engaging customers with social media e-m arketing /6e c hapter 13

Engaging Customerswith Social Media

E-MARKETING/6ECHAPTER 13

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13-2CHAPTER 13 OBJECTIVES

After reading Chapter 13, you will be able to: Define social media and compare it

with traditional websites. Discuss how marketers use social

media. Identify social media tools. Describe the role and important

measures of social media performance.

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13-3DELL STARTS

LISTENING In 2005, Dell was brought to its knees by

bloggers who posted customer service complaints.

As Dell outsourced its technical customer service, customer complaints also increased. A 2005 Google search for “Dell customer

service problems” returned nearly 3 million links.

Dell initiated several blogs in multiple languages to handle customer complaints and to have conversations with stakeholders about problems and actions to fix them.

Dell Hell on BuzzMachine; IdeaStorm

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13-4 SOCIAL MEDIA

Social media is a term used to describe media based on conversation and interaction between people online.

Social media focuses on bringing information, photos, and video to an audience that wants to learn and to be entertained. Content is generated as a conversation,

with all participants able to upload, discuss, edit or rate.

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13-5TYPES OF SOCIAL

MEDIA

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13-6COMMUNICATION &

NETWORKING

Blogs (Web Logs) (Wordpress)

Microblogs (Tumblr)

Social networks (43things)

Social network aggregation (Contextmine)

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13-7 EVENTS

Local event sites allow residents to post to a calendar. (The Tennessean)

Personal event sites allow individuals to create events and invite people via e-mail. (Evite; Wedquarters)

Group member event sites are for public groups that others can join. (Meetup)

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13-8 COLLABORATION

Tagging involves attaching keywords to video, photos, or text to help users find content.

Wikis allow users to create, edit, and link content collaboratively. (Wikihow; Wetpaint)

Social bookmarking allows users to share, organize, search, and manage web resources.

Social News are sites where users submit links to online stories and readers vote or comment. (Digg; Reddit)

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13-9 DIGG.COM

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MULTIMEDIA SHARING

Photos and Art – (Flickr; Photobucket) Video (Youtube; Vimeo) Live Casting (Skype; Livecast) Music (MyspaceMusic; Pandora) Presentations (Slideshare; Scribd)

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13-11 ENTERTAINMENT

Virtual worlds (Secondlife; SIMS onine) Game sharing (Minclip; MMORPG)

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REVIEWS AND OPINIONS

Product Reviews (Epinions; Mouthshut; Amazon)

Business Reviews (Yelp) Community questions and answers (

Yahoo! Answers)

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HOW BUSINESSES USE SOCIAL MEDIA

25% of the top 100 online retailers do not have a Facebook page, but 91% say that will start one within a year.

Only 22% of Fortune 500 companies have an active blog, but 70% of small businesses maintain blogs.

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SOCIAL MEDIA & ADOPTION BY SMALL

BUSINESSES

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SOCIAL MEDIA STRATEGIES

Exhibit 13.7 displays social media goals from strategies to tactics.

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SOCIAL MEDIA & E-MAIL

Marketers use a variety of e-mail strategies: Follow us links in e-mail messages. Sign up forms for Facebook-type

pages. Links to e-mail messages on social

media pages. Options to share e-mail with others.

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BRAND PERCEPTION MANAGEMENT

Online chatter can make or break a reputation within hours.

JetBlue in 2007.

Nestle in 2010.

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13-19 SOCIAL NETWORKS

Starbucks has the largest corporate Facebook page, with over 7 million fans.

JC Penney launched a widget targeted at teens on its Facebook page called “Stuck on You” in 2008.

Facebook is not just for teens. Strongest growth is coming from ages 35-49 and 50-64.

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SOCIAL NETWORK MARKET SHARE

(EXCLUDING TWITTER)

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13-21 BLOG

There are more than 24,000 blogs started each 24 hours.

It can be helpful to have multiple blog authors to keep posts frequent. CEOs Consultants and thought leaders

Companies can blog without starting their own by following bloggers in one’s industry and adding comments.

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13-22 MICROBLOGS

Tumblr.com offers free micro content blogs.

Twitter members send text messages up to 140 characters.

Many executives use Twitter to talk about the company and gain feedback and ideas from followers.

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OTHER SOCIAL MEDIA FOR BUSINESS USE

Videos

Wikis

Social book-marking sites

Online forums (bulletin boards)

Online gaming

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COMMUNITY BUILDING PRINCIPLES

1. Observe2. Recruit3. Evaluate Platforms4. Engage5. Measure6. Promote7. Improve

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PERFORMANCE METRICS

Three areas of social media performance metrics:

Earned media publicity

Company owned social media

Paid media

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EARNED MEDIA METRICS

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GENERAL SOCIAL MEDIA METRICS

Actions taken by users.

Conversations in blogs and elsewhere.

Social media dashboard.

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SOCIAL MEDIA DASHBOARD

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