Critically analyze McDonald’s Hopes New Social Media Question and Answer Will Modify Food Image 2. Outline of the social media research methodolog
1. Critically analyze McDonald's Hopes New Social Media Question and Answer Will Modify Food Image
2. Outline of the social media research methodology being used by McDonald's
3. Analysis of the weaknesses associated with this approach
4. Proposal for alternative strategic social media research solutions that may allow McDonald's to get better
5. Feedback on its products and restaurants from customers
1000 words in length and executive summary 50 words minimum and 100 maximum
Social Media Marketing
Tracy L. Tuten & Michael R. Solomon
Social Commerce
Chapter 9
Learning objectives
What is the relationship between social commerce and e-commerce?
How are mobile devices and software applications influencing the development of social commerce?
How do social shoppers use social media as they move through the consumer decision-making process? Which social commerce elements should marketers employ to meet social shoppers’ needs?
How do ratings and reviews provide value for consumers and marketers?
What are the psychological factors that influence social shopping?
3
Figure 9.1 The zone of social commerce
Understanding social commerce
Social commerce is a subset of e-commerce that uses social media applications to enable online shoppers to interact and collaborate during the shopping experience, buyers to complete the stages of the purchase decision process, and to assist marketers in selling to customers.
It encompasses social shopping, social marketplaces, and hybrid channels and tools that enable shared participation in a buying decision.
It enables people, both networks of buyers and sellers, to participate actively in the marketing and selling of products and services in online marketplaces and communities.
Relationship between social commerce and social shopping
Social shopping is the active participation in the consumer decision-making process (one’s own and that of others), typically in the form of opinions, recommendations, and experiences shared via social media.
It refers to consumers’ behavior as they use social media to make purchase decisions. Social commerce is the commercial application of social media to drive the acquisition and retention of customers.
Key social commerce elements
Ratings and reviews
1
Curated merchandise
2
Shopping applications and venues
3
Shopping apps facilitate social commerce
Chatbots add another layer of mobility and convenience to social shopping!
The consumer decision-making process
Problem recognition
Information search
Alternative evaluation
Purchase
Post-purchase evaluation
Stage 1: Problem recognition
Problem recognition is facilitated by several social commerce tools:
Social ads on social networking sites
Shared endorsements from friends posted in activity streams
Curated images and lists on sites like Pinterest
Location-based promotions (e.g., Yelp)
Participatory commerce (e.g., Kickstarter)
Betabrand crowdsources product design using social media, an approach called participatory commerce. One success story is its “dress yoga pants” which solve the problem women face when dashing from work to yoga class!
Credit: iStock.com /Dragonimages
Stage 1: Problem recognition
Stage 2: Information search
Information search is facilitated by several social commerce tools:
Comments and conversations throughout social channels
Ratings and reviews posted on sites (e.g., Yelp, Zagat, Citysearch)
Product and pricing information tagged to image posts
Social search queries on social network sites
Social sharing of wish lists and gift registries
Conversational commerce (chatbot services)
The prevalence and availability of information online, including via social channels, have changed the information search experience.
Tuten, Tracy (TT) – it would be good to use this if possible. it is from Google's ZMOT information. Or to reconstruct if that would be permissable.
The power of ratings and reviews
95% of consumers report having read reviews prior to making a purchase decision.
66% of consumers read 1–10 reviews before making a purchase.
70% of mobile shoppers are more likely to purchase if the mobile site or app includes reviews.
82% seek out negative reviews as an indicator of authenticity.
60% have viewed a review on their smartphone while shopping in-store.
Transparency in reviews
25% have seen reviews they believe to be fake
21% have seen customers be paid or incentivized to post a positive review
81% find it difficult to distinguish between what is authentic user content and native advertising
Incentivized reviewers are less likely than non-incentivized reviewers to give a 1-star rating and four times less likely to be critical in the review.
Amazon prohibits incentivized reviews.
Stage 3: Evaluation of alternatives
Evaluation of alternatives is facilitated by several social commerce tools:
Bar code scanning/price comparisons using mobile phone apps
Recommendations, testimonials, recommendation agents, and popularity filters
Ratings and reviews
Stage 4: Purchase
Purchase is facilitated by several social commerce tools:
Shop within network options (e.g., Facebook Buy, InstaShop, Snapchat Deeplinks)
Social shopping malls (e.g., Wanelo)
Peer-to-peer marketplaces (e.g., Etsy)
Group buys (e.g., LivingSocial, Groupon)
Conversational commerce (chatbot services)
Stage 5: Post-purchase evaluation
Post-purchase evaluation is facilitated by several social commerce tools:
Comments posted on social network sites
Request for help or comment to brand on social network sites
Participation in loyalty program with social benefits
Submission of ratings and reviews on review sites and retailer website
Reviews and product experiences posted on blogs
The moment of advocacy: The third MOT
Stimulus
Zero MOT
First MOT
Second MOT
Third MOT
Best practices
Authenticity: Accept comments, even if negative
Transparency: Disclose invited/incentivized opinions
Advocacy: Let people rate the value of reviews
Participatory: Encourage customers to review
Reciprocity: Express gratitude for value of reviews
Infectiousness: Make it easy to share reviews
How can marketers build a strong base of authentic, good reviews?
Educate
people about products
Identify
people most likely to share opinions
Provide
tools to make it easier to share opinions
Study
how, when, and where opinions are shared
Listen and respond
to supporters, detractors, and neutrals
Mini-case study: Mantraband’s approach to social commerce
Uses Shopify to enable purchases from within its Facebook page (i.e., social storefront)
Uses Yotpo app to manage request for customer reviews including mobile functionality and auto-posting to social network sites
Curates organic UGC content from multiple sites
Credit: iStock.com / m-gucci
Tuten, Tracy (TT) – Insert photo 9.5
For reflection
Both consumers and brands can be victims of social commerce fraud!
Fraudsters pose as a legitimate brand on social media. They then scam customers while undermining the brand’s reputation and creating negative brand sentiment.
For reflection
A study of 5,000 brand profiles on Twitter, Facebook, YouTube, and Instagram found that nearly 20% of social media brand profiles were fake accounts used to
Offer counterfeit products and services
Phish for personally identifiable information to use in identity theft
Infect victims with malware
Maliciously attack brands
Generate ad revenue
For reflection
Psychology of influence
Influence factors may make it more or less likely that people will change their attitudes or behavior based on a persuasive message.
Bounded rationality and information overload encourage the use of heuristics such as satisficing and thin-slicing when making decisions.
The psychology of influence
Social proof
Authority
Affinity
Scarcity
Reciprocity
Consistency
Social shopping tools are designed with these influence factors to facilitate consumer movement through the purchase decision-making process.
Recap and questions
What is the relationship between social commerce and e-commerce? How are mobile devices and software applications influencing the development of social commerce?
How do social shoppers use social media as they move through the consumer decision-making process? Which social commerce elements should marketers employ to meet social shoppers’ needs?
How do ratings and reviews provide value for consumers and marketers?
What are the psychological factors that influence social shopping?
,
· McDonald's hopes new social media question-and-answer will modify food image (Links to an external site.) Passikoff, R. (2014, October 14). McDonald's hopes new social media question-and-answer will modify food image. Forbes. https://www.forbes.com/sites/robertpassikoff/2014/10/14/mcdonalds-hopes-new-social-media-qa-will-modify-food-image/#70bf235f3f6d
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