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
...
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO:

LO3

LO4

Describe the differing roles of those...
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO:

LO5

Describe how the convergence of the
real a...
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 C...
LO1



UNDERSTANDING SOCIAL MEDIA
WHAT ARE SOCIAL MEDIA?

Classifying Social Media
• Media Richness
• Self-Disclosure

19...
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...
LO2

FOUR IMPORTANT SOCIAL NETWORKS
FACEBOOK



Facebook: An Overview



Facebook in a Brand Manager’s Strategy
• Make I...
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 St...
LO2

FOUR IMPORTANT SOCIAL NETWORKS
LINKEDIN



LinkedIn: An Overview



LinkedIn in a Brand Manager’s Strategy
• Make C...
LO2

FOUR IMPORTANT SOCIAL NETWORKS
YOUTUBE
OK Go Music Video



YouTube: An Overview



YouTube in a Brand Manager’s St...
MARKETING MATTERS

LO2

What Are Some of Your Other
Favorite Social Networks?
Vimeo

Flickr

StumbleUpon

Groupon

Foursqu...
LO3

INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES

SOCIAL MEDIA & THE STRATEGIC MARKETING PROCESS



Tradit...
LO3

INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
SELECTING THE SOCIAL NETWORK



Recent Growth of the 4 So...
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:
R...
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 Mea...
LO4

INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTS



Performance Mea...
LO4

INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
GREENPEACE VS. NESTLÉ’S KIT KAT



The Background



Gre...
LO4

INTEGRATING SOCIAL MEDIA INTO
TODAY’S MARKETING STRATEGIES
GREENPEACE VS. NESTLÉ’S KIT KAT



Social Media Lessons f...
LO5

THE FUTURE: SOCIAL MEDIA +
SMARTPHONES + EXOTIC APPS
THE CONVERGENCE OF REAL & DIGITAL WORLDS



The Convergence


...
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 acti...
LO5

THE FUTURE: SOCIAL MEDIA +
SMARTPHONES + EXOTIC APPS

CONVERGENCE LINKS SOCIAL MEDIA TO MARKETING ACTIONS



Price-C...
LO5

THE FUTURE: SOCIAL MEDIA +
SMARTPHONES + EXOTIC APPS
WHERE TO NOW?



Personalization of Social Media Connections

...
LO5

THE FUTURE: SOCIAL MEDIA +
SMARTPHONES + EXOTIC APPS
THE GLOBAL REACH OF SOCIAL MEDIA



Social Media and Global Mar...
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
...
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) increas...
VIDEO CASE 19
BITTER GIRLS

4. (a) How can Bitter Girls find new
likes? (b) On what other
Facebook Pages should Bitter
Gir...
VIDEO CASE 19
BITTER GIRLS

5. (a) What products besides
apparel and mobile phone cases
might Bitter Girls license? (b)
Ho...
Blog

A blog, which is a contraction of
“web log,” is a web page that
serves as a publicly accessible
personal journal and...
User Generated Content (UGC)

User generated content (UGC)
consists of the various forms of
online media content that are
...
Social Media

Social media consist of online
media where users submit
comments, photos, and videos—
often accompanied by
a...
Facebook

Facebook is a website where
users may create a personal
profile, add other users as friends,
and exchange commen...
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...
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
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Chap019

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Chap019

  1. 1. McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. 19-1
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. CONNECTING WITH TODAY’S COLLEGE STUDENTS USING FACEBOOK AND TWITTER 19-5
  6. 6. FIGURE 19-1 Information sources college students prefer to use to buy products and services 19-6
  7. 7. 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
  8. 8. LO1  UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? Classifying Social Media • Media Richness • Self-Disclosure 19-8
  9. 9. FIGURE 19-2 Social media classified by media richness and self-disclosure 19-9
  10. 10. 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
  11. 11. 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
  12. 12. FIGURE 19-3 The Facebook Profile Page for Bitter Girls 19-12
  13. 13. FIGURE 19-4 How brand managers can use four social networks in developing their marketing strategies 19-13
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. MARKETING MATTERS LO2 What Are Some of Your Other Favorite Social Networks? Vimeo Flickr StumbleUpon Groupon Foursquare Meetup Hi5 Tumblr 19-17
  18. 18. 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
  19. 19. 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
  20. 20. FIGURE 19-5 Monthly unique U.S. visits to four social networking sites: Facebook, YouTube, Twitter, and LinkedIn 19-20
  21. 21. FIGURE 19-6 The demographic characteristics of U.S. visitors to Facebook in late 2011 19-21
  22. 22. 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
  23. 23. FIGURE 19-7 Performance measures for social networks linked mainly to inputs or costs, as seen by a brand manager 19-23
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. LO5 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS THE CONVERGENCE OF REAL & DIGITAL WORLDS  The Convergence  The Devices  Apps 19-28
  29. 29. LO5 MARKETING MATTERS What Are Some of Your Other Favorite Social Networks? Word Lens Plants vs. Zombies 19-29
  30. 30. FIGURE 19-8 An array of diverse elements leads to a convergence of the real and digital worlds that trigger marketing actions 19-30
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. VIDEO CASE 19 AOI MARKETING: USING FACEBOOK ® TO LAUNCH BITTER GIRLS 19-34
  35. 35. 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
  36. 36. VIDEO CASE 19 BITTER GIRLS 2. How can social media be used to drive traffic to the Bitter Girls website? 19-36
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. Twitter Twitter is a website that enables users to send and receive “tweets,” messages up to 140 characters long. 19-44
  45. 45. LinkedIn LinkedIn is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. 19-45
  46. 46. YouTube YouTube is a video-sharing website in which users can upload, distribute, view, and comment on videos. 19-46
  47. 47. Apps Apps are small, downloadable software programs that can run on smartphones and tablet devices. 19-47

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