Chapter 18 ♦ Social Media and Marketing 1
CHAPTER 18 Social Media and Marketing
This chapter begins with the learning outcome summaries, followed by a set of lesson plans for you to use to
deliver the content in Chapter 18.
• Lecture (for large sections) on page 3
• Company Clips (video) on page 4
• Group Work (for smaller sections) on page 5
Review and Assignments begin on page 6
Review questions
Application questions
Application exercise
Ethics exercise
Video assignment
Case assignment
We’ve also created integrated cases that cover the topics in Chapters 15 through 18.
• Yellow Tail on page 16
• Boston Blazers on page 20
2 Chapter 18 ♦ Social Media and Marketing
LEARNING OUTCOMES
18-1 Describe social media, how they are used, and their relation to integrated marketing
communications
Social media, commonly thought of as digital technology, offer a way for marketers to communicate one-on-one with
consumers and measure the effects of those interactions. Social media include social networks, microblogs, and media
sharing sites, all of which are used by the majority of adults. Smartphones and tablet computers have given consumers
greater freedom to access social media on the go, which is likely to increase usage of social media sites. Many
advertising budgets are allotting more money to online marketing, including social media, mobile marketing, and search
marketing.
18-2 Explain how to create a social media campaign
A social media campaign should take advantage of the three media categories: owned media, earned media, and paid
media. To use these types of media in a social media campaign, first implement an effective listening system. Marketers
can interact with negative feedback, make changes, and effectively manage their online presence. Paying attention to the
ways that competing brands attract and engage with their customers can be particularly enlightening for both small
businesses and global brands. Second, develop a list of objectives that reflects how social media dynamically
communicate with customers and build relationships.
18-3 Evaluate the various methods of measurement for social media
Hundreds of metrics have been developed to measure social media’s value, but these metrics are meaningless unless they
are tied to key performance indicators. Measurement is an important area within social media. Three primary areas
include social media measurement that determine the ROI of various tools; public relations measurement that attempts to
quantify the impact of social media on traditional press coverage and other elements of PR; and social media monitoring,
which are tools used for customer service improvement, brand management, and prospecting.
18-4 Explain consumer behavior on social media
To effectively leverage social media, marketers must understand who uses social media and how they use it. If a brand’s
target market does not use social media, a social media campaign might not be useful. There are six categories of social
media users: creators, critics, collectors, joiners, spectators, and inactives. A new category is emerging called
“conversationalists,” who post status updates on social networking sites or microblogs.
18-5 Describe the social media tools in a marketer’s toolbox and how they are useful
A marketer has many tools to implement a social media campaign. However, new tools emerge daily, so these resources
will change rapidly. Some of the strongest social media platforms are blogs, microblogs, social networks, media creation
and sharing sites, social news sites, location-based social networking sites, and virtual worlds and online gaming. Blogs
allows marketers to create content in the form of posts, which ideally build trust and a sense of authenticity in customers.
Microblogs, like Twitter, allow brands to follow, retweet, respond to potential customers’ tweets, and tweet content that
inspires customers to engage the brand, laying a foundation for meaningful two-way conversation. Social networks allow
marketers to increase awareness, target audiences, promote products, forge relationships, attract event participants,
perform research, and generate new business. Media sharing sites give brands an interactive channel to disseminate
content. Social news sites are useful to marketers to promote campaigns, create conversations, and build Web site traffic.
Location-based social networking sites can forge lasting relationships and loyalty in customers. Review sites allow
marketers to respond to customer reviews and comments about their brand. Online and mobile gaming are fertile grounds
for branded content and advertising.
18-6 Describe the impact of mobile technology on social media
The mobile platform is such an effective marketing tool—especially when targeting a younger audience. There are six
reasons for the popularity of mobile marketing: (1) mobile platforms are standardized, (2) fewer consumers are
concerned about privacy and pricing policies, (3) advertising can be done in real time, (4) mobile marketing is
measurable, (5) in–store notification technology such as Apple’s iBeacon can send promotional messages based on real–
time interactions with customers, and (6) there is a higher response rate than with traditional advertising. Because of the
rapid growth of smartphones, well-branded, integrated apps allow marketers to create buzz and generate customer
engagement. Widgets allow customers to post a company’s information to its site, are less expensive than apps, and
broaden that company’s exposure.
Chapter 18 ♦ Social Media and Marketing 3
18-7 Understand the aspects of developing a social media plan
The social media plan should fit into the overall marketing plan and help marketers meet the organization’s larger goals.
There are six stages in creating an effective social media plan: (1) listening, (2) setting social media objectives, (3)
defining strategies, (4) identifying the target audience, (5) selecting the appropriate tools and platforms, and (6)
implementing and monitoring the strategy, Listening and revising the social media plan to accommodate changing
market trends and needs is key to an effective social media plan.
TERMS
blog
media sharing sites
social commerce
corporate blogs
microblogs
social media
crowdsourcing
noncorporate blogs
social media monitoring
location-based social networking sites
review sites
social networking sites
social news sites
LESSON PLAN FOR LECTURE
Brief Outline and Suggested PowerPoint Slides:
Learning Outcomes and Topics
PowerPoint Slides
LO1 Describe social media, how they are used, and
their relation to integrated marketing
communications
18-1 What Are Social Media?
1: Social Media and Marketing
2: Learning Outcomes
3: Learning Outcomes
4: What Are Social Media?
5: What Are Social Media?
6: Social Media Tools and Platforms
7: Social Media and Consumers
8: How Consumers Use Social Media
9: Social Commerce
10: Social Marketing and Integrated Marketing
Communications
LO2 Explain how to create a social media campaign
18-2 Creating and Leveraging a Social Media
Campaign
11: Creating and Leveraging a Social Media Campaign
12: Categorizing Media Types
13: Leveraging Different Types of Media
14: The Listening System
15: Social Media Objectives
LO3 Evaluate the various methods of measurement for
social media
18-3 Evaluation and Measurement of Social
Media
16: Evaluation and Measurement of Social Media
17: Social Media Metrics
LO4 Explain consumer behavior on social media
18-4 Social Behavior of Consumers
18: Social Behaviors of Consumers
19: Categories of Social Media Users
20: Categories of Social Media Users
4 Chapter 18 ♦ Social Media and Marketing
LO5 Describe the social media tools in a marketer’s
toolbox and how they are useful
18-5 Social Media Tools: Consumer– and
Corporate-Generated Content
21: Social Media Tools: Consumer– and Corporate-
Generated Content
22: Social Media Tools
23: Blogs
24: Microblogs
25: Social Networks
26: Exhibit 18.1: Facebook Lingo
27: Media Sharing Sites
28: Social News Sites
29: Location-Based Social Networking Sites
30: Review Sites
31: Virtual Worlds and Online Gaming
LO6 Describe the impact of mobile technology on
social media
18-6 Social Media and Mobile Technology
32: Social Media and Mobile Technology
33: Mobile and Smartphone Technology
34: Reasons for Mobile Marketing Popularity
35: Common Mobile Marketing Tools
36: Apps and Widgets
37: Apps and Widgets
LO7 Understand the aspects of developing a social
media plan
18-7 The Social Media Plan
38: The Social Media Plan
39: The Social Media Plan
40: The Changing World of Social Media
41: Chapter 18 Video
42: Part 5 Video
Suggested Homework:
• The end of this chapter contains an assignment on the Zappos video and the Kickstarter case.
• This chapter’s online study tools include flashcards, visual summaries, practice quizzes, and other resources that can
be assigned or used as the basis for longer investigations into marketing.
LESSON PLAN FOR VIDEO
Company Clip:
Segment Summary: Zappos
Zappos, a large online retailer, has a vibrant culture focused on customer service. The company uses social media to help
customers and interact with them personally. Part of each customer reaction involves taking the time to demonstrate
individual personality and the Zappos culture, all of which make Zappos one of the top in customer service.
These teaching notes can be assigned for students to prepare before class, in class before watching the video, during class
while watching the video, or after students have watched the video.
During the viewing portion of the teaching notes, stop the video periodically where appropriate to ask students the
questions or perform the activities listed on the grid. You may even want to give the students the questions before
starting the video and have them think about the answer while viewing the segment. That way, students will be engaged
in active rather than passive viewing.
Chapter 18 ♦ Social Media and Marketing 5
PRE-CLASS PREP FOR YOU:
PRE-CLASS PREP FOR YOUR STUDENTS:
• Preview the video segment for Chapter 18. This
exercise reviews concepts for LO6.
• Review your lesson plan.
• Make sure you have all of the equipment needed to
show the video to the class, including the DVD and a
way to project the video.
• You can also stream the video HERE
• Have students familiarize themselves with the
following terms and concepts: mobile technology,
consumer protection and privacy, and marketing to
children.
• Review a variety of online retailers, including Zappos,
and other favorite sites.
VIDEO REVIEW EXERCISE
ACTIVITY
Warm Up
Begin by asking your students the following questions:
• “How many purchases do you make online in one year?”
• “Do you make an equal number of purchases at local establishments?”
• “Why do you choose one over the other?”
[For students who raise their hands to the last question, push them to answer why.]
In-class
Preview
• Segue into a lecture that centers around these questions: “How does technology change consumer
behavior? and “What does this mean for Marketing””
• Review the negatives and benefits of social media and what it means to local businesses and
national businesses.
• Review the Company Clips questions below with students. They should be prepared to answer
them after viewing the video.
Viewing
(Solutions
below.)
1. What is Zappos’ social media marketing plan?
2. Is Zappos’ customer service social media owned, paid, or earned media? Explain.
Follow-up
• Spark a debate in class by asking students to respond to the following statement: “Parents should
screen cell phone usage of all minor children.”
• Have students use the Internet or Yellow Pages to identify a cell phone retail store, such as those
mentioned in the video. Students should then e-mail or call the company and ask the manager or
sales personnel to describe the level of sales to young children and parents of young children. Ask
students to be prepared to share their research at the next class meeting.
Solutions for Viewing Activities:
1. What is Zappos’ social media marketing plan?
2. Is Zappos’ customer service social media owned, paid, or earned media? Explain.
LESSON PLAN FOR GROUP WORK
The group activity should be completed after some chapter content has been covered, probably in the second or third
session of the chapter coverage. For the activity listed below, divide the class into small groups of four or five people.
Provide the information and the questions asked by the class activity.
Group Activity – Corporate Social Networking
Companies are increasingly using social networking sites such as Facebook and Twitter as part of ongoing business
practices. The outcome of this exercise is to get students to understand the impact of corporate social networking.
Divide the class into groups of four or five students. Each group should identify one company that engages in corporate
social networking. Students are encouraged to select companies with social networking sites that they have personally
used in the past. The company may be public or private, for-profit or non-profit, and provide products or services. Once a
company has been identified, groups should work to answer each of the following questions in writing:
1. What social media Web site(s) does the company utilize?
2. Who is the company’s target market? Does the company do a good job of targeting these individuals through its
social networking site? Why or why not?
3. Compare the company’s social networking site with its official Web site. How does the content and language
differ between the two sites?
4. Social media objectives are listed in Chapter 18 in section 18–2b. Identify the company’s primary social media
objectives based on actual communications on its social networking site. Be sure to provide examples.
5. Describe the promotional methods that the company uses to market products or services on its social
networking site.
6. What do you recommend that the company do to stay on top of current social media trends?
After each group is finished, have them share their ideas with the class.
REVIEW AND ASSIGNMENTS FOR CHAPTER 18
REVIEW QUESTIONS
1. Why is having a social media campaign strategy important?
2. What are some tools businesses can use to measure social media? How effective are these tools?
Social media measurement: Ever-changing metrics that are used to determine the ROI of each tool. Social media
measurement determines, for example, the conversion rate of a Facebook friend. Tools include Google Analytics,
3. What are some problems with measuring social media (e.g., what does a “like” on Facebook really mean?)?
Chapter 18 ♦ Social Media and Marketing 7
While social media does offer more measurement than traditional advertising, it is still evolving. There are some
4. Which social media tools do you think are the most useful for most businesses? Why?
Right now, the social media tools that are most useful are Facebook because of its size, LinkedIn because of its
5. What do you think is the future of mobile technology? How do you think mobile technology will change
people’s daily lives? How will it change marketing?
Mobile technology has been predicted to be the “next big thing” for marketing, and finally it looks like this has
APPLICATION QUESTIONS
1. What are some ways that social media has changed your daily life? What can marketers take advantage of
for their promotional purposes?
Students’ answers will vary. Some examples could include constant communication with family and friends, the
2. Choose a local business that is utilizing social media effectively. Analyze what they are doing by conducting
your own social media monitoring. What tools can you use? What are the company’s objectives? What are
they doing right?
3. Provide some examples of brands that have garnered success with social media. Provide some examples of
some brands that have not been successful with social media. Based on this comparison, what are the key
ingredients to getting customers to engage with a brand?
Students’ answers will vary. Starbucks, Coca-Cola, Pepsi, and M&Ms are a few good examples of brands that have
4. Assume you are starting a new yogurt store on campus. Develop a profile of your likely target market. What
social media tools do you think will be most effective at reaching that audience? Why?
Students’ answers will vary.
APPLICATION EXERCISE
One major issue regarding social media is the development of a company-wide social media policy—that is, a policy that
states who can say what, when, and where on social media platforms (e.g., Facebook, blogs, Twitter). Companies and
nonprofit organizations alike are struggling with social media policies, and there has been an increase in the number of
employees getting into trouble for things posted on their Facebook pages. Take a look at the Social Media Governance
Web site (http://socialmediagovernance.com/policies.php). Find a social media policy for a brand and one for a large
nonprofit.
Questions
1. Why do you think social media policies are important?
2. What are some of the common elements you see in each of the examples of social media policies?
Students’ answers will vary. Generally you will see rules for each tool such as Facebook, Twitter, and so forth.
3. How do you think social media policies should extend to employees? Should what an employee posts on his
personal Facebook page regarding his work life be held against him? Why or why not? Are there situations
in which firing an employee for private posting is fair?
Student answers will vary. This topic has been in the news recently and therefore students will have their own
ETHICS EXERCISE
As people become increasingly comfortable posting their lives online via social networks like Facebook or through
microblogs like Twitter, some companies have begun to build Web dossiers of consumers. They do this by mining the
social Web on Facebook, Twitter, blogs, and online forums. Then they sell it to other companies. And here is the deal . . .
most consumers have no idea that this is being done.
While the use of customer data has been around for a few years (especially through companies like Amazon who use
algorithms based on customer searches and purchases to make product recommendations), there are some privacy
advocates who feel that mining and using data from the social Web crosses ethical lines. For their part, the companies
that aggregate this information say that they are using this information to detect behavioral patterns in order for
companies to provide better products and customer service.
SOURCE: “How Companies Are Using Your Social Media Data,” http://mashable.com/2010/03/02/data-mining-social-media/.
Questions
1. Do think that this practice violates privacy, or is it acceptable since it uses information that a person has
posted voluntarily?
Students’ answers will vary.
2. What are some promising ways that companies can use this data?
Chapter 18 ♦ Social Media and Marketing 9
3. What are some questionable ways that companies can use this data?
VIDEO ASSIGNMENT: Marketing to Kids
Zappos, a large online retailer, has a vibrant culture focused on customer service. The company uses social media to help
customers and interact with them personally. Part of each customer reaction involves taking the time to demonstrate
individual personality and the Zappos culture, all of which make Zappos one of the top in customer service.
1. At which stage of effective listening does Zappos operate?
a. Stage 4
b. Stage 5
c. Stage 6
d. Stage 7
2. Based on what rob discusses in this clip, which of the following does Zappos prioritize in its social media use?
a. listening and learning
b. promoting products and services
c. Managing its reputation
d. Improving customer service
3. Which category of user is it most likely that Zappos is interacting with on Twitter?
a. Creators
b. Critics
c. Collectors
d. Joiners
4. Because Zappos is focuses on creating relationships with customers and interacting with them on a personal
level, which of the following metrics would be most useful to the company?
a. Interest
b. Participation
c. Influence
d. Sentiment Analysis
5. The Zappos twitter account, @Zappos_Service, is an example of
a. Owned media
b. Earned media
c. Paid media
d. Consumer generated media
10 Chapter 18 ♦ Social Media and Marketing
6. Zappos.com is an example of a social commerce site.
a. True.
b. False.
CASE ASSIGNMENT: Kickstarter
Kickstarter is a Web site that enables independent creative professionals to raise funds for lofty commercial projects.
Entrepreneurial artisans ask for pledges at fixed price points in exchange for tiered thank-you gifts—for example, a
handwritten note for a $1.00 pledge, a copy of the final product for a $25.00 pledge, and a home-cooked dinner for a
$10,000 pledge. After being approved for a Kickstarter campaign, an entrepreneur must meet or exceed her total
fundraising goal within a set timeframe. If she cannot reach her goal, she loses all of the funds pledged to that point.
Everything from board games to luxury underwear lines to stand–up comedy tours have been successfully funded
through Kickstarter, as artisans have appealed to friends, family, and complete strangers from around the world to endow
their dreams.
Amanda Palmer, lead vocalist and pianist of offbeat rock group The Dresden Dolls, became the fastest ever
entrepreneur to reach a Kickstarter goal in May 2012 when her campaign to finance a new independent solo album
topped $100,000 in just four hours. Palmer was able to raise more than $250,000 in the first day alone after writing about
the campaign on her blog, posting it to Facebook, and tweeting about it with her husband, author Neil Gaiman, to their
combined 2.25 million Twitter followers. According to Reuters finance blogger Felix Salmon, “While Kickstarter was
originally embraced by the undiscovered and impecunious, its greatest potential, in the music industry, is actually with
established acts who already have a large following.”
SOURCE: Katie McLeod, “Amanda Palmer’s Online Fundraising Efforts Explode,” The Boston Globe, May 1,
2012, www.boston.com/ae/music/blog/2012/05/amanda_palmers.html (Accessed March 26, 2013); Felix Salmon,
“Kickstarter’s Growing Pains,” Reuters, May 1, 2012, http://blogs.reuters.com/felix-salmon/2012/05/01/kickstarters–
growing-pains/ (Accessed March 26, 2013).
TRUE/FALSE
1. Because it features a simple question and answer section and not a full-fledged newsfeed like Facebook, Kickstarter is
not a social media site.
2. The first step when launching a Kickstarter campaign is to build relationships and awareness.
3. According to the case, musician Amanda Palmer and husband Neil Gaiman used their combined Twitter presence to
create buzz for Palmer’s Kickstarter campaign.
4. Based on the chapter, Kickstarter could be classified as a media sharing site.
5. Kickstarter has developed software specifically for mobile and tablet devices, otherwise known as MMS.
MULTIPLE CHOICE
1. Kickstarter is representative of _____, a new area of growth that combines social media with e-commerce.
a.
Social commerce.
b.
Virtual exchange.
c.
Online business.
d.
Web-based retail.
e.
Digital shopping.
2. Amanda Palmer represents this category of social media user:
a.
Creator
b.
Critic
c.
Collector
d.
Joiner
e.
Spectator
3. When creating and leveraging a campaign on Kickstarter, a musician must do all of the following except:
a.
Develop an appropriate and attainable funding goal by which to measure the campaign’s success.
b.
Respond to any questions or negative feedback on the Kickstarter’s question and answer section.
c.
Establish an objective for the Kickstarter campaign to accomplish, such as the production of a new
album.
d.
Listen to identify the thank-you gifts that will encourage fans to contribute.
e.
A musician must do all of these when creating a Kickstarter campaign.
4. Marketers have found that _____ are useful for promoting campaigns, creating conversations around related issues, and
building Web site traffic, so leveraging a site like Reddit would be an effective way to promote a Kickstarter campaign.
a.
Review sites.
b.
Corporate blogs.
c.
Social news sites.
d.
Media sharing sites.
e.
Location-based social networking sites.
5. It is important for marketers to keep tabs on rumored Kickstarter competitors because:
a.
Social media sites never decrease in popularity.
b.
Other forms of marketing are fizzling out.
c.
It is important to have a presence on every possible social media outlet.
d.
Doing so may give you a competitive advantage.
e.
None of these.