Social Media Marketing - Corrado Sbano 2.0

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Social Media Marketing



Social Medias revolutionized the life of millions of people. Their habits, how they socialize, how they communicate, the way they share experiences and opinions. We can define Social Medias as a hub of information, in which the monologue (one to many) of Web 1.0 has become the dialogue (many to many) of Web 2.0 - changing the users of the Social Networks from passive listeners to  publishers, able to influence in a very short time the public's preference for a particular brand or service.
Just think of Facebook, with its one billion members: 80% of its users mainly prefer social networks to engage with Brands. This is a figure for Marketing not to be disregarded.


In short, today more than ever Social Media is an important factor for strategic communication with the customer.

Social Medias behave differently from traditional media, such as television, newspapers, radio. Considering, for example, the economic side: Social Media offer to both enterprises and private users, a variety communication tools at relatively low cost (about 60% less, according to Hubspot.com) for the distribution of content, allowing to communicate with either groups of consumers or individuals. Using traditional media, doing the same would result in heavy financial investments. This is mainly because the channels of mass communication are private or state-owned. Social Media instead offer a platform that is for the most part free-of-charge (Facebook, Twitter, YouTube, Pinterest, etc.). Manageable by companies as well as by private (sponsored links campaigns, Pay-Per-Click Campaigns AdSense, etc. .). Moreover, the communication of Social Network does not require any specific skills: everyone is free to create their own content. This means that compared to traditional media we find a faster information management: in traditional media reaction times to a content can take days, while in the Social Media response is almost instantaneous and often characterized by the number of participants in a blog, in a forum or in a company page.
Another difference is found in the interactivity offered by the media. Once a wrong content is published, the newspaper article can not be changed. The contents of Social Media can be modified at any by changingthe the original text of the post.
Moreover, another important factor about Social Media is the lifetime of the contents: on traditional medias, advertising contents last much less than on the web. Once pubblished, an advertising on magazines may last up to one month maximum. On the web, contents of any kind will stay untill deleted by the owner of that site. Therefore, contents may remain uploaded and available for consultation through the years.
However, what narrow Social Media to traditional media is the ability to reach the public. A post on a blog, a video on YouTube, can actually reach thousands or even millions of people in no time as it happens with an advertisement on TV
.


 

Microblogging: information in real time.
Some Social Media, such as Twitter, work as news aggregators in real time. The tweets used by users in real time have documented many exceptional events, disasters, news events where the traditional media had their time needed to spread the news. Earthquakes such as the one in Mexico City or on the occasion of the earthquake in Los Angeles in 2009, 50,000 tweets were sent by people present at the site several minutes before the mass media were able to announce the news through their channels. January 15, 2009 when the U.S. Airways flight 1549 crash-landed in the Hudson River in the U.S., the first image to document the news was the tweet of an ordinary citizen, Janis Krums, who was on board of one of the commercial vessels went to the rescue the survivors . Social Media have therefore enabled the birth of the "Citizen Journalism" (so-called information from below) made directly by citizens that being in the right place at the right time, in some way take the place of journalists.


 



Social Media Marketing gets its advantages from this new form of interactivity. Let's see how.

Among the many branches of Marketing, Social Media Marketing is one that reflects the needs of businesses and individuals to communicate with the public in a relatively inexpensive, fast and above all efficient way. To achieve this goal the Social Media Marketing intervenes with Public Relations 2.0 strategies to improve online visibility on social networks, virtual communities and aggregators (any software or web application that has the task of seeking information or content on the web and propose them in "aggregate" for a better use - Wikipedia). For Public Relations 2.0 we refer to the integrated management of all those Web2.0 platforms (Facebook, Twitter, YouTube, blogs, wikis) in which the contents are published to be shared by internet users. The main purpose of Social Media Marketing is to bring organizations closer to their consumers, allowing confrontation and direct communication. This occurs not onlyvia the Forum or business Blogs, but also through the Company Pages in major social networks.
This generate more immediate and creative dialogue, which allows companies to better listen to their customers needs -as well as by picking up their feedback to be used for the development and improvement of products or services.
Not only that, in some cases the company website is a place of interaction between company and customer, where the customer become part of the creation of a new product.


 


The Fifth "P"


In Marketing it is known in the "rule of the Four Ps":

P
roduct (good or service that you are offering),
Price (the price the consumer is willing to pay to receive that good)
Positioning (the activities to bring the goods to the consumer),
Promotion (the set of activities designed to raise awareness of the good to the market).


With the advent of Social Media and Web 2.0, the mix now includes a "Fifth P": People. By this we mean the active participation of the client, which is called to be part of the process of production and refinement of a good or service. This concept is express the direct connection between the company and its audience, and how the latter affects the decisions of the company. The Queen of the market, the Brand, gives up its place of centrality that has preserved for many years and lower itself to the same level of its consumers, communicating with them and following their needs. The Social Media Marketing is the main instrument through which this dialogue is established.

Finally, let's not forget the enormous potential offered by promotional platforms on the Social Media. Through them, a product, a service, an event, it can be advertised virally. In fact, Viral Marketing is another important action of Social Media Marketing. Through the viral spread of interesting or funny contents (often video clips uploaded to YouTube) generates an hype effect, which may reach thousands of users in a few minutes.



 


 


The right message ... at the right time.

February 3, 2013. In the Mercedes-Benz Superdome, New Orleans - USA it's taking place the 47th NFL Super Bowl -an event followed each year by about 110 million people. During the game, an embarrassing technical glitch happens: for about 30 minutes there is a total blackout at the stadium.
Given the reputation of heavy advertising costs for the event (about 4 Million US Dollars for one thirty-second spot), members of the Social Media Marketing from various companies were stand-by among the public, monitoring the event in the hope of something sensational to occurr to be the inspiration for an advertisement. Therefore, as late as five minutes after the lights went out, the marketers of OREO (cookie produced by Nabisco, part of Kraft group) had the alertness to tweet the campaign "You can still dunk in the dark". The Tweet was retransmitted 15,000 times in the first few minutes later with 8,000 retweets. Recorded 20,000 Facebook "Like", while Instagram photos recorded 36,000 posts followed by an additional 16,000 bearing the promotional message "Cookies or creams."

In second place in order of submission to social, was the Audi campaign, with their campaign to turn the stadium with the LEDs of its cars. But the time factor and the readiness of OREO to seize the moment gave far superior results.

 
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