Marketing Portfolio (CH9, CH12, CH13, CH14, CH15, CH16, CH17, CH18, CH19) ***PowerPoint Content CAN be Provided***
TutorialHelp2020
CH18_SocialMediaMarketingCONTENTforWORDDOCUMENT.pptxSocial Media & Marketing
Chapter 18
Learning Goals
Describe social media, how they are used, and their relation to integrated marketing communications
Discover how to create a social media campaign
Evaluate the various methods of measurement for social media
Track consumer behavior on social media
Describe the social media tools in a marketer’s toolbox and how they are used
Trace the impact of mobile technology on social media
Understand the aspects of developing a social media plan
GOAL #1 - Describe social media, how they are used, and their relation to integrated marketing communications
What are Social Media?
What are Social Media?
Any tool or service that uses the Internet to facilitate conversations
Social media offers more one-to-one ways to meet customers than do traditional marketing media (television, newspapers, magazines, etc.)
Social Media Tools and Platforms
Media sharing sites
Microblogs
Blogs
Social networks
Social Media Tools & Platforms
Social media have several implications for marketers and the ways that they interact with their customers:
Marketers must realize they do not control the content on social media sites.
The ability to share experiences quickly and with such large numbers of people amplifies the impact of word of mouth in a way that can eventually affect a company’s profitability.
Social media allow marketers to listen.
Social media provide more sophisticated methods of measuring how marketers meet and interact with consumers than traditional advertising does.
Social media allow marketers to have much more direct and meaningful conversations with customers.
Social Media and Consumers
Social media has changed how and where conversations take place, making human interaction global.
Social media have changed how and where conversations take place, even globalizing human interaction through rapidly evolving technology.
Social Media and Consumers
At the basic level, social media consumers want to:
Exchange information
Collaborate with others
Have conversations
The marketer to decide if engaging in those conversations will be profitable and to find the most effective method of entering the conversation.
Customers Use of Social Media
In the US, 87 percent of American adults own a cell phone and 45 percent own a smartphone. These numbers jump to 93 percent and 63 percent for adults age eighteen to twenty-nine.
Among all adults, 55 percent access the Internet on a mobile phone, and 40 percent have accessed a social media Web site.
Tablet usage has hit critical mass among mobile surfers—one in four smartphone users owns a tablet.
How Consumers Use Social Media
Before beginning to understand how to leverage social media for brand building, it is important to understand what consumers are using and how they are using it.
Every day:
Two million blog posts are written
4.7 billion minutes are spent on Facebook
Half a million tweets are posted
More than 860,000 hours of video are uploaded to YouTube
Social Commerce
Defined as a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services.
Social commerce is expected to generate $30 billion each year by 2015, with half of all online sales coming through social media sites.
Social Media and Integrated Marketing Communications
While marketers typically employ a social media strategy alongside traditional channels, many marketers are increasingly incorporating social media into their budgets.
Crowdsourcing, or using consumers to develop and market products, is one example of how social media has enabled companies to use the input of many where before it had the input of few.
Social Media and Integrated Marketing Communications
Connect with each other
Share opinions
Collaborate on new ideas according to interests
Have conversations with consumers
Forge deeper relationships
Build brand loyalty
Goal #2 – Discover how to create a social media campaign.
Creating and Leveraging a Social Media Campaign
Categorizing Media Types
Owned media is online content that an organization creates and controls.
Earned media is a public relations term meaning free media such as mainstream media coverage.
Paid media is content paid for by a company to be placed online.
Owned Media
Earned Media
Paid Media
Leveraging Different Types of Media
Key Guidelines
Maximize owned media by reaching out beyond their existing Web sites to create portfolios of digital touch points
Recognize that aptitude at public and media relations no longer translates into earned media.
Paid media must serve as a catalyst to drive customer engagement and expand into emerging channels.
If balanced correctly, all three types of media can be powerful tools for interactive marketers.
Social Media Monitoring
Social media monitoring is the process of identifying and assessing what is being said about a company, individual, product or brand.
It can involve “text mining” specific key words on social networking Web sites, blogs, discussion forums, and other social media.
Often referred to as the “Listening System”
The Listening System
The first action a marketing team should take when initiating a social media campaign is simple:
LISTEN
Exhibit 18.1 Eight Stages of Effective Listening
Stage 1:
Stage 2:
Stage 3:
Stage 4:
Stage 5:
Stage 6:
Stage 7:
Stage 8:
Without objective
Tracking brand mentions
Identifying market risks and opportunities
Improving campaign efficiency
Measuring customer satisfaction
Responding to customer inquiry
Better understanding of customers
Being proactive and anticipating
customer demands
Stage
Description
Social Media Objectives
Listen and Learn
Build relationships & awareness
Promote products and services
Manage your reputation
Improve customer service
Open dialogues with stakeholders. Answer customer questions candidly.
Get customers talking about products and services.
Respond to comments and criticisms. Participate in forums and discussions.
Seek out displeased customers and engage them directly to solve issues.
Monitor what is being said about the brand. Develop a listening strategy.
GOAL #3 - Evaluate the various methods of measurement for social media
Evaluation and Measurement of Social Media
Social Media Metrics
Buzz
Interest
Participation
Web Site Metrics
Search Engine
Influence
Sentiment Analysis
GOAL #4 - Trace consumer behavior on social media.
Social Behavior of Consumers
Categories of Social Media Users
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Conversationalists
Categories of Social Media Users
Creators: Those who produce and share online content like blogs, Web sites, articles, and videos.
Critics: Those who post comments, ratings, and reviews of products and services on blogs and forums.
Collectors: Those who use RSS feeds to collect information and vote for Web sites online.
Joiners: Those who maintain a social networking profile and visit other sites. Rookies are classified as joiners.
Spectators: Those who read blogs, listen to podcasts, watch videos, and generally consume media.
Inactives: Those who do none of these things.
Conversationalists are people who post status updates on social networking sites and microblogging services such as Twitter. Conversationalists represent 31 percent of users.
Categories of Social Media Users
A study of social media users determined that:
24 percent functioned as creators
37 percent functioned as critics
21 percent functioned as collectors
51 percent functioned as joiners
73 percent functioned as spectators
18 percent functioned as inactives
GOAL #5 - Describe the social media tools in a marketer’s toolbox and how they are useful.
Social Media Tools: Consumer- and Corporate-Generated Content
Social Media Tools
Blogs
Microblogs
Social Networks
Media Sharing Sites
Location-Based Social Networking Sites
Social News Sites
Review Sites
Virtual Worlds and Online Gaming
29
Blogs
Non-corporate Blogs
Blog
Corporate Blogs
Independent blogs that are not associated with the marketing efforts of any particular company or brand.
A publicly accessible Web page that functions as an interactive journal, whereby readers can post comments on the author’s entries.
Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s employees.
29
Chapter 18 Social Media and Marketing
Micro-blogs
Microblogs are blogs that entail shorter posts than traditional blogs.
Useful for disseminating news, promoting longer blog posts, sharing links, announcing events, and promoting sales.
The ways a business can use Twitter to engage customers are almost limitless.
Social Networks
Marketing Goals for Social Networking Sites
Increasing awareness
Targeting audiences
Promoting products
Forging relationships
Highlighting expertise and leadership
Attracting event participants
Performing research
Generating new business
Media Sharing Sites
Web sites that allow users to upload and distribute multimedia content like videos and photos.
Photo sharing sites allow users to archive and share photos.
Video creation and distribution have gained popularity among marketers because of video’s ability to tell stories.
A podcast is a digital audio or video file that is distributed serially for other people to listen to or watch.
Social News Sites
Web sites that allow users to decide which content is promoted on a given Web site by voting that content up or down.
Marketers have found that these sites are useful for promoting campaigns, creating conversations around related issues, and building Web site traffic.
If marketing content posted to a crowdsourced site is voted up, discussed, and shared enough to be listed among the most popular topics of the day, it can go viral across other sites, and eventually, the entire Web.
Location-Based Social Networking Sites
Web sites that combine the fun of social networking with the utility of location-based GPS technology.
Review Sites
Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services.
Review Sites
According to Nielsen Media Research, more than 70 percent of consumers said they trusted online consumer opinions.
By giving marketers the opportunity to respond to their customers directly and put their businesses in a positive light, review sites certainly serve as useful tools for local and national businesses.
Virtual Worlds and Online Gaming
Virtual worlds and online gaming include massive multiplayer online games (DayZ) and online communities (Second Life).
Almost 800 million people participated in some sort of virtual world experience.
Annual revenue near $1 billion.
Nearly 25 percent of people play games within social networking sites or on mobile devices.
GOAL #6 – Describe the impact of mobile technology on social media.
Social Media and Mobile Technology
Mobile and Smartphone Technology
Worldwide, there are almost 6 billion mobile phones in use, 17 percent of which are smartphones.
The mobile platform is such an effective marketing tool—especially when targeting a younger audience.
According to an eMarketer survey, U.S. mobile marketing spending reached $4 million in 2012 and is expected to continue to grow.
Reasons for Mobile Marketing Popularity
Mobile marketing is measurable.
It is effective at garnering consumer
attention in real time.
Consumers are acclimating to mobile privacy and pricing standards.
There is a low barrier to entry.
It has a higher response rate than traditional media types.
Applications and Widgets
Apps
Widgets
Harness mobile technology
Platform-specific or convert existing content to mobile format
Can generate buzz and customer engagement
Also called “gadgets” and “badges”
Run within existing online platforms
Cheaper to develop
Extend reach beyond existing platforms
41
Applications and Widgets
The following questions should be considered before investing in a marketing-oriented widget.
Does my organization regularly publish compelling content?
Does my content engage individuals or appeal to customer needs?
Is my content likely to inspire conversations?
Will customers want to share my content?
41
Chapter 18 Social Media and Marketing
GOAL #9 – Understand the aspects of developing a social media plan.
The Social Media Plan
Social Media Plan
The social media plan should be linked to other factors in the overall marketing plan, and fit with those established objectives.
The social media plan should also be evaluated regularly to take into account new platforms and the rapid changes in social media.
Six Stages of Developing a Social Media Plan
44
1. Listen
2. Set social media objectives
3. Define strategies
4. Identify the target audience
5. Select tools and platforms
6. Implement and monitor the strategy
Chapter 18 Social Media and Marketing
44
Changing World of Social Media
The rate of change in social media is astonishing—usage statistics often change daily.
Exhibit 18.3 Social Media Trends
| Trend | Change |
| Promoted posts by individual users | |
| Promoted tweets | |
| Facebook/Bing | Facebook-linked searching in Bing. Search pulls information from your Facebook profile to find more accurate information |
| Foursquare/Facebook places/location-based applcations | Facebook Places, Foursquare gaining popularity away from major cities |
| Google+ | Claimed by some as “Facebook Killer” |
| Key Ring, CardStar, Google Wallet | Smartphones become single digital wallet |
| Groupon, LivingSocial, Woot, etc. | Deal-a-day, social coupon trend |
47
Company Example of Social Media
Zappos
Zappos, a large online retailer, has a vibrant culture focused on customer service. The company uses social media to help customers and interact with them personally. Part of each customer reaction involves taking the time to demonstrate individual personality and the Zappos culture, all of which make Zappos one of the top in customer service. Click to watch this 7-minute video of Zappos’ use of social media in their marketing plan.
[If link does not work, here is the web address: http://www.cengage.com/marketing/book_content/lamb_9781285091860/videos/ch18.html ]
47
Chapter 18 Social Media and Marketing
Review
All of these are examples of social media tools and platforms, except:
A media sharing Website
An AM/FM transistor radio
A blog
An iPhone
Social media:
Cannot be compared to traditional advertising in any meaningful way
Is thought of by most people as any tool or service that assists conversation
Has less sophisticated ways of measuring how marketers meet and interact with consumers than traditional advertising
Offer more one-to-one ways to meet consumers than traditional marketing media
Has not yet had a major impact on the way marketing works
Review
More and more companies are increasing their interactive marketing budgets. Most of this investment will be made in:
search marketing and display advertising.
display advertising and social media.
mobile marketing and search marketing.
social media and e-mail marketing.
e-mail marketing and mobile marketing.
Because of the influence of social marketing, the interaction between producer and consumer has become LESS focused on:
engaging.
listening.
understanding.
entertaining.
influencing
Review
Using consumers to develop and market product is called:
crowdfunding.
co-creation.
brainstorming.
closed innovation.
crowdsourcing.
Content that a company purchases to be placed online is called:
owned media.
paid media.
controlled media.
earned media.
broadcast media.
Review
After establishing a listening platform, an organization should:
develop a list of objectives for its social media team to accomplish
attempt to develop a unique social media platform to generate buzz about the brand
identify potential consumers
decide which tools and platforms to use as part of its social media strategy
implement measurement tools to determine the benefits of social media
A publicly accessible Web page that functions as an interactive journal is called a(n):
blog.
profile.
tweet.
electronic diary.
status page.
Review
The most popular microblog is:
Twitter.
YouTube.
Facebook.
Tumblr.
Poink.
A company would probably NOT want to use Twitter to:
direct customers to its corporate blog.
promote a brand-new product.
share links to the official company Web site.
reply to customer queries.
provide a customer with complex, hard-to-understand instructions on how to use a product
Review
A Web site that allows individuals to connect with friends, peers, and business associates is called a:
virtual world.
social networking site.
media sharing site.
social news site.
microblog.
A _____ allows users to decide which content is promoted on a given Web site by voting that content up or down.
media sharing site
social networking site
review site
virtual world
social news site
Review
One difference between apps and widgets is that:
widgets are often cheaper to develop than apps.
apps cannot be used in a mobile-ready format.
widgets cannot be run entirely within online platforms.
apps tend to broaden an organization’s listening system, while widgets narrow it.
apps offer new content only, while widgets offer new and already-existing content.
Review
Social media offers more one-to-one ways for marketers to meet customers. Use this fact to identify five implications for marketers.
Marketers must realize that the often do not control the content. Having a great ad campaign is not enough—the product or service must be great, too.
The ability to share experiences amplifies the impact of word of mouth to whole new levels that can eventually affect the bottom line. Many companies are developing mascots (like Progressive’s Flo) to drive their marketing message on social media.
Social media allows marketers to listen. Domino’s, Dell, and Gatorade exemplify this.
Social media has more sophisticated methods of measuring how marketers meet and interact with customers than traditional advertising. Technology changes daily, offering consumers new ways to experience social media platforms.
Social media allows marketers to have much more meaningful and direct conversations with customers. It offers a form of relationship building that will ultimately bring the customer and brand closer.
Review
How has social media changed the way marketers and consumers communicate with one another? How has it changed who is in control of the communication?
Social media has facilitated the shift from one-to-many communication to many-to-many communication. Instead of simply creating a brand advertisement with no way to receive consumer feedback, social media allows marketers to have conversations with consumers, forge deeper relationships, and build brand loyalty. Social media also allows consumers to connect with each other, share opinions, and collaborate on new ideas according to their interests. With social media, the audience is often in control of the message, the medium, the response, or all three. Some companies have had trouble adjusting to this new distribution of control, but the focus of social marketing is on the audience and the brand must adapt to succeed. The interaction between
producer and consumer becomes less about entertaining and more about listening, influencing, and engaging.
