978-0077729028 Chapter 3 Slides

1.1.1.1.1.1.1.1 Powerpoint Slides With Teaching Notes

Power Point Slide Teaching Notes

3-1: Social and Mobile Marketing

3-2: Learning Objectives These questions are the learning

objectives guiding the chapter and will

be explored in more detail in the

following slides.

3-3: Dell Through Facebook, LinkedIn, Twitter,

and Google +, as well as Dell’s flagship

blog Direct2Dell.com and a host of

other blogs, it has vastly diversified its

marketing channels to target each

different audience.

Ask students how do they think the

vast amounts of information shared

through social media can be used to

create better product offerings for

them?

3-4: The 4E Framework For Social Media This is an overview of the 4E’s which

will be discussed in greater depth.

Ask students to choose a product and

ask them to describe the 4E’s for this

product.

3-5: Excite the Customer To excite customers, an offer must be

relevant to its targeted customer.

Relevancy can be achieved by

providing personalized offers, which

are determined through insights and

information obtained from customer

relationship management and/or loyalty

programs.

Ask students what do social networks

like Facebook or Google+ do to excite

them. How is it important to them?

3-6: Educate the Customer Marketers must take advantage of the

opportunity to educate potential

customers about its value proposition

and communicate the offered benefits.

Social media marketing needs to be

well designed to ensure that this

happens.

3-7: Experience the Product or Service One of a website’s most useful

contributions may be the vivid

information it provides about a firm’s

goods and services – how they work,

how to use them, and where they can be

obtained.

Ask students how often do the use

YouTube to find demonstrations of how

to use products or services?

3-8: Engage the Customer By encouraging the use of social media

tools such as blogging and

micro-blogging, firms ensure that

customers actively engage with the

firm’s products, services, and their own

social networks.

Positively engaged consumers tend to

be more profitable consumers,

purchasing 20 to 40 percent more than

less engaged customers.

Dave Carroll, a traveling musician

whose guitar was roughly handled by

United baggage handlers, was also

closely engaged (in a negative manner)

with the company and other users.

3-9: CHECK YOURSELF 1. Excite the Customer, Educate the

Customer, Experience the Product

or Service, Engage the Customer.

2. Best social media elements:

a. Excite the Customer – social

networks like Facebook and

Google +

b. Educate the Customer – blogs

and blogging tools (e.g.,

wordpress and twitter), HubSpot

(all-in-one marketing software),

YouTube and Google +,

c. Experience the Product or

Service – YouTube, blogs and

retailer’s website,

d. Engage the Customer – blogging

and micro-blogging.

3-10: Categories of Social Media The audience for marketers could be

bigger on social media sites than

through other, more traditional forms of

media.

Ask students are all your real-life

friends your online friends too?

Ask students do they actually know all

the friends registered on their online

sites?

3-11: Social Network Sites People can interact with friends (e.g.,

Facebook) or business acquaintances

(e.g., LinkedIn).

Although the amount of time people

spend on such sites varies, research

indicates they are widely used, between

one and four hours every day

3-12: Media – Sharing Sites Media-sharing sites explicitly rely on

the capability of the WWW to connect

people more easily and in more ways

than have ever.

By using media–sharing sites, users are

able to share content they have

generated, from videos on YouTube to

pictures on Flickr.

HSN marketers can use the information

gathered from YouTube to target its

direct mail campaigns.

3-13: Thought – Sharing Sites As the name implies, a microblog

differs from a traditional blog in size –

short sentences, short videos, or

individual images.

Twitter provides another option for

companies to educate their customers

by providing corporate and product

information and to engage them by

providing a platform for two-way

communications.

Ask students would you like to receive

a targeted promotion each day based on

where you are checking in on

Foursquare and what you are tweeting?

Ask students why is LocalResponse

leveraging Twitter so well?

3-14: Going Mobile and Social More than 100 million people that have

smartphones in the U.S., approximately

half of them make purchases on these

devices.

Thus, mobile marketing is significant

and growing.

There are seven primary needs that

apps meet.

3-15: CHECK YOURSELF 1. Need for me time, need to socialize,

need to shop, need to accomplish,

need to prepare, need to discover,

and need to self-express

2. Ad-supported apps, freemium apps,

paid apps, and paid apps with

in-app purchases.

3. Navigation, productivity, books,

education, news, entertainment,

music, newsstand, social

networking, and games

3-16: How do firms engage their customers using

social media?

It is important to determine how firms

should go about engaging customers

through social and mobile media.

There is a three-stage process that states

that firms should listen to what

customers have to say, analyze the

information available through various

touch points, and finally implement (or

do) social media tactics to excite

customers.

3-17: Listening Scouring millions of sites with

sentiment analysis techniques provides

new insights into what consumers really

think.

Ask students what do they think

marketers can discover about their

attitudes and preferences if they search

their personal social media sites?

3-18: Analyzing There are three main categories of

analysis used for understanding data

collected from social media:

1. Determine the amount of traffic

using their sites, visiting blogs or

tweeting

2. Learn who the visitors are, what

they are doing, and what engages

and excites them

3. Analyze data that comes from other

sites

3-19: Analytics Google Analytics track the elements

that are shown in Exhibit 3.8 and it is

highly customizable.

3-20: How to Do a Social Media Marketing

Campaign

A well-developed marketing strategy

involves a host of social and mobile

tools, working in conjunction with the

firm’s traditional IMC tactics, to move

the consumer up the purchase decision

hierarchy from awareness to purchase

to loyalty.

These are the steps involved in

developing and implementing a

Facebook marketing campaign.

3-21: Example Facebook Targeting Choices Facebook enables the marketer to

perform targeting that is based on

location, language, education, gender,

profession, age, relationship status,

likes/dislikes, and friends or

connections.

The marketer wants to target a

sufficient audience that is fine-tuned

and does not unnecessarily appeal to

consumers too far away for the target

audience.