S O C I A L A N D M O B I L E M A R K E T I N G

C H A P T E R 3

Social and Mobile Marketing

S U G G E S T E D R E A D I N G

• Jab, Jab, Jab, Right Hook: @garyvee

• Unmarketing: @unmarketing

• Tribes: @sethgodin

• The Social Media Bible

S O C I A L M E D I A C O M M A N D C E N T E R

http://youtu.be/hiN9OAkPUiM

T H E 4 E F R A M E W O R K F O R S O C I A L M E D I A

Engage

Excite

Educate

Experience

E X C I T E T H E C U S T O M E R

Offer must be relevant to its targeted customer.

Relevancy can be achieved by providing personalized

offers.

E D U C AT E T H E C U S T O M E R

Golden opportunity: Product’s value proposition and

offered benefits.

E X P E R I E N C E T H E P R O D U C T O R S E R V I C E

http://youtu.be/A_Op6Km92E8

E N G A G E T H E C U S T O M E R

C H E C K Y O U R S E L F

• What are the 4 E’s?

• Find and example using social media of a brand using one of the 4 e’s - please share this example with the class

S O C I A L M E D I A M I S TA K E S

S O C I A L M E D I A M I S TA K E S

1 . W H O D O Y O U W A N T T O R E A C H ?5 S T E P G U I D E T O S O C I A L M E D I A M A R K E T I N G

Supplemental: Not in book

2 . W H AT D O Y O U W A N T T O S AY ?5 S T E P G U I D E T O S O C I A L M E D I A M A R K E T I N G

Supplemental: Not in book

3 . W H E N D O Y O U W A N T T O S AY I T ?5 S T E P G U I D E T O S O C I A L M E D I A M A R K E T I N G

Supplemental: Not in book

4 . H O W W I L L Y O U E N G A G E ?5 S T E P G U I D E T O S O C I A L M E D I A M A R K E T I N G

Supplemental: Not in book

5 . W H AT T O O L S W I L L Y O U U S E ?5 S T E P G U I D E T O S O C I A L M E D I A M A R K E T I N G

Supplemental: Not in book

B U I L D I N G A S O C I A L M E D I A P L A N

• Who do you want to reach?

• What do you want to say?

• When do you want to say it?

• How will you engage?

• What tools will you use?

S O C I A L N E T W O R K S I T E S

Creators Bonders

ProfessionalsSharers

G O I N G M O B I L E A N D S O C I A L

H O W T O D O A S O C I A L M E D I A M A R K E T I N G C A M PA I G N

Identify strategy goals Target audience

Campaign: experiment &

engageBudget Monitor &

change

S O C I A L M E D I A M O N I T O R I N G

• Big data is becoming big business

• Companies can monitor and identify trends using social media

• http://youtu.be/vMpqQjvzzVk

M A N A G I N G Y O U R I N D I V I D U A L B R A N D VA L U E I N A S O C I A L M E D I A W O R L D

Social reach refers to how many people a person influences.

Influence is the extent to which the person influences others.

Extended network is the influence of the person’s cumulative network.

http://www.garyvaynerchuk.com/its-not-about-the-numbers/

G L O S S E R Y

• Bonders are social butterflies who use social media to enhance and expand their relationships, which they consider all-important in their lives.

• Creators, those hip, cool contributors, sit at the cutting edge and plan to stay there. Social media give them new ways to post and share their creative, clever ideas.

G L O S S E R Y

• Hits – total requests for a page.

• Page views – the number of times any pages gets viewed by any visitor.

• Bounce rate – the percentage of times a visitor leaves the site almost immediately.

• Click paths – how users proceed through the information.

• Conversion rates – what percentage of visitors act as the marketer hopes

• Keyword analysis – what keywords people use to search on the Internet for their products and services.

G L O S S E R Y

• Professionals , who are constantly on the go and busy, want to appear efficient, with everything together, so they use social media to demonstrate just how smart they are.

• Sentiment analysis allows marketers to analyze data from these sources to collect consumer comments about companies and their products.

• Sharers really want to help others, and the best way to do so is by being constantly well informed so that they can provide genuine insights to others.

G L O S S E R Y

• Social media refers to content distributed through social interactions.