978-1259709074 Chapter 3 Part 2

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Chapter 3 – Social and Mobile Marketing Marketing 6th

McGraw-Hill Education.

3 How should Red Bull assess the effectiveness of these campaigns? Describe how it should

respond to insights gained by this assessment.

Red Bull can use sentiment analysis to assess the favorableness or unfavorableness of the sentiments

expressed by consumers. Sentiment analysis will allow the company to analyze data from social media

sources to collect consumer comments about companies and their products. The data can then be

In addition, Red Bull can:

• Determine amount of traffic through measuring hits, visits to a particular site or page, unique

visitors to the site, and page views.

• Measure the bounce rate, which refers to the percentage of times a visitor leaves the site almost

immediately, such as after viewing only one page.

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, helping them

Experience products, whether directly or indirectly, and giving them an opportunity to Engage with their

social network.

Ninety-seven 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.

Chapter 3 – Social and Mobile Marketing Marketing 6th

McGraw-Hill Education.

Connect Activities

Activity

Type

Learning Objectives 03–

Dell: Successfully Using Social Media

Case Analysis

Types of Social Media

Click & Drag

Healthymagination: How GE is Using Social

Media

Video Case

Spirit Airlines: The Hate Thousand Miles

Campaign

Video Case

Images, Sales, Brands: How Red Bill Uses

Social Media

Case Analysis

Social/Mobile/Online: SBC

Video Case

ISeeIt Video Case: Social Media Metrics

Video Case

Dell: Successfully Using Social Media

▪ Activity Type: Case Analysis

▪ Learning Objectives: 03-01, 03-03, 03-05

▪ Difficulty: Hard

▪ Activity Summary: This case discusses Dell’s social media efforts, after which students answer

questions applying chapter concepts to the case.

Activity

▪ Introduction: From its start in 1984, Michael Dell had a vision to put customer relationships at the

forefront of Dell’s business model. He used a simple mantra: “Be direct.” By the early 2000s, Dell had

changed its interaction with customers by making a major commitment to social media. Dell was one

of the first corporate social media adopters and is now a leader in the use of social media to

transform company performance. With a corporate culture that fully embraces social media

connectivity, Dell is leveraging powerful interactions with consumers to improve products and

services, retain loyal customers, and increase revenues.

▪ Concept Review: Through social media connections, marketers and customers share information of

all forms—from their thoughts about products or images to uploaded pictures, music, and videos. The

changes in social, mobile, and online technologies have transformed how marketers communicate

with their customers. Marketers now think about the objectives of marketing communications using

the 4E framework: excite customers, educate them, help them experience the product, and allow

them to engage with their social network. Marketers rely on three general categories of social media:

social networking sites, media-sharing sites, and thought-sharing sites. More recently, opportunities

have arisen in the area of mobile marketing. To be successful in their social media strategies,

marketers must engage their customers. Social media engagement is a three-step process that

involves listening to what customers have to say, analyzing the information available through various

touch points, and finally implementing (or doing) social media tactics to excite customers.

Chapter 3 – Social and Mobile Marketing Marketing 6th

McGraw-Hill Education.

Follow-Up Activity

Review Dell’s corporate social media site (http://www.dell.com/learn/us/en/uscorp1/corp-comm/dell-

social-media), and follow the links to some of the individual sites. Find examples of the 4Es in their

various activities.

Types of Social Media

▪ Activity Type: Click & Drag

▪ Learning Objectives: 03-03, 03-04

▪ Difficulty: Medium

▪ Activity Summary: In this activity, students match descriptions of social media needs to different

social media tools.

Activity

▪ Introduction: The term social media refers to content distributed through social interactions. These

media use various firms that offer services or tools to help consumers and firms build connections.

Through these connections, marketers share information of all forms with their customers and can

have customers connect and interact with each other. Since their infancy in the late 1990s, social

media have now entered the entrepreneurial era. Now, companies work to find ways to earn profits

from the ways that consumers use and enjoy social media. In the quickly changing realms of social,

mobile, and online technologies, firms have been forced to change how they communicate with their

customers. Marketers are becoming increasingly aware of the importance of using these technologies

effectively to be successful in their marketing efforts. The following activity explores the different types

of social media and their uses.

▪ Concept Review: There are three main categories of social media. First are social networking sites.

Facebook and LinkedIn are two well-known examples of these. Social networking sites are an

excellent way for marketers to create excitement (the first E in the 4E framework of social media).

People use social networking sites differently based on their motives and habits. The second type of

social media is media-sharing sites such as YouTube and Flickr. These sites enable users to share

their own generated content (videos, photographs, etc.) with other users. They also allow marketers

to illustrate how customers experience their products and services and encourage engagement with

the firm. The third category of social media is thought-sharing sites, commonly known as blogs. There

are different types of blogs, and they are particularly effective at educating and engaging users. An

important trend is the number of people who access social media through their mobile devices. The

mobile market is significant and growing. Mobile marketing is especially useful to generate excitement

among users at the time of sale through mobile applications (i.e., apps).

Healthyimagination: How GE Is Using Social Media

▪ Activity Type: Video Case

▪ Learning Objectives: 3-01, 3-03, 3-05

▪ Difficulty: Medium

Chapter 3 – Social and Mobile Marketing Marketing 6th

McGraw-Hill Education.

▪ Activity Summary: This video case explores GE’s social media strategy for its health–related

products. Questions related to the case are embedded in the video. After the video ends, students

are asked questions about the video and related course concepts.

Activity

▪ Introduction: Consumers today want to make healthier choices but do not always know how. The

amount of available information is overwhelming. To help consumers manage their health and make

better decisions, GE launched the social media campaign called Healthymagination.

Healthymagination uses different types of social media to allow GE, consumers, patients, and doctors

to gather, share, and discuss healthy ideas. Watch the following video to see how GE is using social

media to help people connect and become healthier together.

▪ Concept Review: Social media have given marketers new opportunities to excite consumers,

educate them, help them experience their market offering, and ultimately engage them. Different

types of social media allow marketers and customers to connect with each other in a two-way

dialogue. Social media also give customers the ability to build connections with and influence each

other. A social media campaign is a three-step process. First, firms use social media to interact with

and listen to customers. Then firms use various metrics and tools to analyze the data. And last, this

information is used to develop tactics to further engage customers.

▪ Video: The video is presented to the student below the introductory information. The video plays

embedded on the page, after which questions are presented.

Follow-Up Activity

Visit the GE Healthymagination website (http://www.healthymagination.com/). Evaluate the content; how

engaging is it, and how could GE make it more engaging? How can potential customers learn about the

site?

Spirit Airlines: The Hate Thousand Miles Campaign

▪ Activity Type: Video Case

▪ Learning Objectives: 3-01, 3-03, 3-05

▪ Difficulty: Medium

▪ Activity Summary: In an unusual move, Spirit Airlines acknowledged that many consumers hate air

travel, both on Spirit and on other airlines, and encouraged them to “share the hate.” This video case

explores Spirit’s campaign. After the video ends, students are asked questions about the video and

related course concepts.

Activity

▪ Introduction: Spirit’s ultra-low-cost carrier pricing model isn’t for everyone, and the airline knows

that. One weakness of its strategy is that its pricing model is unfamiliar to U.S. air travelers, which can

lead to unpleasant surprises when consumers have to pay fees in addition to the basic fare. To

address this issue, Spirit created the “Hate Thousand Miles” social media campaign, awarding

customers 8,000 miles in Spirit’s frequent flyer program in return for sharing what they hate about air

travel, whether on Spirit or on other airlines.

Chapter 3 – Social and Mobile Marketing Marketing 6th

McGraw-Hill Education.

▪ Video: The video is presented to the student below the introductory information. The video plays

embedded on the page, after which questions are presented.

Follow-Up Activity

▪ In small groups, have students discuss: How, besides the “State of Hate” report, could Spirit use the

collected data to grow the company?

o The video mentions that when consumers create a frequent flyer account with Spirit in order to

receive the 8,000 miles, Spirit obtains personal information that can be used to encourage those

consumers to fly with Spirit, or to use Spirit more often. In addition, the company is learning

something about what its own customers, as well as those of other airlines, dislike about air

travel, which might help in future decision making. Finally, Spirit could choose to follow up on

some individual complaints from its own customers, which could win back customers or even help

to build some loyalty.

Images, Sales, Brands: How Red Bull Uses Social Media

▪ Activity Type: Case Analysis

▪ Learning Objectives: 03-01, 03-03, 03-04, 03-05

▪ Difficulty: Medium

▪ Activity Summary: After reading a case describing social media tactics used by Red Bull, students

answer questions requiring them to apply frameworks from the chapter to analyze Red Bull’s social

media strategy.

Activity

▪ Introduction: Red Bull uses social media in several ways that help to enhance its exciting, edgy

brand image. This activity is important because all marketers must be able to identify opportunities to

leverage social media effectively as part of a marketing plan.

Social/Mobile/Online: SBC

▪ Activity Type: Video Case

▪ Learning Objectives: 03-02, 03-03, 03–05

▪ Difficulty: Hard

▪ Activity Summary: Students view a video describing SBC’s social media program, which is focused

on serving particular niches of cycling enthusiasts. Following the video, students are asked questions

applying chapter concepts to SBC’s program.

Chapter 3 – Social and Mobile Marketing Marketing 6th

McGraw-Hill Education.

Activity

▪ Introduction: Specialized Bicycle Components, Inc. (SBC) caters to the cycling enthusiast. The

company uses social media in a variety of ways, seeking to engage riders interested in various

aspects of biking. This video explains SBC’s philosophy for social media use, and offers several

examples. This activity is important because effective use of social media is crucial in today’s world,

allowing a brand to express its image and values, and allowing interaction with customers. The goal

of this exercise is to test your understanding of social media frameworks by applying them to the SBC

examples.

▪ Video: The video is presented to the student below the introductory information. The video plays

embedded on the page, after which questions are presented.

Follow-Up Activity

Students may be unfamiliar with the term “microsite” used in the video. Visit SBC’s website and look at

the “Stories” section; this is what the SBC social media manager is talking about. Note how stories are

provided about various professional cyclists, along with engaging photos. Discuss the value provided by

this kind of information, which isn’t specific to SBC.

ISeeIt Video Case: Social Media Metrics

▪ Activity Type: Video Case

▪ Learning Objectives: 3-03, 3-05

▪ Difficulty: Medium

▪ Activity Summary: This video case emphasizes the importance of using metrics to evaluate social

media offerings.

Activity

▪ Introduction: Social media represents a unique blending of technology and social interaction to

create personal value for users of these platforms. This growing medium represents a challenging

online environment that businesses can use to make meaningful connections with customers. But in

order to be effective, organizations must use the availability of analytics and performance information

to keep customers engaged. Take for instance the student organizations Green Team and Young

Explorers. As they both try to learn about students’ interests through page views, click paths and

conversation rates, the data the clubs are collecting needs to be analyzed so they can create tactics

that create value for potential club members such as Gabbie. While Green Team is very savvy in its

social media techniques, it is not as successful as the Young Explorers. Instead of focusing on the

channels used, Young Explorers uses collected data to create a campaign that engages, connects,

and keeps potential members clicking.

▪ Video: The video is presented to the student below the introductory information. The video plays

embedded on the page, after which questions are presented.