Academic point of view: Professor Carl Mela

2. Social Marketing Goals
• According to the AMA, a search of “How do I
get more Facebook likes?” yields 843 million
results.
• What’s the point?
Source: ABC News
© Carl F. Mela 2014
Fuqua Forbes Future of Marketing –2

3. Social Marketing Goals
© Carl F. Mela 2014
Fuqua Forbes Future of Marketing –3

4. Social Marketing Goals
• Listen or monitor for brand associations
Less Intrusive
– Caps RFID
– Sears Yelp & Mobile
• Engender customer‐customer interaction
– Sharing or evangelizing the brand
– Caps mobile
• Engender customer‐firm interaction
– To firm (suggestions) and from firm (announce)
• Old fashioned one way firm to customer
promotion
– Sears Facebook
© Carl F. Mela 2014
More Intrusive
Fuqua Forbes Future of Marketing –4

5. Goals to Tactics
Goals
Tactics
Listening In
Online Communities

Blogs

Microblogs

Wikis and Collaborative Sites

User Generated Content

Online Boards

Gaming

Emails

Web Pages

•
•
•
•
•
•
C2C
Discussion

B2C
Discussion

B2C
Promotion












Control
Locus
Customers
Both
Both
Both
Both
Both
Customers
Customers
Firm
Communities: Facebook, Google Groups, LinkedIn, FourSquare
Blogs and Microblogs: Twitter, Tumblr
Wikis and Collaborative Sites: Digg, Wikipedia, Reddit
UGC: Flickr, Youtube, Instagram, Vine , Pinterest, Snapchat
Boards, review and comment: Epinions, Open Table
Social gaming; Farmville, MMRPGs
© Carl F. Mela 2014
Fuqua Forbes Future of Marketing –5

6. Top Down Vs. Bottom Up
• What’s the point?
• What’s the strategy?
– Here’s a tool, let’s find a strategy
– Here’s a strategy, let’s find the tools
© Carl F. Mela 2014
Fuqua Forbes Future of Marketing –6