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the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization's stakeholders • The ability for consumers to interact and engage with brands is greatly enhanced • Social media channels give consumers unparalleled access à consumers discuss, contribute, collaborate, and share - with brands and with each other The culture of marketing has shifted to an informal one focused on the belief that customers are in control The purpose of a business is to create customers who create other customers

Product, Price, Promotion, and Place (or distribution) As social media marketing techniques continue to sprout around us, we need to add a fifth P: Participation Social Media Marketing: •

These students were born into an era in which digital technology has always existed and have grown up "wired" in a highly networked, always-on world The Internet is the backbone of our society

that participation in the process is the new fifth P of marketing Digital Native: A typical student that cannot recall a time when the Internet was just a static, one-way platform that transmitted text and a few sketchy images. 96% of people use their smartphones within an hour of waking up, often before they get out of be The term originated in a 2001 article by Mark Prensky titles "Digital Natives, Digital Immigrants," trying to explain the new type of student who was starting to enter educational institutions •

-have uniquely identifiable profiles that consist of user-supplied content, content provided by others, and /or system provided data - can publicly articulate connections that can be viewed and traversed by others

they make up the foundation of any social community Ø They are low content creators, however, their ongoing engagement is critical to the health of social communities Ø Motivated by the affinity impulse, connection seekers want to socialize and build relationships Ø For brands, the social media marketing activities associated with the zone of social community will be most effective for nurturing connection seekers Chapter 3 - Network Structure an Group Influences in Social Media: Social media is about community: the collective participation of members who together create value -an online community is a group of people that come together for a specific purpose, who are guided by community policies, and who are supported by an online vehicle or host that enables virtual communication among members. -all social media is networked, infact all social communities are networks of social networks - Social network sites, defined as "networked communication platforms in which participants

Social Software: • Computer programs that allow people to interact, create, and share content online • What users are able to create or do online is due to a host of social software applications • For virtually everything you do online, there is a social software program that can help you • Example: if you are interested in planning an event, you can use an event planner and invitation service like eVite.com • There are over 1.2 billion apps available through digital stores, which is why you've heard the phrase "There's an app for that!" ________________________________________ • These applications are also known as widgets o Encompasses application service sites that are called social services • Exists to facilitate all social media channels à there are applications for social community activities, publishing, entertainment, and commerce These applications largely enable mobile connectivity to our social spaces and activities • Operated behind the scenes in ways that affect your social media experience by using complex mathematical formulas called algorithms to personalize the content you see in your news feed, recommend friend connections, and more • Examples: browsing nearby restaurants on your phone, viewing movie recommendations on Netflix, or checking YouTube for how-to videos all most likely use algorithms 3. Devices: equipment that personalizes what you see in yours newsfeed à we use this equipment to access the Internet and the range of activities in which we participate online o We utilize hardware devices like the tablet PCs, smartphones, smart watches, Internet-connected game consoles, traditional laptops and desktops, and even televisions for social media access o Globally 85.5% of social media users participate using a mobile device o Wearables: smart devices that can be carried or worn on one's body - they measure and capture data which can be stored, shared and further processed • Example: Fit Bit measures activity levels and share the information with online communities • Example: Snapchat Spectators are camera-equipped sunglasses that enable users to take video and upload it to Snapchat with the touch of a button o Even devices that aren't "smart" on their own can become so by using an Internet of Things gateway (IoT) • A paradigm in which all the objects around us could be connected anytime and anywhere à gateways are devices that can facilitate connection for objects without network capabilities o Smart devices are a first step in the evolution toward connecting machines as users, alongside people in social media 5. People: social media work only when people participate, create, and share content à Journalists, editors, and publishers still matter in social media, but so do every day individuals o Bloggers represent a form of "netizens" in that they may create and share content professionally or personally o As a techno-social system, other participants include businesses and brands, government organizations, community groups, media companies, content producers, etc.... NOT just people Personal vs. Mass Media: o Media- the means of communication o Mass Media- means of communication that can reach a large number of individuals • Examples: broadcast, print, and digital channels o Personal Media- channels capable of two-way communication on a small scale • Examples: email, surface email, telephone, and face-to-face conversations o Social media cross the boundaries of mass and personal media, so they enable individuals to communicate with one or a few people as well as to thousands or even millions of others • Communication travels using a medium (channel) such as word of mouth, television, radio, newspaper, magazine, signage, Internet, direct mail, or telephone 4 Zones of Social Media: o Zone 1 - Social Community: describe channels of social media that focus upon relationships and the common activities people participate in with others who share the same interest or identification • Feature two-way and mutli-way communication, conversation, collaboration, and the sharing of experiences and resources • The interaction and collaboration for relationship building and maintenance are the primary reason people engage in these activities • The channels in this zone include: social network sites, message boards/forums, and wikis which all emphasize individual contributions in the context of a community, communication, conversation, and collaboration o Social Network Sites (SNS)

a medium is the general method of communication • Examples of marketing mediums: the radio, TV, magazines, or social media websites o The social platforms that are used in order for an individual to stay connected online (Facebook, Twitter, LinkedIn, etc.) 2.

-EX: alumni association -interactions: behavior-based ties such as talking with each other, attending an event together, or working together. -These create flows: among connected nodes which are exchanges of resources, info, or influence among members of the network -media multiplexity: flows of communication go in many directions at any point in time and often on multiple platforms -invlove an entire community, a list or group within a network, or several individuals independently - flows of communication also occur outside of the community platform. While the online community exists within a web space , the flows of communication may extend to other domains such as email,text messages, virtual worlds, and even face to face meetups where members of an online network arrange to meet in a physical location. - flows are especially important because they are actionabkle components of any social network system in terms of the sharing of information, delivery of prmotional materials, sources of social infulence . - word of mouth communciation: flows from node to node. SMART Objectives How can we be sure our objectives are clear enough that we can adequately measure them? The key is to state them so they have SMART characteristics • Specfic • Measurable • Appropriate • Realisitic • Time-oriented To understand how objectives can be SMART or not, consider the following two examples "We will tell everyone we can about our new facebook page and see if they like it so much theyll buy more of our product." "We will promote our new facebook page in print advertisements we will place in the june issues of rolling stone, sports illustrated, and maxim. On july 15 we will count the number of facebook users who like our brand and compare sales to the same period last year". The second objective is SMART

and can consume, produce, and/or interact with streams of user-generated content provided by their connections on the site, serve as the most prevalent form of host in social media -Network effect: explains that the relative value a community offers its members is tied to its membership. -Social network theory: explains how networks work -Social network: a set of socially relevant nodes connected by one or more relations. -Nodes: members of the network ,m

• The classic view is that organizations accomplish these goals through a marketing mix that includes the Four P's

Marketing: the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

• Social media is all about: • The culture of participation • A belief in democracy: the ability to freely interact with other people, companies, and organizations • Open access to venues that allow users to share content from simple comments to reviews, ratings, photos, stories, and more • The power to build on the content of others from your own unique point of view • Social media enables active participation in the form of communicating, creating, joining, collaborating, working, sharing, socializing, playing, buying/selling, and learning within interactive and interdependent networks The Infrastructure of Social Media: • As a student of social media marketing, recognizing the parameters of the field and how the pieces of the puzzle fit together will benefit you as you develop skills at devising social media strategies and tactics • The Social Media Value Chain • organizes the complex social media environment into its core components by illustrating the core activities of social media participants/users and the components that make these activities possible • As a social media user, you are empowered to participate in any way you'd like (you could just be lurking on a site or even scripting, filming, and uploading your own video stories) • Those activities are made possible by the underlying infrastructure of social media's techno-social system • In digital environments, the pieces that make up the social Web are crucial 5 Components of the Social Media Value Chain: 1. the Web, 2. the Social Channels, 3. Social Software, 4. Devices, and 5. People 1. The Web: a foundation for Social Media (Social Media is not made possible without the Web) à the Internet is a network of connected data servers Web 2.0: connects networks of people and information (the stage our society is in right now) Developments in online technology that enable interactive capabilities in an environment characterized by user control, freedom, and dialogue o Web 2.0 offers: § A cost-effective solution that provides access to rich data § The collective wisdom of its users § Access to micro-markets § Software that operates on multiple platforms (mobile phones, PDA, computers) and beyond (cloud computing) § User interfaces that are easy, accessible, and interactive Web 2.0 continued From these advances blossomed the social web and an era of communication: networks of networked communities have members who participate as consumers, creators, and co-creators à Each additional user adds value for all users, which is called the Network Effect (more people = more value) • § Example: Amazon's ability to recommend books to you based upon what other people with similar interests bought in the past gets better as it tracks more and more people who enter search queries and make purchases • § Example: When you're visiting a new city and want to find a great restaurant on Yelp, you feel ore comfortable with a place that 1,000 users recommend rather than one that only 10 users rate • § Example: You get more value on Facebook as more of your friends also use the network • § Enables organizations to leverage the value of crowdsourcing, a process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks (organizations use this to benefit from the collective wisdom of crowds) • § The Network Effect ensures that there is sufficient participation for the crowd sourced solution to be a good one 2. The Social Channels/Vehicle: a specific tool for delivering content to a target audience for a specific purpose o Contained within marketing mediums

each of us communicates with a huge number of people by the click on a keypad • Social Media: the online means of communication, conveyance, collaboration, and cultivation among interconnected and independent networks of people, communities, and organizations enhanced by technological capabilities and mobility. o Exists within a complex and rapidly advancing environment Living a Social Media Life: everyday the influence of social media expands as more people join online communities • A social utility is a type of social media application people use to connect to one another/the way in which a platform benefits society o Facebook: offers synchronous interactions (which occur in real time), and asynchronous interactions (which don't require all participants to respond immediately) o If Facebook were a country, it would be the most populated in the world • People aren't just joining social communities, they're contributing too o YouTube: has over 1 billion users and these users upload more than 300 hours of video every single day (equivalent to 1,500,000 full-length movies uploaded weekly) o YouTube users watch more than 3 billion hours of video each month Fun Facts about Social Media's most Popular Sites: • Pinterest: a social site that is all about discovery o Have the largest opportunities (can discover recipes, fashion, décor, child planning, wedding planning, etc.) o Users are 68% female and 32% male o Has over 1 million active users • Twitter: a micro blogging social site that originally limited each post to 140 characters, but is now limiting it to 280 o Its largest penetration is in the US, but is spreading slowly and steadily o 7,500 tweets happen every second o There are 313 million active users • Facebook: a social sharing site that has over 1.8 billion users worldwide o Has the largest opportunities to communicate with consumers in a non-obtrusive way o Users share 4.75 billion pieces of content each day • Instagram: a social sharing site all around pictures and now go second videos o Many brands participate on Instagram using #hashtags and posting pictures that consumers can relate to o The most followed brand on Instagram is Nike o There are 150 million active users • Snapchat: a social sharing app built around pictures, videos, and filters o Users share 9,000 images per second o Brands are participating by sharing behind the scenes content and production o There are 158 million daily active users o There are over 301 million active users • LinkedIn: a business-oriented social networking site o Brands that are participating are corporate brands giving potential and current associates a place to network and connect o 79% of users are 35 or older o There are 106 million active users Social Behavior and the Philosophy of Participation: • We can think of social media as the way digital natives live a social life •