: Social Media Management_Gestao dos Social Media

1. Marketing Management
Social Media Management II
Noções Básicas dos Meios Sociais:
Mercados e diferentes tipos de plataformas
Manuela Aparicio

2. Agenda
Noções básicas dos meios sociais
• Diferenças entre os meios tradicionais e os meios sociais
• Mercados e diferentes tipos de plataformas
• Teoria básica das redes sociais online & offline
• Comportamento do consumidor e os meios sociais
2015 Manuela Aparicio (C) 2

3. Agenda
Noções básicas dos meios sociais
• Diferenças entre os meios tradicionais e os meios sociais
• Mercados e diferentes tipos de plataformas
• Teoria básica das redes sociais online & offline
• Comportamento do consumidor e os meios sociais
2015 Manuela Aparicio (C) 3

4. Mercados & Diferentes Tipos de Plataformas
de Meios Sociais
2015 Manuela Aparicio (C) 4
• Classificação das Redes Sociais de acordo com as suas características
foi realizada por Kietzmann, Hermkens, McCarthy, & Silvestre (2011)
• No seu artigo intitulado “Social media? Get serious! Understanding
the functional building blocks of social media”, criaram uma
framework denominada de Honeycomb of Social Media

5. Honeycomb of Social Media
2015 Manuela Aparicio (C) 5
(Kietzmann, et al., 2011)

6. Framework Honeycomb of Social Media
2015 Manuela Aparicio (C) 6
https://www.youtube.com/watch?v=BCjCbqYs_j0

7. Social media honeycomb (Kietzmann, et al., 2011)
2015 Manuela Aparicio (C) 7
Identity
Presence
Relationships
Reputation
Groups
Conversations
Sharing

8. Social media honeycomb (Kietzmann, et al., 2011)
2015 Manuela Aparicio (C) 8
Identity
Presence
Relationships
Reputation
Groups
Conversations
Sharing
Identity: The identity functional block
represents the extent to which users
reveal their identities in a social media
setting. This can include disclosing
information such as name, age, gender,
profession, location, and also information
that portrays users in certain ways.

9. Agenda
Noções básicas dos meios sociais
• Diferenças entre os meios tradicionais e os meios sociais
• Mercados e diferentes tipos de plataformas
• Teoria básica das redes sociais online & offline
• Comportamento do consumidor e os meios sociais
2015 Manuela Aparicio (C) 3

10. Agenda
Noções básicas dos meios sociais
• Diferenças entre os meios tradicionais e os meios sociais
• Mercados e diferentes tipos de plataformas
• Teoria básica das redes sociais online & offline
• Comportamento do consumidor e os meios sociais
2015 Manuela Aparicio (C) 3

11. Social media honeycomb (Kietzmann, et al., 2011)
2015 Manuela Aparicio (C) 11
Identity
Presence
Relationships
Reputation
Groups
Conversations
Sharing
Presence: represents the extent to
which users can know if other users
are accessible. It includes knowing
where others are, in the virtual world
and/or in the real world, and
whether they are available. In the
virtual world, this happens through
status lines like ‘available’ or
‘hidden.’

12. Social media honeycomb (Kietzmann, et al., 2011)
2015 Manuela Aparicio (C) 12
Identity
Presence
Relationships
Reputation
Groups
Conversations
Sharing
Relationships: represents the extent to
which users can be related to other users.
By ‘relate,’ we mean that two or more
users have some form of association that
leads them to converse, share objects of
sociality, meet up, or simply just list each
other as a friend or fan.

13. Social media honeycomb (Kietzmann, et al., 2011)
2015 Manuela Aparicio (C) 13
Identity
Presence
Relationships
Reputation
Groups
Conversations
Sharing
Reputation: is the extent to which users
can identify the standing of others,
including themselves, in a social media
setting. Reputation can have different
meanings on social media platforms. In
most cases, reputation is a matter of trust.

14. Social media honeycomb (Kietzmann, et al., 2011)
2015 Manuela Aparicio (C) 14
Identity
Presence
Relationships
Reputation
Groups
Conversations
Sharing
Groups: functional block represents the
extent to which users can form
communities and sub communities. The
more ‘social’ a network becomes, the
bigger the group of friends, followers, and
contacts. A widely discussed relationship-
group metric is Dunbar’s Number,
proposed by anthropologist Robin Dunbar
(1992), who theorized that people have a
cognitive limit which restricts the number
of stable social relationships they can have
with other people to about 150.

15. Exemplos
2015 Manuela Aparicio (C) 15

16. Exemplos
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17. Social Media Ecologies
• Classification by Hoffman & Fodor (2010)
• Blogs
• Microblogging (Twitter)
• Cocreation (Nike iD)
• Social Bookmarking (Stumble upon)
• Foruns/ Discussion Boards (Google Groups)
• Product Reviews (Amazon)
• Social Networking (Facbook, Linkedin)
• Video & Photosharing (YouTube, Flikr)
2015 Manuela Aparicio (C) 17

18. Mercados & Diferentes Tipos de Plataformas
de Meios Sociais
2015 Manuela Aparicio (C) 4
• Classificação das Redes Sociais de acordo com as suas características
foi realizada por Kietzmann, Hermkens, McCarthy, & Silvestre (2011)
• No seu artigo intitulado “Social media? Get serious! Understanding
the functional building blocks of social media”, criaram uma
framework denominada de Honeycomb of Social Media

19. Social Media Ecologies
• Classification by HubReport (2015)
2015 Manuela Aparicio (C) 19

20. Social Media World Landscape
2015 Manuela Aparicio (C) 20

21. Social Media Ecology
2015 Manuela Aparicio (C) 21

22. Social Media
Landscape in
2015
2015 Manuela Aparicio (C) 22

23. World Social Networks Evolution
2015 Manuela Aparicio (C) 23

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26. Honeycomb of Social Media
2015 Manuela Aparicio (C) 5
(Kietzmann, et al., 2011)

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