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Chapter 17 - Using Social Media to Connect with Consumers
17-1
Using Social Media and Mobile Marketing to
Connect with Customers
CHAPTER CONTENTS
PAGE
POWERPOINT RESOURCES TO USE WITH LECTURES .......................................... 17-2
LEARNING OBJECTIVES (LO) ........................................................................................ 17-3
KEY TERMS .......................................................................................................................... 17-3
LECTURE NOTES
• Chapter Opener: Mobile Moments will soon include a Nice Ride!............................. 17-4
APPLYING MARKETING KNOWLEDGE ..................................................................... 17-30
BUILDING YOUR MARKETING PLAN ......................................................................... 17-33
VIDEO CASE (VC)
• VC-17: Body Glove: Helping Consumers Do What They Love! ............................... 17-35
IN-CLASS ACTIVITY (ICA)
• ICA 17-1: What Are the Most Popular Facebook Brands? ........................................ 17-39
Chapter 17 - Using Social Media to Connect with Consumers
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Chapter 17 - Using Social Media to Connect with Consumers
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POWERPOINT RESOURCES TO USE WITH LECTURES
PowerPoint
Textbook Figures Slide
Figure 17-1 A sample of social media classified by media richness and self-disclosure .... 17-7
Figure 17-2 How brand managers can use four social networks in developing their marketing
strategies ......................................................................................................... 17-10
Videos
17-2: Pepsi Max Video ....................................................................................................... 17-21
17-4: Clash of Clans Video .................................................................................................. 17-29
In-Class Activity (ICA)
ICA 17-1: What are the Most Popular Facebook Brands? .................................................. 17-39
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LEARNING OBJECTIVES (LO)
After reading this chapter students should be able to:
LO 17-1: Define social media and describe how they transformed marketing communications.
LO 17-3: Describe the characteristics of a social media marketing program, including selecting
social media and choosing social media content.
LO 17-5: Identify the cause of the convergence of the real and digital worlds and how this will
affect the future of social media.
KEY TERMS
apps
social media
blog
Twitter
Facebook
user generated content (UGC)
LinkedIn
YouTube
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LECTURE NOTES
MOBILE MOMENTS WILL SOON INCLUDE A NICE RIDE!
Consumers experience 150 – 200 “mobile moments” each day. These are experienced by
smartphone users through social media, messaging, and email.
And, cars with Internet access means connected cars and more mobile!
• Smartphone-enabled dashboards, voice recognition software, and large screens.
• Auto industry will change more in the next 5 – 10 years than the past 50.
What the Future Holds
• Integrated paths for the evolving customer journey.
• Example: IBM partners with BMW for a Cloud computing platform for 8.5
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I. UNDERSTANDING SOCIAL MEDIA [LO 17-1]
Brand managers must know about “social media” to choose the most effective one to use.
A. What Are Social Media?
1. Defining Social Media.
a. Social media:
• Are online media where users:
– Submit comments, photos, and videos…
– Often accompanied by a feedback process to identify “popular” topics.
c. Social network. Is a social media site like Facebook or YouTube.
2. How Social Media Came About.
a. Social media is used interchangeably with the terms “Web 2.0” and user
generated content.
b. Web 2.0:
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c. Web 3.0:
• New functionalities that allow personalization and customization to
individuals.
d. A blog:
• Is a contraction of “web log.”
e. User-generated content (UGC):
• Refers to the various forms of online media content that are publicly
available and created by end users.
1. Is published either on:
2. Shows a significant degree of creative effort.
3. Is consumer-generated by an individual outside of a professional
3. Classifying Social Media.
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c. A proposed a classification system for marketers is based on two factors:
• Media richness.
– Involves the degree of acoustic, visual, and personal contact between
– This favorable image is affected by the degree of self-disclosure about
d. [Figure 17-1] Uses media richness and self-disclosure to position a number of
social media sites in two-dimensional space. Examples:
• Wikipedia:
– Is a collaborative project.
• LinkedIn:
– Contains detailed career and résumé information for business
networking.
e. Marketing managers look carefully at the positioning of the social networks
shown in Figure 17-1 in selecting those to use in their marketing plans.
B. Comparing Social and Traditional Media
• Consumers receive information, news, and education from print (newspapers,
magazines) and electronic media (radio, television).
• Studies indicate that social media complements traditional media when focused
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• But marketing managers know that social media are very different from
traditional media like newspapers or even radio or television.
• Social media and traditional media have both similarities and differences that
impact marketing strategies, as described below:
a. Ability to reach both large and niche audiences.
b. Expense and access.
• Messages and ads in traditional media like newspapers or television:
– Are expensive to produce.
c. Training and number of people involved.
• Producing traditional media:
– Requires specialized skills and training.
d. Time to delivery.
• Traditional media:
– Can involve days or even months of continuing effort to deliver the
e. Permanence.
• Once created, traditional media (print or TV ads) cannot be altered.
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f. Credibility and social authority.
• With traditional media:
– Individuals and organizations can establish themselves as an “expert”
C. Emergence of Influencer Marketing
• Influencer marketing is the practice of focusing on the identification to advocate a
company’s product, services, and brands rather than focusing exclusively on
prospective buyers.
LEARNING REVIEW
17-1. What are social media?
17-2. In classifying social media, what do we mean by (a) media richness and (b) self-
disclosure?
Answer: Social media can be classified based on two factors: (a) Media richness
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LEARNING REVIEW CONTINUED
17-3. Compare traditional media and social media in terms of time to delivery of the
communication.
II. A LOOK AT FOUR IMPORTANT SOCIAL NETWORKS [LO 17-2]
• Facebook, Twitter, LinkedIn, and YouTube are the four important social networks.
• Marketing managers:
A. Comparing Four Social Networks
• [Figure 17-2] Compares them from a brand manager’s perspective.
• The green boxes show the special strengths of each social network.
a. Facebook:
• Increases brand exposure by…
b. Twitter. Is effective in:
• Sending crisp messages about a brand.
B. Facebook
• Is the first choice among people seeking to create and maintain online connections
with others by using photos, videos, and short text entries.
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[ICA 17-1: What are the Most Popular Facebook Brands?]
1. Facebook: An Overview.
a. Facebook is a website where users:
• Create a personal profile.
• Add other users as friends.
b. Facebook’s impact:
• Grows by 8 people per second, or 7,246 people every 15 minutes.
2. Facebook in a Brand Manager’s Strategy.
a. Facebook Business Pages:
• Were created as a method for brand managers to generate awareness for
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b. Within its advertising platform, brand managers use paid ads and sponsored
stories to generate customers and increase traffic to a Facebook Page.
c. Facebook ads:
• Migrate the content into Facebook conversations among friends.
d. The marketing challenges for a Facebook Page are to:
e. The following guidelines should be used to engage fans on Facebook:
• Be creative in using links, photos, and videos.
• Make it familiar, but with a twist.
– Focus content strategy on imagery and messaging that:
– Example: Aflac.
• Keep it fresh.
• Learn users’ passions and let them guide content.
– Taco Bell polls users to…
f. User loyalty enables a firm to target promotional offers to its best customers.
3. Mobile Marketing At Facebook.
a. Keeping 2 billion users happy is a tall order—even for Facebook.
b. Facebook is changing its mobile capabilities.
• New Privacy Protections.
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– Service to allow users to broadcast up to 4 hours of live streaming
C. Twitter
• “Tweets” are so well known that Twitter has become part of American life.
• Twitter worldwide:
a. Has over 336 million active monthly users.
b. Posts an average of 500 million tweets a day.
1. Twitter: An Overview.
a. Twitter:
• Is a website that:
– Enables users to send and receive…
b. Twitter can be a good information source about a brand or product because of:
• Its short message length.
c. Wendy’s uses Twitter to as an important tool to communicate brand messages
to followers.
• Teenager Carter Wilkerson asked Wendy’s how many retweets it would
d. Twitter’s immediacy allows Wendy’s to:
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2. Twitter in a Brand Manager’s Strategy.
a. Brand managers:
• Cannot expect extensive comments on their brands with the 140-character
(280 for some users) limit on tweets.
• Can use keyword search monitoring like TweetDeck or HootSuite to…
b. Brand managers also can use Twitter for listening to and interacting with
present and potential consumers. They can:
• Generate brand buzz by:
– Developing an official Twitter profile. – Recruiting followers.
D. LinkedIn
LinkedIn’s main purpose is professional networking and job searching.
1. LinkedIn: An Overview.
a. LinkedIn:
• Is a business-oriented website that…
b. LinkedIn:
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• Has about more than 500 million registered users who…
2. LinkedIn in a Brand Manager’s Strategy.
a. Marketing managers can use LinkedIn to promote their brand in subtle ways:
b. A company can also use LinkedIn Groups to join groups to share ideas, and...
• Demonstrate the organization’s expertise.
• Recruit qualified employees use the website’s algorithms.
3. LinkedIn in a College Senior’s Job Search.
a. LinkedIn has over 40 million students and recent college grads as members.
b. Key ideas for building an attention-getting LinkedIn profile for students:
• Write an informative short, memorable, profile headline.
E. YouTube
YouTube’s ability to reach its audience is amazing. It’s one billion users:
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1. YouTube: An Overview.
a. YouTube:
• Is a video-sharing website in which users can upload, view, and comment
on videos.
• Uses streaming video technology to:
b. Companies can post their material (ads, B-roll) through YouTube channels.
c. Recently, YouTube:
• Redesigned its home page to…
d. YouTube channels:
• Serve as home pages for organizations and individuals.
• Allow organizations and individuals to…
2. YouTube in a Brand Manager’s Strategy.
a. YouTube offers great opportunities for a brand manager to:
b. Since YouTube is owned by Google, it:
c. In terms of cost advantages, a brand manager:
• Must pay the cost of creating a video while…
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• Launching a new channel on YouTube is free.
d. To help small businesses with video advertising, YouTube allows them to:
[Video 17-1: Zoella: Life, Beauty & Chats Video]
f. Guidelines on brand marketing and promotion using YouTube videos include:
• Exploit visual aspects of your message, perhaps sacrificing product
messages to tell a more entertaining story.
• Create a branded channel rich in key words to improve the odds of the
MARKETING MATTERS
Vloggers are the New Power Players, Worldwide!
Recent studies indicate that nearly half of all web video ads are never seen! It’s
also difficult to hold the attention of millennial and Gen Z audiences.
Video bloggers (vloggers) are becoming the online version of celebrities. Ex:
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LEARNING REVIEW
17-4. How is “user generated content” presented by someone using Facebook?
17-5. What are some ways brand managers use Facebook to converse with a brand’s
fans? How does Facebook facilitate mobile marketing activities?
Answer: A brand manager can create awareness for a product, service, or brand by
17-6. How can brand managers use YouTube to converse with its customers? What is a
new form of mobile marketing using online video?
Answer: YouTube allows brand managers to create an actual brand channel to host its
III. SOCIAL MEDIA MARKETING PROGRAMS AND
CUSTOMER ENGAGEMENT [LO 17-3; LO 17-4]
Experienced Marketing managers need to understand how to:
• Tie social media into the strategic marketing process.
A social media marketing program is part of IMC to create and deliver online media
content to attract views and encourage people to share.
• Reach “active consumers” to become “influentials” and be “delighted” with brand.
• They then become “evangelists” and communicate with their friends.
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• Customer engagement is the interaction a customer chooses to perform online.
A. Selecting Social Media
1. Audience Data Available for Social Networks.
a. Provides user profile data to help brand managers choose among social network
2. Recent Activity on the Four Social Networks.
a. [Figure 17-3] Shows the growth of the four major social media.
b. Number of users is a measure of size of audience.
c. Market share indicates the use of the website relative to other sites.
b. In terms of number of users:
• Facebook: 1.5+ billion users (with market share 2x larger than YouTube)
B. Selecting Social Media Content [LO4]
Marketers have a variety of social media content options depending on the intended
purpose.
a. Is purpose promotion, entertainment, education, or something else? Second,
how will social media complement the overall IMC in sustaining engagement?
1. Different Types of Social Media Content
a. Typically there are 7 types of social media content:
