Transcript Social Media Marketing

THE
HORIZONTAL
REVOLUTION
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Learning Objectives
 What are social media? How are social media
similar to traditional media?
 What are the major zones associated with social
media?
 What is Web 2.0? What are its defining
characteristics? How does Web 2.0 add value to
Web 1.0?
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Learning Objectives (2)
 How does the Social Media Value 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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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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Mind-Boggling Social Media Stats
 Time to reach 50 million users
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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 last year met on a social
media site
4 billion pieces of content are shared daily on
Facebook
Eric Qualmann, Socialnomics
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Figure 1.1 Fun Facts of
Social Sites
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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 do YOU participate? ‘ Participation’ video
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Figure 1.2: Zones of
Social Media
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Figure 1.3 Example Vehicles
within each Zone
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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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From Web 1.0 to Web 2.0
 Web 1.0
 Web 2.0
 DoubleClick
 Google AdSense
 Ofoto
 Flickr
 Britannica
 Wikipedia
 Personal websites
 Blogs
 Domain names
 SEO
 Content management
 Wikis
 Directories (taxonomy)
 Tagging (folksonomy)
 Sticky sites
 Content syndication
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Hashtags and Tagging
 How are you using
tags?
 Where?
 Why important?
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Figure 1.5 The Social Media
Value Chain
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A ‘Dark Side’ Discussion:
Could You Give It Up?
 Multitasking – article / text
 Technology Addiction link
 The Challenge
 No social media for 24 hours
How would you feel?
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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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Figure 1.6 Evolution of
Marketing Communications
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Figure 1.7 Brand Applications
Across the Zones
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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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Marketing Objectives
and Social Media
 Increase awareness
 Influence desire
 Encourage trial
 Facilitate purchase
 Cement brand loyalty
 Recover from service failures
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Social Cause Topic ‘Names’
 Global Popcorn
 Food Talk
 I’m No Different From You
 Shattered
 TeufelHundenGWAT
 FREE! To Speak?
 H2O Cinemax
 New Beginnings
 The Daily Pulse
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The Name Matters
 Brand Name Generators
 Friends, Big Bang Theory, Wheel of Fortune
 8 Simple Rules for Dating My Teenage Daughter
 Creating Brand Names With Buzz
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The LARA Framework
 Listen to customer conversations
 Analyze conversations
 Relate information within enterprise systems
 Act on customer conversations
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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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Chipotle Case Study
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Recap and Questions
 What is social media? What is social media
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marketing?
What are the Zones of Social Media Marketing?
How does Web 2.0 differ from Web 1.0?
How does the Social Media Value Chain explain
the social media landscape?
What marketing objectives can brands meet using
social media marketing?
Businesses—making money by reaching us
through social media: your job
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