THE HORIZONTAL REVOLUTION 1 1 Project You need

THE HORIZONTAL REVOLUTION 1 1

Project You need to decide something you can ‘publish content’ about You have to have a name of the entity that ‘works’ You are not starting the project yet. BUT – we’re setting it up and introducing it, then Telling the audience that for the first weeks we’re going to evaluate one business’ social media to help you decide how you’ll interact with your audience The online description tells you the rest Social Media Marketing, 2 e© 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 is Web 2. 0? What are its defining characteristics? How does Web 2. 0 add value to Web 1. 0? 1 -3

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? 1 -4

Keep in Mind… We have some kind of business… We need customers to make money The customers need to want or need us We have to get the customers to notice, find, care, keep caring about us ‘Begin Again’ Starbucks Five Guys vs. Steak ‘n Shake Walmart vs. Commerce Hardware 5

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. 1 -6

What ‘communities’ do you exist in? Family? Church? Home town? Social group (like greek)? Follower of a musician / their web page / concerts Pinterest / Facebook / You. Tube? Relationships, connections, shared values Social Media Marketing, 2 e© 7

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 Linked. In 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. 1 -8

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? What ‘community’ / ‘communities’ do you visit? 1 -9

A major part of the coming weeks The Four Zones of Social media Social Community Social Publishing Social Commerce Social Entertainment �(next page) Our project is to do social publishing then use social media tools to reach a target audience Social Media Marketing, 2 e© 10

Figure 1. 2: Zones of This is the core of the coming chapters Social Media Sharing, socializing, conversing Customer relationship management (CRM) -- practices, strategies and technologies that companies use to manage and analyze customer interactions and data Games, Music, Art 1 -11

Figure 1. 3 Exemplar Vehicles in the Zones Sites the exemplify Social Community Sites the exemplify Social Commerce – Trip. Advisor link Note Technorati 1 -12

Technorati The company's core product was previously an Internet search engine for searching blogs. The website stopped indexing blogs and assigning authority scores in May of 2014 with the launch of its new website, which is focused on online publishing and advertising. Why did they change? 13

Web 2. 0: The Defining Characteristics of Social Media Web as platform (like newspapers, broadcasting…) User participation and user-generated content Crowdsourcing (Trip. Advisor) Network effects Scalability Perpetual beta Reputation economy 1 -14

From Web 1. 0 to Web 2. 0 Web 1. 0 Double. Click Ofoto Britannica Personal websites Domain names Content management Directories (taxonomy) Sticky sites Web 2. 0 Google Ad. Sense Flickr Wikipedia Blogs SEO Wikis Tagging (folksonomy) Content syndication 1 -15

But note new developments… • The Internet of Things (Io. T) is the network of physical objects or "things" embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data. • Plus, streaming, mobile media, OTT devices, ‘cutting the cord’ 16

Hashtags and Tagging How are you using tags? Where? When you publish online, you must tag. Why? 1 -17

Figure 1. 5 The Social Media Value Chain 1 -18

A “Dark Side” Discussion: Could You Give It Up? The Challenge: No social media for 24 hours No technology this semester Note the Cell Phone Addiction article How would you feel? 1 -19

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. Simon Cowell comment 1 -20

Dan Rather interview with Simon Cowell Traditional vs. social media Why do we have this class and in relation… Why do people working in the media now and in the future need to know how to use social media? …what Simon says Social Media Marketing, 2 e© 21

Figure 1. 6 Evolution of Marketing Communications Traditional …. Tradigital … Social Media Marketing 1 -22

Figure 1. 7 Brand Applications Across the Zones Social Media Marketing, 2 e© © Tracy L. Tuten and Michael R. Solomon 2015 1 -23

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 Social Media Marketing, 2 e© © Tracy L. Tuten and Michael R. Solomon 2015 1 -24

Marketing Objectives and Social Media Increase awareness Influence desire Encourage trial Facilitate purchase Cement brand loyalty Recover from service failures BUT AGAIN: We have some kind of business… We need customers to make money The customers need to want or need us We have to get the customers to notice, find, care, keep caring about us 1 -25

The LARA Framework Listen to customer conversations Analyze conversations Relate information within enterprise systems Act on customer conversations Next week – Zappos example 1 -26

Social Media Marketing Jobs Editor Marketing Manager Coordinator Director Specialist Strategist Intern See Table 1. 3 for sample job descriptions! 1 -27

Bytes to Bucks: 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. Scarecrow promotional video BUT – what happened to Chipotle recently? 2014 “Hands Up, Don’t Shoot” 2015 “CEO apology” -- crisis communication 1 -28

Recap and Questions What is social media? What is social media 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? Looking forward: traditional marketing, traditional media, traditional advertising ### 1 -29