2 5. some reminders be sure to check the course outline each week for supplemental reading and...

2

SOCIAL CONSUMERS

RTV 453CELL PHONES OFF AND PUT AWAY

5

Social Media Marketing, 2e©

Some reminders

Be sure to check the course outline each week for supplemental reading and other class instructions

You should start studying now for mid term

About 50 Multiple Choice / True-False

About 25 short answer Green Scantron sheet and pencils

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Connecting Chaps. 4 & 5

Chapter 4 explains how social media enables communication and the maintenance of relationships.

Understanding about how word-of-mouth communication travels, how networks are structured, and how ties are maintained

Individual roles and power relationships in networks

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Chapter 5 Learning Objectives

How do social networking communities enable user participation and sharing?

Why is engagement a goal of brands using social media marketing? What are the benefits of engagement?

In what ways can brands utilize social networking communities for branding and promotion?

Think about your social cause ‘brand’

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But first…in Chapter 5

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________refers to the period in which a series of small changes becomes significant enough to cause a larger change.

Tipping Point


________ theory presents characteristics of innovative products that explain the rate at which people are likely to adopt these new options.

Diffusion of Innovations


An __________ provides a method of communication and collaboration that is more dynamic and interactive, while an _______ is open to people who are not affiliated with the site’s sponsor.

Internal social network / external

social network


__________networks describes the narrow, deep focus of social networking sites that differentiate themselves because they emphasize some common hobby, interest, or characteristic that draws members to the site.

vertical


_______ occurs when a user is unable to transfer social contacts and content from one social network to another, while _____ is such that a single profile would provide access across social networking sites with a single login and shared information

Social lock-in / identity portability


______ refers to a set of common APIs that enable developers to write software for applications that will run on multiple social websites.

Open source code


________ stands for application programming interface. It’s a programming model that enables a piece of software to interact with other software.

Application Programming

Interface


Brands can matter by providing apps that fit strategically with the brand and consumer needs; these apps are called ______

Brand butlers


______ is a brand’s use of social networking to build earned media value and purposefully cultivate.

friendvertising


UGC stands for _______ and CGM stands for ________.

User Generated Content / Consumer

Generated Media


_______ is a form of paid advertising that is based on a form unique to the vehicle within which it is placed.

Native advertising


_______ are shared on a person’s activity stream following a brand interaction (such as liking the brand)--they occur only when people are interacting with the brand.

Organic social

ads


Newsfeed stories of brand interactions are called _________

Derivative branded content


Understanding the theory…

Everything we do is within some kind of model and/or explained based on some particular theory.

Chapter 4 connected network relationship with Social Network Theory.

Governed societies as we noted might be democracies, authoritarian, etc.

Chapter 5 uses Diffusion of Innovations to help us understand how and why people adopt something news

2-step flow is associated 3-19



Innovators Early Adopters Early Majority Late Majority Laggards

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Cell phones 3D TV DVD Recorders Slingbox HD Radio Driverless cars

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Diffusion of Innovations Potential adopters of a technology progress

over time through five stages in the diffusion process.

First, they must learn about the innovation (knowledge)

Second, they must be persuaded of the value of the innovation (persuasion);

They then must decide to adopt it (decision); The innovation must then be implemented

(implementation); and Finally, the decision must be reaffirmed or

rejected (confirmation). The focus is on the user or adopter.

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Everett Rogers’ theory’s characteristics include:

the relative advantage of the innovation

the ability to observe and try the innovation

The innovation’s compatibility The innovation’s simplicity of

use 3-23


Diffusion of Innovations For Social Media that includes: How and why individuals adopted social

media activities overall How and why individuals have, are

and/or will adopt a particular social media tool

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Social Networking Sites vary in three different dimensions

Audience and degree of specialization The social objects that mediate the

relationships among members Degree of decentralization or openness

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Audience Specialization

An internal social network provides a method of communication and collaboration that is more dynamic and interactive.

An external social network is open to people who are not affiliated with the site’s sponsor.

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Connecting with the User

Openness and Identity Portability: Social lock-in occurs when a user is unable to

transfer social contacts and content from one social network to another.

Social networking fatigue comes in part from the need to manage multiple community accounts (and to forego some due to the required investment) as well as from the steady streams of content flowing from multiple networks.

Identity portability is such that a single profile would provide access across social networking sites with a single login and shared information.

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Social Networking Activities and Engagement

Secondary content consists of things that others create which we feel are worth redistributing to our social networks, such as retweets, links to a celebrity blog, or even brands we “like” on our Facebook page.

Social sharing provides people with the tools they need to reveal elements of their digital identities.

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Social Networking Activities and Engagement

Brands can matter by providing apps that fit strategically with the brand and consumer needs; these apps are called brand butlers.

Friendvertising is a brand’s use of social networking to build earned media value and purposefully cultivate.

Legacy media had to decide how to appeal to you as a potential consumer; social media strategies are about getting us engaged with the brand

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There are five characteristics of a

brandfan: Emotional engagement: The object is meaningful in the emotional life of the fan.

Self-identification: The fan personally and publicly identifies with like-minded fans.

Cultural competence: The fan has a critical understanding of the object, its history, and its meaning beyond its basic functionality.

Auxiliary consumption: The fan collects and consumes related items and experiences beyond the basic object.

Production: The fan becomes involved in the production of content related to the object.

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So, your social cause

You should have introduced who and what you are

You should have connected to the ideas and ideals of a brand recognized as doing a good job with social media

You should have shown how your online presence, your social publishing fits among other similar to you

You are now looking for a few other social media tools to use for engaging with users, then…

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Time for a stunt

You’re taking what you’ve learned from looking at a business

And take what you’ve learned from looking at ‘your competition’

And you taken you previous experience using some social media tools while also looking for a few new tools

To create something to try to get people engaged with you

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Contests and Requests for UGC

1. User-Generated Content (UGC) campaigns offer a way for brands to invite consumers to engage and interact while they develop shareable content.

2. The lexicon of online marketers includes many commonly-used phrases and accompanying acronyms related to user-generated content, also known as consumer-generated media (CGM).

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Contests and Requests for UGC

3. Participatory advertising is when brands invite content, set mandatory guidelines and specifications, and possibly also provide participants with selected brand assets such as footage from prior commercials that ran on TV.

4. Gallery is where others can view and pass the content on to their respective networks.

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Remember how we started?

United Breaks Guitars But, in a different way, what a brand

may do for itself… Kmart viral video What is a stunt? What is a contest? Once you design it, how do you get

people to find it?

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You need to reach people

Paid Media in Social Networks Native advertising is a form of paid

advertising that is based on a form unique to the vehicle within which it is placed.

Display ads may include text, graphics, video, and sound much like traditional print ads and commercials but they are presented on a website. PPC ads.

Banner ads ‘Traditional’ ways 2-36


Social ads

A social engagement ad contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g. clickable ‘like’)

A social context ad includes ad creative, an engagement device, and personalized referral content from people in the viewer’s network.

Organic social ads are shared on a person’s activity stream following a brand interaction (such as liking the brand). Organic social ads occur only when people are interacting with the brand and are thought to carry enhanced credibility. Refer back to Facebook Zero

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What we should understand What social activities are the focus of

participation in social communities? How can consumers create identities in

social communities? What are the types of social networks in

social media? What are the characteristics of social

ads? How effective are social ads? How can brands engage consumers in

social communities? ###

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2 5. some reminders be sure to check the course outline each week for supplemental reading and...

Documents

social contacts

social networking communities

pencilssocial media

multiple social websites

shared information social

earned media value

e brands

goal of brands