Schulich School of Business

Social Media & Marketing for Management

MKGT 4226 Section R Wednesdays, 2:30-5:30pm Jan 8- April 9 Room: SSB W133 Instructor: Aleem Visram, HBA, MBA Email: avisram@schulich.yorku.ca http://www.youtube.com/watch?v=Slb5x5fixk4 http://www.youtube.com/watch?v=Y4EwCG8Z498

Aleem Visram

Schulich School of Business

http://www.youtube.com/watch?v=gsNaR6FRuO0

Aleem Visram
http://www.youtube.com/watch?v=EzVsAY4UAh0

Schulich School of Business

My cousin Selina, age 2

SOCIAL MEDIA
What is Social Media? How did social media change business marketing? What is an example of a company who has a good social media strategy? Why is it good? What is an example of a company with a bad social media strategy? Why is it bad?

THE POWER OF SOCIAL MEDIA

[and why I love it]

The story of tiger bread

The exchange began trending on Twitter but then died down, before it re-emerged on social networks last week. "In response to overwhelming customer feedback that our tiger bread has more resemblance to a giraffe, from today we will be changing our tiger bread to giraffe bread and seeing how that goes," the supermarket said.

SOCIAL MEDIA IS

HUGE

[or why we should care]

Canadians, Digitally World Class

80%
Of Canadian Households have broadband access

80%

Canadians watching online video

76%

Canadian mobile penetration

(34% smartphone)

3.7B

Searches per month in Canada

13.5

Average Hours per Viewer of online video in one month

38%

Mobile internet penetration

(8% - 3G penetration)

Source: 1. Ofcom UK, International Communications Market Report 2010, Dec 2010 2. Ipsos Reid Canadian Inter@ctive Report, Oct 2010 3. eMarketer, Mobile Phone Subscribers and Penetration in Canada, May 2010 4. comScore qSearch Dec 2010 5. com Score Video Metrix, June 2010 6. Ipsos Reid Inter@ctive Reid Report, Q209

Aleem Visram

Schulich School of Business

Transformation of Consumers is Underway

Groupon 51M subscribers, up 25% YoY

A mobile purchase every second

ebay

800K virtual tractors sold daily

Farmville

YouTube views
Justin Bieber Baby: 600M+

iPhone App store More than 10 billion apps downloaded

65 million minutes played every day on mobile

Angry Birds

Aleem Visram

Schulich School of Business

HOW DOES ALL THIS IMPACT BUSINESS, MARKETING, AND MANAGEMENT?

Hyper Sociality in Business

Human 1.0 Autocracy- corporate voice Controlled, channelled messaging 1 way communication Command and Control Limited communication Delayed communication Low trust High marketing spending and advertising Hyper Sociality Democracy- equal voice Platform of participation and connectivity 3 way communication Reciprocity & Altruism Open Communication Instant communication, reaction & response High trust Consumer messaging, WOM and tribes

Corporate Behaviour Business control product information

Group Behaviour Consumers control product information

Aleem Visram

Schulich School of Business

Aleem Visram

Schulich School of Business

MY BACKGROUND

Summer Internship- Pfizer/ Adams

Breath easy, breath icy

http://www.youtube.com/watch?v=jXiogWcSerU

Assistant Marketing Manager, American Express

Program Manager, AKDN Afghanistan

http://www.youtube.com/watch?v=btzrjJ9gxAY Start: 1:16

Associate Marketing Manager, Kraft Canada

Associate Marketing Manager, Tassimo

Billboards
Montreal OOH billboards in targeted SVC areas to increase awareness

TV

Online/Interactive/E-mail
Banner ads in Canada.com and in Whats Cooking email newsletter.xE-newsletter to Tassimo registrants highlighting European SKUs through DTC with free S&H offer

PR
Launch PR events, Christmas in July, Holiday Media Influencer Program and BT giveaways

Print
Full page advertorials in H&H, Whats Cooking and Canadian Grocer

Tassimo Marketing
In-store and OOH Demos
In-store demos in department & grocery OOH demos in bridal, home and womens shows

Website
Interactive demos, product info, e-shop, reviews and store locator tool (with link to Mapquest)

Consumer Promotions
In-store merchandising and displays in key stores

Ecommerce & Social Media

First online sales & social media for Kraft Canada ever!

Co-marketing
Banner specific offers to drive purchases

Marketing Manager, Maxwell House http://www.youtube.com/watch?v=dLnvfgXn7EM

SAMPLING ON THE HOUSE PRODUCT NEWS/ BREW SOME GOOD

TV PRODUCT NEWS/ INVITATION TO BREW SOME GOOD

SUBWAY FREE RIDES, SAMPLING, CELEBRITY, MACLEANS MAG. DISTRIBUTION, LIVE MEDIA COVERAGE

PR
BREW SOME GOOD NEWS

KEY MESSAGE: Its a better Maxwell House, Its a better morningBrew some Good.

PRINT NEW COFFEE/ BREW SOME GOOD WEBSITE AND ONLINE GOOD NEWS/ BREW SOME GOOD, Youtube and Facebook page

BREW GOODERS FEATURE BREW SOME GOOD SUPPORT FOR HABITAT

Aleem Visram

Schulich School of Business

On the House snapshot - customer journey

Yonge & Eglinton Square- TO, Berri- Montreal

Hears some music and sees celebrity busker

Delighted to be greeted by warm fresh cup of coffee

(Chantal Kreviazuk- Toronto / France DAmour Montreal)

Headed to Eglinton subway station for a regular day of work

Realizes MH is raising money for Habitat

MAXWELL HOUSE IS BREWING SOME GOOD

Goes to website or social media for more info or to donate

Gets a Free sample of Macleanss with MH insertion

Covering the event Live

In her way in the station, gets a Free subway ride On the House

Cough & Cold Category Marketing Manager, Novartis Consumer Health

Cough & Cold Category Marketing Manager, Novartis Consumer Health

Buckleys: http://www.youtube.com/watch?v=TeVQxuTwduI Otrivin: http://www.youtube.com/watch?v=RVdrq7cpyJU

Marketing Communication Plan, Tetley Infusions

Awareness Coupons TV Online

Cross Promotions Purchase PR

Trial

Print

Goodlife gyms

Merchandising Events In-store demos

Aleem Visram

Schulich School of Business

Senior Brand Manager, Tetley Canada

Marketing Professor & Assistant Director, Schulich Centre for Teaching Excellence (SCTE)
Winner of the 2012 Schulich BBA Teaching Excellence Award http://www.youtube.com/watch?v=LGEpkaABlxc

COURSE OBJECTIVES
1. Understand what social media is, identify its key characteristics and different types, understand its relationship to other relevant terms. 2. Demonstrate knowledge about underlying characteristics of social media. 3. Be familiar with research techniques and methods applied to social media, how these methods work and what types of business and market research questions it can answer. 4. Apply the rules and guidelines of social media in marketing and organizational communications. 5. Distinguish between marketing problems to which social media are suited for from those that are not appropriate. 6. Evaluate social media communications campaigns in terms of their quality and success. 7. Plan and implement a social media campaign to solve a marketing problem.

COURSE TOPICS
Origins of social media and the online community movement Terminology issues: distinguishing between new and traditional media, and between organic and amplified word of mouth Cultural and social bases of online community, culture and tribes Marketing and organization research methods: online observation, social network analysis and netnography Building social media communications into marketing strategy and tactics Social Media Metrics: how to measure and track online and offline word of mouth and influence Ethical aspects and codes of conduct in the industry

COURSE AGENDA
Week 1: Introduction Week 2: Community and Word of Mouth (WOM) Week 3: Reputation & Influence- Key Influencers and Ambassadors Week 4: Social Media Market Research- Netnography Week 5: Market Strategy & Content Week 6: Narrative Strategy, Storytelling and TransMedia Week 7: Social Networking Sites (SNS) & Microblogs Week 8: Reading Week (No Class) Week 9: YouTube, User Generated Content (UGC) and Innovation Week 10: Mobile Marketing Week 11: Measurement & ROI Week 12: Social Media Marketing Presentations: Groups 1-5 Week 13: Social Media Marketing Presentations: Group 6-9, wrap-up Week 14: Final group written report due April 9th via turnitin.com

COURSE EXPECTATIONS
1. Come to all classes on time and prepared (having read the readings or assigned materials). 2. Actively participate in class by contributing to class discussions with meaningful, knowledgeable and insightful comments, both in class and online on the Facebook discussion forum. 3. Treat your peers with respect: engage in debate and discussions with your classmates, but do not heckle or embarrass them. 4. If you are going to miss a class, please email me BEFORE the class to let me know with a legitimate reason. You are still expected to complete the assigned readings or assignments and submit them on time and follow up with your classmates for anything you missed, as well as participate in the Facebook discussion. 5. Do not use laptops and cell phones in class unless instructed.

COURSE REQUIREMENTS
1) Purchase the course kit from the York University bookstore (the course kits from Fall 2013 are the same, but anything older is missing the new cases and readings, you will need to download them from the HBS website if you buy the old course kit from previous students). 2) Do the readings for the class from the course kit for today:

Gossieaux, Francois and Edward K. Moran (2010), The Hyper-social Organization: Eclipse your Competition by Leveraging Social Media, Chapter 1: How Did We Get Here?
TRUSTe Whitepaper, "The Pros and Cons of Social Media Marketing," 2010, pg 1-7. 3) Go to: http://hbsp.harvard.edu/ choose Schulich Social Media- Winter 2014' under course selection to download the cases for the class.

COURSE REQUIREMENTS

4) Join the class Facebook Discussion group: Search 'Social Media for Marketing & Management- Winter 2014 https://www.facebook.com/groups/650899854951649/ Please note that this discussion forum is only for students in this class, so please DO NOT invite anyone else.

5) Join the turnitin.com course: www.turnitin.com Search for "Social Media Marketing & Management- Winter 2014" under Aleem Visram The password is "socialmedia" (all 1 word lower case).

COURSE EVALUATION
1. Class participation (In class and facebook discussion) 15%

2. Individual Class Leadership (preparatory research, in-class presentation and report) 25%
3. Individual Case Analyses (2 of 4 cases- 15% each) 30%

4. Social Media Team Project (15% Presentation, 15% Team Written Report) 30%
NOTE: There are NO exams in this course. All assignments, presentations and written reports MUST be submitted on turnitin.com before class to be considered for evaluation.

Participating online
1. Pure socializing doesn't count (like "Hi there. How's it going?".... "I thought this movie was great!") 2. Don't simply ask a question. Give some background or explanation. 3. Practical questions about the course should be placed in CMD or asked by email.

4. Respond to what other students are saying or asking. I want you to talk to each other. This is volleyball, not pingpong.
5. Be HELPFUL and friendly to each other. 6. If you mention people you know, remember to protect their anonymity/privacy.

Aleem Visram

Schulich School of Business

Participation grading criteria

4 out of 4: Shows excellent preparation. Analyzes readings and synthesizes new information with other knowledge (from other readings, course material, discussions, experiences, etc.) Makes original points. Synthesizes pieces of discussion to develop new approaches that take the class further. Responds thoughtfully to other students' comments. Builds convincing arguments by working with what other students say, but may question the majority view. Stays focused on topic. Volunteers regularly in class and online but does not dominate.

Aleem Visram

Schulich School of Business

INDIVIDUAL CLASS LEADERSHIP

You will be required to research, understand and discuss the social media topic you choose from the class presentations list You work individually on your topic, but you will coordinate efforts with other students who chose related topics to present on the same day You will work with the other presenters on the same day to develop a list of questions for class discussion (at least three per topic) and the complete list of texts studied to be sent via turnitin.com before the class in your written report Your brief presentation (maximum 5 minutes) must be shared in the social media format of your choice (e.g. ppt, prezi, YouTube video, slideshare slideshow, series of Tweets or combination). This must be posted on the course fb page following the class so that they are accessible to all members of the class. You must submit a 2 page hardcopy summary (max 700 words) of your research on the topic on the day of your presentation (include references). Late assignments will not be accepted.

INDIVIDUAL CLASS LEADERSHIP

Your class presentation and written assignment (700 words or less) will answer the following: 1. What is the definition of your topic or subject? 2. What are some examples of a product or service that executes your topic WELL? Why do you think it is GOOD? 3. What are some examples of a product or service that executes your topic POORLY? Why do you think it is BAD? 4. Provide some guidelines of what companies should do (or not do) with respect to your topic USING RESEARCH SUPPORT. 5. Provide a summary of your recommendations and conclusions (based on your analysis and outside research).

INDIVIDUAL CASE ANALYSIS

You must read and prepare all 4 cases for class discussion You can choose among 2 of the 4 cases to submit a write up of 2 pages maximum (no more than 700 words) in response to the case questions This is an individual assignment- NO collaboration is permitted Case write-ups are due before class (Wednesdays @ 2:30pm) and must be submitted to turnitin.com Late assignments will not be graded Assignments will be graded and returned to you with comments via turnitin.com Each assignment is worth 15% for a total grade of 30% of your final mark and will be based on your analysis and recommendations I will only mark the first 2 case write-ups submitted for each of you, do not submit more then 2 write-ups as I will NOT mark them

SOCIAL MEDIA MARKETING PROJECT

In a 5-6 person team, you will develop and present a social media marketing program for either:

A. Molson (Groups 1-4: Presentation March 26th) B. Car Detailing (Groups 5-9: Presentation April 2nd)
1. The team will analyze the brand strategy, 3Cs (consumer, competition and corporate capabilities) and 4ps (product, place, price, promotion). The team will use netnography and/or other online research techniques to investigate, report upon, and analyze the online environment within the category. 2. You will work your strategy into a coherent and integrated social media marketing plan, complete with measurement tools to evaluate the effectiveness of the SSM plan and include a short term (6-12 months) and long term plan (1-2 years) for the campaign.

SOCIAL MEDIA MARKETING PROJECT

3. The team will make a full report to the class in a 20 minute presentation, followed by a brief Q&A/comment session. Your complete project deliverable, due on April 9th, before midnight, via turnitin.com, includes: A 10-page report of which the first page is an executive summary. Cover, content list, and references are not included in the 10-page limit. Maximum10 additional pages of appendices are allowed. Use Times New Roman size 12, space 1.5 lines spacing, and 1 inch margins on all sides. Your presentation PowerPoint slides or a link to your presentation (if using flash). EVERY group member must upload a Peer Evaluation Form to turnitin.com to receive a grade for the Final Project. 5% of your final overall grade will be based on your peers evaluation of your contributions.

Our next class- Community & WOM

Required readings: Dichter, Ernest (1966), How Word-of-Mouth Advertising Works, Harvard Business Review, 16, 147-

Fournier, Susan and Lara Lee (2009), Getting Brand Communities Right, Harvard Business Review, April, 105-111.
Kaplan, Andrea and Michael Haenlien (2010), Users of the world, unite! The Challenges and opportunities of social media, Business Horizons, 53, 59-68.

Class Presentations: Word of Mouth (WOM) Regulations and norms Brand Communities E-tribes Consumer Resistance
Guest Speaker: Elana Safronsky, Online Editor, HGTV and Shaw Media

Aleem Visram

Schulich School of Business