Social Media Marketing
the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization's stakeholders.
How does Social Media Marketing use social media?
Uses social media portals to positively influence consumers toward a website, company, brand, product, service, or a person.
What is the end goal of social media marketing?
Typically, the end goal of social media marketing is a "conversion" (desirable consumer action)
Social Media
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
Digital Native
originated in a 2001 article, a new type of student who was starting to enter educational institutions; these students were born in an era in which digital technology has always existed; grew up "wired" in a highly networked, always-on world.
Digital Immmigrants
parents
Media
means of communication
Mass Media
means of communication that can reach a large number of individuals (Broadcast, print, and digital channels, to personal media)
Personal Media
channels capable of two-way communication on a small scale (Email, surface mail, telephone, and face-to-face conversations)
How does communication travel?
using a medium (channel)
Within each medium, marketers can choose specific _______ to place a message
vehicles
(A medium of television, the show "the walking dead" is a vehicle)
Zone 1: Social Community
social media that focus upon relationships and the common activities people participate in with others who share the same interest or identification (Facebook)
Social Community Features
Feature two way and multi way communication, conversation, collaboration, and the sharing of experiences and resources.
Channels of Social Communities
-social networking sites
-message boards and forums
-wikis
Social Networking Sites (SNS)
online hosts that enable site members to construct and maintain profiles, identify other members with whom they are connected, and participate using various services the site offers
Social Networking Sites and Social Identity
Profiles enhance the ability to develop social identity when they add a profile picture, basic information about themselves, and other customizable options
Social Networking Sites and Social Presence
Members maintain a social presence in the community that may indicate their availability, mood, friend list, and status
Social Networking Sites forms of communication
SNS offer both synchronous and asynchronous forms of communication, and the resulting content may be wither permanent or temporary
Connections
whom we might call friends, followers, or fans, communicate and share content in a variety of ways including direct messages, wall posts, and chat or instant messaging
What does Facebook define itself as?
a social utility, not a social network
Forums
interactive, online versions of community bulletin boards
-Focus entirely on discussions among members
-Example: RC Universe is a vibrant community of remote-control hobbyists
Wikis
collaborative online workspaces that enable community members to contribute to the creation of a useful and shared resource
-The software that supports the wiki enables multiple members to collaborate, edit, make comments, and share a variety of content
Zone 2: Social Publishing
Aid in the dissemination of content to an audience (YouTube)
Social Publishing Channels
-blogs
-microsharing sites
-media sharing sites
-social bookmarking and news sites
Blogs
websites that host regularly updated online content (Weebly, WorldPress, Squarespace)
-May include text, graphics, audio, and video
Microsharing Sites (microblogging sites)
works much like blogs except there is a limit to the length of the content you can post (Twitter)
Microshare
could include a sentence, sentence fragment, embedded video, or link to content residing on another site
Media Sharing Sites
host content searchable by the masses, but also typically feature video, audio, photos, and presentations and documents rather than text or a mix of media.
Zone 3: Social Entertainment
Encompasses channels and vehicles that offer opportunities for play and enjoyment (Spotify)
Social Entertainment Channels
-social games and gaming sites
-socially enabled console games
-alternate reality games (ARGs)
-entertainment communities (Spotify)
Social Games
most advanced channel in the zone (Candy Crush, Mafia Wars)
-Hosted online and include opportunities for interaction with members of a player's network as well as the ability to statuscast activities and gaming accomplishments
Statuscast
post updates to one's status
Entertainment Communities
anticipated to continue to arise around other traditional areas of entertainment (music, film, art, and sport) (MySpace)
Zone 4: Social Commerce
the use of social media to assist in the online buying and selling of products and services (Groupon)
Social Commerce Channels
-reviews and ratings (Yelp)
-deal sites and deal aggregators (Groupon)
-social shopping markets (Etsy)
-social storefronts
Social Storefronts
online retail stores that sometimes operate within a social site like Facebook with social capabilities
Social Shopping Markets
online malls featuring user-recommended products, reviews, and the ability to communicate with friends while shopping
Deal Sites and Deal Aggregators
aggregate deals into personalized deal feeds
Facebook Channel
a Facebook tool that allows users to log in to other partnering sites using their Facebook identities
Share Applications
tools that let users share what they are reading or doing on their status feeds
Organizations can socially enable aspects of their traditional e-commerce websites by ______
using tools such as facebook channels and share applications
Web 2.0
the developments in online technology that enable interactive capabilities in an environment characterized by user control, freedom, and dialogue
What does Web 2.0 offer?
-a cost-effective solution that provides access to rich data
-the collective wisdom of its users
-access to micromarkets
-software that operates on multiple platforms (mobile phone, PDA, computers) and beyond (cloud computing)
-user interfaces that are ea
Web as Platform
Allows user participation and user-generated content
Cloud Computing
any process that delivers hosted service online
Dropbox
a popular cloud storage service
Crowdsourcing
collecting knowledge from a large group of people to solve problems and complete tasks for personal aide
Wikipedia
a "crowdsourced," easily updatable resource with tremendous added value to users
What provides much of the backbone of social media?
The willingness of numerous users to provide "free" advice, reviews, and other content
As communication is empowered by the capabilities of Web 2.0, we enter the most recent evolution in the history of communication, which is what?
the horizontal revolution
Horizontal Revolution
-Communication is now multi-way and multi-directional
-Web 2.0 levels the playing field between producers and consumers; Invites each of us to be co-creators in product design, delivery, pricing, and promotion
Taxonomies
classifications that experts create
Folksonomies
sets of labels, or tags, individuals choose in a way that makes sense to them, as opposed to using predefined keywords
Tagging
the process social media users undergo to categorize content according to their own folksonomy
What does the tagging process create?
a tag cloud
-enables others to search and retrieve information using tags that make the most sense to them
-provides information about the popularity of the tags used
Hashtags
frequently used to add meaning to posts on social media sites like Instagram, Twitter, and Facebook
Network Effect
each additional user adds value for all users
-Recommended products based on your past experiences (Amazon)
-Enable organizations to leverage the value of crowdsourcing
-Network Effect ensures that there is a sufficient participation for the crowdsourced
Scalability
to be able to grow and expand capacity without negatively affecting your company
Scalability and Capacity
Many concepts work well until the number of users grows beyond the system's capacity
-If the business could not meet the demand created by the social deal, the social media promotion was not scalable
-Network Effects not only enhance the value but also te
Scalability Issues with Limited Resources (BitTorrent)
Rather than adding servers to accommodate growing user demand, BitTorrent's system relied upon the users as servers
-BitTorrent works by gathering bots of files simultaneously from all of its users who have the file in their hard drives
-Innovation enable
Beta
used to denote a product in testing
-Label enables developers to introduce new features in products even if testing and refinement are not yet complete
Perpetual Beta
That state that Web 2.0 is in; always changing, always responding to the needs of the community; developers are constantly innovating products
Why do many online services improve and evolve constantly?
because providers operate in a near constant state of continuous improvement
Reputation Economy
where the value that people exchange is measured in esteem as well as in dollars (giving reviews)
What creates a reputation economy?
When users trust other users as a source of knowledge; earn the respect and recognition of other users without getting paid
-this positive feedback creates a reputation economy
Radical Trust
the trust bestowed on others when organizations shift control to their consumers and users
-anyone and everyone online can participate in making decisions, creating and editing content, disseminating knowledge, and rating content quality
Those who participate in reputation economies gain what?
they gain a form of street cred as power users and their reputations are at stake
Social Media Value Chain
organizes this complex environment of social media into its core components
What does the social media value chain illustrate?
the core activities of social media users and the components that make those activities possible
How are the core activities of social media users made possible?
made possible by the underlying infrastructure of the Internet
-Include: the software that provides the programming we need to carry out these activities, the devices (iPads, smartphones, computers) we use to access them, the people whose contributions pr
Social Software
computer programs that enable users to interact, create, and share data online
-Everything you'd like to do online, there is a social software program for it
Apps (widgets)
usually downloadable or embeddable types of social software
-Apps largely enable mobile connectivity to our social spaces and activities
Social Services
application service sites that social software encompasses
Why does social software exist?
to facilitate ALL social media channels
Devices
pieces of equipment we use to access the Internet and the range of activities in which we participate online
What is the key attribute of devices?
Portability
-Many people have access on multiple devices and in many locations
-The location might be anywhere we go as the adoption of smartphones with Internet access increases
People and Social Media
Social media work only when people participate, create, and share content
Bloggers
represent a unique hybrid form of "netizens" in that they may create and share content professionally or personally
-Generate content and add value to the social media environment
Monetization
how a business earns revenue
-if a system requires substantial new investment as users adopt it, the break-even point for return on investment is delayed even as it appears to be a success
Business Model
the strategy and format it follows to earn money and provide value to its stakeholders
Who relied heavily on Interruption-Disruption Models?
Media Providers (ABC) and media conglomerate (Disney)
Interruption-Disruption Model
Goal is to create programming that is interesting enough to attract people to watch it or listen to it
Monetization Strategy
relies upon attracting as many people as possible to the content; the more who pay attention, the more the programmer can charge for the right to insert messages in that vehicle
Revenue Stream
source of income that will ultimately replace the model of "ad space as revenue" probably wont be paid access by subscribers or members
Revenue Stream Exception
when the content is superior to what you can get by other means - and you are willing to pay a premium to receive it without being exposed to ad messages (XM/Sirius Radio)
Psychic Income
perceived value that is not expressed in monetary form
-Referred to as Social Currency: people and brands need to earn a reputation for providing high value - whether that value comes from information, relevance, and/or entertainment
Marketing Mix
Four Ps: Product, Price, Promotion, and Place (distribution)
The Fifth P in the Marketing Mix
Participation
What are some more recent business applications of social media marketing?
-social funding
-social indexing
Traditional marketing focuses on ________
push messaging
Push Messaging
one-way communication delivered to the target audience using a large dose of broadcast and print media to reach a mass audience
Traditional Marketing Opportunities
Minimal opportunities for interaction and feedback between customers and the organization, and Boundary Spanners mediate these dialogues
Boundary Spanners
employees who interact directly with customers
In Traditional Marketing, how is Brand Message controlled?
in a top-down manner by brand leadership with the organization
E-commerce Sites
websites that allow customers to examine (onscreen) different brands and to conduct transactions via credit card
E-commerce
began to blossom as an alternative to other forms of promotion such as television or radio
-consumers increasingly began to learn about products online
What do e-commerce sites offer?
-greater speed
-cost efficiencies
-access to micromarkets
Micromarkets
a group of consumers once considered too small and inaccessible for marketers to pursue
What did e-commerce sites allow marketers to do?
Allowed marketers to offer Niche Products
Niche Products
products that appeal to small specialized groups of people
Tradigital Marketing
characterized by improvements in interactivity and measurement, but it retains the primarily vertical flow of power in the channels of communication and distribution
What made it possible for consumers to respond directly to an online digital ad?
Digital online messages made it possible for consumers to respond directly to an online display ad by clicking through to the e-commerce website
Search Advertising
grew during the time of tradigital marketing, making it possible for online advertising to target both mass and niche audiences
What did direct marketers adopt as a complement to direct mail and telemarketing?
email marketing
What does it mean that both Traditional and Tradigital Marketing work on the basis of the Interruption-Disruption Model?
means the source of a communication delivers messages to audiences whether they want to receive them or not, and regardless of whether these messages are directly relevant to their unique needs
What does social media marketing enhance?
the ability for consumers to interact and engage with brands
What does it mean by "Social Media empower consumers"?
Social media channels give consumers unparalleled access
-The culture of marketing has shifted to an informal one focused on the belief that customers are in control
What are marketers are assessed monetary fees for?
for Paid Media, including purchasing space to deliver brand messages and securing endorsements
Paid Media
the purview of advertising, defined as the paid placement of promotional messages in channels capable of reaching a mass audience (Television commercials, radio ads, magazine print ads, newspaper ads, billboards, Internet display ads, and search engine ma
Owned Media
channels the brand controls (Corporate websites and e-commerce sites, corporate blogs, advergames, and ARGs)
Earned Media
messages that are distributed at no direct cost to the company and by methods beyond the control of the company (Word-of-Mouth Communication and publicity)
Word-of-Mouth (WOM) Communication (also called influence impressions in social media)
Companies release content through press releases and paid channels, participate in community events and causes, create stunts designed to generate media attention and buzz, and offer exceptional service quality, all with the hope that a brand message will
Social Embassies
forms of marketing that are truly controlled by a social vehicle but that are not paid, earned, or owned
-This lack of control is why social media experts advise against building your brands on rented land
What is a major objective related to using social media marketing for promotional purposes?
to assist in moving the consumer through the purchase process
-Can influence attitudes and movement through the process with promotional messages targeted throughout the social media channels
(Social media can influence sales)
Purchase Process Steps
1. Increase Awareness
2. Influence Desire
3. Encourage Trial
4. Facilitate Purchase
5. Current Brand Loyalty
6. Recover from service failures
Purchase Process Step 1: Increase Awareness
brands can increase awareness with social media marketing by maintaining an active presence in the social spaces where target consumers "live" and by integrating social media into the marketing mix
Purchase Process Step 2: Influence Desire
social media promotions can be used much like advertising to persuade consumers to recognize a sense of desire
Purchase Process Step 3: Encourage Trial
social media can be used to support sampling and loyalty programs
Sampling
to offer a free trial of a product; these are usually mailed to the consumers' homes or distributed in stores or on the street
-Social media can be used to recruit interested prospects to qualify for samples
Purchase Process Step 4: Facilitate Purchase
social media serve as a distribution channel and venue for many sales promotion incentives, including deals and group offers
-Many customers "like" or follow brands in social networks in order to qualify for special deals
Purchase Process Step 5: Current Brand Loyalty
social media venues offer engaging activities for consumers that can ensure they spend more time with the brand, hopefully resulting in higher levels of brand loyalty
CRM (Customer Relationship Management) Practices
focus on what we do with a customer after the first sale; it's far more difficult (and expensive) to attract new customers than to keep old ones
What do CRM Practices rely on?
Rely on sophisticated databases that keep an ongoing record of what a person buys and other pertinent information so that he or she will receive customized follow-up messages and offers that are likely to meet unique needs
Social CRM
embraces software and processes that include the collective intelligence of a firm's customers to more finely tune the offer and build intimacy between an organization and its customers
Service Recovery
the actions an organization takes to correct mishaps and win back dissatisfied customers
What is vital to have when things do go wrong in companies?
a plan to initiate service recovery
LARA Framework
a helpful set of guidelines for service recovery
� Listen to customer conversations
� Analyze those conversations
� Relate this information to existing information within your enterprise
� Act on those customer conversations
How can social media play a big role in CRM?
the platforms they can use allow them to communicate quickly and efficiently to large groups of customers or to customize messages to individuals who require follow-up
-If necessary, they can send their own tweets to explain what happened and provide solu
Social Listening
the social media marketing activity that is used to listen to customers as they discuss their lives, needs, and wants
(may be used for social CRM, service recovery, competitive analysis, or even ideas for new product development) (Can also be useful for
Strategic Planning
the process of identifying objectives to accomplish, deciding how to accomplish those objectives with specific strategies and tactics, implementing the actions that make the plan come to life, and measuring how well the plan me the objectives
Marketing Plan
a written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand in question to accomplish specific marketing objectives
Integrated Marketing Communications (IMC) PLan
(marcom plans) provide in-depth detail on the execution of the (traditional) promotional portion of a brand's marketing plan
The Phases of Social Media Marketing Maturity
-trial phase
-transition phase
-strategic phase
Social Media Marketing Maturity: Trial Phase
-Organizations test out social media platforms, but don't really consider how social media can play a role in the overall marketing plan
-Most groups focus on learning to use a new form of communication and exploring the potential for social media as a ve
Problem with the Trial Phase of Social Media Marketing Maturity
many companies do not treat it as an exploratory stage of what is really a multi-stage process
Social Media Marketing Maturity: Transition Phase
As organizations mature in their use of social media marketing
-Social media activities still occur somewhat randomly or hap-hazardly but a more systematic way of thinking starts to develop within the organization (American Airlines)
Social Media Marketing Maturity: Strategic Phase
Utilizes a formal process to plan social media marketing activities with clear objectives and metrics
-Social media are now integrated as a key component of the organization's overall marketing plan
Steps in Social Media Marketing Planning
1. Conduct a situation analysis
2. State objectives
3. Gather target audience insight
4. Select social zones and vehicles
5. Create an experience strategy
6. Establish an activation plan
7. Execute and measure campaign
Social Media Marketing Planning Step 1: Conduct a situation analysis
-Research and assess the environment (Good social media planning starts with research on the industry and competitors, the product category, and the consumer market)
-Once this research is compiled, strategists try to make sense of the findings as they an
Situation Analysis
details the current problem or opportunity the organization faces
-Typically include a Social Media Audit
SWOT Analysis
will highlight relevant aspects of the firm's internal and external environment that could affect the organization's choices, capabilities, and resources
SWOT Analysis Internal Environment
Refers to the strengths and weaknesses of the organization
-The controllable elements inside a firm that influence how well the firm operates
SWOT Analysis External Environment
Consist of those elements outside the organization
-The organization's opportunities and threats that may affect its choices and capabilities (Such as the brand's competition)
Social Media Marketing Planning Step 2: State Objectives
The planner elaborates on what is expected of the social media campaign and what financial and human resources are available to meet those objectives
Objective
a specific statement about a planned social media activity in terms of what that activity intends to accomplish
Objectives and Budgeting
-Task (what is to be accomplished)
-Measurable quantity (how much)
-Time frame (by when)
Three Budgeting Methods
-Percentage of Ad Spend Method
-Competitive Parity Method
-Objective and Task Method
Percentage of Ad Spend Method
Assigns a set portion of the overall advertising budget for the organization to social media activities
-Some use a variation, where they allocate a percentage of online marketing funding to social media
Competitive Parity Method
Based on the belief that spending the same or more on social media marketing will result in a comparable change in share of attention for the brand
-Uses competitors' spending as a benchmark
-With advertising, increasing share of voice is accomplished by
Objective and Task Method
Considers the objectives set out for the campaign and determines the cost estimates for accomplishing each objective
-Method builds the budget from a logical base with what is to be accomplished as the starting point
Objectives and Metrics
-Ensures accountability
-Demonstrates financial contribution of marketing efforts
-Helps us to work smarter and more efficiently
SMART GOALS
-Specific (what, who, when, where)
-Measureable
-Action oriented (specify the desired change)
-Realistic (be realistic and consistent)
-Time-lined (include a time line)
Social Media Marketing Planning Step 3: Gather Target Audience Insight
Must target the desired audience in a meaningful and relevant manner
-Requires a social media profile of the target audience
Social Media Profile
The target audience's social profile will include the market's social activities and styles, such as their level of social media participation, the channels they utilize and the communities which they are active, and their behavior in social communities.
Social Media Marketing Planning Step 4: Select Social Zones and Vehicles
Select the best social media mix to reach target market
Social Media Mix
describes the combination of vehicles the strategy will include to attain the organization's objectives
-The zones of social media make up the channel and vehicle choices available for a social media mix
The Social Media Mix and Social Media Zones
The social media mix options lie among the four zones: relationship development in social communities, social publishing, social entertainment, social commerce
-Within each zone are many specific vehicles that may be best suited to reach a certain audienc
Social Media Marketing Planning Step 5: Create an Experience Strategy
-create a message strategy
-After the planner goes through the process of discovery (the research stage of the plan) and briefing, they will enter the stage of ideation or concepting.
Message Strategy
the creative approach we will use throughout the campaign
-This should flow from the brand's positioning statement
-The message strategy should be appropriate to meet the campaign's objectives. It is developed by a creative brief
Positioning Statement
a single written statement that encapsulates the position the brand wishes to hold in the minds of its target audience
Creative Brief (known as an Experience Brief in social media marketing)
a document that helps creatives channel their energy toward a sound solution for the brand in question
Social Media Policy
an organizational document that explains the rules and procedures for social media activity
The Word of Mouth Marketing Association (WOMMA)
guides how the organization, its employees, and agents should share opinions, beliefs, and information with social communities.
The Word of Mouth Marketing Association (WOMMA): What Organizations must decide on
-Standards of Conduct: the basic expectations for employee behavior in social communities
-Disclosure Requirements: ensures that readers can still find posts credible and trustworthy
-Standards for Posting Corporate Information
Five Types of Organizational Structures
-Centralized
-Organic
-Hub and Spoke (coordinated)
-Dandelion
-Holistic
Centralized Structure
The social media department functions at a senior level that reports to the CMO or CEO and is responsible for all the social media activation
Potential Problem of the Centralized Structure
Potential problem: all social media activity may not be adequately represented
Organic Structure
No one person owns social media --> instead all employees represent the brand and work social media into their roles
-Implemented through training and used across the organization
Danger of the Organic Structure
content can end up off message
-Company cannot control what employees say
-Therefore, the company must have a well-developed social media policy in place to guide employee behavior in social communities
Hub and Spoke Model (Coordinated Model)
A team of people who are cross-functionally trained are ready to address various social media needs
What is the most popular organizational structure for social media management?
Hub and Spoke Model
Dandelion Model
Essentially a multi-layered hub and spoke model
-Appropriate for companies with strategic business units (SBUs) that still represent a core brand
Holistic Model
Refers to a structure within which all employees are empowered to use social media, use social media, and do so according to the company's strategy
What is the least used organizational structure?
Holistic Model
Market Segmentation
Process of dividing a large market into smaller pieces, or customer groups with similar needs and/or desires
One-to-One" Marketing (Mass Customization)
individual marketing
Geographic Segmentation
refers to segmenting markets by region, country, market size, market density, or climate
-Increasingly relevant to social media marketers because social media increasingly incorporate GPS technology
Demographic Segmentation
refers to segmenting markets by age, gender, income, ethnic background, educational attainment, family life cycle, and occupation.
Psychographic Segmentation
refers to segmenting markets by personality, motives, lifestyles, and attitudes and opinions
-Variables may be used alone or combined with other segmentation bases like Demographics
-Provide the richest picture of a consumer segment in that the descriptio
Benefit Segmentation
refers to segmenting markets according to the benefits they seek from the products available in the market
-Brands that inspire passionate loyalty in their customers
-Brands can use social media engagement with customers to build the relationship - conver
Behavioral Segmentation
refers to segmenting markets based on how consumers act with regard to a brand or a product category
-Social media leaves residues of our interactions with brands and about brands
-Behavior can be utilized for targeting of people more likely to want the o
Digital Identity
the way we represent ourselves via text, images, sounds, and video to others who access the Web
-Our online activities and the information we post document our Digital Identity
Digital Primacy
the change in culture of digital natives who turn first to digital channels for communication, information, and entertainment
Social Footprint
the mark a person makes when they occupy digital space
-As we visit websites and web communities, we leave a digital trail behind
-This social footprint may be subtle or obvious depending upon the quantity and frequency of visits and the activities in whi
Handle Squatting
the use of a digital brand name by someone who really doesn't have a claim to the brand name
Lifestream
a diary you keep through your social media activities
Most Common Impulses (Reasons) for Why We Log In
-Affinity Impulse
-Personal Utility Impulse
-Contact Comfort & Immediacy Impulse
-Altruistic Impulse
-Curiosity Impulse
-Validation Impulse
Affinity Impulse
Social networks enable participants to express an affinity, to acknowledge a liking and/or relationship with individuals and reference groups
-When people contribute to social communities, they do so to form friendships and feel a sense of belonging
Personal Utility Impulse
What's in it for me?" --> for ones own self
-One of the most important motives for brands to acknowledge
-Major motive for social media activity
Contact Comfort & Immediacy Impulse
people have a natural drive to feel a sense of psychological closeness to others
Contact Comfort
the sense of relief we feel from knowing others in our network are accessible
Immediacy
Immediacy also lends a sense of relief in that the contact is without delay
Altruistic Impulse
Some participate in social media as a way to do something good
-Altruistic Impulse aided by the immediacy of social media --> value has been played out in the immediate altruistic responses (IAR) of social media to aid calls during crises
-Altruistic Impu
Curiosity Impulse
People may feel a curiosity about others and want to feed this interest (Prurient Impulse)
-Online, we can satisfy our curiosity by "following" people on Twitter and visiting their profiles
Validation Impulse
Social media focus intently on the individual (you can share as much or as little of your opinions and activities as you like, and comment on those of others)
-Focus on the self --> feeding one's own ego (ego-defensive function)
-Function is relevant as p
Privacy Salience
the extent to which worries about sharing too much information impact our online behavior
Privacy Paradox
Describes people's willingness to disclose personal information in social media channels despite expressing high levels of concern for privacy protection
Social privacy
the concerns about disclosing personal information to others
Social Technographics
System classifies people into the types based upon their social activities within the past month
-The types are not exclusive - some people fit into more than one category based on their activities
-The ladder is indicative of the level of involvement in
Social Technographics Ladder
-Creators
-Conversationalists
-Critics
-Collectors
-Joiners
-Spectators
-Inactives
Creators
create content, share online
-Add value to the social Web and their social communities as they contribute content to be shared with others
-User-Generated Content (UGC) is one of the defining cornerstones of the social Web (May refer to a broad range of c
Conversationalists
use to chat
-Recognized that people were talking through social media and doing so frequently
-Maintain discussions with their friends; are the youngest of the segments, more likely to be females
Critics
Are reactors to content by creators, they interact socially primarily by posting comments, ratings, or reviews, and editing wikis
-Their contributions are highly valued in their social communities
-Critics are more than consumers of content; they embellis
What are among the most utilized sources of information in the social Web?
reviews and ratings by critics
Collectors
Use RSS feeds to receive regular updates on the information they want; bookmark and share online content; add tags to content; and "vote" for content
-Tend to be efficient and organized users of social content
-Their social activities ensured that they we
Joiners
Maintain a profile on one or more social networking sites and visit those sites on a regular basis
Spectators
followers (read/listen) and consume content
Inactives
not actively online, aren't social participants; by-product of generation
Pew Internet Technology Types
Digital lifestyle groups are based on two characteristics:
1. Whether they hold a positive or negative view of Digital Mobility
2. Their relationships with Assets (gadgets and services), Actions (activities), and Attitudes (how technology fits in their li
What are the types of Social Media Segments?
-social technographics
-pew internet technology types
-microblog user types
Microblog User Types
-polarized crowds: people who are passionately discussing an issue
-tight crowds: highly interconnected pepople
-brand clusters: talking about brans but the not talking with each other
-community clusters: feature news relevant to specific groups
-broadca
What are the two most critical microblog user types for marketers?
-brand clusters
-support networks
Online Communities
a group 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. (Google+, WhatsApp, LinkedIn)
What can Online Communities be referred to as?
cyberplace: where people connect online with kindred spirits, engage in supportive and sociable relationships with them, and imbue their activity online with meaning, belonging, and identity
Social Network
a set of relevant nodes connected by one or more relations
Nodes (network units)
members of the network
Social Object Theory
suggests that social networks will be more powerful communities if there is a way to activate relationships among people and objects
Object
something of common interest and its primary function is to mediate the interactions between people
-All relationships have social objects embedded in the relationship
(On Dogster: dogs are the social objects)
Object Sociality
the extent to which users can share an object in social media
The Characteristics of Online Communities
-conversations
-presence
-democracy
-standards of behavior
-level of participation
Conversations in Online Communities
such conversations are not based on talking or writing but on a hybrid of the two
-The immediate nature of the written word is perceived more like a spoken conversation even without the soundtrack
Presence in Online Communities
the effect that people experience when they interact with a computer-mediated or computer generated environment
-Social media sites enhance a sense of presence when they enable interactions among visitors or make the environment look and feel real
Democracy
a descriptive term that refers to rule by the people
-The community appoints or elects leaders based on their demonstrated ability to add value to the group
Media Democratization
the members of social communities, not traditional media publishers such as magazines or newspaper companies, control the creation, delivery, and popularity of content
Standards of Behavior in Online Communities
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
-In the online world people also need to observe norms and they may arouse others' anger when
Flaming
when a post contains all capital letter to express anger; they help ensure a more pleasant online experience
What are the two issues that are important in the context of standards of behavior?
-open access sites
-the social contract
Open Access Sites
enable anyone to participate without registration or identification; can be valuable for participation on sensitive topics as well as for ease of use
The Social Contract
the agreement that exists between the host or governing body and the members. You engage in a social contract when you indicate agreement to a "terms of use" clause for a site.
Level of Participation in Online Communities
for an online community to thrive, a significant portion of its members must participate; otherwise the site will fail to offer fresh material and ultimately traffic will slow
-The easier it is to participate, the more likely it is that the community can
Why can participation be a challenge?
because of lurkers
Lurkers
people who review site content but don't actually contribute.
Two-Step Flow Model of Influence
proposed that a small group of influencers are responsible for dissemination of information because they can modify the opinions of a large number of other people
Malcolm Gladwell
proposed that there are three types of people that help to spread viral messages (called the law of the few)
The Law of the Few: Types of people
-mavens
-connectors
-salesmen
Mavens
are people who are knowledgeable about many things
Connectors
are people who know many people and communicate with them
Salesmen
are people who influence others with their natural persuasive power
Group Influence
Although consumers get information from personal sources, they do not usually ask just anyone for advice about purchases
Opinion Leaders
people that others view as knowledgeable sources of information; they have a strong communication network that gives them the ability to affect purchase decisions for a number of other consumers, directly and indirectly
Five Characteristics help to describe opinion leaders
activists, connected, impact, active minds, and trendsetters
Six Sources of Power
several sources of power individuals can accrue in organizations, Influencers exist in all social communities. It is a natural pattern for some members to be more active and to acquire positions of authority within a community. The source of the influence
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.
Strong and Weak Ties
emotional support is one form of Social Capital
Core Ties
those people with whom we have very close relationships
-Might be in a position to provide solutions to some problems we face
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 (Facebook friends)
Latent Ties
pre-existing connections that we've discarded
-many of the connections we make on SNSs are not active ties at all, rather they are latent ties
Maintained Social Capital
refers to the value we get from maintaining relationships with latent ties
Why are SNS valuable connectors for latent ties?
they represent a low involvement, low-effort channel to maintain these bonds
Small-World Network
illustrates that most nodes in a social graph are not directly linked to one another but instead indirectly connected via neighboring nodes
Six Degrees of Separation
an observation that everyone is connected to everyone else by no more than six ties
-Principle draws from small-world networks
Social Graph
another name for a social network
Flows
exchanges of resources, information, or influence among members of the network
Media Multiplexity
in social media, flows of communication go in many direction at any point in time and often on multiple platforms
Meme
a snippet of cultural information that spreads person to person until eventually it enters the general consciousness.
Bonding Social Capital
emotional support
Bridging Social Capital
the value we get from others who provide access to places, people, or ideas we might not be able to get on our own
Roger's Diffusion of Innovations Theory
presents characteristics of innovative products that explain the rate at which people are likely to adopt these new options
Characteristics of Roger's Diffusion of Innovations Theory
1. The Relative Advantage of the innovation (does it provide a greater benefit than the existing alternatives?)
2. The ability to Observe and Try the innovation
3. The innovation's Compatibility (how easily it can be assimilated into the person's life)
4.
Characteristics of Social Networking Sites
social networks are the foundation of social media because every form of social media is based on participation from a community of members
Social networking sites typically vary in terms of three important dimensions:
-Audience and Degree of Specialization
-The Social Objects that Mediate the Relationships Among Members
-Degree of Decentralization or Openness
Audience and Degree of Specialization
-Social networking sites can be internal or external, general or specialized
-Social networks are about networking
-the nature of those relationships also affects the characterization of the social network
-doesn't necessarily mean that it has a broad tar
Networking
participating in the kinds of activities that enable members to build and maintain their relationships with other people
External Social Network
is open to people who are not affiliated with the site's sponsor.
Internal Social Network
provides a method of communication and collaboration that is more dynamic and interactive.
-This is a lot like the intranet that many companies provide their employees
The Social Objects that Mediate the Relationships Among Members
narrow, deep focus of social networking sites that differentiate themselves because they emphasize some common hobby, interest, or characteristics that draws members to the site.
Decentralization/Centralization
-As social media sites continue to proliferate around the Web, they experience "growing pains" because we are still trying to figure out how to manage all of this new activity
-One of the big issues social media need to confront is how to let people easil
Identity Portability
widely discussed solution that a single profile would provide access across social networking sites with a single login and shared information (goal of OpenID)
OpenID
an authentication protocol that works across participating sites
-Same login username for Facebook, Instagram, and Twitter
-Unfortunately, OpenID works only on OpenID-enabled sites, limiting the portability for users
-Sites can also choose to enable authe
Brand Engagement
As brands embrace social media marketing, they acknowledge that a strong relationship exists between brand and customer when the customer has a high level of Brand Engagement
Earned Reach
the breadth and quality of contact with users
Earned Media and Brand Engagement
The Earned Reach gained when people share positive brand opinions and branded content with others is invaluable because of the influence attributed to individual, personalized brand endorsements.
-Influence posts occur when an opinion leader publishes bra
Native Advertising
a type of paid advertising that is based on a form unique to the vehicle within which it is placed
Display Ads
include text, graphics, videos, and sound that are presented on a website
Rich Media
television commcercial
Landing Page
the first page that a person sees when they click through an ad to reach a brand's target site
Social ads
online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page.
What are the three variations on Social Ads?
-social engagement ads
-social context ads
-organic social ads
Social Engagement Ads
contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g., clickable "Like" button).
Social Context Ads
includes ad creative, an engagement device, and personalized referral content from people in the viewer's network.
Organic Social Ads
shared on a person's activity stream following a brand interaction (such as liking the brand).
Content
the unit of value in a social community
Editorial Message
is objective and unbiased; the source expresses an opinion or provides information and does not intend to carry out the agenda of an organization
-Editorial page of a newspaper
Commercial Message
ads, makes it clear that the intent is to persuade the reader or viewer to change an attitude or behavior; the source has paid a fee to place the message in a medium
Consumer-Generated Content
due to social media value chain, people can share this content with those beyond their immediate area
Organic Content
content that a person feels intrinsically motivated to prepare and share
Incentivized Content
is encouraged by the offer of an incentive, such as the chance to win a contest, receive free merchandise, or even earn cold hard cash
-The contribution is a response to a call to action
Call to Action
a direct request in a marketing message for a specific behavior
Consumer-Solicited Content (CSC)
refers to invited but non-compensated citizen advertising, which is another way to describe marketing messages that actual consumers create
-Can be incentivized by the sponsoring brand
-Functions just as non-incentivized citizen-advertising campaigns exce
Sponsored Content
refers to paid consumer content
-Consumers are paid for their content creations, and brands may actively seek out certain people like bloggers, videographers, and artists to participate in the campaign
Spokesbloggers
Bloggers who post sponsored conversations as their sole reason to contribute to a conversation
Counterfeit Content
occur when an organization plants content that masquerades as original material an actual consumer posted
Content Value Ladder
characterizes content in terms of its originality and substance
-filler content
-basic/original content
-authority-building content
-pillar content
-flagship content
Filler Content
information that people copy from other sources
-Can also come from other content providers (blogs and posts on media-sharing sites) and syndicated sources
Basic/Original Content
contributions that originate with the poster
-Content is original, but not "weighty" enough to establish the creator as an authority in the topic area or serve as a reference piece for the audience
Authority-Building Content
if original content positions the sponsoring entity as an authority on the subject in question
Pillar Content
if a source creates a solid foundation of original content
-Typically made up of educational content that readers use over time, save, and share with others
-The content's impact grows exponentially over time as other people share it through reposting, ci
Flagship Content
refers to seminal pieces of work that help to define a phenomenon or shape the way people think about something for a long time