A summary that consists of the notes I took during the class and a summary of the chapters in the book. The questions for the exam are listed in this document as well but are not answered.
Summary Online and Social Media Strategies
14 February – Class 1............................................................................................................................... 5
SEO, SEA, SEM, SMM …? ..................................................................................................................... 5
Why focus on social media marketing ............................................................................................ 5
Foundations of social media marketing .............................................................................................. 5
What are social media? ................................................................................................................... 5
The Social Media Value Chain ......................................................................................................... 6
The zones of social media ............................................................................................................... 8
21 February – Class 2............................................................................................................................. 11
Business model canvas ...................................................................................................................... 11
Monetization and social media ......................................................................................................... 11
Business models and monetization ............................................................................................... 12
Social media marketing ..................................................................................................................... 12
Marketing communication: from top-down to bottom-up........................................................... 12
Social media achieves marketing objectives ................................................................................. 13
Careers in social media...................................................................................................................... 16
28 February – Class 3 (Self-study) ......................................................................................................... 18
Lecture Ionel Naftanaila .................................................................................................................... 18
Business models ............................................................................................................................ 18
How does digital work? ................................................................................................................. 19
Advertising supply chain................................................................................................................ 20
Pricing models ............................................................................................................................... 20
Article: Google to ‘phase out’ third-party cookies in Chrome, but not for two years ...................... 21
Article: What’s the difference between first-party and third-party cookies? .................................. 21
What types of cookies are there? ................................................................................................. 21
Party services that leave cookies .................................................................................................. 22
How do browsers treat first party and third-party cookies?......................................................... 23
First-party cookies used in a third-party context .......................................................................... 23
How to disable third-party cookies? ............................................................................................. 24
The future of first-party and third-party cookies .......................................................................... 24
Video: How cookies can track you..................................................................................................... 24
Video: Website cookies explained .................................................................................................... 24
Video: How an ad is served with real-time bidding (RTB) ................................................................. 25
7 March – Class 4 (Guest Lecture Ibe Delvaux) ..................................................................................... 25
What is sustainability?....................................................................................................................... 25
, What is marketing? ........................................................................................................................... 25
What is sustainability marketing? ..................................................................................................... 26
Sustainability marketing communication.......................................................................................... 26
Sustainability branding .................................................................................................................. 26
Selling sustainability (messages) ................................................................................................... 27
Media............................................................................................................................................. 28
Group assignment: defining opportunities and threats .................................................................... 29
14 March – Class 5................................................................................................................................. 29
Segmentation and targeting for social media marketing.................................................................. 29
Profiling the targeted segments .................................................................................................... 29
Pulling it all together: buyer persona ............................................................................................ 31
Social identity .................................................................................................................................... 31
Social touchpoints: the DNA of social identity .............................................................................. 32
Social footprints............................................................................................................................. 32
Your social brand ........................................................................................................................... 32
Motives and attitudes influencing social media activities ................................................................ 33
Uses and Gratifications Theory ..................................................................................................... 34
Privacy salience: how much do they know and how much do you care? ......................................... 34
Social sharing boundaries .............................................................................................................. 34
Social media segmentation models................................................................................................... 35
Social technographics .................................................................................................................... 35
The social consumption/creation matrix ...................................................................................... 36
A typology of social utility ............................................................................................................. 36
Pew’s internet technology types ................................................................................................... 36
Microblog user types ..................................................................................................................... 36
21 March – Class 6................................................................................................................................. 37
Strategic planning and social media marketing ................................................................................ 37
The phases of social media marketing maturity ........................................................................... 37
Social media campaigns: the strategic planning process .................................................................. 38
Step 1: Situation analysis ............................................................................................................... 38
Step 2: Identify social media marketing objectives and allocate resources ................................. 39
Step 3: Profile the target audience of social consumers ............................................................... 40
28 March – Class 7................................................................................................................................. 40
Social media campaigns: the strategic planning process .................................................................. 40
Step 4: Select social media mix, the zones, channels, and vehicles .............................................. 40
Step 5: Design an experience strategy .......................................................................................... 40
, Step 6: Integrate with other promotional components and establish activation plan ................. 42
Step 7: Execute and measure outcomes ....................................................................................... 42
Managing social media marketing in the organization ..................................................................... 43
The social media policy.................................................................................................................. 43
Tactical planning for social media marketing .................................................................................... 44
Why: value-driven social media marketing ................................................................................... 44
Who: understanding and honouring the target audience ............................................................ 45
Where: the channel plan ............................................................................................................... 45
What: designing the experience.................................................................................................... 47
How: producing and scheduling content posting and promotion ................................................ 50
25 April – Class 8.................................................................................................................................... 52
Community structure ........................................................................................................................ 52
Networks: the underlying structure of communities .................................................................... 52
Social networks.............................................................................................................................. 52
Flow: how ideas travel online............................................................................................................ 53
The characteristics of online communities ....................................................................................... 53
Presence ........................................................................................................................................ 53
Purposive value and social objects ................................................................................................ 53
Standards of behaviour ................................................................................................................. 54
Groups and subcultures ................................................................................................................ 54
Participation .................................................................................................................................. 55
Social capital .................................................................................................................................. 55
The rise of influencers ....................................................................................................................... 56
Influencer monetisation ................................................................................................................ 58
Guidance for influencer advertising .............................................................................................. 58
2 May – Class 9 ...................................................................................................................................... 58
Flow: how ideas travel online............................................................................................................ 58
Word of mouth (WoM) ................................................................................................................. 58
The viral spread of social content ................................................................................................. 59
The four zones of social media: social community ........................................................................... 60
The social community zone ........................................................................................................... 60
Social network activities ................................................................................................................ 61
Marketing applications in the social community zone.................................................................. 61
9 May – Class 10 .................................................................................................................................... 67
The four zones of social media: social publishing ............................................................................. 67
The social publishing zone ............................................................................................................. 67
, Publishing content ......................................................................................................................... 67
Developing effective branded content.......................................................................................... 70
Distributing and promoting content ............................................................................................. 71
The four zones of social media: social entertainment ...................................................................... 74
The social entertainment zone ...................................................................................................... 74
social entertainment and marketing objectives............................................................................ 75
16 May – Class 11 (Self-study)............................................................................................................... 76
Social media analytics ....................................................................................................................... 76
The role of social media in research.............................................................................................. 76
Social media listening: the research process ................................................................................ 77
Research errors and biases............................................................................................................ 79
Is it ethical to mine social conversations? ..................................................................................... 80
Social intelligence .......................................................................................................................... 80
Social media metrics.......................................................................................................................... 81
What matters is measured ............................................................................................................ 81
The DATA approach ....................................................................................................................... 82
Simple ways to start measuring .................................................................................................... 86
16 May – Class 12 (Guest Lecture Kathy Stoffen) ................................................................................. 86
Nordic marketing team ..................................................................................................................... 86
Marketing spend budget ................................................................................................................... 87
Social media strategy of Nordic......................................................................................................... 87
To whom we talk ........................................................................................................................... 87
How we talk on social media: organic ........................................................................................... 88
How we talk on social media: paid ................................................................................................ 89
Content marketing channels ......................................................................................................... 89
Social media monitoring tools ........................................................................................................... 90
Crisis communication ........................................................................................................................ 90
23 May – Class 13 .................................................................................................................................. 91
The four zones of social media: social commerce............................................................................. 91
The zone of social commerce ........................................................................................................ 91
Social commerce and the shopping process ................................................................................. 91
Best practices to leverage social reviews and ratings ................................................................... 94
Questions............................................................................................................................................... 95
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