social media
defining characteristics of social media
- the web is the platform -crowdsourcing: harnessing the collective power and knowledge of the crowd -user defined content -network effects(one user of a good or service can effect the other user ex how many stars) -scalability -perpetual beta(keeping software at beta for a long time and adding more that's not sufficiently tested -reputation economy
social media categorization> social commerce
-CRM/ service -retailing/ sales -Human resources refers to the use of social media to assist in the online buying and selling of products and services. leverages social shopping behaviors when online shoppers interact and collaborate during the shopping experience ZONE: FB, living social, Groupon, snipi, videogenie, tripadvisor, payvment *the shopping zone -social ecommerce -a reduced risk digital shopping experience social commerce is a part of e commerce that leverages social media to aid in the exchange process between the buyers and the sellers
social media categorization> social entertainment
-Games -Music -Art encompasses channels and vehicles that offer opportunities for play and enjoyment ZONE: come2play, second life, myspace, Zynga, ugame *the ENJOYMENT ZONE focus on play and enjoyment main: social apps and games, entertainment networks augmented reality games in game advertising: promotion within a game that another company develops and sells display ads: ads integrated in a games environment as billboards, movie posters, and storefronts, or smiley as ad space within the game screen. static ads( hard coded into the game and ensure that all players view the ad) and dynamic ads(variable, they changed based on specified criteria. valuable because of the high degree of control and real time measurement it offers) . preroll is before the game begins and interlevel is between stages of the game and post roll is at the games conclusion. interlevel is the most common placement product placement: placement of a branded item in a game. screen placements, script placements, transactional advertising brand integration brand is relevant part of the story alternate reality game (ARG) is a cross media genre of interactive fiction using multiple delivery and communications media including television, radio, newspapers, internet, email, SMS telephone, voicemail and postal service. they are also known as trans media social games because they involve two or more different media
social media categorization> social publishing
-editorial -commercial -user generated sites which aid in the dissemination of content to an audience ZONE: blogs, blogger, BlogSpot, Technorati.media: youtube, flikr, picasa, smugmug, slideshare, scribd *the PUBLICATION ZONE Focus on publishing content main vehicles: blogs, microblogs, media sharing sites -multilayered content. it offers several applications based on a meme or a piece of factual information. -incentivizing WOM -content in digital communities and authentic content 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 Commercial message: such as an advertisement makes it clear to the intent is to persuade the reader or viewer to change an attitude or behavior organic content- content a person feels intrinsically motivated to prepare and share incentivized content- content that is encouraged by the offer of an incentive
social media categorization> social community
-sharing -socializing -conversing channels of social media focusing on relationships and the common activities people participate in with others who share the same interest or identification. feature a two way and multi way communication conversation collaboration and the sharing of experiences and resources ZONE: twitter, FB, Linkdin, Goog plus *THE RELATIONSHIP ZONE focus on acquitting and maintaining relationships main activities are conversations and collaboration -empowering brands, forming and engaging communities, earned media and brand engagement, user generated content campaigns, paid media in social communities/ display ads, social context ads
commercial message
an advertisement makes it clear that the intent is to persuade the reader or viewer to change an attitude or behavior
social media definition
any tool or service that uses the internet to FACILITATE CONVERSATIONS/ interactivity among users -the online means of COMMUNICATION, COLLABORATION and among interconnected people, communities and organizations -social media is not a selling platform
tradigital marketing
banners, microsites, emails, search -mass and targeted online media -push orientation -outbound messaging with interactivity enabled -attention gained via interruption -personalization and relevance interruption disruption model
traditional marketing
broadcast, print, radio, outdoor -mass media -push orientation -outbound messaging -attention gained via orientation interruption disruption model
organic content
content a person feels intrinsically motivated to prepare and share
incentivized contet
content that is encouraged by the offer of an incentive
traditional
costly, one way non reciprocal, short term results, hard to measure, permanent/ tangible
social media
inexpensive, interactive/ engaging, time consuming, measurable, disseminates rapidly
social media marketing (digital)
networks, communities, blogs, microblogs -niche online media -attraction orientation (pull) -content attracts inbound traffic -attention gained via interactivity -dialogue -participation -sharing
editorial message
objective and unbiased. the source expesses an opinion or provides information and does not intend to carry out the agenda of an organization
outbound and inbound marketing
outbound: example, announcement (traditional and tradigital) inbound: example, pulling people in (digital marketing)
5 p model
product place price promotion participation
social commerce, ratings and reviews
ratings: are scores that people, acting in the role of critics, assign to something as an indicator reviews: are assessments with detailed comments about the object in question the publication of consumer opinions is a powerful and influential form of user generated content. online word of mouth is the most powerful and influential user generated content. not all ratings and reviews are user generated. some sites provide ratings and reviews from experts. the estimated usage of ratings and reviews during the online buying process ranges from 42-70% (used more than any other source)
social media categorization
social community social publishing social commerce social entertainment
why do games work for marketers
unobtrusiveness: gamers are open to advertising content in games. branding within a games story is an unobtrusive way to share a brands core message Self brand connection: brands benefit when they associate with a successful game, players identify with the brands their characters use increasing brand involvement. measurable: marketers can measure a games promotional value. trans reference effect: when players love a game, some of these positive feelings rub off on the brands they encounter within it meaning transfer model: states that consumers associate meaning with the endorser and then transfer the meaning to the brand in question QR code: a two dimensional bar code that can be read using a webcam or a mobile device. Acronym for quick response. unlocks online content that might include information, games, videos or experiences.
