Lecture M: Marketing (4/e) - Chapter 3: Social and mobile marketing

chapter

three

social and mobile marketing

Copyright © 2015 McGraw­Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw­Hill Education.


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.
3­2


Technology Evolution over the 
Life of the Social Web
Industrialization:
2000–2006

1997: 37% of households

have computers,
18% have internet
access
1999: First Blackberry
available

Invention:
Mid-to-late–1990s

2002: Wi-Fi became
common
2003: 62% of households
have computers,
55% have internet
access
2006: <10% of mobile
phones users have a
smartphone

2007: First iPhone released
2008: Apple’s App Store
launched
2009: 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

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

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Excite the Customer

Chris Ryan/OJO Images/Getty Images.

3­4


Educate the Customer

Courtesy Staples, Inc.

Golden opportunity:
Product’s value proposition
and offered benefits.

3­5


Experience the Product or Service

Courtesy The Home Depot.

3­6


Engage the Customer

©Dave Carroll.

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

check yourself

•
•

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

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Categories of Social Media

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Social Network Sites

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Media ­ Sharing Sites

Courtesy HSN, Inc.

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Thought ­ Sharing Sites

Blogs
–
–
–

•

Corporate blogs
Professional blogs
Personal blogs

Microblogs
–

Twitter

Courtesy Crisp Social/Copenhagen, Denmark.

•

LocalResponse

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Going Mobile and Social

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Firm’s Use of Social and Mobile Tools

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

check yourself

•

•

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, thoughtsharing sites, and mobile applications
excel?

3­15


Listening

©Stockbroker/Purestock/SuperStock.

3­16


Analyzing

Courtesy Salesforce Radian6.

3­17


How to Do a 
Social Media Marketing Campaign

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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.

3­19


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.

3­20


Managing Your Individual 
Brand Value in a Social Media World

Extended network is the
influence of the person’s
cumulative network.

Walker and Walker/The Image Bank/Getty Images.

Klout
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

check yourself

•

•

•

•

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?

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Glossary
Bonders are social butterflies who use social
media to enhance and expand their relationships,
which they consider all-important in their lives.

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Glossary
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.

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Glossary
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.
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