WEEK 6 SOCIAL MEDIA How Social Media

WEEK 6 – SOCIAL MEDIA How Social Media (SM) is used in advertising and marketing and how SM has changed conceptions of consumers ? Presenting By: Victor Potapov Shayella Ahmed Kyrylo Safronov Sara Nabila Mc. Allister Fowzia Abdallah Bin Omar

Outline • • Definitions History of Social Media Theories Case Study: Facebook Effectiveness and Difficulties of Social Media in Facebook Conclusion Questions Referencing

Marketing, Advertising and Social Media? (1) Marketing • “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” (AMA, 2004). • “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (AMA, 2007).

Marketing, Advertising and Social Media? (2) Advertising • “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” (Bovee, 1992, p. 7).

Marketing, Advertising and Social Media? (3) Social Media Kaplan and Haenlein provide us with the following most recent (2010) definition: “A group of Internet-based applications that build on the ideological and technological foundations of Web 2. 0, and that allow the creation and exchange of user-generated content. ” Elements of Social Media:

History

Theories (1) • User Generated Content (UGC): (Kaplan and Haenlein, 2010) • Facebook Generation (Generation Y): (Fox and Madden 2006) • ‘Ubiquitous Pursuit’ concept: (Ibrahim, 2010)

Theories (2) • Social Presence theory – Media Richness Theory

Location &Time Sensitivity Source: Kaplan (2011)

Integrated Promotions Model The 6 th “Hybrid” Element ia d Promotional Strategy ia c So Direct Marketing Communications Mix Sales Promotion Mangold & Faulds (2009) e l. M Advertising PR

Social & Political Marketing Example Source: Chang (2009)

Case study: Facebook • Facebook effectively provides a Social Media platform which allows Two-Way communication, encourages User Generated Content and collaboration • It also provides an (API) application programming interface as a medium between users/consumers and businesses to develop further Facebook applications thus effectively creating other means of social media. • For e. g. Facebook Groups, FB apps, interactive games, chats, targeted advertising, online payment systems, Groupon.

Case study: Facebook is not alone! • Facebook v. Others social media such as VK. • The popularity and growth of Facebook is increasing at a much slower rate in comparison to other Social Media. • Expansion of VK. • The tragedy of Facebook.

Effectiveness and Difficulties of Social Media in Facebook Effectiveness of using Social Media • Facebook is closely related to the principle of Web 2. 0 (second generation of internet-based applications). • Facebook applications can directly engage consumers in the creative process • Facebook facilitates increased viral marketing (word-of –mouth) Difficulties of using social media • In order to use marketing effectively in social media marketers must be able to segment their priority populations. • Individual is the time and effort required to participate in generating content. • Massive amounts of information create Cult of amateurs.

It’s a Valentine’s Day

Conclusion How social media is used in advertising and marketing and how it has changed conceptions of consumers and marketing? • Social media over the last five years has gained much power and effectively become a part of our life • Social Media create new opportunities for marketing and new ways of more targeted and more effective advertising. • Social Media shifted the old perception of marketing and advertising from organisations to society making the communication with consumers more interactive. • Social media created a platform for an emergence of networks like facebook.

Thank you for listening! Class Discussion! !!

Linking Facebook with theories • User Generated Content (UGC) • Facebook Generation (Generation Y) • Ubiquitous pursuit On-line add • Social Presence theory – Media Richness Theory • Location and Time Sensitivity • Integrated Promotions Model

Referencing • Book: • Goffman, E. (1959). The presentation of self in everyday life. New York: Doubleday Anchor Books. • Journal Articles: • American Marketing Association (2004: 2007). [Accessed on 11/02/2012] From: http: //www. marketingpower. com/About. AMA/Pages/Definitionof. Marketing. aspx • Taflinger F. R. (1996). [Accessed on 11/02/2012] From: http: //public. wsu. edu/~taflinge/addefine. html • Londre S. L. (2009). Marketing, IMC, Advertising, Promotion, Media and More. [Accessed on 11/02/2012] From: www. londremarketing. com/documents/Nineps 10232008. pdf Kaplin, A. , & Haenlein, M. (2010) Users of the World, Unite! The Challenges and Opportunities of Social Media, Business Horizons, 53: 59 -68. • • Westlake, J. E. (2008). Friend Me if You Facebook Generation Y and Performative Surveillance [Accessed on 11/02/2012] From: www. csun. edu/~vcspc 00 g/301/facebook. pdf • Stelzner, M. A. (2011). Social Media Industry report: How marketers are using Social Media to grow their businesses; Social Media Examiner. [Accessed on 08/02/2012] From: http: //www. socialmediaexaminer. com/social-media-marketing-industry-report-2011/

Referencing Images: • You. Tube. Social Media Saves Valentine's Day. [Accessed on 11/02/2012] From: http: //www. youtube. com/watch? v=6 v. Y 9 Nd 3 Pft 8 • Borders, B. (2009). A Brief History Of Social Media. [Accessed on 11/02/2012] From: http: //copybrighter. com/history-of-social-media • The Nonprofit quarterly [image] (2011). [Accessed on 11/02/2012] From: http: //www. nonprofitquarterly. org/index. php? option=com_content&view=article&id=10291: tweet-freely-yoursocial-media-policy-and-you&catid=153: features&Itemid=336 • Cards Planet [image] (n. d. ). [Accessed on 11/02/2012] From: http: //cardsplanet. blogspot. com/2012/01/valentine -cards-hearts-in-roses. html • Slideshop. [image] (n. d. ). [Accessed on 11/02/2012] From: http: //slideshop. com/Power. Point-Social. Media? gclid=CJ_sid. GBn. K 4 CFVAht. Aod. Um. OKJg • The Media Marketing Co. [image] (2011). [Accessed on 11/02/2012] From: http: //www. themediamarketingco. com/2011/12/timeline-rolls-out-twitter-revamped-blogger-vs-journalistbrands-at-your-fingertips/