Social Media Marketing CH.1 - MARK 3370

Social Publishing

Blogging, sharing randed content, advertising/PR, re-sharing. Editorial Commercial User-Generated

Social Community

Building brand/consumer relationships, promoting a presence, marketing research. Sharing Socializing Conversing

Social Commerce

Buying and selling, servicing, managing, converting to trnsactions. CRM/Service Retailing/Sales Human Resources

Personal Media

Channels capable of two-way communication on a small scale. e.g., email, surface mail, telephone, face-to-face conversations.

Horizontal Revolution

Characterized partly by social media. Horizontal revolution means that information flows ACROSS people, not just from companies or the government.

Social Entertainment

Enabling Play, branded entertainment. Games Music Art

The LARA Framework

Listen to customer conversations. Analyze conversations. Relate information within enterprise systems. Act on customer conversation.

1. Promotion and Branding. 2. CRM and service recovery. 3. Marketing Research. 4. Retailing and Ecommerce

Marketing objectives and social media:

Tradigital Margeting evolution

Mass and targeted online media Push orientation outbound messaging with interactivity enabled attention gained via interruption personalization and relevance

Traditional Marketing evolution

Mass media Push Orientation outbound messaging attention gained via orientation

Social Media Maketing evolution

Niche online media. Attraction orientation (pull). Content attracts inbound traffic. Attention gained via interactivity. Dialogue. Participation. Sharing.

the four zones of social media are:

Social community social publishing social commerce social entertainment

Infrastructure Channels/Hosts Supporting Software and Services Devices

The Social Media Value Chain:

1. Web as platform 2. User participation and user-generated content 3. Crowdsourcing 4. Network effects 5. Scalability 6. Perpetual beta 7. Reputation economy

The defining characteristics of social media are:

Paid, Owned, earned

Types of Media:

Infrastructure Channels/Hosts Supporting software and services Devices

What is the Social Media Value Chain?

4

___ billion pieces of content shared daily on Facebook

94

______% of companies use LinkedIn as primary recruiting tool

Medium

also referred to as a channel, such as word-of-mouth, television, radio, newspaper, magazine, signage, internet, direct mail, or telephone.

Digital Native

being born in an era which digital technology has always existed

Mass Media

means of communication that can reach a large number of individuals. e.g., broadcast, print, and digital channels.

Social Media

the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks or people, communities, and organizations enhanced by technological capabilities and mobility.

Web 2.0

the second stage of development of the World Wide Web, characterized especially by the change from static web pages to dynamic or user-generated content and the growth of social media.

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.