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CHAPTER

SOCIAL AND MOBILE MARKETING

3

Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

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L E A R N I N G O B J E C T I V E S

Describe the 4E framework of social media marketing.

Understand the types of social media.

Understand the methods for marketing yourself using social media.

Recognize and understand the three components of a social media strategy.

Social and Mobile Marketing

LO1

LO2

LO3

LO4

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The 4E Framework For Social Media

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Excite the Customer

Offer must be relevant to its targeted customer.

Relevancy can be achieved by providing personalized offers.

© Genevieve Ross/AP Images

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Educate the Customer

Golden opportunity:

Product’s value proposition and offered benefits.

Courtesy Staples, Inc.

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Experience the Product or Service

Information about a firm’s goods and services

Simulating real experiences

Courtesy Temptalia.com

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Engage the Customer

Action, loyalty, and commitment

Positively engaged consumers lead to more profitability

Engagement can also backfire

©Dave Carroll.

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CHECK YOURSELF

1. What are the 4 Es?

2. What social media elements work best for each of the 4 Es?

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Categories of Social Media

Social network sites

Media sharing sites

Thought sharing sites

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Social Network Sites

Excellent way for marketers to create excitement

Facebook

LinkedIn

Google+

© Weng lei - Imaginechina via AP Images

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Media - Sharing Sites

Highlight how

consumers can experience

Encourage

consumers to engage

Courtesy HSN, Inc.

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Thought - Sharing Sites

Blogs

Corporate blogs

Professional blogs

Personal blogs

Microblogs

Twitter

LocalResponse

Cou

rte

sy C

risp

So

cial

/Co

pen

ha

gen

, D

enm

ark.

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Going Mobile and Social

Need for Me Time

Need to Socialize

Need to Shop

Need to Accomplish

Need to Prepare

Need to Discover

Need to Self-Express

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CHECK YOURSELF

1. What are the seven types of customer motivations for using mobile apps?

2. What are the four options to price mobile apps?

3. What are some of the most popular types of mobile applications?

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How do firms engage their customers using social media?

Listen Analyze Do

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Listening

Sentiment analysis

Attitudes

Preferences

©Stockbroker/Purestock/SuperStock.

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Analyzing

Hits

Page views

Bounce rate

Click paths

Conversion rates

Keyword analysis

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How to Do a Social Media Marketing Campaign

Identify strategy goals

Campaign: experiment &

engage Monitor & change