Creating Buzz

Marketing in the Age

of Social Media

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 The digital age
has provided
companies
with a
marketing tool
of unparalleled
effectiveness:
Social Media
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Iphone 5s connected to laptop on
 Social Media
has created a
marketing
platform with a
reach more
massive, a
process more
instantaneous
and an
audience more
interactive than
ever before.
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 Online where most of us
live a lot of the time now
the way we interact with
brands changes
- Catherine Toole

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 Using social media,
marketers can not only get
their message to the market,
but can

Stimulate Launch a And

Debate Viral above all,
Sensation CREATE
 Why is
creating buzz
so important?
When people are
talking about a
brand, it
generates
consumer
awareness at a
speed and scale
that companies
cannot do on
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 Todays most
innovative marketers
create engagement
platforms that do more
than push out
messages. They create
a gravitational field
that pulls prospects
and customers into
orbit around their
brands
-Mark Bonchek
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One of the most previously
successful social media
marketing strategies is

Content Marketing
 Social Media has launched the
content marketing revolution:

Redefining customer relationships based on

serving, educating, and entertaining customers
with content necessities a shift away from the
I of a brand or product toward the you of
the customer
-Rebecca Lieb
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 Social Media and Content
Marketing are arguably the most
effective ways to engage
customersbut what is the risk?

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 High Risk, High Reward

In Social Media Marketing, the people

have the power; a campaign is must
harder to control than traditional media,
in that once the message is out there, it
is hard to predict what will happen to it.
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 It is becoming
increasingly hard
to recover from
crises of reputation
online. A
seemingly
innocuous event
can unleash a
storm of
negativity, and
such negativity
spreads directly on
corporate accounts
that were
established for
promotional Photo Source: unspash.com, by Pablo Garcia Saldana(CC0)
 Chaos can be scary but it can
also be the key to success.
Theres unlimited potential out
there, take advantage of it
EMBRACE THE CHAOS
-Tyler Crosson

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 An example of a company who have
taken an effective, albeit unique,
approach to the development of
their social media presence is
American Fast Food Chain, Taco Bell.

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 @TacoBell
Taco Bell has almost 2
Million followers on
Twitter, and for a good
reason. The company
delivers a clever
combination of retweets,
funny comments and
sassy comebacks that
have consumers not only
just thinking about the
brand in a positive light,
but relating to it on a
personal level.
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@TacoBell
Supports their
customers

Interacts with
celebrities

and
acknowledges
other brands.
 Another
example of a
company who
are considered
pioneers of
social media
content
marketing, and
launched one of
the most
successful
online
campaigns in a

Dove
pre-Instagram
era, is
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 In 2006, to propell the launch of
their Campaign For Real Beauty,
Dove released a video called
Evolution on YouTube, a platform
that not many brands had used
before for this purpose.

Photo Source: picjumbo.com, (CC0)

 I think what made this
campaign perform
particularly strongly is
the content, which
elicited the intense
emotional responses of
warmth, happiness and
knowledge from its target
demographic one of the
key factors behind a
videos sharing success.
But, more importantly,
we are really seeing
social motivations behind
sharing becoming a lot
more important. Brands
have to give people a
reason to share the
video Photo Source: picjumbo.com (CC0)
 If companies know their audience
and can deliver content that
people want to see, social media
can have the power to promote
brands like no other form of
media can.

It can create what is of the

utmost importance for a brand:
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 The game has
officially
changed:
despite the
risks,
companies must
embrace social
media
marketing in
Successful
order to be
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Iphone 5s connected to laptop on
Social Media
is here. Its
not going
away; not a
passing fad.
Be where your
customers
are: in social
media
-Lori Ruff
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 References
Course Content Additional Sources
Slides 4 & 9:
Slide 13:
Toole, C. (n.d.). Brands as publishers: inside
Crosson, T. (2012, November 15). Embrace
the content marketing trend. Retrieved
the chaos os social marketing. Retrieved
February 28, 2017 from http://
February 28, 2017, from http://098-
curve.gettyimages.com/article/brands- as-
embrace-the-chaos-of-social-marketing
publishers-inside-the-content- marketing-
trend
Slide 19:
Stampler, L. (2013, May 22). How Doves
Slide 7:
real beauty sketches became the most viral
Bonchek, M. (2014, October 10). Making
video of all time. Retrieved March 1,
sense of owned media. Retrieved March 1,
2017, from
2017, from
http://www.businessinsider.com/ how-
http://web.a.ebscohost.com/ehost/
doves-real-beauty-sketches- became-the-
pdfviewer/pdfviewersid=184c0a66-4933
most-viral-ad-video-of-all- time-2013-5
-49de-9f6af8836024d0f7%40sessionmg
r4006&vid=1&hid=4112
Slide 22:
University of Waterloo. (2016, October 17).
Slide 12:
The future of education. Retrieved March 2,
Ott, L. (2015, March). Reputations at risk:
2017, from http://smbp.uwaterloo.ca/
engagement during social media crisis.
2016/10/creativelive-the-future-of-
Retrieved March 1, 2017, from http://
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