Chapter 1

Chapter 1

Chapter 18 Social Media and Marketing 1 Social Media 8 and Marketing Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Outcomes LEARNING OUTCOMES 1. Describe social media, how they are used, and their relations to integrated marketing communications 2. Explain how to create a social media campaign 3. Evaluate the various methods of

measurement for social media 4. Explain consumer behavior on social media Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 2 LEARNING OUTCOMES (continued) Learning Outcomes (continued) 5. Describe the social media tools in a marketers toolbox and how they are useful 6. Describe the impact of mobile

technology on social media 7. Understand the aspects of developing a social media plan Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 3 Social Media LO 1 Any tool or service that uses the Internet to facilitate conversations Tools and platforms

Social networks Blogs Microblogs Media sharing sites Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 4 Social Media and Integrated Marketing Communications Usefulness of social media Marketers have conversations with consumers, forge deeper relationships, and build brand loyalty

Consumers connect with each other, share opinions, and collaborate on new ideas according to interests Crowdsourcing: Using consumers to develop and market products Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 5 LO 2 Categorizing Media Types Owned media - Brand's presence on social platforms Earned media - Word of mouth or online

buzz about a brand Paid media - Use of traditional media Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 6 Social Media Objectives Listen and learn Build relationships and awareness Promote products and services Manage one's reputation Improve customer service Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MKTG11 | CH18 7 LO 3 Social Media Metrics Buzz Search engine ranks and results Interest Influence Participation and engagement

Sentiment analysis Website metrics Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 8 Categories of Social Media Users LO 4 Creators Critics Collectors Joiners Spectators

Inactives Conversationalists Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 9 Social Media Tools LO 5 Blog: Publicly accessible web page that acts as an interactive journal, whereby readers can post comments on the authors entries Microblogs: Blogs with strict post length limits Social networking sites: Allow individuals to

connect with friends, peers, and business associates Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 10 Social Media Tools (continued 1) Media sharing sites: Allow users to upload and distribute multimedia content like videos and photos Social news sites: Allow users to decide which content is promoted on a given website by voting that content up or down Location-based social networking sites

Combine the fun of social networking with the utility of location-based GPS technology Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 11 Social Media Tools (continued 2) Review sites: Allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services Virtual worlds and online gaming Include massive multiplayer online games and online communities Becoming an important, viable, and growing consideration

Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 12 Reasons for Mobile Marketing Popularity LO 6 Low barrier to entry Consumers acclimating to privacy and pricing policies Effective at garnering consumer attention in real time Measurable In-store notification technology

Higher response rate than traditional media types Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 13 Common Mobile Marketing Tools LO 6 SMS (short service message) MMS (multimedia messaging service) Mobile website (MOBI and WAP website) Mobile ads Bluetooth marketing Smartphone applications (apps)

Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 14 LO 6 Apps and Widgets Apps Perform platform-specific or convert existing content to mobile format Can generate buzz and customer engagement Widgets Called gadgets and badges

Run within existing online platforms Cheaper than apps to develop Extend reach beyond existing platforms Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 15 LO 7 Stages in Creating an Effective Social Media Plan Listening to customers Setting social media objectives

Defining strategies Identifying the target audience Selecting tools and platforms Implementing and monitoring the strategy Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 16 KEY TERMS

Social media Social commerce Crowdsourcing Social media monitoring Blog Corporate blogs Noncorporate blogs Microblogs Social networking sites Media sharing sites Social news sites Location-based social networking sites Review sites

Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 17 Summary SUMMARY Social media have changed the way that marketers communicate with their brands Social media's potential for expanding a brands impact is enormous Social media have the potential to revolutionize the way organizations communicate with stakeholders Some of the social media metrics marketers should consider are buzz, interest, and influence Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MKTG11 | CH18 18 Summary (continued) SUMMARY Understanding an audience necessitates understanding how that audience uses social media Blogs, microblogs, social networks, media creation, virtual worlds, and review sites are some of the social media tools Social media is available on platforms like smartphones, iPads, and other tablets A social media plan should be outlined to effectively use social media tools Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MKTG11 | CH18 19 Copyright 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MKTG11 | CH18 20

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