mkt 340 ch16 ppt
Post on 12-Apr-2017
350 Views
Preview:
TRANSCRIPT
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Define social media and describe how they differ from traditional advertising media.
Identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions.
LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:
LO2
LO1
16-2
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network.
Compare the performance measures of social media linked to costs (inputs) versus revenues (outputs).
LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:
LO4
LO3
16-3
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Identify the cause of the convergence of the real and digital worlds and how this will affect the future of social media.
LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO:
LO5
16-4
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
HOW TO CONNECT WITH WITH TODAY’S COLLEGE STUDENT? USE FACEBOOK AND TWITTER!
16-5
Finding Volunteers for Freshman Move-in Day
College Students and Social Media
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
How Social Media Came About
• Social Network
• Blog
Social Media
• User Generated Content (UGC)
UNDERSTANDING SOCIAL MEDIAWHAT ARE SOCIAL MEDIA?
LO1
16-6
• Web 2.0 • Wiki
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Classifying Social Media
• Media Richness
• Self-Disclosure
UNDERSTANDING SOCIAL MEDIAWHAT ARE SOCIAL MEDIA?
LO1
16-7
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
FIGURE 16-1 Social media classified by media richness and self-disclosure
16-8
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Ability to Reach Both Large and Niche Audiences
UNDERSTANDING SOCIAL MEDIACOMPARING SOCIAL & TRADITIONAL MEDIA
LO1
Expense and Access
Training and Number of People Involved
Permanence
Credibility and Social Authority
Time to Delivery
16-9
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
FIGURE 16-2 How brand managers can use four social networks to develop marketing actions
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
• Keep It Fresh
FOUR IMPORTANT SOCIAL NETWORKSFACEBOOK
LO2
Facebook in a Brand Manager’s Strategy
• Facebook Pages: Generate Awareness
• Let Users Get Engaged and Guide Content
• Make It Familiar, But with a Twist
16-11
• Be Creative – use links, photos, videos
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
• Hashtag Roll-out
FOUR IMPORTANT SOCIAL NETWORKSFACEBOOK
LO2
Updating Facebook
• Ads on Mobile Devices
• Customizing Facebook’s News Feeds
16-12
• Privacy Settings
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Launching a New Social Network Using Facebook
FOUR IMPORTANT SOCIAL NETWORKSFACEBOOK
LO2
StuffDot Web site
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
FIGURE 16-3 StuffDOT’s Facebook Page“Share, Shop, Earn!”
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
• Follow the Twitter Profiles
FOUR IMPORTANT SOCIAL NETWORKSTWITTER
LO2
Twitter in a Brand Manager’s Strategy
• Generate Brand Buzz
• Tweet on Topics of Interest to Consumers
16-15
http://www.stuffdot.com
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
FOUR IMPORTANT SOCIAL NETWORKSLINKEDIN
LO2
LinkedIn in a Brand Manager’s Strategy
16-16
• Building B2B Image
• Networking with Industry-Related Groups
• Identifying Sales Leads & Locate Vendors
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
LinkedIn in a College Senior’s Job Search
• Include Professional Photo• Create Professional Summary
FOUR IMPORTANT SOCIAL NETWORKSLINKEDIN
LO2
• Write Informative, Short Headline
• Fill the Skills & Expertise Section
16-17
• Include Recommendations• Set profile to public and create URL
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
YouTube
FOUR IMPORTANT SOCIAL NETWORKSYOUTUBE
LO2
YouTube in a Brand Manager’s Strategy
OK Go Music
16-18
• Exploit Visual Aspectsof Your Message
• Use YouTube Analyticsto Target Viewers
• Create a Brand Channelwith Key Words
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
MARKETING MATTERSSome of Your Other Favorite Social Networks?LO2
16-19
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
SOCIAL MEDIA & THE STRATEGIC MARKETING PROCESSLO3
Traditional Media: Passive Receivers
Social Media:
ActiveReceivers Influentials Delighted Evangelists
16-20
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
SELECTING THE SOCIAL NETWORKLO3
Recent Growth of the 4 Social Networks
Audience Data for Social Networks
Assess:
• Characteristics of the Visitors
• Number of Daily Visitors
16-21
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
FIGURE 16-4 The number of unique visitors and users for four social network sites:
YouTube, Facebook, Twitter, and LinkedIn
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
HOW SOCIAL MEDIA PRODUCE SALESLO4
Facebook Ad Platform:Role of the Pepsi Brand Manager
Role of the Social Media
16-23
Peps MAX Video
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTSLO4
Performance Measures Linked to Inputs or Costs
• Cost per Action (CPA)
• Cost per Thousand (CPM)
• Cost per Click (CPC)
16-24
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
FIGURE 16-5 Performance measures for social networks linked mainly to inputs or costs, as seen by a brand manager
16-25
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTSLO4
Performance MeasuresLinked to Outputs or Revenues
• Users/members
• Share of Voice
• Page Views
• Visitors
• Unique Visitors• Average Page Views
per Visitors• Interaction Rate
• Click-Through Rate• Fan Source
16-26
• Fans
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
MEASURING SOCIAL MEDIA PROGRAM RESULTSLO4
Specialized Focus for Other Social Networks: Pinterest
16-27
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
The Background
The Half-Court Hero Contest
Carmex
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
CARMEX AND LEBRON JAMESLO4
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
The “Shot” Goes Viral
Brand Manager Social Media Lessons
INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIES
CARMEX AND LEBRON JAMESLO4
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
THE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPS
THE CONVERGENCE OF REAL & DIGITAL WORLDSLO5
Apps
16-30
Smartphones
Databases and Algorithms
Clash of Clans
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
THE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPS
MOBILE MARKETING: TIGHTENING LINKS TO ACTIONS
LO5
Price-Comparison Searches
Loyalty Programs
Location-Based Promotions
16-31
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
THE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPS
WHERE TO NOW?LO5
Near Field Communications Purchases Where the Buyer Controls All
Privacy: How Much “Convergence” is Too Much?
Purchases Where Sensors Have Some Control
16-32
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
VIDEO CASE 16STUFFDOT™, INC.: REWARDING SOCIAL
MEDIA USERS FOR SHOPPING AND SHARING
StuffDOT Video Case
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
1. What recent StuffDOT actions have added to its user-friendliness?
VIDEO CASE 16STUFFDOT
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
2. (a) Who are StuffDOT’s major competitors and (b) what point(s) of difference should StuffDOT use to
distinguish itself from them?
VIDEO CASE 16STUFFDOT
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3. How should StuffDOT be marketed so that it becomes an integral part
of everyday life?
VIDEO CASE 16STUFFDOT
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
4. How can the team create “buzz” for StuffDOT and grow its user base most effectively (a) using social
media platforms (like Facebook and Twitter) and (b) using its own
website?
VIDEO CASE 16STUFFDOT
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
WHAT ARETHE MOST POPULARFACEBOOK BRANDS?
IN-CLASS ACTIVITY 16-1
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Blog
A blog, which is 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.
16-41
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
User Generated Content (UGC)
User generated content (UGC) consists of the various forms of online media content that are publicly available and created by end users.
16-42
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Social Media
Social media consist of online media where users submit comments, photos, and videos—often accompanied bya feedback process to identify “popular” topics.
16-43
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Facebook is a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and “likes” with them.
16-44
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Twitter is a website that enables users to send and receive “tweets,” messages up to 140 characters long.
16-45
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
LinkedIn is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
16-46
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
YouTube
YouTube is a video-sharing website in which users can upload, distribute, view, and comment on videos.
16-47
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Apps
Apps are small, downloadable software programs that can run on smartphones and tablet devices.
16-48
top related