Social Media Marketing - Chapter 1
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Social Media Marketing - Chapter 1



Tuten's PPT file for presenting content related to Chapter 1 of the text, Social Media Marketing.

Tuten's PPT file for presenting content related to Chapter 1 of the text, Social Media Marketing.



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Social Media Marketing - Chapter 1 Social Media Marketing - Chapter 1 Presentation Transcript

  • Chapter 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?
  • Chapter 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?
  • 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.
  • 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 80% of companies use LinkedIn as their primary recruiting tool 1 out of 6 couples married last year met on a social media site 1 billion pieces of content are shared daily on Facebook Watch Socialnomics Social Media Revolution >
  • 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 … Watch this YouTube video on the power of participation
  • Figure 1: Social Media Zones
  • Figure 2: Social Media Zonesand Exemplar Vehicles
  • 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 economySource: Tim O’Reilly, 2005, What is Web 2.0? Online:
  • The Shift from Web 1.0 to Web 2.0 Web 1.0  Web 2.0 DoubleClick  Google AdSense Ofoto  Flickr Britannica  Wikipedia Personal websites  Blogs Domain names  SEO Content management  Wikis Directories (taxonomy)  Tagging (folksonomy) Sticky sites  Content syndication
  • The Infrastructure ofSocial Media
  • For Discussion:Could You Give It Up? University of Maryland student challenge: no social media for 24 hours How would you feel?
  • Figure 1.4 The Evolution ofMarketing Communications
  • Figure 1.5 Brand ApplicationsAcross Social Zones
  • Media Ownership andSocial Media Paid Earned Owned
  • Table 1.2 Types of MediaZone Paid Media Earned Media Owned MediaSocial community Ads Conversations, Controlled profiles Shared content, Influence impressions, Likes, fansSocial publishing Endorsements, Embeds, Corporate blogs, Branded channels comments, branded media shares, links, sharing sites search rankingsSocial Social game ads In-game Advergames,entertainment interactions branded ARGsSocial commerce Sales promotions Reviews/ratings Social storefronts Referrals Group buys Social shopping
  • Marketing Objectivesand Social Media Increase awareness Influence desire Encourage trial Facilitate purchase Cement brand loyalty Recover from service failures
  • The LARA Framework Listen to customer conversations Analyze conversations Relate information within enterprise systems Act on customer conversations
  • Social Media Marketing Jobs Editor Marketing Manager Coordinator Director See Table 1.3 for sample job descriptions! Specialist Strategist Intern
  • Recap Discussion Reminder: Visit to read daily news and search for examples related to each chapter.