Body paragraphs

- How can they help small businesses grow

- Different types
- How social media specifically helps them grow
- What types of ads do they do
- What is social media marketing
- SMM vs normal advertising (tv, magazine etc)
- How many people use social media and less use tv and stuff
- How you can target your specific niche of people1

- https://digitalcommons.wou.edu/cgi/viewcontent.cgi?
referer=https://www.google.com/&httpsredir=1&article=1005&context=co
mputerscience_studentpubs
- “Businesses turn to social media to increase market share and
profits” (2)
- Social media provides an avenue to increase market share and
profits (12)
- Starbucks focuses on the relationship between its customers by
using social media platforms. Starbucks has the higher awareness
and reputation among people (63)
- https://searchengineland.com/guide/what-is-social-media-marketing
- Most popular types for advertising
- Facebook
- Instagram
- Twitter
- Pinterest
- Linkedin
- Youtube
- Google
- https://www.wordstream.com/social-media-marketing
- Social media marketing, or SMM, is a form of internet marketing
that involves creating and sharing content on social media networks
in order to achieve your marketing and branding goals.
- Social media marketing includes activities like posting text and image
updates, videos, and and other content that drives audience
engagement, as well as paid social media advertising.
- Social media help…
- Increase website traffic
- Building conversions
- Raising brand awareness
- Brent identity and positivity
- Connect w audience
- http://www.futureofbusinessandtech.com/news/social-media-helps-small-
businesses-stay-competitive
 - http://www.rutartan.com/wordpress/marketing-professor-uses-social-
media-as-a-marketing-advantage-for-small-businesses/
- “A lot of people won’t believe you are in business if you are not
online,”
- many people can see your blogs and follow your company
instantly for free.

https://concept9.ca/social-media-marketing-vs-traditional-marketing/
- The average price for a 30 second time-slot during a local news broadcast is
upwards 1200$.
Layout
I. Claim - Businesses who use social media marketing right, have a better
chance of growing their audience compared to traditional marketing

A. Social Media marketing; what is it? What is traditional marketing?

1. Social media marketing, or SMM, is a form of internet marketing that
involves creating and sharing content on social media networks in order to
achieve your marketing and branding goals.”
https://www.wordstream.com/social-media-marketing
2. “Traditional marketing - It's the most recognizable types of marketing,
encompassing the advertisements that we see and hear every day. Most
traditional marketing strategies fall under one of four categories: print,
broadcast, direct mail, and telephone.” http://www.marketing-
schools.org/types-of-marketing/traditional-marketing.html
3. “Social media marketing includes activities like posting text and image
updates, videos, and and other content that drives audience engagement, as
well as paid social media advertising.” https://www.wordstream.com/social-
media-marketing
a) projected to generate $11 billion in revenue by 2017. This is up
from just $6.1 billion in 2013.
b) “Social advertisements offer the opportunity to build awareness,
target based on geographic, demographic and behavioral data.”

B. History
1. http://historycooperative.org/the-evolution-of-marketing-from-trade-to-
tech/
2. Early as 1970’s email came
3. Sixdegrees connecting friends and profiles 1997
4. Stumbleupon 2001 intended for social interaction
5. Linkedin created in 2003 https://martech.zone/brief-history-social-media-
advertising/
 a) First step towards social media platforms/marketing
6. Followed by facebook in 2004, reaching 1mil users a few months later
a) Year before linkedin
7. The next major platform founded in 2007 - twitter
a) Changed game w hashtag
8. Instagram founded in 2010
a) Same year facebook hit 500 mil users
9. Snapchat - 2011
10. Many started issuing ads in 2014-15
C. “The growth of social media has created a need for platforms to evolve with
consumers demands for something new and entertaining”
1. https://www.seotrafficlab.com/blog/the-history-social-media-marketing/
2. We check our phone on average of 150 times a day
a) First thing in morning/last at night

D. Different types of SMM, how many people use it (age, personal,

average time spent etc) (2 sources)
1. Facebook
a) Instagram
b) Twitter
c) Pinterest
d) Linkedin
e) Youtube
f) Google
(1) Each offer different specialties and intended for a specific
purpose
(2) Although all different, all form of paid advertising
(a) Target specific demographics
(i) “Ex. facebook targeting 30-49 year olds and
73% use it now”
(ii) https://www.seotrafficlab.com/blog/the-
history-social-media-marketing/

E. How is SMM better? (target niche, more connection, pixel etc)

1. Using social media marketing you can target your niche rather than a
broad group
a) Target a specific area or age for increased results
2. We check our phone on average of 150 times a day
a) First thing in morning/last at night
3. https://www.telegraph.co.uk/finance/newsbysector/mediatechnolog
yandtelecoms/11610959/Is-your-daily-social-media-usage-higher-
than-average.html
a) We spend an average of 1 hour 40 minutes a day on social
media
b) 5 social media accounts a person
4. https://www.wordstream.com/social-media-marketing
a) SMM helps
(1) “Increase website traffic, building conversions, raising
brand awareness, creating a brand identity and
positive brand association and improving
communication and interaction w key audiences”
5. https://www.socialmediatoday.com/marketing/how-use-new-
facebook-pixel
a) Facebook pixel
(1) “Track conversions and attribute them back to your
ads”
(2) “Build custom audiences to retarget”
(3) “Optimize ads for conversions
b) "When someone visits your website and takes an
action...the Facebook pixel is triggered and reports this
action. This way, you'll know when a customer took an
action after seeing your Facebook ad. You'll also be able to
reach this customer again by using a Custom Audience.
When more and more conversions happen on your website,
Facebook gets better at delivering your ads to people who
are more likely to take certain actions. This is called
conversion optimization." - facebook.com
6. https://taginspector.com/marketing-tags-and-pixels-form-and-
function/
a) “A tag (or often called pixel) is a short snippet of javascript
(code) that does something on your website. In the context
of marketing/advertising tags and pixels, they are often
collecting some information about the visitor to a website
and their behavior on the site. This is then sent back to the
respective marketing/advertising platform to be processed
and reported.”

7. Short version
 a) A Facebook pixel is implemented across all pages of a
website to collect information about users that came to the
site via Facebook
F. How do companies learn to do SMM since it is new?
1. Hire SMMA or learn themselves
2. Evidence
G. Talk about real companies who kill it in SMM
1. Old spice - https://www.entrepreneur.com/article/254644
a) “When Isaiah Mustafa stepped into the role of the ultimate Old
Spice guy, the drugstore cologne-turned-viral sensation attracted a
legion of followers across multiple social media channels”
b) Mustafa answers tweets on youtube
c) Attempt - “the emotional element of marketing, making followers
wish their man was as suave as that cologne guy.”
2. Chubbies - https://www.forbes.com/sites/jefffromm/2017/05/31/what-
brands-can-learn-from-chubbies-on-winning-with-generation-
z/#1c7dab01680a
a) “the brand embraces diversity and authenticity as their
company manifesto, and they prove it through their external
marketing efforts”
(1) “The brand uses actual customers as models, beer
bellies and dad bods included.”
(2) Held contest to discover new models from their
customers
(3) Saying “friday at 5”
b) https://thehustle.co/mens-fashion-startup-killing-content-
marketing-7-tactics-learned-chubbies-shorts
(1) Each post is an attempt to “make the customer appear
as the hero”
(2) Connect w customers in which most of their content
posted is user submitted
(3) They see customer service as form of content and
“support their customer”
(a) “When users call Chubbies customer service
line, they can choose what kind of music they
want to listen to while on on hold.”
(4) Chubbies looks at their brand as a person someone
wants to hang out with