In the Name of Allah, The Most Beneficent, The Most Merciful
eCommerce
Chapter 07
Lecture 09
Facebook: Putting Social Marketing to Work
• Class Discussion
• Have you ever made a purchase based on something you have read or seen
on Facebook? What was the product and what made you interested?
• Are there other ways for Facebook to make a profit from marketers and
advertisers?
• How does Facebook engage its users differently than “traditional” online
marketing?
Introduction to Social, Mobile, and Local Marketing
• New marketing concepts
• Conversations
• Engagement
• Impact of smartphones and tablets
• Social-mobile-local nexus
• Strong ties between consumer use of social networks,
mobile devices, and local shopping
Figure 7.3 Online Marketing Platforms
Social Marketing
• Traditional online marketing goals
• Deliver business message to the most consumers
• Social marketing goals
• Encourage consumers to become fans and engage and enter conversations
• Strengthen brand by increasing share of online conversation
Social Marketing Players
• The most popular sites account for over 90% of all social network visits
• Facebook, Google+, Twitter, LinkedIn, Pinterest, Instagram, Tumblr
• Unique visitors vs. engagement
• Engagement measures the amount and intensity of user involvement
• Facebook dominates in both measures
• Dark social – sharing outside of major social networks (e-mail, IM, texts, etc.)
Figure 7.4 Engagement at Top Social Networks
Figure 7.5 The Social Marketing Process
Facebook Marketing
• Basic Facebook features
• News Feed
• Timeline (Profile)
• Search
• Social density of audience is magnified
• Facebook is largest repository of deeply personal information
• Facebook geared to maximizing connections between users
Facebook Marketing Tools
• Reactions Buttons
• Brand Pages
• News Feed Page Post Ads
• Right-Hand Column Sidebar Ads
• Facebook Life
• Video Ads/Mobile Ads
• Facebook Messenger
• Facebook Exchange (FBX)
Typical Facebook Marketing Campaign
• Establish Facebook brand page
• Use comment and feedback tools to develop fan comments
• Develop a community of users
• Encourage brand involvement through video, rich media, contests
• Use display ads for other Facebook pages and social search
• Display Like button liberally
Measuring Facebook Marketing Results
• Basic metrics:
• Fan acquisition (impressions)
• Engagement (conversation rate)
• Amplification (reach)
• Community
• Brand strength/sales
• Facebook analytics tools
• Facebook Page Insights
• Social media management systems (HootSuite)
• Analytics providers (Google Analytics, Webtrends)
Insight on Technology: Optimizing Social Marketing with Simply
Measured
• Class Discussion
• How do social media analytics help companies identify and attract
customers?
• What are the challenges in measuring the effectiveness of social marketing
campaigns?
• What advantages did the Seattle Seahawks find in using Simply Measured’s
analytics and tools?
Twitter Marketing
• Real-time interaction with consumers
• 310 million active users worldwide
• Over 90% access Twitter from mobile device
• Basic features
• Tweets, retweets, followers, message (DM), hashtag, mention, reply, links
• Moments tab, Timeline
Twitter Marketing Tools
• Promoted Tweets
• Promoted Trends
• Promoted Accounts
• Enhanced Profile Page
• Amplify
• Promoted Video
• Television Ad Retargeting
• Lead Generation Cards
• Mobile Ads
Typical Twitter Marketing Campaign
• Follow others relevant to your content and conversation
• Experiment with simple Promoted Tweets
• For larger budgets, use Promoted Trends and TV ad retargeting
• For retail business local sales, build Lead Generation Card
Measuring Twitter Marketing Results
• Similar to Facebook results
• Fan acquisition, engagement, amplification, community, brand strength/sales
• Analytics tools
• Twitter’s real-time dashboard
• Twitter’s Timeline activity and Followers dashboards
• Third-party tools
• TweetDeck, Twitalyzer, BackTweets
Pinterest Marketing
• One of the fastest-growing and largest image-sharing sites
• Enables users to talk about brands using pictures rather than words
• Features include:
• Pins and re-pins to boards
• Share
• Follow
• Contributors
• Links to URLS
• Price displays
Pinterest Marketing Tools
• Rich Pins, Promoted Pins, Cinematic Pins
• Buyable Pins/Shop Our Picks
• Promoted Video
• Add Pin It and Follow buttons
• Pin as display ad
• Theme-based (lifestyle) boards
• Brand pages
• URL link to stores
• Integration with other social sites
• Network with users, followers, others
Typical Pinterest Marketing Campaign
• Create Pinterest brand page and multiple lifestyle-themed
boards
• Improve quality of photos, use URL links and keywords
• Utilize Pinterest Rich Pins and/or Product pins, Pin It buttons
• Integrate with Facebook and Twitter
• Follow and interact with other pinners and boards
• Measuring Pinterest Marketing Results
• Same dimensions as Facebook, Twitter
Marketing on Other Social Networks
• Instagram
• Brand profiles, ad campaigns (display and video), Buy buttons, Marquee ads
• LinkedIn
• Company profiles, showcase pages, Career Page, Display ads (Feeds), self-
service ads or Advertising Partner Solutions, sponsored inMail, LinkedIn Pulse
• Snapchat
• Snapchat Stories, Live Stories, Discover, Snap Ads, Sponsored Geofilters,
Sponsored Lenses
The Downside of Social Marketing
• Loss of control
• Where ads appear in terms of other content
• What people say
• Posts
• Comments
• Inaccurate or embarrassing material
• In contrast, TV ads maintain near complete control
Insight on Society: Marketing to Children of the Web in the Age of
Social Networks
• Class discussion:
• Why is online marketing to children a controversial practice?
• What is the Children’s Online Privacy Protection Act (COPPA) and how does it
protect the privacy of children?
• How do companies verify the age of online users?
• Should companies be allowed to target marketing efforts to children under
the age of 13?
Mobile Marketing
• More than 262 million Americans use mobile phones
• Devices used multiple times per day
• By 2020, m-commerce will account for almost 50% of all retail and travel e-
commerce
• Challenges: Mobile search
• Motivating consumers to click
• Raising fees for each click
Figure 7.6 The Growth of M-Commerce
How People Actually Use Mobile Devices
• Average of 3 hours daily on mobile devices
• 42% entertainment
• 16% social networks
• 70% occur in home
• Activities are similar to desktop activities
• Rapidly growing smartphone m-commerce sales
• Mobile devices currently used more for communicating and entertainment over
shopping and buying
Figure 7.7 How People Use Their Mobile Devices to Shop
In-App Experiences and Ads
• Mobile use
• Apps—60% of smartphone time
• Almost 75% of app time spent on user’s top 3 apps
• Users use about 27 apps/month
• App marketing
• Most effective are in-app ads
• Placed in most popular apps
• Targeted to immediate activities and interests
How the Multi-Screen Environment Changes the Marketing
Funnel
• Consumers becoming multi-platform
• Desktops, smartphones, tablets, TV
• 90% of multi-device users use multiple devices to complete action
• View ad on TV, search on smartphone, purchase on tablet
• Marketing implications
• Consistent branding
• Responsive design
• Increased complexity, costs
Mobile Marketing Features
• Mobile marketing 64% of all online marketing
• Dominant players are Google, Facebook
• Mobile device features
• Personal communicator and organizer
• Screen size and resolution
• GPS location
• Web browser
• Apps
• Ultraportable and personal
• Multimedia capable
• Touch/haptic technology
Figure 7.10 The Top U.S. Mobile Marketing Firms by
U.S. Revenue
Mobile Marketing Tools: Ad Formats
• Mobile marketing formats
• Search ads
• Display ads
• Video
• Text/video messaging
• Other: e-mail, classifieds, lead generation
• Mobile interface versions of social network techniques
Figure 7.11 Mobile Ad Spending by Format
Insight on Business: Mobile Marketing: Ford Goes 3-D
• Class discussion:
• Why do mobile devices represent such a promising opportunity for
marketers?
• What are the benefits and the appeal of 3-D mobile advertising?
• Have you ever engaged with 3-D mobile ads?
• What types of products are best suited for 3-D ads?
Mobile Marketing Campaigns
• Mobile website
• Facebook and Twitter brand pages
• Mobile versions of display advertising campaigns
• Ad networks
• Interactive content aimed at mobile user
• Tools for measuring responses
• Key dimensions follow desktop and social marketing metrics
Figure 7.12 Measuring the Effectiveness of a Mobile Marketing
Campaign
Local and Location-Based Marketing
• Location-based marketing
• Targets messages to users based on location
• Marketing of location-based services
• Location-based services
• Provide services to users based on location
• Personal navigation
• Point-of-interest
• Reviews
• Friend-finders, family trackers
• Consumers have high likelihood of responding to local ads
The Growth of Local and Location-Based Mobile Marketing
• Prior to 2005, nearly all local advertising was non-digital
• Google Maps (2005)
• Enabled targeting ads to users based on IP address and
general geographic location
• Smartphones, Google’s mobile maps app (2007)
• Enabled targeting ads based on GPS
• Location-based mobile marketing
• Expected to triple over next five years
Figure 7.13 Local, Mobile, and Location-Based Mobile Marketing
Location-Based Marketing Platforms
• Google
• Android OS, Google Maps, Google Places, AdMob, AdWords
• Facebook
• Apple
• iOS, iAd
• Twitter
• Others: YP, Pandora, Millenial
Location-Based Mobile Marketing Technologies
• Two types of location-based marketing techniques
• Geo-aware techniques
• Identify location of user’s device and target ads,
recommending actions within reach
• Proximity marketing
• Identify a perimeter around a location and target ads
and recommendations within that perimeter
• Identifying locations
• GPS signals
• Cell-tower locations
• Wi-Fi locations
Why Is Local Mobile Attractive to Marketers?
• Mobile users more active, ready to purchase than desktop users
• Over 80% of U.S. smartphone users use mobile devices to search for local
products, services
• 50% visit a store within 1 day of local search
• 18% make a purchase
Location-Based Marketing Tools
• Geo-social-based services marketing
• Location-based services marketing
• Mobile-local social network marketing
• Proximity marketing
• In-store messaging
• Location-based app messaging
Location-Based Marketing Campaigns
• Location-based considerations
• Action-based, time-restrained offers and opportunities
• Target demographic and location-aware mobile user demographics
• Strategic analysis of marketspaces
• Measuring marketing results
• Same measures as mobile and web marketing
• Metrics for unique characteristics
• Inquire
• Reserve
• Click-to-call
• Friend
• Purchase
THANK
YOU
