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.

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. 16-2

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 16-3

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 16-4

CONNECTING WITH TODAY’S COLLEGE STUDENTS USING FACEBOOK AND TWITTER 16-5

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

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

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

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 16-9

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 16-10

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

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

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 16-13

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 16-14

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 16-15

MARKETING MATTERS Other Favorite Social Networks? LO2 16-16

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 16-17

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 16-18

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

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 16-20

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) 16-21

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

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 16-23

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 16-24 24

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 16-25

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. 16-26

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

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

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

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 16-30

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 16-31

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

AOI MARKETING: USING FACEBOOK TO LAUNCH BITTER GIRLS® VIDEO CASE 16 16-33

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

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

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

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

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

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. 16-39

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. 16-40

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. 16-41

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. 16-42

Twitter Twitter is a website that enables users to send and receive “tweets,” messages up to 140 characters long. 16-43

LinkedIn LinkedIn is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. 16-44

YouTube YouTube is a video-sharing website in which users can upload, distribute, view, and comment on videos. 16-45

Apps Apps are small, downloadable software programs that can run on smartphones and tablet devices. 16-46