social and mobile marketing three social and mobile marketing Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

LEARNING OBJECTIVES LO 3-1 Describe the 4E framework of social media marketing. LO 3-2 Understand the types of social media. LO 3-3 Understand the types of mobile applications. LO 3-4 Recognize and understand the three components of a social media strategy. LO 3-5 Understand the methods for marketing yourself using social media.

Technology Evolution over the Life of the Social Web 2007: First iPhone released 2008: Apple’s App Store launched 2009: 70% of households have computers, 70% have internet access 2011: iPad, Tablet, and Geolocation become common 2011: 40% of mobile phone users have a smartphone Entrepreneurial: 2007–Present 2002: Wi-Fi became common 2003: 62% of households have computers, 55% have internet access 2006: <10% of mobile phones users have a smartphone Industrialization: 2000–2006 1997: 37% of households have computers, 18% have internet access 1999: First Blackberry available Invention: Mid-to-late–1990s Source: Adapted from: Coca-Cola Retailing Research Council and the Integer Group, “Assessing the Social Networking Landscape,” in Untangling the Social Web: Insights for Users, Brands, and Retailers , January 2012

Excite the Customer Offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers. Chris Ryan/OJO Images/Getty Images.

Product’s value proposition and offered benefits. Educate the Customer Courtesy Staples, Inc. Golden opportunity: Product’s value proposition and offered benefits.

Experience the Product or Service Information about a firm’s goods and services Simulating real experiences Courtesy The Home Depot.

Engage the Customer Action, loyalty, and commitment Positively engaged consumers lead to more profitability Engagement can also backfire ©Dave Carroll.

What are the 4 Es? What social media elements work best for each of the 4 Es?

Categories of Social Media Social network sites Media sharing sites Thought sharing sites

Social Network Sites Creators Bonders Professionals Sharers

Media - Sharing Sites Highlight how consumers can experience Encourage consumers to engage Courtesy HSN, Inc.

Thought - Sharing Sites Blogs Corporate blogs Professional blogs Personal blogs Microblogs Twitter Courtesy Crisp Social/Copenhagen, Denmark. LocalResponse

Going Mobile and Social Price check apps Fashion apps Location apps

Firm’s Use of Social and Mobile Tools

What is an example of a social network, a media sharing site, a thought-sharing site, and a mobile application?  At which of the 4e dimensions do social networks, media-sharing sites, thought- sharing sites, and mobile applications excel?

Listening Sentiment analysis Preferences Attitudes ©Stockbroker/Purestock/SuperStock.

Analyzing Courtesy Salesforce Radian6. Hits Page views Bounce rate Click paths Conversion rates Keyword analysis Courtesy Salesforce Radian6.

How to Do a Social Media Marketing Campaign Identify strategy goals Target audience Campaign: experiment & engage Budget Monitor & change

Managing Your Individual Brand Value in a Social Media World Social reach refers to how many people a person influences. Photo by Craig Barritt/Getty Images.

Managing Your Individual Brand Value in a Social Media World Influence is the extent to which the person influences others. RED MANGO name, design and related marks are trademarks of Red Mango, Inc. ©2012 Red Mango, Inc. All rights reserved.

Managing Your Individual Brand Value in a Social Media World Extended network is the influence of the person’s cumulative network. Walker and Walker/The Image Bank/Getty Images. Klout

What are the three steps in developing social media engagement strategies? How do firms examine customer sentiments? What are the steps in developing a social media campaign? Why might it be important to develop a personal social media presence?

Glossary Bonders are social butterflies who use social media to enhance and expand their relationships, which they consider all-important in their lives.

Glossary Creators, those hip, cool contributors, sit at the cutting edge and plan to stay there. Social media give them new ways to post and share their creative, clever ideas.

Glossary Hits – total requests for a page. Page views – the number of times any pages gets viewed by any visitor. Bounce rate – the percentage of times a visitor leaves the site almost immediately. Click paths – how users proceed through the information. Conversion rates – what percentage of visitors act as the marketer hopes Keyword analysis – what keywords people use to search on the Internet for their products and services.

Glossary Professionals , who are constantly on the go and busy, want to appear efficient, with everything together, so they use social media to demonstrate just how smart they are.

Glossary Sentiment analysis allows marketers to analyze data from these sources to collect consumer comments about companies and their products.

Glossary Sharers really want to help others, and the best way to do so is by being constantly well informed so that they can provide genuine insights to others.