Chapter 17 – Using Social Media to Connect with Consumers
17–21
• Educational content – tips, tricks, FAQs, etc.
• Inspirational content – stories of triumph, inspiration, etc.
• Interactive content – games, quizzes, VR, etc.
[Video 17-2: Pepsi Max Video]
2. Creative Development, Execution, and Delivery of Social Media Content
a. The quality of social media content is based largely on its creative
development, execution, and delivery
• Building on highly successful “Uncle Drew” and “Test Drive” videos.
• “Friend Finder” begins with observation that 1/3 of people lose their
friends at music festivals, and then goes on to show people using the
Friend Finder app to follow drones and find their friends!
C. Measuring the Results of Social Media Programs
• [Figure 17-4] Performance measures for social media divide into those:
a. Linked to inputs or costs.
17-22
Chapter 17 – Using Social Media to Connect with Consumers
17–23
• Unique visitors. The total number of unique visitors to a Facebook Page in
a given time period; if you visit three times in one day, you are counted
only once.
d. The measures listed above are often more specific than comparable ones used
in traditional media.
3. Specialized Focus for Other Social Media.
a. Communities can form around ideas and commonalities, regardless of the
physical location of their members.
b. Smaller networks like Pinterest may be more successful for some products.
c. Pinterest:
• Is a virtual pinboard and content sharing social network.
• Allows users to:
– “Pin” or share images of their favorite things.
D. Carmex Goes Viral with Luck and a LeBron James Bear Hug
• Brand managers want their promotions to go viral, resulting in millions of dollars
worth of free brand exposure.
• Carmex Lip Balm had this experience!
Chapter 17 – Using Social Media to Connect with Consumers
17-24
1. The Background.
2. The Half-Court Hero Contest.
a. Carmex created the “Carmex and LeBronJames.com Half–Court Hero”
promotion in 2012.
b. The promotion featured:
• An online entry form.
• Weekly prizes leading up to…
[Video 17-3: Carmex Video]
c. On January 25, 2013:
• Michael Drysch:
– Walked to center court at American Airlines Arena…
– Between the third and fourth quarters…
• Afterwards:
– The crowd erupted as Michael turned and pumped his fist.
– LeBron bear hugged Michael to the ground in pure jubilation.
3. The “Shot Seen ’Round the World” Goes Viral.
Chapter 17 – Using Social Media to Connect with Consumers
17–25
b. Michael was interviewed side-by-side with James after the game by NBATV.
c. The video was the #1 Play of the Day on ESPN’s SportsCenter.
d. The Carmex brand team immediately arranged a public relations tour for
Michael Drysch that included:
• Four Miami area news stations.
• A trip to New York City with appearances on:
f. Within three months, Carmex’s Half-Court Hero shot:
• Had been seen by over 30 million YouTube viewers.
g. The promotion earned Carmex over 500 million media impressions across
TV, print, online, and social media.
Chapter 17 – Using Social Media to Connect with Consumers
17-26
LEARNING REVIEW
17-7. What are the 7 different kinds of social media content?
17-8. Stated simply, how can an advertiser on Facebook expect to generate sales?
17-9. What did the Carmex team do quickly to exploit its incredibly good fortune after
seeing Michael Drysch make his “Half-Court Hero” shot?
Answer: At an NBA basketball game, Michael Drysch did the impossible and made the
shot. LeBron James came running out of his Miami Heat huddle—congratulating
IV. THE FUTURE: CONVERGENCE AND MOBILITY [LO 17–5]
A. The Convergence of Real and Digital worlds
• Convergence of real and digital is the result of interlinked technologies, databases,
algorithms, and other apps.
1. Social Commerce Technologies
• Social media and digital technologies are changing the way companies engage
2. Databases and Algorithms.
Chapter 17 – Using Social Media to Connect with Consumers
17–27
b. Algorithms are models used to query, organize, manipulate, and present data.
c. The survival of those owning databases depends on their finding ways to
make them as useful as possible to potential advertisers.
3. Apps.
a. Are small, downloadable software programs that run on smartphones and
tablet devices (also known as mobile apps or applications).
b. Are accelerating the convergence of the real and digital worlds.
Chapter 17 – Using Social Media to Connect with Consumers
17-28
h. Games such as Clash of Clans and Candy Crush Saga exploit real world-
digital world convergences. Successful new video games all:
• Build on personal-rewards psychology.
i. Time magazine analyzes how designers of the Candy Crush video game use
key elements to link the digital world to the personal real-world satisfaction of
players:
• It’s better with friends.
• It never ends.
B. Mobile Marketing: Tightening Links to Marketing Actions
• The real and digital world convergence has increased of mobile marketing, which:
a. Is any marketing activity conducted thru several Internet networks where…
Chapter 17 – Using Social Media to Connect with Consumers
17–29
b. Will lead to connected users having more influence in the marketplace.
1. A Consumer Purchase Where Sensors Have Some Control.
a. A vending machine:
• Scans your face to identify your age and gender and then changes its
2. A Consumer Purchase Where the Buyer Controls All.
a. At Tesco Home Plus, shoppers use smartphones to:
3. On Privacy: How Much “Convergence” Is Too Much?
a. Smart systems are fine up to a point.
• We are comfortable letting convergence find us a timely deal at a local
b. Facebook’s disclosures about a data breach for 87 million users has people
contemplating use and security. Smart phones, digital assistants, etc. create the
potential to monitor virtually all behaviors.
Chapter 17 – Using Social Media to Connect with Consumers
17-30
LEARNING REVIEW
17-10. What is an example of how the real (physical) and digital (virtual) worlds are
converging?
Answer: The convergence of real and digital worlds is the result of a proliferation of
interlinked smartphones, tablet devices, sensors, special identification tags, databases,
17-11. What are apps and why are they important?
17-12. Can personal privacy become a problem as the real and digital worlds converge
with smart systems?
Answer: The convergence of social media, smartphones, tablet devices, and new apps
will lead to companies having a more dynamic interaction with their customers.
Chapter 17 – Using Social Media to Connect with Consumers
17–31
APPLYING MARKETING KNOWLEDGE
1. In your new job as a retail store manager you decide to add mobile marketing to your
promotional campaign. Describe how a ads directed at connected cars could increase
sales in your store.
Answer:
Current apps and social media experiences are designed for the small screen of a mobile
2. You and three college friends have decided to launch an online business selling clothes
college students wear—T-shirts, shorts, sweats, and so on. You plan to use Facebook
ads. What “likes” or interests do (a) college men and (b) college women have that
might help you in planning your Facebook strategy?
Answers:
Use the resources you have available as a college student to find out what interests
3. You graduated from college four years ago and now have an information technology
(IT) job. Your company just announced it will move all the IT work overseas in three
months. Go to the LinkedIn site, register, and determine what information you would
put on your LinkedIn site to help you find a new job.
Answer: Treat LinkedIn like you would your résumé—spell check and verify the accuracy
of everything. Begin by listing your work experience on your profile. Be sure to include
Chapter 17 – Using Social Media to Connect with Consumers
17-32
4. What is the significance of user generated content when contrasted with social media
and traditional media?
Answer: We can compare the presence of user-generated content (UGC) in social and
traditional media by looking at the three basic criteria that UGC must satisfy:
a. Be published either on a publicly accessible website or on a social networking site (so it
c. Be created by an individual outside of a professional organization, without a
commercial market in mind. For social media, a Facebook message or Twitter tweet
5. You are a brand manager for a sneaker manufacturer like Nike or New Balance and
are trying to use Facebook to reach (a) college-age women and (b) men over 55 years
of age. What three or four “likes” or interests would you expect each segment to have
when you try to reach it with Facebook?
Answers: As with Question #2 above, your task as a brand manager for a sneaker
6. In measuring the results of a social network, what are the (a) advantages and (b)
disadvantages of performance measures linked directly to revenues versus costs?
Chapter 17 – Using Social Media to Connect with Consumers
17–33
Answers: Performance measures linked to revenues (outputs) compared to costs (inputs)
have contrasting advantages and disadvantages:
a. Performance measures linked to revenues (outputs).
• Advantages.
– Performance measures, such as “fans,” “visitors,” or “likers,” are more closely
b. Performance measures linked to costs (inputs).
• Advantages.
– Usually it is easier to link a performance measure to costs (an input) than to
Chapter 17 – Using Social Media to Connect with Consumers
17-34
BUILDING YOUR MARKETING PLAN
Remembering the target market segments you identified in Chapter 9 for your
marketing plan:
1. (a) Identify which one of the four social networks described in the chapter would be
most useful and (b) give your reasons. Would you consider other social networks like
Pinterest? Why or why not?
a. The choice of one of the four social networks by a student to help market his/her new
business involves matching (1) the special communications needs of the new business
b. As an example, let’s assume the student is writing a marketing plan for a fairly complex
c. Pinterest. This social network should be considered if the product category is relevant.
Pinterest is a virtual pinboard and content-sharing social network that allows people to
2. Briefly describe (a) how you would use this social network to try to increase sales of
your products and (b) why you expect target market customers to respond to it.
a. The student should start by identifying (1) the clear points of difference to
communicate to target market prospects and (2) the complexities that have to be