MTS312 Sec 2 & 3
USING SOCIAL MEDIA AND MOBILE MARKETING TO
CONNECT WITH CONSUMERS
(Source: Marketing, fourteenth edition, Roger A. Kerin and Steven W. Hartley, McGraw Hill, ISBN: 978-1-260-09211-0)
LEARNING OBJECTIVES
1. Define social media and describe how they differ from traditional
advertising media.
2. Identify the four major social media and describe how brand
managers integrate them into marketing actions.
3. Describe the differing roles of those receiving messages through
traditional versus social media and how brand managers select
social media.
4. Compare the performance measures of social media linked to
costs (inputs) versus revenues (outputs).
5. Identify the cause of the convergence of the real and digital
worlds and how this will affect the future of social media.
MOBILE MOMENTS WILL SOON INCLUDE A NICE RIDE!
Consumers experience 150 to 200
“mobile moments” each day
(Example: Social Media)
Now, connected cars
Mobile apps for special advertising
61% of internet advertising targets
mobile devices
Messaging combined with internet
Bots are “conversational commerce”
©Pozdeyev Vitaly/Shutterstock; ©Hilch/Shutterstock
UNDERSTANDING SOCIAL MEDIA
WHAT ARE SOCIAL MEDIA? (1 of 2)
Social media consist of online media where users
submit comments, photos, and videos—often
accompanied by a feedback process to identify
“popular” topics.
• Social Network
• Conversation
How social media came about
• Web 3.0 – Personalization
• A 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.
• Wiki – Shows a Single Entry
• User generated content (UGC) consists of the various forms
of online media content that are publicly available and
created by end users.
©Wright Studio/Shutterstock
UNDERSTANDING SOCIAL MEDIA
WHAT ARE SOCIAL MEDIA? (2 of 2)
Classifying Social Media:
1. Media Richness
Acoustic, Visual, Personal contact
2. Self-Disclosure
Achieve favorable image
Greater self-disclosure likely to increase influence
©Anatolii Babii/Alamy
Social media
classified by media
richness and self-
disclosure
J U M P TO A P P E N D I X 1 L O N G I M A G E
DESCRIPTION
UNDERSTANDING SOCIAL MEDIA
COMPARING SOCIAL AND TRADITIONAL MEDIA
Social media complements traditional media
But, there are some differences in:
•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
How brand
managers can use
four social networks
to develop
marketing actions.
J U M P TO A P P E N D I X 2 L O N G I M A G E
DESCRIPTION
FOUR IMPORTANT SOCIAL NETWORKS
FACEBOOK
Facebook is a website where users may
create a personal profile, add other users as
friends, and exchange comments, photos,
videos, and “likes” with them.
Facebook in a Brand Manager’s Strategy
• Be Creative: Use links, photos, videos
• Make it familiar, but with a twist
• Keep it fresh
• Learn users’ passions and let them guide content
• Mobile marketing at Facebook
©Zef Nikolla/Facebook via Bloomberg/Getty Images
The Facebook Page for
StuffDOT, a social
network start-up
“where sharing meets
rewards” shows
elements of interest to
its brand manager.
Jump to Appendix 3 long image
description
https://www.facebook.com/stuffdot
FOUR IMPORTANT SOCIAL NETWORKS
TWITTER
Twitter is a website that
enables users to send and
receive “tweets,” messages up
to 140 characters long.
Twitter in a Brand Manager’s
Strategy
• Connect in real time
• Interactive and live video
• Generate brand buzz
• Follow the Twitter profiles
©Ken Wolter/Shutterstock; Source: Twitter
FOUR IMPORTANT SOCIAL NETWORKS
LINKEDIN (1 of 2)
LinkedIn is a business-oriented website that lets users
post their professional profiles to connect to a network
of businesspeople.
https://www.linkedin.com/
LinkedIn in a Brand Manager's Strategy
• Building B2B image
• Networking with industry-related groups and professionals
• Identifying sales leads and locating vendors
• Direct advertising at specific companies and people
FOUR IMPORTANT SOCIAL NETWORKS
LINKEDIN (2 of 2)
LinkedIn in a College Senior’s Job Search
• Write informative, short headline
• Include professional photo
• Create professional summary
• Fill the skills and expertise section
• Include recommendations
• Set profile to public and create URL
FOUR IMPORTANT SOCIAL NETWORKS
YOUTUBE
YouTube is a video-sharing website in which users
can upload, distribute, view, and comment on
videos.
YouTube in a brand manager’s strategy
•Exploit visual aspects of your message
•Create a brand channel with key words
•Use YouTube analytics to target viewers
MARKETING MATTERS
Vloggers Are the New Power Players, Worldwide!
Half of web video ads are never seen!
Hard to hold audience’s attention Zoella:
Life, Beauty &
Vloggers – Video Bloggers Chats
• Online version of celebrities https://www.youtube.com/user/zoella280390/featured
• Zoella – 12 million subscribers
• Pewdiepie – 55 million subscribers
• Forbes publishes 30 top power players on social
media list
INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES
SOCIAL MEDIA AND THE STRATEGIC MARKETING PROCESS
Traditional Media
•Passive Receivers
Social Media
•Active Receivers
•Influentials
•Delighted
•Evangelists
SELECTING THE SOCIAL NETWORK
Audience data for social
networks
• Number of Users and unique
visitors
• Characteristics of these visitors
Recent activity on the four
social networks
• Facebook and YouTube: 1+
billion users
• Twitter and LinkedIn: 300-500
million users
Performance
measures for social
networks linked
mainly to inputs or
costs, as seen by a
brand manager.
J U M P TO A P P E N D I X 5 L O N G I M A G E
DESCRIPTION
INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES
MEASURING THE RESULTS OF SOCIAL MEDIA
Performance Measures Linked to Outputs or Revenues
• Users/Members
• Fans
• Share of Voice
• Page Views
• Visitors
• Unique Visitors
• Average Page Views/Visitors
• Interaction Rate
• Click-Through Rate
• Fan Source
INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES
SPECIALIZED FOCUS FOR OTHER SOCIAL NETWORKS
Pinterest
• Virtual Pinboard
• Shares content
• 150 million users
• 80% female
• 75% traffic from mobile apps
INTEGRATING SOCIAL MEDIA INTO TODAY’S MARKETING STRATEGIES
CARMEX AND LEBRON JAMES
The Background Brand Manager Social Media Lessons
• Carmex Partnership with LeBron James
The Half-Court Hero Contest “Watch for opportunities to manage
• Half-Court Shot for $75,000! luck…use both social and traditional
The “Shot” Goes Viral media...”
Carmex
https://www.youtube.com
/watch?v=npSfFdqXqx4
Jump to Appendix 6 long image description
THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS
THE CONVERGENCE OF REAL AND DIGITAL WORLDS (1 of 2)
Smartphones
Databases and Algorithms
Apps are small, downloadable
software programs that can run
on smartphones and tablet
devices. Also called mobile apps
or applications.
©Stock Experiment/Alamy
THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS
THE CONVERGENCE OF REAL AND DIGITAL WORLDS (2 of 2)
Successful Video Games:
•Personal real-world
satisfaction and reward
•It’s better with friends
•It never ends
•It makes player feel special
•It lets player–sort of–cheat
•It’s challenging
©IanDagnall Computing/Alamy
THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS
MOBILE MARKETING: TIGHTENING LINKS TO ACTIONS
Price-Comparison Searches
• Scan bar codes or QR codes
Location-Based Promotions
• GPS enables location check-in
Loyalty Programs
• Win loyalty points for walking into stores
Near Field Communications
THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS
WHERE TO NOW?
On Privacy: How much convergence is too much?
•2,000+ times online activity of average user is
tracked/day
•3,000+ “shopping tendencies” that can be measured for
nearly every household
•700 million adult consumers in global database of
Acxiom Corp. (Leading Data Broker)
The future??
STUFFDOT™, INC.:
REWARDING SOCIAL MEDIA USERS FOR SHOPPING AND SHARING
StuffDOT
Video Case
https://www.viddler.com/embed/8e581e11
Courtesy of StuffDOT, Inc.
StuffDOT
1. What recent StuffDOT actions have added to its user-
friendliness?
2. (a) Who are StuffDOT’s major competitors and
3. (b) what point(s) of difference should StuffDOT use to
distinguish itself from them?
4. How should StuffDOT be marketed so that it becomes an
integral part of everyday life?
5. How can the team create “buzz” for StuffDOT and grow its
user base most effectively (a) using social media platforms
(such as Facebook and Twitter) and (b) using its own website?
