Chapter 3 – Social and Mobile Marketing Marketing 6th
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
1
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
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
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
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
Chapter 3 – Social and Mobile Marketing Marketing 6th
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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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
Chapter 18.
Extended Chapter Outline with Teaching Tips
I. The 4E Framework for Social Media
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
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 +
II. The Wheel of Social Media Engagement
A. The Information Effect
B. The Connected Effect
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
Chapter 3 – Social and Mobile Marketing Marketing 6th
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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Answers to End of Chapter Learning Aids
Marketing Digitally
1 Go to http://www.facebook.com/business and learn about how to build pages, ads, and
sponsored stories and how to take advantage of mobile applications. What are some of the
steps that Facebook suggests a person consider when using ads for marketing?
Facebook outlines a step–by-step process for customers using Facebook ads. The steps are: 1– Decide
2 Go to Hubspot.com and check out its top case studies. How do these case studies provide
insights into how listening and analytics can help firms improve their social media marketing?
The different case studies highlight the results of the HubSpot services. HubSpot provides tools for social
media marketing, content management, web analytics, landing pages, and search engine optimization.
The HubSpot suite of online tools has three primary applications: content management tools for creating
3 Learn about Coca-Cola’s “#shareacoke” social media campaign on YouTube
(https://www.youtube.com/watch?v=5l0cCyElfgg). Which of the 4E components does this
campaign leverage?
Coca-Cola is attempting to help customers experience products, whether directly or indirectly. They are
allowing users to participate in a casual social network. YouTube can come relatively close to simulating
real, rather than virtual, experiences.
4 A student who graduates with a marketing degree likely has a good foundation for jobs that
utilize social media. Go to Monster.com and search for jobs in your area, using the keyword
“social media.” Would you be interested in pursuing one or more of these positions? Why or
why not?
Student answers will vary.
Marketing Applications
1 Examine Under Armour’s social media strategy using the 4E framework.
The 4Es are: excite customers with relevant offers, educate them about the offering, help them
Chapter 3 – Social and Mobile Marketing Marketing 6th
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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Under Armour uses social media to excite customers about new products and unique product offerings.
To educate customers, Under Armour offers online support forums that give customers immediate
2 Using the components of the 4E framework, outline how an entrepreneur marketing low-sugar
candy might apply it to their marketing mix efforts.
An entrepreneur marketing low-sugar candy probably has a limited promotional budget and should use
social media to interact with customers. The candy manufacturer should use the 4Es to support his/her
marketing efforts.
unique ingredients or production practices the manufacturer uses.
3 Suppose an herbal tea company introduced a new product called Mint-Enhanced Tea—a mint
and lemon herbal tea. How should it go about creating excitement using various social and
mobile media tools?
Student answers may vary. The herbal tea company could use social media to alert customers about
product launch events to create excitement about the product. The herbal tea company could also use
4 If you were marketing a new running shoe, what sort of mobile applications might enhance
your marketing efforts?
Students will have a variety of answers. A new sneaker company could look at the mobile applications of
and use the sneaker.
5 Assume you work for a large consumer packaged-goods firm that has discovered that its
latest line of snack foods is moving very slowly off store shelves. Recommend a strategy for
listening to what consumers are saying on blogs, review sites, and the firm’s website.
Describe how your strategy might provide insights into consumers’ sentiments about the new
product line.
The CPG (consumer-packaged goods) firm should use an analytics tool to track its online presence, like
HubSpot. These analytics can track online comments and categorize them, making them easy for the
Chapter 3 – Social and Mobile Marketing Marketing 6th
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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6 As an intern for Starbucks, you have been asked to develop a social media campaign for a
new latte. The objective of the campaign is to increase awareness and trial of this new line.
Use the listen-analyze-do framework to outline a new campaign.
Student answers will vary. When trying to increase awareness about a product, Starbucks should use
thought-sharing sights to educate customers about the product and encourage customer dialogue about
the new product. Starbucks should also use social networking sites and mobile applications to excite
customers about the new latte.
Listen—Starbucks can use sentiment analysis to analyze the content found on sites like Facebook,
Twitter, and online blogs and reviews to assess the favorableness or unfavorableness of the feelings
7 You were just hired by a company that wants to produce apps that help people become
healthier by exercising, eating well, and reducing stress. On which customer motivations
would you recommend the company focus? Describe the app you would design, the customer
motivations it meets, and why your app is the right design for your potential customers.
Students will respond with many different types of apps using the following customer motivations:
• Creators, those hip, cool contributors, sit at the cutting edge and plan to stay there. Social media
give them new ways to post and share their creative, clever ideas.
• Bonders are social butterflies who use social media to enhance and expand their relationships,
8 The company loves the idea for the app you suggested in the previous question, but is
concerned about how it will make money on the app. Suggest a pricing model for the app and
discuss why this model will maximize profits.
There are four basic ways of generating revenue from apps:
• Ad-supported apps are free to download, but place ads on the screen when using the program to
generate revenue.
Chapter 3 – Social and Mobile Marketing Marketing 6th
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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Quiz Yourself
1 Through its Facebook page, a major restaurant chain is offering its customers a Groupon coupon for
50 percent off the purchase of a meal. In doing so, the restaurant is focusing on which aspect of the
4E framework?
a. educating
b. enlightening
c. experiencing
d. employing
e. exciting
2 To get customers excited about a social media–related offer, the offer must be:
a. innovative and substantial.
b. timely and aimed at a broad-based audience.
c. relevant and aimed at a target audience.
d. isolated and trendy.
e. general and unique.
Chapter Case Study: Images, Sales, Brands: How Red Bull Uses Various Social
Media Techniques to Achieve All Its Objectives
1 What social and mobile media tools is Red Bull using?
The Red Bull Stratos project
• A video taken from the camera mounted on Baumgartner’s helmet targeted extreme sports
fanatics on its YouTube channel.
New York Red Bull MLS team sponsorship
• Twitter meme as amateur photo editors placed a photo of a player against various background.
• Posted the photo to its website and encouraged fans to vote for it as their favorite shot of the
season.
2 Evaluate Red Bull’s social media marketing strategy using the 4E framework.
Red bull is using its social media marketing strategy to accomplish the following: excite customers with