Marketing Case Studies Homework The Snapchat App Revitalised social Media Interactions Propagating The Concept Short lived Posts And

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Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

Additional case studies

1. Case study

Keywords

Denny’s Millennial Strategy

Denny’s, Tumblr, Twitter, Instagram, rebranding,

millennials, content marketing

Snap, Inc.: Pushing the Limits

of Social Media Communities

Snapchat, Facebook, brand community, brand content,

paid content, Audi

The Role of Digital Influencers

in Social Media

Digital influencers; social media; Instagram; endorsement

The Rise and Fall of a Fake

Psychologist as an Instagram

Celebrity

Influence impressions, source credibility, fake, Instagram

celebrity

Social Media Marketing in the

Wedding Planning Industry

Word of mouth, customer reviews, social community,

social media strategy

Advertisements in Social

Media

Advanced Social Media

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

The role of digital influencers in social media

By Ricardo Limongi França Coelho and Marcos Inácio Severo de Almeida, Federal University

of Goias, Brazil

Case

The traditional communication process has undergone a transformation, evolving from a one–

to-many structure to many-to-many. This evolution was made possible by the emergence of

the Internet as a medium, which changed the way companies connect with their consumers

(Hoffman & Novak, 1996), and opening space for new behaviours based on interactions and

experiences (Lamberton & Stephen, 2016). This change has even generated a questioning

about the future of traditional advertising (Kumar & Gupta, 2016; Schultz, 2016) since

companies must deal with an increasingly dispersed and organised target audience in micro–

communities in social media. The practical implication of this situation is a phenomenon in

which people distribute themselves in community networks that provide information, a sense

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

of attracting attention to their products or services, due to the decrease in consumer attention

in traditional forms of advertising. In general the effects of this tactic on online environments

is still in its early stages but has already been used as a marketing strategy for small and large

companies.

The most traditional virtual tool for disseminating content to followers in a particular

network is the blog. It is a regular publication, organised chronologically in postings combining

images and texts (Castro & Santos Júnior, 2015). However, bloggers have gradually migrated

to more modern virtual platforms with broader, deeper and agiler broadcasting properties

(Zhang & Peng, 2015), such as virtual social networks. Specifically, in Brazil, Instagram is the

space where opinion makers play the role of digital influencers by bringing together followers

around an individual profile, from where they advertise products and services. The

phenomenon seems to have begun in the fashion segment, where model profiles or

personalities bring together up to 4.7 million followers (Fernandez, 2016), but has spread to

other areas. Market data consolidated by a Brazilian digital agency reveal two young people,

a comedian and an actress, who gather five and eight million subscribers, respectively in their

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

According to data from a virtual social media management platform, 92% of consumers

rely more on ads made by influencers than through traditional media or celebrity use

(Weinswig, 2016). This trust is justified by the ability of influencers to create authentic and

personalised posts, which creates a sense of credibility (Boyd, 2016). Therefore, the

influencers have characteristics that are related to the context in which it is inserted, position

in the virtual social network and the connection with other members. A representation of this

perceived credibility is the case of YouTubers who are users who promote videos about various

topics through the YouTube online video tool and can establish strong relationships with the

users of their network (Google, 2016). According to Google, the videos promoted by

YouTubers receive more engagement compared to celebrity videos, promoting three times

more views, twice as many actions and 12 times more comments in the posts.

Discussion questions

1. What strategy could marketers follow to identify influencers in virtual social networks

aligned with their product or brand?

2. How can companies evaluate the performance of actions with digital influencers?

3. What indicators could the company use to assess the remuneration of digital

influencers?

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

References

Boyd, Sarah. How Instagram Micro-Influencers Are Changing Your Mind One Sponsored Post

at a Time. Forbes, 28 jun. 2016. Disponível em:

http://www.forbes.com/sites/sboyd/2016/06/28/how-instagram-micro-influencers-are-

changing-your-mind-one-sponsored-post-at-a-time/#6132e69543c1>. Acessado em 18 de

novembro de 2016.

Castro, I. V., & Santos Júnior, C. D. (2015). “O que gerencio e de quem dependo?”:

Determinantes da ação de blogueiros. Revista de Administração Contemporânea, 19 (4),

486-507.

Journal of Marketing, 80 (6), 146-172.

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

Social Bakers. Instagram Marketing Review Top Industries. 2016. Disponível em:

<https://www.socialbakers.com/resources/studies/datadriven-social-marketing-on-

instagram>. Acessado em 16 de outubro de 2016.

Suhrawardi, Rebecca. Digital Marketing Strategy and the Rise of the Micro-Influencer. Forbes,

30 ago. 2016. Disponível

em: <http://www.forbes.com/sites/rebeccasuhrawardi/2016/08/30/digital-marketing-

strategy-and-the-rise-of-the-micro-influencer/#4b3e532642e5>. Acessado em 25 de

setembro de 2016.

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

The rise and fall of a fake psychologist as an Instagram

celebrity

By Professor Selcen Ozturkcan, Bahcesehir University, Faculty of Communication

Istanbul Turkey

Learning objectives

After analysing this case study, the student should be able to do the following:

1. Analyse the sources of credibility in forming ‘influence impressions’

2. Identify possible ethical conflicts resulting from misinformation on social media

3. Discuss the impact of social media on individuals and families

Case

What if the popular child development psychologist turns out to be only an Instagram celebrity

without any credentials or formal training? Had it been not her engagement in expensive

therapy sessions giving treatments to many real patients, or numerous consultancy contracts

with multinational infant food companies and frequent participation in TV shows on parenting,

perhaps the case would have been just regarded as another Internet scam. However, the unique

community features of social media have made it possible for Instagrammer Cagla Duvenci

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

media celebrity via product endorsement agreements with companies targeting kids, babies

and parents. However, it took only couple of suspicious followers to launch an investigative

tracking of her claimed degrees. By December 2016, it was revealed by Istanbul Bilgi

University’s Registrar’s Office that Mrs. Sonmez only had a BA in Sociology degree issued

on January 27th, 2010 (Instamomsavar 2017). Once information on her formal degree was

presented and her opinion was asked, Mrs. Sonmez refused to answer calls (TurkiyeGazetesi

2016). Simultaneously, Mrs. Sonmez made an announcement on Instagram, which read, ‘I

wonder why mentally healthy individuals that did not receive any psychological counseling

would question the counselor’s diploma? Until today, my consulting company has billed my

consultants and I paid my due tax. I have been focusing on blogging for the last two years, and

Discussion questions

1. Explain possible factors that could have been involved in Mrs. Sonmez’s social media

popularity.

2. Discuss the ethical concerns that could be involved.

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

3. In groups of 3-4 students, discuss which key factors (average follower number, average

comment number, average like number, popularity on f2f channels, etc.) contribute to

associating credibility to social media personas.

References

Filoloji. 2016. “Socialmomm Çağla Düvenci Sönmez’in Diploması Sahte Çıktı!”. filoloji.com,

Last Modified 21 December 2016 Accessed 28 March 2017. http://filoji.com/unlu-blogger-

socialmommin-psikolog-olmadigi-iddiasi/.

Gokce, Dincer. 2016. “Sosyal medya ‘sahte psikolog’ iddiası ile alkalanıyor.” Hurriyet, 20

December 2016. http://www.hurriyet.com.tr/sosyal-medyada-sahte-psikolog-iddiasi-ile–

calkalaniyor-40312616.

Instamomsavar. 2017. “Title.” 27 January 2017. https://instamomsavar.wordpress.com.

KıbrısSonDakika. 2016. “Türkiye’nin Konuştuğu Çağla Düvenci’nin KKTC Bağı!”. Kıbrıs

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

SNAP Inc.: Pushing the limits of social media communities

and advertising through innovation – Audi Super Bowl

campaign

By Samir Sarofim

Learning objectives

After analysing the case, students should be able to:

1. Apply Roger’s Diffusion of Innovation theory to evaluate the rate of adoption of social

media communities and platforms.

2. Determine the characteristics of Brand Fans?

3. Analyse consumer-brand engagement on social media platforms.

Case

A young, almost 23 years old, entrepreneur, rejecting a 3 billion dollars acquisition offer, made

the news taglines in late 2013. Who rejects such an offer, particularly when it’s made twice

(the first offer was for 1 billion dollars)? More interestingly, who does so when the offering

company is Facebook? According to Wall Street Journal (WSJ), Snapchat’s (currently Snap

Inc.) co-founder and CEO, Evan Spiegel turned down the $3 billion Facebook’s acquisition

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

offer.1 Seemingly, what had been an arguable decision in 2013 became more justifiable in early

2017.

In February 2017, Snap Inc. made a successful Initial Public Offering (IPO). Operating less

than six years, Snap Inc., according to some financial evaluations, is worth more than $40

billion dollars, after the IPO. This makes Snap Inc. possess a market value that surpasses that

of major corporations, such as e-Bay, Target or Marriott. It’s worth mentioning that the stock

price of Snap Inc. increased by more than 40% after just one day of trading.2

A vital question is how such an uprising social media platform created an advertising

avenue as well as an opportunity to build brand communities. The Snapchat app re-vitalised

social media interactions by propagating the concept of short-lived posts and messages that

lack a permanent footprint. Pictures, short videos and messages survive for 24 hours before

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

with to edit and add action to their photos. Sponsored Geofilters allow marketers to associate

a tiny stamp that represents their brand to events, retail chains or even shared public space.

When consumers take their pictures in the associated avenues, the pre-designed brand stamp

will appear as an option to add to the picture. This way brands can spread among the social

network.

In addition to interacting with consumers through free posts or paid Sponsored Lenses and

Sponsored Geofilters on Snapchat, brands have the opportunity to create up to 10-seconds Snap

Ads. Shooting vertical ads for the Snap Ads platform comes with logistical challenges since it

changes the norms of the landscape dimension employed in creating video ads and hence

requires additional resources.4 However, brands seem to be willing to accommodate this

logistical changes, especially which Snapchat encouraged advertised by claiming that, when

compared to horizontal ads, vertical ads achieve better viewing rates on mobile devices.5

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

Bowl TV viewers used mobile devices as they were watching the game.7 In partnership with

The Onion (digital media company), Audi created a serious of humorous snaps that are related

to the game and sent those snaps to brand followers. The Snapchat campaign was to promote

Audi A3 model, which is an enter-price vehicle to the luxury brand. With futuristic mind set,

Millennial Snapchat users seemed to be a justifiable target market for the A3 model.

According to the Mobile Marketing Association video that was posted on Vimeo, Audi

believes that the campaign exceeded their expectations.8 Loren Angelo, director of marketing,

at Audi of America said: ‘We realize the Super Bowl is no longer just a one-day event…It’s a

month-long conversation’. 9

Discussion questions

1. Does Snap Inc. represent a successful example for diffusion of innovation in social media?

Evaluate Snapchat in the light of the four criteria of Roger’s diffusion of innovations

theory.

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

2. How could brands use Snapchat to increase brand-consumer engagement? How could

marketers utilise the short-lived nature of Snapchat’s content (posts, pictures, messages) to

create a long-lived brand engagement?

3. Discuss the sustainability of brand communities developed via Snapchat. Are there

possible ways to create social brand communities on Snapchat?

4. Do brand followers on Snapchat possess the characteristic of brand fans?

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

Authentic and fake consumers?

Accepting the use of native advertisements in social media

By Sarah Fischbach, California Lutheran University, and Jennifer Zarzosa, Henderson State

University

Case

(InFeed) Twitter Post:

Hello. My name is Robert Hunt. I am a recovering addict and have been sober

for more than 9 years. I live in Los Angeles, California. My troubles with

addiction have led me to become a coach, mentor, and friend who enjoys

sharing sobriety success stories from around the around. You can follow me on

my blog at XLDrugRehabBlog.com as I share stories to help you recover too.

You can follow me on Twitter @RecoveryRobert.

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

friends and family. For example, Facebook enables you to post pictures for your friends and

family that live across the country or the world, building close relationships over long

distances.

Technology makes it easier for us to build these relationships without physical contact. The

uniqueness of social media is the incorporation of user-generated content. Users, that is, the

individuals, are providing their thoughts, opinions, beliefs, desires and behaviours to people

all over the world. Of course businesses want to be a part of this conversation allowing them

to gain access to the content consumers to readily provide online. For example, businesses

understand the power of friends and family product suggestions. When a friend or family

member suggests/testifies that a product is a great purchase, consumers are more likely to

favour this comment relationship more than if it came from a business promotion such as a

television advertisement. Companies creating catphishing profiles, posing as a friend of the

company or cause have potential and powerful influence over the consumer.

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

Figure 1: In-Feed Twitter Post

The use of native advertisements and the regulation around the development of the digital

content (such as in-feed posts) is not considered illegal; however, is it ethical? Accountability

for who is posting content on social media has not been clearly defined within the United

States. Although regulation is not clearly defined, organisations have begun to self-regulate

their own consumer comments (including in-feed content). For example, Amazon has ‘verified

Discussion questions

In small groups of three to five students discuss the following questions:

1. Examine in-feed native advertisements. What effects does the use of in-feed ads have

on your willingness to click on the content? Have you seen other tactics used by

companies to get you to open content on an in-feed post?

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

Nebraska State Historical Society Foundation: the

Nebraska Marker Project launch

By Julia Cronin-Gilmore and Randa Zalman, Bellevue University10

Learning objectives

1. Define the four zones of social media (Level 1 Blooms: Knowledge)

2. Describe earned, shared, owned and paid media (Level 2 Blooms: Comprehension)

3. Apply knowledge of social media zones to the case (Level 3 Blooms: Application)

4. Analyse strategic tactics pursued (Level 4 Blooms: Analysis)

Case

Like many states, Nebraska has erected permanent informational markers at historically

significant locations. Over time, many of these markers have fallen into disrepair. In

preparation for the state’s 150th anniversary, the Nebraska State Historical Society Foundation

created the Nebraska Marker Project with goals to repair or replace about 100 of the markers,

increase awareness of its activities, and raise about $80,000. A project team was formed, made

up of the Foundation’s Executive Director and volunteers from the local chapter of the Public

Relations Society of America. Together, they created a strategy that utilised each of the four

Tracy L. Tuten, Social Media Marketing, 4e

SAGE Publishing, 2021

Owned media refers to communication channels that are totally within control of the marketer,

such as websites. Paid media consists of messages that are purchased. Tactics for each channel

follow:

Earned tactics: Media outreach

Communication goals: Awareness, Increase web traffic

Prioritised analytics: Number and quality of interviews, Advertising, and PR equivalencies

A news release announcing the project was distributed statewide to media outlets. To help

the foundation prepare for media inquiries, a media training session was held where

stakeholders were briefed on media expectations, interview techniques and gained experience

through a mock interview by an actual reporter. This experience was crucial since the press

release generated more than 20 interview requests. The story was picked up by the Associated

Press, the Washington Times, and many local television outlets. Particularly ‘high-impact

coverage’, such as that from the Times, was also shared over Facebook, along with a ‘thank

you’ and an invitation to donate. In the end, the announcement release generated about $2

million in earned media value.