3 Facebook: Putting Social Marketing to Work Have you ever made a purchase based on something you have read or seen on Facebook? What was the product and what made you interested?What obstacles does Facebook face in monetizing itself as a marketing and advertising platform?Are there other ways for Facebook to make a profit from marketers and advertisers?
4 Introduction to Social, Mobile, and Local Marketing New marketing conceptsConversationsEngagementImpact of smartphones and tabletsSocial-mobile-local nexusStrong ties between consumer use of social networks, mobile devices, and local shopping
5 Online Marketing Platforms Figure 7.2, Page 416SOURCE: Based on data from eMarketer, Inc., 2013a.
6 Social Marketing Traditional online marketing goals Deliver business message to the most consumersSocial marketing goalsEncourage consumers to become fans and engage and enter conversationsStrengthen brand by increasing share of online conversation
7 Social Marketing Players The most popular sites account for 90% of all social network visitsFacebook, LinkedIn, Twitter, Pinterest, Tumblr, Google+, MySpace, InstagramUnique visitors vs. engagementEngagement measures the amount and intensity of user involvementFacebook dominates in both measures
8 Social Network Unique Visitors Figure 7.3, Page 417SOURCE: Based on data from comScore, 2013b.
9 Engagement at Top Social Sites Figure 7.4, Page 418SOURCE: Based on data from eMarketer, Inc., 2013x.
10 The Social Marketing Process Five steps in social marketing, also applicable to local and mobile marketingFigure 7.5, Page 419
11 Facebook Marketing Basic Facebook features News FeedTimeline (Profile)Graph SearchSocial density of audience is magnifiedFacebook is largest repository of deeply personal informationFacebook geared to maximizing connections between users
13 Typical Facebook Marketing Campaign Establish Facebook brand pageUse comment and feedback tools to develop fan commentsDevelop a community of usersEncourage brand involvement through video, rich media, contestsUse display ads for other Facebook pages and social searchDisplay Like button liberally
14 Measuring Facebook Marketing Results Basic metrics:Fan acquisition metrics (attract)Engagement metrics (engage)Amplification metrics (encourage)Community metrics (stable group of community)Brand strength/salesFacebook analytics toolsFacebook Page InsightsSocial media management systems (HootSuite)Analytics providers (Google Analytics, Webtrends)
15 Twitter Marketing Real-time interaction with consumers 160 million users worldwide60% access Twitter from mobile deviceBasic featuresTweets and retweets (allows to send tweets to all)FollowersHashtags (allows to organize conversations on a topic)
16 Twitter Marketing Tools Promoted Tweets (for advertisement)Promoted Trends (moves #tag to the top)Promoted AccountsEnhanced Profile PageAmplifyTelevision Ad RetargetingLead Generation Cards
17 Mobile Marketing More than 246 million Americans use mobile devices 140 million use smartphonesDevices used multiple times per dayMobile marketing formatsBanner ads, rich media ads, and video adsGamesand text messagingIn-store messagingQuick Response (QR) codesCouponing
18 The Growth of Mobile Commerce Figure 7.6, Page 446SOURCE: Based on data from eMarketer, Inc., 2013e.
19 How People Use Mobile Devices Largest use: entertainmentIncreasing use of searchRestaurants and dealsPeople, places, things25% of Google search is from mobile devices7% of mobile users shopTablets are fastest growing source of mobile revenues
20 How People Use Their Mobile Devices Figure 7.8, Page 448SOURCE: Based on data from AOL/BBDO, 2012.
21 In-App Experiences and Ads Mobile useApps—80%Game and entertainment—42%Social sites—31%Discovery and search—25%Browsers—20%Most effective in-app adsPlaced in most popular appsTargeted to immediate activities and interests
22 Mobile Marketing Features 20% of all online marketingDominant players are Google, FacebookMobile device featuresPersonal communicator and organizerScreen size and resolutionGPS locationWeb browserAppsUltraportable and personalMultimedia capable
23 The Top Mobile Marketing Firms by Revenue Figure 7.11, Page 452SOURCE: Based on data from eMarketer, Inc., 2013j.
24 Mobile Marketing Tools: Ad Formats Mobile marketing formatsSearch adsDisplay adsVideoMessaging: SMS text messaging with coupons or flash marketing messagesOthers: and sponsorshipsMobile interface versions of social network techniques
25 The Growth of Local and Location-Based Mobile Marketing Prior to 2005, nearly all local advertising was non-digitalGoogle Maps (2005)Enabled targeting ads to users based on IP address and general geographic locationSmartphones, Google’s mobile maps app (2007)Enabled targeting ads based on GPSLocation-based mobile marketingExpected to quadruple by 2017
26 Local, Mobile Local, and Location-Based Mobile Marketing Figure 7.14, Page 461
27 Location-Based Marketing Platforms GoogleAndroid OS, Google Maps, Google Places, AdMob, AdWordsFacebookAppleiOS, iAdTwitterOthers: YP, Pandora, Millenial
28 Location-Based Mobile Marketing Technologies Two types of location-based marketing techniquesGeo-aware techniquesIdentify location of user’s device and target ads, recommending actions within reachGeo-fencing techniquesIdentify a perimeter around a location and target ads and recommendations within that perimeterIdentifying locationsGPS signalsCell-tower locationsWi-Fi locations