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CHAPTER
SOCIAL AND MOBILE MARKETING
3
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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
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
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
