Social and Mobile Marketing
         LEARNING OBJECTIVES
           LO1   Describe the 4E framework of social media 
                 marketing.
           LO2   Understand the types of social media.
           LO3   Understand the methods for marketing yourself 
                 using social media.
           LO4   Recognize and understand the three 
                 components of a social media strategy.
                                                                                     3-2
       The 4E Framework For Social Media
                                          3-3
                             Excite the Customer
         Offer must be relevant to 
         Offer must be relevant to 
         its targeted customer.
         its targeted customer.
         Relevancy can be 
         Relevancy can be 
         achieved by providing 
         achieved by providing 
         personalized offers.
         personalized offers.
                                                                 © Genevieve Ross/AP Images
                                                                                      3-4
                           Educate the Customer
           Courtesy Staples, Inc.
                                                     Golden opportunity:
                                                     Golden opportunity:
                                                Product’s value proposition 
                                                Product’s value proposition 
                                                     and offered benefits.
                                                     and offered benefits.
                                                                                      3-5
                Experience the Product or Service
         Information about a 
         Information about a 
         firm’s goods and 
         firm’s goods and 
         services 
         services 
         Simulating real 
         Simulating real 
         experiences
         experiences
                                                               Courtesy Temptalia.com
                                                                                      3-6