Chapter 3: Social and Mobile Marketing

Objective:

• Describe the 4E framework of social media marketing,
• Understand the types of social media,
• Understand the types of mobile applications,
• Recognize and understand the three components of a social media strategy,
• Understand the methods for marketing yourself using social media. 

"The diffusion of technology used to bring us social media has been accelerating since the internet came on the scene in the mid- to late- 1990s."

Social Media: Media content used for social interactions such as YouTube, Facebook, and Twitter.

The 4E Framework for Social Media:

1. Excite the customers with relevant offers.
• USe systems like facebook, google+, Twitter...
2. Educate them about the offering.
• Self made sites and mobile systems...
3. Help them Experience products, whether directly or indirectly.
• Youtube, other video sharing systems...
4. Give them an opportunity to Engage with their social networks.  
• Blogs, forums....

"The changes and advances in social, mobile, and online technologies have created a perfect storm, forcing firms to change how they communicate with their customers."

"Although most of the top video on YouTube are funny, silly, or otherwise entertaining, the site's most useful contributions may be the vivid information it provides about a firm's goods and services." 

"Positively engaged consumers tend to be more profitable consumers, purchasing 20-40 percent more than less engaged consumers."

 Categories of Social Media:

Types of Social Media Systems:

• Social Networking Sites
• Media-Sharing Sites
• Thought-Sharing Sites

 Social Networking Sites:

1. Creators: Hip, cool contributors who sit at the cutting edge and plan to stay there. Social Media gives them and opportunity to post and share their creative and clever ideas. 
2. Bonders: Social butterflies who use social media to enhance and expand their relationships, which they consider all-important in their lives. 
3. Professionals: People who are constantly on the go, busy, and want to appear efficient, with everything together, so they use social media to demonstrate just how smart they are. 
4. Sharers: A type of consumer that uses social media sites  and wants to help by being consistently well informed, so that they can provide genuine insight to others. 

"Facebook not only assures individual users a way to connect with others but gives marketers the ability to target their audience carefully."

"More than 12 million of LinkedIn's users are small business owners, making it an excellent resource for entrepreneurs to network." 

"Within six weeks of it's launch, Google+ had added 16 games to it's lineup, including Angry Birds and Zynga Poker. The goal was to Excite users who play." 

Media Sharing Sites:

• Instagram
• Youtube
• Flickr and other photo sharing sites. 

"In 2009, Technorati estimated that 20o million English language blogs existed, and by February of 2012, that number had grown to 450 million."

Thought Sharing Sites:

• Blogs: Corporate, professional, and personal blogs
• Microblogs: Twitter

"As much as Twitter can help build a firm's brand image, it can also tarnish it instantly."

Going Mobile and Social:

• Price Check Apps: Enable users to compare prices online to find the best deal.
• Fashion Apps: Allow customers to find the look they want without going to the stores and trying on clothes. 
• Location Based Gamified Apps: companies use these apps to build loyalty by making patronage a game. 

How Do Firms Engage Their Customers Using Social Media:

1.  Listen: Customers appear willing to provide their opinions on just about anything, including their interests and purchases - both their own and those of their friends.
• Sentiment Analysis: A technique that allows marketers to analyze data from social media sites to collect consumer comments about companies and their products.
2. Analyze: Three categories of analysis are uses to understand data collected from social media:
• Hits: A request for a file made by a web browser and search engines. Hits are commonly misinterpreted as a metric for website success, however the number of hits typically is much larger than the number of people visiting a website. 
• Page Views: The number of times an internet page gets viewed by any visitor. 
• Bounce Rate: The percentage of times a visitor leaves the website almost immediately, such as after viewing only one page. 
• Click Paths: Shows how users proceed through the information on a website - not unlike how grocery stores try to track the way shoppers move through their aisles. 
• Conversion Rates: Percentage of consumers who purchase products after viewing it.
• Keyword Analysis: An evaluation of what keywords people use to search on the internet for their products and services. 
3. Do: Even the greatest analysis has little use if firms fail to implement what they learned from analyzing their social and mobile activity. 
• How to do a Social Media Marketing Campaign: 5 Steps
1. Identify strategy and goals
2. Identify Target audience
3. Develop the campaign: experiment and engage
4. Develop the budget
5. Monitor and change

" The firm has to determine exactly what it hopes to promote and achieve through its campaign."

 Managing Your Individual Brand Value in a Social Media World:

Measures of Social Media Effectiveness or Equity:

• Social Reach: A metric used to determine to how many people a person influences (ex: number of individuals in the person's social networks such as LinkedIn or facebook).
• Influence: In a social media context, the extent to which the person has influence over others (ex: how much do the people in a person's network read that person's content).
• Extended network: In a social media context, it is the total number of people a person or entity may reaches or has influence over. 

Jobs in Marketing: 

• Social Media Strategist
• Community Manager
• Blogger
• Social Media Marketing Specialist
• Search Engine Marketing Associate
• Online Customer Service Representative

"Beyond creating an online presence, people with true influence also use networks of contacts they make in various realms."

"It has been pretty well established that embarrassing pictures on facebook can be detrimental to your future career. But what about just basic posts and influence efforts?" 

------------------------------------------------------------------------------------------------------------