© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Social Networks and Communication

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Introduction Social network: Social community:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Introduction Social media: Social media leverage the power of electronic word of mouth

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Networks: Key to Online Relationships Marketers focus on consumers and the ties between them, the firm, and its brands Social contagion:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Networks: Key to Online Relationships Reasons for the popularity of social media

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Rise of Social Media Forms of social media Blog: Wiki:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Rise of Social Media Forum: Podcasting is an important part of the marketing mix

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Rise of Social Media Why do social media work?

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Rise of Social Media Creating content via social media Viral marketing: The personalization aspect of social media sites is powerful Consumer-generated media (CGM):

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Marketing Dimensions of Social Media Major benefits Generate exposure for the firm and its products Drive traffic to corporate websites Link with other sites across the Internet Generate buzz and spread specific messages virally

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Marketing Dimensions of Social Media Generate product sales Develop ideas for new products and marketing approaches Crowdsourcing: Garner publicity from news media Achieve cost effectiveness

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Challenges of Social Media Send the wrong message Resource intensive

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Challenges of Social Media Results are difficult to measure Lack of access

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media and International Communications Advertising __________ has surpassed television as the largest market for advertising Firms often end their ____________ by asking viewers to check them out at Facebook, Twitter, or other sites __________ feature similar requests to “visit us online,” often accompanied by barcodes that consumers scan with their cell phones

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media and International Communications Sales ________ provide the means to deliver the right message to the right audience at the right time

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media and International Communications Public relations The best websites feature a _________ where journalists and bloggers can quickly access company news

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media and International Communications Promotional activities Sales promotion refers to Some sites allow users to sample digital offerings prior to purchase The goal of social media is to ____________________________________

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media and International Communications Integrating social media with traditional marketing communications Social media used in combination with other marketing activities promotions serve to __________________________________ Marketing conducted via social media must be ____________________________________

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media Around the World Take on various forms in nations and regions around the world Differences that drive social media Social media marketing may help democratize marketing communications around the world

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media Success Strategies in International Marketing Understand the difference between traditional approaches and social media Communicate your expertise

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media Success Strategies in International Marketing Customize the message to the audience Target a specific market

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media Success Strategies in International Marketing Understand your markets Monitor your firm’s online reputation

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media Success Strategies in International Marketing Manage information about your company and brands