MARKETING & SOCIAL MEDIA
A FIVE PART PRESENTATION BY AILEEN, JAMES, NOEMI & TANITA
Common social media platforms used in marketing for
businesses are…
FACEBOOK
• Founded on February 4, 2004, by
Mark Zuckerberg
• By 2007, Facebook had 100,000
business pages (pages which
allowed companies to promote
themselves and attract
customers).
• By 2014, Facebook’s COO
declared they had fulfilled their
vision of connecting the world
References include computerworld.com and techcrumch.com
BING
• Bing was unveiled by Microsoft
CEO Steve Ballmer on May 28,
2009
• In 2012, Bing search engine can
now have friends appear
alongside search results, an effort
to make the site more social.
•
The ability to recall an ad
improves 55% if your friend’s
name or picture is beside that ad,
this is called social context.
MARKETING PROCESS
Marketing Plan
A marketing plan is a
comprehensive blueprint
which outlines an
organization's overall
marketing efforts
Strategy enhancement
Strategic marketing
integrates consumer
research, product
enhancement and new
product development, and
marketing to increase sales
and market share
Textbook Reference
Result measuring
Measuring the
contribution that a
given marketing
program has on
revenue and profits
MARKETING Strategy
Competitors
Marketing
Intermediaries
•
•
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Banks
Insurance firms
PR Firms
•
Publics
Suppliers
•
•
Companies that
compete for the same
consumer dollars.
Companies that offer
similar services
•
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Vendors
Advertising
Agencies
Political
Religious
Cultural
Social Media
Allows businesses to integrate all of these at once
Textbook Reference
Businesses & Social Media
Burger King
www.bk.com
McDonald’s
www.mcdonalds.com
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McDonalds was one of the first businesses
to begin using social media since
Facebook’s inception in 2004
First ones to start using the “check in”
feature in 2010
Facebook was one of the major sources of
marketing and advertising for large
businesses
Today, McDonald’s has 31,842,589
followers
Although sales have dropped 16%,
McDonalds is still #1 among young adults
16 to 34
References include burgerbusiness.com, forbes.com & bluewolf.com
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Burger King did not arrive on the
Facebook scene as quickly as McDonalds
did, currently having 7210535 followers
Facebook helped the BK chain do a major
brand and image change
Social Media allows for businesses to get
feedback on how business is going, taking
it back to the step of result measuring.
Between 2004 & 2008 BK struggled to find
their image, today they rank #3 in fast
food coming in behind Wendy’s
How much do businesses spend on
Cost of Bing
Cost of Facebook
•Businesses pay FB $1 B per
quarter to advertise
•McDonalds operates on a
cost per click basis for
advertising
•FB offers different budget
categories for businesses
•McDonald’s has an annual
global advertising budget of
$2.3 billion
References include burgerbusiness.com
•Bing operates on a keyword
search cocept
•The business sets its budget on
how much they are willing to
pay to be shown when
someone types a relatable
word in the search box
•Burger King uses Bing to
advertise and uses the Bing
Rewards Program to customers
who use the search engine
•BK has an annual global
advertising budget of $4.2
billion
Demographics that affect McDonalds and Burger King
Gender
Age
Time
Spent
on Site
Income
Most
Popular
Locations
Average
$ spent
•McD does not
have a specific
gender. They are
popular among
men & women.
McD average
consumer age is
16 to 34.
McD average FB
follower is 40
McD avg consumer
income is $60K.
The more they
make, the more
they eat out.
McD consumers
spend 12 mins on
their FB page and
14 mins on their
website
McD most popular
locations are in
neighborhoods with
schools, businesses
& apartment
complexes
McD sells 75
burgers a second
with a monthly
check avg of $14.
BK is also popular
among men &
women
BK avg age of
consumer is 18 to
34.
BK has an avg
consumer income
of $29K.
BK consumers spend 8
mins on their FB page
and 18 mins on their
website
BK most popular
locations are in
urban
neighborhoods
BK sells more $1
burgers than value
meals with a monthly
check avg of $6
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References include entrepreneur.com, businessweekly.com, fastfoodmarketing.org, burgerbusiness.com
Social Media has a major effect on business growth and sustainability
Facebook
Keeps businesses such
as McD and BK at
TOMA
(TOP OF MIND
AWARENESS)
CONSUMER SEARCH
NEED OR WANT
IS DETERMINED
CONSUMER CHOOSES
BUSINESS FEELS
IMPACT OF
CONSUMER DECISION
References include socialmediaexamner.com
Bing
Uses AIDA to influence
consumer’s searches
on the internet
(ATTENTION,
INTEREST, DESIRE,
ACTION)
Is Social Media controlling our minds?
• The first thing a business needs to do is brand in order to get
fans on Facebook. This is referred to as connecting.
• Once that is accomplished, they create unique content and
provide value for the attention of those fans. This is known as
engaging.
• The third thing businesses want to do is get their fans to
influence their friends. Influencing their friends, really, is the
key to marketing through social media.
• It’s the newest form of “word of mouth”
References include canadianmarketingassociation.com
Benefits
•Is a useful tool for seeing
what users are saying
about that particular brand
•A great resource for
generating brand
awareness
•Provides potential to build
the relationship with the
consumer
•Ability to offer discounts,
promotions, and reward
programs
Restaurants benefiting from Social
Media:
Starbucks - 37 Million FB Followers
17 Million Bing Reward Members
McDonalds- 31 Million FB Follower
30 Million Bing Reward Members
Burger King- 7 Million FB Followers
11 Million Bing Reward Members
Chick-fil-A- 7 Million FB Followers
NOT a Bing Rewards Affiliate
Outback-
2 Million FB Followers
NOT a Bing Rewards Affiliate
References include marketingjive.com, nationalrestaurantnews.com, facebook.com, and bing.com
POTENTIAL PROBLEMS
REVIEWS
One negative
review can have
long term effects on
a business
REWARDS
DEMOGRAPHY
Reward
redemptions are
not always available
in all locations
If not careful, the
wrong type of
customer could be
attracted
What could go
wrong?
CONTENT
COMPETITION
Posts or
advertisements can
be offensive to a
particular
demographic
Competing
businesses can
attempt to discredit
one another
Reference includes forbes.com
CONTENT UPDATES
How often are these deals & promotions offered?
McDonalds
offers a yearly
monopoly
promotion
Yearly
Promotion
Chain-wide
sales declined
6.1% after
promotion
was over
$1 Million
grand prize
with
purchase
Collective
Revenue in
2013 was
$1.52B
References include Forbes.com and cbsnews.com
Maximum
Exposure
CURRENT PROMOTIONS BEING OFFERED AS OF 6 AUG 2014
MCDONALDS
PROS/CONS
Free Fruit and Berry Oatmeal for
breakfast purchases from 8AM to
9AM.
The fruit and berry oatmeal is a
healthy choice, however, its only 8.9
oz.
Free Medium Fries with the purchase
of the new $2 Jalapeno Double.
Free fries are nice, but purchase of
the value meal is a difference of
$1.33. Most people want something
to drink with their meal.
BURGER KING
PROS/CONS
Get the new Mushroom & Swiss Big
King and a second burger of your
choice for $5.
BOGO is good, but a drink or side is
extra causing consumer to spend
more than $5.
Free Medium Onion Rings with the
purchase of the new Ultimate Bacon
Cheeseburger (for a limited time only)
Average consumer enjoys fries with
their burger, not onion rings.
References include burgerbusiness.com