Chapter 4 © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SOCIAL MEDIA: LIVING IN THE CONNECTED WORLD 1

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World 1. Define Social Media. Copyright © 2013 by South Western, a division of Cengage Learning. All rights reserved.

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Social Media ▮ Different forms of electronic communication through which users can create online communities to exchange: Information Ideas Messages Other content such as videos or music 3

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World 2. Define Social Media Platforms. Copyright © 2013 by South Western, a division of Cengage Learning. All rights reserved.

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Categories of Social Media ▮ Social media platform – Type of software or technology that allows users to build, integrate, or facilitate a community, interaction among users, and user-generated content ▮ Act as a home base for an online community ▮ To access the conversations held there, users must become members 5

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World 3. What are the various types of social media platforms? Copyright © 2013 by South Western, a division of Cengage Learning. All rights reserved.

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Social Media Platforms ▮ Social networking sites – Websites that provide virtual communities for people to: Share daily activities Post opinions on various topics Increase their circle of online friends, and more 7

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Social Media Platforms ▮ Bookmarking sites – These give people a place to save, organize, and manage links to: Websites Other resources on the Internet ▮ Social news sites – People post news items or links to outside articles on such sites, then vote on which postings get the most prominent display—and viewed by the most readers 8

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Social Media Platforms ▮ Online forums – Members hold conversations by posting messages ▮ Blogging sites – Blog postings and comments are attached to such sites and typically focus on specific topics ▮ Microblogs – Subscribers get a steady stream of brief updates from anyone ranging from a high-school friend to a celebrity 9

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World 4. Define Social Media tool. Copyright © 2013 by South Western, a division of Cengage Learning. All rights reserved.

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Categories of Social Media ▮ Social media tool – Software, such as an app or blog, that enables users to communicate with each other online 11

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World 5. What are the various types of social media tools? Copyright © 2013 by South Western, a division of Cengage Learning. All rights reserved.

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Categories of Social Media ▮ Media sharing ▮ Blog and microblog postings ▮ Apps ▮ QR codes 13

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Media Sharing ▮ These make the conversation happen ▮ Services like YouTube and Flickr allow people to upload and share media such as photos and videos Some videos have gone viral and shot their makers to fame – Orabrush; Hardee’s;OrabrushHardee’s Marketers realize that a viral video can translate to a jump in demand—and sales—for their products 14

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Blogging ▮ Blogging allows people to communicate in greater detail than microblogging does ▮ Marketers use blog postings to: Educate consumers and business customers about new products Ask for feedback about particular goods and services Notify the public about social responsibility initiatives Manage public relations crises 15

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Microblogging ▮ Microblogging offers short bursts of news 16

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Apps ▮ App – Short for application, it is a free or paid software download that links users to a wide range of goods and services, media and text content, social media platforms, search engines, and the like 17

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Apps ▮ Marketers Know that potential and existing customers use all kinds of apps, and they want to tap into the opportunities created by this phenomenon Must find ways to identify the apps that will support the goals of their social media marketing efforts Need to choose the ones that reach and attract their target audience and influence consumers to make decisions in favor of their goods and services 18

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World QR Codes ▮ Short for quick response codes ▮ Two-dimensional bar codes that can be read by some mobile phones with cameras ▮ Information contained in the code is shared with the user Might lead to a video, give details about a product, or offer a coupon 19

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Why Should Marketers Turn to Social Media? ▮ Social media has quickly grown to be an important tool for marketers to: Build relationships with customers Strengthen brands Launch new products Enter new markets Boost sales 20

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Social Media Marketing (SMM) ▮ Uses social media portals to create a positive influence on consumers or business customers toward an organization’s: Brand Goods and services Public image Website 21

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World 6. What are the three essential features of social media marketing? Copyright © 2013 by South Western, a division of Cengage Learning. All rights reserved.

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Features of Social Media Marketing ▮ SMM contains three essential features: It creates a buzz It creates ways for customers or fans to engage in conversations with ach other and the organization It allows customers to promote the firm’s messages themselves 23

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Not-for-Profit Organizations ▮ Use social media to: Market themselves Generate donations or other types of funding Spur action Promote an event Educate the public Encourage and showcase partnerships with other organizations 24

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Creating a Social Media Marketing Plan ▮ Effective social media marketing requires: Setting goals Developing strategies to reach a target audience ▮ Social media marketing (SMM) plan – Formal document that identifies and describes goals and strategies, targeted audience, budget, and implementation methods as well as tactics for monitoring, measuring, and managing the SMM effort 25

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Creating a Social Media Marketing Plan ▮ A well-written plan contains clear, concise prose that covers the salient points and answers anticipated questions ▮ Most SMM plans contain: An executive summary A brief overview Analysis of the competition The body of the plan 26

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Figure Cycle of Social Media Marketing 27

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Rules of Engagement for Social Marketing ▮ Follow rules and guidelines ▮ Use social media channels as they were intended ▮ Think before posting—or deleting 28

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Monitoring, Measuring, and Managing the SMM Campaign ▮ Social media monitoring – Process of tracking, measuring, and evaluating a firm’s social media marketing initiatives ▮ Social media analytics – Tools that help marketers trace, measure, and interpret data related to social media marketing initiatives 29

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Ethical and Legal Issues ▮ Social media marketers face ethical and legal issues, such as: Privacy Accountability ▮ Well-written social media policies are: Consistent with a firm’s organizational culture and values Explain why employees should take certain steps or actions or avoid them 30

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Ethical and Legal Issues Broad enough to cover the major points, but brief enough to fit onto two pages Linked to other relevant company policies and guidelines ▮ Postings, ads, comments, and even images come under intense scrutiny and must be checked for: Accuracy Fair and realistic claims or promises Balance and objectivity 31

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Ethical and Legal Issues Potential for misinterpretation ▮ Marketers must: Not distribute any personal information without consent Be vigilant about confidentiality ▮ When mistakes happen, smart social media marketers: Take action to solve the problem or resolve the issue 32

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Types of Jobs ▮ Social media marketing manager or digital marketing manager ▮ Social media strategist ▮ Brand manager ▮ Online community manager ▮ Influencer relations ▮ Social media specialist ▮ Social media analytics 33

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Types of Jobs ▮ Social media design ▮ Social media developer ▮ Content programmer ▮ Blogger or copywriter 34

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World 7. What are the tips for landing a job in social media marketing? Copyright © 2013 by South Western, a division of Cengage Learning. All rights reserved.

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Marketing: Social Media: Living in the Connected World Tips for Landing a Job in Social Media Marketing ▮ Land an internship ▮ Take online courses that teach social media marketing skills ▮ Highlight your own online social profile ▮ Point out your personality 36