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Chapter 16 Social Networks and Communication

Chapter 16 Social Networks and Communication. Introduction. Social network : Social community :. Introduction. Social media : Social media leverage the power of electronic word of mouth. Social Networks: Key to Online Relationships.

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Chapter 16 Social Networks and Communication

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  1. Chapter 16 Social Networks and Communication

  2. Introduction • Social network: • Social community:

  3. Introduction • Social media: • Social media leverage the power of electronic word of mouth

  4. Social Networks: Key to Online Relationships • Marketers focus on consumers and the ties between them, the firm, and its brands • Social contagion:

  5. Social Networks: Key to Online Relationships • Reasons for the popularity of social media

  6. The Rise of Social Media • Forms of social media • Blog: • Wiki:

  7. The Rise of Social Media • Forum: • Podcastingis an important part of the marketing mix

  8. The Rise of Social Media • Why do social media work?

  9. The Rise of Social Media • Creating content via social media • Viral marketing: • The personalization aspect of social media sites is powerful • Consumer-generated media (CGM):

  10. Marketing Dimensions of Social Media • Major benefits • Generate exposure for the firm and its products • Drive traffic to corporate websites • Link with other sites across the Internet • Generate buzz and spread specific messages virally

  11. Marketing Dimensions of Social Media • Generate product sales • Develop ideas for new products and marketing approaches • Crowdsourcing: • Garner publicity from news media • Achieve cost effectiveness

  12. Challenges of Social Media • Send the wrong message • Resource intensive

  13. Challenges of Social Media • Results are difficult to measure • Lack of access

  14. Social Media and International Communications • Advertising • __________ has surpassed television as the largest market for advertising • Firms often end their ____________ by asking viewers to check them out at Facebook, Twitter, or other sites • __________ feature similar requests to “visit us online,” often accompanied by barcodes that consumers scan with their cell phones

  15. Social Media and International Communications • Sales • ________ provide the means to deliver the right message to the right audience at the right time

  16. Social Media and International Communications • Public relations • The best websites feature a _________ where journalists and bloggers can quickly access company news

  17. Social Media and International Communications • Promotional activities • Sales promotion refers to • Some sites allow users to sample digital offerings prior to purchase • The goal of social media is to ____________________________________

  18. Social Media and International Communications • Integrating social media with traditional marketing communications • Social media used in combination with other marketing activities promotions serve to __________________________________ • Marketing conducted via social media must be ____________________________________

  19. Social Media Around the World • Take on various forms in nations and regions around the world • Differences that drive social media • Social media marketing may help democratize marketing communications around the world

  20. Social Media Success Strategies in International Marketing • Understand the difference between traditional approaches and social media • Communicate your expertise

  21. Social Media Success Strategies in International Marketing • Customize the message to the audience • Target a specific market

  22. Social Media Success Strategies in International Marketing • Understand your markets • Monitor your firm’s online reputation

  23. Social Media Success Strategies in International Marketing • Manage information about your company and brands

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