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Social Media Social Media Marketing and Branding: RTV 4800: Telecom Planning and Operations

This document summarizes a presentation on social media marketing and branding. It discusses key concepts of social media including participation, openness, conversation and community. It also outlines various social media tools and trends, providing statistics on social media usage. Examples of how companies can implement successful social media marketing campaigns through community engagement and building relationships are presented, with a case study on how Starbucks utilizes social media. The presentation concludes by discussing social network marketing systems, processes, campaign management and research findings.

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Sandeep Sharma
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37 views

Social Media Social Media Marketing and Branding: RTV 4800: Telecom Planning and Operations

This document summarizes a presentation on social media marketing and branding. It discusses key concepts of social media including participation, openness, conversation and community. It also outlines various social media tools and trends, providing statistics on social media usage. Examples of how companies can implement successful social media marketing campaigns through community engagement and building relationships are presented, with a case study on how Starbucks utilizes social media. The presentation concludes by discussing social network marketing systems, processes, campaign management and research findings.

Uploaded by

Sandeep Sharma
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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RTV 4800: Telecom Planning and Operations

Social Media Marketing and Branding


Presented by Miao Melissa Guo

Agenda
Social media concept and characteristics Social media tools and their status Social media marketing and a successful case Social network marketing systems & processes Social networking marketing campaign management
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The Concept of Social Media


Social media is online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content (Wave 3, 2008). The term reflects the sharing of information, experiences and opinions through a series of widely available, easyto-use tools. Social media encourages the building of communities; groups of people with common interests who are keen to interact with one another on matters important to them
(Immediate Future, 2008).
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The Characteristics of Social Media


Participation Openness Conversation Community Connectedness

Social Media Tools

Social Media Developing Trends


Social media, once the domain of younger, techsavvy consumers, has gradually entered the mainstream and covers a broad demographic spectrum. No longer just as a platform for friends to stay connected in real time, social media continues to grow in popularity and importance in the organizational world.

Social Media Status

Social Media Status

A collection of social media statistics for 2009

Social Media Marketing


Social media marketing is an engagement with various social media tools or any other online collaborative media to generate exposure, opportunity and sales.

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Social Media Marketing


Media: The Old Way
one-way Push-driven Interrupt-driven Brand-driven

Media: The New Way


Participatory Multi-way (brand-tocustomer, customer-tobrand, customer-tocustomer) User-powered, opt-in

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Social Media Marketing

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-- A successful case
It is about the relationships we form with our customers, not marketing. We need to build our social strategy up with integrity so that we are not compromising the relationship with customers. -- Alexandra Wheeler, director of digital strategy of Starbucks

Deputize people throughout the organization


e.g.: MyStarbucksIdea.com

Understand how each channel provides a different dimension of engagement e.g.: Facebook.com/Starbucks Centralize coordination Find champions who can explain and mitigate risk
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Social Network Marketing Systems & Processes


Social network strategy Campaign creative User experience Engagementbrand building

Define brand objectives

Social network activities

Individuals

External systems

Measure engagement

Commitment / Feedback Loop

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Media Engagement Measure

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Social Network Marketing Campaign


The Objective: building brand loyalty and relationships Components of Social Network Campaign
Being part of the conversation Fostering dialogue on social networks Shift in power from brand to consumer Building relationships with users on social networks E-commerce functionality on social networks, such as Facebook Viral marketing and word-of-mouth marketing

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Social Network Campaign Management


Profile monitoring Fans turning on/against brands Empowered fans

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Research Findings (Agree/Disagree?)


Brand must use transparent communication Users do not want to purchase products and services via their profile page Brands and marketers must listen to their friends/fans Any brand can benefit from social networks Engage users far beyond the first transaction

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Research Findings (Agree/Disagree?)


User comments and suggestions offer real value Great creative is the key to effective engagement Social ads help build between brand and user Loyalty and trust is the key metric not the number of friends or fans
Refer to Social network marketing, engagement marketing and brands retrieved from www.socialnetworkmarketinguk.com

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