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

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Presentation on theme: "McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved."— Presentation transcript:

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

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 16, YOU SHOULD BE ABLE TO: LO2 LO1 16-2

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 16, YOU SHOULD BE ABLE TO: LO4 LO3 16-3

4 Describe how the convergence of the real and digital worlds affects the future of social media. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: LO5 16-4

5 CONNECTING WITH TODAYS COLLEGE STUDENTS USING FACEBOOK AND TWITTER 16-5

6 How Social Media Came About Web 2.0 Blog Defining Social Media Defining Social Media User Generated Content (UGC) UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? LO1 16-6

7 Classifying Social Media Media Richness Self-Disclosure UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? LO1 16-7

8 FIGURE 16-1 FIGURE 16-1 Social media classified by media richness and self-disclosure 16-8

9 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 16-9

10 Facebook: An Overview Facebook: An Overview Keep It Fresh FOUR IMPORTANT SOCIAL NETWORKS FACEBOOK LO2 Facebook in a Brand Managers Strategy Facebook Pages: Generate Awareness Let Users Get Engaged and Guide Content Make It Familiar, But with a Twist 16-10

11 FIGURE 16-2 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 16-11

12 FIGURE 16-3 FIGURE 16-3 How brand managers can use four social networks in developing their marketing strategies 16-12

13 Twitter: An Overview Twitter: An Overview Follow the Twitter Profiles Respond to User Criticism FOUR IMPORTANT SOCIAL NETWORKS TWITTER LO2 Twitter in a Brand Managers Strategy Generate Brand Buzz Tweet on Topics of Interest to Consumers 16-13

14 LinkedIn: An Overview LinkedIn: An Overview Network with Industry-Related Groups Business Development: Leads & Vendors FOUR IMPORTANT SOCIAL NETWORKS LINKEDIN LO2 LinkedIn in a Brand Managers Strategy Promote the Brand Discussion Groups 16-14

15 YouTube: An Overview YouTube: An Overview Create a Channel with Key Words Use YouTube Analytics to Target Viewers FOUR IMPORTANT SOCIAL NETWORKS YOUTUBE LO2 YouTube in a Brand Managers Strategy OK Go Music Video 16-15

16 MARKETING MATTERS Other Favorite Social Networks? LO

17 INTEGRATING SOCIAL MEDIA INTO TODAYS MARKETING STRATEGIES SOCIAL MEDIA & THE STRATEGIC MARKETING PROCESS LO3 Traditional Media: Passive Receivers Social Media: Active Receivers InfluentialsDelightedEvangelists 16-17

18 INTEGRATING SOCIAL MEDIA INTO TODAYS MARKETING STRATEGIES SELECTING THE SOCIAL NETWORK LO3 Recent Growth of the 4 Social Networks Audience Data for Social Networks Assess: Characteristics of the Visitors Number of Daily Visitors 16-18

19 FIGURE 16-4 FIGURE 16-4 Monthly unique U.S. visits to four social networking sites: Facebook, YouTube, Twitter, and LinkedIn 16-19

20 INTEGRATING SOCIAL MEDIA INTO TODAYS MARKETING STRATEGIES HOW SOCIAL MEDIA PRODUCE SALES LO4 Facebook Ad Platform: Role of the Pepsi Brand Manager Role of the Social Media: Facebook 16-20

21 INTEGRATING SOCIAL MEDIA INTO TODAYS 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) 16-21

22 FIGURE 16-5 FIGURE 16-5 Performance measures for social networks linked mainly to inputs or costs, as seen by a brand manager 16-22

23 INTEGRATING SOCIAL MEDIA INTO TODAYS 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 16-23

24 INTEGRATING SOCIAL MEDIA INTO TODAYS MARKETING STRATEGIES MEASURING SOCIAL MEDIA PROGRAM RESULTS LO4 Specialized Focus for Other Social Networks: Pinterest 16-24

25 INTEGRATING SOCIAL MEDIA INTO TODAYS MARKETING STRATEGIES GREENPEACE VS. NESTLÉS KIT KAT LO4 The Background Greenpeaces Actions and Results Nestles Overreaction and Its Effects 16-25

26 INTEGRATING SOCIAL MEDIA INTO TODAYS MARKETING STRATEGIES GREENPEACE VS. NESTLÉS 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

27 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS THE CONVERGENCE OF REAL & DIGITAL WORLDS LO5 The Convergence The Devices Apps 16-27

28 FIGURE 16-6 FIGURE 16-6 An array of diverse elements leads to a convergence of the real and digital worlds that trigger marketing actions 16-28

29 MARKETING MATTERS Coolest, Wildest, and Best Apps? LO5 Tiny Wings 16-29

30 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS MOBILE MARKETING: TIGHTENING LINKS TO ACTIONS LO5 Price-Comparison Searches Loyalty Programs Location-Based Promotions 16-30

31 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS WHERE TO NOW? LO5 Personalization of Social Media Connections Purchases Made with Fobs and Smartphones Measurement of Social Media ROI Socially-Networked Communities 16-31

32 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS THE GLOBAL MARKETING REACH OF SOCIAL MEDIA LO5 Example: T-Mobile Promotion 16-32

33 AOI MARKETING: USING FACEBOOK TO LAUNCH BITTER GIRLS ® VIDEO CASE

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? 16-34

35 VIDEO CASE 16 BITTER GIRLS 2. How can social media be used to drive traffic to the Bitter Girls website? 16-35

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? 16-36

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? 16-37

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? 16-38

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

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

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

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

43 Twitter Twitter is a website that enables users to send and receive tweets, messages up to 140 characters long

44 LinkedIn LinkedIn is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople

45 YouTube YouTube is a video-sharing website in which users can upload, distribute, view, and comment on videos

46 Apps Apps are small, downloadable software programs that can run on smartphones and tablet devices


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