The frameworks and structures of Social Media in marketing

1. Social Media in Marketing
By Colten Weldy

2. Social Marketing Statistics
3.5 Billion users on
social media in today's
world Facebook is the most
widely used platform
consisting of ⅔ of the
U.S. Adults
Millenials make up over
90% of social media
users.
People spend on
average 3 hours a day
on social media
(oberlo.com)

3. The 4E Framework For Digital Marketing
● Excitement
○ Using ads and/or games to get the customer interested.
● Education
○ Educating the customer through phone, computers and physical experience.
● Experience
○ Watching videos of someone using said product.
● Engagement
○ Communicating with the consumer about the product whether
positive or negative.
(Grewal, and Levy)

4. The 7C Online Marketing Framework
● Core Goals
○ The goals of any website which mostly include engaging the customer.
● Context elements
○ aligning the design and navigation of a website to the target market.
● Content
○ The information on the site that speak from the 4E’s of marketing
● Community
○ Using websites and blogs to interact, socialize, and share information.
(Grewal, and Levy)

5. The 7C Online Marketing Framework Cont...
● Communication
○ Providing a form of communication between customers.
● Commerce
○ Form of purchase whether on websites desktop or mobile phone apps.
● Connection
○ Or “Engagement”, its a call to action whether to buy, post, review, comment, or share.
(Grewal, and Levy)

6. The Wheel of Social Media Engagement
● Information Effect
○ Relevant information is spread by firms or individuals to other members of their social
network
● Connected Effect
○ Outcome that satisfies humans innate need to connect with other people.
● Network Effect
○ Everytime a firm or person posts information it is transferred to the poster’s vast connections
● Dynamic Effect
○ Information is exchanged to network participants through back and forth communications
○ Examines how people flow in and out of networked communities as their interests change
● Timeless Effect
○ The firm being able to engage with the customer at the right place
and time that is, 24/7 from any location (Grewal, and Levy)

7. Mobile Apps
● 77 percent of adults own a smartphone
○ more than half use them to make online purchases
● In 2017, 200 billion apps were downloaded globally
● There are seven primary needs that apps meet
○ “Me time”
○ Socialize
○ Shop
○ Accomplish
○ Prepare
○ Discover
○ Self-express
(Grewal, and Levy)

8. Mobile Apps Primary Needs
● In “me time” people spend half their time seeking fun with playing games or
watching videos.
● People use apps to stay connected with friends and family near and far.
● Active shopping continues to grow as people look for the best deals.
● People are seeking new ways to handle their finances or improve their health,
● In today's world people need to prepare fast and organized, apps help keep it all
quick and easy.
● Weather apps and news outlets help keep the people discover what is going on.
● People need a outlet to express themselves and speak that
to others using chat rooms.
(Grewal, and Levy)

9. Revenue in Apps
Ad-supported apps
- Free to download, but ads will appear at times
Freemium apps
- Free to download, but include in-app purchases
Paid apps/with in-app purchases
- Cost up-front which give you full functionally, but
allows additional functionality
(Grewal, and Levy)

10. Engagement Process
Listen
- Learn from customers by listening to them on social media and watch what
they are liking or what has a positive outcome.
Analyze
- See the traffic of websites and where they are going to most.
(Hits, Page views, Bounce rate, Click paths, or conversion rate)
Do
- The implementing process where you take what you know
and apply it to your existing site to better the traffic and
experience. (Grewal, and Levy)

11. Digital Marketing Campaign
1. Identify strategy goals - determine exactly what you hope to promote and
achieve.
2. Identify target audience - determine your target audience, who you want to
sell to.
3. Develop the budget - how much money you want to spend advertising.
4. Develop the campaign - Creating an image that pulls the eye and appeals to
the right customer
5. Monitor and change - Review the success and make the
necessary changes.
(Grewal, and Levy)

12. Work Cited
- Grewal, Dhruv, and Michael Levy. Marketing.
- "10 Social Media Statistics You Need To Know In 2020 [Infographic]".
Oberlo.Com, 2020, https://www.oberlo.com/blog/social-media-marketing-
statistics.