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Social and Mobile Marketing

Marketing 325
by

Elizabeth Lacock

on 3 June 2013

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Transcript of Social and Mobile Marketing

Chapter 3 Journey Understand the types of social media. Learning Objective 3 Recognize and understand the three components of a social media strategy. Learning Objective 5 Learning Objective 1 Learning Objective 2 Understand the
types of mobile Learning Objective 4 Understand the methods for marketing yourself using social media. Social and Mobile Marketing Describe the
4E framework
of social media
marketing. Beth Lacock & Bridget Waldron applications. Experience Educate Excite Engage EXCITE customers with relevant offers. EDUCATE customers about the offering. What are
the four
Es? Help customers EXPERIENCE products, whether directly or indirectly. Customers have an
opportunity to
ENGAGE with their
social network. What do social networks do to excite you? In a sense, the first
three Es set the stage
for the last one: engaging
the customer. Now that we know the four Es

let's see what's next! Categories of Social Media Social
Networking
Sites Media-
sharing
Sites Thought-
sharing
Sites Here is something
I think we are all
pretty familiar with ... Social Network sites are
a great way for marketers
to create excitement. People
can interact with friends
or business acquaintances. Companies use media-sharing
sites to highlight how consumers
can experience their goods or
services, as well as encourage
consumers to engage with the firm,
its other social media outlets, and
other consumers. Thought-sharing sites consist
of different types of blogs:
corporate, professional, personal,
or micro. Moving on ... Types of mobile applications:
Going Mobile and Social Social Media Access Breakdown -
97% access via their computers
37% access via their phones
3% access via iPads
2% access via e-readers Approximately 50 million people make purchases
off of their smart phones. Mobile marketing
is significant and
g r o w i n g Mobile marketing is particularly useful for creating excitement with consumers. Price Check Apps Our textbook states that
Home Depot is a company
that does a good job of
providing "experience."
Here is an example of their
do it yourself videos. Several applications have been developed to better market goods and services. We will discuss a few types of apps including price check apps, fashion apps, and location apps. Blogs serve in educating
and engaging users.

They also enhance the user's experience
with the products and services
being discussed. Fashion Apps Location Apps Using a price checking app, customers
can scan a product in store and
instantly compare the prices online to
see the best price. What do you think about
these apps? Are they
ethical? The consumers who are most
likely to use mobile media also
are likely to buy from technology
and fashion-oriented firms. For example, Pinterest allows
people to "pin" merchandise,
services, recipes, or ideas
onto a virtual bulletin board. Marketers can, therefore,
receive unlimited exposure
to their products and
services as like-minded people
share pinned items or services. 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're
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. Now that we have an understanding
of the social and mobile media at
the firm's disposal ... How should firms go about
using these resources to
ENGAGE customers? Our text outlines a
three stage process Listen Analyze Do Listen: Marketers can analyze the content
found on sites like Facebook, Twitter, online
blogs, and reviews to assess the favorableness
or unfavorableness of the sentiments, using a technique know as sentiment analysis. Analyze: Companies like Radian6 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: 1. It is important to determine the amount of
traffic to sites. 2. While knowing how many people are using
a firm's social and mobile media is
important, it is even more critical to learn
who those visitors are, what they are doing,
and what engages and excites them. 3. 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. 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. There are five steps for how to do a social
media marketing campaign: 1. Identify strategy and goals 2. Identify target audience 3. Develop the campaign: experiment and engage 4. Develop the budget 5. Monitor and change Now that we know how firms engage
their customers using social media,
we can move onto our last objective. Managing your individual brand
and marketing yourself using
social media! In the social media world, people engage in self-branding in new and exciting ways. Brands attempt to build awareness, aim to develop loyalty, and exert an impact. Individuals can apply these concepts to their own individual brand management using measures such as social reach, influence, and extended network. Several firms, such as Klout, have devised metrics to assess one's social impact. Having a social network presence is becoming increasingly important in finding certain types of marketing jobs. It is important to use caution in the way you portray yourself using social media, because once you put something out there it can be seen by all, including potential employers. Now to Bridget :) Does anyone else use YouTube to find demonstrations of how to use products or services?
Full transcript