CHAPTER 3

SOCIAL
AND MOBILE
MARKETING

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 Social and Mobile Marketing
LEARNING OBJECTIVES

LO1 Describe the 4E framework of social media

marketing.
LO2 Understand the types of social media.
LO3
Understand the methods for marketing yourself
using social media.
LO4 Recognize and understand the three
components of a social media strategy.

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The 4E Framework For Social Media

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 Excite the Customer

Offer must be relevant to

its targeted customer.

Relevancy can be
achieved by providing
personalized offers.

© Genevieve Ross/AP Images

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 Educate the Customer

Courtesy Staples, Inc.

Golden opportunity:
Product’s value proposition
and offered benefits.

3-5
 Experience the Product or Service

Information about a
firm’s goods and
services

Simulating real
experiences
Courtesy Temptalia.com

3-6
 Engage the Customer

Action, loyalty, and

commitment

Positively engaged
consumers lead to more
profitability

©Dave Carroll.

Engagement can also

backfire

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Categories of Social Media

Social Thought
network sites sharing sites

Media
sharing sites

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 Social Network Sites

 Excellent way for

marketers to create
excitement
 Facebook
 LinkedIn
 Google+

© Weng lei - Imaginechina via AP Images

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 Media - Sharing Sites

Highlight
how Encourage
consumers consumers
can to engage
experience

Courtesy HSN, Inc.

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 Thought - Sharing Sites

 Blogs
 Corporate blogs
 Professional blogs

Courtesy Crisp Social/Copenhagen, Denmark.

 Personal blogs
 Microblogs
 Twitter

LocalResponse 3-11
 Going Mobile and Social/ 7 Types of
Consumer Motivation for Social Media
 Need for Me Time
 Need to Socialize
 Need to Shop
 Need to Accomplish
 Need to Prepare
 Need to Discover
 Need to Self-Express

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 How do firms engage their
customers using social media?

Listen Analyze Do

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 Listening

Sentiment analysis

Attitudes

Preferences

©Stockbroker/Purestock/SuperStock.

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 Analyzing

Hits

Page views

Bounce rate

Click paths

Conversion rates

Keyword analysis

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