Mangold and Faulds 2009

Introduction to Social Media in Marketing

• Authors: W. Glynn Mangold, David J. Faulds

• Affiliations: Murray State University, University of Louisville

• Focus: Role of social media as a hybrid element of the promotion mix and its impact on integrated marketing communications (IMC).

Integrated Marketing Communications (IMC)

• IMC Definition: The principle organizations follow to communicate effectively with target markets.

• Elements of IMC: Coordination of advertising, personal selling, public relations, publicity, direct marketing, and sales promotion.

• Goal: Produce a unified customer-focused message to achieve organizational objectives.

• Impact of Social Media: Changes in communication methods, enabling consumer-to-consumer communication.

Emergence of Social Media

• Consumer-Generated Media: Describes online sources of information created and shared by consumers to educate each other about products and brands.

• Magnitude of Impact: One individual's opinion can now reach millions, transforming marketplace dynamics.

• Hybrid Role:

  • Traditional: Companies communicate with customers.

  • Non-Traditional: Customers communicate with each other.

Challenges for Marketing Managers

• Loss of Control: Content and frequency of consumer discussions are beyond direct control.

• Need for Engagement: Managers must shape discussions to align with organizational missions and goals.

• Methods for Engagement:

  • Networking platforms

  • Blogs and social media tools

  • Promotional instruments

Diverse Social Media Platforms

• Types of Social Media: Blogs, discussion boards, consumer rating sites, social networking sites (e.g., Facebook, Twitter, Instagram).

• Influence on Consumer Behavior: Awareness, information acquisition, opinions, attitudes, and post-purchase evaluations.

• Guidance for Managers: Existing literature provides limited direction for integrating social media into IMC strategies.

Comparing Old and New Communication Paradigms

Traditional Paradigm

• Existing Framework: Messages and timing dictated by organizations and their agents.

• Limitations: Minimal influence from consumer word-of-mouth due to restricted communication channels.

New Paradigm

• Shift in Power: Consumers now control more of the dialogue about products and services.

• Market Influence: Shift towards social media as a primary source of information.

• Consumer Trust: Social media is seen as more trustworthy than corporate-sponsored communications.

Strategies for Shaping Consumer Discussions

1. Provide Networking Platforms

• Community Creation: Foster spaces for like-minded individuals (e.g., Dove's Campaign for Real Beauty).

• Examples: Online forums, Facebook groups, support communities for specific interests.

2. Utilize Blogs and Social Media Tools

• Feedback Mechanisms: Engage customers through blogs and allow feedback to foster community connections (e.g., Toyota's Open Road Blog).

3. Combining Traditional and Internet-Based Promotions

• Engagement Strategies: Use of loyalty programs, contests, and creative incentives to encourage participation (e.g., Pepsi Stuff Program).

4. Provide Informative Content

• Consumer Knowledge: Offering extensive product information increases likelihood of discussion (e.g., Procter & Gamble's Ask Julia).

5. Encourage Outrageous Content

• Viral Marketing: Creating memorable, outrageous content can drive consumer discussions (e.g., Burger King Whopper Fiasco).

6. Create Exclusive Deals

• Sense of Specialness: Offering exclusive access to products or experiences can incentivize discussions (e.g., Roadrunner Records' exclusive features).

7. Design Products with Talking Points

• Innovative Design: Create products that spark conversations (e.g., Apple's unique product designs).

8. Engage with Causes

• Emotional Connections: Support causes that resonate with consumers for deeper emotional engagement (e.g., Ben & Jerry's social initiatives).

9. Use Storytelling

• Memorable Narratives: Crafting compelling stories around products fosters sharing (e.g., personal stories from customers).

Conclusion

• From One-Way to Multi-Avenue Communication:

  • Shifting from controlled messages to facilitating engagements on social media.

  • IMC strategies must adapt to incorporate social media as a hybrid element of the promotion mix to remain relevant.

• Emphasis on Shaping Conversations: Marketing managers should not ignore consumer sentiments expressed through social media but work to align them with branding goals.