CHAPTER 1: INTRODUCTION TO

SOCIAL MEDIA MARKETING

RESUME BUILDERS
Without Mimic Social With Mimic Social
Know how to: Know how to:
● Develop content strategies ● Run paid ads on various social
on various social platforms platforms
● Grow an audience of ● Manage a large advertising
followers on multiple social budget and allocate funds for
media outlets content creation and ad spend
● Build an employee advocacy ● Identify a target market and
program boost revenue through
segmented ads
LEARNING OBJECTIVES
● Understand how social media has evolved over time
● Understand the different types of social media platforms
● Describe how social media has disrupted traditional marketing
● Understand the advantages and disadvantages of social media
● Define the most commonly used social media metrics
● Explain why social media marketing is important
● Understand the benefits of social media marketing
● Define paid, owned, and earned media in the context of social media
● Understand the social media skills gap and careers in social media
marketing
SOCIAL MEDIA
Social media is a form of electronic communication (such as websites
for social networking and microblogging) through which users create
online communities to share information, ideas, personal messages,
and other content such as videos
THE EVOLUTION OF
SOCIAL MEDIA
Time to reach 50 million people:
● Airlines: 68 years
● Telephone: 50 years
● Internet: 7 years
● Facebook: 4 years
● Pokémon Go: 19 days

Source: Visual
Capitalist
SOCIAL MEDIA STATISTICS

Source: We Are Social & Hootsuite

THE EVOLUTION OF SOCIAL MEDIA: MOBILE DEVICES
● 67% of the world’s population uses mobile devices
● In 2015, time spent on mobile apps surpassed time spent
watching TV for U.S. consumers (Perez, 2015)
● Mobile is a space that marketers must pay attention to
THE EVOLUTION OF SOCIAL MEDIA: GROWTH IN
SOCIAL NETWORK USERS

Source: Statista
WHEN WAS THE LAST
TIME YOUR PHONE WAS
NOT WITH YOU?
● What was it like?
● Were you able to go about
your everyday activities?

Source: Getty Images

SOCIAL MEDIA AS A MARKETING DISRUPTER:
DAILY TIME SPENT WITH MEDIA

Source: We Are Social & Hootsuite

SOCIAL MEDIA AS A MARKETING DISRUPTER:
MAIN REASONS FOR USING SOCIAL MEDIA

Source: We Are Social & Hootsuite

SOCIAL MEDIA AS A MARKETING DISRUPTER:
DAVE CARROLL AND UNITED AIRLINES
SOCIAL MEDIA AS A MARKETING DISRUPTER:
USER GENERATED CONTENT
● Consumers are becoming content creators for brands on social
media
● User-generated content (UGC) refers to any digital content that is
produced by end users of an online service or website
(Techopedia, 2017)
● UGC is used to create opportunities for showcase brands and
build customer relationships
SOCIAL MEDIA AS A MARKETING DISRUPTER:
USER GENERATED CONTENT - DORITOS
● In 2006, Frito-Lay leveraged UGC for its Doritos’ “Crash the Super
Bowl” contest
● Consumers invited to create a 30-second commercial to win a
featured Super Bowl spot
● 32,000+ submissions received; over $7 million in prize money
awarded (Schultz, 2016)
SOCIAL MEDIA AS A MARKETING DISRUPTER:
DORITOS COMMERCIAL
SOCIAL MEDIA AS A MARKETING DISRUPTER:
USER GENERATED CONTENT: AERIE REAL
SOCIAL MEDIA AS A MARKETING DISRUPTER:
IMPACTED TRADITIONAL MARKETING
METHODOLOGIES
● Social media challenges traditional
marketing methodologies (radio, print,
television) as marketers shift budgets and
strategies to digital marketing tactics with
greater ROI
● Consumers now regard social media
as a more trustworthy source of
information over traditional marketing
communications

Source: Getty Images

SOCIAL MEDIA AS A MARKETING DISRUPTER: GLOBAL
AD SPEND BY MEDIUM

Source: Statista
SOCIAL MEDIA AS A MARKETING DISRUPTER:
JOURNALISTIC AND ORIGINAL CONTENT
● 67% of Americans report that
they get at least some of their
news on social media
● Many media companies have
joined social media to deliver
original content to a wider
audience over television
SOCIAL MEDIA AS A MARKETING DISRUPTER:
CHANGED THE CUSTOMER BUYING JOURNEY

Source: Social Media Today

SOCIAL MEDIA ADVANTAGES / DISADVANTAGES
● What are the advantages of social media?
● What are the disadvantages of social media?
SOCIAL MEDIA METRICS
● Call to action (CTA)
● Clicks
● URL click
● Engagements
● Engagement rate
● Followers
● Mentions
● Total reach
INTRODUCTION TO SOCIAL MEDIA MARKETING
INTRODUCTION TO SOCIAL MEDIA MARKETING
● Social media marketing (SMM) is the use of social media by
marketers to increase brand awareness, identify key audiences,
generate leads, and build meaningful relationships with customers
● SMM centers around efforts to create engaging content that
attracts, resonates with, and encourages readers to engage with
and share that piece of content with their social networks
BENEFITS OF SOCIAL MEDIA MARKETING
● Increased exposure / Brand
awareness
● Increased traffic
● Brand loyalty
● Marketplace insight
● Lead generation
● Increased thought leadership

Source: Getty Images

BENEFITS OF SOCIAL MEDIA MARKETING (CONT.)
● Improved sales
● Time savings
● Reduced marketing costs
● Stronger customer experiences
● Owned, earned, paid media
DIGITAL MARKETING TRIFECTA

Source: Titan CEO

THE SOCIAL MEDIA SKILLS GAP
● Of the companies who
use social media, only
12% feel they do so
effectively

Source: Getty Images

CAREERS IN SOCIAL MEDIA MARKETING
A simple search of “social media” on the career site, Indeed.com, yields
a total of 64,193 results

A few examples from a much longer list:

● social media coordinator, ● social media influencer

specialist, manager director manager
● social media editor ● social media content manager
● bloggers ● paid social media strategist
● community manager ● social media video producer
● digital media manager ● social media writer
SOCIAL MEDIA MANAGER SKILLS
Nine skills every social media
manager must have:

1. Community management
2. Creative
3. Organized and effective
4. Adaptive
5. Good writing skills
6. Sales and customer service
7. Strategic focus
8. Decisive
9. Analytics and SEO-driven
Source: Getty Images
SOCIAL MEDIA MANAGER SKILLS (CONT.)
Success as a social media manager also requires staying on top of
social media trends
● Subscribe to a few leading social media marketing newsletters or
blogs: Social Media Examiner, Sprout Social, and Hootsuite

Remember: being an active consumer of social media

does not make you a social media expert!
ESTABLISH A SOCIAL MEDIA PRESENCE
With 4.2 billion active
social media users
around the world,
businesses realize that,
in order to compete in
the digital world, it is
imperative to establish a
social media presence.

Source: Getty Images