Mktg Ch. 16

Front 1

Social Media

Back 1

Social Media (Web 2.0 and User generated content)

With web 2.0, content can be modified continuously by all users in a participatory fashion

Blog: contraction of web log...web page that serves as a publicly accessible personal journal and online forum for an individual or organization.

Wiki: a website whose content is created and edited by the ongoing collaboration of end users, for example, to generate and improve new product ideas

...They differ in that a blog is a diary that shows a sequential journey while a wiki shows the end result as a single entry

User Generated Content: various forms of online media content that are publicly available and created by end users
A: covers all the ways ppl can use social media
1. It is published either on a publicly accessible website or on a social networking site, so it is not simply an e-mail.
2. shows a significant degree of creative effort, so it is more than simply posting a newspaper article on a personal blog without editing or comments
3. is consumer-generated by an individual outside of a professional organization, without a commercial market in mind.

Social Media: online media where users submit comments, photos, and videos...accompanied by a feedback process to identify "popular" topics
...single social media...social network (fb)

Front 2

Classifying Social Media

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Media Richness: involves the degree of acoustic, visual, and personal contact between two communication partners—face-to-face communications, say, being higher in media richness than telephone or e-mail communications
...The higher the media richness and quality of presentation, the greater the social influence that communication partners have on each other's behavior.

Self Disclosure: any type of social interaction, individuals want to make a positive impression to achieve a favorable image with others.
...This favorable image is affected by the degree of self-disclosure about a person's thoughts, feelings, likes, and dislikes—where greater self-disclosure is likely to increase one's influence on those reached.

Front 3

Comparing Social and Traditional Media

Back 3

1. Ability to Reach both large and niche audiences: Both kinds of media can be designed to reach either a mass market or specialized segments; however, good execution is critical, and audience size is not guaranteed
2. Expense and Access:
A: Traditional...Messages and ads like newspapers or tv generally are expensive to produce and have restricted access by individuals...typically owned privately or by the government
B: messages on social media networks are generally accessible everywhere to those with smartphones, computers, and tablet devices and can be produced cheaply.
3. Training and number of ppl involved:
A: Producing traditional media typically requires specialized skills and training and often involves teams of people.
B: Sending messages on social media requires only limited skills, so practically anyone can post a message that includes words and images.
4. Time to delivery:
A:Traditional media can involve days or even months of continuing effort to deliver the communication, and time lags can be extensive.
B:Individuals using social media can post virtually instantaneous content.
5. Permanence: Traditional media, once created, cannot be altered.
B: But social media can be altered almost instantaneously by comments or editing.
6. Credibility and Social Authority:
A: Individuals and organizations can establish themselves as an “expert” in their given field, thereby becoming an “influencer” in that field
B: with social media, a sender often simply begins to participate in the “conversation,” hoping that the quality of the message will establish credibility with the receivers, thereby enhancing the sender's influence.

Privacy: recipients of traditional media like TV or radio ads are completely anonymous
...social media have much less privacy and anonymity

Front 4

Facebook

Back 4

Website where users create a personal profile, add other users as friends, and exchange comments, photos, videos, and “likes” with them.

Marketing Challenge for an organization's fb page: is to post and create content that will generate the best response

Guidelines to engage fans:
1. Make it familiar but w/ a twist: Focus content strategy on imagery and messaging that is familiar to fans—punctuated with something unique
2. Keep it fresh
3. Let users get engaged and guide content

Front 5

Twitter

Back 5

website that enables users to send and receive tweets, messages up to 140 characters long. Twitter is based on the principle of “followers.”

short message length, the ease of posting and receiving tweets, and its convenience on a smartphone, Twitter can be a good source of information about a brand or product.

Brand Managers:
1. cannot expect extensive comments on their brands.. can use social media management tools to see what Twitter users are saying—good and bad—about both their own brands and competitive ones. They then respond to the negative comments and re-tweet the positive ones.

1.Generate Brand Buzz
2. Follow twitter profiles that mention thier product and monitor what is being said
3. tweet on topics that provide info of value to their customers

Front 6

LinkedIn

Back 6

Main purpose: professional networking and job searching ...business-oriented website that lets users post their professional profiles to connect to a network of businesspeople, who are also called connections.

Marketing Managers:
1. can use LinkedIn to promote their brand in subtle ways. This is done mainly for business-to-business (B2B) image building and networking with industry-related groups.
2. can also use LinkedIn for business development to find sales leads and vendors and to organize focus groups
3. can demonstrate the organization's expertise and create and moderate discussion groups.

Front 7

YouTube

Back 7

video-sharing website in which users can upload, view, and comment on videos

Offers great opportunity for a brand manager to produce and show a video that explains the benefits of a complex product

cost advantages, while a brand manager must pay the cost of creating a video, launching a new channel on YouTube is free

Guidelines on MKTG and promoting brand:
1. create branded channel rich in key words to improve odds of video showing up in users search
2. target viewers by using youtube's insight and analytics research to reveal # of views, # of visits to your website, and what key words are driving user visits

Front 8

Social Media and the Strategic Marketing Process

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1. Traditional media use one-way communication from sender to receiver, who the marketer hopes will buy the product advertised. A little word-of-mouth chatting may occur among the “passive receivers” but communications generally end with the receiver

Success in social media: relies heavily on the ability of a marketing program to convert passive “receivers” of the message to active “evangelists” who will spread favorable messages about the brand.

2. Social media deliberately seek to ensure that the message does not end with an individual receiver. Instead, the goal is to reach “active receivers,” those who will become “influentials” and be “delighted” with the brand advertised. These will then become “evangelists,” who will send messages to their online friends and then back to the advertiser about the joys of using the brand

Front 9

Measuring Results of Social Media Program

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Performance measures divide into:
1.those linked to inputs or costs
2.those tied to the outputs or revenues resulting from social media

the ideal performance measure for both conventional and social media is one that ties actual sales revenues to the cost of the ad or other promotion

Cost Per Thousand (CPM): ties to the number of times the ad loads and a user might see it—but not whether the user has actually reacted to it.
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.
CPA: measure ties loosely to actual sales

Front 10

Performance Measures Linked to Outputs or Revenues

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1. Fans: # of people who have opted in to a brand's messages through a social media platform at a given time.
2. Share of Voice: brand's share or percentage of all the online social media chatter related to, say, its product category or a topic
3. Page Views: # of times a Facebook Page is loaded in a given time period
4. Visitors: total # of visitors to a Facebook Page in a given time period; if someone visits three times in one day, she is counted three times.
5. Unique Visitors: total # of unique visitors to a Facebook Page in a given time period; if someone visits three times in one day, he is counted only once.
6. Avg. Page Views per Visitor: Page views divided by visitors in a given time period.
7. Interaction Rate: # of people who interact with a Post (“like,” make a comment, and so on) divided by the total number of people seeing the Post.
8. Click-Through Rate (CTR): % of recipients who have clicked on link on the page to visit a specific site
9. Fan Source: Where a social network following comes from—with fans coming from a friend being more valuable than those coming from an ad.

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Advantages of Social Media

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communities can form around ideas and commonalities, regardless of the physical location of their members.

Pinterest, a virtual pinboard and content-sharing social network, allows people to “pin” or share images of their favorite things such as clothing, craft ideas, home décor, and recipes.

Front 12

Smart System

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or...Mirror Worlds: trends in marketing's use of social media..the convergence of the real and digital worlds

Smart system: computer-based network that triggers actions by sensing changes in the real or digital world.

Front 13

Convergence of real and digital worlds

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Result of an unlimited proliferation of interlinked smartphones...

Apps: small, downloadable software programs that run on smartphones and tablet devices

Front 14

Mobile Marketing

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convergence of the real and digital worlds has resulted in increasing use of this...
Mobile Marketing: any marketing activity conducted through several Internet networks to which consumers are continuously connected using a personal mobile device

Continuous connection present in mobile marketing has led to three recent smartphone apps:
1. Price-comparison searches: Scan product bar codes and research 500,000 stores, synchronizing searches between your computer and smartphone.
2. Location-based promotions: Use your GPS-enabled smartphone for location check-ins to receive discounts at stores such as JCPenney.
3. Loyalty programs: Win loyalty points for walking into stores like Target or Macy's and receive discounts from them.

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Clear Point of Difference w/ Mobile Marketing

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Its unique ability to empower users by connecting with them individually and continuously—learning about their likes and personal characteristics and sharing this information with online friends and (often) marketers selling products.