Digital Vocabulary in Digital and Social Media Marketing


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Slides describing digital vocabulary and the key words and concepts for an in-depth understanding of platform analysis and key challenges businesses face when adopting social media strategy. Slides are created and used in the class MKT597 Digital and Social Media Marketing.

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  • Digital Vocabulary in Digital and Social Media Marketing

    1. 1. Digital Vocabulary Susan Fant / / These Slides are for Educational Purposes Only – The University of Alabama Marketing Department MKT597: Digital & Social Media Marketing Fall Semester 2013
    2. 2. Video @
    3. 3. Harvard Business Review & SAS The New Conversation Source: HBR and SAS 2010
    4. 4. The Social Media Experiment • Social media is an experiment – How to use different channels – How to gauge effectiveness – How to integrate into other marketing efforts • Companies are looking to impact the bottom line (ROI) and capitalize on the ability to listen & analyze (and interact with) customer conversations online.
    5. 5. Top Attitudes Towards Social Media Note: Article Copyrighted in 2010 Source: HBR and SAS 2010
    6. 6. Leveraging the Benefits of Social Media We need to prove the potential impact of social media, measure its effectiveness, and align activities with company financials. Source: HBR and SAS 2010
    7. 7. Most Pressing Challenges Source: HBR and SAS 2010
    8. 8. Coke Zero – A Mismanaged Message Between Generations
    9. 9. The Bottom Line Survey response (vice president multinational construction company): “At the C-suite level, they don’t want to talk about social media because they don’t understand it. If we don’t get education out about the benefits of social media and get business people to adopt it, it could put us at a serious disadvantage.” Source: HBR and SAS 2010
    10. 10. Measurement Criteria • Searching for criteria to press results against in order to measure them within a framework that can be easily explained. • It’s all about deliverables. • Note that being able to explain and express the benefits of social media across generations is incredibly important for the future of this industry.
    11. 11. Organizing Information • Web 4.0 is going to be about organizing the information that is now readily available and being shared on the Internet. • Looking to establish a “rigorous process”. • Tools that filter out the noise, identify relevant content, and spotlight trends.
    12. 12. Culture of Connectivity - Platforms
    13. 13. iPod Classic – Sept. 2013
    14. 14. iPod Touch – Sept. 2013
    15. 15. iTunes Store (Platform) • Turns the computer into a “digital hub” • New business model for the industry – 99 cent model for singles • 10 years after: iTunes is the leading vendor of popular music Source: Culture of Connectivity 2012
    16. 16. Understanding Platforms When analyzing social media platforms we have to do two things: • Disassemble microsystems – Take apart the platforms, understand the components • Reassemble the ecosystem – Recognize norms and the system of social media and creativity on the internet – This helps understand the big picture context of the rest of the world & who uses the platform Source: Culture of Connectivity 2012
    17. 17. Actor Network Theory (ANT) • Content & form are a significant factor for social media engagement. Individual person  platform // person  platform With Others (2nd Degree) person A  platform  person B person A  platform  person B With Others (3rd Degree) person A platform person B  platform  person C person A platform person B platform  person C Source: Culture of Connectivity 2012
    18. 18. Who are the Power Holders? • Programmers – How do they code sociality? – How do they program the platforms? • Users (Individuals & Groups) – How do they use the platforms? • Companies / Ad Buyers / Money – How do they spend money to keep up the platforms? – There is no such thing as a “free” platform. Source: Culture of Connectivity 2012
    19. 19. Illumination Entertainment’s Use of YouTube (Minion Break!)
    20. 20. Computational & Architectural • Platforms are both computational & architectural concepts – “Understanding code requires sensitivity to its changing manifestations as well as to its historically changing tech milieu [social environment].” (Fuller & Berry 2010) Source: Culture of Connectivity 2012
    21. 21. Example: Amazon’s programmers code taste preferences & buyer behavior to try and create more purchases and steer user behavior – “Customers who bought this item also bought…” – “Customers who viewed this also viewed…” – “What other customers are looking at right now…” Source: Culture of Connectivity 2012
    22. 22. Important Definitions Data: a type of information (name, height, etc) Metadata: describes data (ex. YouTube tags, Slideshare keywords) Algorithm: in computer science – finite list of well defined instructions for calculating a function (trade secrets for many companies) Source: Culture of Connectivity 2012
    23. 23. Creative Industry Business Models The Internet has redefined the way creative (cultural) products are sold. Traditionally, there are four ways to make money: 1. Profits from reproduction of source - Copies: CDs, Books, DVDs 2. Viewing & Subscription Fees - Tickets: Cinema, Theatre, Cable 3. Advertising 4. Licensing / Merchandise Source: Culture of Connectivity 2012 lists first three & fourth added by Susan Fant
    24. 24. Leading into Social Network Theory • The creative industry’s logic of mass reproduced cultural goods and how/why consumers buy them has shifted because of the Internet. • Now there is a focus on influencers (people with a large network of connected followers). • Advertising culture is gradually turning into a recommendation culture. Source: Culture of Connectivity 2012
    25. 25. Questions?