bmgt 205 chapter_3
TRANSCRIPT
S O C I A L A N D M O B I L E M A R K E T I N G
C H A P T E R 3
Social and Mobile Marketing
S U G G E S T E D R E A D I N G
• Jab, Jab, Jab, Right Hook: @garyvee
• Unmarketing: @unmarketing
• Tribes: @sethgodin
• The Social Media Bible
S O C I A L M E D I A C O M M A N D C E N T E R
http://youtu.be/hiN9OAkPUiM
T H E 4 E F R A M E W O R K F O R S O C I A L M E D I A
Engage
Excite
Educate
Experience
E X C I T E T H E C U S T O M E R
Offer must be relevant to its targeted customer.
Relevancy can be achieved by providing personalized
offers.
E D U C AT E T H E C U S T O M E R
Golden opportunity: Product’s value proposition and
offered benefits.
E X P E R I E N C E T H E P R O D U C T O R S E R V I C E
http://youtu.be/A_Op6Km92E8
E N G A G E T H E C U S T O M E R
C H E C K Y O U R S E L F
• What are the 4 E’s?
• Find and example using social media of a brand using one of the 4 e’s - please share this example with the class
S O C I A L M E D I A M I S TA K E S
S O C I A L M E D I A M I S TA K E S
1 . W H O D O Y O U W A N T T O R E A C H ?5 S T E P G U I D E T O S O C I A L M E D I A M A R K E T I N G
Supplemental: Not in book
2 . W H AT D O Y O U W A N T T O S AY ?5 S T E P G U I D E T O S O C I A L M E D I A M A R K E T I N G
Supplemental: Not in book
3 . W H E N D O Y O U W A N T T O S AY I T ?5 S T E P G U I D E T O S O C I A L M E D I A M A R K E T I N G
Supplemental: Not in book
4 . H O W W I L L Y O U E N G A G E ?5 S T E P G U I D E T O S O C I A L M E D I A M A R K E T I N G
Supplemental: Not in book
5 . W H AT T O O L S W I L L Y O U U S E ?5 S T E P G U I D E T O S O C I A L M E D I A M A R K E T I N G
Supplemental: Not in book
B U I L D I N G A S O C I A L M E D I A P L A N
• Who do you want to reach?
• What do you want to say?
• When do you want to say it?
• How will you engage?
• What tools will you use?
S O C I A L N E T W O R K S I T E S
Creators Bonders
ProfessionalsSharers
G O I N G M O B I L E A N D S O C I A L
H O W T O D O A S O C I A L M E D I A M A R K E T I N G C A M PA I G N
Identify strategy goals Target audience
Campaign: experiment &
engageBudget Monitor &
change
S O C I A L M E D I A M O N I T O R I N G
• Big data is becoming big business
• Companies can monitor and identify trends using social media
• http://youtu.be/vMpqQjvzzVk
M A N A G I N G Y O U R I N D I V I D U A L B R A N D VA L U E I N A S O C I A L M E D I A W O R L D
Social reach refers to how many people a person influences.
Influence is the extent to which the person influences others.
Extended network is the influence of the person’s cumulative network.
http://www.garyvaynerchuk.com/its-not-about-the-numbers/
G L O S S E R Y
• Bonders are social butterflies who use social media to enhance and expand their relationships, which they consider all-important in their lives.
• Creators, those hip, cool contributors, sit at the cutting edge and plan to stay there. Social media give them new ways to post and share their creative, clever ideas.
G L O S S E R Y
• Hits – total requests for a page.
• Page views – the number of times any pages gets viewed by any visitor.
• Bounce rate – the percentage of times a visitor leaves the site almost immediately.
• Click paths – how users proceed through the information.
• Conversion rates – what percentage of visitors act as the marketer hopes
• Keyword analysis – what keywords people use to search on the Internet for their products and services.
G L O S S E R Y
• Professionals , who are constantly on the go and busy, want to appear efficient, with everything together, so they use social media to demonstrate just how smart they are.
• Sentiment analysis allows marketers to analyze data from these sources to collect consumer comments about companies and their products.
• Sharers really want to help others, and the best way to do so is by being constantly well informed so that they can provide genuine insights to others.
G L O S S E R Y
• Social media refers to content distributed through social interactions.