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.