Chapter 16 Social Networks and Communication

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Chapter 16Social Networks and Communication

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Introduction

• Social network:

• Social community:

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Introduction

• Social media:

• Social media leverage the power of electronic word of mouth•

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Social Networks: Key to Online Relationships

• Marketers focus on consumers and the ties between them, the firm, and its brands

• Social contagion:

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Social Networks: Key to Online Relationships

• Reasons for the popularity of social media•

•

•

•

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The Rise of Social Media

• Forms of social media• Blog:

• Wiki:

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The Rise of Social Media• Forum:

• Podcasting is an important part of the marketing mix•

•

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The Rise of Social Media

• Why do social media work?•

•

•

•

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The Rise of Social Media

• Creating content via social media• Viral marketing:

• The personalization aspect of social media sites is powerful

• Consumer-generated media (CGM):

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Marketing Dimensions of Social Media

• Major benefits• Generate exposure for the firm and its

products• • Drive traffic to corporate websites• Link with other sites across the Internet• • Generate buzz and spread specific messages

virally

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Marketing Dimensions of Social Media

• Generate product sales• • Develop ideas for new products and

marketing approaches• Crowdsourcing:

• Garner publicity from news media• • Achieve cost effectiveness

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Challenges of Social Media

• Send the wrong message•

• Resource intensive•

•

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Challenges of Social Media

• Results are difficult to measure• Lack of access

•

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Social Media and International Communications

• Advertising• __________ has surpassed television as the

largest market for advertising• Firms often end their ____________ by asking

viewers to check them out at Facebook, Twitter, or other sites

• __________ feature similar requests to “visit us online,” often accompanied by barcodes that consumers scan with their cell phones

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Social Media and International Communications

• Sales• ________ provide the means to deliver the right

message to the right audience at the right time

•

•

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Social Media and International Communications

• Public relations•

• The best websites feature a _________ where journalists and bloggers can quickly access company news

•

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Social Media and International Communications

• Promotional activities• Sales promotion refers to

• Some sites allow users to sample digital offerings prior to purchase

• The goal of social media is to ____________________________________

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Social Media and International Communications

• Integrating social media with traditional marketing communications• Social media used in combination with other

marketing activities promotions serve to __________________________________

•

• Marketing conducted via social media must be ____________________________________

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Social Media Around the World

• Take on various forms in nations and regions around the world

• Differences that drive social media• • •

• Social media marketing may help democratize marketing communications around the world

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Social Media Success Strategies in International Marketing

• Understand the difference between traditional approaches and social media•

• Communicate your expertise•

•

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Social Media Success Strategies in International Marketing

• Customize the message to the audience•

• • Target a specific market

•

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Social Media Success Strategies in International Marketing

• Understand your markets•

• Monitor your firm’s online reputation•

•

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Social Media Success Strategies in International Marketing

• Manage information about your company and brands•

•