Download Social Media Marketing

Chapter 4
SOCIAL MEDIA:
LIVING IN THE
CONNECTED
WORLD
© 2014 Cengage Learning. All Rights Reserved. May
not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
1. Define Social Media.
Copyright © 2013 by South
Western, a division of Cengage
Learning.
All rights
© 2014 Cengage
Learning.
All reserved.
Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 4 Marketing: Social Media: Living in the Connected World
Social Media
▮Different forms of electronic communication
through which users can create online
communities to exchange:
•
•
•
•
Information
Ideas
Messages
Other content such as videos or music
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
2. Define Social Media Platforms.
Copyright © 2013 by South
Western, a division of Cengage
Learning.
All rights
© 2014 Cengage
Learning.
All reserved.
Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 4 Marketing: Social Media: Living in the Connected World
Categories of Social Media
▮Social media platform – Type of software or
technology that allows users to build,
integrate, or facilitate a community, interaction
among users, and user-generated content
▮Act as a home base for an online community
▮To access the conversations held there, users
must become members
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
5
Chapter 4 Marketing: Social Media: Living in the Connected World
3. What are the various types of social media
platforms?
Copyright © 2013 by South
Western, a division of Cengage
Learning.
All rights
© 2014 Cengage
Learning.
All reserved.
Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 4 Marketing: Social Media: Living in the Connected World
Social Media Platforms
▮Social networking sites – Websites that
provide virtual communities for people to:
• Share daily activities
• Post opinions on various topics
• Increase their circle of online friends, and more
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Social Media Platforms
▮Bookmarking sites – These give people a
place to save, organize, and manage links to:
• Websites
• Other resources on the Internet
▮Social news sites – People post news items or
links to outside articles on such sites, then vote
on which postings get the most prominent
display—and viewed by the most readers
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
8
Chapter 4 Marketing: Social Media: Living in the Connected World
Social Media Platforms
▮Online forums – Members hold conversations
by posting messages
▮Blogging sites – Blog postings and comments
are attached to such sites and typically focus
on specific topics
▮Microblogs – Subscribers get a steady stream
of brief updates from anyone ranging from a
high-school friend to a celebrity
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
4. Define Social Media tool.
Copyright © 2013 by South
Western, a division of Cengage
Learning.
All rights
© 2014 Cengage
Learning.
All reserved.
Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 4 Marketing: Social Media: Living in the Connected World
Categories of Social Media
▮Social media tool – Software, such as an app
or blog, that enables users to communicate
with each other online
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
11
Chapter 4 Marketing: Social Media: Living in the Connected World
5. What are the various types of social media
tools?
Copyright © 2013 by South
Western, a division of Cengage
Learning.
All rights
© 2014 Cengage
Learning.
All reserved.
Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 4 Marketing: Social Media: Living in the Connected World
Categories of Social Media
▮Media sharing
▮Blog and microblog postings
▮Apps
▮QR codes
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
13
Chapter 4 Marketing: Social Media: Living in the Connected World
Media Sharing
▮These make the conversation happen
▮Services like YouTube and Flickr allow people
to upload and share media such as photos and
videos
• Some videos have gone viral and shot their makers
to fame – Orabrush; Hardee’s;
• Marketers realize that a viral video can translate to
a jump in demand—and sales—for their products
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Blogging
▮Blogging allows people to communicate in
greater detail than microblogging does
▮Marketers use blog postings to:
• Educate consumers and business customers about
new products
• Ask for feedback about particular goods and
services
• Notify the public about social responsibility
initiatives
• Manage public relations crises
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Microblogging
▮Microblogging offers short bursts of news
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Apps
▮App – Short for application, it is a free or paid
software download that links users to a wide
range of goods and services, media and text
content, social media platforms, search
engines, and the like
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Apps
▮Marketers
• Know that potential and existing customers use all
kinds of apps, and they want to tap into the
opportunities created by this phenomenon
• Must find ways to identify the apps that will
support the goals of their social media marketing
efforts
• Need to choose the ones that reach and attract their
target audience and influence consumers to make
decisions in favor of their goods and services
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
QR Codes
▮Short for quick response codes
▮Two-dimensional bar codes that can be read
by some mobile phones with cameras
▮Information contained in the code is shared
with the user
• Might lead to a video, give details about a product,
or offer a coupon
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Why Should Marketers Turn to Social Media?
▮Social media has quickly grown to be an
important tool for marketers to:
•
•
•
•
•
Build relationships with customers
Strengthen brands
Launch new products
Enter new markets
Boost sales
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Social Media Marketing (SMM)
▮Uses social media portals to create a positive
influence on consumers or business customers
toward an organization’s:
•
•
•
•
Brand
Goods and services
Public image
Website
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
21
Chapter 4 Marketing: Social Media: Living in the Connected World
6. What are the three essential features of social
media marketing?
Copyright © 2013 by South
Western, a division of Cengage
Learning.
All rights
© 2014 Cengage
Learning.
All reserved.
Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 4 Marketing: Social Media: Living in the Connected World
Features of Social Media Marketing
▮SMM contains three essential features:
• It creates a buzz
• It creates ways for customers or fans to engage in
conversations with ach other and the organization
• It allows customers to promote the firm’s messages
themselves
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Not-for-Profit Organizations
▮Use social media to:
•
•
•
•
•
•
Market themselves
Generate donations or other types of funding
Spur action
Promote an event
Educate the public
Encourage and showcase partnerships with other
organizations
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Creating a Social Media Marketing Plan
▮Effective social media marketing requires:
• Setting goals
• Developing strategies to reach a target audience
▮Social media marketing (SMM) plan – Formal
document that identifies and describes goals
and strategies, targeted audience, budget, and
implementation methods as well as tactics for
monitoring, measuring, and managing the
SMM effort
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Creating a Social Media Marketing Plan
▮A well-written plan contains clear, concise
prose that covers the salient points and
answers anticipated questions
▮Most SMM plans contain:
• An executive summary
• A brief overview
• Analysis of the competition
• The body of the plan
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
26
Chapter 4 Marketing: Social Media: Living in the Connected World
Figure 4.3 - Cycle of Social Media
Marketing
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Rules of Engagement for Social Marketing
▮Follow rules and guidelines
▮Use social media channels as they were
intended
▮Think before posting—or deleting
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Monitoring, Measuring, and Managing the
SMM Campaign
▮Social media monitoring – Process of
tracking, measuring, and evaluating a firm’s
social media marketing initiatives
▮Social media analytics – Tools that help
marketers trace, measure, and interpret data
related to social media marketing initiatives
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Ethical and Legal Issues
▮Social media marketers face ethical and legal
issues, such as:
• Privacy
• Accountability
▮Well-written social media policies are:
• Consistent with a firm’s organizational culture and
values
• Explain why employees should take certain steps
or actions or avoid them
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Ethical and Legal Issues
• Broad enough to cover the major points, but brief
enough to fit onto two pages
• Linked to other relevant company policies and
guidelines
▮Postings, ads, comments, and even images
come under intense scrutiny and must be
checked for:
• Accuracy
• Fair and realistic claims or promises
• Balance and objectivity
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Ethical and Legal Issues
• Potential for misinterpretation
▮Marketers must:
• Not distribute any personal information without
consent
• Be vigilant about confidentiality
▮When mistakes happen, smart social media
marketers:
• Take action to solve the problem or resolve the
issue
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Types of Jobs
▮Social media marketing manager or digital
marketing manager
▮Social media strategist
▮Brand manager
▮Online community manager
▮Influencer relations
▮Social media specialist
▮Social media analytics
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
Types of Jobs
▮Social media design
▮Social media developer
▮Content programmer
▮Blogger or copywriter
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 4 Marketing: Social Media: Living in the Connected World
7. What are the tips for landing a job in social
media marketing?
Copyright © 2013 by South
Western, a division of Cengage
Learning.
All rights
© 2014 Cengage
Learning.
All reserved.
Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 4 Marketing: Social Media: Living in the Connected World
Tips for Landing a Job in Social Media
Marketing
▮Land an internship
▮Take online courses that teach social media
marketing skills
▮Highlight your own online social profile
▮Point out your personality
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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