Social Media Marketing Exam 1 | Social Media Marketing

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