Chapter 22 - Day 26 student

Chapter 22 - Day 26 student - CHAPTER 22...

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CHAPTER 22 Social Media and Marketing ©  ISTOCKPHOTO.COM/VALERIE LOISELEUX /  ©  ISTOCKPHOTO.COM/TORSTEN LORENZ
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LO 1 Describe social media, how it is used,  and its relation to integrated  marketing communications LO 2 Explain how to create a social media  campaign LO 3 Evaluate the various methods of  measurement for social media Learning Outcomes
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LO 4 Explain consumer behavior on social  media LO 5 Describe the social media tools in a  marketer’s toolbox and how they are  useful LO 6 Describe the impact of mobile  technology on social media Learning Outcomes
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What Is Social Media? any tool or service that uses the  Internet to facilitate conversations. Social Media  is…
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Social Media Tools and Platforms Media sharing sites Microblogs Blogs Social networks
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Social Media and Consumers At the basic level, social media consumers  want to:  exchange information  collaborate with others  have conversations It is up to the marketer   to  DECIDE   if  ENGAGING  in  those conversations will be  PROFITABLE  and to find  the most effective method of  ENTERING  the  conversation.
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How Consumers Use Social Media Facebook, MySpace, Bebo YouTube Flickr Twitter Technorati Primary Use Social networking Video sharing Photo sharing Communication Blog tracking
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Social Commerce a subset of e-commerce that involves the  interaction and user contribution aspects of  social online media to assist online buying  and selling of products and services. Social Commerce   is…
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Social Media and Integrated  Marketing Communications Allows marketers to Allows consumers to § Have conversations  with consumers  § Forge deeper  relationships § Build brand loyalty § Connect with  each other § Share opinions § Collaborate on  new ideas  according to  interests
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Crowdsourcing Crowdsourcing Using consumers to develop  and market product.
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Owned Media Earned Media Categorizing Media Types Paid Media
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