Chap019

19-1McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

19-2

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.

LEARNING OBJECTIVES (LO)

AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO:

LO2

LO1

19-3

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.

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.



LO4

LO3

19-4

Describe how the convergence of the real and digital worlds affects the future of social media.



LO5

19-5

CONNECTING WITH TODAY’S COLLEGE STUDENTS USING FACEBOOK AND TWITTER

19-6

FIGURE 19-1FIGURE 19-1 Information sources college students prefer to use to buy products and services

19-7

How Social Media Came About

• Web 2.0

• Blog

Defining Social Media

• User Generated Content (UGC)

UNDERSTANDING SOCIAL MEDIAWHAT ARE SOCIAL MEDIA?

LO1

19-8

Classifying Social Media

• Media Richness

• Self-Disclosure

UNDERSTANDING SOCIAL MEDIAWHAT ARE SOCIAL MEDIA?

LO1

19-9

FIGURE 19-2FIGURE 19-2 Social media classified by media richness and self-disclosure

19-10

Ability to Reach Both Large and Niche Audiences

UNDERSTANDING SOCIAL MEDIACOMPARING SOCIAL AND TRADITIONAL MEDIA

LO1

Expense and Access

Training and Number of People Involved

Permanence

Credibility and Social Authority

Time to Delivery

19-11

Facebook: An Overview

• Leverage Your Assets

• Keep It Fresh

FOUR IMPORTANT SOCIAL NETWORKSFACEBOOK

LO2

Facebook in a Brand Manager’s Strategy

• Make It Familiar, But with a Twist

• Let Users Get Engaged and Guide Content

19-12

FIGURE 19-3FIGURE 19-3 The Facebook Profile Page for Bitter Girls

19-13

FIGURE 19-4FIGURE 19-4 How brand managers can use four social networks in developing their marketing strategies

19-14

Twitter: An Overview

• Follow the Twitter Profiles

• Respond to User Criticism

FOUR IMPORTANT SOCIAL NETWORKSTWITTER

LO2

Twitter in a Brand Manager’s Strategy

• Generate Brand Buzz

• Tweet on Topics of Interest to Consumers

JFK Library Video

19-15

LinkedIn: An Overview

• Find Jobs and Business Opportunities

• Review Profiles

FOUR IMPORTANT SOCIAL NETWORKSLINKEDIN

LO2

LinkedIn in a Brand Manager’s Strategy

• Make Connections

• Enable Advertisers to Reach People

19-16

YouTube: An Overview

• Create a Channel Rich in Key Words

• Use YouTube Analytics to Target Viewers

FOUR IMPORTANT SOCIAL NETWORKSYOUTUBE

LO2

YouTube in a Brand Manager’s Strategy

• Remember That Money Matters

OK Go Music Video

19-17

MARKETING MATTERSWhat Are Some of Your Other

Favorite Social Networks?

LO2

Flickr

TumblrHi5

Foursquare

Vimeo

StumbleUpon Groupon

Meetup

19-18

INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES

SOCIAL MEDIA & THE STRATEGIC MARKETING PROCESS

LO3

Traditional Media: Passive Receivers

Social Media:

ActiveReceivers Influentials Delighted Evangelists

19-19


SELECTING THE SOCIAL NETWORK

LO3

Recent Growth of the 4 Social Networks

Audience Data for Social Networks

Specialized Focus for Social Networks

• YouTube

• Vimeo

• Ning

19-20

FIGURE 19-5FIGURE 19-5 Monthly unique U.S. visits to four social networking sites: Facebook, YouTube, Twitter, and LinkedIn

19-21

FIGURE 19-6FIGURE 19-6 The demographic characteristics of U.S. visitors to Facebook in late 2011

19-22


HOW SOCIAL MEDIA PRODUCE SALES

LO4

Facebook Ad Platform: Role of a Brand Manager

Facebook Ad Platform: Role of Facebook

19-23

FIGURE 19-7FIGURE 19-7 Performance measures for social networks linked mainly to inputs or costs, as seen by a brand manager

19-24


MEASURING SOCIAL MEDIA PROGRAM RESULTS

LO4

Performance Measures Linked to Inputs or Costs

• Cost per Action (CPA)

• Cost per Thousand (CPM)

• Cost per Click (CPC)

19-25


MEASURING SOCIAL MEDIA PROGRAM RESULTS

LO4

Performance MeasuresLinked to Outputs or Revenues

• Fans

• Share of Voice

• Page Views

• Visitors

• Unique Visitors

• Average Page Viewsper Visitors

• Interaction Rate

• Click-Through Rate

• Fan Source

19-26


GREENPEACE VS. NESTLÉ’S KIT KAT

LO4

The Background

Greenpeaces’ Actions and Results

Nestle’s Overreaction and Its Effects

19-27


GREENPEACE VS. NESTLÉ’S KIT KAT

LO4

Social Media Lessons for Brand Managers

• Communicate with Key Influencers

• Respond Swiftly

• Communicate through Social Media

• Listen for Feedback to Recover Brand

19-28

THE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPS

THE CONVERGENCE OF REAL & DIGITAL WORLDS

LO5

The Convergence

The Devices

Apps

19-29

MARKETING MATTERSWhat Are Some of Your Other

Favorite Social Networks?

LO5

Plants vs. Zombies

Word Lens

19-30

FIGURE 19-8FIGURE 19-8 An array of diverse elements leads to a convergence of the real and digital worlds that trigger marketing actions

19-31


CONVERGENCE LINKS SOCIAL MEDIA TO MARKETING ACTIONS

LO5

Price-Comparison Searches

Loyalty Programs

Location-Based Promotions

19-32


WHERE TO NOW?

LO5

Personalization of Social Media Connections

Explosion of Devices and Apps

Generation of Advertising Income

Measurement of Social Media ROI

Socially-Networked Communities

19-33


THE GLOBAL REACH OF SOCIAL MEDIA

LO5

Social Media and Global Marketing

Social Media and International Affairs

19-34

AOI MARKETING: USING FACEBOOK TO LAUNCH BITTER GIRLS®

VIDEO CASE 19

19-35

VIDEO CASE 19BITTER 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?

19-36


2. How can social media be usedto drive traffic to the Bitter Girls website?

19-37


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?

19-38


4. (a) How can Bitter Girls find new likes? (b) On what other Facebook Pages should Bitter Girls advertise?

19-39


5. (a) What products besides apparel and mobile phone cases might Bitter Girls license? (b) How can Bitter Girls promote its products through Facebook?

19-40

Blog

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.

19-41

User 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.

19-42

Social Media

Social media consist of online media where users submit comments, photos, and videos—often accompanied bya feedback process to identify “popular” topics.

19-43

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.

19-44

Twitter

Twitter is a website that enables users to send and receive “tweets,” messages up to 140 characters long.

19-45

LinkedIn

LinkedIn is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.

19-46

YouTube

YouTube is a video-sharing website in which users can upload, distribute, view, and comment on videos.

19-47

Apps

Apps are small, downloadable software programs that can run on smartphones and tablet devices.

Technology

Chap019