Social, Mobile and Local

E-Commerce

Module 5

Unique visitors vs. engagement

Introduction to Social, Mobile, and Local  Engagement measures the amount and intensity of
Marketing user involvement
 Facebook dominates in both measures
New marketing concepts
Dark social
 Conversations
 Engagement  sharing outside of major social networks (e-mail, IM,
texts, etc.)
Impact of smartphones and tablets (from desktop to
smartphones and tablets)

Social-mobile-local nexus

 Strong ties between consumer use of social

networks, mobile devices, and local shopping
Social Marketing Process

Five steps in social marketing, also applicable to local and

Online Marketing Platforms mobile marketing

1. Fan acquisition
 Involves using any of a variety of means, from
display ads to News Feed and page pop-ups, to
attract people to your Facebook page, Twitter feed,
or other platform like a Web page.
2. Engagement
 Involves using a variety of tools to encourage users
to interact with your content and brand located on
your Facebook or Web pages like starting a
conversation
Social Marketing 3. Amplification
 Involves using the inherent strength of social
Traditional online marketing goals networks
4. Community
 Deliver business message to the most consumers
 A more or less stable group of fans who are engaged
Social marketing goals and communicating with one another over a
substantial period of time
 Encourage consumers to become fans and engage 5. Brand strength
and enter conversations  Strengthening the brand and hopefully additional
 Strengthen brand by increasing share of online sales of products and services.
conversation
Facebook Marketing
Social Marketing Players
Basic Facebook features
The most popular sites account for 90% of all social network
visits  Profile
 Friend search
- Facebook  Timeline
- Google+  Tagging
- Twitter  News Feed
- LinkedIn  Groups
- Pinterest  Status update
- Instagram  Reactions buttons
- Tumblr  Messenger
- Snapchat  Third-party Apps
- Tiktok  Open Graph
 Search

Social density of audience is magnified

  Facebook is largest repository of deeply personal Typical Twitter(X) Marketing Campaign
information
Typical Twitter Marketing Campaign
 Facebook geared to maximizing connections
between users  Follow others relevant to your content and
Facebook Marketing Tools conversation
 Experiment with simple Promoted Tweets
 Reactions Buttons  For larger budgets, use Promoted Trends and TV ad
 Brand Pages retargeting
 News Feed Page Post Ads
Analytics tools
 Right-Hand Column Sidebar Ads
 Facebook Live  Twitter’s real-time dashboard
 Video Ads  Twitter’s Timeline activity dashboard
 Facebook Watch  Third-party tools
 Mobile Ads  TweetDeck
 Sponsored Messages/Broadcast  Twitalyzer
 Facebook Exchange (FBX)  BackTweets

Typical Facebook Marketing Campaign Twitter Marketing Tools

1. Establish- Establish Facebook brand page  Promoted Tweets
2. Use- Use comment and feedback tools to develop  Promoted Trends
fan comments  Promoted Accounts
3. Develop- Develop a community of users  Promoted Video
4. Encourage- Encourage brand involvement through  Amplify
video, rich media, contests  Twitter Cards
5. Use- Use display ads for other Facebook pages and  Mobile Ads
social search
6. Display- Display Like button liberally Instagram

 A visual social network: users and advertisers post

photos and videos to their friends, potential
Measuring Facebook Marketing Results customers, and the public at large.
Basic metrics:  In 2019, Instagram (owned by Facebook)
- had over 1 billion users worldwide
 Fan acquisition (impressions) - 2 million active advertisers,
 Engagement (conversation rate) - 25 million business profiles.
 Amplification (reach)  Over 70% of Instagram’s audience is under 35,
 Community - but its most rapidly growing demographic groups are
 Brand strength/sales those comprised of people over the age of 35.
 In 2019
Facebook analytics tools - Instagram generated about $15 billion in ad
revenues worldwide .
 Facebook Page Insights
 Social media management systems (HootSuite)
 Analytics providers (Google Analytics, Webtrends)
Instagram Marketing

 Display ads
Twitter or X FEATURES  Video ads
 Reels
 Tweet
 Stories
 Followers
 Carousel ads
 Message (DM)
 Marquee ads
 Hashtag
 Highlights
 Mention
 Moments Tab
 Reply
 Timeline
 Retweet
 Links Snapchat
 A mobile messaging app/social network that allows  Video Preview
its users to chat and send images and videos (snaps)
that disappear after a relatively short period of time Tiktok Success Factors
once they have been viewed.
 Short-form content (15 seconds)- that’s very easy to
 Visually capturing important moments and
create and works perfectly in today’s short-
communicating them creatively via a variety of tools
attention-span world.
such as geofilters (which tailor an image to the
 Young target audience (41% of users are aged 16–
user’s location)
24) that are addicted to social media and
 and lenses (a type of augmented reality that allows
smartphones.
users to alter their face in a variety of ways.
 The presence of celebrities and brands, which
 Snapchat was initially aimed at the under-25
supercharges engagement and awareness.
demographic
 The opportunity to make money, as users can
collaborate with brands, win contest prizes, and
 Millennials
receive gifts during live streaming.
- represented about 40% of Snapchat’s
- 80 million monthly active U.S. users The Downside of Social Marketing
 Advertising Opportunities
 Stories Loss of control
 Discover
 Where ads appear in terms of other content
 Snap ads
 What people say
 Posts
 Comments
Tiktok  Inaccurate or embarrassing material

 A social media platform for creating, sharing and In contrast, TV ads maintain near complete control
discovering short videos.
 An app where users create and edit their own videos Mobile Marketing
and share them with the world.
 More than 3.3 billion people worldwide uses mobile
 It enables them to create short-form videos where
devices
they lip-sync to background music.
 Devices used multiple times per day
 The app is used by young people as an outlet to
 65% of all retail e-commerce revenues worldwide
express themselves through singing, dancing,
 Mobile marketing formats
comedy, and lip-syncing, and allows users to create
 Banner ads, rich media ads, and video ads
videos and share them across a community.
 Games
 E-mail and text messaging
 In-store messaging
Tiktok Marketing Tools  Quick Response (QR) codes
 Couponing
 In-feed ads
- Interest targeting
- Behavioral targeting
 Branded hashtags Growth of M-commerce
 Top View ads
 Branded effects
 Brand Takeover
 Influencer marketing

Tiktok creator marketplace

 Video Uploading
 Video Editing
 Filters and Effects
 Social Sharing
 Likes and Comments
 Notifications
 Duets How People Use Mobile Devices
 Reactions
 Hashtags  Largest use: entertainment
 Live Video Streaming  Increasing use of search
 QR Code Scanner  Restaurants and deals
 Geolocation  People, places, things
 Real-time Analytics  7% of mobile users shop
  Physical retail goods are 85% of m-commerce sales  Dominant players are Google - , Facebook/Instagram

Mobile Ad Spending by Format

Mobile Marketing Tools:

Ad Formats

 Mobile marketing formats

 Search ads
 Display ads
 Video
 Messaging: SMS text messaging with coupons or
flash marketing messages
 Others: e-mail and sponsorships

Mobile interface versions of social network techniques

Mobile Marketing Campaigns

 Mobile Web site

 Facebook and Twitter brand pages
The Multi-Screen Environment  Mobile versions of display advertising campaigns
 AdWords, AdMob
Consumers becoming multi-platform
 Interactive content aimed at mobile user
 Desktops, smartphones, tablets, TV  Tools for measuring responses
 90% of multi-device users use multiple devices to - Key dimensions follow desktop and social marketing
complete action metrics
- View ad on TV, search on smartphone, purchase on
Local and Location-Based Marketing
tablet
Location-based marketing
Marketing implications:
 Targets messages to users based on location
 Consistent branding
 Marketing of location-based services
 Cross-platform design
 Responsive design Location-based services

 Provide services to users based on location

 Personal navigation
In-App Experiences and Ads
 Point-of-interest
Mobile use:  Reviews
 Friend-finders, family trackers
 Apps—85% of smartphone time - Consumers have high likelihood of responding to
 90% of app time spent on user’s top 5 apps local ads
 Social networking—25%
 Games—16%
 Radio—8%
The Growth of Local and Location-Based Mobile
Most effective in-app ads Marketing

 Placed in most popular apps Prior to 2005, nearly all local advertising was non-digital
 Targeted to immediate activities and interests
Google Maps (2005)

- Enabled targeting ads to users based on IP address

Mobile Marketing Features and general geographic location

 77% of all online marketing Smartphones, Google’s mobile maps app

- Enabled targeting ads based on GPS

Location-based mobile marketing

- Expected to triple over next five years

 Local and Location-Based Marketing

Location-Based Mobile Marketing Technologies

Two types of location-based marketing techniques

1. Geo-aware techniques
 Identify location of user’s device and target ads,
recommending actions within reach
2. 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

Location-Based Marketing Campaigns

Location-based considerations

 Consider action-based, time-restrained offers and

opportunities
 Consider target demographic and location-aware
mobile user demographics

Measuring marketing results

Same measures as mobile and Web marketing

Metrics for measuring unique characteristics

 Reservations
 Click-to-call
 Friend
 Purchase