social and mobile marketingthreeCopyright © 2015 McGraw-Hill.docx
- 1. social and mobile marketing three Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. chapter Chapter 3 – Social and Mobile Marketing 1 LEARNING OBJECTIVES LO 3-1 Describe the 4E framework of social media marketing. LO 3-2 Understand the types of social media. LO 3-3 Understand the types of mobile applications. LO 3-4 Recognize and understand the three components of a social media strategy. LO 3-5 Understand the methods for marketing yourself using social media. 3-‹#› These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. 2 2007: First iPhone released 2008: Apple’s App Store launched 2009: 70% of households have computers, 70% have internet
- 2. access 2011: iPad, Tablet, and Geolocation become common 2011: 40% of mobile phone users have a smartphone Entrepreneurial: 2007–Present 2002: Wi-Fi became common 2003: 62% of households have computers, 55% have internet access 2006: <10% of mobile phones users have a smartphone Industrialization: 2000–2006 Source: Adapted from: Coca-Cola Retailing Research Council and the Integer Group, “Assessing the Social Networking Landscape,” in Untangling the Social Web: Insights for Users, Brands, and Retailers , January 2012 Technology Evolution over the Life of the Social Web 1997: 37% of households have computers, 18% have internet access 1999: First Blackberry available Invention: Mid-to-late–1990s 3-‹#› Explain that the diffusion of technology used to bring us social media has been accelerating since the Internet came on the scene in the mid- to late-1990s. Ask students to share their own experiences on how technology has changed their lives. 3 Excite the Customer
- 3. Chris Ryan/OJO Images/Getty Images. 3-‹#› To excite customers, an offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers, which are determined through insights and information obtained from customer relationship management and/or loyalty programs. Ask students what do social networks like Facebook or Google+ do to excite them. How is it important to them? 4 Offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers. Educate the Customer Golden opportunity: Product’s value proposition and offered benefits. Courtesy Staples, Inc. 3-‹#› Marketers must take advantage of the opportunity to educate potential customers about its value proposition and communicate the offered benefits. Social media marketing
- 4. needs to be well-designed to ensure that this happens. 5 Experience the Product or Service Courtesy The Home Depot. 3-‹#› One of a website’s most useful contributions may be the vivid information it provides about a firm’s goods and services - how they work, how to use them, and where they can be obtained. Ask students how often do the use YouTube to find demonstrations of how to use products or services? 6 Information about a firm’s goods and services Simulating real experiences Engage the Customer ©Dave Carroll. 3-‹#› By encouraging the use of social media tools such as blogging and micro-blogging, firms ensure that customers actively
- 5. engage with the firm’s products, services, and their own social networks. Positively engaged consumers tend to be more profitable consumers, purchasing 20 to 40 percent more than less engaged customers. Dave Carroll, a traveling musician whose guitar was roughly handled by United baggage handlers, was also closely engaged (in a negative manner) with the company and other users. 7 Action, loyalty, and commitment Positively engaged consumers lead to more profitability Engagement can also backfire What are the 4 Es? What social media elements work best for each of the 4 Es? check yourself 3-‹#› Excite the Customer, Educate the Customer, Experience the
- 6. Product or Service, Engage the Customer. Best social media elements: Excite the Customer - social networks like Facebook and Google + Educate the Customer - blogs and blogging tools (e.g., wordpress and twitter), HubSpot (all-in-one marketing software), YouTube and Google +, Experience the Product or Service – YouTube, blogs and retailer’s website, Engage the Customer - blogging and micro-blogging. 8 Categories of Social Media 3-‹#› The audience for marketers could be bigger on social media sites than through other, more traditional forms of media. Ask students are all your real-life friends your online friends too? Ask students do they actually know all the friends registered on their online sites? 9 Social network sites Media sharing sites Thought sharing sites
- 7. Social Network Sites 3-‹#› Social networks are used by different types of consumers based on their motivations and habits. 10 Creators Bonders Professionals Sharers Media - Sharing Sites Courtesy HSN, Inc.
- 8. 3-‹#› Media-sharing sites explicitly rely on the capability of the WWW to connect people more easily and in more ways than have ever. By using media-sharing sites users are able to share content they have generated, from videos on YouTube to pictures on Flickr. HSN marketers can use the information gathered from YouTube to target its direct mail campaigns. 11 Highlight how consumers can experience Encourage consumers to engage Thought - Sharing Sites Blogs Corporate blogs Professional blogs Personal blogs Microblogs Twitter LocalResponse Courtesy Crisp Social/Copenhagen, Denmark.
- 9. 3-‹#› As the name implies, a microblog differs from a traditional blog in size - short sentences, short videos, or individual images. Twitter provides another option for companies to educate their customers by providing corporate and product information, and to engage them by providing a platform for two-way communications. Ask students would you like to receive a targeted promotion each day based on where you are checking in on Foursquare and what you are tweeting? Ask students why is LocalResponse leveraging Twitter so well? WSJ: http://live.wsj.com/video/checking-in-as-ad- inventory/392CDC38-009C-4F1C-B38E- 77B3F7048082.html#!392CDC38-009C-4F1C-B38E- 77B3F7048082 12 Going Mobile and Social 3-‹#› More than 100 million people that have smartphones in the U.S., approximately half of them make purchases on these devices. Thus, mobile marketing is significant and growing. Several types of applications have been developed to better market goods and services to these consumers. 13 Price check apps
- 10. Fashion apps Location apps Firm’s Use of Social and Mobile Tools 3-‹#› A brief summary of how confluence of social, mobile, and online marketing and their manifestations align with the 4E framework. 14 What is an example of a social network, a media sharing site, a thought-sharing site, and a mobile application? At which of the 4e dimensions do social networks, media- sharing sites, thought-sharing sites, and mobile applications excel? check yourself 3-‹#›
- 11. social network - Facebook, a media sharing site - Instagram, a thought-sharing site - Corporate blog, and a mobile application – Amazon mobile app. social network – excitement, a media-sharing site – experience, a thought-sharing site – educating and engaging, and a mobile application – excitement 15 Listening ©Stockbroker/Purestock/SuperStock. 3-‹#› Scouring millions of sites with sentiment analysis techniques provides new insights into what consumers really think. Ask students what do they think marketers can discover about there attitudes and preferences if they search their personal social media sites? 16 Sentiment analysis Attitudes Preferences
- 12. Analyzing Courtesy Salesforce Radian6. 3-‹#› There are three main categories of analysis used for understanding data collected from social media: (1) determine the amount of traffic using their sites, visiting blogs or tweeting, (2) learn who the visitors are, what they are doing, and what engages and excites them, and (3) analyze data that comes from other sites. 17 Hits Page views Bounce rate Click paths Conversion rates Keyword analysis
- 13. How to Do a Social Media Marketing Campaign 3-‹#› A well-developed marketing strategy involves a host of social and mobile tools, working in conjunction with the firm’s traditional IMC tactics, to move the consumer up the purchase decision hierarchy from awareness to purchase to loyalty. To illustrate how firms might go about undertaking such strategy, these are the steps involved in developing and implementing a Facebook marketing campaign. 18 Identify strategy goals Target audience
- 14. Campaign: experiment & engage Budget Monitor & change Managing Your Individual Brand Value in a Social Media World Social reach refers to how many people a person influences. Photo by Craig Barritt/Getty Images. 3-‹#› Ask students how many friends, followers, and professional contacts do they have on Facebook, Twitter, LinkedIn, or any other social media services? 19 Managing Your Individual Brand Value in a Social Media World Influence is the extent to which the person influences others. RED MANGO name, design and related marks are trademarks of Red Mango, Inc. ©2012 Red Mango, Inc. All rights reserved.
- 15. 3-‹#› Social influence can be measured by much do the people in a person’s network read that person’s content. 20 Managing Your Individual Brand Value in a Social Media World Extended network is the influence of the person’s cumulative network. Klout Walker and Walker/The Image Bank/Getty Images. 3-‹#› Klout metrics combines these three elements - social reach, influence, and extended network - to define a Klout score that can range from 0 to 100. Ask students to estimate their own Klout score. 21 What are the three steps in developing social media engagement strategies? How do firms examine customer sentiments? What are the steps in developing a social media campaign? Why might it be important to develop a personal social media presence? check yourself
- 16. 3-‹#› Listen, Analyze, and Do. Marketers can analyze the content found on sites like Facebook, Twitter, online blogs and reviews to assess the favorableness or unfavorableness of the sentiments, using a technique known as sentiment analysis. Identify strategy goals, Target audience, Campaign: experiment & engage, Budget, Monitor & change. Social influence can have significant effects on elements of a person’s life, such as hiring success. 22 Bonders are social butterflies who use social media to enhance and expand their relationships, which they consider all- important in their lives. Glossary Return to slide 3-‹#› Bonders are social butterflies who use social media to enhance and expand their relationships, which they consider all- important in their lives. Creators, those hip, cool contributors, sit at the cutting edge and plan to stay there. Social media give them new ways to post and share their creative, clever ideas. Glossary Return to slide 3-‹#› Creators, those hip, cool contributors, sit at the cutting edge and
- 17. plan to stay there. Social media give them new ways to post and share their creative, clever ideas. Hits – total requests for a page. Page views – the number of times any pages gets viewed by any visitor. Bounce rate – the percentage of times a visitor leaves the site almost immediately. Click paths – how users proceed through the information. Conversion rates – what percentage of visitors act as the marketer hopes Keyword analysis – what keywords people use to search on the Internet for their products and services. Glossary Return to slide 3-‹#› Hits – total requests for a page. Page views – the number of times any pages gets viewed by any visitor. Bounce rate – the percentage of times a visitor leaves the site almost immediately. Click paths – how users proceed through the information. Conversion rates – what percentage of visitors act as the marketer hopes Keyword analysis – what keywords people use to search on the Internet for their products and services. Professionals , who are constantly on the go and busy, want to appear efficient, with everything together, so they use social media to demonstrate just how smart they are. Glossary Return to slide 3-‹#›
- 18. Professionals , who are constantly on the go and busy, want to appear efficient, with everything together, so they use social media to demonstrate just how smart they are. Sentiment analysis allows marketers to analyze data from these sources to collect consumer comments about companies and their products. Glossary Return to slide 3-‹#› Sentiment analysis allows marketers to analyze data from these sources to collect consumer comments about companies and their products. Sharers really want to help others, and the best way to do so is by being constantly well informed so that they can provide genuine insights to others. Glossary Return to slide 3-‹#› Sharers really want to help others, and the best way to do so is by being constantly well informed so that they can provide genuine insights to others.