Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
PowerPoint Slides With Teaching Notes
PowerPoint Slide Teaching Notes
3-1: Social and Mobile Marketing
3-2: Social and Mobile Marketing These questions are the learning objectives
guiding the chapter and will be explored in more
detail in the following slides.
3-3: Gatorade Gatorade’s Chicago headquarters houses its
Social Media Mission Control Center, which
hosts massive monitors that track social media
referring to Gatorade and its competitors.
Ask students: How do you 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 4Es which will be
discussed in greater depth.
Ask students to choose a product and ask them
to describe the 4Es 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 they 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 microblogging, 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, and
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
microblogging.
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 you 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, for 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 Of the 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 you think marketers can
discover about consumers’ 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 tracks the elements that are
shown in Exhibit 3.7 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.
Additional Teaching Tips
This chapter explores how social and mobile marketing have revolutionized how companies
communicate with, listen to, and learn from their customers. Listening and analysis—or social
media monitoring—is key, enabling companies to identify salient customer input and trends.
Students will be familiar with the latest software and hardware. This will generate a good deal of
interest. It is important to teach students that social media is becoming an integral component of
any integrated marketing communications strategy.
The changing role of traditional media, sales promotions, and retail, coupled with the new media
of social, mobile, and online, has led to a different way of thinking about the objectives of
marketing communications using the 4E framework. It is important that instructors stress that the
framework includes: Exciting customers with relevant offers, Educating them about the offering,
help them Experience products, whether directly or indirectly, and giving them an opportunity to
Engage with their social network.
97 percent of consumers access social media through their computers, 37 percent access these
media via their mobile phones, 3 percent through iPads, and 2 percent through e-readers.
Students need to understand that these numbers are constantly changing. Importantly, of the
more than 100 million people that have smartphones in the U.S., approximately half of them
make purchases on these devices.
