Social Media Marketing Management

(Social Media Marketing)

1002SMMM03 TLMXJ1A Tue 12,13,14 (19:20-22:10) D325

Min-Yuh Day Assistant Professor Dept. of Information Management, Tamkang University

http://mail. tku.edu.tw/myday/ 2013-03-05 1

 (Syllabus)
Subject/Topics 1 102/02/19
(Course Orientation of Social Media Marketing Management)

2 102/02/26 (Social Media: Facebook, Youtube, Blog, Microblog) 3 102/03/05 (Social Media Marketing) 4 102/03/12 (Marketing Management) 5 102/03/19
(Theories of Social Media Services and Information Systems)

6 102/03/26 (Marketing Theories) 7 102/04/02 (Off-campus study) 8 102/04/09 (Paper Reading on Marketing Management) 9 102/04/16 (Behavior Research on Social Media)
2

 (Syllabus)
Subject/Topics 10 102/04/23 (Midterm Presentation) 11 102/04/30 (Business Models and Issues of Social Media) 12 102/05/07 (Strategy of Social Media) 13 102/05/14 (Social Word-of-Mouth and Web Mining on Social Media) 14 102/05/21 (Paper Reading on Social Media) 15 102/05/28 (Exploratory Factor Analysis) 16 102/06/04 (Confirmatory Factor Analysis) 17 102/06/11 1 (Term Project Presentation 1) 18 102/06/18 2 (Term Project Presentation 2)

Source: http://www.amazon.com/Social-Media-Marketing-Generation-Engagement/dp/0470634030

Source: http://www.amazon.com/Social-Media-Marketing-Strategies-Engaging/dp/0789742845

Source: http://www.amazon.com/Social-Media-Marketing-Hour-Day/dp/1118194497

Outline
Social Media Marketing Marketing

Marketing and Sales in Social Media

Social Media and the Voice of the Customer Integrating Social CRM Insights into the Customer Analytics Function Using Social Media to Drive Product Development and Find New Services to Sell Social Community Marketing and Selling

Social Media Marketing-

Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011.

Marketing
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (Kotler & Keller, 2008)

Source: Kotler and Keller (2008)

Marketing Management
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. (Kotler & Keller, 2008)

Source: Kotler and Keller (2008)

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Marketing Selling
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Selling is only the tip of the iceberg

There will always be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available. Peter Drucker
Source: Kotler and Keller (2008)

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Obtaining Products

Source: Kotler and Keller (2008)

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For an exchange to occur

There are at least two parties. Each party has something that might be of value to the other party. Each party is capable of communication and delivery. Each party is free to reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party.
Source: Kotler and Keller (2008)

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What is Marketed?
Goods (tangible) Services (intangible) Events (time basedtrade shows) and Experiences (Walt Disney Worlds Magic kingdom) Persons (Artists, Musicians, CEO, Physicians Places (Cities, States, Regions, Nations) and Properties (Intangible rights of ownership of real estate or
financial properties) Organization)

Organizations (Universities, Museums, Performing Arts Information (Books, Schools, Magazines) Ideas (Revlon sell hope)
Source: Kotler and Keller (2008)

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Marketing Goods

Source: Kotler and Keller (2008)

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Marketing Ideas:
Friends Dont Let Friends Drive Drunk
This is the watch Stephen Hollingshead, Jr. was wearing when he encountered a drunk driver. Time of death 6:55 p.m.

Source: Kotler and Keller (2008)

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Key Customer Markets

Consumer markets (personal consumption) Business markets (resale or used to produce other products or services) Global markets (international) Nonprofit/Government markets (Churches, Universities, Charitable Organizations, Government Agencies)

Source: Kotler and Keller (2008)

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Key Customer Markets

Consumer Markets Global Markets

Business Markets

Nonprofit/ Government Markets

Source: Kotler and Keller (2008)

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The marketplace isnt what it used to be

Changing technology Globalization Deregulation Privatization Empowerment Customization Convergence Disintermediation
Source: Kotler and Keller (2008)

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Company Orientations
Production consumers will prefer products that are widely available and inexpensive Product consumers favor products that offer the most quality performance, or innovative features Selling consumer and businesses, if left alone, wont buy enough of the organizations products Marketing find the right product for the consumers (i.e., satisfy the wants and needs of the consumers
Source: Kotler and Keller (2008)

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Marketing 4P
Product Price Place Promotion

Source: Kotler and Keller (2008)

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The Four Ps

Source: Kotler and Keller (2008)

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Marketing-Mix Strategy

Source: Kotler and Keller (2008)

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Marketing Mix and the Customer

Four Ps Product Price Place Promotion Four Cs Customer solution Customer cost Convenience Communication

Source: Kotler and Keller (2008)

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Marketing 4P to 4C
Product Customer solution Price Customer Cost Place Convenience Promotion Communication

Source: Kotler and Keller (2008)

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Four pillars of social media strategy C2E2

Social Media Strategy Communication

Entertainment

Collaboration

Education

Source: Safko and Brake (2009)

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The Next Generation of Business Engagement Social Media and Customer Engagement The New Role of the Customer Build a Social Business The Social Business Ecosystem Social Technology and Business Decisions Social Analytics, Metrics, and Measurement Five Essential Tips
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Social Media Marketing :

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

The Social Feedback Cycle

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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Structured Engagement

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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The Marketing-Operations Connection

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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The New Customer Influence Path

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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BuzzStream and the Social Graph

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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The Social Business

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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The Customer Collaboration Cycle

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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The Social Ecosystem

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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Innovation and Social Engagement

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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Listening to the Conversations Workflow and Automation

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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Social CRM and Decisional Building Blocks

Social CRM Element Understanding the Customer Point of View Applicable Technique Social Analytics and Rigorous Assessment of Conversations Example Platform Alterian SM2, Nielsen | Buzzmetrics, Oxyme, Radian6, SAS Institute, Scout Labs, Sysomos, TNS | Cymfony BuzzStream, Sysomos, Gephi Lithium Technologies, Jive Software Bazaarvoice, SAS Institute, IBM WebSphere Create this yourself: Social Media Marketing: An Hour a Day
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Mapping Social Graphs Differentiating Control versus Leadership Commerce Optimization

Source Identification and Social Status Support Communities and Expert Identification Quantifying and Tracking Ratings and Reviews

Quantification of Customer Touchpoint Analysis and Touchpoints Prioritization of Business Activities

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

Social Analytics

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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The Purchase Funnel and Operations

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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Sentiment, Source, and Volume

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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Social Media Analytics: Trend Charts

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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Examples of Primary Social Media Analytics

Measurement
Traffic Leads Membership Level

Sources
Based on the sources of traffic arriving at your site.

Details and Notes

Tie this to your current customers behavior.

The number of fans and followers, or How many of your fans are also subscribers if the content is offered followers? What percentage is active as a free or for-pay subscription. in more than one channel? Number of members (registrants) versus and actual unique visitors. Google Analytics, Your conversion funnel. Social Media Analytics, Tweetdeck, similar counts. Send-to-Friend, cross-posts, Diggs, Similar. What percentage of your membership base is visiting you with some regularity? What share of your social traffic is actually completing the activities you have Defined? How many people are talking about you? What are the trends over time? How much (or how little) is your content being spread?
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Member Activity

Conversions

Mentions

Virality

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

Examples of Core Influencer Analytics

Measurement Social Influence Typical Tools and Services Buzzstream, Sysomos MAP, Scout Labs (Lithium Technologies), Klout and similar tools Facebook (fan count), TwitterGrader, Klout and similar tools What It Shows Provides insight into profile connections revealed by examination of social graph.

Reach

Provides an indication of connectedness within a community relating to an individual profile or page.

Frequency of Posts

Alterian SM2, Buzzstream, Provides an indication of how Sysomos Heartbeat and similar active a particular person or source is. tools

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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Web Analytics

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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Business Analytics

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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Five Essential Tips

1. 2. 3. 4. 5. Define your objectives Listen Organize Engage Measure

Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement

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Understanding Business Objectives

Business Objectives Goals Metrics Key Performance Indicators (KPI) Targets Dimensions Segments
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Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/

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Digital Marketing and Measurement Model

Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

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Measurement Model for a Retail e-Commerce Website

Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

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e-Marketing Guidelines
Give the customer a reason to respond Personalize the content of your emails Offer something the customer could not get via direct mail Make it easy for customers to unsubscribe

Source: Kotler and Keller (2008)

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Increasing Visits and Site Stickiness

In-dept information with links Changing news of interest Changing offers Contests and sweepstakes Humor and jokes Games

Source: Kotler and Keller (2008)

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Ease of Use and Attractiveness

Ease of Use
Downloads quickly First page is easy to understand Easy to navigate

Attractiveness
Clean looking Not overly crammed with content Readable fonts Good use of color and sound
Source: Kotler and Keller (2008)

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Designing an Attractive Web Site

Context Layout & design Content Text, picture, sound, video Community user-to-user communication Customization tailor to user or allow personalization Communication enables site-to-user, user-to-site, or two-way communication Connection ability to link to other sites Commerce ability to enable commercial transactions
Source: Kotler and Keller (2008)

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How to Start Buzz

Identify influential individuals and companies and devote extra effort to them Supply key people with product samples Work through community influentials Develop word-of-mouth referral channels to build business Provide compelling information that customers want to pass along
Source: Kotler and Keller (2008)

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Word-of-Mouth Marketing
Person-to-person Chat rooms Blogs Twitter, Plurk Facebook Youtube

Source: Kotler and Keller (2008)

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Elements in the Communications Process

Source: Kotler and Keller (2008)

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Field of Experience

Senders field

Receivers field

Source: Kotler and Keller (2008)

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The Communications Process

Selective attention Selective distortion Selective retention

Source: Kotler and Keller (2008)

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Source: https://talkingtails.wordpress.com/2010/02/07/social-media-marketing-future-or-hoax/

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Social Media Marketing

Scorecard for Social Media
4 - Extremely Valuable 3 - Very Valuable 2 - Somewhat Valuable 1 - Not Very Valuable 0 - No Value

Source: Safko and Brake (2009)

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Scorecard for Social Media

Social Media Tool Facebook LinkedIn Blogger SlideShare Wikipedia Flickr Picasa iTunes Podcast Youtube Twitter Plurk Internal Value 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 External Value 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0 4 3 2 1 0

Scorecard for Social Media 4 - Extremely Valuable, 3 - Very Valuable, 2 Somewhat Valuable, 1 - Not Very Valuable, 0 - No Value
Source: Safko and Brake (2009)

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Social Media and the Voice of the Customer

Listen to the Voice of the Customer (VoC)
Social media can give companies a torrent of highly valuable customer feedback. Such input is largely free Customer feedback issued through social media is qualitative data, just like the data that market researchers derive from focus group and in-depth interviews Such qualitative data is in digital form in text or digital video on a web site.
Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011.

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Accentures SLOPE Model for Listening to the Social Voice of the Customer

Social Voice of the Customer

Synchronize Listen & Learn Optimize & Operationalize Personalize & Propagate Execution & Expectations

Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011.

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Listen and Learn Text Mining for VoC

Categorization
Understanding what topics people are talking or writing about in the unstructured portion of their feedback.

Sentiment Analysis
Determining whether people have positive, negative, or neutral views on those topics.

Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011.

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Customers Opinions About Operational versus Customer Experience Issues

Reactive, Reputation Management
Operational Issue Multiple Customers Customer Experience

Individual Customer

Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011.

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Social Media Can Help Orchestrate Three Spheres to Influence to Boost a Companys Innovation Efforts

Internal

Innovation Trusted Network The World

Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011.

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Examples of Social Media Selling Strategies in the Market Today

Strategy #3 Appealing to Influencers: Target Influencers Who Can Move the Masses
Engaging the Advocates User Reviews

Strategy #1 Accessing social Consumers: Use Social Media as a New Channel to Individuals

Pro-sumer collaboration Influencer-Led Development Social Media Community

Social Media Wildfire Creating Urgency/ Spontaneous Selling

Policies
Customers as Community Organizers Pass it along promptions

Recruiting others/ Group Seles

Strategy #2 Engaging the Hive: Get Customers to Mobilize Their Personal Networks
Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011.

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Case Study: LenovoClub CareerLife

http://www.lenovoclub.com.tw/careerlife/

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Case Study: LenovoClub CareerLife

http://www.lenovoclub.com.tw/careerlife/

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Case Study: LenovoClub CareerLife

http://www.youtube.com/watch?v=XRUVbFEnPig

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Case Study: LenovoClub CareerLife

http://www.youtube.com/watch?v=XRUVbFEnPig

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Case Study: LenovoClub CareerLife

http://www.youtube.com/watch?v=XRUVbFEnPig

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Summary
Social Media Marketing Marketing

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References
Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. Lon Safko and David K. Brake, The Social Media Bible: Tactics, Tools, and Strategies for Business Success, Wiley, 2009 Dave Evans, Social Media Marketing : The Next Generation of Business Engagement, Wiley, 2010 Philip Kotler and Kevin Keller, Marketing Management, 13th Edition, Prentice Hall, 2008

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