I created this presentation in advance of teaching social media marketing strategy because I felt it important to emphasize to students that you don’t just jump into a social media strategy. There are a number of things you must consider first. Specifically, marketers must set goals and objectives that they would like to achieve so that the strategy is focused and effective. Second, brands need metrics that they will use to evaluate those goals. Third, the strategy must be clear on the people who comprise the target market and that can only be discovered after segmenting markets. Finally, it helps to determine what you want your target to do after you communicate with them.
I have been working on Powerpoint slides for my course Social Media & Mobile Marketing Strategy. Here is a link to a free Slideshare presentation that may help you with your first class teaching social media marketing. The emphasis is on 2017 trends and how social media have changed the world.
Teaching social media marketing can be challenging. There is so much material to organize. You may need a framework for presenting the relevant information that blends the theories of marketing with the practical skills students need for successful careers.
Here is some help. First, I wrote Social Media & Mobile Marketing Strategy to emphasize goal setting, research, targeting and the social media marketing process to students. Along with the text is a teaching manual that provides social media teaching resources including exercises, cases and Powerpoint slides.
Another key social media teaching resource is a Youtube channel with interesting and relevant videos for each social media and mobile marketing topic.
Click on the resources link below for the videos. They are organized by chapter. You will also find videos for teaching Intro to Marketing (Mar 250) and Consumer Behavior.
A new report from eMarketer finds that people are spending lots of times with screens – about half their day. The study examined media time including multitasking – as when people watch tv and tweet on their phones or shop on their tablets. In any case, the amount of time spent is higher than ever and advertisers have recognized this increase by channeling dollars to digital media.
Mobile media continue to see increases in usage. eMarketer found that nonvoice time spent per day by smartphone users will rise from 2 hours 18 minutes in 2014 to 2 hours 42 minutes by 2019.
I was asked to weigh in on three marketing topics for 2017:
The state of mobile
The influence of Artificial Intelligence
The effect of Virtual Reality.
Here are my thoughts:
Mobile : More Total Interactions
Mobile allows marketers to interact with customers in many places throughout the day and purchase journey. The challenge is how to be available and present when needed or wanted without becoming annoying and irrelevant so people tune you out.
Artificial Intelligence: More Efficient Interactions
AI allows firms to spend time and money on the most valuable customers by leaving the lower level customer service issues to a virtual assistant. Marketers can also use AI to identify and qualify best prospects.
Virtual Reality: More Rich Interactions
VR provides 360 degree experiences for customers in a convenient location that’s fun and interactive. Marketers can leverage these interactions to provide more value or showcase offerings.
And you thought you had all the technology you need in the palm of your hand. The Chinese use technology and have access in many more situations than you do. Here are 10 examples of advanced widely used technologies in China- with pictures.
1. Wired Subway. People have access on their mobile devices on modern train cars.
2. Tv on trains and in stations. You can learn to cook a dish in the subway station or watch a show while riding on the subway car.
3. Use of Baidu Translate. You may not be able to speak Chinese and a Chinese teen may not speak English, but she can use her Baidu app to talk to you. She can help you use it, but you won’t be able to figure it out.
4. Touch screen Gps in cars. People enter destinations by finger swipe of chinese characters on a touch screen.
5. Mobile pay at KFC. Granted most places can’t take mobile payments, but Chinese customers can get original recipe using their phones.
6. Train and bus tracking. Like the Flight Tracker on a plane, people in China can watch their transit progress on trains and busses using their phones.
7. QR codes everywhere. Granted few people actually use them, but the opportunity to get more information is everywhere in China.
8. Promotion via WeChat. Businesses connect with customers via WeChat, a popular texting app. More people are moving to these services and away from social media and marketers in China have beaten you to it.
9. Heavy use of portable personal Wifi units and batteries. The Chinese have great internet access because they carry around devices that connect them anywhere and they don’t run out of power.
10. China has more Apple stores. Granted, many are copycats, but they look good and can help you with your Mac. You won’t need an appointment either.
So, there you have it. In some ways China beats us in technology.
In the world of food retailing marketers like Costco have found that samples can boost sales. Some products have seen increases of 2000% according to an Atlantic report by Joe Pinsker in 2014. Sampling in stores is effective because the product is available immediately from the display and customers can make the decision to purchase right away.
What happens when companies give out samples on the street? This is a popular strategy exhibited in my neighborhood in Manhattan where there is a lot of foot traffic. Usually the company reps simply hand out the samples without any knowledge of the recipients or any follow up. Strong marketing is built on the notion of knowing your target and building relationships. Handing out samples to an anonymous group limits the ability of a company to track the result. These days analytics are a requirement for any strategy, so why should companies rely on blind faith for their expensive sampling efforts?
One option that seems to work well in Hong Kong is to give samples only to those who provide follow up information. This is now very easy to do with mobile. In these photos reps of BioEssence are giving products to those who log their email addresses so that the company can reach them later. Not only that, but the added step means that only motivated interested customers will take the time to participate.
Coming in August 2016: Social Media & Mobile Marketing Strategy from Oxford University Press by Dr. Randi Priluck
The practice of marketing has changed drastically in the past ten years and represents both challenges and opportunities for those who study the field. We are now firmly in the digital marketing era in which firms conduct business online and communicate with customers through a variety of digital and traditional media.
The new book Social Media & Mobile Marketing Strategies takes our current knowledge of the field and applies the best ideas to the world of social media and mobile marketing. Effective marketing strategies begin by segmenting and targeting markets, researching the environment, and understanding consumer behavior, and that is why this book focuses heavily on planning the strategy prior to execution.
A social media and mobile communications strategy also requires that one establish a strong digital presence on the Web and through online marketing prior to executing any campaign. Therefore, this book emphasizes planning and executing communications strategies, while keeping a clear focus on measuring the outcomes using clearly established goals and metrics. Finally, because there are legal issues involved in many executions, the final chapter reviews the law as it relates to digital marketing.
Learn social media and mobile strategy for your business or teach the topic to students.
What comes to mind when you think of Chobani? Now, consider Dannon and what that brand means to you. The associations you made could lead to different types of attitudinal and behavioral responses and responses in social media. Perhaps you want a thick Turkish yogurt with clear bold flavors or a more traditional French yogurt? Maybe you are feeling like a little Paris in your life today?
Encouraging consumers to develop brand associations can help your social media marketing strategy by actually reducing communications costs. When people have a clear picture in their minds of what your brand represents you don’t have to spend as much time, effort and expense telling them. Not only that, but people may share their ideas and thoughts about your brand in social media matching the associations that are clear to them. That’s great for your earned media strategy right?
So what is the science behind these attitudinal processes? Basically it comes down to a type of learning called associative learning or classical conditioning. Market researchers have examined variations on Pavlov’s original research with dog saliva and applied it to consumer salivation.
When consumers develop associations between advertisements and brands two processes may take place: direct affect transfer or inferential belief formation. Direct affect transfer occurs when consumers feel positive about elements in an advertisement and transfer the feeling to the brand. Inferential belief formation is when consumers develop cognitive thoughts about a brand from a communication, which could arise from an association.
When the consumer actively considers the information presented to him or her through a process of elaboration, the person enters into the realm of cognition, the act of learning through thinking and reasoning. Marketers using social sites for engagement can attempt to influence customers through either direct affect transfer or inferential belief formation. Both types of learning and the subsequent attitude formation can take place through social media or mobile vehicles.
For example, Domino’s Pizza wanted to change consumer attitudes toward their product after discovering that people thought the pizza tasted like cardboard. After some soul searching and sincere focus groups with customers, Domino’s improved the product and released a YouTube video discussing their problem and highlighting their solution. The purpose of the video was to change people’s beliefs about Domino’s. On the other hand Coca-cola’s app contest resulted in “open happiness” a mobile app for iPhone, Android and Blackberry that generates positive feelings, but does not provide a specific brand message.
Brands Influencing Attitudes Through Social and Mobile
Direct Affect Transfer
Attitudes are developed when the individual pairs the positive stimuli in an ad with the brand.
Coca-cola creates “open happiness” a mobile app to share positive feelings.
Inferential Belief Formation
Attitudes are developed through active thinking and reasoning of the message in the ad.
Domino’s pizza releases a YouTube video showing their improvements to the product following customer complaints.