MKT 380 Introduction to Social Media Marketing

Week 4

Chapter Objectives• What are the characteristics of online

communities? How do ideas travel in a community?

• In what ways do opinion leaders develop in communities? How do these influentials influence others?

• What role does social capital play in the value of social media communities? What types of ties do we have to others in our communities?

• How has social media leveled the playing field and created a source of power for consumers?

Visit www.dogster.com for an example of a community organized around a social object

2-4

Online CommunitiesOnline communities are groups of people who come together for a specific purpose, who are guided by community policies, and who are supported by Internet access that enables virtual communication.

3-4

Networks: The Underlying Structure of Communities A social network is a set of socially relevant nodes

connected by one or more relations. Nodes are members of the network. Members are connected by their relationships with

each other. Interactions are behavior-based ties such as talking

with each other or attending an event together. Flows are exchanges of resources, information, or

influence among members of the network. Object sociality is the extent to which an object can

be shared in social media. Vertical networks are sites designed around object

sociality.

4-4

It’s a Small World After AllSix degrees of separation is an observation that everyone is connected to everyone else by no more than six ties.

• Based on the mathematical model of small-world network.

Play six degrees of separation by clicking here

Characteristics of Online CommunitiesThe interactive platforms of Web 2.0 enable online communities to exhibit the following basic characteristics:

• Conversations• Presence• Democracy• Standards of

Behavior• Levels of

Participation

6-4

Characteristics of Online Communities

Conversations. Though social media provides an online space for digital conversations, these conversations are not based on talking or writing but on a hybrid of the two.

7-4

Characteristics of Online CommunitiesPresence refers to the effect that people experience when they interact with a computer-mediated or computer-generated environment.

8-4

Characteristics of Online CommunitiesDemocracy is a descriptive term that refers to rule by the people.

• Media democratization means that the members of social communities control the creation, delivery, and popularity of content.

Characteristics of Online Communities

Standards of Behavior. Virtual communities need norms, or rules that govern behavior, in order to operate. Some of these rules are spelled out explicitly but many of them are unspoken.

• Open access sites enable anyone to participate without registration or identification. • The social contract is the agreement that exists

between the host or governing body and the members.

11

-4

Characteristics of Online Communities

Level of Participation. For an online community to thrive, a significant proportion of its members must participate. Otherwise the site will fail to offer fresh material and ultimately traffic will slow.

12

-4

How Ideas Travel in a CommunityNetwork structure and composition play a role in the community’s ability to support its members.

There is evidence of community culture in the memes that evolve within the community

• A meme is a snippet of cultural information that spreads person to person until eventually it enters the general consciousness.• http://www.knowyourmeme.com• http://www.youtube.com/watch?v=Ggl2voBzeS8• http://www.youtube.com/watch?v=57oUeO_OJMg• http://knowyourmeme.com/memes/condescending-wonka-

creepy-wonka

13

-4

Group Influence and Social Capital

Opinion leader – a person who is frequently able to influence others’ attitudes or behaviors.

14

-4

Group Influence and Social Capital• Opinion leaders are extremely valuable information

sources because:• They are technically competent• They prescreen, evaluate, and synthesize product

information in an unbiased way• They are socially active and highly interconnected• They are likely to hold positions of leadership• They tend to be similar to the consumer in terms of their

values and beliefs • They tend to be slightly higher in terms of status and

educational attainment than those they influence • They are often among the first to buy new products

15

-4

Social Capital• Social capital is accumulated resources whose value

flows to people as a result of their access to others.• Reputational capital is based on the shared beliefs,

relationships, and actions of those in the community such that norms, behaviors, and values held and shared by individuals ultimately support a community reputation.

Strong and Weak TiesEmotional support is one form of social capital.

• Core ties – those people with whom we have very close relationships

• Significant ties – those individuals with somewhat close connections, but less so than core ties

• Weak ties – those individuals with whom your relationship is based on superficial experiences or very few connections

17

-4

Strong and Weak Ties

Power users are those others view as knowledgeable sources of information

• Five characteristics help to describe them:(1) Activists (2) Connected(3) Impact(4) Active minds (5) Trendsetters

18

-4

Strong and Weak Ties

The Bases of Social Power• Reward power: ability to provide others with what they desire• Coercive power: the ability to punish others• Legitimate power: authority based on rights associated with a person’s appointed position• Referent power: authority through the motivation to identify with or please a person• Expert power: recognition of one’s knowledge, skills, and ability• Information power: one’s control over the flow of and access to information

19

-4

Node-to-Node Relationships• Your level of activity in a social network is based on:• The mix of people with whom you are connected• The artifacts (content) you create on the site• The feedback you receive from others• The distribution of the artifacts and feedback

20

-4

Influence• Word of mouse – online

word of mouth and a very strong influence on consumer decision making

• Ad equivalency value - what would the value of the unsolicited online mention be if it had come through a paid advertising placement?

• Social proof – works by encouraging consumers to make decisions that mimic those of people in their social network

21

-4

The Evolution of Online Communities

“Modern society makes it more difficult to connect with others….”

Do you agree or disagree? Why?

22

-4