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0:00
Hi. My name's Julie Atherton,
and I'm the founder
of Small Wonder,
the social media advisory
and marketing consultancy.
I also write books on
social media and
social media strategy.
Today I'm going to be talking
about social media marketing.
0:18
First of all, we're going to
define social media marketing.
I'll talk through some examples
of social media
marketing activity,
and then I'll
introduce my model,
the ABC social media
strategy model.
0:34
Social media marketing includes
a variety of social
media channels.
Each one is a
different ecosystem,
and they're as different
from each other
as above-the-line
advertising is from
email marketing or direct mail
is from digital advertising.
It's a complex environment,
and increasingly we spend
more and more of our time there.
Gary Vaynerchuk
defines social media
as the current state
of the Internet,
the place where our
consumers' attention is.
In marketing, we are
increasingly trying
to find consumers,
grab that attention and
turn that attention
into activities that benefit
our business or our brand.
We increasingly are doing
that in social media.
1:25
What marketing activities do
occur within these
social media channels.
There are huge different types
of things that we can do,
and they include
brand awareness.
This is where we're trying
to raise the profile of
our business and our brand with
a specific target audience.
We use social media channels
to do this because people share,
like, and comment
on our activity,
and help us spread the word
about what we stand for.
