Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Multicultural marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Advertising campaign wikipedia , lookup
Green marketing wikipedia , lookup
Global marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Street marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Personal branding wikipedia , lookup
Social commerce wikipedia , lookup
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. 1 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. 3 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. 7 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. 9 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. 14 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. 15 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. 16 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. 17 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. 18 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. 19 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. 20 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. 23 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. 24 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. 25 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. 27 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. 28 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. 29 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. 30 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. 31 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. 32 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. 33 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. 34 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. 36