Social marketing process fan acquisition

E-commerce 2019: Business. Technology. Society.

Fifteenth Edition

Chapter 7

Social, Mobile, and Local Marketing

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Learning Objectives

7.1 Understand the difference between traditional online marketing and the new social-mobile-local marketing platforms and the relationships between social, mobile, and local marketing.

7.2 Understand the social marketing process from fan acquisition to sales and the marketing capabilities of social marketing platforms such as Facebook, Twitter, and Pinterest.

7.3 Identify the key elements of a mobile marketing campaign.

7.4 Understand the capabilities of location-based local marketing.

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Slide 2 is list of textbook LO numbers and statements

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Building a Microbrand with Facebook Ads

Class Discussion

Have you ever made a purchase based on something you have read or seen on Facebook? What was the product and what made you interested?

What types of Facebook ads did Hubble use? Which types were the most effective?

What are some of the issues for firms hoping to use Facebook ads to build a microbrand?

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Introduction to Social, Mobile, and Local Marketing

New marketing concepts

Conversations

Engagement

Impact of smartphones and tablets

Social-mobile-local nexus

Strong ties between consumer use of social networks, mobile devices, and local shopping

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Figure 7.3 Online Marketing Platforms

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Figure 7.3, p. 435

Mobile marketing is aimed often at local audiences and is the fastest growing form of online marketing, followed closely by social marketing on social networks. Mobile local is in its infancy but it is also growing far faster than traditional desktop marketing.

SOURCES: Based on data from eMarketer, Inc., 2018a, 2018b; Tornabene, 2018; BIA/Kelsey, 2018.

Full description: An image shows spending on various online marketing platforms. The values are shown as follows. Local, 68 billion dollars. Mobile, 76 billion dollars. Social: 27 billion dollars. Location-based mobile local, 22 billion dollars.

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Social Marketing

Traditional online marketing goals

Deliver business message to the most consumers

Social marketing goals

Encourage consumers to become fans and engage and enter conversations

Strengthen brand by increasing share of online conversation

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Social Marketing Players

The most popular sites account for over 90% of all social network visits

Facebook, Twitter, LinkedIn, Pinterest, Instagram, Snapchat, Tumblr

Unique visitors versus engagement

Engagement measures the amount and intensity of user involvement

Facebook dominates in both measures

Dark social - sharing outside of major social networks (e-mail, I M, texts, etc.)

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Figure 7.4 The Social Marketing Process

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Figure 7.4, Page 436

The social marketing process has five steps.

Full description: An image shows the five steps of the social marketing process. The five steps are as follows. Fan acquisition, Engagement, Amplification, Community, Brand strength in terms of sales.

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Facebook Marketing

Basic Facebook features

News Feed

Timeline (Profile)

Search

Social density of audience is magnified

Facebook is largest repository of deeply personal information

Facebook geared to maximizing connections between users

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Facebook Marketing Tools

Reactions Buttons

Brand Pages

News Feed Page Post Ads

Right-Hand Column Sidebar Ads

Facebook Live

Facebook Watch

Video Ads

Mobile Ads

Facebook Messenger

Facebook Exchange (F B X)

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Typical Facebook Marketing Campaign

Establish Facebook brand page

Use comment and feedback tools to develop fan comments

Develop a community of users

Encourage brand involvement through video, rich media, contests

Use display ads for other Facebook pages and social search

Display Like button liberally

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11

Measuring Facebook Marketing Results

Basic metrics:

Fan acquisition (impressions)

Engagement (conversation rate)

Amplification (reach)

Community

Brand strength/sales

Facebook analytics tools

Facebook Page Insights

Social media management systems (HootSuite)

Analytics providers (Google Analytics, Webtrends)

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Slide 2 is list of textbook LO numbers and statements

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Insight on Technology: Optimizing Social Marketing with Sprout Social

Class Discussion

How do social media analytics help companies identify and attract customers?

What are the challenges in measuring the effectiveness of social marketing campaigns?

What advantages did Wahl Professional find in using Sprout's analytics and tools?

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Twitter Marketing

Real-time interaction with consumers

Over 335 million active users worldwide

Over 90% access Twitter from mobile device

Basic features

Tweets, retweets, followers, message (D M), hashtag, mention, reply, links

Moments tab, Timeline

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Twitter Marketing Tools

Promoted Tweets/Twitter Promote Mode

Promoted Trends

Promoted Accounts

Amplify

Promoted Video

Twitter Cards

Mobile Ads

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Typical Twitter Marketing Campaign

Follow others relevant to your content and conversation

Experiment with simple Promoted Tweets and Twitter Promote Mode

For larger budgets, use Promoted Trends

For retail business local sales, build Twitter Cards

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Measuring Twitter Marketing Results

Similar to Facebook results

Fan acquisition, engagement, amplification, community, brand strength/sales

Analytics tools

Twitter’s real-time dashboard

Twitter’s Timeline activity and Followers dashboards

Third-party tools

TweetDeck, Twitalyzer, BackTweets

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17

Pinterest Marketing

One of the fastest-growing and largest image-sharing sites

Enables users to talk about brands using pictures rather than words

Features include:

Pins and re-pins to boards

Share

Follow

Contributors

Links to U R L S

Price displays

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Pinterest Marketing Tools

Rich Pins, Promoted Pins, Cinematic Pins

Buyable Pins/Shop the Look Pins

Promoted Video

Add Pin It and Follow buttons

Pin as display ad

Theme-based (lifestyle) boards

Brand pages

U R L link to stores

Integration with other social sites

Network with users, followers, others

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19

Typical Pinterest Marketing Campaign

Create Pinterest brand page and multiple lifestyle-themed boards

Improve quality of photos, use U R L links and keywords

Utilize Pinterest Rich Pins and/or Product pins, Pin It buttons

Integrate with Facebook and Twitter

Follow and interact with other pinners and boards

Measuring Pinterest Marketing Results

Same dimensions as Facebook, Twitter

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Marketing on Other Social Networks

Instagram

Brand profiles, ad campaigns (display and video), Buy buttons, Marquee ads

Snapchat

Snapchat Stories, Live Stories, Discover, Snap Ads, Sponsored Geofilters, Sponsored Lenses

LinkedIn

Company profiles, showcase pages, Career Page, Display ads (Feeds), self-service ads or Advertising Partner Solutions, sponsored inMail, LinkedInPulse

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The Downside of Social Marketing

Loss of control

Where ads appear in terms of other content

What people say

Posts

Comments

Inaccurate or embarrassing material

In contrast, T V ads maintain near complete control

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22

Insight on Society: Marketing to Children of the Web in the Age of Social Networks

Class discussion:

Why is online marketing to children a controversial practice?

What is the Children’s Online Privacy Protection Act (C O P P A) and how does it protect the privacy of children?

How do companies verify the age of online users?

Should companies be allowed to target marketing efforts to children under the age of 13?

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23

Mobile Marketing

Over 255 million Americans use a mobile device for Internet access

Devices used multiple times per day

By 2021, m-commerce will account for more than 50% of all retail and travel e-commerce.

Challenges: Mobile search

Motivating consumers to click

Raising fees for each click

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Figure 7.5 The Growth of M-commerce

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Figure 7.5, Page 465.

M-commerce in the retail and travel industries is expected to grow to almost $610 billion by 2022, surpassing the amount generated by desktop-based “traditional” e-commerce.

SOURCES: Based on data from eMarketer, Inc., 2018g, 2018h, 2018i, 2018j.

Full description: A line graph compares the expected growth of m-commerce sales and traditional e-commerce sales from 20 17 to 20 22. The graph shows years on the x-axis and the sales in billions on the y-axis. One line represents sales of m-commerce and one line represents desktop and laptop B 2 C. The years and the corresponding m-commerce sales are as follows. 20 17, 219 billion dollars. 20 18, 277 billion dollars. 20 19, 347 billion dollars. 20 20, 428 billion dollars. 20 21, 514 billion dollars. 20 22, 608 billion dollars. The years and the corresponding desktop and laptop B 2 C sales are as follows. 20 17. 427 billion dollars. 20 18, 449 billion dollars. 20 19, 465 billion dollars. 20 20, 478 billion dollars. 20 21, 494 billion dollars. 20 22, 510 billion dollars.

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How People Actually Use Mobile Devices

Average of over three and a half hours hours daily on mobile devices

Over 55% entertainment

Over 20% social networks

Almost 70% occur in home

Activities are similar to desktop activities

Rapidly growing smartphone m-commerce sales

Mobile devices currently used more for communicating and entertainment than for shopping and buying

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26

In-App Experiences and Ads

Mobile use

Smartphone apps-70% of total time using mobile apps

Over 90% of app time spent on user’s top 5 apps

Users use about 20 apps/month.

App marketing

Most effective are in-app ads

Placed in most popular apps

Targeted to immediate activities and interests

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27

How the Multi-Screen Environment Changes the Marketing Funnel

Consumers becoming multi-platform

Desktops, smartphones, tablets, T V

90% of multi-device users use multiple devices to complete a specific action

View ad on T V, search on smartphone, purchase on tablet

Marketing implications

Consistent branding

Responsive design

Increased complexity, costs

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28

Mobile Marketing Features

Mobile marketing almost 70% of all online marketing

Dominant players are Google, Facebook

Mobile device features

Personal communicator and organizer

Screen size and resolution

G P S location

Web browser

Apps

Ultraportable and personal

Multimedia capable

Touch/haptic technology

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Mobile Marketing Tools: Ad Formats

Mobile marketing formats

Search ads

Display ads

Video

Text/video messaging

Other: e-mail, classifieds, lead generation

Mobile interface versions of social network techniques

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Figure 7.9 U.S. Mobile Ad Spending by Format

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Figure 7.9, page 471

Search engine advertising is the most popular mobile marketing format.

SOURCE: Based on data from eMarketer, Inc., 2018n.

Full description: A pie chart shows U S mobile ad expenditure by format. The values shown are from highest to lowest. Search, 36.5 billion dollars. Display, 23.3 billion. Video, 13 billion. Other, 3.1 billion. Messaging, 0.3 billion.

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Insight on Business: Mobile Marketing Revs Up with 3D and Augmented Reality

Class discussion:

Why do mobile devices represent such a promising opportunity for marketers?

What are the benefits and the appeal of 3D and A R mobile advertising?

Have you ever engaged with 3D or A R mobile ads?

What types of products are best suited for 3D or A R ads?

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32

Mobile Marketing Campaigns

Mobile website

Facebook and Twitter brand pages

Mobile versions of display advertising campaigns

Ad networks

Interactive content aimed at mobile user

Tools for measuring responses

Key dimensions follow desktop and social marketing metrics

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33

Figure 7.10 Measuring the Effectiveness of a Mobile and Social Marketing Branding Campaign

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Figure 7.10, page 478.

The effectiveness of a branding campaign utilizing the mobile platform and social marketing can be measured by examining the number of Likes, posts, page views, time on site, and unique visitors.

Full description: A stacked bar graph shows number of Likes, Posts, Page views, Time on site, and Unique visitors for a hypothetical campaign in the months of January, March, and June. The number in millions is shown on the y axis, and the months are shown on x axis. The date is as follows, from left to right. In January, there were 500 million likes, 500 million posts, 500 million page views, 500 million times on site, and 700 million unique visitors. In In March, there were 1000 million likes, 750 million posts, 1500 million page views, 1000 million times on site, and 1000 unique visitors. In June, there were 2000 million likes, 1500 million posts, 4000 million page views, 2000 million times on site, and 2500 million unique visitors. All figures are approximate.

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Local and Location-Based Marketing

Location-based marketing

Targets messages to users based on location

Marketing of location-based services

Location-based services

Provide services to users based on location

Personal navigation

Point-of-interest

Reviews

Friend-finders, family trackers

Consumers have high likelihood of responding to local ads

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35

The Growth of Local and Location-Based Mobile Marketing

Prior to 2005, nearly all local advertising was non-digital

Google Maps (2005)

Enabled targeting ads to users based on I P address and general geographic location

Smartphones, Google’s mobile maps app (2007)

Enabled targeting ads based on G P S

Location-based mobile marketing

Expected to triple over next five years

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Figure 7.11 Location-Based Mobile Marketing in Perspective

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Figure 7.11, Page 478.

Local online marketing will account for about $68 billion in marketing expenditures in 2018, with location-based mobile expected to account for about $22 billion of that amount.

SOURCES: Based on data from eMarketer, Inc., 2018a, Tornabene, 2018; BIA/Kelsey, 2018.

Full description: An image shows dollar amounts spent on total digital, local digital, and local-based local mobile marketing. Total digital marketing spending is 111 billion dollars. Local digital-based marketing accounts for 68 billion dollars. Location-based local mobile accounts for 22 billion dollars.

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Location-Based Marketing Platforms

Google

Android O S, Google Maps, Google Places, AdMob, AdWords

Facebook

Oath

Twitter

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38

Location-Based Mobile Marketing Technologies

Two types of location-based marketing techniques

Geo-aware techniques

Identify location of user’s device and target ads, recommending actions within reach

Proximity marketing

Identify a perimeter around a location and target ads and recommendations within that perimeter

Identifying locations

G P S signals

Cell-tower locations

Wi-Fi locations

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Why is Local Mobile Attractive to Marketers?

Mobile users more active, ready to purchase than desktop users

Over 80% of U.S. consumers use mobile devices to search for local products, services

50% of smartphone users visit a store within 1 day of local search

18% of smartphone users make a purchase

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Location-Based Marketing Tools

Geo-social-based services marketing

Location-based services marketing

Mobile-local social network marketing

Proximity marketing

In-store messaging

Location-based app messaging

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Location-Based Marketing Campaigns

Location-based considerations

Action-based, time-restrained offers and opportunities

Target demographic and location-aware mobile user demographics

Strategic analysis of marketspaces

Measuring marketing results

Same measures as mobile and Web marketing

Metrics for unique characteristics

Inquire

Reserve

Click-to-call

Friend

Purchase

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Careers in E-commerce

Position: Social Media Associate

Qualification/Skills

Preparing for the Interview

Possible Interview Questions

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Copyright

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