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SOCIAL
COMMUNITY
5
Figure 5.1
The Social Community Zone
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
5-2
Social Networks
A social network is a set of socially
relevant nodes connected by one or
more relations.
Social Media Mark...
Diffusion of Innovations
Relative
Advantage
Observability
and
Trialability
Compatibility Simplicity ADOPTION
Social Media ...
Characteristics of Social
Networking Sites
Social networking sites typically vary in terms of
three important dimensions:
...
Audience Specialization
 An internal social network provides a method of
communication and collaboration that is more
dyn...
Social Objects and Passion-
Centric Sites
 Vertical networks describes the narrow, deep
focus of social networking sites ...
Decentralization
One of the big issues social media needs to
confront is how to let people easily access multiple
sites an...
Openness and Identity
Portability
 Social lock-in occurs when a user is unable to
transfer social contacts and content fr...
Open Source
 OpenSocial code refers to a set of commonAPIs that
enable developers to write software for applications
that...
Social Networking Activities
 Secondary content consists of things that others
create which we feel are worth redistribut...
Engagement
What does it mean to engage?
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
5-12
Engagement
 Brands can matter by providing apps that fit
strategically with the brand and consumer needs;
these apps are ...
Characteristics of Social Fans
 Emotional engagement:The object is meaningful in
the emotional life of the fan.
 Self-id...
Marketing Applications
 Social presence
 Earned media
 Paid media
Social Media Marketing, 2e©
©Tracy L. Tuten and Micha...
Social Presence: Brands as
Relationship Nodes
 Brands may create a brand profile within selected
social networking commun...
Social Presence:
Brands as Relationship Nodes
 What are the brand’s core values?
 What social objects illustrate the val...
Paid Media in Social Communities
 Native advertising is a form of paid advertising
that is based on a form unique to the ...
Paid Media in Social Communities
 Social ads are online display ads that incorporate user
data in the ad or in the target...
Earned Media and Brand
Engagement
 Earned reach (the breadth and quality of contact
with users) gained when people share ...
Is The Brand Ready for
Social Communities?
 Is the brand set up for engagement?
 If the brand participates in social med...
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Chapter 5 (social community)

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Chapter 5 of social media marketing

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Chapter 5 (social community)

  1. 1. SOCIAL COMMUNITY 5
  2. 2. Figure 5.1 The Social Community Zone Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-2
  3. 3. Social Networks A social network is a set of socially relevant nodes connected by one or more relations. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-3
  4. 4. Diffusion of Innovations Relative Advantage Observability and Trialability Compatibility Simplicity ADOPTION Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-4
  5. 5. Characteristics of Social Networking Sites Social networking sites typically vary in terms of three important dimensions: 1. Audience and degree of specialization 2.The social objects that mediate the relationships among members 3. Degree of decentralization or openness Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-5
  6. 6. Audience Specialization  An internal social network provides a method of communication and collaboration that is more dynamic and interactive.  An external social network is open to people who are not affiliated with the site’s sponsor. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-6
  7. 7. Social Objects and Passion- Centric Sites  Vertical networks describes the narrow, deep focus of social networking sites that differentiate themselves because they emphasize some common hobby, interest, or characteristic that draws members to the site. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-7
  8. 8. Decentralization One of the big issues social media needs to confront is how to let people easily access multiple sites and understand where they go and why. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-8
  9. 9. Openness and Identity Portability  Social lock-in occurs when a user is unable to transfer social contacts and content from one social network to another.  Social networking fatigue comes in part from the need to manage multiple community accounts (and to forego some due to the required investment) as well as from the steady streams of content flowing from multiple net works.  Identity portability is such that a single profile would provide access across social networking sites with a single login and shared information. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-9
  10. 10. Open Source  OpenSocial code refers to a set of commonAPIs that enable developers to write software for applications that will run on multiple social websites.  API stands for application programming interface. It’s a programming model that enables a piece of software to interact with other software.  Open Source Model involves open source developers posting their programs on a public site and a community of volunteers is free to tinker with them, develop other applications using the code, then give their changes away for free. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-10
  11. 11. Social Networking Activities  Secondary content consists of things that others create which we feel are worth redistributing to our social networks, such as retweets, links to a celebrity blog, or even brands we “like” on our Facebook page.  Social sharing provides people with the tools they need to reveal elements of their digital identities. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-11
  12. 12. Engagement What does it mean to engage? Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-12
  13. 13. Engagement  Brands can matter by providing apps that fit strategically with the brand and consumer needs; these apps are called brand butlers.  Brand Fans  Friendvertising is a brand’s use of social networking to build earned media value and purposefully cultivate.  An online community is a fandom Social Media Marketing, 2e© 3513
  14. 14. Characteristics of Social Fans  Emotional engagement:The object is meaningful in the emotional life of the fan.  Self-identification:The fan personally and publicly identifies with likeminded fans.  Cultural competence:The fan has a critical understanding of the object, its history, and its meaning beyond its basic functionality.  Auxiliary consumption:The fan collects and consumes related items and experiences beyond the basic object.  Production:The fan becomes involved in the production of content related to the object. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-14
  15. 15. Marketing Applications  Social presence  Earned media  Paid media Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-15
  16. 16. Social Presence: Brands as Relationship Nodes  Brands may create a brand profile within selected social networking communities. In this way, the brand acts as a node in the network’s social graph.  The fan base is an indicator of the brand’s success in establishing a known presence within a community.  Return on emotion (conceptually) assesses the extent to which a brand has delivered a value in exchange for the emotional attachment fans have awarded it. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-16
  17. 17. Social Presence: Brands as Relationship Nodes  What are the brand’s core values?  What social objects illustrate the values?  What has the brand promised?  What are the aspirational attributes?  What traits are associated with the brand?  What opportunities exist?  What stories bring the brand to life? Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-17
  18. 18. Paid Media in Social Communities  Native advertising is a form of paid advertising that is based on a form unique to the vehicle within which it is placed.  Display ads may include text, graphics, video, and sound much like traditional print ads and commercials but they are presented on a website.  A landing page is the first page that a person sees when he or she clicks through an ad to reach a brand’s target site. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-18
  19. 19. Paid Media in Social Communities  Social ads are online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page.  There are three variations on social ads:  A social engagement ad contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g., clickable “Like” button).  A social context ad includes ad creative, an engagement device, and personalized referral content from people in the viewer’s network.  Organic social ads are shared on a person’s activity stream following a brand interaction (such as liking the brand). Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-19
  20. 20. Earned Media and Brand Engagement  Earned reach (the breadth and quality of contact with users) gained when people share positive brand opinions and branded content with others is invaluable because of the influence attributed to individual, personalized brand endorsements.  Influence posts occur when an opinion leader publishes brand-relevant content such as a blog post in social media. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-20
  21. 21. Is The Brand Ready for Social Communities?  Is the brand set up for engagement?  If the brand participates in social media, where should the brand be?  How can the brand’s profiles be developed in such a way as to reflect the brand’s personality?  If “fan pages” exist among brand loyalists on social networking sites, how can the brand leverage fan sites to better meet its objectives?  How can the brand integrate its social network presence into other campaign components? Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 5-21

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