social and mobile marketing three Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. chapter Chapter 3 – Social and Mobile Marketing 1 LEARNING OBJECTIVES LO 3-1 Describe the 4E framework of social media marketing. LO 3-2 Understand the types of social media. LO 3-3 Understand the types of mobile applications. LO 3-4 Recognize and understand the three components of a social media strategy. LO 3-5 Understand the methods for marketing yourself using social media. 3-‹#› These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides. 2 2007: First iPhone released 2008: Apple’s App Store launched 2009: 70% of households have computers, 70% have internet access 2011: iPad, Tablet, and Geolocation become common 2011: 40% of mobile phone users have a smartphone Entrepreneurial: 2007–Present 2002: Wi-Fi became common 2003: 62% of households have computers, 55% have internet access 2006: <10% of mobile phones users have a smartphone Industrialization: 2000–2006 Source: Adapted from: Coca-Cola Retailing Research Council and the Integer Group, “Assessing the Social Networking Landscape,” in Untangling the Social Web: Insights for Users, Brands, and Retailers , January 2012 Technology Evolution over the Life of the Social Web 1997: 37% of households have computers, 18% have internet access 1999: First Blackberry available Invention: Mid-to-late–1990s 3-‹#› Explain that the diffusion of technology used to bring us social media has been accelerating since the Internet came on the scene in the mid- to late-1990s. Ask students to share their own experiences on how technology has changed their lives. 3 Excite the Customer Chris Ryan/OJO Images/Getty Images. 3-‹#› To excite customers, an offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers, which are determined through insights and information obtained from customer relationship management and/or loyalty programs. Ask students what do social networks like Facebook or Google+ do to excite them. How is it important to them? 4 Offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers. Educate the Customer Golden opportunity: Product’s value proposition and offered benefits. Courtesy Staples, Inc. 3-‹#› Marketers must take advantage of the opportunity to educate potential customers about its value proposition and communicate the offered benefits. Social media marketing needs to be well-designed to ensure that this happens. 5 Experience the Product or Service Courtesy The Home Depot. 3-‹#› One of a website’s most useful contributions may be the vivid information it provides about a firm’s goods and services - how they work, how to use them, and where they can be obtained. Ask students how often do the use YouTub.

1. social and mobile marketing
three
Copyright © 2015 McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written
consent of McGraw-Hill Education.
chapter
Chapter 3 – Social and Mobile Marketing
1
LEARNING OBJECTIVES
LO 3-1 Describe the 4E framework of social media
marketing.
LO 3-2 Understand the types of social media.
LO 3-3 Understand the types of mobile applications.
LO 3-4 Recognize and understand the three components of a
social media strategy.
LO 3-5 Understand the methods for marketing yourself using
social media.
3-‹#›
These questions are the learning objectives guiding the chapter
and will be explored in more detail in the following slides.
2
2007: First iPhone released
2008: Apple’s App Store launched
2009: 70% of households have computers, 70% have internet

2. access
2011: iPad, Tablet, and Geolocation become common
2011: 40% of mobile phone users have a smartphone
Entrepreneurial:
2007–Present
2002: Wi-Fi became common
2003: 62% of households have computers, 55% have internet
access
2006: <10% of mobile phones users have a smartphone
Industrialization:
2000–2006
Source: Adapted from: Coca-Cola Retailing Research Council
and the Integer Group, “Assessing the Social Networking
Landscape,” in Untangling the Social Web: Insights for Users,
Brands, and Retailers , January 2012
Technology Evolution over the
Life of the Social Web
1997: 37% of households have computers, 18% have internet
access
1999: First Blackberry available
Invention:
Mid-to-late–1990s
3-‹#›
Explain that the diffusion of technology used to bring us social
media has been accelerating since the Internet came on the
scene in the mid- to late-1990s.
Ask students to share their own experiences on how technology
has changed their lives.
3
Excite the Customer

3. Chris Ryan/OJO Images/Getty Images.
3-‹#›
To excite customers, an offer must be relevant to its targeted
customer. Relevancy can be achieved by providing
personalized offers, which are determined through insights and
information obtained from customer relationship management
and/or loyalty programs.
Ask students what do social networks like Facebook or Google+
do to excite them. How is it important to them?
4
Offer must be relevant to its targeted customer.
Relevancy can be achieved by providing personalized offers.
Educate the Customer
Golden opportunity:
Product’s value proposition and offered benefits.
Courtesy Staples, Inc.
3-‹#›
Marketers must take advantage of the opportunity to educate
potential customers about its value proposition and
communicate the offered benefits. Social media marketing

4. needs to be well-designed to ensure that this happens.
5
Experience the Product or Service
Courtesy The Home Depot.
3-‹#›
One of a website’s most useful contributions may be the vivid
information it provides about a firm’s goods and services - how
they work, how to use them, and where they can be obtained.
Ask students how often do the use YouTube to find
demonstrations of how to use products or services?
6
Information about a firm’s goods and services
Simulating real experiences
Engage the Customer
©Dave Carroll.
3-‹#›
By encouraging the use of social media tools such as blogging
and micro-blogging, firms ensure that customers actively

5. engage with the firm’s products, services, and their own social
networks. Positively engaged consumers tend to be more
profitable consumers, purchasing 20 to 40 percent more than
less engaged customers.
Dave Carroll, a traveling musician whose guitar was roughly
handled by United baggage handlers, was also closely engaged
(in a negative manner) with the company and other users.
7
Action, loyalty, and commitment
Positively engaged consumers lead to more profitability
Engagement can also backfire
What are the 4 Es?
What social media elements work best for each of the 4 Es?
check yourself
3-‹#›
Excite the Customer, Educate the Customer, Experience the

6. Product or Service, Engage the Customer.
Best social media elements:
Excite the Customer - social networks like Facebook and
Google +
Educate the Customer - blogs and blogging tools (e.g.,
wordpress and twitter), HubSpot (all-in-one marketing
software), YouTube and Google +,
Experience the Product or Service – YouTube, blogs and
retailer’s website,
Engage the Customer - blogging and micro-blogging.
8
Categories of Social Media
3-‹#›
The audience for marketers could be bigger on social media
sites than through other, more traditional forms of media.
Ask students are all your real-life friends your online friends
too?
Ask students do they actually know all the friends registered on
their online sites?
9
Social network sites
Media sharing sites
Thought sharing sites

7. Social Network Sites
3-‹#›
Social networks are used by different types of consumers based
on their motivations and habits.
10
Creators
Bonders
Professionals
Sharers
Media - Sharing Sites
Courtesy HSN, Inc.

8. 3-‹#›
Media-sharing sites explicitly rely on the capability of the
WWW to connect people more easily and in more ways than
have ever. By using media-sharing sites users are able to share
content they have generated, from videos on YouTube to
pictures on Flickr. HSN marketers can use the information
gathered from YouTube to target its direct mail campaigns.
11
Highlight how consumers can experience
Encourage consumers to engage
Thought - Sharing Sites
Blogs
Corporate blogs
Professional blogs
Personal blogs
Microblogs
Twitter
LocalResponse
Courtesy Crisp Social/Copenhagen, Denmark.

9. 3-‹#›
As the name implies, a microblog differs from a traditional blog
in size - short sentences, short videos, or individual images.
Twitter provides another option for companies to educate their
customers by providing corporate and product information, and
to engage them by providing a platform for two-way
communications.
Ask students would you like to receive a targeted promotion
each day based on where you are checking in on Foursquare and
what you are tweeting?
Ask students why is LocalResponse leveraging Twitter so well?
WSJ: http://live.wsj.com/video/checking-in-as-ad-
inventory/392CDC38-009C-4F1C-B38E-
77B3F7048082.html#!392CDC38-009C-4F1C-B38E-
77B3F7048082
12
Going Mobile and Social
3-‹#›
More than 100 million people that have smartphones in the
U.S., approximately half of them make purchases on these
devices. Thus, mobile marketing is significant and growing.
Several types of applications have been developed to better
market goods and services to these consumers.
13
Price check apps

10. Fashion apps
Location apps
Firm’s Use of Social and Mobile Tools
3-‹#›
A brief summary of how confluence of social, mobile, and
online marketing and their manifestations align with the 4E
framework.
14
What is an example of a social network, a media sharing site, a
thought-sharing site, and a mobile application?
At which of the 4e dimensions do social networks, media-
sharing sites, thought-sharing sites, and mobile applications
excel?
check yourself
3-‹#›

11. social network - Facebook, a media sharing site - Instagram, a
thought-sharing site - Corporate blog, and a mobile application
– Amazon mobile app.
social network – excitement, a media-sharing site – experience,
a thought-sharing site – educating and engaging, and a mobile
application – excitement
15
Listening
©Stockbroker/Purestock/SuperStock.
3-‹#›
Scouring millions of sites with sentiment analysis techniques
provides new insights into what consumers really think. Ask
students what do they think marketers can discover about there
attitudes and preferences if they search their personal social
media sites?
16
Sentiment analysis
Attitudes
Preferences

12. Analyzing
Courtesy Salesforce Radian6.
3-‹#›
There are three main categories of analysis used for
understanding data collected from social media: (1) determine
the amount of traffic using their sites, visiting blogs or
tweeting, (2) learn who the visitors are, what they are doing,
and what engages and excites them, and (3) analyze data that
comes from other sites.
17
Hits
Page views
Bounce rate
Click paths
Conversion rates
Keyword analysis

13. How to Do a
Social Media Marketing Campaign
3-‹#›
A well-developed marketing strategy involves a host of social
and mobile tools, working in conjunction with the firm’s
traditional IMC tactics, to move the consumer up the purchase
decision hierarchy from awareness to purchase to loyalty. To
illustrate how firms might go about undertaking such strategy,
these are the steps involved in developing and implementing a
Facebook marketing campaign.
18
Identify strategy goals
Target audience

14. Campaign: experiment & engage
Budget
Monitor & change
Managing Your Individual
Brand Value in a Social Media World
Social reach refers to how many people a person influences.
Photo by Craig Barritt/Getty Images.
3-‹#›
Ask students how many friends, followers, and professional
contacts do they have on Facebook, Twitter, LinkedIn, or any
other social media services?
19
Managing Your Individual
Brand Value in a Social Media World
Influence is the extent to which the person influences others.
RED MANGO name, design and related marks are trademarks of
Red Mango, Inc. ©2012 Red Mango, Inc. All rights reserved.

15. 3-‹#›
Social influence can be measured by much do the people in a
person’s network read that person’s content.
20
Managing Your Individual
Brand Value in a Social Media World
Extended network is the influence of the person’s cumulative
network.
Klout
Walker and Walker/The Image Bank/Getty Images.
3-‹#›
Klout metrics combines these three elements - social reach,
influence, and extended network - to define a Klout score that
can range from 0 to 100. Ask students to estimate their own
Klout score.
21
What are the three steps in developing social media engagement
strategies?
How do firms examine customer sentiments?
What are the steps in developing a social media campaign?
Why might it be important to develop a personal social media
presence?
check yourself

16. 3-‹#›
Listen, Analyze, and Do.
Marketers can analyze the content found on sites like Facebook,
Twitter, online blogs and reviews to assess the favorableness or
unfavorableness of the sentiments, using a technique known as
sentiment analysis.
Identify strategy goals, Target audience, Campaign: experiment
& engage, Budget, Monitor & change.
Social influence can have significant effects on elements of a
person’s life, such as hiring success.
22
Bonders are social butterflies who use social media to enhance
and expand their relationships, which they consider all-
important in their lives.
Glossary
Return to slide
3-‹#›
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.
Glossary
Return to slide
3-‹#›
Creators, those hip, cool contributors, sit at the cutting edge and

17. plan to stay there. Social media give them new ways to post and
share their creative, clever ideas.
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.
Glossary
Return to slide
3-‹#›
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.
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.
Glossary
Return to slide
3-‹#›

18. 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.
Glossary
Return to slide
3-‹#›
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.
Glossary
Return to slide
3-‹#›
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.