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Samenvatting Online Social Media Strategies

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  • 23 augustus 2022
  • 49
  • 2020/2021
  • Samenvatting
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eliseverdegem
Online and Social Media Marketing

Inhoud
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

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