tailieunhanh - Lecture Marketing (11/e): Chapter 19 – Kerin, Hartley, Rudelius

Chapter 19 provides knowledge of using social media to connect with consumers. This chapter 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, describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network. | 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: LO2 LO1 Describe 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: LO4 LO3 Describe 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: LO5 CONNECTING WITH . | 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: LO2 LO1 Describe 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: LO4 LO3 Describe 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: LO5 CONNECTING WITH TODAY’S COLLEGE STUDENTS USING FACEBOOK AND TWITTER FIGURE 19-1 Information sources college students prefer to use to buy products and services How Social Media Came About Web Blog Defining Social Media User Generated Content (UGC) UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? LO1 Classifying Social Media Media Richness Self-Disclosure UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? LO1 FIGURE 19-2 Social media classified by media richness and self-disclosure Ability to Reach Both Large and Niche Audiences UNDERSTANDING SOCIAL MEDIA COMPARING SOCIAL AND TRADITIONAL MEDIA LO1 Expense and Access Training and Number of People Involved Permanence Credibility and Social Authority Time to Delivery Facebook: An Overview Leverage Your Assets Keep It Fresh FOUR IMPORTANT SOCIAL NETWORKS FACEBOOK LO2 Facebook in a Brand Manager’s Strategy Make It Familiar, But with a Twist Let Users Get Engaged and Guide Content FIGURE 19-3 The Facebook Profile Page for Bitter .