This document includes a summary of all reading materials (e.g. academic journals, research paper, conference press) mandatory for the exam and structured as follows: introduction, findings, conclusion and practical implications. This summary is thorough and detailed enough to successfully pass the...
Social Media Marketing
Week 1- What is Social Media Marketing
Lecture 1
(Summaries of Article 1,2 + CP)
Social Media Definition:
- There are a lot of dimensions and facets to social media, the interesting aspect of SM is the
many to many aspects of it, which makes it unique and different from other marketing
channels
- Other forms of media are one to many compared to SM who is many to many. A lot of mass
media are one to many. Email however for example can also be one to one communication
- SM differentiate itself also from the fact that users can own a page. The relationship aspect of
SM is different than other mass media because people can build a following and maintain
relationship through social media.
- SM is so different that it has substantially affected marketing practices. A lot of marketing
teams had to undergo massive transition when SM came to place
,Explanation
- Own page + many to many means that SM can be defined as 3 social media types
1. Paid social: this is where the brand pays for the access to an audience
2. Owned social: refers to pages that have accumulated their own audience, which
allows them to communicate to their audience for free
3. Earned social: is when you as a brand achieve media for free e.g. WOM. It often
happens on other media pages through referrals and WOM. Brands like earned social
because it increases the reach of the existing target audience. There is a bigger
potential to reach a larger audience
SME Definition
What influence consumer to engage with a brand. Not two friends who are chatting with one another
but rather looking at how to increase SME with you brand, from a business perspective
- Brands that participate in social media channels is not IG or facebook but more DTC brands
that are operating on SM channel
- Brand engagement is not a term that is limited to SM. Its a behavioural, relationship and
psychological proces
- Keller Model CBBE - looks at brand engagement from relationship terms
- Brand Identity: Awareness
- Brand Meaning: Association (rational)
- Brand Response: Attitudes (emotions)
- Brand Resonance: Attachment + Activity
- High vs Low engagement
- Engagement can be depicted at different levels
- Low engagement happens a lot on traditional media incl. SM wherebz consumers just
consume a brand social media content without being proactive on it
- High social engagement is where the would create social content for a brand (e.g.
influencer)
- Loyalty vs Engagement
- Loyalty is sometimes seen as a step further than engagement
- This course will mostly focus on engagement
- CP says that there is a hierarchical relationship between engagement and loyalty.
Before we can feel loyalty for someone we need to have lots of engagement and
experiences with someone.
SME Framework
Article 1 Muntinga 2011- Summary
Breaks down SME into 3 types of engagement
- Consumption (passive): minimum level of engagement and refers to consumers who
passively consume the content
- Reading blogs, following brands
- Contribution (responding): peer to peer content interaction about a brand (you talking to the
brand or you talking about the brand to others). Reactive to a content
- Commenting on post related to the brand
- Sharing post and liking pictures
- Creation (proactive and reposting somewhere else): when consumers create new content
about the brand and it represent the highest engagement type. Proactively creating a content
- Initiate post on social networks, write review and post videos that show the brand
(usually the work that influencer do)
, It assumes that there is a hierarchical relationship between these three concepts.
People when experience a brand for the first time do not feel comfortable creating SME but rather
consume the content first, then contribute and create in the future
Note. even though the relationship is hierarchical it doesn’t mean that once a consumer is a creator it
wont be a consumer anymore. People can switch between all these stages for different brands and
different points of time
This article seeks to understand what social activities are example of consumption, contribution and
creation and show how SME can be broken down and defined as such because it has concrete
example that define it.
Antecedents and influencing factors of SME (see CP)
Brand
- Relationship with the brand
Users
- Educational background
- Cultural background
Technical
- Time of the day
- Length of a post
Content
- How we perceive it
- How much we enjoy the content the brand is producing etc
Factors that influence SME
- What: how to measure it
- Why: motivational factors
- We: individual personalities and cultural background
- WHO: who is the source of the content (e.g. influencers, media agency)
- HOW: content and messaging, use of emojis, humour, images, texts
- WHEN +WHERE: time of the day and different social media platforms
- BRAND RELATIONSHIP: how we feel about a brand
Seminar 1 Notes
Big Idea is at the root of a creative concept
A creative concept is the underlying theme of your brand and campaigns
- With you assignment you are going to have to pretend what the creative concept and big idea
is as if you are working for TOMS
- Define the target audience
- Generate Target audience insights
- Practice assignment requires you to look at TOMS define, analyse the big idea and use the
contagious workbook as a guidance.
- You only need to write a report for the practice assignment (not graded) and the final
assignment
- Concept = big idea - connects with the target audience insight
- Ideas = associations you want to have with you big idea
- Message = statement that uses the ideas to explain the big idea
- Visual representation = reflects the big idea in a visual form
, Article 1 (Schivinski) Measuring Consumer Engagement with Brand Related Social
Media Content
Introduction
SM sites, compared to their static counterparts, are interactive and have become important in
consumers lives and influence their communication habits - they engage and share things with their
friends on a day to day basis, changing the ways consumer engage with brands overall.
- Goal: develop a scale that measures CE with brand related content and differentiates bw
levels and types of engagement with brands on SM.
- Measuring engagement with brand related SM content rather than mere engagement
- Defining and measuring engagement as a behavioural construct rather than an
affective/cognitive and behavioural one
Literature review
- Consumers interest with brands on the internet began in 1990s when people started using
yahoo and bulletin boards
- The development of internet technology is at the source of the emergence of blogs, wikis,
media sharing sites, SN sties which have extended th manner and depth of consumer-brand
interaction
- CE with Brand related SM content: a set of brand related online activities on the part of the
consumer that vary in the degree to which the consumer interacts with social media and
engages in the consumption, contribution and creation of media content.
1. Consumption: passive participation in networks and online brand
communities; incl. Brand related content that is firm created and UGC
2. Contribution: incl. Peer to peer and peer to content interactions about
brands and reflect the consumers contribution to brand related content
through participation in media previously created by either company or
another individual.
3. Creation: involves consumers creation and online publication of brand
related content
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