Chapter 3 – Social and Mobile Marketing Marketing 6th
Chapter 3
Social and Mobile Marketing
Tools for Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
Answers to End of Chapter Learning Aids
Chapter Case Study
Additional Teaching Tips
Connect Activities
Brief Chapter Outline
The 4E Framework for Social Media
The Wheel of Social Media Engagement
Categories of Social Media
Going Mobile and Social
How Do Firms Engage Their Customers Using Social Media?
End of Chapter Learning Aids
Chapter Case Study: Images, Sales, Brands: How Red Bull Uses Various Social Media Techniques to
Achieve All Its Objectives
Learning Objectives
LO3-1 Describe the 4E framework of social media marketing.
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.
LO3-2 Understand the drivers of social media engagement.
The Wheel of Social Media Engagement highlights five factors that focus on the uniqueness of social
media in driving engagement. The five spokes of the wheel are: the information effect, connected effect,
the network effect, the dynamic effect, and the timeliness effect.
LO3-3 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).
LO3-4 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 are
spreading as well. Although there are well over a million apps, they meet seven basic customer
motivations: for “me time,” and to socialize, shop, accomplish, prepare, discover, and self-express. By
meeting a multiple of these motivations, companies can attract large numbers of customers. When
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Chapter 3 – Social and Mobile Marketing Marketing 6th
choosing how to charge for apps, firms have four options: ad-supported, freemium, paid apps, and paid
apps with in-app purchases.
LO3-5 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 18.
Extended Chapter Outline with Teaching Tips
I. The 4E Framework for Social Media
A. Excite the Customer
B. Educate the Customer
C. Experience the Product or Service
D. Engage the Customer
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are the 4Es?
Answer: Excite the Customer, Educate the Customer, Experience the Product or Service, and
Engage the Customer.
2. What social media elements work best for each of the 4Es?
Answer: Best social media elements:
Excite the Customer—social networks like Facebook and Google +
Educate the Customer—blogs and blogging tools (e.g., WordPress and Twitter), HubSpot
(all-in-one marketing software), YouTube, and Google +
Experience the Product or Service—YouTube, blogs, and retailer’s website
Engage the Customer—blogging and microblogging
II. The Wheel of Social Media Engagement
A. The Information Effect
B. The Connected Effect
C. The Network Effect
D. The Dynamic Effect
E. The Timeliness Effect
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
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Chapter 3 – Social and Mobile Marketing Marketing 6th
1What are the five drivers of social media engagement described in the Wheel of Social Media
Engagement?
Answer: the information effect, the connected effect, the network effect, the dynamic effect, and
the timeliness effect
III. Categories of Social Media
A. Social Network Sites
1 Facebook
1. LinkedIn
2. Google +
B. Media-Sharing Sites
3. YouTube
4. Instagram
5. Flickr and Other Photo Sites
C. Thought-Sharing Sites
6. Blogs
7. Microblogs
IV. Going Mobile and Social
B App Pricing Model
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1 What are the seven types of customer motivations for using mobile apps?
Answer: 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 What are the four options to price mobile apps?
Answer: ad-supported apps, freemium apps, paid apps, and paid apps with in-app purchases
3 What are some of the most popular types of mobile applications?
Answer: navigation, productivity, books, education, news, entertainment, music, newsstand,
social networking, and games
V. How Do Firms Engage Their Customers Using Social Media?
A. Listen
B. Analyze
C. Do
8. Identify strategy goals
9. Identify target audience
10. Develop the campaign: experiment and engage
11. Develop the budget
12. Monitor and change
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