1. 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.

2. © 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.

3. © 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.

4. © 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
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5. © 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.
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6. 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.

7. 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.
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8. 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.
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9. 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
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10. © 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.
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11. 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.
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12. 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
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13. © 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
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14. 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
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15. 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
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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.
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17. © 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.
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18. 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.
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19. © 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.
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20. © 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.
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21. © 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.

22. 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
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23. 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.
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24. 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.
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25. 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.
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26. 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
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27. © 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
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