1. Silvia Rita Sedita silvia.sedita@unipd.it

2. What? Social media are also known as user-generated content (UGC) or consumer-generated media (CGM) is the visual/verbal sharing of thoughts and ideas with others having the same or similar interests that have been placed on the Internet by non-media professionals. Social media unites a buyer and a seller through the sharing of thoughts and ideas or through various types of promotional efforts. Source: Blakeman (2014)

3. “A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.” Markets are conversations Source: Locke et al. 2001; http://www.cluetrain.com/

4. How? Rather than initiate and control the conversation with the consumer, the type of advertsising appearing on social media sites today requires advertisers to join the conversation and develop dialogue with the targeted audience Social media enable interactions brand- consumers (B2C) and consumers-consumers (C2C) – Increase brand awareness and brand loyalty Social technologies enable these conversations

5. Social technologies Social technologes are digital technologies used by people to interact socially and together to create, enhance and exchange content. – They are enabled by information technologies – They provide distributed rights to create, add and/or modify content and communications – They enable distributed access to consumer content and communications Source: McKinsley Global Institute, 2012 The Web is a cognitive revolution

6. Source: McKinsley Global Institute, 2012

7. Facebook and twitter are not alone…

8. Source: McKinsley Global Institute, 2012 18% 15% 41% 47%

9. Source: McKinsley Global Institute, 2012

10. Why? For businesses large and small social media is a great way to – Generate or increase sales – Lower advertising costs – Increase brand reputation – Create customer engagement

11. Social media marketing strategy

12. Social media marketing tactics

13. Social «value» A recent report by the McKinsey Global Institute showed how digitally prepared companies can unlock up to $1.3 trillion in annual business value by leveraging social technologies. – Companies that are not digitally prepared to handle the social media arena will not be in a position to benefit from this financial windfall. In order to take advantage of this massive influx in digital communications, today’s professionals must have well-honed social media skills.

14. Stylized facts “ 2/3 of The Fortune 500 are actively engaging customers on social channels.” As social media marketing continues to grow, nearly two- thirds of the Fortune 500 is actively engaging customers, partners, and prospects on YouTube (69%), Facebook (70%), and Twitter (77%) and the use of Social Relationship Platforms to expedite this engagement is increasing. 72 percent of adults online use social media sites This is a boon for businesses because demographic social media studies show that the majority of people who engage in social media have an annual income greater than $75K, and a college level education or higher, which favors their ability to seek out and purchase products and services.

17. References McKinsley Global Institute (2012) The social economy: Unlocking value and productivity through social technologies. http://www.mckinsey.com/insights/high_tech_telecoms_inter net/the_social_economy http://www.mckinsey.com/insights/high_tech_telecoms_inter net/the_social_economy Blakeman R. (2014) Nontraditional Media in Marketing and Advertising, Sage, Los Angeles. Locke C., Levine R., Searls D., Weinberger D. (2001), The Cluetrain Manifesto: the end of business as usual, Perseus Books Group, New York