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Social Media 101 : The Good, The Bad, and The Weird

Feb 25, 2016

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Social Media 101 : The Good, The Bad, and The Weird . Daniel M. Ladik, Ph.D., Associate Professor of Marketing Stillman School of Business Seton Hall University @ DanoLadik www.dignuggetville.com d aniel.ladik@shu.edu dignuggetville@gmail.com June 19 th , 2012. - PowerPoint PPT Presentation

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Social Media 101: The Good, The Bad, and The Weird Daniel M. Ladik, Ph.D., Associate Professor of Marketing Stillman School of BusinessSeton Hall University

@DanoLadikwww.dignuggetville.comdaniel.ladik@shu.edudignuggetville@gmail.comJune 19th, 2012

Title Slide Style 21

The Weird? The Wild World of Social Media http://www.youtube.com/watch?v=ZQzsQkMFgHE

Social Media Explained in one Instagramhttp://authentic.ly/social-media-explained-in-one-instagram/

Content Slide 12

Breaking Down Social Media Social:marked by or passed in pleasant companionship the two-way interaction of the individual and the group; the formation of cooperative and interdependent relationshipsMedia:the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely

Content Slide 13

Social MediaSocial media are the means of communication based on interdependent relationships and cooperation among friends and associatesEnhanced by the anytime, anywhere benefits of the Web and mobile technologiesBuilt around online communities Content Slide 14

Social Media MarketingSocial media marketing is the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organizations stakeholders.

Content Slide 15A Brief History (Video) of Social Media

Note: The following video can be found on iTunes U. Search for the University of South Florida select Social Media select the Socially Digital show watch to the 3:30 minmark Title Slide Style 16Pros and Cons of Key Advertising MediaEXHIBIT Type of MediaPROSCONSTelevisionCombines multimediaAppeals to multiple sensesWorks for both mass coverage or selected marketsInfomercial optionImpressions are fleetingShort shelf lifeDin (clutter) of competing adsTiVo effect cutting out adsHigh costRadioQuick placement and high message immediacyEasy selectivity by market and station programmingLow costGeographic flexibilityAudio onlyShort shelf lifeDin of competing adsNewspapersFlexibleTimelyHighly credible mediumShort shelf lifeBig city and national papers can be very costlyPoor reproduction quality, especially in colorLow pass-along rateMagazinesMany titles, offers high geographic, demographic, and lifestyle selectivityGood reproduction quality and colorHigh pass-along rateLong lead time for ad placement due to productionFinal location of ad within the publication often cannot be guaranteedOutdoorRepeat exposure in heavy traffic areasRelatively low costFewer competing adsEasy geographic targetingSpace and structure limits creative executionSometimes requires longer than desired commitments to a locationPublic discontent over environmental clutterDirect MailHigh audience selectivityCreates feel of one-to-one marketing FlexibleOveruse and junk mail imageToo many competing adsRelatively high costElectronic/webInteractive capabilities (2-way communication)FlexibleTimelyLow cost per exposureReader in control of exposure (click-through)SPAMVariations in connectivity speed and computersShifting to Social Media

Source: David Armano, Logic + Emotion, Online: darmano.typepad.comThe Realm of Social Media

http://www.mirnabard.com/2010/02/15-categories-of-social-media/

Zones of Social Media

Exemplar Channels

The GOAL!In my eyes, the main goal is to BUILD a user communityIt is cheaper to market to existing customers than it is to find new customersNew customers tend to buy less than repeat customersRepeat customers do more pro-social behaviors such as positive word-of-mouthSocial Media is an excellent means to accomplish these objectives (ROI)

Content Slide 112How can I be helpful?

Title Slide Style 113