Chapter 16 Social and Mobile Marketing

Chapter 16 - Social and Mobile Marketing Chapter 16 Social and Mobile Marketing Multiple Choice Questions Which of the following is NOT an objective of marketing communications using the 4E framework? A Exciting customers B Educating customers C Enabling customers to Experience products D Enabling customers to Engage with their social network E Evaluating customers Evaluating the customer is not associated with the 4E framework of social media The objective of the 4E framework of social media includes exciting customers with relevant offers, educating them about the offering, helping them experience products, whether directly or indirectly, and giving them an opportunity to engage with their social network 16-1 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 16-01 Describe the 4E framework of social media marketing Topic: 16-01 The 4E Framework for Social Media In the context of the 4E framework of social media, offering customers interesting deals that would be relevant to them is part of: A exciting the customer B educating the customer C experiencing a product D engaging the customer E evaluating a product In the context of the 4E framework of social media, offering customers interesting deals that would be relevant to them is part of exciting the customer Relevancy can be achieved by providing personalized offers Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-01 Describe the 4E framework of social media marketing Topic: 16-02 Excite the Customer Which of the following is a primary factor to excite a customer in the context of the 4E framework of social media marketing? A High frequency of engagement through advertisements B Relevancy of offers to the targeted segment C Detailed technical information about a product or service D Availability of prestige products at premium price E High-budget promotional activities To excite customers, an offer must be relevant to its targeted customer Relevancy can be achieved by providing personalized offers, which are determined through insights and information obtained from customer relationship management and/or loyalty programs 16-2 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-01 Describe the 4E framework of social media marketing Topic: 16-02 Excite the Customer In the context of the 4E framework of social media, letting the customers know about a firm's offering is the objective of: A exciting the customer B educating the customer C experiencing a product D engaging the customer E evaluating a product In the context of the 4E framework of social media, letting the customers know about a firm's offering is the objective of educating the customer When potential customers arrive at the websites or stores, the marketer has a golden opportunity to educate them about its value proposition and communicate the offered benefits Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-01 Describe the 4E framework of social media marketing Topic: 16-03 Educate the Customer Which of the following factors is the primary objective of educating the customer in the context of the 4E framework of social media marketing? A Exciting interested customers with personalized offers B Helping potential customers understand the value proposition of a product/service C Enabling customers to experience a product or service D Staying connected with existing customers E Assisting customers to evaluate a product or service before making purchase decisions Helping potential customers understand the value proposition of a product/service is the primary objective of educating the customer as in the context of the 4E framework of social media marketing Some of the information communicated may be new, but in some cases, education is all about reminding people about what they already know 16-3 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-01 Describe the 4E framework of social media marketing Topic: 16-03 Educate the Customer Which of the following is primarily aimed at helping customers assess and understand a product before buying it? A Exciting the customer B Educating the customer C Experiencing a product or service D Engaging the customer E Evaluating customer response Experiencing a product or service helps customers assess and understand a product before buying it This is particularly useful for products that are sold online Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-01 Describe the 4E framework of social media marketing Topic: 16-04 Experience the Product or Service In the context of the 4E framework of social media, building a positive relationship with customers in the hope of retaining their loyalty is primarily associated with: A exciting the customer B educating the customer C experiencing the product or service D engaging the customer E evaluating the customer In the context of the 4E framework of social media, building a positive relationship with customers in the hope of retaining their loyalty is primarily associated with engaging the customer Through social media tools such as blogging and microblogging, customers actively engage with firms and their own social networks 16-4 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-01 Describe the 4E framework of social media marketing Topic: 16-05 Engage the Customer Which of the following is true about engaging the customer in the context of the 4E framework of social media marketing? A It is associated with communicating personalized offers designed for interested customers B Its primary objective is to help potential customers understand the value proposition of a product or service C It could be either positive or negative and is aided by tools such as blogging and microblogging D It assists the customers to understand the features of a product or service and assess its utility E It assures customers of the superiority of a firm's product relative to similar products in the market Through social media tools such as blogging and microblogging, customers actively engage with firms and their own social networks Such engagement can be negative or positive Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-01 Describe the 4E framework of social media marketing Topic: 16-05 Engage the Customer All of the following statements are true about engaging customers on social media EXCEPT: A The other Es set the stage for engaging the customers on social media B Engagement increase the potential for a relationship with customers C Engagement can be positive or negative D Negative engagements could be damaging E Engaged customers tend to be more profitable Positively engaged customers tend to be more profitable 16-5 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Difficult Learning Objective: 16-01 Describe the 4E framework of social media marketing Topic: 16-05 Engage the Customer 10 Which of the following does NOT hold true for social media marketing? A It is difficult to accurately target and segment markets using social networking platforms B Social media-aided platforms are an effective marketing tool for gaining mass popularity quickly C Media-sharing tools assist in leveraging social capital to build brand identity and relationships D Online platforms could act as a rapidly spreading complaint forum that can break the reputation of a brand quickly E It is more challenging to determine ROI for social media than for more traditional IMC applications Display advertising with Facebook ads and other social networking platforms targets specific groups of people, according to their profile information, browsing histories, and other preferences Thus, they offer a variation on more traditional forms of promotion, with the promise of more accurate targeting and segmentation 16-6 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-02 Understand the types of social media Topic: 16-07 Social Network Sites 11 Which of the following is NOT true with regard to Facebook? A It allows companies to access the same features as individuals to promote their brands and engage with its customers B The multiplier effect enabled through newsfeed and follow option makes it a very attractive platform for marketers to promote their products or services C Its promise of more accurate targeting and segmentation increases its effectiveness as a marketing tool D Companies can post content and information regarding products, events, news, or promotions that might be exciting to their customers E Its variation from other networking sites as being a professional, instead of a friendshipbased site, makes it an exclusive forum for professionals and entrepreneurs to build their networks Facebook is a well-known social networking site, and it is not exclusively a networking forum for professionals and entrepreneurs LinkedIn, another networking site, offers such features Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-02 Understand the types of social media Topic: 16-07 Social Network Sites 12 Which of the following is true of Facebook? A It is a corporate blog designed to allow marketing managers to maintain a two-way dialogue directly with end users B It allows companies to broadcast from their own channel, that is, a site that contains content relevant only to the company's own products C It enables sharing updates, news, and opinions, as well as monitoring popular news stories and tracking growing trends D It is designed as a platform for gaming communities to interact online and draw in new customers interested in gaming E It is an exclusive forum for professionals and entrepreneurs to build their networks Facebook enables sharing updates, news, and opinions, as well as monitoring popular news stories and tracking growing trends It also offers marketers a promise of accurate targeting and segmentation 16-7 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-02 Understand the types of social media Topic: 16-07 Social Network Sites 13 Which of the following sites would be ideal to share updates, interact with friends, and stay connected with them on a regular basis? A Flickr B YouTube C Facebook D Picasa E Vimeo Facebook is a social networking site that would be ideal to share updates, interact with friends, and stay connected with them on a regular basis It not only lets individual users connect with others but also gives marketers the ability to carefully target their audience Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-02 Understand the types of social media Topic: 16-07 Social Network Sites 14 Which of the following features best makes Facebook an effective forum for individuals as well as companies to promote themselves? A The option to broadcast content related to a firm's own products through a separate channel B The opportunity to stay connected with friends and communicate instantly using instant messaging options C The ability to share photos with friends using the "share" option D The ability to share information and stay connected all the time, irrespective of whether the users are online or offline E The "wall" in their page where they can post updates, photos, and videos, or participate in a discussion board The "wall" in their page where they can post company updates, photos, and videos or participate in a discussion board makes Facebook an effective forum for individuals, as well as companies, to promote themselves Through this form of free exposure, companies can post content and information regarding products, events, news, or promotions that might be exciting to their customers It allows individuals to share updates, news, and opinions, and to track growing trends 16-8 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-02 Understand the types of social media Topic: 16-07 Social Network Sites 15 Facebook is primarily a: A social networking site B video-sharing site C photo site D microblog E corporate blog Facebook is primarily a social networking site It not only lets individual users connect with others but also gives marketers the ability to carefully target their audience and engage existing customers Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-02 Understand the types of social media Topic: 16-07 Social Network Sites 16 Which of the following sites would be most effective to spread the message when requesting for blood donation in case of an emergency? A Facebook B YouTube C LinkedIn D Flickr E Personal blogs Facebook would be most effective to spread the message when requesting blood donations in case of an emergency With more than 1.1 billion active users and features like newsfeed and multiplier effect, it would spread the message quicker to a large number of users 16-9 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 16-02 Understand the types of social media Topic: 16-07 Social Network Sites 17 An event is planned to support a noble cause The organizers of the event would like to invite volunteers to take part in the event Which of the following platforms would be ideal to communicate this to a large number of people at short notice? A Personal blog B Facebook C YouTube D Picasa E Vimeo Facebook would be ideal for this purpose Its features like newsfeed that enables multiplier effect, ability to identify like-minded people, etc gives Facebook an edge over other online advertising platforms Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 16-02 Understand the types of social media Topic: 16-07 Social Network Sites 18 LinkedIn is an example of a: A social networking site B video-sharing site C photo site D microblog E corporate blog LinkedIn is a professional networking site that allows users to share their professional lives It is a place where users can post their résumés, network with other professionals, and search for jobs 16-10 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-04 Recognize and understand the three components of a social media strategy Topic: 16-16 Do 106 Social reach is the influence of a person's extended network FALSE Social reach refers to how many people a person influences It is a metric used to measure individual social media effectiveness or equity Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-05 Understand the methods for marketing yourself using social media Topic: 16-17 Managing Your Personal Brand in a Social Media World 107 Being active on social media implies that the individual is influential FALSE There is a big difference between being active and being influential Simply re-tweeting comments from other creators is insufficient to achieve true influence Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-05 Understand the methods for marketing yourself using social media Topic: 16-17 Managing Your Personal Brand in a Social Media World 108 Extended network is a metric that helps assess social media effectiveness TRUE Measures of individual social media effectiveness or equity use metrics such as social reach, influence, and extended network Extended network refers to the influence of a person's extended network 16-56 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-05 Understand the methods for marketing yourself using social media Topic: 16-17 Managing Your Personal Brand in a Social Media World Short Answer Questions 109 Give examples for the most appropriate social media tools that can be employed to implement the four Es in the 4E framework for social media marketing Different social media tools can be used independently or in combination to effectively implement the four Es in the 4E framework for social media marketing • Excite the customer: Social networking sites are the most effective tools to excite a customer about a firm's products and services Mobile applications and media-sharing sites can also be employed for this purpose • Educate the customer: Thought-sharing sites like websites, blogs, and microblogs are the best tools to educate customers However, media-sharing tools like videos can also be used as instructional tools to help customers understand a product or service better • Experience the product or service: Media-sharing sites are the most effective ways that can simulate the experience of using a product or service as close to the real experience as possible Thought-sharing sites can also help customers interact with each other and share their experiences of a product or service • Engage the customer: Social networking sites, mobile applications, media-sharing sites, and thought-sharing sites help firms engage their customers 16-57 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-01 Describe the 4E framework of social media marketing Topic: 16-01 The 4E Framework for Social Media 110 Discuss the features of Facebook as an effective marketing tool in today's social media marketing environment Provide an example to support your answer On this well-known social network platform, more than 1.1 billion active users give companies a forum for interacting with their fans Companies have access to the same features that regular users do, including a "wall" where they can post company updates, photos, and videos or participate in a discussion board Through this form of free exposure, the company can post content and information regarding products, events, news, or promotions that might be exciting to their customers Only the fans of their page generally have access to such information, so the company can specifically target its fans Successful companies on Facebook attempt to excite their customers regularly When a fan indicates that he or she "likes" a certain post, the message gets relayed to a news feed Then every friend of that user sees what he or she likes, creating an exciting and huge multiplier effect In an attempt to extend the viral reach of posts, Facebook added the use of hashtags Display advertising with Facebook ads targets specific groups of people, according to their profile information, browsing histories, and other preferences Thus, Facebook offers a variation on more traditional forms of promotion, with the promise of more accurate targeting and segmentation 16-58 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-02 Understand the types of social media Topic: 16-07 Social Network Sites 111 Discuss the role of LinkedIn as a marketing platform A professional site, LinkedIn allows users to share their professional lives With more than 300 million users, it is a place where users can post their résumés, network with other professionals, and search for jobs In this site, users post to question-and-answer forums, job searches, and post personal intellectual property, such as presentations they have given The professional networking benefits of LinkedIn are particularly beneficial for small business owners More than 12 million of LinkedIn's users are small business owners, making it an excellent resource for entrepreneurs to network with like-minded firms, identify the best vendors, or build brand reputation by participating in LinkedIn's professional association groups With more than 150,000 company profiles on LinkedIn, it also offers a great place to prospect for new business customers and keep an eye on and get key information about competitors Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-02 Understand the types of social media Topic: 16-07 Social Network Sites 112 With reference to media-sharing sites, how are photo sites used by marketers as part of their marketing promotion strategy? Provide on example Photo sites tend to be less popular as marketing tools, yet some innovative companies have found ways to engage with customers, such as by hosting picture-posting competitions or using photos to communicate core tenets and values 16-59 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-02 Understand the types of social media Topic: 16-08 Media-sharing Sites 113 Compare and contrast social network sites, media-sharing sites, and thought-sharing sites Provide at least one example for each Social network sites are an excellent way for marketers to create excitement….Facebook, Snapchat, LinkedIn and Google+ are good examples Media-sharing sites explicitly rely on ability of users to share content they have generated Companies use such sites to highlight how consumers can experience their product or services as well as to encourage consumers to engage with the firm Examples are YouTube, Vimeo, Vine, Flickr, and Instagram In terms of the 4E framework, companies use such sites to highlight how consumers can experience their goods or services as well as to encourage consumers to engage with the firms Thoughtsharing sites consists of different types of blogs: corporate, professional, personal and micro In terms of the 4E framework, blogs are particularly effective at educating and engaging users and in many cases enhance their experience with the products and services being discussed Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Difficult Learning Objective: 16-02 Understand the types of social media Topic: 16-07 Social Network Sites Topic: 16-08 Media-sharing Sites Topic: 16-09 Thought-sharing Sites 114 Explain the features of professional blogs From a marketing perspective, professional blogs are those written by people who review and give recommendations on products and services Marketers often offer free products or provide modest remuneration to top-rated professional bloggers, in the hopes of getting a good product review Marketers have less control over professional bloggers than they their own corporate blogs But consumers seem to trust professional bloggers' reviews much more than corporate blogs and other more traditional media, like advertising Such trust may be fleeting, however, as more consumers realize that professional bloggers are often compensated for positive reviews 16-60 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-02 Understand the types of social media Topic: 16-09 Thought-sharing Sites 115 Differentiate between paid, owned, and earned media Provide at least one example for each Paid: use of paid advertising channels to deliver a brand's message and/or drive traffic to owned or controlled properties Owned: Media, content, assets and community platforms partially or wholly owned and controlled by the brand Earned: Unique brand presence on established channels gained through editorial influence other than advertising Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-02 Understand the types of social media Topic: 16-10 Paid, Owned, Earned Media 116 Provide one example of a price check app and explain how it is beneficial to customers Using a price check app, such as at Amazon, or Stylish Girl, customers can scan a product in a store and instantly compare the prices online to see whether a better deal is available When out shopping, smartphone users no longer have to go from store to store or stop home to go online and compare prices 16-61 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-03 Understand various motivations for using mobile applications and how they are priced Topic: 16-12 App Pricing Models 117 Describe sentiment analysis Marketers can analyze the content found on sites like Facebook, Twitter, online blogs, and reviews to assess the favourableness or unfavourableness of the sentiments, using a technique known as sentiment analysis Sentiment analysis allows marketers to analyze data from these sources to collect consumer comments about companies and their products The data are then analyzed to distill customer attitudes and preferences, including reactions to specific products and IMC campaigns Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-04 Recognize and understand the three components of a social media strategy Topic: 16-14 Listen 118 Describe the metrics used to measure individual social media effectiveness Measures of individual social media effectiveness or equity use metrics such as social reach, which refers to how many people a person influences (e.g., number of individuals in the person's social networks such as Facebook and LinkedIn); influence, which is the extent to which the person influences others (e.g., how much the people in a person's network read that person's content); and extended network, or the influence of the person's extended network, that is, the cumulative number of members (10,000) = 100 members each having 100 members of their own 16-62 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-05 Understand the methods for marketing yourself using social media Topic: 16-17 Managing Your Personal Brand in a Social Media World 119 Describe the 4E framework of social media marketing The changing role of traditional media, sales promotions, and retail, coupled with the new media of social, mobile, and online, has led to a different way of thinking about the objectives of marketing communications using the 4E framework • Excite customers with relevant offers • Educate them about the offering • Help them Experience products, whether directly or indirectly • Give them an opportunity to Engage with their social network Excite the customer: Marketers use many kinds of social media-related offers to excite customers, including mobile applications and games to get customers excited about an idea, product, brand, or company Firms actively use social networks like Facebook and Google+ to communicate deals that are likely to excite consumers To excite customers, an offer must be relevant to its targeted customer Relevancy can be achieved by providing personalized offers, which are determined through insights and information obtained from customer relationship management and/or loyalty programs To obtain these insights and information, the firm might use online analytic tools such as Google analytics or a listening system such as those provided by Radian6 In some cases location-based software and applications help bring the offer to the customers when they are in the process of making a purchase decision Educate the customer: An imperative of well-designed social media marketing offers is that they have a clear call to action: To draw customers through their computers, tablets, and mobile devices into online websites or traditional retail stores When potential customers arrive at the websites or stores, the marketer has a golden opportunity to educate them about its value proposition and communicate the offered benefits Some of this information may be new, but in some cases, education is all about reminding people about what they already know Therefore, by engaging in appropriate education, marketers are expanding the overlap of the benefits that they provide with the benefits that customers require In this sense, the second E of the 4E framework constitutes a method to develop a sustainable competitive advantage Experience the product or service: Although most of the top videos on social media are funny, silly, or otherwise entertaining, a site's most useful contributions may be the vivid information it provides about a firm's goods and services—how they work, how to use them, and where they can be obtained YouTube and similar sites can come relatively close to simulating real experiences Such benefits are very common for products that have long been sold online—so much so that we might forget that it used to be difficult to assess these products before buying them But today, consumers can download a chapter of a new book onto their tablet before buying it They can try out a software option for a month before buying it Engage the customer: In a sense, the first three Es set the stage for the last one: engaging the customer With engagement comes action, the potential for a relationship, and possibly even loyalty and commitment Through social media tools such as blogging and microblogging, 16-63 Chapter 16 - Social and Mobile Marketing customers actively engage with firms and their own social networks Such engagement can be negative or positive Positively engaged consumers tend to be more profitable consumers, purchasing 20 to 40 percent more than less engaged customers 16-64 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-01 Describe the 4E framework of social media marketing Topic: 16-01 The 4E Framework for Social Media 120 How does mobile media influence the market? Although 97 percent of consumers access social media through their computers, 37 percent access these media via their mobile phones, percent through iPads, and percent through ereaders In terms of the 4E framework, mobile marketing is particularly useful for creating excitement with consumers at the time of sale Several applications have been developed to better market goods and services to these attractive consumers Some of these apps include price check apps, fashion apps, and location apps Price check apps: When out shopping, smartphone users no longer have to go from store to store or stop home to go online and compare prices Using a price check app, such as at Amazon, or Stylish Girl, customers can scan a product in a store and instantly compare the prices online to see whether a better deal is available Although price checking can encourage competition, companies can stray into ethical grey areas depending on how they promote their apps Fashion apps: The consumers who are most likely to use mobile media also are likely to buy from technology and fashion-oriented firms, whether they are fashion or technology retailers, or sell fashion magazine content or brand information Style.com offers a mobile application for people to access the same content available on the Style magazine website, including blogs, reviews, couture shows, and video feeds Location-based "gamified" apps: Smartphone owners are increasingly using location-based apps Customers can download several free apps that use the GPS function of their phone to share what they are doing, where they are, and when they're doing it Companies use these apps to build loyalty by making patronage a game, a process known as gamification 16-65 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-03 Understand various motivations for using mobile applications and how they are priced Topic: 16-12 App Pricing Models 121 Briefly describe the processes involved in effectively engaging customers using social and mobile media Provide one example for each The three-stage process is to listen to what customers have to say, analyze the information available through various touch points, and finally implement social media tactics to excite customers Listen: From a market research point of view, companies can learn a lot about their customers by listening (and monitoring) what they say on their social networks, blogs, review sites, etc Customers appear willing to provide their opinions about just about anything including their interests and purchases—both their own and those of their friends Writing blogs and providing opinions via polls about diverse topics constitute new ways that customers communicate with one another—and with marketers who are paying attention Marketers can analyze the content found on sites like Facebook, Twitter, online blogs, and reviews to assess the favourableness or unfavourableness of the sentiments, using a technique known as sentiment analysis Sentiment analysis allows marketers to analyze data from these sources to collect consumer comments about companies and their products There are several companies that specialize in monitoring social media that may identify negative consumer sentiment and then provide services to help its client respond Reacting to attitudes uncovered in sentiment analysis allows companies to counteract negative opinions, maybe influence those perceptions, and perhaps win customer loyalty Analyze: Fortunately, the companies that help facilitate listening also provide analytic tools to assess what customers are saying about the firm and its competitors There are three main categories of analysis used for understanding data collected from social media First, it is important to determine the amount of traffic using their sites, visiting their blogs, or tweeting about them Measures used for this purpose include hits, visits to a particular site or page, unique visitors to the site, and page views Second, while knowing how many people are using a firm's social media is important, it is even more critical to learn who those visitors are, what they are doing, and what engages and excites them To analyze these factors, social media marketers use metrics such as the bounce rate, which refers to the percentage of times a visitor leaves the site almost immediately, such as after viewing only one page Analyzing which pages are the most frequent entry and exit locations provides direction on how to make a website more effective In addition, following visitors' click paths shows how users proceed through the information—not unlike how grocery stores try to track the way shoppers move through their aisles A firm can use this information to provide users with an easier navigation experience through the site so they can more quickly find what they are looking for The data analysis can also reveal conversion rates, a measure that indicates what percentage of visitors or potential customers act as the marketer hopes, whether by clicking, buying, or donating Click paths and conversion rates can also reveal what users might have wanted, but not found, on the site Third, some companies want to analyze data that comes from other sites, such as measuring where people have come from to get to the company's site Firms can use keyword analysis to determine what keywords people use to search on the Internet for their products and services With this information, they can refine their websites by choosing keywords to use on their site that their customers use 16-66 Chapter 16 - Social and Mobile Marketing Do: Even the greatest analysis has little use if firms fail to implement what they have learned from analyzing their social and mobile media activity That is, social media may be all about relationships, but ultimately, firms need to use their connections to increase their business Deciding which tactics to employ and when is key A well-developed marketing strategy involves a host of social and mobile tools, working in conjunction with the firm's traditional IMC tactics, to move the consumer up the purchase decision hierarchy from awareness to purchase to loyalty 16-67 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-04 Recognize and understand the three components of a social media strategy Topic: 16-14 Listen Topic: 16-15 Analyze Topic: 16-16 Do 122 What are the appropriate steps that a firm should take as part of its social media marketing strategy to make it successful? Explain with the help of an example To illustrate how firms might go about using social media, let us assume a firm was developing a Facebook marketing campaign for a new product The following steps would help the firm achieve its objective Identify strategy and goals The firm has to determine exactly what it hopes to promote and achieve through its campaign Does it want to increase awareness of the product? Is it hoping more potential customers might visit and like its Facebook page? Is its focus mainly on increasing sales of the product? Depending on what the company aims to achieve, it might focus on developing a Facebook page, creating a Facebook app, or hosting a Facebook event Identify target audience The next step is to determine whom the company is targeting Facebook enables the firm to perform targeting that is based on location, language, education, gender, profession, age, relationship status, likes/dislikes, and friends or connections The marketer's aim is to find a big enough audience to reach those who might adopt the product without being so big that the company ends up trying to appeal to someone way outside its target audience Develop the campaign: experiment and engage Now that the firm knows whom it is targeting, the next step is to develop the communication, including the copy and images Here again, the process is not very different from any other IMC campaign There should be a call to action that is clear and compelling Strong, eye-catching images and designs are important And the campaign must appeal to the right customers However, an aspect that is more critical with social media than other forms of IMC is that the images and messages need to be updated almost constantly Because people expect changing content online, it would be inappropriate to run the same campaign for several months, as the firm might if it were advertising on television, for example Develop the budget Budgeting is key Facebook allows advertisers to set a daily budget: Once their costs (usually per click) reach a certain level, the ad disappears for the rest of the day Of course, this option can be risky if the firm is getting great feedback and, suddenly, a compelling ad disappears suddenly Therefore, similar to the campaign content, budgets demand nearly constant review For example, if a competitor lowers its price significantly, it might be necessary to follow suit to avoid being excluded from customers' consideration sets Monitor and change The final step is to review the success of the campaign and make changes as necessary Facebook's Ad Manager offers various metrics and reports, such as number of clicks on ads, audience demographics, and ad performance for specific time periods 16-68 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 16-04 Recognize and understand the three components of a social media strategy Topic: 16-16 Do 123 Explain five primarily customers' needs that mobile applications could satisfy Provide one example for each Need for "me time": customers need to have time set aside just for themselves - to be unproductive Need to socialize: customers want to stay connected with their friends and apps can help them achieve their goal Need to shop: customers demand to be able to shop when and where they want Need to accomplish: customers live busy lives and look to mobile apps to help them manage their activities and goals Need to prepare: customer lives get busier and faster paced, the need to keep organized and make quick decisions continues to grow Need to discover: apps also help fulfill our need for information, to know what's going on around us and to open our minds to new ideas Need to self-express: customers have diverse interests and tastes and as a result, have a need for apps that are tailored to their hobbies and passions 16-69 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Difficult Learning Objective: 16-03 Understand various motivations for using mobile applications and how they are priced Topic: 16-11 Understanding Mobile Applications 124 What are the job opportunities in social media that a marketing graduate can look forward to in today's context? A student who graduates with a marketing degree likely has a good foundation for one of the following social media jobs • Social media strategist: In this quite high paying social media job, people create social media marketing campaigns, then measure the results, using an effective strategic plan • Community manager: These positions are responsible for handling corporate forums and blogs, increasing traffic to the site, and broadening their company's community • Blogger: These highly sought after jobs provide great flexibility and freedom By posting articles on relevant websites, bloggers can earn $35-$75 hourly • Social media marketing specialist: These well-paid professionals distribute promotional channels using a range of social media channels, which requires strong online marketing skills • Search engine marketing associate: Focusing on search engines, these online marketers rely on their knowledge of optimization techniques to increase the organic search rankings for a website • Online customer service representative: Customers like to provide feedback, often online, and the best service companies make sure that someone is on hand to respond Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-05 Understand the methods for marketing yourself using social media Topic: 16-17 Managing Your Personal Brand in a Social Media World 16-70 ... targeting and segmentation 16- 7 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16- 02 Understand the types of social. .. product review 16- 16 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16- 02 Understand the types of social media... messages 16- 21 Chapter 16 - Social and Mobile Marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 16- 02 Understand the types of social media Topic: 16- 09