1. Chapter 18 Social Media and Marketing

2. Learning Outcomes
Describe social media, how they are used, and their relations to integrated marketing communications
Explain how to create a social media campaign
Evaluate the various methods of measurement for social media
Explain consumer behavior on social media

3. Learning Outcomes (continued)
Describe the social media tools in a marketer’s toolbox and how they are useful
Describe the impact of mobile technology on social media
Understand the aspects of developing a social media plan

4. Any tool or service that uses the Internet to facilitate conversations
Social Media
Chapter 18 Social Media and Marketing
LO 1
Any tool or service that uses the Internet to facilitate conversations
Tools and platforms
Social networks
Blogs
Microblogs
Media sharing sites
Social media can also be defined relative to traditional advertising like television and magazines: whereas traditional marketing media offer a mass media method of interacting with consumers, social media offer more one-to-one ways to meet consumers.
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 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.
Social media have changed how and where conversations take place, globalizing human interaction.

5. Social Media and Integrated Marketing Communications
Chapter 18 Social Media and Marketing
Usefulness of social media
Marketers have conversations with consumers, forge deeper relationships, and build brand loyalty
Consumers connect with each other, share opinions, and collaborate on new ideas according to interests
Crowdsourcing: Using consumers to develop and market products
While marketers typically employ a social media strategy alongside traditional channels, many marketers are increasingly incorporating social media into their budgets.
Unique consequence of social media is the shift from one-to-many communication to many-to-many communication.
Interaction between producer and consumer becomes less about entertaining and more about listening, influencing, and engaging.
Crowdsourcing: Describes how the input of many can be leveraged to make decisions that used to be based on the input of only a few

6. Categorizing Media Types
Chapter 18 Social Media and Marketing
LO 2
Owned media - Brand's presence on social platforms
Earned media - Word of mouth or online buzz about a brand
Paid media - Use of traditional media
Owned media
Brand's presence in Facebook, YouTube, Twitter, Pinterest, etc.
Videos, webinars, recommendations, ratings, and blog posts
Earned media - Viral videos, retweets, comments on blogs, and other forms of customer feedback resulting from a social media presence
Paid media - Display advertising, paid search words, and other types of direct online advertising

7. Social Media Objectives
Chapter 18 Social Media and Marketing
Listen and learn
Build relationships and awareness
Promote products and services
Manage one's reputation
Listen and learn
Monitor what is being said about the brand and competitors
Develop a listening strategy
Build relationships and awareness
Open dialogues with stakeholders
Engage in conversations and answer customers' questions candidly
Promote products and services
Get customers talking about products and services
Manage one's reputation
Respond to comments and criticisms
Participate in forums and discussions
Improve customer service
Seek out displeased customers and engage them directly to solve issues
Improve customer service

8. Social Media Metrics LO 3 Buzz Search engine ranks and results
Chapter 18 Social Media and Marketing
LO 3
Buzz
Search engine ranks and results
Interest
Influence
Participation and engagement
Sentiment analysis
Website metrics
The 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.

9. Categories of Social Media Users
Chapter 18 Social Media and Marketing
LO 4
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Conversationalists
Rookies are classified as joiners

10. Microblogs: Blogs with strict post length limits
Social Media Tools
Chapter 18 Social Media and Marketing
LO 5
Blog: Publicly accessible web page that acts as an interactive journal, whereby readers can post comments on the author’s entries
Microblogs: Blogs with strict post length limits
Social networking sites: Allow individuals to connect with friends, peers, and business associates
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.
Corporate blogs: 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
Twitter is effective for disseminating news, promoting longer blog posts, sharing links, announcing events, and promoting sales.
The ways a business can use microblogs to engage customers are almost limitless.
Marketing goals for social networking sites are increasing awareness, targeting audiences, promoting products, forging relationships, highlighting expertise and leadership, attracting event participants, performing research, and generating new business.

11. Social Media Tools (continued 1)
Chapter 18 Social Media and Marketing
Media sharing sites: Allow users to upload and distribute multimedia content like videos and photos
Social news sites: Allow users to decide which content is promoted on a given website by voting that content up or down
Location-based social networking sites
Combine the fun of social networking with the utility of location-based GPS technology
Media sharing sites
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.
Social news sites
Marketers have found that these sites are useful for promoting campaigns, creating conversations around related issues, and building website 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.

12. Social Media Tools (continued 2)
Chapter 18 Social Media and Marketing
Review sites: Allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services
Virtual worlds and online gaming
Include massive multiplayer online games and online communities
Becoming an important, viable, and growing consideration
Review sites
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.
Virtual worlds and online gaming
The top five games on Facebook are Candy Crush Saga, Clash of Clans, Candy Crush Soda Saga, Farm Heroes Saga, and 8 Ball Pool.
Many mobile games use advertising to generate revenue for the game developers and publishers.
Microtransactions account for 79 percent of app revenue in America.
Promotions include special events, competitions, and sweepstakes.

13. Reasons for Mobile Marketing Popularity
Chapter 18 Social Media and Marketing
LO 6
Low barrier to entry
Consumers acclimating to privacy and pricing policies
Effective at garnering consumer attention in real time
Measurable
In-store notification technology
Higher response rate than traditional media types
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.

14. Common Mobile Marketing Tools
Chapter 18 Social Media and Marketing
LO 6
SMS (short service message)
MMS (multimedia messaging service)
Mobile website (MOBI and WAP website)
Mobile ads
Bluetooth marketing
Smartphone applications (apps)
Quick Response (QR) codes and near field communication (NFC) are also popular trends that allow marketers to communicate web messages while people are on the go.
Mobile marketing is powerful when combined with geo-location platforms. These platforms allow retailers and other businesses to incentivize multiple visits, visit at certain times of the day, and positive customer reviews.

15. Apps and Widgets Apps Widgets
Chapter 18 Social Media and Marketing
LO 6
Apps
Perform platform-specific or convert existing content to mobile format
Can generate buzz and customer engagement
Widgets
Called gadgets and badges
Run within existing online platforms
Cheaper than apps to develop
Extend reach beyond existing platforms
Dozens of new and unique apps that harness mobile technology are added to mobile market-places every day.
A web widget allows a developer to embed a simple application such as a weather forecast, horoscope, or stock market ticker into a website, even if the developer did not write (or does not understand) the application’s source code.
Widgets can extend an organization's reach beyond existing platforms.

16. Stages in Creating an Effective Social Media Plan
Chapter 18 Social Media and Marketing
LO 7
Listening to customers
Setting social media objectives
Defining strategies
Identifying the target audience
Selecting tools and platforms
Implementing and monitoring the strategy
Social media plan should be:
Linked to other factors in the overall marketing plan and fit with those established objectives
Evaluated regularly to take into account new platforms and the rapid changes in social media

17. Social media
Social commerce
Crowdsourcing
Social media monitoring
Blog
Corporate blogs
Noncorporate blogs
Microblogs
Social networking sites
Media sharing sites
Social news sites
Location-based social networking sites
Review sites

18. Summary
Social media have changed the way that marketers communicate with their brands
Social media's potential for expanding a brand’s impact is enormous
Social media have the potential to revolutionize the way organizations communicate with stakeholders
Some of the social media metrics marketers should consider are buzz, interest, and influence

19. Summary (continued)
Understanding an audience necessitates understanding how that audience uses social media
Blogs, microblogs, social networks, media creation, virtual worlds, and review sites are some of the social media tools
Social media is available on platforms like smartphones, iPads, and other tablets
A social media plan should be outlined to effectively use social media tools