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Ch 1 Why Social Media? Finding a Way Through Social Media Table 1.1 • __________ of people are “________” social media marketing • Seek an ________ and ___________ path • _______ _________ direction approaches • Apply a ___________ strategy for success Popular Social Media Sites, as of December 2011 What Is Social Media Marketing? Social media marketing (SMM) uses social media portals to __________________- _________________ consumers toward a website, company, brand, product, service, or a person. Typically, the ____ _______of social media marketing is a “______________,” such as the purchase of a product, subscription to a newsletter, registration in an online community, or some other _________ consumer action. The Seven Myths of Social Media Marketing 1. Social Media is _____________________ 2. Social Media is _____________________ 3. There is ____________in Social Media Marketing 4. Social Media Marketing isn’t Right for This Business 5. Social Media Marketing is ___________ 6. Social Media Marketing is _________________________ 7. Social Media is ________ Social Media Myth #1: Social Media Is Just A Fad Instead, social media is: • Founded in community, socialization, and _____ ____________ marketing • Based on a stable premise that people are _______ and want to connect with other people • Related to technological _________ that continues to provide new and attractive means for people to _____________ • ________ in core trends and behaviors in social media interaction that remain stable over time Figure 1.1 Social Media Usage Outpaces Traditional Media Social Media Myth #2: Social Media Is Just For The Young Instead, the reality is: • ______ users are among the fastest growing demographics on most social media sites • YouTube - __________, evenly divided between males and females • Facebook - 61% of those 35 to 54 and 48% of people _________have Facebook pages • Users span all ____ and ____________ brackets • Social networks are increasingly being adopted by _________ populations Social Media Myth #3: There Is No Return In Social Media Marketing Instead, social media returns are: • ________ to measure, and many businesses do not currently measure their social media efforts • A ____________ topic for conferences of online marketing experts • _______ in a variety of different ways such as: savings in customer service, online word-of-mouth promotion (buzz), _________ _______ _________ and _________________, increased brand loyalty, and sale lead generation Social Media Myth #4: Social Media Marketing Isn’t Right For This Business Instead, social media marketing: • Is just as relevant to ______ companies as to ________B2C firms • Has a powerful ability to drive _____ ____ ______ or recommendations from friends • Influences search as a resource because _______ results ___________ include social media sites Even if businesses don’t believe in the value of engaging in social conversations as a part of marketing, there is no denying the value of a strong business or product presence in search results. United Breaks Guitars The Story: • Dave Carroll, a musician flying United Airlines, witnessed baggage handlers throwing his $3,500 Taylor guitar resulting in $1,200 in damages. • Nine months of efforts to recover costs of the damages ended with, “This is it, there’s going to be nothing you’re going to get out of United Airlines.” • On July 6, 2009, Carroll posted a video to YouTube titled “United Breaks Guitars” which received over 10 million views by August 2011. United Breaks Guitars The Lesson: • Gone are the days when millions in advertising and PR could control the message—now when customer service is lacking, an individual can use the social web to communicate with the world, sometimes with nothing more than a song and clever video. • Every interaction with the customer is a marketing event. Social Media Myth #5: Social Media Marketing Is New Instead, what’s new is: • Technology and media are _______ the role social, _________________, and economic concepts play in modern marketing efforts • ___________________ are now public, online, and viewable for the _______________ future Consumers are already on social sites, talking about businesses on their Facebook pages, blogs, and Twitter accounts, whether a business acknowledges this or not. Social Media Myth #6: Social Media Is Too Time-consuming ______ key ways to limit the time investment in social media marketing: 1. Look for ____________ __________who can spend some of their time on social media marketing 2. Leverage ________________ tools top streamline social media efforts 3. Use ______________ ______________to boost efficiency Social Media Myth #7: Social Media Is ________ While most sites do not have a fee for usage, costs include: • _________________ & _________________ • Fees for _____________ and creating content • Fees for consultants or agencies involved in __________________ and _______________ the social media strategy The History of Social Media Marketing • 1978: first “_______” email message was sent • 1979: USENET “newsgroups” • 1985: The WELL bulletin board system (BBS) • 1999: _____________ • 2001: ____________________ • 2003: ___________, Delicious, SecondLife, and Facebook • 2004: ________________ • 2005: _________________ • 2006: _________________ Figure 1.2 Social Media Timeline Why Social Media Marketing is Different Traditional Approach Social Media Approach • _______ content seen by __________ • Emphasizes ___________ contribution • ___ - ______ communication • _____-______ communication • Domineering approach • ______________ approach • _______________ agreements • Trust building What are the Characteristics of a Successful Social Media Marketer? Technical Skills • Basic computer skills • Proficiency with ________ __________ • Proficiency with navigating the web • Knowledge of ______ or ___________ design helpful Personal Attributes • _______________ • Good listening skills • _________ vocabulary • Strong reading and comprehension skills • _________ & _______ • Professionalism in response to _________ comments Careers in Social Media Marketing • Spending on social media is forecast to expand substantially between _______ & ________ • ____________ for social media marketers is likely to increase in the near future • The majority of the jobs in social media are _______________ rather than ____________ • The first step toward landing a social media job is getting __________________ Review q’s – 1. Which myth do you think is the most people believe? Why? 2. What social media(s) do you use? How many hours per day do you think you spend on it? 3. Name 2 business that use social media to reach their target market? Explain one example of what they do. 4. What do you consider as the most influential social media for your age demographic and why? What about for 30-40 year olds? What about 65 and older adults?