Social media marketing

Published on February 19, 2015 Updated on October 31, 2016   46 min

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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.
1:45
As we can see on this slide here, social media as a term only really became into the mainstream or grew, perhaps from 2009 onwards and it has really now, of course, reached mass popularity. So it's important to remember that this is a very recent area and a very recent phenomenon.
2:06
I look at social media for the purpose of this talk from 2000 onwards, in terms of communities, and online communities, and people talking with each other, and forums, and chat rooms that has, of course, been around since the '80s or the '90s. But the term social media, and the mainstreaming of these user generated content sites, and sites where people can talk to each other really came to the forefront in the new millenium from 2000 onwards. I start it by Friends Reunited. Even although, it's not a strictly speaking a social media site, but even Facebook, when it launched in 2004, the term social media didn't actually exist. And the reason I put this slide in is that we can see really the history, the channels when they arrived on the scene, and the important point for me to point out is that between 2006 and 2010, not many new channels launched other than Twitter and Tumblr. So it's almost like there was a first phase of social sites and channels with MySpace, Facebook, YouTube, and then there was a little bit of a break, and then 2007 Tumblr, and then the last years especially, the key movement here is the rise of image-based social channels, such as Pinterest and Instagram. And in fact, Instagram has now even overtaken Twitter. So that is the key trend. And really where we are is, we have mature, established old social networks such as Facebook, YouTube, and Twitter. And then, of course, we have Instagram, Pinterest the smaller social networks that are more image-based. And another really important point for me is that there is, of course, considerable regional variation. So when we talk about the social media millenium or social media strategy in China, it is very different to what it is over here. And I ask these few questions to most of my students, I say it is trick question. Does every business need a Facebook page? And they always say, "Yes, of course. Yes, of course." And then I ask, "But what about China?" Because, of course, in China, Facebook is really not on the map, businesses don't use that. We have social networks like Qzone and the whole ecosystem of social media is very, very different. However, this talk only focuses on the western social media, but I just included it here on this slide. Here the key point about the social media millenium s that the increase in economic value of these channels, this is why at the bottom, I just put the few key highlights of one traditional media companies and media publishers buying social media sites or networks, for instance, News Corp in 2005 buying MySpace for $580 million. And then more recently, even Instagram was bought by Facebook, which, of course, now is a big media publishing site in itself for $1 billion. And it probably is one of the highest prices ever paid for a very small social messaging app or network, when Facebook bought WhatsApp for $19 billion and that is just an indication of the shear enormity and the growth of social media in the last few years.
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Social media marketing

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