Developing Social Media Campaigns for New Tablet Launch

MKT 500 Week 8 Scenario: Developing Social Media
Campaigns for the New Product Launch
Slide #
Scene #
Narration
Slide 1
Scene 1
[Ed, Samantha – Ed’s Office]
Ed and Samantha meet in the morning to discuss the next steps
in the tablet PC launch.
MKT500_8_1_Samantha-1
: Good morning, Ed. How are you doing today?
MKT500_8_1_Ed-1:
Good morning, I’m doing quite well. What about yourself?
: Good, thanks. I’m really proud of the progress we’ve been
making with our tablet launch, and I’m excited for the next
steps.
MKT500_8_1_Ed-2
: I love your enthusiasm, Samantha! I spoke with Carl earlier.
He said now that we have selected our advertising media and
budget, we need to take a deeper look into
social media
.
MKT500_8_1_Samantha-

3
: Yes, t
he enormity of today’s
media choices—the Internet alone—makes it a wonderful time
to be alive. Social media is at the cutting edge of this trend.
MKT500_8_1_Ed-
3
: As we discussed, we can use social media as one of our main
media outlets for advertising the new tablets. However,
m
obile marketing
is growing because our cell phones are particularly convenient;
they contain
our
identities
and
those of the people we talk to frequently. They are our portals
to email, social media and networking sites, which are many
people’s primary means of sharing information and
entertainment.
Interestingly enough, at the same time that electronic and
information technologies are becoming more accessible and
pervasive,
traditional media
are experiencing their own changes.
Slide 2
Interaction
Hover your mouse over each media to discover more
information about the changes they are undergoing.
Newspaper
Newspaper circulations are declining, and while optimists

continue to launch new magazines every year, their overall sales
and circulations are down as well.
Radio
The number of radio stations has grown, boosted by satellite
servers, but listeners are tuned in for less time each day than
just a few years ago.
TV
Television channels also continue to grow. The bad news about
this fragmentation is that with more TV channels, the audience
for any given show is typically smaller. The good news is that
targeting is a facilitated when the segments of viewers are
somewhat more homogeneous.
MKT500_8_1_Ed-4:
Hover your mouse over each type of media to discover more
information about the changes they are undergoing.
MKT500_8_1_Ed-4_
Tab A
:
Newspaper circulations
are declining, and while optimists continue to launch new
magazines every year, their overall sales and circulations are
down as well.
MKT500_8_1_Ed-4_
Tab B:
The number of
radio stations
has grown, boosted by satellite servers, but listeners are tuned
in for less time each day than just a few years ago.
MKT500_8_1_Ed-4_
Tab C:

Television channels
also continue to grow. The bad news about this fragmentation
is that with more TV channels, the audience for any given show
is typically smaller. The good news is that targeting is
facilitated when the segments of viewers are somewhat more
homogeneous.
Slide 3
Scene 1, cont.
(Display social media graphic)

3
:
Very interesting, Ed. I hadn’t realized the effects of social
media on more traditional media types.
MKT500_8_1_Ed-
5
:
The other part of the “social media” story is its social, or
human, element. Belonging to different communities and
interacting with different people in our social roles is part of
our identity.
The most fundamental means of interaction is
dialogue
. In social media, customers have become
participants
in a dialogue with marketers or brands.
Traditionally, customers had been mere
recipients
of one-way messages that had been shot out by marketers, but
now customers have a means of talking back. For example,
customers post positive endorsements about brands, and they
also use the web to vent. I often vent on Facebook about
restaurants where I have had a bad experience.
:
(pointing to graphic of different types of social media)
This is very true. Are there certain types of social media that
you had in mind for our tablet launch? I have a Facebook
account and use Twitter and Pinterest frequently, but I

feel that using all of these might be overkill for our new tablet
launch.
MKT500_8_1_Ed-6
: Well, there are a few sites that I believe will
provide Golds Reling with very strong exposure during our
initial launch. Let me show you this short video that discusses
the advantages of using social media in our marketing
campaign.
Slide 4
Social Media Marketing in 3
Minutes
http://www.youtube.com/watch?v=gza8dvN8Hkc
Slide 5
Scene 1, cont.

: Thanks for sharing that video, Ed. I understand better how
social media helps connect companies to customers, and helps
customers get to know, like, and trust companies better.
MKT500_8_1_Ed-7
:
Yes. The key to a successful social media campaign is selecting
a social media that creates good
W.O.M
.
:
What is W.O.M.?
MKT500_8_1_Ed-8
:
W.O.M. is
Word-of-mouth
.
Word-of-mouth works on inherently exciting products like

Golds Reling’s new tablet, and it also works where the notion of
buzz marketing
makes sense. Yet creative brand managers have launched clever
ad campaigns that get talked about even for pretty mundane
products, too; the key being that the product and the message
are
meaningful
to the customer.
: Okay. You know, I learned in my classes at Strayer University
that different social media combined create
social networks
. In social networks, there are some members that are more
connected and influential than others.
We need to leverage these interpersonal group dynamics, ideally
locating the highly connected influential members, to induce
their trial of our tablet, in turn initiating and propelling the
diffusion process.
MKT500_8_1_Ed-9
: You’re right. To locate these influential members and get the
word out about our tablet, we need to study how these potential
consumers, or actors, are embedded in these networks to locate
those that are relatively central.
Centrality indices
are computed for each actor in the network to describe the
position of that actor relative to others in the network.
The easiest and most common way to compute centrality is to
count the number of
connections
each actor has with the others in the network. An index of
degree centrality
is derived for each actor—those with many links are said to be
relatively central
, and those with fewer links are more
peripheral

.
In order to determine the degree of centrality for these
consumers, we need to create several different accounts on
various social media forums for Golds Reling. Strong centrality
will be useful in creating buzz for our new tablets.
8
: Okay. We can start working on this right away.
MKT500_8_1_Ed-
10
: First, though, let’s begin with answering the
return of investments
, or
ROI,
issues. As you know, Carl is always focused on the bottom line.
9
: What should we focus on in terms of ROI?
MKT500_8_1_Ed-11
: As with traditional media, we can begin to answer
return on investment
questions only if we know the
goal
that the marketing action was initially intended to achieve.
Based on our goals, selecting the media and ROI measures are
rather straightforward.
When estimating ROI, which is really the efficiency of
investments, the primary expenditures might not be media buys
or explicit budgetary contributions so much as salary
equivalents of people’s time allocations.
We also need to consider

KPIs
.
: I know that
KPIs
are
key performance indicators
, but how do we identify KPIs for social media?
MKT500_8_1_Ed-12
:
KPI’s
for social media are analogous to traditional measures for
advertising effectiveness. Specifically, marketers are always
interested in quantifying reach, frequency, monetary value of
customers, customers’ behaviors, attitudes, and memory,
including recall and recognition.
MKT500_8_1_Samantha-11:
So, how can we determine the ROI and KPIs for our tablet?
MKT500_8_1_Ed-13
: I’m glad you asked this question, Samantha. A common way to
determine ROI for social media is through
conversation rate.
This term refers to the
true engagement for conversations in your social media
communities. Conversations will be different depending on the
network.
For example, Facebook, YouTube, and blogs are focused on
comments; however, Twitter is measured with mentions and
hashtags. We, therefore, calculate the figures for each network,
and calculate how many conversations took place about our
company and products per post, tweet, or video submission.
Another method we can use is
viewability rate
. This metric is a little harder to find on Twitter. However, for
other networks and mediums such as Facebook, YouTube, and

our blog, it is the total number of views or impressions per post.
This is not as important as the conversation rate, but it is
always
satisfying
to see how often your content is being looked at, and if no one
is seeing it, then you better find a way to get users to view it!
: I see. Thank you for that explanation. Before we move on, let
me check to make sure I understand what you are saying about
KPIs.
Slide 6
Check Your Understanding
KPIs for social media are _________ traditional measures for
advertising effectiveness.
A) very different from
B) analogous to
C) opposite of
D) inconsistent with
Feedback:
Incorrect A – very different from
: KPI’s are very similar to traditional media.
Correct B
– analogous
: KPI’s are very similar to traditional media.
Incorrect C
– opposite of:
KPI’s are very similar to traditional media.
Incorrect D
– inconsistent with

:
KPI’s are very consistent with traditional media measurements.
Slide 7
Scene 1, cont.
: Great information, Ed, but can we go back to the
word-of-mouth
concept? How do we know consumers are talking about our
new tablets on social media? How can we capture this and make
it work for Golds Reling?
MKT500_8_1_Ed-14
: Word-of-mouth conversations and other customer-to-customer
information flows have become a rich new source of consumer
insights.
There are two main categories for the ways in which consumers
receive information about companies and their products:
passive listening
and
active intervention
.
Slide 8
Interaction
Click the tabs to learn more about
passive listening
in marketing.
Passive Listening
Research shows that a lot is learned from lurking, or web

crawling, and scraping, all of which are examples of passive
listening:
Tab A
- Tweets, blogs, and discussion forums are monitored to make
predictions about new product launches more accurate.
Tab B
- Companies use text analyses on Facebook to get a read on
customer opinions about their brands.
Tab C
- Beyond the brand itself, content analysis has been useful in
detecting developing consumer trends.
Tab D
- Brand managers check websites for misinformation to try to
nip bad, grassroots PR in the bud.
MKT500_8_1_Ed-15
:
passive listening
in marketing.
MKT500_8_1_Ed-16:
Passive Listening
Research shows that a lot is learned from lurking, web crawling,
and scraping, all of which are examples of passive listening:
MKT500_8_1_Ed-16_
Tab A:
Tweets, blogs, and discussion forums are monitored to make
predictions about new product launches more accurate.
MKT500_8_1_Ed-16_
Tab B:
Companies use text analyses on Facebook to get a read on
customer opinions about their brands.

MKT500_8_1_Ed-16-_
Tab C:
Beyond the brand itself, content analysis has been useful in
detecting developing consumer trends.
MKT500_8_1_Ed-16_
Tab D:
Brand managers check websites for misinformation to try to nip
bad, grassroots PR in the bud.
Slide 9
Scene 1, cont.
:
Great information, Ed. What can you tell me about
active interventions
?
Slide 10
Interaction
.
Active Interventions
Tab A
- Marketers enter online communities and ask for paid
volunteers to be user groups to test beta products and offer
feedback.
Tab B
- Marketers conduct experiments. In the so-called

A / B split tests
, one group is exposed to one ad, new product description, or
whatever element of the marketing mix the marketer is testing.
The other group is either a control group, or they see a different
version of an ad, new product description, etc. The marketer
then compares brand attitudes or subsequent sales in test
markets to detect some lift due to the marketing intervention.
Tab C
- A company may wish to measure comparative click-through
rates, member sign-up rates, or purchase valuation, as a
function of whether the ad appeal is more rational or emotional,
whether video or script endorsements are featured, which price
is posted and whether a discount is available.
Tab D
- GPS data function much like live cookies, storing information
for your convenience upon return while still protecting your
privacy. The purpose of GPS units in phones was originally
consumer service for mapping. GPS units are becoming geo-
retailing units, and they will soon offer extremely timely
opportunities for marketers, though some may consider this
more
intrusive
than timely. A motivated company will know where its
customers are at all times.
MKT500_8_1_Ed-17
:
.
Active Interventions
MKT500_8_1_Ed-17_
Tab A:
Marketers enter online communities and ask for paid volunteers
to be user groups to test beta products and offer feedback.

MKT500_8_1_Ed-17_
Tab B:
Marketers conduct experiments. In the so-called
A / B split tests
, one group is exposed to one ad, new product description, or
whatever element of the marketing mix the marketer is testing.
The other group is either a control group, or they see a different
version of an ad, featuring a new product description. The
marketer then compares brand attitudes or subsequent sales in
test markets to detect some lift due to the marketing
intervention.
MKT500_8_1_Ed-17_
Tab C:
A company may wish to measure comparative click-through
rates, member sign-up rates, or purchase valuation as a function
of whether the ad appeal is more rational or emotional, whether
video or script endorsements are featured, which price is posted
and whether a discount is available.
MKT500_8_1_Ed-17_
Tab D:
GPS data function much like live cookies, storing information
for your convenience upon return while still protecting your
privacy. The purpose of GPS units in phones was originally
consumer service for mapping. GPS units are becoming geo-
retailing units, and they will soon offer extremely timely
opportunities for marketers, though some may consider this
more
intrusive
than timely. A motivated company will know where its
customers are at all times.
Slide 11
Scene 1, cont.

MKT500_8_1_Ed-18
: In general, social media pundits advise that any corporate
postings or representations have to start by being interesting –
otherwise, consumers won’t even read them! The content needs
to be honest, not defensive, and not too “corporate”. There
needs to be transparency to customers, employees, and
stakeholders. Being transparent usually means being honest,
building trust, and creating the opportunity for two-way dialog.
Social media have sufficient variety and prevalence that they
can be a tremendous marketing tool—if we can offer something
that provides value to those customers, and reaches them in a
way that matters to them.
: You’ve given me a lot of valuable information about social
media, Ed.
MKT500_8_1_Ed-19
: I’m glad that you feel that way. Next, we can start by creating
Golds Reling accounts for each of these social media
applications.
: Well, since we already have a Facebook account, I can create a
Twitter, Google Plus, and Pinterest account for Golds Reling.
MKT500_8_1_Ed-20
: Excellent. Let’s break for now, and then we can organize our
information for Carl.
Slide 12
Scene 2
[Ed, Samantha, Carl – Conference Room]
Ed, Samantha, and Carl meet in the conference room to discuss
the social media aspects of the product launch.
MKT500_8_2_Carl-1:

Good afternoon, Ed and Samantha. I saw you both looking very
busy in Ed’s office earlier. I’m looking forward to hearing the
information that you two have put together concerning
social media marketing
for our new tablets.
MKT500_8_2_
Samantha-1
: Yes, Ed and I have been very busy. We have analyzed and
concluded some basic concepts.
MKT500_8_2_Carl-2
: And what would these be?
MKT500_8_2_
Samantha-2
: Social media are an abundant opportunity for Golds Reling.
Social media provides a web-based means for customers to
interact with friends and strangers by posting opinions, pictures,
and videos.
Social networks are the structures of interconnections among
customers that propagate word-of-mouth.
Networks can be drawn and analyzed, and the actors measured
on indices of centrality to assist Golds Reling in finding opinion
leaders and influential consumers. Our campaign would identify
these actors within two months of launch and create great buzz
for our new tablets.
A great feature of social media is the
measurement methods
; these are ROI and KPIs, and they can be computed with the
help of online analytics, as for any marketing effort.

MKT500_8_2_Carl-
3
:
Good points! Why do you believe that investing in advertising
through social media would be the right decision for Golds
Reling and our new tablet?
MKT500_8_2_
Ed-1
:
Social media is a great way to generate repeat business and to
attract new customers
. Furthermore, the target market we have selected are big users
of social media. Golds Reling already has a Facebook account,
but we believe that creating accounts for Twitter, Google Plus,
and Pinterest will really help boost the conversation rate, and,
thereby, the
word-of-mouth
, for both our company as a whole as well as our new tablet.
MKT500_8_2_
Samantha-
3
:
Carl, by utilizing social media, we feel that Golds Reling is
spending our advertising money wisely.
MKT500_8_2_Carl-
4
:
Ok, sounds like a good investment. Explain how we are going to
measure
this investment.
MKT500_8_2_

Samantha-
4
:
The key is to communicate the different features of our new
tablet and to have consistency in the message we choose for
social media. Measuring effectiveness will occur through KPI’s,
recall, attitudes, click rates, and conversation and viewability
rates from social media communications.
MKT500_8_2_Carl-5:
Excellent. I like what I’m hearing. Social media sounds perfect
for generating buzz and word-of-mouth about our new tablet. I
agree that Twitter, Google Plus, and Pinterest accounts for
Golds Reling will be excellent additions to our existing
Facebook account. Very nice work, both of you.
Slide 13
Check Your Understanding
What social media term refers to a set of actors (or nodes) and
the
relational ties that link them?
A) Team
B) Group
C) Network
D) Forum
Incorrect A – Team
: This is not the terminology used to describe relationships in
social media.
Incorrect B – Group
: Although a group includes two or more people, this is not a
part of the relational ties.
Correct C – Social Network

:
A network is defined as the set of actors (or nodes) and the
relational ties that link them.
Actors
may be customers, firms, brands, concepts, countries, etc. The
connections between the actors are
relational ties
(or links). Ties can be symmetric or directional, and they can
be binary or vary in strength.
Incorrect D – Forum
: Although this is a close description, it doesn’t explain the
interaction experienced in social media.
Slide 14
Scene 3
[Ed, Samantha – Hallway]
MKT500_8_3_Samantha-1:
Today was a highly informative day. Using social media for
marketing can help us generate word-of-mouth about our tablet,
especially if we are able to connect with the most influential
members of social networks.
MKT500_8_3_Ed-1:
Absolutely. It will also help customers identify Golds Reling as
a company they
know
,
like
and
trust
. Don’t forget to complete the
e-Activity
and participate in this week’s
threaded discussion

on
social media KPI’s
and
ROI
. See you next week!
"The Importance of Social Media and Web Analytics" Please
respond to the following:
* From the scenario, prioritize the most significant components
of a social media campaign according to the level of influence
each could have on the new product launch. Examine both the
social media tools that will provide the highest return on
investment (ROI), and two (2) key performance indicators
(KPIs) that one could use to measure success. Provide a
rationale for your response.
Use the Internet to research social media marketing strategies.
Next, imagine that you are a manager of a retail store in a major
mall with decreasing sales. Suggest two (2) ways that you can
use social media in order to increase sales and promote your
business. Provide two (2) examples of businesses that have used
these methods and succeeded.

Developing Social Media Campaigns for New Tablet Launch

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