4.5 Social Ad

19. Paid Social Media: Advertising Video Advertising – Behaviorally Targeted Ads (also called contextual ads and remarketing) Video: “Sharp Employees Talk About The Sharp Experience” at youtube.com/watch?v=25Ik9rAoQEsyoutube.com/watch?v=25Ik9rAoQEs – Sponsored Content – Product Placement – Text Link Ads

20. Paid Social Media: Advertising More Social Media Advertising Examples – Facebook Advertising Video: “Social Media Marketing - Social Marketing - Facebook Marketing” at youtube.com/watch?v=CzIkKOlaAxU youtube.com/watch?v=CzIkKOlaAxU – Twitter's "Promoted Tweets," "Trends," And "Accounts" – LinkedIn Advertising – Advertising in Second Life – Mobile Advertising Location-Based Ads Advertising Pricing Models

21. Coordinating Social, Internet, and Traditional Media Promotion Plans Inbound marketing*