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E-Commerce 2017 Business. Technology. Society.: Chapter 7+11

This document discusses social networks and how businesses are using them for marketing purposes. It covers the growth of popular social networks like Facebook and Twitter and how they have become major platforms for digital advertising. The document also examines how businesses can create profiles, post content, target ads and measure engagement on these social networks. In addition, it looks at newer trends like mobile marketing and how location-based services are influencing local advertising strategies.

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Fahim Reza
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62 views38 pages

E-Commerce 2017 Business. Technology. Society.: Chapter 7+11

This document discusses social networks and how businesses are using them for marketing purposes. It covers the growth of popular social networks like Facebook and Twitter and how they have become major platforms for digital advertising. The document also examines how businesses can create profiles, post content, target ads and measure engagement on these social networks. In addition, it looks at newer trends like mobile marketing and how location-based services are influencing local advertising strategies.

Uploaded by

Fahim Reza
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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E-commerce 2017

business. technology. society.


13th edition

Chapter 7+11
Social Network Fever Spreads to the
Professions
• Class Discussion
– How has the growth of social networks enabled the creation of
more specific niche sites?
– What are some examples of social network sites with a financial or
business focus?
– Describe some common features and activities on these social
network sites.
– What features of social networks best explain their popularity?
Social Networks and Online Communities
• Internet began as communications medium for
scientists
• Early communities were bulletin boards,
newsgroups (e.g., the Well)
• Today social networks, photo/video sharing, blogs
have created new era of online socializing
• Social networks now one of most common
Internet activities
What Is an Online Social Network?
• Working definition of social network
– Group of people
– Shared social interaction
– Common ties
– Sharing an area for period of time

• Online social network


– Internet removes geographic and time limitations of offline social
networks
The Growth of Social Networks and Online
Communities
• Top social networks: over 90% of social
networking activity
• Facebook users: More than 35% are 44+
• Growth of new social networks like Pinterest,
Instagram, Snapchat
• Social networks not as lucrative as search
engines
– U.S. social network sites: $15.4 billion
– Top three search engines: $30 billion
Figure 11.1: Top U.S. Social Networks 2016
Turning Social Networks into Businesses
• Most social networks monetize audiences through
advertising
– LinkedIn – fees for premium services
– Twitter – struggling to make profits

• Business use of social networks


– Marketing and branding
– Reaching younger audience
– Listening tool, monitoring online reputation
– Collaboration tool
Figure 11.2: U.S. Ad Spending on Social
Networks, 2016
Insight on Society: The Dark Side of Social
Networks
• Class discussion:
– How can businesses accurately judge whether negative
comments are trolling or have merit and should be responded to?
– Have you ever left a negative comment about a product or
business? Have others’ negative comments influenced a
purchase?
– Should a business have any say in how an employee uses social
networks outside of the office?
Types of Social Networks and Their
Business Models (1 of 2)
• General communities:
– Offer opportunities to interact with general audience organized
into general topics
– Advertising supported by selling ad space on pages and videos

• Practice networks:
– Offer focused discussion groups, help, and knowledge related to
area of shared practice
– May be profit or nonprofit; rely on advertising or user donations
Types of Social Networks and Their
Business Models (2 of 2)
• Interest-based social networks:
– Offer focused discussion groups based on shared interest in some
specific subject
– Usually advertising supported

• Affinity communities:
– Offer-focused discussion and interaction with other people who
share same affinity (self or group identification)
– Advertising and revenues from sales of products

• Sponsored communities:
– Created by government, nonprofit, or for-profit organizations for
purpose of pursuing organizational goals
Social Network Features and Technologies
• Algorithms, computer algorithms
– Produce relationship-based content
– Affinity groups

• Profiles, Newsfeed, Timeline, Favorites (Like)


• Friends networks, Groups, Network discovery
• Games and apps
• Instant messaging, Message boards
• Storage
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)
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
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


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
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
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
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
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
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

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