Chapter 10 E-commerce: Digital Markets, Digital Goods INTERACTIVE SESSION MANAGEMENT "Socializing" with Customers More than 3 billion people worldwide use social followers, 24,000 Twitter followers, 15,000 LinkedIn media, making it an obvious platform for companies followers, 15,000 YouTube subscribers, and other so- seeking to engage consumers, amplify product mes- cial communities to photos, videos, text summaries sages, discover trends and influencers, build brand and other content describing every aspect of the new awareness, and take action on customer requests Anthem line. These activities were credited with at- and recommendations. More than 80 million busi- tracting more than 40,000 new social followers to the nesses have Facebook brand pages, enabling users Mack brand. to interact with the brand through blogs, comment Mack uses Oracle Eloqua Marketing Cloud Service pages, contests, and offerings on the brand page. and Oracle Social Cloud to link social activity to The "like" button gives users a chance to share with 175,000 profiles in its Oracle Eloqua database of cus- their social network their feelings about content they tomers and prospects. The digital marketing team are viewing and websites they are visiting. With like thus knows if a person in the database clicked on a buttons on many millions of websites, Facebook can Facebook post to view an Anthem-related video or track user behavior on other sites and then sell this looked for other information on the company's web- information to marketers. Facebook also sells display site. Compelling personalized content helps engage ads to firms that appear on users' home pages and prospects and move them further along the sales pro- most other pages in the Facebook interface such as cess until they ask to talk to a Mack dealer. At that photos and apps. Twitter features such as "promoted point, the prospect is considered a qualified lead. tweets" and "promoted trends" enable advertisers to Oracle Social Cloud alerts team members when the have their tweets displayed more prominently when Mack Anthem is mentioned on various social sites, Twitter users search for certain keywords. and they can respond where appropriate. Mack Trucks, a leading U.S. truck manufacturer, Mack also enlisted celebrity influencers for the used a social marketing campaign to attract custom- Anthem campaign. Country music artist Steve ers, drivers, and dealers when it launched its new Moakler recorded a road song called Born Ready for Anthem model. Mack had traditionally used print the Anthem launch and dedicated it to drivers. More ads in trucking publications, brochures, and industry than 55,000 people viewed Moakler's performance trade shows as its primary marketing channels when on You Tube. The marketing team also produced rolling out a new product. However, these channels a You Tube video with the Oakland Raiders' Khalil did not enable Mack to tailor and deliver different Mack called What Makes a Mack, and it attracted over messages for different customers. For example, a 75,000 viewers. Mack is developing a broad-based manager of a large fleet might be most interested influence program identifying customers and driv- in fuel efficiency, while an owner-operator might ers who will be among the first to view new products be more attracted to design style. Mack's marketing and serve as active advocates on social media. team continued to use traditional channels for broad More than 9,300 people opted into some aspect awareness and relied on social marketing to focus on of the Mack Anthem campaign, generating about segmentation and metrics. 1,700 qualified leads. The Anthem landing page Starting in July 2017 Mack launched a series of has attracted over 146,000 visitors, who can watch biweekly YouTube videos to build excitement for the Moakler video and obtain information on every the Anthem model, followed by a live stream of aspect of the new truck line. Mack's senior manage