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A very complete summary of each chapter of Social Media Strategies. Also called this year DC (Digital Communication)
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Summary book Social Media Marketing (Tuten & Solomon)
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Samenvatting Social Media Marketing (Tracy L. Tuten & Michael R. Solomon)
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Chapter 1 The Horizontal RevolutionDigital native: people that grew up “wired” in a highly networked, always-on world.
We call the current version that allows users to interact with senders Web 2.0.
Information does not just flow from big companies or governments down to the people;
today information flows across people as well > Horizontal revolution
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.
Synchronous interactions occur in real time, such as when you text back and forth
with a friend. Asynchronous interactions don’t require all participants to respond
immediately, such as when you email a friend and get the answer the next day.
Culture of participation: the ability to freely interact with other people, companies and
organizations.
Social Media Zones
Media refers to means of communication. The media we use may range from mass
media (means of communication that can reach a large number of individuals) such as
broadcast, print and digital channels, to personal media (channels capable of two-way
communications on a small scale), such as email, surface mail, telephone and face-to-face
communications on a small scale.
Communication travels using a medium (or channel) such as word-of-mouth,
television, radio, newspaper, magazine, signage, Internet, direct mail, or telephone.
Within each medium, marketers can choose specific vehicles to place a message.
ZONE 1: Social community
ZONE 2: Social publishing
ZONE 3: Social entertainment
ZONE 4: Social commerce
Zone 1: Social community
Social communities describe channels of social media focused on relationships and the
common activities people participate in with others who share the same interest or
identification.
The channels in the social community zone include social networking sites, message
boards, and forums, and wikis.
Social networking sites are online hosts that enable site members to construct and
maintain profiles, identify other members with whom they are connected and
participate using various services the site offers.
,Forums are interactive, online versions of community bulletin board which focus
entirely on discussions held among members > threated discussion.
Wikis are collaborative online workspaces that enable community members to
contribute to the creation of a useful and shared resource.
Zone 2: Social publishing
Social publishing sites aid in the dissemination of content to an audience.
The channels of social publishing include blogs, micro sharing sites, and social
bookmarking and news sites.
Blogs are websites that host regularly updated online content that may include text,
graphics and video (sharable, include the option to leave comments).
Microsharing sites (microblogging sites) work much like blogs except that there is a
limit to the length of the content you can post. A microshare could include a sentence,
sentence fragment, embedded video, or link to content residing on another site.
Media sharing sites, like blogs, host content but also typically feature video, audio,
photos, and presentations and documents rather than text or a mix of media. They host
content searchable by the masses, but within each vehicle are options for following
content posted by specific people > networked.
- Video sharing
- Photo sharing
- Music and audio sharing
- Presentations and documents
- Social bookmarking services
Zone 3: Social entertainment
The zone of social entertainment encompasses channels and vehicles that offer
opportunities for play and enjoyment.
- Social games
- Virtual worlds
- Entertainment communities
Virtual worlds are 3-dimensional communities where people participate as avatars
(digital representations of themselves that can take pretty much any form the person
desires).
Zone 4: Social commerce
Social commerce refers to the use of social media to assist in the online buying and
selling of products and services.
- Reviews and ratings (on review sites or branded e-commerce sites)
- Deal sites and deal aggregators (aggregate deal into personalized deal feeds)
- Social shopping markets (online mall featuring user-recommended products,
reviews, and the ability to communicate with friends while shopping)
- Social storefronts (online retail stores that sometimes operate within a social site
like Facebook with social capabilities)
, - Facebook Connect (a Facebook tool that allows users to login to other partnering
sites using their Facebook identities)
- Share applications (tools that let users share what they are reading or doing on
their status feeds)
Web 2.0
Web 2.0 refers to developments in online technology that enable interactive capabilities
in an environment characterized by user control, freedom and dialogue.
Cloud computing is a general term for anything that involves delivering hosted services
online.
Crowdsourcing means to harness the collective knowledge of a crows to solve
problems and complete tasks.
Taxonomies are classifications that experts create.
Folksonomies are sets of labels (tags), individuals choose in a way that makes sense to
them, as opposed to using predefined keywords.
Tagging refers to the process social media users undergo to categorize content
according to their own folksonomy > this creates a tag cloud.
In Web 2.0 each additional user adds value for all users > network effect.
Scalability means to be able to grow and expand capacity as needed without negatively
affecting the contribution margin of the business > an issue for organizations that offer
services with limited resources.
Radical trust refers to the trust bestowed on other when organizations shift control to
their consumers and users.
The infrastructure of social media
The value chain illustrates the core activities of social media users and the component
that make those activities possible.
Social software are computer programs that enable users to interact, create and share
data online. Apps (widgets) are types of social software.
Devices are pieces of equipment we use to access the Internet and the range of activities
in which we participate online > portable.
Citizen journalists are amateurs who post about newsworthy events.
Citizen advertisers are people who share their views about a product or service even
though they’re not affiliated with the company.
Show me the money
Business model is the strategy and format it follows to earn money and provide value
to its stakeholders.
, Interruption-disruption model: when they have you attention, they interrupt the
programming to bring you a commercial message.
Revenue stream is a source of income.
Psychic income is a perceived value that is not expressed in monetary form.
The 5th P of Marketing
4 p’s: Product, Price, Promotion and Place > 5th P: Participation.
Social media marketing is the utilization of social media technologies, channels, and
software to create, communicate, deliver and exchange offering that have value for an
organization’s stakeholder.
Push messaging is one-way communication delivered to the target audience.
Boundary spanners are employees who interact directly with customers.
E-commerce sites are websites that allow customers to examine different brands and to
conduct transactions via credit card.
A micromarket is a group of consumers once considered too small and inaccessible for
marketers to pursue.
Tradigital marketing is characterized by improvements in interactivity and
measurement, but it retains the primarily vertical flow of power in the channels of
communication and distribution.
There are two overarching objectives relevant to the use of social media marketing as
part of a brand’s promotional mix:
1. Extend and leverage the brand’s media coverage
2. Influence the consumer throughout the decision-making process
Marketers have access to three core types of media:
1. Paid
2. Owned
3. Earned
Advertising: the paid placement of promotional messages in channels capable of
reaching a mass audience.
Public relations: the promotional mix component tasked with generating positive
publicity and goodwill, may also utilize paid media in the form of sponsorships.
Owned media are channels the brand controls.
Earned media are those messages that are distributed at no direct cost to the company
and by methods beyond the control of the company.
Word-of-mouth communication and publicity are important forms of earned media.
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