1. MARKETING & SOCIAL MEDIA A FIVE PART PRESENTATION BY AILEEN, JAMES, NOEMI & TANITA

2. Common social media platforms used in marketing for businesses are… FACEBOOK Founded on February 4, 2004, by Mark Zuckerberg By 2007, Facebook had 100,000 business pages (pages which allowed companies to promote themselves and attract customers). By 2014, Facebook’s COO declared they had fulfilled their vision of connecting the world BING Bing was unveiled by Microsoft CEO Steve Ballmer on May 28, 2009 In 2012, Bing search engine can now have friends appear alongside search results, an effort to make the site more social. The ability to recall an ad improves 55% if your friend’s name or picture is beside that ad, this is called social context. References include computerworld.com and techcrumch.com

3. Marketing Plan A marketing plan is a comprehensive blueprint which outlines an organization's overall marketing efforts Marketing Plan A marketing plan is a comprehensive blueprint which outlines an organization's overall marketing efforts Strategy enhancement Strategic marketing integrates consumer research, product enhancement and new product development, and marketing to increase sales and market share Strategy enhancement Strategic marketing integrates consumer research, product enhancement and new product development, and marketing to increase sales and market share Result measuring Measuring the contribution that a given marketing program has on revenue and profits MARKETING PROCESS Textbook Reference

4. Local Businesses Financial publics Internal Publics Local Publics Social Media MARKETING Strategy Suppliers Vendors Advertising Agencies Marketing Intermediaries Banks Insurance firms PR Firms Competitors Companies that compete for the same consumer dollars. Companies that offer similar services Publics Political Religious Cultural Allows businesses to integrate all of these at once Textbook Reference

5. Businesses & Social Media McDonald’s www.mcdonalds.com McDonalds was one of the first businesses to begin using social media since Facebook’s inception in 2004 First ones to start using the “check in” feature in 2010 Facebook was one of the major sources of marketing and advertising for large businesses Today, McDonald’s has 31,842,589 followers Although sales have dropped 16%, McDonalds is still #1 among young adults 16 to 34 Burger King www.bk.com Burger King did not arrive on the Facebook scene as quickly as McDonalds did, currently having 7210535 followers Facebook helped the BK chain do a major brand and image change Social Media allows for businesses to get feedback on how business is going, taking it back to the step of result measuring. Between 2004 & 2008 BK struggled to find their image, today they rank #3 in fast food coming in behind Wendy’s References include burgerbusiness.com, forbes.com & bluewolf.com

6. Cost of Facebook Businesses pay FB $1 B per quarter to advertise McDonalds operates on a cost per click basis for advertising FB offers different budget categories for businesses McDonald’s has an annual global advertising budget of $2.3 billion Cost of Facebook Businesses pay FB $1 B per quarter to advertise McDonalds operates on a cost per click basis for advertising FB offers different budget categories for businesses McDonald’s has an annual global advertising budget of $2.3 billion Cost of Bing Bing operates on a keyword search cocept The business sets its budget on how much they are willing to pay to be shown when someone types a relatable word in the search box Burger King uses Bing to advertise and uses the Bing Rewards Program to customers who use the search engine BK has an annual global advertising budget of $4.2 billion Cost of Bing Bing operates on a keyword search cocept The business sets its budget on how much they are willing to pay to be shown when someone types a relatable word in the search box Burger King uses Bing to advertise and uses the Bing Rewards Program to customers who use the search engine BK has an annual global advertising budget of $4.2 billion How much do businesses spend on References include burgerbusiness.com

7. Gender AgeIncome Time Spent on Site Most Popular Locations Average $ spent McD does not have a specific gender. They are popular among men & women. McD average consumer age is 16 to 34. McD average FB follower is 40 McD avg consumer income is $60K. The more they make, the more they eat out. McD consumers spend 12 mins on their FB page and 14 mins on their website McD most popular locations are in neighborhoods with schools, businesses & apartment complexes McD sells 75 burgers a second with a monthly check avg of $14. BK is also popular among men & women BK avg age of consumer is 18 to 34. BK has an avg consumer income of $29K. BK consumers spend 8 mins on their FB page and 18 mins on their website BK most popular locations are in urban neighborhoods BK sells more $1 burgers than value meals with a monthly check avg of $6 an example text. This is an example text. Demographics that affect McDonalds and Burger King References include entrepreneur.com, businessweekly.com, fastfoodmarketing.org, burgerbusiness.com

8. Facebook Keeps businesses such as McD and BK at TOMA (TOP OF MIND AWARENESS) CONSUMER SEARCH Bing Uses AIDA to influence consumer’s searches on the internet (ATTENTION, INTEREST, DESIRE, ACTION) NEED OR WANT IS DETERMINED CONSUMER CHOOSES BUSINESS FEELS IMPACT OF CONSUMER DECISION Social Media has a major effect on business growth and sustainability References include socialmediaexamner.com

9. Is Social Media controlling our minds? The first thing a business needs to do is brand in order to get fans on Facebook. This is referred to as connecting. Once that is accomplished, they create unique content and provide value for the attention of those fans. This is known as engaging. The third thing businesses want to do is get their fans to influence their friends. Influencing their friends, really, is the key to marketing through social media. It’s the newest form of “word of mouth” References include canadianmarketingassociation.com

10. Benefits Restaurants benefiting from Social Media: Starbucks -37 Million FB Followers 17 Million Bing Reward Members McDonalds- 31 Million FB Follower 30 Million Bing Reward Members Burger King-7 Million FB Followers 11 Million Bing Reward Members Chick-fil-A-7 Million FB Followers NOT a Bing Rewards Affiliate Outback-2 Million FB Followers NOT a Bing Rewards Affiliate Is a useful tool for seeing what users are saying about that particular brand A great resource for generating brand awareness Provides potential to build the relationship with the consumer Ability to offer discounts, promotions, and reward programs References include marketingjive.com, nationalrestaurantnews.com, facebook.com, and bing.com

11. What could go wrong? REVIEWS One negative review can have long term effects on a business DEMOGRAPHY If not careful, the wrong type of customer could be attracted COMPETITION Competing businesses can attempt to discredit one another CONTENT Posts or advertisements can be offensive to a particular demographic REWARDS Reward redemptions are not always available in all locations POTENTIAL PROBLEMS Reference includes forbes.com

12. $1 Million grand prize with purchase CONTENT UPDATES How often are these deals & promotions offered? Chain-wide sales declined 6.1% after promotion was over Collective Revenue in 2013 was $1.52B McDonalds offers a yearly monopoly promotion Yearly Promotion Maximum Exposure References include Forbes.com and cbsnews.com

13. Free Fruit and Berry Oatmeal for breakfast purchases from 8AM to 9AM. Free Medium Fries with the purchase of the new $2 Jalapeno Double. MCDONALDS The fruit and berry oatmeal is a healthy choice, however, its only 8.9 oz. Free fries are nice, but purchase of the value meal is a difference of $1.33. Most people want something to drink with their meal. PROS/CONS Get the new Mushroom & Swiss Big King and a second burger of your choice for $5. Free Medium Onion Rings with the purchase of the new Ultimate Bacon Cheeseburger (for a limited time only) BURGER KING BOGO is good, but a drink or side is extra causing consumer to spend more than $5. Average consumer enjoys fries with their burger, not onion rings. PROS/CONS CURRENT PROMOTIONS BEING OFFERED AS OF 6 AUG 2014 References include burgerbusiness.com