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Chap019
 

Chap019

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    Chap019 Chap019 Presentation Transcript

    • McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. 19-1
    • LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO: LO1 LO2 Define social media and describe how they differ from traditional advertising media. Identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions. 19-2
    • LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO: LO3 LO4 Describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network. Explain how social media can produce sales revenues for a brand and compare the performance measures linked to inputs or costs versus outputs or revenues. 19-3
    • LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO: LO5 Describe how the convergence of the real and digital worlds affects the future of social media. 19-4
    • CONNECTING WITH TODAY’S COLLEGE STUDENTS USING FACEBOOK AND TWITTER 19-5
    • FIGURE 19-1 Information sources college students prefer to use to buy products and services 19-6
    • LO1  UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? How Social Media Came About • Web 2.0 • Blog • User Generated Content (UGC)  Defining Social Media 19-7
    • LO1  UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? Classifying Social Media • Media Richness • Self-Disclosure 19-8
    • FIGURE 19-2 Social media classified by media richness and self-disclosure 19-9
    • LO1 UNDERSTANDING SOCIAL MEDIA COMPARING SOCIAL AND TRADITIONAL MEDIA  Ability to Reach Both Large and Niche Audiences  Expense and Access  Training and Number of People Involved  Time to Delivery  Permanence  Credibility and Social Authority 19-10
    • LO2 FOUR IMPORTANT SOCIAL NETWORKS FACEBOOK  Facebook: An Overview  Facebook in a Brand Manager’s Strategy • Make It Familiar, But with a Twist • Leverage Your Assets • Keep It Fresh • Let Users Get Engaged and Guide Content 19-11
    • FIGURE 19-3 The Facebook Profile Page for Bitter Girls 19-12
    • FIGURE 19-4 How brand managers can use four social networks in developing their marketing strategies 19-13
    • LO2 FOUR IMPORTANT SOCIAL NETWORKS TWITTER JFK Library Video  Twitter: An Overview  Twitter in a Brand Manager’s Strategy • Generate Brand Buzz • Follow the Twitter Profiles • Respond to User Criticism • Tweet on Topics of Interest to Consumers 19-14
    • LO2 FOUR IMPORTANT SOCIAL NETWORKS LINKEDIN  LinkedIn: An Overview  LinkedIn in a Brand Manager’s Strategy • Make Connections • Find Jobs and Business Opportunities • Review Profiles • Enable Advertisers to Reach People 19-15
    • LO2 FOUR IMPORTANT SOCIAL NETWORKS YOUTUBE OK Go Music Video  YouTube: An Overview  YouTube in a Brand Manager’s Strategy • Create a Channel Rich in Key Words • Use YouTube Analytics to Target Viewers • Remember That Money Matters 19-16
    • MARKETING MATTERS LO2 What Are Some of Your Other Favorite Social Networks? Vimeo Flickr StumbleUpon Groupon Foursquare Meetup Hi5 Tumblr 19-17
    • LO3 INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES SOCIAL MEDIA & THE STRATEGIC MARKETING PROCESS  Traditional Media: Passive Receivers  Social Media: Active Receivers Influentials Delighted Evangelists 19-18
    • LO3 INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES SELECTING THE SOCIAL NETWORK  Recent Growth of the 4 Social Networks  Audience Data for Social Networks  Specialized Focus for Social Networks • YouTube • Ning • Vimeo 19-19
    • FIGURE 19-5 Monthly unique U.S. visits to four social networking sites: Facebook, YouTube, Twitter, and LinkedIn 19-20
    • FIGURE 19-6 The demographic characteristics of U.S. visitors to Facebook in late 2011 19-21
    • LO4 INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES HOW SOCIAL MEDIA PRODUCE SALES  Facebook Ad Platform: Role of a Brand Manager  Facebook Ad Platform: Role of Facebook 19-22
    • FIGURE 19-7 Performance measures for social networks linked mainly to inputs or costs, as seen by a brand manager 19-23
    • LO4 INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES MEASURING SOCIAL MEDIA PROGRAM RESULTS  Performance Measures Linked to Inputs or Costs • Cost per Action (CPA) • Cost per Thousand (CPM) • Cost per Click (CPC) 19-24
    • LO4 INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES MEASURING SOCIAL MEDIA PROGRAM RESULTS  Performance Measures Linked to Outputs or Revenues • Fans • Share of Voice • Page Views • Visitors • Unique Visitors • Average Page Views per Visitors • Interaction Rate • Click-Through Rate • Fan Source 19-25
    • LO4 INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES GREENPEACE VS. NESTLÉ’S KIT KAT  The Background  Greenpeaces’ Actions and Results  Nestle’s Overreaction and Its Effects 19-26
    • LO4 INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES GREENPEACE VS. NESTLÉ’S KIT KAT  Social Media Lessons for Brand Managers • Communicate with Key Influencers • Respond Swiftly • Communicate through Social Media • Listen for Feedback to Recover Brand 19-27
    • LO5 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS THE CONVERGENCE OF REAL & DIGITAL WORLDS  The Convergence  The Devices  Apps 19-28
    • LO5 MARKETING MATTERS What Are Some of Your Other Favorite Social Networks? Word Lens Plants vs. Zombies 19-29
    • FIGURE 19-8 An array of diverse elements leads to a convergence of the real and digital worlds that trigger marketing actions 19-30
    • LO5 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS CONVERGENCE LINKS SOCIAL MEDIA TO MARKETING ACTIONS  Price-Comparison Searches  Loyalty Programs  Location-Based Promotions 19-31
    • LO5 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS WHERE TO NOW?  Personalization of Social Media Connections  Explosion of Devices and Apps  Socially-Networked Communities  Generation of Advertising Income  Measurement of Social Media ROI 19-32
    • LO5 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS THE GLOBAL REACH OF SOCIAL MEDIA  Social Media and Global Marketing  Social Media and International Affairs 19-33
    • VIDEO CASE 19 AOI MARKETING: USING FACEBOOK ® TO LAUNCH BITTER GIRLS 19-34
    • VIDEO CASE 19 BITTER GIRLS 1. (a) What is the image you first have when you hear the brand name “Bitter Girls”? What are both (b) the strengths and (c) the weaknesses in linking this brand name to the concept of empowering tweens and teens? 19-35
    • VIDEO CASE 19 BITTER GIRLS 2. How can social media be used to drive traffic to the Bitter Girls website? 19-36
    • VIDEO CASE 19 BITTER GIRLS 3. How can Bitter Girls (a) bring people from its website to its Facebook Page and (b) increase their involvement and participation on its Facebook Page? (c) Why are these important goals? 19-37
    • VIDEO CASE 19 BITTER GIRLS 4. (a) How can Bitter Girls find new likes? (b) On what other Facebook Pages should Bitter Girls advertise? 19-38
    • VIDEO CASE 19 BITTER GIRLS 5. (a) What products besides apparel and mobile phone cases might Bitter Girls license? (b) How can Bitter Girls promote its products through Facebook? 19-39
    • Blog A blog, which is a contraction of “web log,” is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 19-40
    • User Generated Content (UGC) User generated content (UGC) consists of the various forms of online media content that are publicly available and created by end users. 19-41
    • Social Media Social media consist of online media where users submit comments, photos, and videos— often accompanied by a feedback process to identify “popular” topics. 19-42
    • Facebook Facebook is a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and “likes” with them. 19-43
    • Twitter Twitter is a website that enables users to send and receive “tweets,” messages up to 140 characters long. 19-44
    • LinkedIn LinkedIn is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. 19-45
    • YouTube YouTube is a video-sharing website in which users can upload, distribute, view, and comment on videos. 19-46
    • Apps Apps are small, downloadable software programs that can run on smartphones and tablet devices. 19-47