Bài giảng Marketing - Chapter 3: Social and mobile marketing

social and mobile marketingthreeCopyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.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.2007: First iPhone released2008: Apple’s App Store launched2009: 70% of households have computers, 70% have internet access2011: iPad, Tablet, and Geolocation become common2011: 40% of mobile phone users have a smartphoneEntrepreneurial:2007–Present2002: Wi-Fi became common2003: 62% of households have computers, 55% have internet access2006: <10% of mobile phones users have a smartphoneIndustrialization:2000–2006Source: 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 2012Technology Evolution over the Life of the Social Web1997: 37% of households have computers, 18% have internet access1999: First Blackberry availableInvention:Mid-to-late–1990sExcite the CustomerChris Ryan/OJO Images/Getty Images.Educate the CustomerGolden opportunity:Product’s value proposition and offered benefits.Courtesy Staples, Inc.Experience the Product or ServiceCourtesy The Home Depot.Engage the Customer©Dave Carroll.What are the 4 Es?What social media elements work best for each of the 4 Es?Categories of Social MediaSocial Network SitesMedia - Sharing SitesCourtesy HSN, Inc.Thought - Sharing SitesBlogsCorporate blogsProfessional blogsPersonal blogsMicroblogsTwitterLocalResponseCourtesy Crisp Social/Copenhagen, Denmark.Going Mobile and SocialFirm’s Use of Social and Mobile ToolsWhat 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?Listening©Stockbroker/Purestock/SuperStock.AnalyzingCourtesy Salesforce Radian6.How to Do a Social Media Marketing CampaignManaging Your Individual Brand Value in a Social Media WorldSocial reach refers to how many people a person influences.Photo by Craig Barritt/Getty Images.Managing Your Individual Brand Value in a Social Media WorldInfluence 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.Managing Your Individual Brand Value in a Social Media WorldExtended network is the influence of the person’s cumulative network.KloutWalker and Walker/The Image Bank/Getty Images.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?Bonders are social butterflies who use social media to enhance and expand their relationships, which they consider all-important in their lives.GlossaryCreators, 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.GlossaryHits – 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 hopesKeyword analysis – what keywords people use to search on the Internet for their products and services.GlossaryProfessionals , 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.GlossarySentiment analysis allows marketers to analyze data from these sources to collect consumer comments about companies and their products.GlossarySharers 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.Glossary