This document outlines learning objectives and content for a chapter on social media marketing. It discusses defining social media and how it differs from traditional advertising media. It identifies the four major social networks of Facebook, Twitter, LinkedIn, and YouTube. It explores how brand managers can integrate these networks into marketing strategies and compares performance measures between social media and traditional media. The document also examines how the convergence of real and digital worlds will impact the future of social media.

1. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

2. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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.
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:
LO2
LO1
16-2

3. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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.
Compare the performance measures of
social media linked to costs (inputs)
versus revenues (outputs).
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:
LO4
LO3
16-3

4. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Identify the cause of the convergence
of the real and digital worlds and how
this will affect the future of social
media.
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:
LO5
16-4

5. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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HOW TO CONNECT WITH WITH TODAY’S COLLEGE
STUDENT? USE FACEBOOK AND TWITTER!
16-5
 Finding
Volunteers for
Freshman Move-
in Day
 College Students
and Social Media
Facebook

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 How Social Media Came About
• Social Network
• Blog
 Social Media
• User Generated Content (UGC)
UNDERSTANDING SOCIAL MEDIA
WHAT ARE SOCIAL MEDIA?
LO1
16-6
• Web 2.0 • Wiki

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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
 Classifying Social Media
• Media Richness
• Self-Disclosure
UNDERSTANDING SOCIAL MEDIA
WHAT ARE SOCIAL MEDIA?
LO1
16-7

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FIGURE 16-1 Social media classified by
media richness and self-disclosure
16-8

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 Ability to Reach Both Large and Niche Audiences
UNDERSTANDING SOCIAL MEDIA
COMPARING SOCIAL & TRADITIONAL MEDIA
LO1
 Expense and Access
 Training and Number of People Involved
 Permanence
 Credibility and Social Authority
 Time to Delivery
16-9

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FIGURE 16-2 How brand managers can use four
social networks to develop marketing actions

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 Facebook
• Keep It Fresh
FOUR IMPORTANT SOCIAL NETWORKS
FACEBOOK
LO2
 Facebook in a Brand Manager’s Strategy
• Facebook Pages: Generate Awareness
• Let Users Get Engaged and Guide Content
• Make It Familiar, But with a Twist
16-11
• Be Creative – use links, photos, videos

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• Hashtag Roll-out
FOUR IMPORTANT SOCIAL NETWORKS
FACEBOOK
LO2
 Updating Facebook
• Ads on Mobile Devices
• Customizing Facebook’s News Feeds
16-12
• Privacy Settings

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Launching a New Social Network Using Facebook
FOUR IMPORTANT SOCIAL NETWORKS
FACEBOOK
LO2
StuffDot Web site

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FIGURE 16-3 StuffDOT’s Facebook Page
“Share, Shop, Earn!”

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 Twitter
• Follow the Twitter Profiles
FOUR IMPORTANT SOCIAL NETWORKS
TWITTER
LO2
 Twitter in a Brand Manager’s Strategy
• Generate Brand Buzz
• Tweet on Topics of Interest to Consumers
16-15
http://www.stuffdot.com

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 LinkedIn
FOUR IMPORTANT SOCIAL NETWORKS
LINKEDIN
LO2
 LinkedIn in a Brand Manager’s Strategy
16-16
• Building B2B Image
• Networking with Industry-Related Groups
• Identifying Sales Leads & Locate Vendors

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 LinkedIn in a College
Senior’s Job Search
• Include Professional Photo
• Create Professional Summary
FOUR IMPORTANT SOCIAL NETWORKS
LINKEDIN
LO2
• Write Informative, Short Headline
• Fill the Skills & Expertise Section
16-17
• Include Recommendations
• Set profile to public and create URL

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 YouTube
FOUR IMPORTANT SOCIAL NETWORKS
YOUTUBE
LO2
 YouTube in a Brand Manager’s Strategy
OK Go Music
16-18
• Exploit Visual Aspects
of Your Message
• Use YouTube Analytics
to Target Viewers
• Create a Brand Channel
with Key Words

19. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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MARKETING MATTERS
Some of Your Other Favorite Social Networks?
LO2
16-19

20. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
SOCIAL MEDIA & THE STRATEGIC MARKETING PROCESS
LO3
 Traditional Media: Passive Receivers
 Social Media:
Active
Receivers
Influentials Delighted Evangelists
16-20

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INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
SELECTING THE SOCIAL NETWORK
LO3
 Recent Growth of the 4 Social Networks
 Audience Data for Social Networks
 Assess:
• Characteristics of the Visitors
• Number of Daily Visitors
16-21

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FIGURE 16-4 The number of unique visitors
and users for four social network sites:
YouTube, Facebook, Twitter, and LinkedIn

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INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
HOW SOCIAL MEDIA PRODUCE SALES
LO4
 Facebook Ad Platform:
Role of the Pepsi Brand Manager
 Role of the Social Media
16-23
Peps MAX Video

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INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTS
LO4
 Performance Measures
Linked to Inputs or Costs
• Cost per Action (CPA)
• Cost per Thousand (CPM)
• Cost per Click (CPC)
16-24

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FIGURE 16-5 Performance measures for
social networks linked mainly to inputs or
costs, as seen by a brand manager
16-25

26. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTS
LO4
 Performance Measures
Linked to Outputs or Revenues
• Users/members
• Share of Voice
• Page Views
• Visitors
• Unique Visitors
• Average Page Views
per Visitors
• Interaction Rate
• Click-Through Rate
• Fan Source
16-26
• Fans

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INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTS
LO4
 Specialized Focus for Other Social
Networks: Pinterest
16-27

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 The Background
 The Half-Court Hero Contest
Carmex
INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
CARMEX AND LEBRON JAMES
LO4

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 The “Shot” Goes Viral
 Brand Manager Social Media Lessons
INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
CARMEX AND LEBRON JAMES
LO4

30. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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THE FUTURE: SOCIAL MEDIA +
SMARTPHONES + EXOTIC APPS
THE CONVERGENCE OF REAL & DIGITAL WORLDS
LO5
 Apps
16-30
 Smartphones
 Databases and Algorithms
Clash of Clans

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THE FUTURE: SOCIAL MEDIA +
SMARTPHONES + EXOTIC APPS
MOBILE MARKETING: TIGHTENING LINKS TO ACTIONS
LO5
 Price-Comparison Searches
 Loyalty Programs
 Location-Based Promotions
16-31

32. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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THE FUTURE: SOCIAL MEDIA +
SMARTPHONES + EXOTIC APPS
WHERE TO NOW?
LO5
 Near Field Communications
 Purchases Where the Buyer Controls All
 Privacy: How Much “Convergence” is Too
Much?
 Purchases Where Sensors Have Some Control
16-32

33. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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VIDEO CASE 16
STUFFDOT™, INC.: REWARDING SOCIAL
MEDIA USERS FOR SHOPPING AND SHARING
StuffDOT Video Case

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1. What recent StuffDOT actions have
added to its user-friendliness?
VIDEO CASE 16
STUFFDOT

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2. (a) Who are StuffDOT’s major
competitors and (b) what point(s) of
difference should StuffDOT use to
distinguish itself from them?
VIDEO CASE 16
STUFFDOT

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3. How should StuffDOT be marketed
so that it becomes an integral part
of everyday life?
VIDEO CASE 16
STUFFDOT

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4. How can the team create “buzz” for
StuffDOT and grow its user base
most effectively (a) using social
media platforms (like Facebook and
Twitter) and (b) using its own
website?
VIDEO CASE 16
STUFFDOT

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WHAT ARE
THE MOST POPULAR
FACEBOOK BRANDS?
IN-CLASS ACTIVITY 16-1

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40. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

41. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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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.
16-41

42. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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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.
16-42

43. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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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.
16-43

44. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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.
16-44

45. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Twitter
Twitter is a website that enables
users to send and receive
“tweets,” messages up to 140
characters long.
16-45

46. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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LinkedIn
LinkedIn is a business-oriented
website that lets users post their
professional profiles to connect to
a network of businesspeople.
16-46

47. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
YouTube
YouTube is a video-sharing
website in which users can
upload, distribute, view, and
comment on videos.
16-47

48. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Apps
Apps are small, downloadable
software programs that can run on
smartphones and tablet devices.
16-48