Bmgt 205 chapter_3

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Bmgt 205 chapter_3

  1. 1. CHAPTER 3 SOCIAL AND MOBILE MARKETING
  2. 2. Social and Mobile Marketing
  3. 3. SUGGESTED READING • Jab, Jab, Jab, Right Hook: @garyvee • Unmarketing: @unmarketing • Tribes: @sethgodin • The Social Media Bible
  4. 4. SOCIAL MEDIA COMMAND CENTER http://youtu.be/hiN9OAkPUiM
  5. 5. THE 4E FRAMEWORK FOR SOCIAL MEDIA Excite Educate Experience Engage
  6. 6. EXCITE THE CUSTOMER Offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers.
  7. 7. E D U C AT E T H E C U S T O M E R Golden opportunity: Product’s value proposition and offered benefits.
  8. 8. EXPERIENCE THE PRODUCT OR SERVICE http://youtu.be/A_Op6Km92E8
  9. 9. ENGAGE THE CUSTOMER
  10. 10. CHECK YOURSELF • What are the 4 E’s? • Find and example using social media of a brand using one of the 4 e’s - please share this example with the class
  11. 11. S O C I A L M E D I A M I S TA K E S
  12. 12. S O C I A L M E D I A M I S TA K E S
  13. 13. 5 STEP GUIDE TO SOCIAL MEDIA MARKETING 1. WHO DO YOU WANT TO REACH? Supplemental: Not in book
  14. 14. 5 STEP GUIDE TO SOCIAL MEDIA MARKETING 2 . W H AT D O Y O U W A N T T O S AY ? Supplemental: Not in book
  15. 15. 5 STEP GUIDE TO SOCIAL MEDIA MARKETING 3 . W H E N D O Y O U W A N T T O S AY I T ? Supplemental: Not in book
  16. 16. 5 STEP GUIDE TO SOCIAL MEDIA MARKETING 4. HOW WILL YOU ENGAGE? Supplemental: Not in book
  17. 17. 5 STEP GUIDE TO SOCIAL MEDIA MARKETING 5 . W H AT T O O L S W I L L Y O U U S E ? Supplemental: Not in book
  18. 18. BUILDING A SOCIAL MEDIA PLAN • Who do you want to reach? • What do you want to say? • When do you want to say it? • How will you engage? • What tools will you use?
  19. 19. SOCIAL NETWORK SITES Creators Bonders Sharers Professionals
  20. 20. GOING MOBILE AND SOCIAL
  21. 21. HOW TO DO A 
 S O C I A L M E D I A M A R K E T I N G C A M PA I G N Identify strategy goals Target audience Campaign: experiment & engage Budget Monitor & change
  22. 22. SOCIAL MEDIA MONITORING • Big data is becoming big business • Companies can monitor and identify trends using social media • http://youtu.be/ vMpqQjvzzVk
  23. 23. MANAGING YOUR INDIVIDUAL 
 B R A N D VA L U E I N A S O C I A L M E D I A W O R L D Social reach refers to how many people a person influences. Influence is the extent to which the person influences others. Extended network is the influence of the person’s cumulative network. http://www.garyvaynerchuk.com/its-not-about-thenumbers/
  24. 24. GLOSSERY • Bonders are social butterflies who use social media to enhance and expand their relationships, which they consider all-important in their lives. • 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.
  25. 25. GLOSSERY • 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.
  26. 26. GLOSSERY • Professionals , who are constantly on the go and busy, want to appear efficient, with everything together, so they use social media to demonstrate just how smart they are. • Sentiment analysis allows marketers to analyze data from these sources to collect consumer comments about companies and their products. • Sharers really want to help others, and the best way to do so is by being constantly well informed so that they can provide genuine insights to others.
  27. 27. GLOSSERY • Social media refers to content distributed through social interactions.

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