1. Introduction to Chapter 22: Social Media and Marketing
Notes:
What are some of the challenges of using social media in marketing? How can marketers develop an effective social media strategy?
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Chapter 22 Social Media and Marketing
Learning Outcomes
Describe social media, how it is used, and its 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
Describe the social media tools in a marketer’s toolbox and how they are useful
Describe the impact of mobile technology on social media
LO1
LO2
LO3
LO4
Notes:
In Chapter 22, you will learn what social media is, how it differs from traditional media, and how to create a social media campaign. You will also learn the various methods of measuring social media and how to evaluate each one's effectiveness.
LO5
LO6
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3. Social Media Tools and Platforms
Chapter 22 Social Media and Marketing
Social Media Tools and Platforms
Media sharing sites
Microblogs
Blogs
Social networks
Notes:
Social media technology changes daily, offering consumers new ways to experience social media platforms, which must constantly innovate to keep up with consumer demands.
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4. Social Media and Consumers
Chapter 22 Social Media and Marketing
Social Media and Consumers
At the basic level, social media consumers want to:
exchange information
collaborate with others
have conversations
Notes:
Social media has changed how and where conversations take place, making human interaction global.
Research shows that more than 73 percent of active online users have read a blog and more than half belong to at least one social network.
It is up to the marketer to DECIDE if ENGAGING in those conversations will be PROFITABLE and to find the most effective method of ENTERING the conversation.
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Chapter 22 Social Media and Marketing
Social Commerce
Social Commerce is…
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.
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Chapter 22 Social Media and Marketing
Crowdsourcing
Crowdsourcing
Using consumers to develop and market product.
Notes:
Crowdsourcing offers a way for companies to engage heavy users of a brand and receive input.
This in turn increases those users’ brand advocacy and lessens the likelihood that a change will be disliked enough to drive away loyal customers.
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7. Categorizing Media Types
Chapter 22 Social Media and Marketing
Categorizing Media Types
Owned Media
Earned Media
Paid Media
Notes:
Owned media – online content that an organization creates and controls
Earned media – a public relations term connoting free media such as mainstream media coverage
Paid media – content paid for by a company to be placed online
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Chapter 22 Social Media and Marketing
The Listening System
The first action a marketing team should take when initiating a social media campaign is simple:
LISTEN
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9. Three Areas of Measurement
Chapter 22 Social Media and Marketing
Three Areas of Measurement
Public relations measurement
Social media measurement
Social media monitoring
Notes:
Social media measurement – Ever-changing metrics that are used to determine the ROI of each tool.
Public relations measurement – PR measurement exists to calculate the impact of social media on press coverage and other elements of PR.
Social media monitoring – Tools that are used less for campaign metrics and more for customer service improvement, brand management, and prospecting.
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10. Categories of Social Media Users
Chapter 22 Social Media and Marketing
Categories of Social Media Users
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Notes:
Creators – Those who produce and share online content like blogs, Web sites, articles, and videos.
Critics – Those who post comments, ratings, and reviews of products and services on blogs and forums.
Collectors – Those who use RSS feeds to collect information and vote for Web sites online.
Joiners – Those who maintain a social networking profile and visit other sites.
Spectators – Those who read blogs, listen to podcasts, watch videos, and generally consume media.
Inactives – Those who do none of these things.
Recent classifications include conversationalists– people who poststatus updates on social-networkign sites and microblogging services such as Twitter, and rookies—joiners who are new to the entire social media scene.
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Chapter 22 Social Media and Marketing
Blogs
Noncorporate Blogs
Blog
Corporate Blogs
Independent blogs that are not associated with the marketing efforts of any particular company or brand.
A publicly accessible Web page that functions as an interactive journal, whereby readers can post comments on the author’s entries.
Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s employees.
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Chapter 22 Social Media and Marketing
Microblogs
Microblogs are blogs with strict post limits.
Useful for disseminating news, promoting longer blog posts, sharing links, announcing events, and promoting sales.
The ways a business can use Twitter to engage customers are almost LIMITLESS.
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Chapter 22 Social Media and Marketing
Social Networks
Marketing Goals for Social Networking Sites
Increasing awareness
Targeting audiences
Promoting products
Forging relationships
Highlighting expertise and leadership
Attracting event participants
Performing research
Generating new business
Notes:
Social networking sites allow individuals to connect—or network—with friends, peers, and business associates.
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Chapter 22 Social Media and Marketing
Media Sharing Sites
Media Sharing Sites are…
Web sites that allow users to upload and distribute multimedia content like videos and photos.
Notes:
Photo sharing sites allow users to archive and share photos.
Video creation and distribution have gained popularity among marketers because of video’s rich ability to tell stories.
A podcast is a digital audio or video file that is distributed serially for other people to listen to or watch.
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Chapter 22 Social Media and Marketing
Social News Sites
Social News Sites
Web sites that allow users to decide which content is promoted on a given Web site by voting that content up or down.
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16. Location-Based Social Networking Sites
Chapter 22 Social Media and Marketing
Location-Based Social Networking Sites
Location-Based Social Networking Sites
Web sites that combine the fun of social networking with the utility of location-based GPS technology
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Chapter 22 Social Media and Marketing
Review Sites
Review Sites are…
Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services.
According to Nielsen Media Research, more than 70 PERCENT of consumers said they trusted online consumer opinions.
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18. Virtual Worlds and Online Gaming
Chapter 22 Social Media and Marketing
Virtual Worlds and Online Gaming
Virtual worlds and online gaming include massive multiplayer online games (World of Warcraft) and online communities (Second Life).
Almost 800 million people participated in some sort of virtual world experience.
Annual revenue near $1 billion.
Nearly 25 percent of people play games within social networking sites.
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19. Mobile and Smartphone Technology
Chapter 22 Social Media and Marketing
Mobile and Smartphone Technology
More than 25 percent of the world’s population owns a mobile phone
More than 75 percent of the U.S. population owns a mobile phone
U.S. mobile marketing spending reached nearly $593 million in 2010
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20. Applications and Widgets
Chapter 22 Social Media and Marketing
Applications and Widgets
Apps
Widgets
Harness mobile technology
Platform-specific or convert existing content to mobile format
Can generate buzz and customer engagement
aka “gadgets” or “badges”
Run within existing online platforms
Cheaper to develop
Extend reach beyond existing platforms
Notes:
When an app is well branded and integrated into a company’s overall marketing strategy, it can create buzz and generate customer engagement.
A web widget allows a developer to embed a simple application such as a weather forecast, horoscope, or stock market ticker into a Web site, even if the developer did not write (or does not understand) the application’s source code.
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