Chapter 3 Social and Mobile Marketing ©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education. Learning Objectives Learning Objective 3.1 Describe the 4E framework of social media marketing. Learning Objective 3.2 Understand the drivers of social media engagement. Learning Objective 3.3 Understand the types of social media. Learning Objective 3.4 Understand various motivations for using mobile applications and how they are priced. Learning Objective 3.5 Recognize and understand the three components of a social media strategy. 2 © McGraw-Hill Education The 4E Framework For Social Media http://www.youtube.com/watch?v=ah8aHIsAJfc 3 © McGraw-Hill Education Excite the Customer Offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers. 4 © McGraw-Hill Education © Genevieve Ross/AP Images Educate the Customer Golden opportunity: Product’s value proposition and offered benefits 5 © McGraw-Hill Education Experience the Product or Service Information about a firm’s goods and services. Simulating real experiences. 6 © McGraw-Hill Education © Steve Jennings/Getty Images Engage the Customer Action, loyalty, and commitment Positively engaged consumers lead to more profitability. Engagement can also backfire. 7 © McGraw-Hill Education ©Dave Carroll. PROGRESS CHECK (1 of 2) 1. What are the 4 Es? 2. What social media elements work best for each of the 4 Es? 8 © McGraw-Hill Education The Wheel of Social Media Engagement 9 © McGraw-Hill Education The Information Effect Outcome in which relevant information is spread by firms or individuals to other members of the social network 10 © McGraw-Hill Education The Connected Effect Outcome that satisfies humans’ innate need to connect with other people 11 © McGraw-Hill Education © Tashauna Johnson Photography/Photoedit The Network Effect Outcome in which every post is spread instantaneously across social media 12 © McGraw-Hill Education © Photoshot The 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. 13 © McGraw-Hill Education © Ignacio Izquierdo/Rex Features/AP Photo The Timeliness Effect Firms must engage with the customer at the right place and time 14 © McGraw-Hill Education © SeongJoon Cho/Bloomberg/Getty Images PROGRESS CHECK (2 of 3) 1. What are the five drivers of social media engagement described in the Wheel of Social Media Engagement? 15 © McGraw-Hill Education Categories of Social Media 16 © McGraw-Hill Education Social Network Sites Excellent way for marketers to create excitement – Facebook – LinkedIn – Google+ 17 © McGraw-Hill Education © Weng lei - Imaginechina via AP Images Media-Sharing Sites Highlight how consumers can experience Encourage consumers to engage 18 © McGraw-Hill Education © John Boud/Alamy Thought-Sharing Sites Blogs – Corporate blogs – Professional blogs – Personal blogs Microblogs – Twitter 19 © McGraw-Hill Education Courtesy of WATERisLIFE 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 © McGraw-Hill Education Jump to Appendix 1 long image description 20 App Pricing Models Ad-supported apps Freemium apps Paid apps 21 © McGraw-Hill Education PROGRESS CHECK (3 of 3) 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? 22 © McGraw-Hill Education Listening Sentiment analysis • Attitudes • Preferences 23 © McGraw-Hill Education ©Stockbroker/Purestock/SuperStock. Analyzing Hits Page views Bounce rate Click paths Conversion rates Keyword analysis 24 © McGraw-Hill Education © copyright salesforce.com, inc. Used with permission. Analytics (1 of 2) Type of Analytic How It’s Used Competitors Offering Similar Analytics 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 25 © McGraw-Hill Education Source: http://www.google.com/analytics/features/index.html. Analytics (2 of 2) Type of Analytic How It’s Used Competitors Offering Similar Analytics 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 26 © McGraw-Hill Education Source: http://www.google.com/analytics/features/index.html. How to Do a Social Media Marketing Campaign 1. Identify strategy goals 2. Target audience 3. Campaign: experiment and engage 4. Budget 5. Monitor and change 27 © McGraw-Hill Education Marketing Chapter 3 The End The End ©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.
