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.

1. Textbook for this course

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.  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.  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.  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.  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.  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.  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.  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.  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.  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.  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.  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.  Crowd-sourcing
 Collective knowledge of a crowd to solve
problems and complete tasks
 Example: Wikis – users create, publish, rate, edit, and
share info

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.  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.  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. 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.  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.  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.  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.  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