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Social Marketing
Traditional online marketing goals
Deliver business message to the most
consumers
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of user involvement
Facebook dominates in both measures
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Facebook Marketing
Basic Facebook features
News Feed
Timeline (Profile)
Graph Search
personal information
Facebook geared to maximizing connections
between users
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
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Basic metrics:
Fan acquisition metrics
Engagement metrics
Amplification metrics
Community metrics
Brand strength/sales
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Twitter Marketing
Real-time interaction with consumers
160 million users worldwide
60% access Twitter from mobile device
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Television Ad Retargeting
Lead Generation Cards
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
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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
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
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Analytics tools
Twitters real-time dashboard
Twitters Timeline activity dashboard
Third-party tools
TweetDeck
Twitalyzer
BackTweets
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
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Pinterest Marketing
One of the fastest-growing and largest imagesharing sites
Enables users to talk about brands using
pictures rather than words
Features include:
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complete control
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Mobile Marketing
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mobile revenues
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Browsers20%
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to complete action
View ad on TV, search on smartphone, purchase on
tablet
Marketing implications
Consistent branding
Cross-platform design
Responsive design
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
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network techniques
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metrics
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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
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AdMob, AdWords
Facebook
Apple
iOS, iAd
Twitter
Others: YP, Pandora, Millenial
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
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Geo-aware techniques
Geo-fencing techniques
Identifying locations
GPS signals
Cell-tower locations
Wi-Fi locations
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Location-Based Digital
Marketing Features
Geo-social-based services marketing
Location-based services marketing
Mobile-local social network marketing
Geo-fencing/geo-targeting
In-store messaging
Location-based app messaging
Copyright 2014 Pearson Education, Inc. Publishing as Prentice Hall
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friend-finder, family-tracker
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Location-based considerations
Consider action-based, time-restrained offers and
opportunities
Consider target demographic and location-aware
mobile user demographics
Reservations
Click-to-call
Friend
Purchase
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