Resume
Samenvatting Online Social Media Strategies
- Établissement
- Vrije Universiteit Brussel (VUB)
Samenvatting van de lessen en de hoorcolleges
[Montrer plus]
Vendeur
S'abonner
Aperçu du contenu
Online and Social Media MarketingInhoud
Online and Social Media Marketing........................................................................................................1
1.Introduction: Online and Social Media Marketing...........................................................................2
2. Social Media Strategies:..................................................................................................................2
2.1 Foundations of Social Media.....................................................................................................2
Chapter 1. The Social Media Environment (HB: pg 1-35)................................................................2
Online advertising: online module......................................................................................................8
‘Sustainability marketing’.................................................................................................................10
3. Chapter 2. Social consumers.........................................................................................................15
Social media marketing strategy.......................................................................................................20
Chapter 5: Tactical Planning and execution......................................................................................25
PFAP case study................................................................................................................................27
Chapter 3: Network structures and group influences in social media..............................................27
Chapter 6: the social community zone.............................................................................................31
Chapter 7: Social publishing..............................................................................................................35
Chapter 8: Social entertainment (less extensive zone).....................................................................40
Chapter 9: Social commerce.............................................................................................................40
Chapter 10 Social media research....................................................................................................43
Chapter 11 Social Media metrics......................................................................................................45
Kathy Stoffen: digital communication...............................................................................................48
,1.Introduction: Online and Social Media Marketing
Online and social media strategies
!!SEM= the science and art of getting targeted traffic (free and paid) to your website from search
engine= Search Engine Marketing
SEO: keywords (not paid) = (LT) : improving your website and its structure to make your site
more ‘findable’ and increase your ranking in an organic search
SEA: paid advertisements in Google, linked to certain keywords company pays when clicked
on the ad -> compared shopping services = vindbaarheid waar je voor moet betalen (direct
vanboven) PPC: pay per click: you pay when the surfer clicks on the advertisement
!!SMM= getting targeted traffic (free and paid) to your website from social media = Social Media
Marketing
SMO: content building strategy for user engagement -> vb engagement creëeren, chatbots,
info…blogging, posting status updates on social media profiles, participation in discussion
groups, social bookmarking, virals, online reputation management, user rating/polling, user
feedback
SMA: vb relevante ads for kids clothing (=paid advertising)
Focus on Social Media marketing
• Online marketing is about reaching and engaging people= the core of social media
•The infrastructure of social media enables user empowerment -> users can engage however they
want
•Innovative strategies in a young domain
2. Social Media Strategies:
2.1 Foundations of Social Media
Chapter 1. The Social Media Environment (HB: pg 1-35)
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”.
Built on a philosophy of participation: how? Network? What activities
!! ex: The social Media Value Chain
Internet, web,
crowdsourcing(wiki)
Fb, company’s
Smartphones
,A vehicle = specific channel for example fb (a medium)
The web as platform:
•From web 1.0. to 2.0. (and 3.0)
•Web 1.0. -> network of information (1993)
•Web 2.0. -> network of people (2004)
•Web 3.0. -> semantic web (collaboration of people and machines, AI, 3D graphics,..) = us now!
•The social web -network effect (cfr. Telephone) (WhatsApp -> Signal)
•Value of crowdsourcing (=the practice of obtaining information or input into a task or project by
enlisting the services of a large number of people, either paid or unpaid, typically via the internet)
•Tuten: Today web 2.x., but social media will eventually support full collective intelligence
Social software:
•Computer programs that enable to interact, create and share data online
•Apps or widgets
•Social services: application service sites – APIs (=application programming interface) -> bericht dat
wordt verzonden en antwoord dat terug wordt verstuurd vb. ober in restaurant: interactie met
database -> takes your request & tells the system what you want and than returns the respond back
to you
=The messager that takes requests and tells the system what you want to do & then returns the
respond back to you
•Chatbot
•Recommendation algorithms
Chatbots
Devices:
•Connected devices
•Wearables
•Internet of things gateways to make devices smart
People:
•Professional and non-professional users
•Citizen journalism, user-generated content
•Citizen advertisers
•Bloggers/Vloggers
•Commercial and non-commercial organizations
, -> social media empower users
-> Principle of shared participation
!! ex: The zones of Social Media
A. Social Community
sharing, conversing, socializing
Interaction and collaboration- networking as primary orientation
•Channels: social network sites, message boards, forums, wikis
•Social identity, social presence, connections
•Synchronous vs asynchronous communication
•Permanent or temporary content
Examples vehicles: fb, LinkedIn, Google Plus, Twitter
B. Social publishing
UGC, editorials, commercials
• Primary orientation: knowledge-sharing
• The production and issuance of content for distribution via social publishing sites
• Easy sharing of UGC – democratized content production and sharing
• 4 categories of social publishers:
- Individual users
- Independent professionals
- Professional contributors associated with organisations
- Brands (as part of content marketing strategy)
• Channels: blogs (blogger/technoci), microsharing sites (e.g. twitter), media sharing sites (e.g.
youtube, Flickr, slideshare), social bookmarking (Diigo) and news sites
• Also enable participation and sharing
C. Social entertainment
Art, games, music
•Primary orientation: entertainment-sharing
•Events, performances and recreational activities
•Channels: Social games, social music, video and social television (vb. Tiktok)
Vehicle: MySpace
D. Social Commerce
HR, retail/sales, CRM
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur eliseverdegem. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour €6,39. Vous n'êtes lié à rien après votre achat.
Peut-on faire confiance à Stuvia ?
4.6 étoiles sur Google & Trustpilot (+1000 avis)
50064 résumés ont été vendus ces 30 derniers jours
Fondée en 2010, la référence pour acheter des résumés depuis déjà 14 ans