Week 12 - Chap 17 econmyy slide exercise

economy

1. USING SOCIAL MEDIA AND MOBILE MARKETING TO CONNECT WITH CONSUMERS

2. UNDERSTANDING SOCIAL MEDIA Definition   Social Media Online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify “popular” topics. 17- 2 User-generated Content (UGC) The various forms of online media content that are publicly available and created by consumers or end users. Also called consumer- generated content.

3. FIGURE 17-1 A sample of social media, classified by media richness and self-disclosure 17- 3

4. 17- 4 UNDERSTANDING SOCIAL MEDIA Comparing Social and Traditional Media Ability to reach both large and niche audiences Expense and access Training and number of people involved Time to delivery Permanence Credibility and social authority.

5. UNDERSTANDING SOCIAL MEDIA Emergence of Influencer Marketing  Influencer Marketing The practice of focusing on the identification and recruitment of influencers to advocate a company’s products, services, and brands rather than focusing exclusively on prospective buyers.

6. A LOOK AT FOUR IMPORTANT SOCIAL MEDIA

7. A LOOK AT FOUR IMPORTANT SOCIAL MEDIA Facebook Facebook a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and likes with them Brand Manager’s Strategy : Facebook business pages To engage fans in a conversation on Facebook - Be creative in using links, photos, and videos - Make it familiar, but with a twist - Focus content strategy on imagery and messaging that is familiar to fans (punctuated with something unique) - Keep it fresh - Learn users’ passions and let them guide content

8. A LOOK AT FOUR IMPORTANT SOCIAL MEDIA Twitter Twitter a website that enables users to send and receive tweets, messages up to 280 characters long Brand Manager’s Strategy: to see what twitter users are saying Strategies for listening to and interacting with current and potential consumers: - Official twitter profile, recruiting followers, and showing photos and videos of their products - Follow the twitter profiles that mention their product and monitor what is being said, responding to user criticisms to develop happier customers - Tweet and video stream on topics that provide information of value to their consumers

9. A LOOK AT FOUR IMPORTANT SOCIAL MEDIA LinkedIn LinkedIn a business-oriented website that lets users post their professional profiles to connect to a network of business Strategies: Using LinkedIn Groups Promote their brand in subtle ways Sales representatives

10. A LOOK AT FOUR IMPORTANT SOCIAL MEDIA YouTube YouTube a video-sharing website, owned by Google, in which users can upload, view, and comment on videos Guidelines for marketing and promoting a brand using YouTube videos: - Exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story - Create a branded channel rich in key words to improve the odds of the video showing up in user searches, select a viral title - Target viewers by using YouTube’s insights and analytics research to reveal the number of views, the number of visits to your website, and what keywords are driving user visits

11. SOCIAL MEDIA MARKETING PROGRAMS AND CUSTOMER ENGAGEMENT Social media marketing program That portion of a company’s integrated marketing communications effort to create and deliver compelling online media content that attracts viewer attention and encourages readers to share it with their social network. Customer Engagement The degree and depth of brand-focused interactions a customer chooses to perform online with his or her friends

12. SOCIAL MEDIA MARKETING PROGRAMS AND CUSTOMER ENGAGEMENT Selecting Social Media The number of users and monthly market share of visits for four social media sites: Facebook, Twitter, LinkedIn, and YouTube.

13. SOCIAL MEDIA MARKETING PROGRAMS AND CUSTOMER ENGAGEMENT Selecting Social Media Content Different Types of Social Media Content Educational Content: infographics, FAQs, tips and tricks, and how-to posts. Inspirational Content: quotes, amazing facts or trivia, personal stories of triumph, and inspirational images. Interactive Content: quizzes and games, polls, virtual reality, and contests. Connecting Content: stories, behind-the-scenes images, and posts that thank fans or ask for opinions and feedback. Promotional Content: promotions, coupons, discounts, customer testimonials, and webinars. Newsworthy Content: the latest developments regarding a brand and topical coverage about an industry, product, or service. Entertaining Content: puzzles, viral videos, jokes, and comics.

14. SOCIAL MEDIA MARKETING PROGRAMS AND CUSTOMER ENGAGEMENT Measuring the Results of Social Media Marketing Programs

15. Measure tied only to costs (cost per thousand, CPM) - Number of times the ad loads and a user might see it - Does not indicate whether the user has actually reacted to it SOCIAL MEDIA MARKETING PROGRAMS AND CUSTOMER ENGAGEMENT Measuring the Results of Social Media Marketing Programs Performance Measures Linked to Inputs or Costs:

16. Measure of interest in a product (cost per click, CPC) Rate the advertiser pays every time a visitor clicks on the ad and jumps from that page to the advertiser’s website Measure linked more closely to the sales revenues generated from the social media ad or action (cost per action, CPA) SOCIAL MEDIA MARKETING PROGRAMS AND CUSTOMER ENGAGEMENT Measuring the Results of Social Media Marketing Programs Performance Measures Linked to Inputs or Costs:

17. Performance Measures Linked to Output or Revenues Users / members: Individuals who have registers on a social networking site by completing the process involved Fans: The number of people who have opted in to a brand’s messages though a social media platform SOCIAL MEDIA MARKETING PROGRAMS AND CUSTOMER ENGAGEMENT Measuring the Results of Social Media Marketing Programs

18. Performance Measures Linked to Output or Revenues Share of voice: The brand’s share or percentage of all the online social media chatter, related to its product category or a topic Page views: Number of times a facebook page is loaded SOCIAL MEDIA MARKETING PROGRAMS AND CUSTOMER ENGAGEMENT Measuring the Results of Social Media Marketing Programs

19. Performance Measures Linked to Output or Revenues Visitors: Total number of visitors to a facebook page Unique visitors: Total number of unique visitors to a facebook page SOCIAL MEDIA MARKETING PROGRAMS AND CUSTOMER ENGAGEMENT Measuring the Results of Social Media Marketing Programs