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THE HORIZONTAL REVOLUTION

Social Media Marketing, 2e©

Learning Objectives

What are social media? How are social media similar to traditional media?

What are the major zones associated with social media?

What is Web 2.0? What are its defining characteristics? How does Web 2.0 add value to Web 1.0?

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Social Media Marketing, 2e©

Learning Objectives (2)

How does the Social Media Value Chain explain the relationships among the internet, social media channels, social software, and the devices we use for access and participation?

What is social media marketing? What role does participation play in social media marketing?

What marketing objectives can organizations meet when they incorporate social media in their marketing mix?

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Social Media Marketing, 2e©

What are Social Media?

Social media are 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.

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Social Media Marketing, 2e©

Mind-Boggling Social Media Stats Time to reach 50 million users

Radio = 38 years TV = 13 years Internet =4 years Facebook = 100 million users in under 9 months

Social media is the #1 online activity worldwide 94% of companies use LinkedIn as their primary

recruiting tool 1 out of 6 couples married last year met on a

social media site 4 billion pieces of content are shared daily on

Facebook Eric Qualmann, Socialnomics

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Social Media Marketing, 2e© 6

Figure 1.1 Fun Facts of Social Sites

Social Media Marketing, 2e©

It’s About Participation

How do people participate? Post a status update Create a blog Use a group deal Share a micro-post with your network Make a video and share it Play social games …

How do YOU participate? ‘ Participation’ video

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Social Media Marketing, 2e©

Figure 1.2: Zones of Social Media

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Social Media Marketing, 2e© 9

Figure 1.3 Example Vehicles within each Zone

Social Media Marketing, 2e©

Web 2.0: The Defining Characteristics of Social

Media Web as platform User participation and user-generated

content Crowdsourcing Network effects Scalability Perpetual beta Reputation economy

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Social Media Marketing, 2e©

From Web 1.0 to Web 2.0

Web 1.0 DoubleClick Ofoto Britannica Personal websites Domain names Content

management Directories

(taxonomy) Sticky sites

Web 2.0 Google AdSense Flickr Wikipedia Blogs SEO Wikis Tagging

(folksonomy) Content syndication

Social Media Marketing, 2e©

Hashtags and Tagging

How are you using tags?

Where? Why important?

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Figure 1.5 The Social Media Value Chain

Social Media Marketing, 2e©

Social Media Marketing, 2e©

A ‘Dark Side’ Discussion:Could You Give It Up?

Multitasking – article / text Technology Addiction link The Challenge

No social media for 24 hours

How would you feel?

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Social Media Marketing, 2e©

What is Social Media Marketing?

Social media marketing is the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders.

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Social Media Marketing, 2e© 16

Figure 1.6 Evolution of Marketing Communications

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Figure 1.7 Brand Applications Across the Zones

NBC News 1-27-15 ‘Super Bowl Ads’

Social Media Marketing, 2e©

Table 1.2 Types of Media

Zone Paid Media Earned Media

Owned Media

Social community

Ads Conversations,Shared content,Influence impressions,Likes, fans

Controlled profiles

Social publishing

Endorsements, Branded channels

Embeds, comments, shares, links, search rankings

Corporate blogs, branded media sharing sites

Social entertainment

Social game ads

In-game interactions

Advergames, branded ARGs

Social commerce

Sales promotions

Reviews/ratingsReferralsGroup buysSocial shopping

Social storefronts

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Social Media Marketing, 2e©

Marketing Objectives and Social Media

Increase awareness Influence desire Encourage trial Facilitate purchase Cement brand loyalty Recover from service failures

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Social Media Marketing, 2e© 20

Social Cause Topic ‘Names’

Global Popcorn Food Talk I’m No Different From You Shattered TeufelHundenGWAT FREE! To Speak? H2O Cinemax New Beginnings The Daily Pulse

Social Media Marketing, 2e© 21

The Name Matters

Brand Name Generators Friends, Big Bang Theory, Wheel of

Fortune 8 Simple Rules for Dating My Teenage

Daughter Creating Brand Names With Buzz

Social Media Marketing, 2e©

The LARA Framework

Listen to customer conversations Analyze conversations Relate information within enterprise

systems Act on customer conversations

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Social Media Marketing, 2e©

Bytes to Bucks: Chipotle

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Chipotle’s “The Scarecrow Campaign” is an example of a brand leveraging social media across paid, earned, and owned media.

Visit www.scarecrowgame.com to see the film and game.

Social Media Marketing, 2e©

Chipotle Case Study

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Social Media Marketing, 2e©

Recap and Questions

What is social media? What is social media marketing?

What are the Zones of Social Media Marketing?

How does Web 2.0 differ from Web 1.0? How does the Social Media Value Chain

explain the social media landscape? What marketing objectives can brands

meet using social media marketing? Businesses—making money by reaching

us through social media: your job ###

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