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Printable Handouts
Navigable Slide Index
- Introduction
- Talk overview
- A brief history of social media
- Google trends search: ‘social media’
- The social media millenium
- Active users by social platform
- Global digital snapshot
- Annual growth of social media use
- Annual growth: Asia-pacific
- US social media use
- US teen social media use
- Social media and the age of the customer
- The experience economy
- The age of the customer
- The age of the customer (quote)
- The (customer) experience marketing mix
- Summary - the context of social media marketing
- Social media marketing strategy
- Social media marketing overview
- Social media strategy
- Social media marketing - strategic objectives
- Objective: Branding
- Branding - key points
- Branding - case study
- Objective: Reputation management
- Reputation management - key points
- Reputation management – case study
- Objective: Customer service
- Customer service - key points
- Customer service – case study
- Objective: customer acquisition (advertising)
- Customer acquisition (advertising)
- Customer acquisition (advertising) - (2)
- Social media advertising
- Social media advertising (2)
- Conclusions
- Academic data sources
- Industry data sources
This material is restricted to subscribers.
Topics Covered
- History of social media
- Social media and the age of the customer
- Social media marketing strategy
- Strategy objectives: branding
- Strategy objectives: reputation management
- Strategy objectives: customer service
- Strategy objectives: customer acquisition
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Bite-size Case Studies:
Talk Citation
Kurtzke, S. (2016, October 31). Social media marketing [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/RKGN1964.Export Citation (RIS)
Publication History
Transcript
Please wait while the transcript is being prepared...
0:00
Hello, my name is Simone Kurtzke,
and I'm a Lecturer in Digital Marketing
and Social Media
at Robert Gordon University.
And I'm here today to talk to you
about social media marketing,
and I think it's a very valuable
and interesting topic to look at,
because we now have
mainstreaming of social media,
it's been around for 10, 15 years now.
So it's really a good time
to step back and look at that overall,
not just in terms
of the practical application
and the strategy,
but the wider philosophical trends
to really understand
whats happened in last years
and what is likely to happen
in the future.
0:38
I start with brief history
of social media
as I said
we were at the really good stage
to look back now and take stock.
I will then place social media
in the wider context
of the age of the customer
or what is also been called
the experience economy,
because there are some underlying
philosophical and theoretical shifts
perhaps without
which it's very difficult
to understand social media.
I will then move on
to talk more specially
about the aspects
of social media marketing strategy
that brands and companies
really need to focus on.
I then draw some conclusions that sum up
where we are right now
and, of course,
I hope that this will be relevant
for the next few years,
which is why I said
I really wanted to draw
at some of the underlying themes
and philosophical themes as well,
and not just talk about tactics
or what's specifically it is
we need to do.
1:33
A brief history of social media.
In this section, I want to talk
about the term Social Media in itself,
because it's a very, very
recent new phenomenon.