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Chapter 16 Social Networks and Communication. Introduction. Social network : Social community :. Introduction. Social media : Social media leverage the power of electronic word of mouth. Social Networks: Key to Online Relationships. - PowerPoint PPT Presentation
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© 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.
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:
© 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 media:
• Social media leverage the power of electronic word of mouth•
© 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.
Social Networks: Key to Online Relationships
• Marketers focus on consumers and the ties between them, the firm, and its brands
• Social contagion:
© 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.
Social Networks: Key to Online Relationships
• Reasons for the popularity of social media•
•
•
•
© 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.
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?•
•
•
•
© 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.
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):
© 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.
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
© 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.
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
© 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.
Challenges of Social Media
• Send the wrong message•
• Resource intensive•
•
© 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.
Challenges of Social Media
• Results are difficult to measure• Lack of access
•
© 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.
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
© 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.
Social Media and International Communications
• Sales• ________ provide the means to deliver the right
message to the right audience at the right time
•
•
© 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.
Social Media and International Communications
• Public relations•
• The best websites feature a _________ where journalists and bloggers can quickly access company news
•
© 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.
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 ____________________________________
© 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.
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 ____________________________________
© 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.
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
© 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.
Social Media Success Strategies in International Marketing
• Understand the difference between traditional approaches and social media•
• Communicate your expertise•
•
© 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.
Social Media Success Strategies in International Marketing
• Customize the message to the audience•
• • Target a specific market
•
© 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.
Social Media Success Strategies in International Marketing
• Understand your markets•
• Monitor your firm’s online reputation•
•
© 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.
Social Media Success Strategies in International Marketing
• Manage information about your company and brands•
•
