1. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 1 1 Social Media

2. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter Objectives After reading this chapter you should be able to: 1.Describe what exactly is meant by “social media.” 2.Discuss the advantages of social media compared to traditional media choices. 3.Explain some of the major social media categories and different social media brands (e.g., Facebook, Twitter, Google+, LinkedIn) within those categories (e.g., Communication-social networking). 2

3. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter Objectives (cont’d) 4.Provide examples of some successful social media campaigns and how these were integrated into a company’s IMC efforts. 5.Explain the privacy issues and other major concerns with social media. 6.Understand how social media effectiveness is best measured and what metrics are used. 3

4. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Is Facebook Becoming Passé? 4

5. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media Social media: web-based and mobile technology used to turn communication into interactive dialogue. Integrates technology and social interactions to create value for users Helps to solve consumer problems by establishing communication 5

6. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Figure 14.1: Social Media Landscape 6

7. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Comparisons with Traditional Media Reach Both offer scale, but traditional media is more centralized, while social media is decentralized Usability Traditional media requires specialized skills and training Anyone with online access can generate content for social media Immediacy Traditional media often has long time lags Social media can be generated very quickly Permanence Once created, traditional media cannot be altered Changes can be made “on the fly” with social media 7

8. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media Advantages and Disadvantages Flexibility Reach Consumer engagement Two-way dialogue Integration Improved metrics Cost effectiveness Privacy and censorship Lost productivity, addiction, and fatigue Meaningless comments Hackers and frauds Negative comments 8

9. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ranking of Social Media Sites by Alexa 9

10. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Facebook Social network service and website launched in 2004 Over 1 billion active users (2012); 182 million in the U.S. (In comparison, the 2012 Super Bowl audience was 111 million.) $3.7 billion in revenue “Write the Future” video initially launched 5/20/10 only on Facebook – 9 million views; > 21 million views on YouTube Engagement ads live on the right side of the Facebook page, footnoted by names of friends who have “liked” or interacted with the ad. If a member “likes” the brand, future company ads/messages might appear insider the member’s newsfeed at no extra cost to the advertiser. One-half of Facebook users check their site every day. Yet, click-throughs on Facebook ads are only.1% (vs. Google - up to 10%). However, if a user sees a friend “likes” an ad, they are 30% more likely to recall the ad’s message. Privacy issues – Facebook Places, apps See Stone, Brad (2010), “Sell Your Friends (How Facebook Sells You),” Bloomberg Businessweek, Sept. 27, pp. 64-72. 10

11. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Figure 14.2: Share of Time Spent on Facebook.com by Content Section 11

12. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Twitter Website established in 2006 offering social networking and micro-blogging, enabling users to send tweets – text-based posts up to 140 characters and displayed on the user's profile page. Users may subscribe to other author tweets – known as a following and subscribers known as followers. $140 million in revenue (2010); 500 million visitors (monthly) (April 2012) Late in 2009, Twitter changed their prompt from “What are you doing?” to “What’s Happening? Advertising: While Twitter does not display advertising, advertisers can target users based on their history of tweets and may quote tweets in ads directed specifically to the user. Promoted tweets show up in Twitter search results; users can retweet ads at no extra cost to the advertiser. 12

13. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Twitter Content Tweet contents: Content of 2,000 U.S. Tweets according to Pear Analytics (Aug. 2009): Pointless babble — 40% Conversational — 38% Pass-along value — 9% Self-promotion — 6% Spam — 4% News — 4% 13

14. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Successful Social Media Campaigns: Blendtec’s “Will It Blend”? 14

15. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Successful Social Media Campaigns: Burger King’s “Subservient Chicken” 15

16. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Successful Social Media Campaigns: Old Spice 16

17. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Successful Social Media Campaigns: Common Objectives and Themes Sharing humor and creativity with consumers Deals and contests Causes, sponsorships, and events Interactive games, virtual worlds, and avatars Consumer-generated stories and content 17

18. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. What Makes a Social Media Campaign “Work” and Why Encourage storytelling about the brand Co-produce messages and meanings with consumers “Step into the real world” Connect and engage with customers through empathy, understanding, and openness Evolve with your customers in being social and human Admit mistakes and accept criticism 18

19. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Privacy and Other Concerns Privacy General Privacy Principles Notice Consent Access Security Facebook Privacy Policy Critics have voiced concern over Facebook’s privacy policy including the use of location services, third-party data tracking, and allowing advertisers to republish user posts Other Concerns Addiction Age of users 19

20. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media Measurement: comScore’s 2-million Social Essentials Panel Impressions/Unique Exposed Fans= Frequency Total U.S. Reach x Frequency = Total U.S. GRPs

21. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Unpaid Brand Impressions on Facebook comScore Example 21