1. learning objectives what are social media? how are social media similar to traditional media? ...
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THE HORIZONTAL REVOLUTION
Social Media Marketing, 2e©
Learning Objectives
What are social media? How are social media similar to traditional media?
What are the major zones associated with social media?
What is Web 2.0? What are its defining characteristics? How does Web 2.0 add value to Web 1.0?
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Social Media Marketing, 2e©
Learning Objectives (2)
How does the Social Media Value Chain explain the relationships among the internet, social media channels, social software, and the devices we use for access and participation?
What is social media marketing? What role does participation play in social media marketing?
What marketing objectives can organizations meet when they incorporate social media in their marketing mix?
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Social Media Marketing, 2e©
What are Social Media?
Social media are the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility.
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Social Media Marketing, 2e©
Mind-Boggling Social Media Stats Time to reach 50 million users
Radio = 38 years TV = 13 years Internet =4 years Facebook = 100 million users in under 9 months
Social media is the #1 online activity worldwide 94% of companies use LinkedIn as their primary
recruiting tool 1 out of 6 couples married last year met on a
social media site 4 billion pieces of content are shared daily on
Facebook Eric Qualmann, Socialnomics
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Figure 1.1 Fun Facts of Social Sites
Social Media Marketing, 2e©
It’s About Participation
How do people participate? Post a status update Create a blog Use a group deal Share a micro-post with your network Make a video and share it Play social games …
How do YOU participate? ‘ Participation’ video
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Social Media Marketing, 2e©
Figure 1.2: Zones of Social Media
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Figure 1.3 Example Vehicles within each Zone
Social Media Marketing, 2e©
Web 2.0: The Defining Characteristics of Social
Media Web as platform User participation and user-generated
content Crowdsourcing Network effects Scalability Perpetual beta Reputation economy
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Social Media Marketing, 2e©
From Web 1.0 to Web 2.0
Web 1.0 DoubleClick Ofoto Britannica Personal websites Domain names Content
management Directories
(taxonomy) Sticky sites
Web 2.0 Google AdSense Flickr Wikipedia Blogs SEO Wikis Tagging
(folksonomy) Content syndication
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Hashtags and Tagging
How are you using tags?
Where? Why important?
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Figure 1.5 The Social Media Value Chain
Social Media Marketing, 2e©
Social Media Marketing, 2e©
A ‘Dark Side’ Discussion:Could You Give It Up?
Multitasking – article / text Technology Addiction link The Challenge
No social media for 24 hours
How would you feel?
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Social Media Marketing, 2e©
What is Social Media Marketing?
Social media marketing is the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders.
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Figure 1.6 Evolution of Marketing Communications
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Figure 1.7 Brand Applications Across the Zones
NBC News 1-27-15 ‘Super Bowl Ads’
Social Media Marketing, 2e©
Table 1.2 Types of Media
Zone Paid Media Earned Media
Owned Media
Social community
Ads Conversations,Shared content,Influence impressions,Likes, fans
Controlled profiles
Social publishing
Endorsements, Branded channels
Embeds, comments, shares, links, search rankings
Corporate blogs, branded media sharing sites
Social entertainment
Social game ads
In-game interactions
Advergames, branded ARGs
Social commerce
Sales promotions
Reviews/ratingsReferralsGroup buysSocial shopping
Social storefronts
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Social Media Marketing, 2e©
Marketing Objectives and Social Media
Increase awareness Influence desire Encourage trial Facilitate purchase Cement brand loyalty Recover from service failures
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Social Cause Topic ‘Names’
Global Popcorn Food Talk I’m No Different From You Shattered TeufelHundenGWAT FREE! To Speak? H2O Cinemax New Beginnings The Daily Pulse
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The Name Matters
Brand Name Generators Friends, Big Bang Theory, Wheel of
Fortune 8 Simple Rules for Dating My Teenage
Daughter Creating Brand Names With Buzz
Social Media Marketing, 2e©
The LARA Framework
Listen to customer conversations Analyze conversations Relate information within enterprise
systems Act on customer conversations
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Social Media Marketing, 2e©
Bytes to Bucks: Chipotle
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Chipotle’s “The Scarecrow Campaign” is an example of a brand leveraging social media across paid, earned, and owned media.
Visit www.scarecrowgame.com to see the film and game.
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Chipotle Case Study
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Recap and Questions
What is social media? What is social media marketing?
What are the Zones of Social Media Marketing?
How does Web 2.0 differ from Web 1.0? How does the Social Media Value Chain
explain the social media landscape? What marketing objectives can brands
meet using social media marketing? Businesses—making money by reaching
us through social media: your job ###
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