1. social and mobile marketing
three
social and mobile marketing
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

2. LEARNING OBJECTIVES
LO 3-1 Describe the 4E framework of social media marketing. LO 3-2 Understand the types of social media. LO 3-3 Understand the types of mobile applications. LO 3-4 Recognize and understand the three components of a social media strategy. LO 3-5 Understand the methods for marketing yourself using social media.

3. Technology Evolution over the Life of the Social Web
2007: First iPhone released
2008: Apple’s App Store launched
2009: 70% of households have computers, 70% have internet access
2011: iPad, Tablet, and Geolocation become common
2011: 40% of mobile phone users have a smartphone
Entrepreneurial:
2007–Present
2002: Wi-Fi became common
2003: 62% of households have computers, 55% have internet access
2006: <10% of mobile phones users have a smartphone
Industrialization:
2000–2006
1997: 37% of households have computers, 18% have internet access
1999: First Blackberry available
Invention:
Mid-to-late–1990s
Source: Adapted from: Coca-Cola Retailing Research Council and the Integer Group, “Assessing the Social Networking Landscape,” in Untangling the Social Web: Insights for Users, Brands, and Retailers , January 2012

4. Excite the Customer Offer must be relevant to its targeted customer.
Relevancy can be achieved by providing personalized offers.
Chris Ryan/OJO Images/Getty Images.

5. Product’s value proposition and offered benefits.
Educate the Customer
Courtesy Staples, Inc.
Golden opportunity:
Product’s value proposition and offered benefits.

6. Experience the Product or Service
Information about a firm’s goods and services
Simulating real experiences
Courtesy The Home Depot.

7. Engage the Customer Action, loyalty, and commitment
Positively engaged consumers lead to more profitability
Engagement can also backfire
©Dave Carroll.

8. What are the 4 Es?
What social media elements work best for each of the 4 Es?

9. Categories of Social Media
Social network sites
Media sharing sites
Thought sharing sites

10. Social Network Sites
Creators
Bonders
Professionals
Sharers

11. Media - Sharing Sites Highlight how consumers can experience
Encourage consumers to engage
Courtesy HSN, Inc.

12. Thought - Sharing Sites
Blogs
Corporate blogs
Professional blogs
Personal blogs
Microblogs
Twitter
Courtesy Crisp Social/Copenhagen, Denmark.
LocalResponse

13. Going Mobile and Social
Price check apps
Fashion apps
Location apps

14. Firm’s Use of Social and Mobile Tools

15. What is an example of a social network, a media sharing site, a thought-sharing site, and a mobile application? 
At which of the 4e dimensions do social networks, media-sharing sites, thought- sharing sites, and mobile applications excel?

16. Listening Sentiment analysis Preferences Attitudes
©Stockbroker/Purestock/SuperStock.

17. Analyzing Courtesy Salesforce Radian6. Hits Page views Bounce rate
Click paths
Conversion rates
Keyword analysis
Courtesy Salesforce Radian6.

18. How to Do a Social Media Marketing Campaign
Identify strategy goals
Target audience
Campaign: experiment & engage
Budget
Monitor & change

19. Managing Your Individual Brand Value in a Social Media World
Social reach refers to how many people a person influences.
Photo by Craig Barritt/Getty Images.

20. Managing Your Individual Brand Value in a Social Media World
Influence is the extent to which the person influences others.
RED MANGO name, design and related marks are trademarks of Red Mango, Inc. ©2012 Red Mango, Inc. All rights reserved.

21. Managing Your Individual Brand Value in a Social Media World
Extended network is the influence of the person’s cumulative network.
Walker and Walker/The Image Bank/Getty Images.
Klout

22. What are the three steps in developing social media engagement strategies?
How do firms examine customer sentiments?
What are the steps in developing a social media campaign?
Why might it be important to develop a personal social media presence?

23. Glossary
Bonders are social butterflies who use social media to enhance and expand their relationships, which they consider all-important in their lives.

24. Glossary
Creators, those hip, cool contributors, sit at the cutting edge and plan to stay there. Social media give them new ways to post and share their creative, clever ideas.

25. Glossary
Hits – total requests for a page. Page views – the number of times any pages gets viewed by any visitor. Bounce rate – the percentage of times a visitor leaves the site almost immediately. Click paths – how users proceed through the information. Conversion rates – what percentage of visitors act as the marketer hopes Keyword analysis – what keywords people use to search on the Internet for their products and services.

26. Glossary
Professionals , who are constantly on the go and busy, want to appear efficient, with everything together, so they use social media to demonstrate just how smart they are.

27. Glossary
Sentiment analysis allows marketers to analyze data from these sources to collect consumer comments about companies and their products.

28. Glossary
Sharers really want to help others, and the best way to do so is by being constantly well informed so that they can provide genuine insights to others.