Social Media and Marketing Chapter 18 Social Media and Marketing Chapter 18 Social Media and Marketing MKTG10 Lamb, Hair, and McDaniel © 2016 Cengage Learning. All Rights Reserved.

© 2016 Cengage Learning. All Rights Reserved. Chapter 18 Social Media and Marketing LEARNING OUTCOMES 18-1 Describe social media, how they are used, and their relation to integrated marketing communications 18-2 Explain how to create a social media campaign 18-3 Evaluate the various methods of measurement for social media 18-4 Explain consumer behavior on social media © 2016 Cengage Learning. All Rights Reserved.

© 2016 Cengage Learning. All Rights Reserved. Chapter 18 Social Media and Marketing LEARNING OUTCOMES 18-5 Describe the social media tools in a marketer’s toolbox and how they are useful 18-6 Describe the impact of mobile technology on social media 18-7 Understand the aspects of developing a social media plan © 2016 Cengage Learning. All Rights Reserved.

© 2016 Cengage Learning. All Rights Reserved. Chapter 18 Social Media and Marketing What Are Social Media? 18-1 Describe social media, how they are used, and their relation to integrated marketing communications © 2016 Cengage Learning. All Rights Reserved.

© 2016 Cengage Learning. All Rights Reserved. Chapter 18 Social Media and Marketing What Are Social Media? Any tool or service that uses the Internet to facilitate conversations. Notes: Social media can also be defined relative to traditional advertising like television and magazines in that traditional marketing media offers a mass media method of interacting with consumers, while social media offers more one-to-one ways to meet consumers. © 2016 Cengage Learning. All Rights Reserved.

Social Media Tools and Platforms Chapter 18 Social Media and Marketing Social Media Tools and Platforms Media sharing sites Microblogs Blogs Social networks Notes: Social media have several implications for marketers and the ways that they interact with their customers: Marketers must realize that they often do not control the content on social media sites. The ability to share experiences quickly and with such large numbers of people amplifies the impact of word of mouth in a way that can eventually affect a company’s bottom line. Social media allow marketers to listen. Social media provide more sophisticated methods of measuring how marketers meet and interact with consumers than traditional advertising does. Social media allow marketers to have much more direct and meaningful conversations with customers. © 2016 Cengage Learning. All Rights Reserved.

Social Media and Consumers Chapter 18 Social Media and Marketing 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. Notes: Social media has changed how and where conversations take place, making human interaction global. Social media have changed how and where conversations take place, even globalizing human interaction through rapidly evolving technology. © 2016 Cengage Learning. All Rights Reserved.

Social Media and Integrated Marketing Communications Chapter 18 Social Media and Marketing Social Media and Integrated Marketing Communications Allows marketers to: Allows consumers to: Have conversations with consumers Forge deeper relationships Build brand loyalty Connect with each other Share opinions Collaborate on new ideas according to interests Notes: While marketers typically employ a social media strategy alongside traditional channels, many marketers are increasingly incorporating social media into their budgets. Crowdsourcing, or using consumers to develop and market products, is one example of how social media has enabled companies to use the input of many where before it had the input of few. © 2016 Cengage Learning. All Rights Reserved.

Explain how to create a social media campaign Chapter 18 Social Media and Marketing Creating and Leveraging a Social Media Campaign 18-2 Explain how to create a social media campaign © 2016 Cengage Learning. All Rights Reserved.

© 2016 Cengage Learning. All Rights Reserved. Chapter 18 Social Media and Marketing The Listening System The first action a marketing team should take when initiating a social media campaign is simple: LISTEN! Notes: Social media monitoring is the process of identifying and assessing what is being said about a company, individual, product or brand. It can involve text mining specific key words on social networking Web sites, blogs, discussion forums, and other social media. Once a company has started listening, it typically wants to develop a more formalized approach. Social media monitoring is the process of identifying and assessing what is being said about a company, individual, product, or brand. © 2016 Cengage Learning. All Rights Reserved.

Social Media Objectives Chapter 18 Social Media and Marketing Social Media Objectives Listen and Learn Build relationships and awareness Promote products and services Manage your reputation Improve customer service Open dialogues with stakeholders. Answer customer questions candidly. Get customers talking about products and services. Respond to comments and criticisms. Participate in forums and discussions. Seek out displeased customers and engage them directly to solve issues. Monitor what is being said about the brand. Develop a listening strategy. Notes: Here are some practical ideas that marketing managers should consider when setting social media objectives. © 2016 Cengage Learning. All Rights Reserved.

Evaluate the various methods of measurement for social media Chapter 18 Social Media and Marketing Evaluation and Measurement of Social Media 18-3 Evaluate the various methods of measurement for social media © 2016 Cengage Learning. All Rights Reserved.

© 2016 Cengage Learning. All Rights Reserved. Chapter 18 Social Media and Marketing Social Media Metrics Buzz Search Engine Interest Influence Participation Sentiment Analysis Notes: This slide lists some of the top social media metrics used today. However, these measurements are only valuable if they are tied to performance indicators that allow marketers and managers to see how social media directly impact the business. Given the relative ease and efficiency with which organizations can use social media, a positive return on investment (ROI) is likely for many—if not most—organizations. Web Site Metrics © 2016 Cengage Learning. All Rights Reserved.

Social Media Tools: Consumer- and Corporate-Generated Content Chapter 18 Social Media and Marketing Social Media Tools: Consumer- and Corporate-Generated Content 18-5 Describe the social media tools in a marketer’s toolbox and how they are useful © 2016 Cengage Learning. All Rights Reserved.

Social Media Tools Blogs Microblogs Social Networks Chapter 18 Social Media and Marketing Social Media Tools Blogs Microblogs Social Networks Media Sharing Sites Social News Sites Notes: These are all tools in a marketing manager’s toolbox, available when applicable to the marketing plan but not necessarily to be used all at once. Location-Based Social Networking Sites Review Sites Virtual Worlds and Online Gaming © 2016 Cengage Learning. All Rights Reserved.

© 2016 Cengage Learning. All Rights Reserved. Chapter 18 Social Media and Marketing Blogs Non-corporate Blogs Blog Corporate Blogs Independent blogs that are not associated with the marketing efforts of any particular company or brand. A publicly accessible Web page that functions as an interactive journal, whereby readers can post comments on the author’s entries. Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s employees. © 2016 Cengage Learning. All Rights Reserved.

© 2016 Cengage Learning. All Rights Reserved. Chapter 18 Social Media and Marketing Microblogs Microblogs are blogs that entail shorter posts than traditional blogs. 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. © 2016 Cengage Learning. All Rights Reserved.

Marketing Goals for Social Networking Sites Chapter 18 Social Media and Marketing Social Networks Social networking sites allow individuals to connect—or network—with friends, peers, and business associates. Marketing Goals for Social Networking Sites Increasing awareness Targeting audiences Promoting products Forging relationships Highlighting expertise and leadership Attracting event participants Performing research Generating new business Notes: Social networking sites allow individuals to connect—or network—with friends, peers, and business associates. © 2016 Cengage Learning. All Rights Reserved.

© 2016 Cengage Learning. All Rights Reserved. Chapter 18 Social Media and Marketing Media Sharing Sites Web sites that allow users to upload and distribute multimedia content like videos and photos. Notes: Photo sharing sites allow users to archive and share photos. Video creation and distribution have gained popularity among marketers because of video’s rich ability to tell stories. A podcast is a digital audio or video file that is distributed serially for other people to listen to or watch. © 2016 Cengage Learning. All Rights Reserved.

© 2016 Cengage Learning. All Rights Reserved. Chapter 18 Social Media and Marketing 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. Notes: Marketers have found that these sites are useful for promoting campaigns, creating conversations around related issues, and building Web site traffic. If marketing content posted to a crowdsourced site is voted up, discussed, and shared enough to be listed among the most popular topics of the day, it can go viral across other sites, and eventually, the entire Web. © 2016 Cengage Learning. All Rights Reserved.

© 2016 Cengage Learning. All Rights Reserved. Chapter 18 Social Media and Marketing Review Sites Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services. Notes: According to Nielsen Media Research, more than 70 percent of consumers said they trusted online consumer opinions. By giving marketers the opportunity to respond to their customers directly and put their businesses in a positive light, review sites certainly serve as useful tools for local and national businesses. © 2016 Cengage Learning. All Rights Reserved.

Describe the impact of mobile technology on social media Chapter 18 Social Media and Marketing Social Media and Mobile Technology 18-6 Describe the impact of mobile technology on social media © 2016 Cengage Learning. All Rights Reserved.

Mobile and Smartphone Technology Chapter 18 Social Media and Marketing Mobile and Smartphone Technology Worldwide, there are more than 6 billion mobile phones in use, 17 percent of which are smartphones. The mobile platform is such an effective marketing tool—especially when targeting a younger audience. Notes: Mobile advertising has grown as much as 80 percent per year in the U.S., but that rate is expected to slow to about 50 percent per year over the next few years. Digital advertising accounted for almost 34 percent of all U.S. ad spending in 2015, and mobile advertising alone made up about a third of that. © 2016 Cengage Learning. All Rights Reserved.

Reasons for Mobile Marketing Popularity Chapter 18 Social Media and Marketing Reasons for Mobile Marketing Popularity Mobile marketing is measurable. It is effective at garnering consumer attention in real time. Consumers are acclimating to mobile privacy and pricing standards. There is a low barrier to entry. It has a higher response rate than traditional media types. Notes: There are several reasons for the recent popularity of mobile marketing. © 2016 Cengage Learning. All Rights Reserved.

Common Mobile Marketing Tools Chapter 18 Social Media and Marketing Common Mobile Marketing Tools SMS MMS Mobile Web Sites Mobile ads Bluetooth Smartphone Apps Notes: QR codes and Near Field Communication are also popular trends that allow marketers to communicate web messages while people are on the go. © 2016 Cengage Learning. All Rights Reserved.

Understand the aspects of developing a social media plan Chapter 18 Social Media and Marketing The Social Media Plan 18-7 Understand the aspects of developing a social media plan © 2016 Cengage Learning. All Rights Reserved.

© 2016 Cengage Learning. All Rights Reserved. The Social Media Plan Chapter 18 Social Media and Marketing 1. Listen 2. Set social media objectives 3. Define strategies 4. Identify the target audience Notes: The social media plan should be linked to other factors in the overall marketing plan, and fit with those established objectives. The social media plan should also be evaluated regularly to take into account new platforms and the rapid changes in social media. This slide lists the six stages of developing a social media plan. 5. Select tools and platforms 6. Implement and monitor the strategy © 2016 Cengage Learning. All Rights Reserved.