4 1 2015 Social and Mobile Marketing Social Media content distributed through online and mobile technologies to facilitate interpersonal interactions An important part of today s marketing campaign Marketing using brick and mortar stores and traditional marketing print TV radio is becoming insufficient www consensushr com Four E Framework For Social Media 1 Excite the Customer with relevant offers 2 Educate the Customer about the offering 3 Experience the Product or service 4 Engage the Customer 1 4 1 2015 Excite the Customer Get the customer excited about an idea product brand company mobile apps games o www iconagram com Kim Kardashian mobile app Communicate deals through social media such as FB or Google Groupon o Chipotle Sofritos Promotion Excite the Customer Offer Must be relevant to the target customer personalized offers o info obtained from Customer Relationship Management or Loyalty Programs Ex Staples Coupons Ex Personalized Coke Cans www thisisnotadvertising wordpress com Educate the Customer educate customer on value proposition and sustainable competitive advantage communicate offered benefits reminding 2 4 1 2015 Educate the Customer Use blogs blogging tools Wordpress Twitter HubSpot Youtube promo videos Subaru Safety Education https www youtube com watch v 02IOrZLsaw8 o Experience Product Service Try it before you buy it o Netflix Hulu free trial Itunes Informational Videos o www businessinsider com allows people to experience products purchased online How To o o Youtube or retailer s site Ex IKEA assembly http www ikea com ms en US customer service assembly 201311 maskros assembly video html Engage the Customer Creating a relationship with the customer Positive Engagement o o o actively engaged on social media 20 40 more profitable customers Commit to the G Point system Negative Engagement o o o Bad press one customer can have huge impact McDonald s Hot Coffee Case 3 4 1 2015 Categories of Social Media 1 Social Network Sites a Facebook LinkedIn Google 2 Media Sharing Sites a Instagram Youtube Flickr other photo sites 3 Thought Sharing Sites a Blogs Microblogs 1 Social Network Sites excellent way for marketers to create excitement more than 800 million active users provides forum for interacting with fans more accurate targeting and segmentation https www facebook com kingofpopsathens http www palaeodeserts com attachment id 3354 4 4 1 2015 Whopper Sacrifice controversial created excitement Facebook has disabled Whopper Sacrifice after your love for the Whopper sandwich proved stronger than 233 906 friendships Burger King facebook page picture www theinspirationroom com Picture http www publichue com http theinspirationroom com daily 2009 burger king whopper sacrifice www publichue com more than 150 million users professional site users can post resumes network with other professionals and search for jobs beneficial for small business owners https brand linkedin com visual identity logo attempt to compete with excitement of facebook goal excite users who like to play interacting games 20 million visitors within weeks of launch uncertain future http linkhumans com blog google plus job search 5 4 1 2015 2 Media Sharing Sites enable users to share content they have generated companies use to show how consumers can experience their goods services and encourage consumers to engage with them and other consumers https www flickr com photos jamoutinho 7448717958 https www facebook com you tube http www csum edu web about social media http www stevesdigicams com news download entire picasa albums with open source software html b http pc tips net imgur api vbnet Instagram modern day immediate telegram take pictures filter them and upload to various social media platforms https www flickr com photos jamoutinho 7448717958 Instagram Dunkin Donuts Contest DresseDD http www mobilecommercedaily com wp content uploads 2014 10 dunkin other400 png 6 4 1 2015 video sharing social media platform shows up in Google searches contests and instructional videos company s home channels can reach target customers and add to the 4es http www magnumdealerfocus com blog bmwranks highest youtube The Home Depot How to videos adds value for consumers https www youtube com user homedepot https www youtube com user Apple https www youtube com user GoProCamera feature d 3 Thought Sharing Sites consist of different types of blogs corporate professional personal and micro effective at educating and engaging users enhancing their experience with the products being discussed 7 4 1 2015 Blogs Web Log web page that consists of periodic posts don t have to be technically oriented to use allows marketing managers to create a twoway dialogue Corporate Blogs created by companies highest level of control good blogs illustrate the importance of engaging customers around core brand Corporate Blogs patagonia http www thecleanestline com starbucks http mystarbucksidea force com 8 4 1 2015 Professional Blogs written by people who review and give recommendations on products and services marketers often offer free products to toprated bloggers less control consumers trust more http theinteriorsaddict com Personal Blogs written by people who receive nothing for their work lowest level of control useful for monitoring Microblogs shorter sentences short videos individual images Twitter o o o control complaint forum potential for small companies http www selfpublishingadvice org how to sellbooks on twitter 9 4 1 2015 Good vs Bad http www complex com pop culture 2011 07 bad business the worstcorporate twitter fails 6 Going Mobile and Social 100 million Americans have smartphones about 50 of them make purchases on them Consumers are younger and wealthier Mobile marketing creates excitement Applications to market goods and services to these consumers Price check apps Fashion apps Location apps 10 4 1 2015 Price Check Apps Customers can search products and compare the prices online Encourages competition Possible ethical problems o Amazon Retailers can respond in different ways o Target Price Check App RedLaser Fashion Apps Allow you to see what products are popular and available without actually going into a store Unlimited marketing Pinterest Polyvore about pinterest com http www ipa4fun com screenshot 570 2 11 4 1 2015 Location based Gamified Apps Location based apps use the GPS function of the smartphone Gamification is the process of building customer loyalty Scoutmob techcrunch com How Do Firms Engage with Their