WELCOME TO SOCIAL
MEDIA MARKETING!
Social Media Marketing
CLASS EXPECTATIONS
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Be kind and respectful
KEY INFORMATION
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Treat everyone as you’d like to be treated
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CLASS TIME: 6:15pm-9:45pm
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Speak in English during the class
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BREAK TIME: 7:45pm-8pm
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All assignments should be submitted through Moodle
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Attendance will be recorded before break
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Be attentive and participate during class discussions
•
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Have questions? Raise your hand or come talk to me during the
break, before or after the class
If you need to reach out, my e-mail is
i.marques@ilacic.com
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If you cannot attend a class, let me know
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Have fun!
COURSE EVALUATION
10%
15%
In-Class Tasks
To pass the course…
Major Assignments
•
70% attendance for each class is required
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70% attendance for the overall program
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70% final grade is required
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60% final exam grade is required
25%
Final Exam
Participation (IOET +
Online Tasks)
50%
COURSE CALENDAR - JANUARY
COURSE CALENDAR - FEBRUARY
WEEK 1 CLASS 1
INTRODUCTION TO SOCIAL
MEDIA MARKETING
Social Media Marketing
LEARNING OBJECTIVES
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Understand how social media has evolved over
time
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Understand the different types of social media
platforms
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Describe how social media has disrupted
traditional marketing
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Understand the advantages and disadvantages of
social media
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Define the most commonly used social media
metrics
•
•
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Explain why social media marketing is important
•
Understand the social media skills gap and careers
in social media marketing
Understand the benefits of social media marketing
Define paid, owned, and earned media in the
context of social media
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
3 years
X (Twitter)
2 years
Pokémon Go
19 days
Threads
24 hours
Source: Visual Capitalist
SOCIAL MEDIA STATISTICS
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INDIVIDUALS USING
THE INTERNET
SOCIAL MEDIA
USERS' IDENTITIES
8.03 BILLION
5.48 BILLION
68.3%
POPULATION
5.18 BILLION
64.6%
POPULATION
4.8 BILLION
59.9%
POPULATION
Source: We Are Social & Hootsuite
THE EVOLUTION OF SOCIAL MEDIA: MOBILE DEVICES
•
68.3% 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)
•
More than event, mobile is a space that marketers must pay attention to
THE EVOLUTION OF SOCIAL MEDIA:
GROWTH IN SOCIAL MEDIA USERS
Number of social media users worldwide (in billions)
2.73
2017
3.1
2018
3.51
2019
3.9
2020
4.26
2021
4.59
2022
4.89
2023
5.17
2024*
5.42
5.64
5.85
2025*
2026*
2027
Source: Statista
WHEN WAS THE
LAST TIME YOUR
PHONE WAS
NOT WITH YOU?
SOCIAL MEDIA AS A MARKETING DISRUPTOR
SOCIAL MEDIA AS A MARKETING DISRUPTER:
DAILY TIME SPENT WITH MEDIA
TIME SPENT USING
THE INTERNET
TIME SPENT
WATCHING TV
TIME SPENT USING
SOCIAL MEDIA
TIME SPENT READING
PRESS MEDIA
6H35MIN
3H12MIN
2H24MIN
1H49MIN
TIME SPENT LISTENING
TO MUSIC STREAMING
TIME SPENT LISTENING
TO BROADCAST RADIO
1H28MIN
0H52MIN
TIME SPENT LISTENING
TO PODCASTS
0H52MIN
TIME SPENT USING
A GAMES CONSOLE
1H05MIN
Source: We Are Social & Hootsuite
SOCIAL MEDIA AS A MARKETING DISRUPTER:
5 MAIN REASONS FOR USING SOCIAL MEDIA
48%
37%
34%
29%
28%
Stay connected
with Friends
and Family
Fill spare time
Read News
Stories
Find content
(e.g. Articles,
videos)
See what’s
being talked
about
Source: We Are Social & Hootsuite
SOCIAL MEDIA AS A MARKETING DISRUPTER:
IMPACTED TRADITIONAL MARKETING METHODOLOGIES
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Social media challenges traditional marketing methodologies (radio, print,
television) as marketers shift budgets and strategies to digital marketing
tactics with greater ROI
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Consumers now regard social media
as a more trustworthy source of information over traditional marketing
communications
SOCIAL MEDIA AS A MARKETING DISRUPTER: GLOBAL
AD SPEND BY MEDIUM
Distribution of advertising spending worldwide in 2021, by medium
70%
60%
58.96%
50%
40%
30%
24.85%
20%
10%
4.97%
4.28%
4.05%
2.54%
Outdoor
Newspaper
Radio
Magazines
0%
Internet
Television
0.34%
Cinema
Source: Statista
SOCIAL MEDIA AS A MARKETING DISRUPTER:
DAVE CARROLL AND UNITED AIRLINES
SOCIAL MEDIA AS A MARKETING DISRUPTER:
USER GENERATED CONTENT
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User-generated content (UGC) refers to
any digital content that is produced by end
users of an online service or website
(Techopedia, 2017)
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Consumers are becoming content creators
for brands on social media
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UGC is used to create opportunities for
showcase brands and build customer
relationships
SOCIAL MEDIA AS A MARKETING DISRUPTER:
USER GENERATED CONTENT - DORITOS
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In 2006, Frito-Lay leveraged UGC for its
Doritos’ “Crash the Super Bowl” contest
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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:
USER GENERATED CONTENT: AERIE REAL
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Aerie encouraged customers to post
unedited photos of themselves in bathing
suits with the hashtag #AerieReal.
•
Aerie extended the campaign by leveraging
#AerieREAL Role Model influencers who
became a source of inspiration for women
around the world.
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In 2020, Aerie launched the #AerieREAL
Change Initiative which awards 20 changemakers with $20,000 to help them make the
world a better place.
SOCIAL MEDIA AS A MARKETING DISRUPTER:
JOURNALISTIC AND ORIGINAL CONTENT
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67% of Americans report that they
get at least some of their news on
social media
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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?
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
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Increased brand awareness and exposure
• Improved sales
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Increased traffic
• Time savings
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Brand loyalty
• Reduced marketing costs
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Marketplace insight
• Stronger customer experiences
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Lead generation
• Owned, earned, paid media
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Increased thought leadership
Source: Getty Images
DIGITAL MARKETING TRIFECTA
Source: Titan CEO
SOCIAL MEDIA METRICS
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Call to action (CTA)
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Clicks
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Click-Through-Rate (CTR)
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URL click
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Engagements
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Engagement rate
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Followers
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Mentions
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Total reach
TOP SOCIAL MEDIA CAMPAIGNS 2023
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•
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Spotify Wrapped
Barbie
McDonalds Raise Your Arches
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 Indeed.com, yields over 65k results
A few examples include:
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social media coordinator, specialist,
manager director
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social media influencer
manager
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social media editor
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social media content manager
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bloggers
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paid social media strategist
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community manager
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social media video producer
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digital media manager
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social media writer
SOCIAL MEDIA MANAGER SKILLS
10 skills every social media manager
should 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
10. Curiosity
Source: Getty Images
SOCIAL MEDIA MANAGER SKILLS (CONT.)
Success as a social media manager also requires staying on top of social media
trends.
Tip: 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!