Social media marketing campaigns chp 1

443 views

Published on

These PowerPoints are for my course called Social Media Marketing Campaigns, which is offered at DCTC. Dakota County Technical College is located south of the Twin Cities, MN. The slides are build from the textbook: Social Media Marketing by Tracy Tuten and Michael Solomon. The course can be taken online or in the classroom.

Published in: Education, Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
443
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Social media marketing campaigns chp 1

  1. 1. Textbook for this course
  2. 2.  Social Media  Online means of communications Creating Your Social Media Strategy  Social Media should be:  1. Interactivity – participating in social media  2. Sharing – offering pictures and information in social media  3. Collaboration – contributing to community sites
  3. 3.  Web 1.0, Web 2.0 vs. Web 3.0  Web 1.0 – Considered the "read-only web." In other words, the early web allowed us to search for information and read it.  Web 2.0 – Web 2.0 websites allow users to do more than just retrieve information. By increasing what was already possible in Web 1.0, they provide the user with more user-interface, software and storage facilities, all the browser  Web 3.0 - A web service is a software system designed to support computer-to-computer interaction over the Internet. Goal of this phase is to make content of the web more easily interpreted by machines  Moving from html to markup languages that focus on tagging content
  4. 4.  Synchronous vs. Asynchronous Interactions  Asynchronous – doesn’t require all participants to respond immediately  Emails  Photo sharing  Games  Applications  Groups  E-retailing  Synchronous – occurs in real-time  Texting conversation with a friend  GoToMeeting.com
  5. 5.  Cultural Participation  The ability to freely interact with other people, companies, and organizations  Open access that allows users to share content from simple comments to review, ratings, photos, stories, and more
  6. 6.  Media Terms  Mass media – communications that can reach a large number of people – one way conversation  Personal media – channels capable of two-way communications on a small scale  Medium – single channel (facebook would be one channel)  Media – plural for medium (the media are extensive from tv, radio, facebook, etc.)
  7. 7.  Forthis textbook, social media has four categories of channels (Note: this can very depending on textbooks you are reading.)  Social Community (sharing socializing, conversing)  Social Publishing (editorial, commercial, user- generated)  Social Commerce (CRM, Retail/sales, HR)  Social Entertainment (Games, music, art)
  8. 8.  Social Community  Focuses on relationships  Common activities and interests  Two-way communications  Collaboration  Sharing of experiences and resources  Media – social networking sites (SNS), message boards, forums, wikis  Synchronous and Asynchronous forms of communications
  9. 9.  Social Publishing  Aid in the dissemination of content to an audience  Media: blogs, micro-sharing sites, media sharing sites, social bookmarking and news sites
  10. 10.  Social Entertainment  Encompasses channels and vehicles that offer opportunities for play and enjoyment  Social games – Mafia Wars  Virtual worlds – three-dimensional communities using avatars  Entertainment communities  Example: Repositioned MySpace for social entertainment - art, music, and sports
  11. 11.  Social Commerce  Use of social media to assist in the online buying and selling of products and services  Channels:  Reviews and ratings (Yelp.com)  Deals sites (Groupon.com)  Deal aggregators (Yipit.com, 8coupons.com)  Social shopping markets (Etsy.com)  Social storefronts (Levi’s Friends Store - store.levi.com/)  Share applications (tools that let users share what they are reading or doing on their status)
  12. 12.  Web 2.0  Developments in online technology that enable interactive capabilities in an environment characterized by user control, freedom, and dialogue  Cost-effective solution that provides access to rich date  Collective wisdom of its users  Access to micro-markets  Software that operates on multiple platforms (mobile, computer, etc.
  13. 13.  Web 2.0 or Web 3.0  Depending on who you ask, you will be told “we are web 2.0” or “we are in web 3.0”.  Contrary to the textbook, I will say we are in Web 3.0 and let’s take a look at it:  A web service is a software system designed to support computer-to-computer interaction over the Internet. Goal of this phase is to make content of the web more easily interpreted by machines  Moving from html to markup languages that focus on tagging content  Cloud computing – involves delivering hosted services online  Ex: Google aims to offer software for nearly every task, often at no cost to users, with the same anytime, anywhere accessibility of the web. Google Docs allow people to work on the same documents from different locations.
  14. 14.  Crowd-sourcing  Collective knowledge of a crowd to solve problems and complete tasks  Example: Wikis – users create, publish, rate, edit, and share info
  15. 15.  User-Defined Content  Folksonomies – sets of labels or tags people choose to make sense of information  Tagging – process social media users undergo to categorize content according to their own folksonomies  Tag Cloud – search and retrieve info using tags that makes sense to the browser
  16. 16.  Infrastructure of Social Media  Social Media Value Chain  Infrastructure  Channels/Hosts  Supporting Software and Services  Devices  To:  Share  Create  Talk  Work  Buy/Sell  Learn
  17. 17.  Devices  Equipment used to access the internet and the range of activities which we participate online Apps and Widgets  Social Software can:  Facilitate  Interact  Create content  Share  Syndicate  Save  Analyze  Filtering, sorting, and search for data
  18. 18. 4 Ps of Marketing (Marketing Mix)  Product  Place  Price  Promotion * 5th P – Textbook cites “Participation”. Most marketers would not agree with this since this can occur in any of the 4 Ps.
  19. 19.  Social Media Marketing General Goals/ Objectives  Social Entertainment  Enabling Play  Branded Entertainment  Social Publishing  Blogging  Sharing Brand Content  Advertising/PR  Social Commerce  Buying and selling  Servicing  Managing  Convert to transactions  Social Community  Build brand and relationships with customers  Promote a presence  Marketing research
  20. 20.  When things go wrong with social media and they will, use LARA framework:  Listen to customer conversation  Analyze those conversation  Relate this information to existing information within your enterprise  Act on those customer conversations.
  21. 21.  Seven Myths of Social Media Marketing 1. Myth 1 - Social Media is Just a Fad 2. Myth 2 – Social Media is Just for the Young 3. Myth 3 – Social Media has no ROI 4. Myth 4 – Social Media Marketing isn’t right for my business 5. Myth 5 – Social Media Marketing is New 6. Myth 6 – Social Media Marketing is Too Time- Consuming 7. Myth 7 – Social Media is free
  22. 22.  SeeYour Textbook for a Comprehensive list of Social Media Jobs. Here are a few:  Social Media Editor  Social Media Marketing Director  Marketing and Communications Associate  Project Social Media Manager  Online Communications and Social Media Director  Social Media Communications Specialist  Social Media Intern  Social Media Strategist

×