The 4E framework recognizes that marketers must: Excite customers with relevant offers;
Educate them about the offering; help them Experience products, whether directly or indirectly;
and give them an opportunity to Engage.
LO2 Understand the types of social media.
Users of social media employ them to promote themselves or their products and services. They
do so through three main categories: social networking sites (e.g., Facebook, LinkedIn),
media-sharing sites (e.g., YouTube), and thought-sharing sites (e.g., blogs, Twitter).
LO3 Understand various motivations for using mobile applications and how they are
As mobile users increase in number and diversity, the applications developed to appeal to them
are spreading as well. Although there are well over a million apps, they meet seven basic
customer motivations: for “me time,” socialize, shop, accomplish, prepare, discover, and
self-express. By meeting multiple of these motivations, companies can attract a large amount of
customers. When choosing how to charge for apps, firms have four options: ad-supported,
freemium, paid apps, and paid apps with in-app purchases..
LO4 Recognize and use the components of a social media strategy.
Firms engage with customers through social and mobile media using a three step process. First,
they listen to the customer using techniques like sentiment analysis. Second, they analyze the
data collected in the first step using metrics like the bounce rate, click paths, and conversion
rates. Finally, they use this information to develop tactics to engage their customers in a way
very similar to the process described in Chapter 19.
126.96.36.199.188.8.131.52 Extended Chapter Outline With Teaching Tips
2 The 4e Framework For Social Media (PPT slide 3-4)
2.1Excite the Customer (PPT slide 3-5)
2.2Educate the Customer (PPT slide 3-6)
2.3Experience the Product or Service (PPT slide 3-7)
2.4Engage the Customer (PPT slide 3-8)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 3-9)
1. What are the 4Es?