Chapter 16 Social Networks and Communication

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