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 obviotis platform for companies followers, 15,000 YouTube subscribers, and other so seeking to engage consumers, amplity product mes cal 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 30 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 Cload 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 comers 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 luve 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 Recaly for Anthem model. Mack had traditionally used print the Anthem launch and dedicated it to drivers. More ads in tracking publications, brochures, and industry than 55,000 people viewed Moakler's performance trade shows as its primary marketing channels when on YouTube. The marketing team also produced rolling out a new product. However, these channels a YouTube 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 drive 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 1,706 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 the Anthem unveiling on YouTube and Facebook in ment is very pleased with the results and the detail September of that year. Mack netted 7,000 email ad- and precision of digital marketing information. Vice dresses from the teaser campaign, with 3,700 people President of Marketing John Walsh can see what hap viewing the live stream of the launch event. These pens with every dollar Mack spends are considered significant numbers for a product An estimated 90 percent of customers are intiu costing over US$100,000. Mack's marketing team enced by online reviews, and nearly half of US also launched a comprehensive social media cam social media users actively seek customer service paign directing the company's 174,000 Facebook through social media. As a result, marketing is now placing much more emphasis on customer satisfac retail industry rivals in the months that followed. tion and service. Social media monitoring helps mar- Nordstrom customers remained loyal to the brand. keters and business owners understand more about Previous Trump tweets calling out other brands such buyers' likes, dislikes, and complaints concerning as Lockheed Martin had hurt stock share prices. In products, additional products or product modifica- September 2016, San Antonio-based Miracle Mattress tions customers want, and how people are talking provoked angry social media backlash when it posted about a brand (positive or negative sentiment). a Facebook video advertising a "Twin Towers Sale." Prompted by customer social media comments The video encouraged customers to remember 9/11" about meats other than roast beef, fast-food sandwich and get any size mattress for a twin price. Miracle restaurant chain Arby's launched a "Meat Mountain Mattress removed the video from its Facebook time- campaign poster showing various meats other than line, and owner Mike Bonanno posted an apology roast beef. Arby's customers mistakenly thought the letter poster displayed a new sandwich and through social media, indicated they were anxious to try it. Arby's Sources: Rob Preston, "Open Road, Profil Magazine, Spring 2018 then responded with a new $10 Meat Mountain Melody Hahm, 26-Year-Old Launches Instagram-Fueled Fast sandwich Fashion Brand Yahoo Finance, July 25, 2018; Craig Smith, 1844 Social media campaigns can be tricky to orches Amazing Facebook Sutistics (July 2018) by the Numbers. Dm July 30, 2018: www.Macktrucks.com, accessed July 29, 2018, Janet trate, and the results are not always predictable. Morrissey. "Brands Heed Social Media. They're Advised Not to When social followers of Donald Trump called for Forget Word of Mouth, Nele York Times, November 26, 2017 Farhad boycotting Nordstrom for dropping Ivanka Trump's Manjoo How Battling Brands Online Has Gained Urgency, and Impact," New York Times, June 21, 2017; and Lindsay Friedman, clothing line from its stores, Nordstrom's stock price The 12 Worst Social Media Fails of 2016," www.entrepreneur.com rose, and the company outperformed many of its September 22, 2016 CASE STUDY QUESTIONS 1. Assess the management, organization, and tech- nology issues for using social media technology to engage with customers. 2. What are the advantages and disadvantages of using social media for advertising, brand building, market research, and customer service? 3. Give an example of a business decision in this case study that was facilitated by using social media to interact with customers. 4. Should all companies use social media technology for customer service and marketing? Why or why not? What kinds of companies are best suited to use these platforms