Bài giảng Marketing - Chapter 19: Using social media to connect with consumers

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.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.LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO:LO2LO1Describe 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.LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO:LO4LO3Describe how the convergence of the real and digital worlds affects the future of social media.LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO:LO5CONNECTING WITH TODAY’S COLLEGE STUDENTS USING FACEBOOK AND TWITTERFIGURE 19-1 Information sources college students prefer to use to buy products and servicesHow Social Media Came AboutWeb 2.0BlogDefining Social MediaUser Generated Content (UGC)UNDERSTANDING SOCIAL MEDIAWHAT ARE SOCIAL MEDIA?LO1Classifying Social MediaMedia RichnessSelf-DisclosureUNDERSTANDING SOCIAL MEDIAWHAT ARE SOCIAL MEDIA?LO1FIGURE 19-2 Social media classified by media richness and self-disclosureAbility to Reach Both Large and Niche AudiencesUNDERSTANDING SOCIAL MEDIACOMPARING SOCIAL AND TRADITIONAL MEDIALO1Expense and AccessTraining and Number of People InvolvedPermanenceCredibility and Social AuthorityTime to DeliveryFacebook: An OverviewLeverage Your AssetsKeep It FreshFOUR IMPORTANT SOCIAL NETWORKSFACEBOOKLO2Facebook in a Brand Manager’s StrategyMake It Familiar, But with a TwistLet Users Get Engaged and Guide ContentFIGURE 19-3 The Facebook Profile Page for Bitter GirlsFIGURE 19-4 How brand managers can use four social networks in developing their marketing strategiesTwitter: An OverviewFollow the Twitter ProfilesRespond to User CriticismFOUR IMPORTANT SOCIAL NETWORKSTWITTERLO2Twitter in a Brand Manager’s StrategyGenerate Brand BuzzTweet on Topics of Interest to ConsumersJFK Library VideoLinkedIn: An OverviewFind Jobs and Business OpportunitiesReview ProfilesFOUR IMPORTANT SOCIAL NETWORKSLINKEDINLO2LinkedIn in a Brand Manager’s StrategyMake ConnectionsEnable Advertisers to Reach PeopleYouTube: An OverviewCreate a Channel Rich in Key WordsUse YouTube Analytics to Target ViewersFOUR IMPORTANT SOCIAL NETWORKSYOUTUBELO2YouTube in a Brand Manager’s StrategyRemember That Money MattersOK Go Music VideoMARKETING MATTERSWhat Are Some of Your OtherFavorite Social Networks?LO2FlickrTumblrHi5FoursquareVimeoStumbleUponGrouponMeetupINTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIESSOCIAL MEDIA & THE STRATEGIC MARKETING PROCESSLO3Traditional Media: Passive ReceiversSocial Media:ActiveReceiversInfluentialsDelightedEvangelistsINTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIESSELECTING THE SOCIAL NETWORKLO3Recent Growth of the 4 Social NetworksAudience Data for Social NetworksSpecialized Focus for Social NetworksYouTubeVimeoNingFIGURE 19-5 Monthly unique U.S. visits to four social networking sites: Facebook, YouTube, Twitter, and LinkedIn FIGURE 19-6 The demographic characteristics of U.S. visitors to Facebook in late 2011INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIESHOW SOCIAL MEDIA PRODUCE SALESLO4Facebook Ad Platform: Role of a Brand ManagerFacebook Ad Platform: Role of FacebookFIGURE 19-7 Performance measures for social networks linked mainly to inputs or costs, as seen by a brand manager INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIESMEASURING SOCIAL MEDIA PROGRAM RESULTSLO4Performance Measures Linked to Inputs or CostsCost per Action (CPA)Cost per Thousand (CPM)Cost per Click (CPC)INTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIESMEASURING SOCIAL MEDIA PROGRAM RESULTSLO4Performance MeasuresLinked to Outputs or RevenuesFansShare of VoicePage ViewsVisitorsUnique VisitorsAverage Page Viewsper VisitorsInteraction RateClick-Through RateFan SourceINTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIESGREENPEACE VS. NESTLÉ’S KIT KATLO4The BackgroundGreenpeaces’ Actions and ResultsNestle’s Overreaction and Its EffectsINTEGRATING SOCIAL MEDIA INTOTODAY’S MARKETING STRATEGIESGREENPEACE VS. NESTLÉ’S KIT KATLO4Social Media Lessons for Brand ManagersCommunicate with Key InfluencersRespond SwiftlyCommunicate through Social MediaListen for Feedback to Recover BrandTHE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPSTHE CONVERGENCE OF REAL & DIGITAL WORLDSLO5The ConvergenceThe DevicesAppsMARKETING MATTERSWhat Are Some of Your OtherFavorite Social Networks?LO5Plants vs. ZombiesWord LensFIGURE 19-8 An array of diverse elements leads to a convergence of the real and digital worlds that trigger marketing actions THE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPSCONVERGENCE LINKS SOCIAL MEDIA TO MARKETING ACTIONSLO5Price-Comparison SearchesLoyalty ProgramsLocation-Based PromotionsTHE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPSWHERE TO NOW?LO5Personalization of Social Media ConnectionsExplosion of Devices and AppsGeneration of Advertising IncomeMeasurement of Social Media ROISocially-Networked CommunitiesTHE FUTURE: SOCIAL MEDIA +SMARTPHONES + EXOTIC APPSTHE GLOBAL REACH OF SOCIAL MEDIALO5Social Media and Global MarketingSocial Media and International AffairsAOI MARKETING: USING FACEBOOK TO LAUNCH BITTER GIRLS®VIDEO CASE 19VIDEO CASE 19BITTER GIRLS1. (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?VIDEO CASE 19BITTER GIRLS2. How can social media be usedto drive traffic to the Bitter Girls website?VIDEO CASE 19BITTER GIRLS3. 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?VIDEO CASE 19BITTER GIRLS4. (a) How can Bitter Girls find new likes? (b) On what other Facebook Pages should Bitter Girls advertise?VIDEO CASE 19BITTER GIRLS5. (a) What products besides apparel and mobile phone cases might Bitter Girls license? (b) How can Bitter Girls promote its products through Facebook?BlogA 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.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.Social MediaSocial media consist of online media where users submit comments, photos, and videos—often accompanied bya feedback process to identify “popular” topics.FacebookFacebook is a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and “likes” with them.TwitterTwitter is a website that enables users to send and receive “tweets,” messages up to 140 characters long.LinkedInLinkedIn is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.YouTubeYouTube is a video-sharing website in which users can upload, distribute, view, and comment on videos.AppsApps are small, downloadable software programs that can run on smartphones and tablet devices.