Intro to Marketing Mr. Bernstein Social Media Marketing October 29, 2014

Intro to Marketing Mr. Bernstein Advertising through Social Media Generate attention Mold brand image Direct traffic to more content-rich website 2

Intro to Marketing Mr. Bernstein Advertising through Social Media Fosters interaction and more personal communication between producer and consumer Retweets, reposts are “word of mouth” advertising and considered more genuine (“earned media” vs. “paid media”) Relatively inexpensive compared to traditional forms of advertising Goal is to create a buzz (score an “Oreo moment”) 3

Intro to Marketing Mr. Bernstein Key Advantages of Social Media Data collection becomes more personal, more reliable and much more cost efficient Combined with new analytics tools and computing power, results in refined segments Not only a medium to advertise and a platform for promotions, but a tool to integrate with and leverage other marketing efforts 4

Intro to Marketing Mr. Bernstein Marketers Now Heavy Users of Social Networks 5

Intro to Marketing Mr. Bernstein Measuring Effectiveness 6

Intro to Marketing Mr. Bernstein Who Conducts Measurements? Typically outsourced to marketing firms Example: Unionmetrics.com Types of analysis: “Tweetreach”, other media Job Openings What type of people succeed in this type of firm? 7