© Olena Chernenko/Vetta/Getty Images Lamb, Hair, McDaniel Chapter 18 Social Media and Marketing 2014-2015 1© Cengage Learning 2015. All Rights Reserved.

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Presentation transcript:

© Olena Chernenko/Vetta/Getty Images Lamb, Hair, McDaniel Chapter 18 Social Media and Marketing © Cengage Learning All Rights Reserved.

© Cengage Learning All Rights Reserved 2 What Are Social Media? Any tool or service that uses the Internet to facilitate conversations. 1

© Cengage Learning All Rights Reserved 3 Social Media Tools and Platforms Media sharing sites Microblogs Blogs Social networks 1

© Cengage Learning All Rights Reserved 4 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. 1

© Cengage Learning All Rights Reserved 5 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 1

© Cengage Learning All Rights Reserved 6 The Listening System The first action a marketing team should take when initiating a social media campaign is simple: LISTEN 2

© Cengage Learning All Rights Reserved 7 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. 2

Categories of Social Media Users Creators Critics Collectors Joiners Spectators Inactives © Cengage Learning All Rights Reserved 8 4

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 © Cengage Learning All Rights Reserved 9 5

10 Applications and Widgets AppsWidgets Harness mobile technology Platform-specific or convert existing content to mobile format Can generate buzz and customer engagement Also called “gadgets” and “badges” Run within existing online platforms Cheaper to develop Extend reach beyond existing platforms 6

The Social Media Plan © Cengage Learning All Rights Reserved Listen 2.Set social media objectives 3.Define strategies 4.Identify the target audience 5.Select tools and platforms 6.Implement and monitor the strategy

© Cengage Learning All Rights Reserved 12

Describe social media, how they are used, and their relation to integrated marketing communications Explain how to create a social media campaign Evaluate the various methods of measurement for social media Explain consumer behavior on social media © Cengage Learning All Rights Reserved

Describe the social media tools in a marketer’s toolbox and how they are useful Describe the impact of mobile technology on social media Understand the aspects of developing a social media plan © Cengage Learning All Rights Reserved

SMS MMS Mobile Web Sites Mobile ads Bluetooth Smartphone Apps © Cengage Learning All Rights Reserved 15 Common Mobile Marketing Tools 6