Chapter 16: Using social media to connect with consumers. In this chapter, you learned to: Define social media and describe how they differ from traditional advertising media, identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions, describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network,...
Trang 1QuickTime™ and a decompressor are needed to see this picture.
Trang 2Define social media and describe how they differ from traditional advertising media.
Identify the four major social networks and how brand managers integrate
them into their organizations’
marketing actions.
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:
LO2
LO1
Trang 3Describe the differing roles of those receiving messages through traditional media versus social media and the
factors brand managers use to select a social network.
Explain how social media can produce sales revenues for a brand and
compare the performance measures linked to inputs or costs versus
outputs or revenues.
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:
LO4
LO3
Trang 4Describe how the convergence of the real and digital worlds affects the
future of social media.
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:
LO5
Trang 5CONNECTING WITH TODAY’S COLLEGE STUDENTS
USING FACEBOOK AND TWITTER
Trang 6 How Social Media Came About
• Web 2.0
• Blog
• User Generated Content (UGC)
UNDERSTANDING SOCIAL MEDIA
WHAT ARE SOCIAL MEDIA?
LO1
Trang 7 Classifying Social Media
• Media Richness
• Self-Disclosure
UNDERSTANDING SOCIAL MEDIA
WHAT ARE SOCIAL MEDIA?
LO1
Trang 8FIGURE 16-1 Social media classified by
media richness and self-disclosure
Trang 9 Ability to Reach Both Large and Niche Audiences
UNDERSTANDING SOCIAL MEDIA
COMPARING SOCIAL AND TRADITIONAL MEDIA
LO1
Expense and Access
Training and Number of People Involved
Permanence
Credibility and Social Authority
Time to Delivery
Trang 10• Facebook Pages: Generate Awareness
• Let Users Get Engaged and Guide Content
• Make It Familiar, But with a Twist
Trang 11FIGURE 16-2 The Bitter Girls Facebook Page
shows elements of interest to its manager
Insights
Analytics that include information on users and interactions
People Like This
The number of people who have clicked the Like
Post Likes
The number of people who Like
a specific post
Notifications
People who take
a specific, measurable
action on the page
Profile & Cover Image
Brand identifying image;
usually includes a logo or
promotional image
Facebook Page Post
Messages created by a
brand manager that
appear in the News Feed
of people who like the page
Trang 12FIGURE 16-3 How brand managers can use
four social networks in developing their
marketing strategies
Trang 13 Twitter : An Overview
• Follow the Twitter Profiles
• Respond to User Criticism
FOUR IMPORTANT SOCIAL NETWORKS
LO2
• Generate Brand Buzz
• Tweet on Topics of Interest to Consumers
Trang 14 LinkedIn : An Overview
• Network with Industry-Related Groups
• Business Development: Leads & Vendors
FOUR IMPORTANT SOCIAL NETWORKS
LO2
• Promote the Brand
• Discussion Groups
Trang 15 YouTube : An Overview
• Create a Channel with Key Words
• Use YouTube Analytics to Target Viewers
FOUR IMPORTANT SOCIAL NETWORKS
YOUTUBE
LO2
OK Go Music Video
Trang 16MARKETING MATTERS
Other Favorite Social Networks?
LO2
Trang 17INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES
SOCIAL MEDIA & THE STRATEGIC MARKETING PROCESS
LO3
Active Receivers Influentials Delighted Evangelists
Trang 18INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES
SELECTING THE SOCIAL NETWORK
LO3
• Characteristics of the Visitors
• Number of Daily Visitors
Trang 19FIGURE 16-4 Monthly unique U.S visits to
four social networking sites: Facebook,
YouTube, Twitter, and LinkedIn
Trang 20INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES
HOW SOCIAL MEDIA PRODUCE SALES
LO4
Role of the Pepsi Brand Manager
Media: Facebook
Trang 21INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTS
LO4
Linked to Inputs or Costs
• Cost per Action (CPA)
• Cost per Thousand (CPM)
• Cost per Click (CPC)
Trang 22FIGURE 16-5 Performance measures for
social networks linked mainly to inputs or
costs, as seen by a brand manager
Trang 23INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTS
Trang 24INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTS
LO4
Social Networks: Pinterest
Trang 25INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES
GREENPEACE VS NESTLÉ’S KIT KAT
LO4
Trang 26INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES
GREENPEACE VS NESTLÉ’S KIT KAT
Trang 27THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS
THE CONVERGENCE OF REAL & DIGITAL WORLDS
LO5
Trang 28FIGURE 16-6 An array of diverse elements
leads to a convergence of the real and
digital worlds that trigger marketing actions
Trang 29MARKETING MATTERS
Coolest, Wildest, and Best Apps?
LO5
Tiny Wings
Trang 30THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS
MOBILE MARKETING: TIGHTENING LINKS TO ACTIONS
LO5
Trang 31THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS
WHERE TO NOW?
LO5
Personalization of Social Media Connections
Purchases Made with Fobs and Smartphones
Measurement of Social Media ROI
Socially-Networked Communities
Trang 32THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS
THE GLOBAL MARKETING REACH OF SOCIAL MEDIA
LO5
Trang 33AOI MARKETING: USING FACEBOOK
VIDEO CASE 16
Trang 34VIDEO CASE 16
BITTER GIRLS
1 (a) What is the image you first
have when you hear the brand
name “Bitter Girls”? What are
both (b) the strengths and (c)
the weaknesses in linking this
brand name to the concept of
empowering tweens and teens?
Trang 35VIDEO CASE 16
BITTER GIRLS
2 How can social media be used
to drive traffic to the Bitter Girls
website?
Trang 36VIDEO CASE 16
BITTER GIRLS
3 How can Bitter Girls (a) bring
people from its website to its
Facebook Page and (b) increase
their involvement and
participation on its Facebook
Page? (c) Why are these
important goals?
Trang 37VIDEO CASE 16
BITTER GIRLS
4 (a) How can Bitter Girls find new
likes? (b) On what other
Facebook Pages should Bitter
Girls advertise?
Trang 38VIDEO CASE 16
BITTER GIRLS
5 (a) What products besides
apparel and mobile phone cases
might Bitter Girls license? (b)
How can Bitter Girls promote its
products through Facebook?
Trang 39A blog, which is a contraction of
“web log,” is a web page that
serves as a publicly accessible
personal journal and online forum
for an individual or organization.
Trang 40User Generated Content (UGC)
User generated content (UGC)
consists of the various forms of
online media content that are
publicly available and created by
end users.
Trang 41Social Media
Social media consist of online
media where users submit
comments, photos, and videos—
often accompanied by
a feedback process to identify
“popular” topics.
Trang 42Facebook is a website where
users may create a personal
profile, add other users as friends, and exchange comments, photos,
videos, and “likes” with them.
Trang 43Twitter is a website that enables
users to send and receive
“tweets,” messages up to 140
characters long.
Trang 44LinkedIn is a business-oriented
website that lets users post their
professional profiles to connect to
a network of businesspeople.
Trang 45YouTube is a video-sharing
website in which users can
upload, distribute, view, and
comment on videos.
Trang 46Apps are small, downloadable
software programs that can run on smartphones and tablet devices.