MKT 380 Introduction to Social Media Marketing Week 1
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MKT 380 Introduction to Social Media Marketing Week 1

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Social media careers ...

Social media careers
Social media compared to mass media
New media versus old media
Social media and its value to marketers
Social media marketing and strategic objectives overview

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MKT 380 Introduction to Social Media Marketing Week 1 Presentation Transcript

  • 1. MKT 380 INTRODUCTION TO SOCIAL MEDIA MARKETING WEEK 1
  • 2. • What you can expect to get out of this course • Certificate program • Syllabus • Requirements • Sign ups • Course website • Twitter feed • My accessibility COURSE OVERVIEW MKT 380 Introduction to Social Media Marketing Fall 2013 ASCB 132 Tuesday 6:10-10:00 Professor: Michael Germano E-mail: mgerman@calstatela.edu Text: 769-287-1015 Library North 1018A (Tues. 4-6; W, Th 3-4) @ProfessorMGermano (Twitter) ! Course Schedule and Reading Week 1: Course introduction Chapter 1 Week 2: Social media market planning overview Chapter 2 Week 3: Social consumers and digital natives Chapter 3; Van Dijck Ch 1 Week 4: Digital communities and the sharing Imperative Chapter 4; Van Dijck Ch 3 Week 5: Mid-term None Week 6: Social Community and Social Networks Chapter 5; Van Dijck Ch 4 Week 7: Social Publishing Chapter 6; Van Dijck Ch 7 Week 8: Social Entertainment Chapter 7; Van Dijck Ch 6 Week 9: Social Commerce Chapter 8 Week 10: Social media measurement metrics and Big Data Chapter 9 & 10; Van Dijck Ch 8 Finals Week: Final Exam Required Texts The Culture of Connectivity By Jose van Dijck Course Description Surveys usage of social media tools and technology for marketing purposes. Studies the relevance and importance of these tools to new and emerging marketing processes. Course Website www.calstatela.libguides.com/mkt380 Course Requirements Students in MKT 380 can earn 100 points total over the course of the quarter. The total points earned will determine the final grade: A 95-100 C+ 74-79 A- 91-94 C 70-75 B+ 87-90 C- 66-69 B 84-86 D 60-65 B- 80-83 F <60 Grading: Grades are based upon the following requirements/deliverables (Due dates in parentheses): · Class Contributions/Participation 20% · Mid-term 10% (Week 5) · Final 10% (Finals Week) · Social Media Marketing Analysis and Critique 20% (Week 4) · Social Media Tool Analysis Presentation and Report 20% (Week 6, 7, 8 or 9) · Social Media Marketing Blog 20% (End of quarter) Social Media Marketing By Tuten and Solomon
  • 3. WHY ARE YOU HERE?
  • 4. JOBS AND LOCATIONS
  • 5. • What is social media? • Why is it important to marketing professionals? • Groups of 4 come up with answers to both questions and write them on the board CAN YOU DEFINE SOCIAL MEDIA?
  • 6. Shared information delivered through online channel,s primarily those that make up web 2.0 Based upon the creation of social networks for dissemination but can also include crowdsourced, shared content that arises in other online participatory environments Valuable to marketing professionals for reasons of efficiency and effectiveness as well as realities that demographic changes are quickly making old media less viable for certain psychographic and demographic consumer segments SOCIAL MEDIA
  • 7. Mass media compared to social media Our media ecosystem includes both… Mass media marketing compared to social media marketing Push orientation Asynchronous Captive audiences Interruption disruption Based on taxonomies Does it look like this? OLD VS. NEW MEDIA
  • 8. • Participation • Synchronous • Interactive • Targeted • Engagement that can be quantified and measured • Web 2.0 • Crowdsourced and user generated • Based on folksonomies (tagging, hashtags) • Looks like this NEW MEDIA
  • 9. Tom Standage from The Economist suggest that ancient Rome is responsible for the Twitterverse IS IT NEW?
  • 10. SOCIAL MEDIA OLDER THAN MASS MEDIA?
  • 11. MORE EVIDENCE OF A TRADITION? Coffeehouses of the 17th and 18th centuries Wasted time? Burst of innovation that followed Sound familiar?
  • 12. • Strong evidence that participative media is the norm • Mass media is (was?) the blip? • Is “social” media the normative experience for getting information compared to mass media? Historically and currently? • Is sharing the true value of social media (as opposed to cheap, reach, speed?) • Can both exist side by side? Each has strengths and weaknesses (individual experts vs. group/shared ideas) THE BLOG IS NEW?
  • 13. Why? EVEN NOW, INDEPENDENT OF TECHNOLOGY, WE YEARN TO SHARE
  • 14. OR LIKE THIS
  • 15. Exercise: In groups of 4, think about and catalog your „average‟ social media use and how much you share as well as the benefits you get from that participation and sharing. Be as specific as possible: • Sites? • How long? • How much interaction/participation/sh aring? • How often? • What are the positive feelings associated with time/participation here? • Negative ones? WHAT DRIVES ALL OF THIS PARTICIPATION?
  • 16. • Cannot be based upon manipulation or interruption like mass media; Must align with user desires that fuel participation and sharing • Must be authentic • Share imperative • Synchronization of opinion • Psychic income • Monetization THE SAME FORCES THAT DRIVE PARTICIPATION SHOULD DRIVE SOCIAL MEDIA MARKETING
  • 17. Course will be somewhat organized around this concept Way to categorize social media in order to envision marketing tactics and strategies ZONES OF SOCIAL MEDIA
  • 18. ZONES OF SOCIAL MEDIA
  • 19. MARKETING AND SOCIAL MEDIA Marketing is 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. The traditional marketing mix includes the 4 Ps of Product, Price, Promotion, and Place (distribution). Social media adds the 5th P: Participation Reputation based Socialnomics—find customers before they find you… Social media marketing is interactive, participative, share- based marketing!
  • 20. Multiple strategic marketing objectives can met by social media: 1. Promotion and branding 2. Customer Relationship management (service recovery!) 3. Customer support 4. Market Research 5. Product development 6. Ecommerce/etailing WHY SOCIAL MEDIA MARKETING?
  • 21. PROMOTION AND BRANDING Increase Awareness Influence Desire Encourage Trial Facilitate Purchase Cement Brand Loyalty
  • 22. Risk! Synchronization of opinion— social media can act as an accelerant! Reputation-based—what if your rep is bad? (Tobacco!) Crowdsourced/user generated content can backfire Cheap yes but loss on control? Mcdonalds #mcdstories KFC #iatethebones WHY NOT?
  • 23. • Blog! Get it up and running; tweet, text or email the url to me with your name • Follow me on twitter (profmgermano) and respond to at least one tweet with #mkt380atcsula and/or tweet an example of your favorite social media campaign (like Dollar Shave Club) • Try adding some examples of social media marketing that is meant to simply increase awareness to your blog and analyze whether or not they are successful • Read chapters one and two Tuten & Solomon and FOR NEXT WEEK