1. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 22 Social Media and Marketing Professor Close

2. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 2 LO 1 Describe social media, how it is used, and its relation to integrated marketing communications LO 2 Explain how to create a social media campaign LO 3 Evaluate the various methods of measurement for social media Learning Outcomes

3. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 3 LO 4 Explain consumer behavior on social media LO 5 Describe the social media tools in a marketer’s toolbox and how they are useful LO 6 Describe the impact of mobile technology on social media Learning Outcomes

4. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 4 Describe social media, how it is used, and its relation to integrated marketing communications What Is Social Media?

5. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 5 What Is Social Media? any tool or service that uses the Internet to facilitate conversations. Social Media is…

6. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 6 Social Media Tools and Platforms Media sharing sites Microblogs Blogs Social networks

7. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 7 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.

8. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 8 How Consumers Use Social Media Facebook, MySpace, Bebo YouTube Flickr Twitter Technorati Primary Use Social networking Video sharing Photo sharing Communication Blog tracking

9. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 9 Social Commerce a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services. Social Commerce is…

10. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 10 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

11. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 11 Crowdsourcing Using consumers to develop and market product.

12. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 12 Explain how to create a social media campaign Creating and Leveraging a Social Media Campaign

13. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 13 Owned Media Earned Media Categorizing Media Types Paid Media

14. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 14 Leveraging Different Types of Media Owned media - reach beyond existing Web sites to create digital touch points Earned media - learn how to listen and respond to stakeholders Paid media - should serve as a catalyst to drive customer engagement Key Guidelines

15. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 15 The Listening System The first action a marketing team should take when initiating a social media campaign is simple: LISTEN

16. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 16 Exhibit 22.1 Eight Stages of Effective Listening Stage 1: Stage 2: Stage 3: Stage 4: Stage 5: Stage 6: Stage 7: Stage 8: Without objective Tracking brand mentions Identifying market risks and opportunities Improving campaign efficiency Measuring customer satisfaction Responding to customer inquiry Better understanding of customers Being proactive and anticipating customer demands

17. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 17 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.

18. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 18 Evaluate the various methods of measurement for social media Evaluation and Measurement of Social Media

19. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 19 Evaluation and Measurement of Social Media Though marketers understand that social media is a worthwhile investment, most have not been able to figure out how to measure its benefits. Metrics for measuring the benefits of social media are meaningless unless they are tied to key performance indicators.

20. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 20 Three Areas of Measurement Social media measurement Public relations measurement Social media monitoring

21. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 21 Explain consumer behavior on social media Social Behavior of Consumers

22. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 22 Categories of Social Media Users Creators Critics Collectors Joiners Spectators Inactives © Mike Kepka/San Francisco Chronicle/Corbis

23. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 23 Categories of Social Media Users A 2009 study of social media users determined that: 24 percent functioned as creators, 37 percent as critics, 21 percent as collectors, 51 percent as joiners, and 73 percent as spectators.

24. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 24 Describe the social media tools in a marketer’s toolbox and how they are useful Social Media Tools: Consumer- and Corporate-Generated Content

25. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 25 Social Media Tools Social Networks Microblogs Blogs Media Sharing Sites Social News Sites Location-Based Social Networking Sites Review Sites Virtual Worlds and Online Gaming

26. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 26 Blogs Noncorporate 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.

27. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 27 Microblogs Microblogs are blogs with strict post limits. 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.

28. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 28 Social Networks 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

29. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 29 Exhibit 22.2 Facebook Lingo

30. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 30 Media Sharing Sites Web sites that allow users to upload and distribute multimedia content like videos and photos. Media Sharing Sites are…

31. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 31 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.

32. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 32 Location-Based Social Networking Sites Web sites that combine the fun of social networking with the utility of location-based GPS technology © Handout/MCT/Newscom

33. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 33 Review Sites Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services. Review Sites are… According to Nielsen Media Research, more than 70 PERCENT of consumers said they trusted online consumer opinions.

34. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 34 Virtual Worlds and Online Gaming Virtual worlds and online gaming include massive multiplayer online games (World of Warcraft) and online communities (Second Life). Almost 800 million people participated in some sort of virtual world experience. Annual revenue near $1 billion. Nearly 25 percent of people play games within social networking sites. LO 5

35. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 35 Describe the impact of mobile technology on social media Social Media and Mobile Technology

36. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 36 Mobile and Smartphone Technology More than 25 percent of the world’s population owns a mobile phone More than 75 percent of the U.S. population owns a mobile phone U.S. mobile marketing spending reached nearly $593 million in 2010

37. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 37 Reasons for Mobile Marketing Popularity Measurable Capturing consumer attention in real time Consumers acclimating to privacy and pricing Low barriers to entry Higher response rate than traditional media types

38. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 38 SMS MMS Mobile Web sites Mobile ads Bluetooth Smartphone apps Common Mobile Marketing Tools © Peter Macdiarmid/Getty Images

39. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 39 Applications and Widgets Apps Widgets Harness mobile technology Platform-specific or convert existing content to mobile format Can generate buzz and customer engagement aka “gadgets” or “badges” Run within existing online platforms Cheaper to develop Extend reach beyond existing platforms

40. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 40 Applications and Widgets The following questions should be considered before investing in a marketing-oriented widget. Does my organization regularly publish compelling content? Does my content engage individuals or appeal to customer needs? Is my content likely to inspire conversations? Will customers want to share my content?

41. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 41 The Changing World of Social Media The rate of change in social media is astonishing—usage statistics often change daily.

42. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 42 Exhibit 22.3 Social Media Trends

43. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 43 Chapter 22 Video Mobile Marketing and Kids Link TK Beyond the Book

44. Chapter 22 Copyright ©2012 by Cengage Learning Inc. All rights reserved 44 Part 7 Videos Technology-Driven Marketing How does R.J. Julia keep up with the changing technology inherent in bookselling? How do they use online tools to monitor the business? http://www.cengage.com/marketing/boo k_content/1439039429_lamb/part_videos /part07.html