THE HORIZONTAL REVOLUTION 1 Learning Objectives What are

THE HORIZONTAL REVOLUTION 1

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? Social Media Marketing, 2 e© 1 -2

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? Social Media Marketing, 2 e© 1 -3

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. Social Media Marketing, 2 e© 1 -4

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 last year met on a social media site 4 billion pieces of content are shared daily on Facebook Eric Qualmann, Socialnomics Social Media Marketing, 2 e© 1 -5

Figure 1. 1 Fun Facts of Social Sites Social Media Marketing, 2 e© 6

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 Social Media Marketing, 2 e© 1 -7

Figure 1. 2: Zones of Social Media Marketing, 2 e© 1 -8

Figure 1. 3 Example Vehicles within each Zone Social Media Marketing, 2 e© 9

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 Social Media Marketing, 2 e© 1 -10

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

Hashtags and Tagging How are you using tags? Where? Why important? Social Media Marketing, 2 e© 1 -12

Figure 1. 5 The Social Media Value Chain Social Media Marketing, 2 e© 13

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? Social Media Marketing, 2 e© 1 -14

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. Social Media Marketing, 2 e© 1 -15

Figure 1. 6 Evolution of Marketing Communications Social Media Marketing, 2 e© 16

Figure 1. 7 Brand Applications Across the Zones NBC News 1 -27 -15 ‘Super Bowl Ads’ Social Media Marketing, 2 e© 17

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© 1 -18

Marketing Objectives and Social Media Increase awareness Influence desire Encourage trial Facilitate purchase Cement brand loyalty Recover from service failures Social Media Marketing, 2 e© 1 -19

Social Cause Topic ‘Names’ Global Popcorn Food Talk I’m No Different From You Shattered Teufel. Hunden. GWAT FREE! To Speak? H 2 O Cinemax New Beginnings The Daily Pulse Social Media Marketing, 2 e© 20

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 Social Media Marketing, 2 e© 21

The LARA Framework Listen to customer conversations Analyze conversations Relate information within enterprise systems Act on customer conversations Social Media Marketing, 2 e© 1 -22

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. Social Media Marketing, 2 e© 1 -23

Chipotle Case Study Social Media Marketing, 2 e© 1 -24

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? Businesses—making money by reaching us through social media: your job ### Social Media Marketing, 2 e© 1 -25