chapter

social and mobile marketing

three

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3-2

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.

3-3

2007: First iPhone released2008: Apple’s App Store

launched2009: 70% of households

have computers, 70% have internet 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

3-4

Excite the Customer

Offer must be relevant to its targeted customer.

Relevancy can be achieved by providing personalized offers.

Chris Ryan/OJO Images/Getty Images.

3-5

Educate the Customer

Golden opportunity:Product’s value

proposition and offered benefits.

Courtesy Staples, Inc.

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Experience the Product or Service

Information about a firm’s goods and services

Simulating real experiences

Courtesy The Home Depot.

3-7

Engage the Customer

Action, loyalty, and commitment

Positively engaged consumers lead to more profitability

Engagement can also backfire

©Dave Carroll.

check yourself

3-8

1.What are the 4 Es?

2.What social media elements work best for each of the 4 Es?

3-9

Categories of Social Media

Social network

sites

Media sharing

sites

Thought sharing

sites

3-10

Social Network Sites

Creators Bonders

Professionals Sharers

3-11

Media - Sharing Sites

Highlight how

consumers can

experience

Encourage

consumers to

engage

Courtesy HSN, Inc.

3-12

Thought - Sharing Sites

• Blogs– Corporate blogs– Professional blogs– Personal blogs

• Microblogs– Twitter

LocalResponse

Cou

rtesy

Cri

sp S

oci

al/C

op

en

hag

en

, D

en

mark

.

3-13

Going Mobile and Social

Price check apps

Fashion apps

Location apps

3-14

Firm’s Use of Social and Mobile Tools

check yourself

3-15

1.What is an example of a social network, a media sharing site, a thought-sharing site, and a mobile application? 

2.At which of the 4e dimensions do social networks, media-sharing sites, thought-sharing sites, and mobile applications excel?

3-16

Listening

Sentiment analysis

Attitudes

Preferences

©Stockbroker/Purestock/SuperStock.

3-17

Analyzing

Hits

Page views

Bounce rate

Click paths

Conversion rates

Keyword analysis

Courtesy Salesforce Radian6.

3-18

How to Do a Social Media Marketing Campaign

Identify strategy goals

Campaign: experiment &

engage Monitor & change

3-19

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.

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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.

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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.

check yourself

3-22

1.What are the three steps in developing social media engagement strategies?

2.How do firms examine customer sentiments?

3.What are the steps in developing a social media campaign?

4.Why might it be important to develop a personal social media presence?