Name and describe the five steps in the social marketing process
What will be an ideal response?
The five steps in the social marketing process are fan acquisition, engagement, amplification, community, and brand strength.
Social marketing campaigns begin with fan acquisition, which 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. The next step is to generate engagement, which involves using a variety of tools to encourage users to interact with your content and brand located on your Facebook or Web pages. You can think of this as "starting the conversation" around your brand.
Once you have engaged visitors, you can begin to use social site features to amplify your messages by encouraging users to tell their friends by clicking a Like or +1 button, or by sending a message to their followers on Twitter. Amplification involves using the inherent strength of social networks to continue the spread of its message. Once you have gathered enough engaged fans, you will have created the foundation for a community – a more or less stable group of fans who are engaged and communicating with one another over a substantial period of time (say several months or more). The ultimate goal is to enlarge your firm's "share of the online conversation." The process ends with strengthening the brand and, hopefully, additional sales of products and services.
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Answer the following statements true (T) or false (F)
1. After a morning of global cultural training, Marie, the vice president of marketing, is having lunch with Ann, who will be managing the company's new office in South Korea. Marie tells Ann, "There are cultural differences between the United States and South Korea that will affect the success of our office. For example, I suggest giving a couple of cans of Spam to your larger customers, because Spam is considered elegant in South Korea." Marie's advice to Ann is good because it takes into account the many kinds of cultural differences between the United States and other countries. 2. Dawn grew up helping her father work on cars in his auto repair shop and developed into an excellent auto technician. Because of stereotypes regarding women in this field, she is interested in finding a shop that minimizes gender discrimination and role inequalities. Dawn wants to work for a company that highly values gender egalitarianism. 3. Philippe is from the Mediterranean coast of Greece and Sasha is from Iran. In their grocery store, this married couple is accustomed to focusing on one task at a time rather than multitasking. Philippe and Sasha work on a system of polychronic time. 4. A business model outlines what customer needs the company will satisfy, the operations of the business, the company components and functions, and the projected revenue and expenses.
In general, how do most people feel about their jobs?
A. antipathy B. satisfied C. dissatisfied D. indifferent
If firms expect to receive cash more than one year after the time of recognizing revenue, they measure revenues at the
a. future value of the amount of cash they expect to receive. b. present value of the amount of cash they expect to receive. c. fair value. d. aggregate total of the amount of cash they expect to receive. e. net realizable value.
When a company assumes that foreign consumers want exactly the same products that are sold in the United States, it has failed to analyze the importance of understanding ________ ________.
Fill in the blank(s) with the appropriate word(s).