tailieunhanh - Lecture M: Marketing (4/e) - Chapter 3: Social and mobile marketing

Chapter 3: Social and mobile marketing. After reading this chapter, you should be able to: Describe the 4E framework of social media marketing, understand the types of social media, understand the types of mobile applications, recognize and understand the three components of a social media strategy, understand the methods for marketing yourself using social media. | social and mobile marketing three Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 3-1 Describe the 4E framework of social media marketing. LO 3-2 Understand the types of social media. LO 3-3 Understand the types of mobile applications. LO 3-4 Recognize and understand the three components of a social media strategy. LO 3-5 Understand the methods for marketing yourself using social media. 2 2007: First iPhone released 2008: Apple’s App Store launched 2009: 70% of households have computers, 70% have internet access 2011: iPad, Tablet, and Geolocation become common 2011: 40% of mobile phone users have a smartphone Entrepreneurial: 2007–Present 2002: Wi-Fi became common 2003: 62% of households have computers, 55% have internet access 2006: <10% of mobile phones users have a smartphone Industrialization: 2000–2006 Source: Adapted from: Coca-Cola Retailing . | social and mobile marketing three Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 3-1 Describe the 4E framework of social media marketing. LO 3-2 Understand the types of social media. LO 3-3 Understand the types of mobile applications. LO 3-4 Recognize and understand the three components of a social media strategy. LO 3-5 Understand the methods for marketing yourself using social media. 2 2007: First iPhone released 2008: Apple’s App Store launched 2009: 70% of households have computers, 70% have internet access 2011: iPad, Tablet, and Geolocation become common 2011: 40% of mobile phone users have a smartphone Entrepreneurial: 2007–Present 2002: Wi-Fi became common 2003: 62% of households have computers, 55% have internet access 2006: <10% of mobile phones users have a smartphone Industrialization: 2000–2006 Source: Adapted from: Coca-Cola Retailing Research Council and the Integer Group, “Assessing the Social Networking Landscape,” in Untangling the Social Web: Insights for Users, Brands, and Retailers , January 2012 Technology Evolution over the Life of the Social Web 1997: 37% of households have computers, 18% have internet access 1999: First Blackberry available Invention: Mid-to-late–1990s 3 Excite the Customer Chris Ryan/OJO Images/Getty Images. 4 Educate the Customer Golden opportunity: Product’s value proposition and offered benefits. Courtesy Staples, Inc. 5 Experience the Product or Service Courtesy The Home Depot. 6 Engage the Customer ©Dave Carroll. 7 What are the 4 Es? What social media elements work best for each of the 4 Es? 8 Categories of Social Media 9 Social Network Sites 10 Media - Sharing Sites Courtesy HSN, Inc. 11 Thought - Sharing Sites Blogs Corporate blogs Professional blogs Personal blogs Microblogs Twitter LocalResponse Courtesy Crisp Social/Copenhagen, Denmark. 12 Going Mobile and Social 13 Firm’s Use of .