Douglas Johnston1201219

Definition (1)construct a public or semi-public profile within a bounded system,

(2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. The

nature and nomenclature of these connections may vary from site to site. (Boyd and Ellison 2007)

“Social media is 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.” (Kaplan and Haenlein. 2010. pp61)

“Social Media is the collection of tools and online spaces available to help individuals and businesses to accelerate their information and communication needs.”

(Hendricks.2010.pp201)

The CIPR (Chartered Institute of Public Relations defines social media as “The term commonly given to internet and mobile based tools that allow users to interact with each other and share opinions and content. As the name implies social media involves the building of communities or

networks and encouraging participation and engagement.” (CIPR, 2013 )

Where it beganPeople have always been social!

• 19th century newspapers would run “personals” of lovelorn Victorians seeking to connect with a briefly-glanced stranger or to find a suitable partner for marriage.

• 1961, DC Comics editor Julius Schwartz made a small change to the letters page of The Brave and the Bold #35: by including details of the readers whose letters were published. Readers could now communicate with each other leading to self-published fanzines.

• 1970s, the Citizen’s Band radio craze created a peer-to-peer network. Used by truckers to communicate, bystanders got involved to listen and participate in the chatter.

(Time.2012)

And with the internet • Classmates.com proved almost immediately that the idea of a virtual

reunion was a good one. Early users could not create profiles, but they could locate long-lost grade school chums, menacing school bullies and maybe even that prom date they just couldn’t forget. It was a hit almost immediately, and even today the service boasts some 57 million registered accounts.

• In 2002, social networking hit really its stride with the launch of Friendster refined an earlier concept which created a “Circle of Friends,” and empowered people who shared a common connection and delivered ways in which those could be discovered.

• (http://www.digitaltrends.com/features/the-history-of-social-networking/)

• And from this passive beginning of communication a more aggressive and

constant era of information sharing was born.

• Creating the social media we know today, the one which consumers use and businesses

exploit.

(Heighfield.2014)

It’s doesn't end there, as defined social media is any communication via a bounded system:

• Social Networks - (facebook, twitter)• Comments - (yahoo answers)• Blogs - (Wordpress, Tumblr)• Discussion Forum - (The Student Room)• Reviews, Ratings - (Amazon/eBay product listings)• Content, Documents - (Slideshare)• Pictures - (Instagram)• Events - (Eventbrite)• (Sollis and Jess 2008)

Major Players

Marketing Communications

Integrated marketing communications is the guiding principle organizations follow to communicate with their target markets. Integrated marketing communications attempts to coordinate and control the various elements of the promotional mix–—advertising, personal selling, public relations, publicity, direct

marketing, and sales promotion–—to produce a unified customer-focused message and, therefore, achieve various

organizational objectives – (Boone & Kurtz, 2007, p. 488).

Models• The new communication paradigm

ORGANISATION

Agents:

• Advertising agency

• Market Research

• Public Relations Firm

Traditional Promotional mix:

• Advertising• Personnel selling• P.R, Publicity• Direct Marketing• Sales and

promotion and social media

• Blogs• Social networking

sites• Video sharing sites• Etc.

MarketplaceConsumers

Social MediaConsumers

Consumers

(Mangold.W.G. Faulds.D.J. 2009)

C.A.R.E

AudienceContent Relevance Evaluation

• How do we want to be perceived

• What are we going to say, share, comment on?

• How are we going to do it?

• What do we want to be associated with?

• Who do we want to influence?

• Who do we want to engage?

• What are important issues to our audience?

• How can we help, advise, add value?

• Can we do this frequently?

• Can we measure if, how our content matters?

• How are we going to measure if audiences care?

• How are we going to measure our influence

(Power.2014)

(Wang.Yu.Wei.2012)

CIPR Do’s of social media• When using social media the Chartered institute of public relations have

laid out the following guidelines to aid businesses when using social media:

• Listen • Understand• Plan• Engage in conversation• Ensure a brand is consistent across networks and platforms• Disclose relationships when endorsing an organisation/client/customer• Be honest about who manages social media channels• Outline content approval process from the offset• Be transparent when updating information• Correct errors openly and in a timely manner• Consider adding ‘views are my own’ disclaimer where appropriate• Be upfront about conflicts of interest and paid for opportunities• Be respectful Social Media Panel, CIPR, 2013

CIPR Don'ts of social media

• Forget that a social media presence is part of a brands legacy.

• Make an audience feel uncomfortable.• Bring a company into disrepute.• Reveal company/client sensitive information

or intellectual property.• Be fake.• Re-write your social media history

Social Media Panel, CIPR, 2013

• “Smaller-scale restaurant professionals do not need multi-million-dollar marketing budgets to build and engage their local communities. Their communities are small, geographically convenient, and easier to connect with on a personal level. Locally-known brands and stores are able to find ways to build online communities around their one location or small number of locations in ways that bigger brands simply cannot.”

• Between 2012 and 2013, location-based social media efforts rose 41% amongst restaurant owners. Participating in location-based social is a great way to provide relevant, meaningful experiences to consumers.– (Argawal.2016)

• “Advantageous campaigns on social media are the most significant drivers of brand loyalty followed by relevancy of content, popularity of content among friends and appearing on different social media platforms.” – (Erdogmus.Cicek.2012)

Small Business

• Government organisations are starting to use social technologies such as social media…to support their mission…. Typically these innovative technologies are adopted and used for 3 functions or purposes:1. Increase transparency2.Support inter and inter-organisational collaboration3.To enable innovative forms of public participation and collaboration

(Mergel.2013)

Public Sector

• And this has been very successful!

• “According to NCMEC, social media has helped to resolve and recover 98.5 percent of AMBER alerts since 2005. Of 1,451 AMBER notifications from 2005 to 2009, 1,430 children have been found. “

http://www.foxnews.com/tech/2011/03/30/social-networking-tools-help-missing-children.html

Public Sector

Doing it rightVolvo did not produce a super bowl advert.

Instead they engaged with their audience and got them to tweet whenever they saw a car being advertised.

Using the #volvocontest the tweeter had the chance to win a Volvo for a loved one.

This completely undercut the fortunes spent on producing and airing the car adverts with a simple tweet.

Whenever a viewer saw a car being advertised they were instantly thinking of Volvo.

https://player.vimeo.com/video/130762093?title=0&byline=0&portrait=0&api=1&player_id=vimeoplayer0%

22

Doing it wrong• Social media moves very quickly, a

message can be picked up in a second.• There are many examples of how social

media has been miscommunicated or misunderstood to and by the audience.

• The repercussions are hard to measure however, as mistakes are usually picked up very quickly and a statement of apology then follows.

What next?• Big data will get bigger

– The more a company knows about their customers, the more they can tailor to their needs, and the more loyal they will be.

– Data, data, data. More users can only mean more opportunities for businesses to extract relevant data regarding their customers more quickly.

– On one end, large businesses such as Target have a greater opportunity to connect with customers, whereas non-profit organizations and governments can also benefit, predicting disease outbreaks based on content that is posted by individuals on the ground. The opportunities are endless.

• Live streaming:– Movements to make real time commenting and streaming will emerge making social

media not just current but constant.• (Argawal.1016)

Conclusion• People have always been social and businesses have identified this as an

opportunity. However the ways people are being social are changing and this present a challenge for modern marketing communications. As discussed audiences within social media are becoming more selective in what messages they see and how they react to them, be it likening sharing or posting opinion.

• It can now be argued that it is a businesses responsibility to take due care when communicating with such audiences so as not to offend them or harm their business image while still being engaging enough to catch attention.

• This is difficult as now consumers have greater control of the communication paradigm, a business engaging on social media has lost the power to drive a message and so what once was a direct one way method of communicating, has now evolved into a web of communities and communication between both businesses and consumers where a message is now greatly analysed and criticised before it is even understood.

Tutorial Activity

Create Social Media Objectives and goals

Conduct a social media audit

Create or improve social media accounts

Get social media inspiration form industry leaders, competitors and clients

Create a content plan and editorial calendar

Test, evaluate and adjust your social media marketing plan.

• Hootsuite, an online social media analytics tool have released 6 steps to to create a social media marketing plan.

• The steps are on this slide, but in the wrong order.

• Using what we have learned in this lecture, try to arrange the steps into the correct order and for each one explain what you would do for the client Max Wolf.

• (Lepage, 2014)

Answers…

1. Create Social Media Objectives and goals2. Conduct a social media audit3. Create or improve social media accounts4. Get social media inspiration form industry

leaders, competitors and clients5. Create a content plan and editorial calendar6. Test, evaluate and adjust your social media

marketing plan.

References:• Agrawal.A.J. 2016. 5 predictions for the future of social media, INC. [online]. Available from:

http://www.inc.com/ekaterina-walter/top-25-restaurants-in-social-media-and-what-smbs-can-learn-from-bigger-chains.html [Accessed 23/02/2016]

• Boone & Kurtz. 2007. Contemporary Marketing. Cengage Learning: USA.

• Boyd.D .Ellison.N. 2007. Social Network Sites: Definition, History, and Scholarship. Journal of Computer mediated Communication.13(1).[Online] Available from: http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2007.00393.x/full [Accessed 23/02/2016]

• Digital Trends Staff, 2014, The History of Social Media [Online] Avaliable from:http://www.digitaltrends.com/features/the-history-of-social-networking/ [Accessed 21/04/2016]

• Erdogmus.I.E.Cicek.M.2012. The Impact of Social Media Marketing on Brand Loyalty.Procedia Social and Behavioural Sciences 58.Elsiver Ltd.Turkey

• Hendricks.J.2010.The Twenty first industry media industry. Lexington Books. Plymoth

• Highfeild.V. 2014. Customer enagement, Featured on App, Social Media. [online]. Available from: www.totalcustomer.org/2014/02/14/infographic-social-network-best/ [Accessed 23/02/2016]

• Kaplan.A.M, Haenlein.M. 2010. The Social Organisation. Palgrave Macmillan: England.

• Lake, C. 2009. What is Social Media, Econsultancy. [online]. Available From: www.econsultancy.com/blog/3527-what-is-social-media-here-are-34-definitions/ [Acessed 23/02/2016]

• Lepage.Evan, 2014. How to create a social media marketing plan in 6 steps. [online] Available form: https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/ [Accessed21/04/2016]

• Mangold.G.W, Faulds, D,Jm. 2009. Social Media: the new hybrid element of the promotion mix. Kelly School of business: Indiana.

• Mergel.I. 2013. Social media in the public sector. Jossey Bass: San Francisco.

• Power.B.2014.Creating a Social Media Strategy for B2B audiances,Products and Services. [Online] Available from: http://ac.els-cdn.com.libproxy.abertay.ac.uk/S1094996812000072/1-s2.0-S1094996812000072-main.pdf?_tid=b8c57b72-dc25-11e5-bff0-00000aab0f27&acdnat=1456449207_7e86d6f2745c0fe153ae39d530ef0100 [Accessed 25/02/2016]

• Social Media Pannel, CIPR, 2013, Social Media Guidelines, [Online] Available from: http://www.cipr.co.uk/sites/default/files/CIPR%20Social%20Media%20Guidelines%202013.pdf

• Soliss.B.Jess3.2008.The Conversation Prism.[Online] Available from: https://conversationprism.com/ [Accessed 25/02/2016]

• Time.2012.Social Media Before The Internet, Tales of Victorians, Comic Book Fans, Phone Freaks and Cbers. [Online] Available from: http://business.time.com/2012/06/21/social-media-before-the-internet-tales-of-victorians-comic-book-fans-phone-phreaks-and-cbers/ [Accessed 24/02/2016]

• Wang.X.Yu.C.Wei.Y.2012.Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialism Framework.Journal of Interactive Marketing.26.[Online]. Available from: http://www.smartinsights.com/b2b-digital-marketing/b2b-social-media-marketing/creating-social-media-strategy-b2b-audiences-products-services/ [Accessed 25/02/2016]

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