Barker & Barker

Social Media Marketing:

A Strategic Approach, 2e

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted
in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for
classroom use.
 The Role of
Social Media Marketing
Chapter 1

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Chapter Outline
What is SMM?
The Seven Myths of SMM
The History of SMM
Why SMM is Different
Careers in SMM
What Are the Characteristics of a
Successful Social Media Marketer?
Best Practice for SMM

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 What Is SMM?
Refers to the process of gaining website traffic
or attention through social media sites
 Aspects of SMM
Buzz Promote

Creating buzz or newsworthy Building ways that enable fans of a

events, videos, tweets, or blog brand or company to promote a
entries that attract attention and message themselves in multiple
have the potential to become viral online social media venues.
in nature.

Conversations Ecosystem

Encourages user participation and Social media is part of a larger

dialog that respects the users and media ecosystem of owned, paid,
has its own way of engaging and earned media, which
followers. represents a way for marketers to
leverage their own brand efforts.
 Types of Media

Paid Owned Earned

Media Media Media

• Word of mouth
Traditional advertising
• Facebook
• Corporate website comments
•Print
• Campaign microsite • Twitter mentions
•Television
• Blog • Vine
•Radio
• Facebook page • Blogs
•Direct mail
• Review sites
•Store displays
• Forums
 Figure 1.2

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Figure 1.1

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 The Seven Myths of SMM
#1-Social Media is Just a Fad
#2-Social Media is Just for the Young
#3-There is no Return on SMM
#4-SMM Isn’t Right for This Business
#5-SMM is New
#6-Social Media is Too Time-Consuming
#7-Social Media is Free

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Figure 1.3

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Figure 1.4

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Figure 1.5

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Figure 1.6

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Figure 1.7

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 The History of SMM
Social media has reached critical mass.
73% of adults in the U.S. have a profile on a
social network.
See the timeline in Figure 1.8.
ARPANET
USENET
WELL
MySpace, Delicious, Second Life, Facebook
Flickr, YouTube
Twitter
© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Figure 1.8 (part 1)

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Figure 1.8 (part 2)

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Why SMM is Different
Several aspects distinguish SMM from
traditional marketing:
Control (traditional) vs. contributions (SMM)
Trust building; be earnest, down-to-earth.
Trust is slow to earn, but easy to lose.
SMM is a unique combination of marketing
creativity and technology.

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Figure 1.9

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Careers in SMM (1 of 2)
From virtually nothing in 2003, social
media now measures in billions.
That growth has fueled the number of
jobs in the field.
But numbers hard to come by, as many SM
marketers have transitioned from other jobs in
their firms, and because many work part time.

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Careers in SMM (2 of 2)
Many positions available, including these:
Blogger
Community manager
Digital media manager
Director, social media marketing
Engagement manager
Interactive media associate
Social media account executive
And many more

© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 What are the Characteristics of a
Successful Social Media Marketer? (1 of 2)
Good communication skills
Able to engage with a diverse group
Being a good listener
Good writing skills
Working knowledge of computers and the
Internet
Programming not required
Knowledge of search marketing desirable
Proficiency on at least 3 leading social
platforms: Facebook, Twitter and LinkedIn
© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
 Successful SMM

1 Stay on top of social media trends

2 Be prepared to think and act quickly

3 Be comfortable with analytics

4 Learn to write for social media

5 Establish and maintain your social media presence

6 Show yourself to be an effective user of social media

 Best Practices for SMM
1. Begin with a strategy backed by a SMM plan.
2. Be honest and transparent in all your social
media efforts.
3. Identify your target audience, and understand
its media behavior before you begin.
4. Welcome participation and feedback from
your audience.
5. Remember that what you know today may not
be valid tomorrow. SMM changes with the
speed of technology.
© 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a
certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.