User:Roshanne96/sandbox

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Social Media Marketing

Social media marketing has increased due to the growing active user rate's on social media site, for example Facebook currently has 2.2 billion users, Twitter has 330 million active users and Instagram has 800 million users. [1] One of the main uses is to interact with audiences to create awareness of their brand or service, with the main idea of creating a two-way communication system where the audience and/or customers can interact back; providing feedback as just one example. [2] Social media can be used to advertise; placing an advert on Facebook's Newsfeed for example, can allow a vast amount of people to see it or targeting specific audiences from their usage to encourage awareness of the product or brand. Users of social media are then able to like, share and comment on the advert, becoming message senders as they can keep passing the advert's message on to their friends and on wards. [3]

Cesc Fàbregas Anderson

Use of social media personalities in advertising

In recent years,

Celebrities with large social media followings, such as Kylie Jenner, regularly endorse products to their followers on their social media pages.[6] There has also been an increase in social media marketing in sport, as sport's teams and clubs are recognising how important it is to build rapport with their fan's and other audiences through social media; thus creating an online profile of themselves showing their audience what they get up through pictures or Tweet's has been seen as a great opportunity for gaining more sponsorship and to be involved with product endorsement. [7]. Sport's personalities, for exampleCristiano Ronaldo, has 40.7 million followers on Twitter and 49.6 million on Instagram; his followers regularly want to interact with him, providing an opportunity for endorsements; companies will use him to promote their brand and products to his followers in the hope if they see him using it, they will want to too. He has partnership endorsements with Nike and Herbalife. [8] This practice has become controversial in recent years, as some feel that the endorsements are too implicit, and consumers may not realise that a celebrity's post has been paid for or sponsored by a corporate entity. This has led to some broadcasting authorities imposing regulations on product endorsement by digital celebrities in order to make the endorsements more explicit.[9][10]

Tweets containing advertising

In 2013, the United Kingdom Advertising Standards Authority (ASA) began to advise celebrities and sports stars to make it clear if they had been paid to tweet about a product or service by using the hashtag #spon or #ad within tweets containing endorsements. In July 2013, Wayne Rooney was accused of misleading followers by not including either of these tags in a tweet promoting Nike. The tweet read:"The pitches change. The killer instinct doesn't. Own the turf, anywhere. @NikeFootball #myground."[11] The tweet was investigated by the ASA but no charges were pressed. The ASA stated that "We considered the reference to Nike Football was prominent and clearly linked the tweet with the Nike brand."[11] When asked about whether the number of complaints regarding misleading social advertising had increased, the ASA stated that the number of complaints had risen marginally since 2011 but that complaints were "very low" in the "grand scheme."[12] Audience's and fan's are also taking to social media to interact back with their favourite athlete, team or have conversations with other fan's. 492 million tweets were about sport or sports events in 2014. [13]


Cesc Fàbregas Anderson

Social Media Marketing and Impact on Sport

Social media marketing's primary use is to interact with audiences to create awareness of their brand or service, with the main idea of creating a two-way communication system where the audience and/or customers can interact back; providing feedback as just one example. [14]. There has been an increase in social media marketing in sport, as sport's teams and clubs are recognising the important impact to interact with their fan's; showing them what they get up through pictures has been see as a great opportunity to build rapport and make themselves more known online; thus creating an bigger online profiles, gaining more sponsorship's. [15]. As an exampleCristiano Ronaldo has 40.7 million followers on Twitter and 49.6 million on Instagram; this huge following means lots of people want to interact with him, proving in an opportunity for indorsements, for companys to use him to promote their brand and products to his followers in the hope if they see him using it, they will want to too. [16]

Audience's and fan's are also taking to social media to interact back with their favourite athlete, team or have conversations with other fan's. 492 million tweets were about sport or sports events in 2014, [17] thus creating bigger online profiles for the athletes and teams. The more others talk about them online, the more likely it is that more people will be aware of them. This is why social media is having such a huge impact.





Sales and marketing

Netflix's booth at the 2017 San Diego Comic-Con

Netflix's website has 117.6 million subscribers as of 2018, with 8.3 million being added in their last quarter. [18] This was about five times the number of visitors to Blockbuster's main website.[19] As of January 28, 2018, Netflix's website ranks as the 30th most trafficked website in the world and 9th most trafficked website in the United States.[20]

During Q1 2011, sales and rentals of DVDs and Blu-ray discs plunged about 35%, and the sell-through of packaged discs fell 19.99% to $2.07 billion, with more money spent on subscription than in-store rentals. This decrease was attributed to the rising popularity of Netflix and other streaming services.[21]

In July 2012, Netflix hired Kelly Bennett – former Warner Bros. Vice President of Interactive, Worldwide Marketing – to become its new Chief Marketing Officer. This also filled a vacancy at Netflix that had been empty for over six months when their previous CMO Leslie Kilgore left in January 2012.[22]

Social Media Marketing

Netflix has presence on social media, in particular on

hashtags to encourage engagement of their audience to not only watch the show but to contribute to the hashtag themselves; ultimately creating a 'buzz' about the show and Netflix as a brand general as well. [23] The amount of back of forth tweet's Netflix contributed to after the initial tweet shows their drive for engagement with their customers and that their better tweets are the ones that include personality from the brand itself. [24]

  1. ^ "Most famous social network sites worldwide as of January 2018, ranked by number of active users (in millions)". Statista. Retrieved 7 March 2018.
  2. ISBN 9780273746102
    .
  3. ^ Shu-Chuan, Chu (2011). "VIRAL ADVERTISING IN SOCIAL MEDIA: PARTICIPATION IN FACEBOOK GROUPS AND RESPONSES AMONG COLLEGE-AGED USERS" (PDF). Journal of Interactive Advertising. 12 (1): 32. Retrieved 7 March 2018.
  4. ^ Newman, Daniel. "Love It Or Hate It: Influencer Marketing Works". Forbes. Retrieved 11 November 2017.
  5. ^ Dunkley, Lydia. "Reaching Generation Z: Harnessing the Power of Digital Influencers in Film Publicity". promotionalcommunications.org. Journal of Promotional Communications. Retrieved 11 November 2017.
  6. ^ "Instagram".
  7. ^ Cave, Andrew; Miller, Alex. "The importance of social media in sport". The Telegraph. Retrieved 6 March 2018.
  8. ^ Badenhausen, Kurt. "Cristiano Ronaldo Is First Athlete With 200 Million Social Media Followers". Forbes. Retrieved 6 March 2018.
  9. ^ "Advertising Standards Authority for Ireland calls on bloggers and influencers to fully declare marketing communications". www.asai.ie. Advertising Standards Authority for Ireland.
  10. ^ "Affiliate Marketing: New Advertising Guidance for social influencers". www.asa.org.uk. Advertising Standards Authority (United Kingdom). Retrieved 11 November 2017.
  11. ^ a b Sherwin, Adam (4 September 2013). "Style over substance: Wayne Rooney cleared of Nike Twitter plug". The Independent. London.
  12. ^ "Nike Rooney Twitter promo escapes censure". Marketing Week.
  13. ^ "SPORTS FANS AMPLIFY THE ACTION ACROSS SCREENS". Neilsen. Retrieved 6 March 2018.
  14. ISBN 9780273746102
    .
  15. ^ Cave, Andrew; Miller, Alex. "The importance of social media in sport". The Telegraph. Retrieved 6 March 2018.
  16. ^ Badenhausen, Kurt. "Cristiano Ronaldo Is First Athlete With 200 Million Social Media Followers". Forbes. Retrieved 6 March 2018.
  17. ^ "SPORTS FANS AMPLIFY THE ACTION ACROSS SCREENS". Neilsen. Retrieved 6 March 2018.
  18. ^ Molla, Rani. "Netflix now has nearly 118 million streaming subscribers globally". Recode. Retrieved 7 March 2018.
  19. ^ "Netflix outruns Blockbuster five-to-one online". Siteanalytics.compete.com. Archived from the original on March 1, 2009. Retrieved June 29, 2011.
  20. ^ "Netflix.com Traffic, Demographics and Competitors – Alexa". www.alexa.com. Archived from the original on October 29, 2017. Retrieved January 29, 2018.
  21. ^ Mark Hachman, PCmag.com. "Netflix, Video Kiosks Replacing the Local Video Store Archived July 2, 2016, at the Wayback Machine." May 4, 2011. Retrieved May 6, 2011.
  22. ^ Lawler, Ryan. July 24, 2012. "Netflix Adds Warner Bros. Exec As Its New chief marketing officer." "Archived copy". Archived from the original on May 7, 2016. Retrieved July 24, 2012.{{cite web}}: CS1 maint: archived copy as title (link)
  23. ^ "Streaming social: What marketers can learn from Netflix's social strategy". Marketing Land. Retrieved 7 March 2018.
  24. ^ "Streaming social: What marketers can learn from Netflix's social strategy". Marketing Land. Retrieved 7 March 2018.
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