Chapter
three
social
and mobile
marketing
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Social and Mobile Marketing
LO 3-1 Describe the 4E framework of social
media marketing.
LO 3-2 Understand the types of social media.
LO 3-3 Understand various motivations for using
mobile applications and how they are
priced.
LO 3-4 Recognize and understand the three
components of a social media strategy.
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Gatorade
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Gatorade.com
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The 4E Framework For Social Media
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Excite the Customer
Offer must be relevant
to its targeted
customer.
Relevancy can be
achieved by providing
personalized offers.
© Genevieve Ross/AP Images
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Educate the Customer
Courtesy Staples, Inc.
Golden opportunity:
Product’s value
proposition and offered
benefits.
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6
Experience the Product or Service
Information about a
firm’s goods and
services
Simulating real
experiences
Courtesy Temptalia.com
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Engage the Customer
Action, loyalty, and
commitment
Positively engaged
consumers lead to
more profitability
©Dave Carroll.
Engagement can also
backfire
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
check yourself
1. What are the 4 Es?
2. What social media elements work best for
each of the 4 Es?
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Categories of Social Media
Social
network
sites
Thought
sharing
sites
Media
sharing
sites
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Social Network Sites
Excellent way for
marketers to create
excitement
– Facebook
– LinkedIn
– Google+
© Weng lei - Imaginechina via AP Images
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Media-Sharing Sites
Highlight
how
consumers
can
experience
Encourage
consumers
to engage
Courtesy HSN, Inc.
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Blogs
– Corporate blogs
– Professional
blogs
– Personal blogs
Microblogs
– Twitter
Courtesy Crisp Social/Copenhagen, Denmark.
Thought-Sharing Sites
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Going Mobile and Social
Need for Me Time
Need to Socialize
Need to Shop
Need to Accomplish
Need to Prepare
Need to Discover
Need to Self-Express
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
check yourself
1. What are the seven types of customer
motivations for using mobile apps?
2. What are the four options to price mobile
apps?
3. What are some of the most popular types
of mobile applications?
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How do firms engage their
customers using social media?
Listen
Analyze
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Do
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Listening
Sentiment analysis
Attitudes
Preferences
©Stockbroker/Purestock/SuperStock.
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Analyzing
Hits
Page views
Bounce rate
Click paths
Conversion rates
Keyword analysis
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Analytics
Type of Analytic
Competitors Offering
Similar Analytics
How It’s Used
Content
Understand what’s popular and what’s not on a
firm’s website, including page load times and site
navigation.
Adobe SiteCatlyst, Clickstream,
Coremetrics, IBM SurfAid
Social
Track effectiveness of social media programs,
including information on social media referred
conversion rates and engagement metrics.
Facebook Insights, Twitter Web
Analytics, Webtrends
Mobile
Track website access from mobile devices, track
which ads direct people to a firm’s app, understand
what mobile platform performs best.
Localytics, Medialets,
Webtrends
Conversion
Moving beyond page views and visitor counts,
conversion analytics measures sales, downloads,
video plays, or any other action important to a firm.
Clicktale, KeyMetric, Latitude
Advertising
Track the effectiveness of social, mobile, search and
display ads, divide ad effectiveness by device,
platform, or type.
AdTech, MediaCloud,
Metronome
Source: http://www.google.com/analytics/features/index.html.
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How to Do a
Social Media Marketing Campaign
Identify
strategy
goals
Campaign:
experiment
& engage
Target
audience
Monitor
&
change
Budget
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2. Targeting
Example Facebook Targeting Choices
Source: http://www.facebook.com/business/ads
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