Lecture Marketing: The core (5/e): Chapter 16 – Kerin, Hartley, Rudelius

Chapter 16: Using social media to connect with consumers. In this chapter, you learned to: 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, 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,...

QuickTime™ and a  decompressor are needed to see this picture                                McGraw­Hill/Irwin                                                                                         Copyright © 2013 by The McGraw­Hill Companies, Inc.  All rights reserved LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: LO1 LO2 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 16­2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: LO3 LO4 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 Explain how social media can produce sales revenues for a brand and compare the performance measures linked to inputs or costs versus outputs or revenues 16­3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: LO5 Describe how the convergence of the real and digital worlds affects the future of social media 16­4 CONNECTING WITH TODAY’S COLLEGE STUDENTS USING FACEBOOK AND TWITTER 16­5 LO1  UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? How Social Media Came About • Web 2.0 • Blog • User Generated Content (UGC)  Defining Social Media 16­6 LO1  UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? Classifying Social Media • Media Richness • Self-Disclosure 16­7 FIGURE 16-1 Social media classified by media richness and self-disclosure 16­8 LO1 UNDERSTANDING SOCIAL MEDIA COMPARING SOCIAL AND TRADITIONAL MEDIA  Ability to Reach Both Large and Niche Audiences  Expense and Access  Training and Number of People Involved  Time to Delivery  Permanence  Credibility and Social Authority 16­9 LO2 FOUR IMPORTANT SOCIAL NETWORKS FACEBOOK  Facebook: An Overview  Facebook in a Brand Manager’s Strategy • Facebook Pages: Generate Awareness • Make It Familiar, But with a Twist • Keep It Fresh • Let Users Get Engaged and Guide Content 16­10 LO5 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS THE GLOBAL MARKETING REACH OF SOCIAL MEDIA  Example: T-Mobile Promotion 16­32 VIDEO CASE 16 AOI MARKETING: USING FACEBOOK ® TO LAUNCH BITTER GIRLS 16­33 VIDEO CASE 16 BITTER GIRLS (a) What is the image you first have when you hear the brand name “Bitter Girls”? What are both (b) the strengths and (c) the weaknesses in linking this brand name to the concept of empowering tweens and teens? 16­34 VIDEO CASE 16 BITTER GIRLS How can social media be used to drive traffic to the Bitter Girls website? 16­35 VIDEO CASE 16 BITTER GIRLS How can Bitter Girls (a) bring people from its website to its Facebook Page and (b) increase their involvement and participation on its Facebook Page? (c) Why are these important goals? 16­36 VIDEO CASE 16 BITTER GIRLS (a) How can Bitter Girls find new likes? (b) On what other Facebook Pages should Bitter Girls advertise? 16­37 VIDEO CASE 16 BITTER GIRLS (a) What products besides apparel and mobile phone cases might Bitter Girls license? (b) How can Bitter Girls promote its products through Facebook? 16­38 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 16­39 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 16­40 Social Media Social media consist of online media where users submit comments, photos, and videos— often accompanied by a feedback process to identify “popular” topics 16­41 Facebook 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 16­42 Twitter Twitter is a website that enables users to send and receive “tweets,” messages up to 140 characters long 16­43 LinkedIn LinkedIn is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople 16­44 YouTube YouTube is a video-sharing website in which users can upload, distribute, view, and comment on videos 16­45 Apps Apps are small, downloadable software programs that can run on smartphones and tablet devices 16­46 ... revenues 16 3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: LO5 Describe how the convergence of the real and digital worlds affects the future of social media 16 4 CONNECTING... Twitter, Blogs, etc 16 26 LO5 THE FUTURE: SOCIAL MEDIA + SMARTPHONES + EXOTIC APPS THE CONVERGENCE OF REAL & DIGITAL WORLDS  The Convergence  The Devices  Apps 16 27 FIGURE 16- 6 An array of diverse... brand managers integrate them into their organizations’ marketing actions 16 2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: LO3 LO4 Describe the differing roles of