Chapter 1 of Social Media Marketing

1. THE
HORIZONTAL
REVOLUTION
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2. Learning Objectives
 What are social media? How are social media
similar to traditional media?
 What are the major zones associated with social
media?
 What isWeb 2.0?What are its defining
characteristics? How does Web 2.0 add value to
Web 1.0?
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©Tracy L. Tuten and Michael R. Solomon 2015

3. Learning Objectives (2)
 How does the Social MediaValue 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?
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4. 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.
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5. 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.
 94% of companies use LinkedIn as their primary
recruiting tool.
 1 out of 6 couples married in 2013 met on a social
media site.
 4 billion pieces of content shared daily on Facebook.
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6. Figure 1.1 Fun Facts of
Social Sites
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7. 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 …
 How doYOU participate?
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8. Figure 1.2: Zones of
Social Media
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9. Figure 1.3 Exemplar Vehicles in
the Zones
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10. 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 economy
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11. From Web 1.0 to Web 2.0
 Web 1.0
 DoubleClick
 Ofoto
 Britannica
 Personal websites
 Domain names
 Content management
 Directories (taxonomy)
 Sticky sites
 Web 2.0
 Google AdSense
 Flickr
 Wikipedia
 Blogs
 SEO
 Wikis
 Tagging (folksonomy)
 Content syndication
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12. Hashtags and Tagging
 How are you using
tags?
 Where?
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13. Figure 1.5 The Social Media
Value Chain
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14. A “Dark Side” Discussion:
Could You Give It Up?
 The Challenge:
 No social media for 24 hours
How would you feel?
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15. What is Social Media Marketing?
Social media marketing is the utilization of social
media technologies, channels, and software to
create, communicate, deliver, and exchange
offerings that have value for an organization’s
stakeholders.
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16. Figure 1.6 Evolution of
Marketing Communications
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17. Figure 1.7 Brand Applications
Across the Zones
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18. Table 1.2 Types of Media
Zone Paid Media Earned Media Owned Media
Social community Ads Conversations,
shared content,
influence
impressions,
likes, fans
Controlled profiles
Social publishing Endorsements,
branded channels
Embeds,
comments,
shares, links,
search rankings
Corporate blogs,
branded media
sharing sites
Social
entertainment
Social game ads In-game
interactions
Advergames,
branded ARGs
Social commerce Sales promotions Reviews/ratings,
referrals, group
buys, social
shopping
Social storefronts
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19. Marketing Objectives
and Social Media
 Increase awareness
 Influence desire
 Encourage trial
 Facilitate purchase
 Cement brand loyalty
 Recover from service failures
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20. The LARA Framework
 Listen to customer conversations
 Analyze conversations
 Relate information within enterprise systems
 Act on customer conversations
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21. Social Media Marketing Jobs
 Editor
 Marketing Manager
 Coordinator
 Director
 Specialist
 Strategist
 Intern
SeeTable 1.3 for
sample job descriptions!
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22. Bytes to Bucks: Chipotle
 Chipotle’s “The
Scarecrow Campaign”
is an example of a
brand leveraging
social media across
paid, earned, and
owned media.
 Visit www.scarecrowgame.com to see the film
and game.
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23. Recap and Questions
 What is social media? What is social media
marketing?
 What are the Zones of Social Media Marketing?
 How doesWeb 2.0 differ from Web 1.0?
 How does the Social MediaValue Chain explain
the social media landscape?
 What marketing objectives can brands meet using
social media marketing?
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