MKT1002/MKT1026

Lecture Material 14

Social Media Marketing

Semester Lec no Timetable Wk Non Synchronous Online Lecture Material
22 01/02/2021 Branding
23 08/02/2021 Promotion: Advertising and Sales Promotion
24 15/02/2021 Promotion: Direct and Digital Marketing
25 22/02/2021 Promotion: Digital Marketing continued
Enrichment Week
27 08/03/2021 Promotion: Social Media Marketing
2
28 15/03/2021 Promotion: Personal Selling, PR and Sponsorship
29 22/03/2021 Marketing Strategy and Planning
Easter Break (4 weeks)
34 26/04/2021 Services and Non Profit Marketing
35 03/05/2021 The Global Marketplace
36 10/05/2021 Not Applicable
Learning Objectives Email

Social
Media Websites
Advertising
(1) To understand the Social Media Environment: What are social media? How are social media
similar to, yet different from, traditional media?
Digital
Social
Toolkit
(2) To identify the major zones of social media that make up the channels, modes, and vehicles for Networks
Online PR

social media participation?

Search
Blogs Engine
(3) To define social media marketing and understand the top priorities for organisation’s using Marketing

social media marketing and their marketing objectives

(4) To consider the importance of understanding Consumer Behaviour is within social media
marketing

(5) To identify the characteristics of online communities and the various types of influencers

(6) To consider Social Commerce

(7) To understand some of the measures for Social Media Marketing

What are Social Media?

“Social media are the online means of

communication, conveyance, collaboration, and
cultivation among interconnected and
interdependent networks of people,
communities, and organizations enhanced by
technological capabilities and mobility.”

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Built on a philosophy of participation

• How do you participate in social media?

• Identify your top 5 activities

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Some Social Media Stats…
It took radio 38 years to reach 50 million listeners. TV took 13 years to reach 50 million users. The Internet took 4 years to
reach 50 million people. In less than 9 months, Facebook added 100 million users (Hird, 2011).
Just over 13% of Facebook users are in North America: more than a third of users are in the Asia-Pacific region (We are
social, 2019).
More than 90% of companies use Linkedln as their primary recruiting tool (Osman, 2019).
The top YouTubers, like PewDiePie and Lily Singh, earn millions of dollars each year (Berg, 2016).

Generation X (ages 35 to 49) spend the most time on social media: 6 hours and 58 minutes per week. Millennials (ages 18-34
come in second, spending 6 hours and 19 minutes of their time per week on social networks (We Are Social, 2019).
Two-thirds of Internet users worldwide Use social media (Ortiz-ospina, 2019).
While Facebook dominates in size and penetration worldwide, Instagram dominates in user engagement. Brands see a
median engagement rate of 0.09% per Facebook post, in comparison to a 1.60% median engagement rate per post on
Instagram (Jackson, 2019).
QQ, WeChat, and ozone, social networks with heavy user bases in Asia, are more popular than Tumblr, Instagram, Twitter,
and Pinterest Are Social, 2019).

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Fun Facts about Social Media’s Most Popular Sites

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The Zones of Social Media

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 The Zones of Social Media and example
vehicles/platforms

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 What is Social Media Marketing?

“Social media marketing is the utilization of

social media technologies, channels, and
software to create, communicate, deliver,
and exchange offerings that have value for
an organization’s stakeholders.”

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Top Priorities for Business using Social Media Marketing
Social Media Marketing Priorities % Companies using
Brand awareness and brand building 88.2
New Product introduction 64.7
New customer acquisition 60.1
Brand promotions (e.g. sales, promotions, contests) 59.2
Customer retention 55.5
Customer service 40.8
Employee engagement 35.3
Market research 33.6
Targeting new markets 25.6
Identifying new product opportunities 17.2

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Social Media Strategy –
audit your current
position

And that of your competition!

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 Marketing Objectives and Social Media
Increase awareness

Influence desire

Encourage trial

Facilitate purchase

Cement brand loyalty

Recover from service failures

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 The LARA Framework
Listen to customer conversations

Analyze conversations

Relate information within enterprise systems

Act on customer conversations

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Advantages of SMM
• Targeted and personal
• Share tailored brand content

• Interactive
• Engaging in conversation with customers (for both positive feedback and complaints)

• Immediate and timely

• Reach customers anytime, anywhere

• Real-time marketing
• Engage with customers as and when events occur

• Cost-effective
• Often cheaper than other mediums (sometimes free)

• Engagement and social sharing capabilities

• Increasing customer involvement with the brand
Using Existing Social Media Platforms

• Most major brands use existing social media platforms

• Brand websites link to social media sites

• UK Social Media Statistics:

https://www.youtube.com/watch?v=lEzRHa5hQFA&t=1s
Consumer Behaviour –
Buyer Personas

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Consumer Behaviour – a day in the social life

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Community Structure
• Online communities can be defined as a group of people who come together for a specific purpose, who are
guided by community policies, and who are supported by an online vehicle or host that enables virtual
communication among members

• Social media sites serve as brand communities

“a specialized, non-geographically bound community, based on a structured set of social relationships

among admirers of a brand. It is specialized because at its center is a branded good or service…Brand
communities are participants in the brand’s larger social construction and play a vital role in the brand’s
ultimate legacy,” (Muniz and O’Guinn, 2001, p412)

• All social communities are networks of social networks

• A social network is a set of socially relevant nodes connected by one or more relations

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Six Degrees of Separation

Six degrees of separation is an

observation that everyone is
connected to everyone else by no
more than six ties.

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 Characteristics of Online Communities

1 2 3 4 5 6 7

Presence Social Behaviour Groups and Participatio Social Strong and

objects standards sub-cultures n capital weak ties

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Influencers are Social Media’s Opinion Leaders
Reward power

Coercive power

Legitimate power

Referent power

Expert power

Informative power

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Archetypes of Social Media Influencers

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Archetypes of Social Media Influencers

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 Social Commerce

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Understanding Social Commerce
• Social commerce is a subset of e-commerce that uses social media applications to
enable online shoppers to interact and collaborate during the shopping experience,
buyers to complete the stages of the purchase decision process, and to assist
marketers in selling to customers

• It encompasses social shopping, social marketplaces, and hybrid channels and tools
that enable shared participation in a buying decision

• It enables people, both networks of buyers and sellers, to participate actively in the
marketing and selling of products and services in online marketplaces and
communities.

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Key Social Commerce Elements

1 2 3
Ratings and Curated Shopping
reviews merchandise applications and
venues

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 The Power of Ratings and Reviews

• 95% of consumers report having read reviews prior to making a purchase

decision.
• 66% of consumers read 1–10 reviews before making a purchase.
• 70% of mobile shoppers are more likely to purchase if the mobile site or
app includes reviews.
• 82% seek out negative reviews as an indicator of authenticity.
• 60% have viewed a review on their smartphone while shopping in-store.

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Transparency in Reviews
• 25% have seen reviews they believe to be fake.
• 21% have seen customers be paid or incentivized to post a positive review.
• 81% find it difficult to distinguish between what is authentic user content and
native advertising.
• Incentivized reviewers are less likely than non-incentivized reviewers to give a
1-star rating and four times less likely to be critical in the review.
• Amazon prohibits incentivized reviews.

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How Can Marketers Build a Strong Base of Authentic,
Good Reviews?
Educate people about products

Identify people most likely to share opinions

Provide tools to make it easier to share opinions

Study how, when, and where opinions are shared

Listen and
to supporters, detractors, and neutrals
respond
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Social Monitoring and Listening
Proactive
Social listening identifies and
collects social data for
analysis to inform strategic
marketing decisions.
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Social monitoring tracks
mentions of specific words or
phrases on social media sites
and triggers a company
response when necessary.
Reactive
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 Uses of Social Listening
• Brand monitoring.
• Measuring campaign
effectiveness.
• Gathering customer insights.
• Providing customer service.
• Gathering ideas for future
campaigns.
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• Gathering competitive
intelligence.
• Identifying ideas for new
product development or product
improvements.
• Identifying risks that could lead
to public relations crises.
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Social Customer Care
• 67% of social media users have used a company’s social media channels to
reach customer support. Of those, 84% expected a response within the first 24
hours.
• Customers spend 20–40% more with companies that use social media to
service customer care requests.
• 71% of customers who experience a quick and effective brand response to
their support requests on social media are likely to recommend that brand to
others, compared to just 19% of those that don’t receive any response.
• Sadly, only 1 in 10 customer care requests made on social media get any
response.

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What Matters is Measured
Reach: The number of people exposed to a
message.

Frequency: The average number of times

someone is exposed to a message.

Site stickiness: The ability of a site to draw

repeat visits and keep people on the site.

Clickthroughs: The number of people exposed

to an online ad or link who actually click on it.

Sales conversions: The number of people who

click through who go on to purchase a product.
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Marketer Use of Social Media Metrics
Metric % Using Metric
Views/Impressions 60.3%
Site traffic 51.2%
Clickthrough rates 47.9%
Number of fans, friends, followers 47.1%
Sales conversion rates 28.8%
Social influence 23.7%
Buzz and share of voice 21.4%
Viral spread 19.1%
Brand sentiment 16.7%
Ratings 10.0%

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Guided Reading and Activities
• Chapter 11 of textbook within the Revel software – specifically focussing on the Social Media
section

• Look at the References list at the end of the chapter to carry out any additional reading

• Go onto your LinkedIn Learning account (NUBS students only) and search Social Media
Marketing
 Semester Lec no Timetable Wk Non Synchronous Online Lecture Material
22 01/02/2021 Branding
23 08/02/2021 Promotion: Advertising and Sales Promotion
24 15/02/2021 Promotion: Direct and Digital Marketing
25 22/02/2021 Promotion: Digital Marketing continued
Enrichment Week
27 08/03/2021 Promotion: Social Media Marketing
2
28 15/03/2021 Promotion: Personal Selling, PR and Sponsorship
29 22/03/2021 Marketing Strategy and Planning
Easter Break (4 weeks)
34 26/04/2021 Services and Non Profit Marketing
35 03/05/2021 The Global Marketplace
36 10/05/2021 Not Applicable

The next session to be uploaded to Canvas will be slides for Lecture 15 Personal
Selling, PR and Sponsorship

This content will go on Canvas on Tuesday 9th March at 12pm for

reading/watching by the end of w/c 15th March (21st March)
 Any questions?

• Email me at dawn.mccartie@newcastle.ac.uk

• Don’t forget – seminars w/c 15 March, 26 April and 10 May

• Synchronous sessions with me (same w/c as above) – more details for each will be sent out
via Canvas announcements