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Social Media and Marketing
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Chapter 22
Copyright ©2012 by Cengage Learning Inc. All rights reserved
1
Learning Outcomes
LO 1 Describe social media, how it is used, and its
relation to integrated marketing
communications
LO 2 Explain how to create a social media campaign
LO 3 Evaluate the various methods of measurement
for social media
Chapter 22
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Learning Outcomes
LO 4 Explain consumer behavior on social media
LO 5 Describe the social media tools in a marketer’s
toolbox and how they are useful
LO 6 Describe the impact of mobile technology on
social media
Chapter 22
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3
What Is Social Media?
Describe social media, how
it is used, and its relation to
integrated marketing
communications
Chapter 22
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4
What Is Social Media?
Social Media is…
any tool or service that uses the
Internet to facilitate conversations.
Chapter 22
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Social Media Tools and
Platforms
Social networks
Blogs
Microblogs
Media sharing sites
Chapter 22
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6
Social Media and Consumers
At the basic level, social media consumers
want to:
• exchange information
• collaborate with others
• have conversations
It is up to the marketer to DECIDE if
ENGAGING in those conversations will be
PROFITABLE and to find the most effective
method of ENTERING the conversation.
Chapter 22
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How Consumers Use
Social Media
Primary Use
Chapter 22
Facebook, MySpace, Bebo
YouTube
Social networking
Video sharing
Flickr
Photo sharing
Twitter
Communication
Technorati
Blog tracking
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Social Commerce
Social Commerce
is…
a subset of e-commerce that involves
the interaction and user contribution
aspects of social online media to
assist online buying and selling of
products and services.
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Social Media and Integrated
Marketing Communications
Allows marketers to
•
Have conversations
with consumers
•
Connect with each
other
•
Forge deeper
relationships
•
Share opinions
•
Collaborate on new
ideas according to
interests
•
Chapter 22
Allows consumers to
Build brand loyalty
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Crowdsourcing
Crowdsourcing
Using consumers to develop and
market product.
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Creating and Leveraging a
Social Media Campaign
Explain how to create a
social media campaign
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Categorizing Media Types
Owned Media
Earned Media
Paid Media
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Leveraging Different
Types of Media
•
Chapter 22
Key Guidelines
•
Owned media - reach beyond existing
Web sites to create digital touch points
•
Earned media - learn how to listen and
respond to stakeholders
•
Paid media - should serve as a catalyst to
drive customer engagement
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The Listening System
The first action a marketing team
should take when initiating a social
media campaign is simple:
LISTEN
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Exhibit 22.1
Eight Stages of
Effective Listening
Chapter 22
Stage 1:
Stage 2:
Without objective
Tracking brand mentions
Stage 3:
Identifying market risks and opportunities
Stage 4:
Improving campaign efficiency
Stage 5:
Measuring customer satisfaction
Stage 6:
Responding to customer inquiry
Stage 7:
Better understanding of customers
Stage 8:
Being proactive and anticipating
customer demands
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Social Media Objectives
Monitor what is being said about the
brand. Develop a listening strategy.
Listen and
Learn
Build
relationships
and awareness
Open dialogues with stakeholders. Answer
customer questions candidly.
Promote
products and Get customers talking about products and
services.
services
Manage your
reputation
Improve
customer
service
Chapter 22
Respond to comments and criticisms.
Participate in forums and discussions.
Seek out displeased customers and
engage them directly to solve issues.
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Evaluation and Measurement
of Social Media
Evaluate the various
methods of
measurement for social
media
Chapter 22
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Evaluation and Measurement
of Social Media
• Though marketers understand that social
media is a worthwhile investment, most have
not been able to figure out how to measure its
benefits.
• Metrics for measuring the benefits of social
media are meaningless unless they are tied to
key performance indicators.
Chapter 22
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Three Areas of
Measurement
Public
relations
measurement
Social media
measurement
Chapter 22
Social media
monitoring
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Social Behavior of
Consumers
Explain consumer
behavior on social media
Chapter 22
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Categories of Social Media Users
Creators
Critics
© Mike Kepka/San Francisco Chronicle/Corbis
Collectors
Joiners
Spectators
Inactives
Chapter 22
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Categories of Social Media Users
A 2009 study of social media users determined
that:
• 24 percent functioned as creators,
• 37 percent as critics,
• 21 percent as collectors,
• 51 percent as joiners,
and 73 percent as spectators.
Chapter 22
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Social Media Tools: Consumer- and
Corporate-Generated Content
Describe the social media
tools in a marketer’s toolbox
and how they are useful
Chapter 22
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Social Media Tools
Chapter 22
Blogs
Social News Sites
Microblogs
Location-Based Social
Networking Sites
Social Networks
Review Sites
Media Sharing Sites
Virtual Worlds and Online
Gaming
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Blogs
A publicly accessible Web page that functions
as an interactive journal, whereby readers can
post comments on the author’s entries.
Blog
Corporate
Blogs
Blogs that are sponsored by a company or
one of its brands and maintained by one or
more of the company’s employees.
Noncorporate
Blogs
Independent blogs that are not associated
with the marketing efforts of any particular
company or brand.
Chapter 22
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Microblogs
• Microblogs are blogs with strict post limits.
• Useful for disseminating news, promoting
longer blog posts, sharing links, announcing
events, and promoting sales.
• The ways a business can use Twitter to
engage customers are almost LIMITLESS.
Chapter 22
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Social Networks
Marketing Goals for Social Networking Sites
•
•
•
•
•
•
•
•
Chapter 22
Increasing awareness
Targeting audiences
Promoting products
Forging relationships
Highlighting expertise and leadership
Attracting event participants
Performing research
Generating new business
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Exhibit 22.2
Facebook Lingo
Chapter 22
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Media Sharing Sites
Media Sharing Sites are…
Web sites that allow users to
upload and distribute multimedia
content like videos and photos.
Chapter 22
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Social News Sites
Social News Sites
Web sites that allow users to
decide which content is promoted
on a given Web site by voting that
content up or down.
Chapter 22
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Location-Based Social
Networking Sites
Web sites that combine the
fun of social networking with
the utility of location-based
GPS technology
© Handout/MCT/Newscom
Location-Based
Social
Networking Sites
Chapter 22
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Review Sites
Review Sites are…
Web sites that allow consumers to
post, read, rate, and comment on
opinions regarding all kinds of
products and services.
According to Nielsen Media Research, more
than 70 PERCENT of consumers said they
trusted online consumer opinions.
Chapter 22
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Virtual Worlds and Online
Gaming
• Virtual worlds and online gaming include
massive multiplayer online games (World of
Warcraft) and online communities (Second
Life).
• Almost 800 million people participated in some
sort of virtual world experience.
• Annual revenue near $1 billion.
• Nearly 25 percent of people play games within
social networking sites.
LO5
Chapter 22
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Social Media and Mobile
Technology
Describe the impact of
mobile technology on
social media
Chapter 22
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Mobile and Smartphone
Technology
• More than 25 percent of the world’s
population owns a mobile phone
• More than 75 percent of the U.S.
population owns a mobile phone
• U.S. mobile marketing spending
reached nearly $593 million in 2010
Chapter 22
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Reasons for Mobile
Marketing Popularity
Low barriers to entry
Consumers acclimating to privacy and
pricing
Capturing consumer attention in real time
Measurable
Higher response rate than traditional
media types
Chapter 22
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Common Mobile
Marketing Tools
SMS
MMS
Mobile Web sites
© Peter Macdiarmid/Getty Images
Mobile ads
Bluetooth
Smartphone apps
Chapter 22
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Applications and Widgets
Widgets
Apps
•
Harness mobile
technology
•
aka “gadgets” or
“badges”
•
Platform-specific or
convert existing content
to mobile format
•
Run within existing
online platforms
•
Cheaper to develop
•
Extend reach beyond
existing platforms
•
Chapter 22
Can generate buzz and
customer engagement
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Applications and Widgets
The following questions should be considered before
investing in a marketing-oriented widget.
Chapter 22
•
Does my organization regularly publish
compelling content?
•
Does my content engage individuals or appeal to
customer needs?
•
Is my content likely to inspire conversations?
•
Will customers want to share my content?
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The Changing World of
Social Media
The rate of change in social media is
astonishing—usage statistics often change
daily.
Chapter 22
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Exhibit 22.3
Social Media
Trends
Chapter 22
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Beyond the Book
Chapter 22 Video
Chapter 22
Mobile Marketing and Kids
Link TK
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Part 7 Videos
Technology-Driven Marketing
How does R.J. Julia keep up with the
changing technology inherent in
bookselling? How do they use online
tools to monitor the business?
http://www.cengage.com/marketing/boo
k_content/1439039429_lamb/part_videos
/part07.html
Chapter 22
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44