SMM 2e (Tuten & Solomon) - Chapter 1
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Transcript of SMM 2e (Tuten & Solomon) - Chapter 1
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?
Social Media Marketing, 2e© 1-2
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?
Social Media Marketing, 2e© 1-3
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.
Social Media Marketing, 2e© 1-4
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
Social Media Marketing, 2e© 1-5
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?
Social Media Marketing, 2e© 1-7
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
Social Media Marketing, 2e© 1-10
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
A ‘Dark Side’ Discussion:Could You Give It Up?
The Challenge
No social media for 24 hours
How would you feel?
Social Media Marketing, 2e© 1-14
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.
Social Media Marketing, 2e© 1-15
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
Social Media Marketing, 2e© 1-18
Marketing Objectives and Social Media
Increase awareness
Influence desire
Encourage trial
Facilitate purchase
Cement brand loyalty
Recover from service failures
Social Media Marketing, 2e© 1-19
The LARA Framework
Listen to customer conversations
Analyze conversations
Relate information within enterprise systems
Act on customer conversations
Social Media Marketing, 2e© 1-20
Social Media Marketing Jobs
Editor
Marketing Manager
Coordinator
Director
Specialist
Strategist
Intern
See Table 1.3 for sample job descriptions!
Social Media Marketing, 2e© 1-21
Bytes to Bucks: Chipotle
Social Media Marketing, 2e© 1-22
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.
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?
Social Media Marketing, 2e© 1-24