SMM 2e (Tuten & Solomon) - Chapter 1

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THE HORIZONTAL REVOLUTION

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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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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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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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

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Figure 1.1 Fun Facts of Social Sites

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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?

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Figure 1.2: Zones of Social Media

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Figure 1.3 Exemplar Vehicles in the Zones

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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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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

Hashtags and Tagging

How are you using tags?

Where?

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Figure 1.5 The Social Media Value Chain

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A ‘Dark Side’ Discussion:Could You Give It Up?

The Challenge

No social media for 24 hours

How would you feel?

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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

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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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Marketing Objectives and Social Media

Increase awareness

Influence desire

Encourage trial

Facilitate purchase

Cement brand loyalty

Recover from service failures

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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 Jobs

Editor

Marketing Manager

Coordinator

Director

Specialist

Strategist

Intern

See Table 1.3 for sample job descriptions!

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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.

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?

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