Social Media Marketing

Michelle Via

OverviewWhat is Social Media Marketing?

Why is it important to a brand? (Advantages)

What are some drawbacks to using it? (Disadvantages)

Case Studies on Successful Social Media Marketing integration

What is Social Media Marketing?

Set of technologies and channels targeted at forming and enabling a massive community of participants to productively collaborate

eWOM?

Social networking websites

(ELECTRIC WORD OF MOUTH)

(SITES CONTAINING DIGITAL AUDIO, IMAGES, MOVIES, OR PHOTOS)

Blogs

Internet discussion boards and forums

Moblogs

• Customers Brand experience online= brand power• eWOM= consumers trust their friends and family

opinions on products• Increase overall organization of online marketing

strategy• Recruiting• Providing Customer Support• Providing Customer Support

Advantages

#1 “Generated exposure for my business”

• “Increased my traffic/subscribers/opt-in list” • “Resulted in new business partnerships”• “Helped us rise in search rankings”• “Reduced my overall marketing expenses”

Advantages

Disadvantages

•Information overload

•Social networking overload

•Wrong online brand strategy could put you at a eWOM disadvantage

•Social Media Marketing is time consuming

•Risk of negative information spreading like wildfire virally

Brogan & Partners

Children’s Hospital Boston (CHB)34% of people who log onto the Internet for health searches use social media resources to become informed on health-related topics

Appeal to 18-to-34 year old demographic

Follows HIPPA Regulation

CHB uses a “fan-gate”

560,000+ Fans

ASU vs. CHB

50,124 Fans

22,353 Fans

21,507 Fans

FANtastic Photo of the Week636 peopleClicked “Like”

652 peopleClicked “Like”

Twitter

Blog: Vector

Blog: Thrive

Trademarked: “Original Social Media Agency”

Accolades: Among World’s Top 5 Social Media Marketing Firms in 2011

Clients: Microsoft Office, Intel, Bing, Ad Council, MSN, Comcast, Unicef (lits goes on and on)

Ignite Social Media

“Team of strategists and technologists focused on corporate social media marketing”

Challenge: Launch LemonAid Cause Campaign in conjunction with their new Sweet Lemon Product Line

Challenge #2: Incorporate their important values campaign: Stop Sex Trafficking of Children & Young People

The Body Shop USA

Follow @thebodyshopusaHashtag #LemonAidBecome a Fan on FacebookEnter a sweepstakesInstall a widget

Social Media Involvement

The donation: $1

• The Body Shop’s Initial Donation Goal was reached and beat in under a week of launching the campaign

• In less than a month LemonAid reached the traffic goal and exceeded it by another 100%

• Sweepstakes: Gathered 14,701 emails• Facebook: 33% more fans• Twitter: 11% increase of followers• Blog Marketing: Reached 1.4 million people

Results…