1. McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

2. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:
Define social media and describe how they differ from traditional advertising media.
LO1
LO2
Identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions.
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3. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:
Describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network.
Explain how social media can produce sales revenues for a brand and compare the performance measures linked to inputs or costs versus outputs or revenues.
LO4
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4. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:
Describe how the convergence of the real and digital worlds affects the future of social media.
LO5
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5. CONNECTING WITH TODAY’S COLLEGE STUDENTS USING FACEBOOK AND TWITTER
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6. UNDERSTANDING SOCIAL MEDIA
WHAT ARE SOCIAL MEDIA?
LO1
How Social Media Came About
Web 2.0
Blog
User Generated Content (UGC)
Defining Social Media
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7. UNDERSTANDING SOCIAL MEDIA
WHAT ARE SOCIAL MEDIA?
LO1
Classifying Social Media
Media Richness
Self-Disclosure
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8. FIGURE 16-1 Social media classified by media richness and self-disclosure
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9. UNDERSTANDING SOCIAL MEDIA COMPARING SOCIAL AND TRADITIONAL MEDIA
LO1
Ability to Reach Both Large and Niche Audiences
Expense and Access
Training and Number of People Involved
Time to Delivery
Permanence
Credibility and Social Authority
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10. FOUR IMPORTANT SOCIAL NETWORKS
FACEBOOK
LO2
Facebook: An Overview
Facebook in a Brand Manager’s Strategy
Facebook Pages: Generate Awareness
Make It Familiar, But with a Twist
Keep It Fresh
Let Users Get Engaged and Guide Content
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11. FIGURE 16-2 The Bitter Girls Facebook Page shows elements of interest to its manager
Insights Analytics that include information on users and interactions
People Like This The number of people who have clicked the Like
Post Likes The number of people who Like a specific post
Notifications People who take a specific, measurable action on the page
Profile & Cover Image Brand identifying image; usually includes a logo or promotional image
Facebook Page Post Messages created by a brand manager that appear in the News Feed of people who like the page
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12. FIGURE 16-3 How brand managers can use four social networks in developing their marketing strategies
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13. FOUR IMPORTANT SOCIAL NETWORKS
TWITTER
LO2
Twitter: An Overview
Twitter in a Brand Manager’s Strategy
Generate Brand Buzz
Follow the Twitter Profiles
Respond to User Criticism
Tweet on Topics of Interest to Consumers
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14. FOUR IMPORTANT SOCIAL NETWORKS
LINKEDIN
LO2
LinkedIn: An Overview
LinkedIn in a Brand Manager’s Strategy
Promote the Brand
Network with Industry-Related Groups
Business Development: Leads & Vendors
Discussion Groups
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15. FOUR IMPORTANT SOCIAL NETWORKS
YOUTUBE
LO2
OK Go Music Video
YouTube: An Overview
YouTube in a Brand Manager’s Strategy
Create a Channel with Key Words
Use YouTube Analytics to Target Viewers
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16. MARKETING MATTERS Other Favorite Social Networks?
LO2
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17. Traditional Media: Passive Receivers
INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES SOCIAL MEDIA & THE STRATEGIC MARKETING PROCESS
LO3
Traditional Media: Passive Receivers
Social Media:
Active Receivers
Influentials
Delighted
Evangelists
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18. Recent Growth of the 4 Social Networks
INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES SELECTING THE SOCIAL NETWORK
LO3
Assess:
Number of Daily Visitors
Characteristics of the Visitors
Recent Growth of the 4 Social Networks
Audience Data for Social Networks
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19. FIGURE 16-4 Monthly unique U. S
FIGURE Monthly unique U.S. visits to four social networking sites: Facebook, YouTube, Twitter, and LinkedIn
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20. Facebook Ad Platform: Role of the Pepsi Brand Manager
INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES HOW SOCIAL MEDIA PRODUCE SALES
LO4
Facebook Ad Platform: Role of the Pepsi Brand Manager
Role of the Social Media: Facebook
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21. Performance Measures Linked to Inputs or Costs
INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES MEASURING SOCIAL MEDIA PROGRAM RESULTS
LO4
Performance Measures Linked to Inputs or Costs
Cost per Action (CPA)
Cost per Thousand (CPM)
Cost per Click (CPC)
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22. FIGURE Performance measures for social networks linked mainly to inputs or costs, as seen by a brand manager
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23. Performance Measures Linked to Outputs or Revenues
INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES MEASURING SOCIAL MEDIA PROGRAM RESULTS
LO4
Performance Measures Linked to Outputs or Revenues
Fans
Average Page Views per Visitors
Share of Voice
Interaction Rate
Page Views
Click-Through Rate
Visitors
Fan Source
Unique Visitors
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24. Specialized Focus for Other Social Networks: Pinterest
INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES MEASURING SOCIAL MEDIA PROGRAM RESULTS
LO4
Specialized Focus for Other Social Networks: Pinterest
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25. Greenpeaces’ Actions and Results
INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES GREENPEACE VS. NESTLÉ’S KIT KAT
LO4
The Background
Greenpeaces’ Actions and Results
Nestle’s Overreaction and Its Effects
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26. Social Media Lessons for Brand Managers
INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES GREENPEACE VS. NESTLÉ’S KIT KAT
LO4
Social Media Lessons for Brand Managers
Respond with Transparency and an Approachable Tone
Communicate with Key Influencers Using Fcebook, Twitter, Blogs, etc.
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27. The Convergence The Devices Apps
THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS THE CONVERGENCE OF REAL & DIGITAL WORLDS
LO5
The Convergence
The Devices
Apps
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28. FIGURE An array of diverse elements leads to a convergence of the real and digital worlds that trigger marketing actions
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29. MARKETING MATTERS Coolest, Wildest, and Best Apps?
LO5
Tiny Wings
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30. Price-Comparison Searches
THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS MOBILE MARKETING: TIGHTENING LINKS TO ACTIONS
LO5
Price-Comparison Searches
Location-Based Promotions
Loyalty Programs
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31. THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS WHERE TO NOW?
LO5
Personalization of Social Media Connections
Purchases Made with Fobs and Smartphones
Socially-Networked Communities
Measurement of Social Media ROI
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32. Example: T-Mobile Promotion
THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS THE GLOBAL MARKETING REACH OF SOCIAL MEDIA
LO5
Example: T-Mobile Promotion
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33. AOI MARKETING: USING FACEBOOK TO LAUNCH BITTER GIRLS®
VIDEO CASE 16
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34. VIDEO CASE 16
BITTER GIRLS
1. (a) What is the image you first have when you hear the brand name “Bitter Girls”? What are both (b) the strengths and (c) the weaknesses in linking this brand name to the concept of empowering tweens and teens?
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35. VIDEO CASE 16
BITTER GIRLS
2. How can social media be used to drive traffic to the Bitter Girls website?
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36. VIDEO CASE 16
BITTER GIRLS
3. How can Bitter Girls (a) bring people from its website to its Facebook Page and (b) increase their involvement and participation on its Facebook Page? (c) Why are these important goals?
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37. VIDEO CASE 16
BITTER GIRLS
4. (a) How can Bitter Girls find new likes? (b) On what other Facebook Pages should Bitter Girls advertise?
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38. VIDEO CASE 16
BITTER GIRLS
5. (a) What products besides apparel and mobile phone cases might Bitter Girls license? (b) How can Bitter Girls promote its products through Facebook?
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39. Blog
A blog, which is a contraction of “web log,” is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
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40. User Generated Content (UGC)
User generated content (UGC) consists of the various forms of online media content that are publicly available and created by end users.
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41. Social Media
Social media consist of online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify “popular” topics.
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42. Facebook
Facebook is a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and “likes” with them.
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43. Twitter
Twitter is a website that enables users to send and receive “tweets,” messages up to 140 characters long.
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44. LinkedIn
LinkedIn is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
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45. YouTube
YouTube is a video-sharing website in which users can upload, distribute, view, and comment on videos.
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46. Apps
Apps are small, downloadable software programs that can run on smartphones and tablet devices.
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