19-2 Define social media and describe how they differ from traditional advertising media. Identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO: LO2 LO1
19-3 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. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO: LO4 LO3
19-4 Describe how the convergence of the real and digital worlds affects the future of social media. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO: LO5
19-5 CONNECTING WITH TODAY’S COLLEGE STUDENTS USING FACEBOOK AND TWITTER
19-6 FIGURE 19-1 FIGURE 19-1 Information sources college students prefer to use to buy products and services
19-7 How Social Media Came About Web 2.0 Content is modified continuously Blog-publicly accessible diary/journal Wiki-ongoing creating & editing of content Defining Social Media-photos, videos, feedback, on popular topics User Generated Content (UGC) UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? LO1
19-8 Classifying Social Media Media Richness-degree of contact between two people, face to face higher contact then e-mail Self-Disclosure-a persons thoughts, feelings, likes and dislikes positive impression to Achieve a favorable image UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? LO1
19-9 FIGURE 19-2 FIGURE 19-2 Social media classified by media richness and self-disclosure
19-10 Ability to Reach Both Large and Niche Audiences UNDERSTANDING SOCIAL MEDIA COMPARING SOCIAL AND TRADITIONAL MEDIA LO1 Expense and Access Training and Number of People Involved Permanence Credibility and Social Authority Time to Delivery
19-11 Facebook: An Overview Facebook: An Overview Leverage Your Assets Keep It Fresh FOUR IMPORTANT SOCIAL NETWORKS FACEBOOK LO2 Facebook in a Brand Manager’s Strategy Make It Familiar, But with a Twist Let Users Get Engaged and Guide Content
19-12 FIGURE 19-3 FIGURE 19-3 The Facebook Profile Page for Bitter Girls
19-13 FIGURE 19-4 FIGURE 19-4 How brand managers can use four social networks in developing their marketing strategies
19-14 Twitter: An Overview Twitter: An Overview Follow the Twitter Profiles Respond to User Criticism FOUR IMPORTANT SOCIAL NETWORKS TWITTER LO2 Twitter in a Brand Manager’s Strategy Generate Brand Buzz Tweet on Topics of Interest to Consumers JFK Library Video
19-15 LinkedIn: An Overview LinkedIn: An Overview Find Jobs and Business Opportunities Review Profiles FOUR IMPORTANT SOCIAL NETWORKS LINKEDIN LO2 LinkedIn in a Brand Manager’s Strategy Make Connections Enable Advertisers to Reach People
19-16 YouTube: An Overview YouTube: An Overview Create a Channel Rich in Key Words Use YouTube Analytics to Target Viewers FOUR IMPORTANT SOCIAL NETWORKS YOUTUBE LO2 YouTube in a Brand Manager’s Strategy Remember That Money Matters OK Go Music Video
19-17 MARKETING MATTERS What Are Some of Your Other Favorite Social Networks? LO2 Flickr TumblrHi5 Foursquare Vimeo StumbleUponGroupon Meetup
19-18 INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES SOCIAL MEDIA & THE STRATEGIC MARKETING PROCESS LO3 Traditional Media: Passive Receivers Social Media: Active Receivers InfluentialsDelightedEvangelists
19-19 INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES SELECTING THE SOCIAL NETWORK LO3 Recent Growth of the 4 Social Networks Audience Data for Social Networks Specialized Focus for Social Networks YouTube Vimeo Ning
19-20 FIGURE 19-5 FIGURE 19-5 Monthly unique U.S. visits to four social networking sites: Facebook, YouTube, Twitter, and LinkedIn
19-21 FIGURE 19-6 FIGURE 19-6 The demographic characteristics of U.S. visitors to Facebook in late 2011
19-22 INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES HOW SOCIAL MEDIA PRODUCE SALES LO4 Facebook Ad Platform: Role of a Brand Manager Facebook Ad Platform: Role of Facebook
19-23 FIGURE 19-7 FIGURE 19-7 Performance measures for social networks linked mainly to inputs or costs, as seen by a brand manager
19-24 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)
19-25 INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES MEASURING SOCIAL MEDIA PROGRAM RESULTS LO4 Performance Measures Linked to Outputs or Revenues Fans Share of Voice Page Views Visitors Unique Visitors Average Page Views per Visitors Interaction Rate Click-Through Rate Fan Source
19-26 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
19-27 INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES GREENPEACE VS. NESTLÉ’S KIT KAT LO4 Social Media Lessons for Brand Managers Communicate with Key Influencers Respond Swiftly Communicate through Social Media Listen for Feedback to Recover Brand
19-28 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS THE CONVERGENCE OF REAL & DIGITAL WORLDS LO5 The Convergence The Devices Apps Apps
19-29 MARKETING MATTERS What Are Some of Your Other Favorite Social Networks? LO5 Plants vs. Zombies Word Lens
19-30 FIGURE 19-8 FIGURE 19-8 An array of diverse elements leads to a convergence of the real and digital worlds that trigger marketing actions
19-31 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS CONVERGENCE LINKS SOCIAL MEDIA TO MARKETING ACTIONS LO5 Price-Comparison Searches Loyalty Programs Location-Based Promotions
19-32 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS WHERE TO NOW? LO5 Personalization of Social Media Connections Explosion of Devices and Apps Generation of Advertising Income Measurement of Social Media ROI Socially-Networked Communities
19-33 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS THE GLOBAL REACH OF SOCIAL MEDIA LO5 Social Media and Global Marketing Social Media and International Affairs
19-34 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.
19-35 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.
19-36 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.
19-37 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.
19-38 Twitter Twitter is a website that enables users to send and receive “tweets,” messages up to 140 characters long.
19-39 LinkedIn LinkedIn is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
19-40 YouTube YouTube is a video-sharing website in which users can upload, distribute, view, and comment on videos.
19-41 Apps Apps are small, downloadable software programs that can run on smartphones and tablet devices.