Chapter 16 MKT
Social Media
- Active Receivers - Influentials - Delighted - Evangelists
Manager's Strategy- Twitter
- Connect in Real Time - Generate Brand Buzz -Follow the twitter profiles
mobile marketing at Facebook
- faster news publishing - Interactive Videos, Photo Sharing, and Facial Recognition - Email Marketing for Facebook App - Private Sharing Through Messenger App
2-ways
Media richness Self-Disclosure
Criteria of UGC
Published on a public website or on social media Shows significant degree of creative effort It is consumer generated by an individual outside of a professional organization
User-generated content (UGC)
Refers to the various forms of online media content that are publicly available and created by end users
price comparison searches
Scan product bar codes or QR codes and research 500,000 stores, synchronizing searches between your computer and your smartphone.
location-based promotions
Use your GPS-enabled smartphone for location check-ins to receive discounts at stores.
loyalty programs
Win loyalty points for walking into stores like Target or Macy's and receive discounts from them.
social network
a single social media site with millions of users interacting with each other
Cost per action (CPA)
measure ties loosely to actual sales
Traditional Media
passive receivers
mobile marketing
the broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device
media richness
this involves the degree of acoustic, visual, and personal contact between two communication partners
Managers Strategy - Facebook
- Be creative - Make it familiar, but with a twist - Keep it fresh - Learn Users' passions and let them guide content
Manager's Strategy- LinkedIn
- Building B2B Image - Networking with Industry-Related Groups - Identifying Sales Leads and Locating Vendors - Direct Advertising at Specific Companies and People
Performance Measures linked to inputs or costs
- Cost per Action (CPA) - Cost per Thousand (CPM) - Cost per Click (CPC)
Manager's Strategy- YouTube
- Exploit Visual Aspects of Your Message - Create a Brand Channel with Key Words - Use YouTube Analytics to Target Viewers
Comparing Social and Traditional Media
1) Ability to reach both large and niche audiences 2) Expense and access 3) Training and number of people involved 4) Time to delivery 5) Permanence 6) Credibility and social authority
Blog
A contraction of "web log" - is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization
Mobile marketing
Broad set of interactive messages options that are used to communicate through personal mobile devices Price Comparison Location Based promotions Loyalty Programs
SMART system
Computer based network that triggers actions by sensing changes in the real or digital world
self-disclosure
In any type of social interaction, individuals want to make a positive impression to achieve a favorable image with others.
Cost per click (CPC)
measure gives the rate the advertiser pays, say to Facebook, every time a visitor clicks on the ad and jumps from that page to the advertiser's website
Social media
online media where users submit comments, photos, and videos - often accompanied by a feedback process to identify "popular" topics