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Chapter 3
Social and Mobile Marketing
Tools For Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
PowerPoint Slides with Teaching Notes
Additional Teaching Tips
Brief Chapter Outline
The 4E Framework for Social Media
Categories of Social Media
Connect Learning Aids
Learning Objectives
LO 3-1 Describe the 4E framework of social media marketing.
The 4E framework recognizes that marketers must: Excite customers with relevant offers;
LO 3-2 Understand the types of social media.
Users of social media employ them to promote themselves or their products and services. They
LO 3-3 Understand various motivations for using mobile applications and how they are priced.
As mobile users increase in number and diversity, the applications developed to appeal to them
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,
very similar to the process described in Chapter 19.
Extended Chapter Outline With Teaching Tips
I. The 4e Framework For Social Media (PPT slide 3-4)
A. Excite the Customer (PPT slide 3-5)
D. Engage 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?
and Engage the Customer.
2. What social media elements work best for each of the 4Es?
Answer: Best social media elements:
Engage the Customer—blogging and microblogging.
II. Categories Of Social Media (PPT slide 3-10)
A. Social Network Sites (PPT slide 3-11)
1 Facebook
B. Media-Sharing Sites (PPT slide 3-12)
3. YouTube
C. Thought-Sharing Sites (PPT slide 3-13)
6. Blogs
III. Going Mobile and Social (PPT slide 3-14)
A App Pricing Models
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 3-15)
1What are the seven types of customer motivations for using mobile apps?
prepare, need to discover, and need to self-express
2What are the four options to price mobile apps?
purchases.
3What are some of the most popular types of mobile applications?
IV. How Do Firms Engage Their Customers Using Social Media? (PPT slide 3-16)
A. Listening (PPT slide 3-17)
C. How to Do a Social Media Marketing Campaign (PPT slide 3-20)
9. Identify strategy goals
13. Monitor and change
