Samenvatting
Summary Social Media Marketing - Articles
- Instelling
- Tilburg University (UVT)
Summary of all the recommended readings for the course Social Media Marketing.
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Voorbeeld 3 van de 28 pagina's
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Door: manonrutgers • 5 jaar geleden
Voorbeeld van de inhoud
Artikelen1 Kaplan en Heanlein Uitdagingen en kansen voor social media
2* Mutinga, Moorman, Smits Motivaties voor het gebruik van social media
3* Kietzmann, Hermkens, Functionele blokken social media
McCarthy, Silvestre
4 Jahn, Kunz Consumenten naar fans
5 Goh, Heng, Lin Impact van user- en marketeer-generated content
6 Friestad, Wright Persuasion Knowledge Model
7 Van Noort, Anteunis, Van Overtuigingskracht social media campagnes
Reijmersdal
8* Wang, Yu, Wei Consumenten socialisatie framework
9* Antheunis, Van Noort Personalisatie
10* Tuten, Ashley Social advergames
11 Lee, Watkins Invloed van vloggers
12 Chapple, Cownie Gesponsorde content en geloofwaardigheid
13* Boerman, Kruikemeier Gepromote tweets
14* Van Reijmersdal, Fransen, Resistance strategie medieert efect op overtuiging
Van Noort, Opree,
Vandeberg
15* Jin, Phua Invloed twitter gebaseerde eWOM op consumenten
16 Gensler, Volckner, Liu- Management van merken in social media omgeving
Thompskins
17 Erdogmus, Cicek Invloed social media marketing op merk loyaliteit
18* Laroche, Habibi, Richard Invloed social media op merk loyaliteit
Artikel 1
Social Media can be seen as an evolution back to the Internet's roots, since it retransforms the World Wide
Web to what it was initially created for: a platform to facilitate information exchange between users.
Technical advances that have been made now enable a form of virtual content sharing.
- 1959 = Era of Social Media started with "Open Diary" (brought together online diary writers into one
community).
- 1979 = Creation Usenet (discussion system that allowed Internet users to post public messages).
- 2003 = Creation of MySpace and Facebook.
- Most recent addition: virtual worlds (computer-based simulated environments inhabited by 3D
avatars).
Web 2.0 (2004): Platform for the evolution of SM, content and applications are no longer created and
published by individuals, but instead are continuously modifed by all users in a participatory and
collaborative fashion (blogs and wikis). Needed:
- Adobe Flash (method for adding animation, interactivity, audio/video streams)
- RSS (family of web feed formats used to publish frequently updated content, such as blog entries or
news headlines)
- AJAX (technique to retrieve data from web servers asynchronously, allowing the update of web content
without interfering with the display and behavior of whole page).
UGC (2005): Sum of all ways in which people use SM; various forms of media content that are publicly available
and created by end-users.
- Needs to be published either on a publicly accessible website or on a social networking site
accessible to a selected group of people (excludes content exchanged in e-mails/instant messages);
- Needs to show a certain amount of creative efort (excludes mere replications of already existing
content);
- Needs to have been created outside of professional routines and practices (excludes all content
created with a commercial market context in mind).
Diference now: combination of technological drivers, economic drivers, and social drivers.
Formal defnition of iM: a group of Internet-based applications that build on the ideological and technological
foundations of Web 2.0, and that allow the creation and exchange of UGC.
Digital natives and screenagers: younger age groups with more technical knowledge and willingness to
engage online.
SM application categorizing: important that scheme takes into account applications which may be forthcoming.
To create such a classifcation scheme, rely on set of theories in feld of media research (social presence, media
richness) and social processes (self-presentation, self-disclosure) (two key elements of SM).
- First classifcation: based on richness of medium and degree of social presence it allows.
- Second classifcation: based on the degree of self-disclosure it requires and the type of self-
presentation it allows.
,iocial presence theory (Short, Williams, & Christie) states that media difer in degree of social presence they
allow to emerge between two communication partners (defned as the acoustic, visual, and physical contact
that can be achieved).
Infuenced by intimacy (interpersonal vs. mediated) and immediacy (asynchronous vs. synchronous) of
medium and can be expected to be lower for mediated (telephone conversation) than interpersonal (face-
to-face) and for asynchronous (email) and synchronous (live chat) communications.
The higher the social presence, the larger the social infuence that the communication
partners have on each other's behavior.
Media richness theory (Daft & Lengel) is based on the assumption of ambiguity and the reduction of
uncertainty. Media difer in degree of information they allow to be transmitted in a given time interval -
therefore some media are more efective than others in resolving ambiguity and uncertainty.
ielf-presentation (Gofman) states that in any type of social interaction people have the desire to control
impressions other people form of them. Done with the objective of infuencing others to gain rewards or driven
by a wish to create an image that is consistent with one's personal identity. Usually done through self-disclosure
(conscious or unconscious revelation of personal information that is consistent with the image one would like to
give). Critical step in development of close relationships but can also occur between complete strangers.
Types of iM
- Collaborative projects: websites which allow users to add, remove, and change text-based content,
which enable the group-based collection and rating of Internet links or media content. Main idea
underlying: joint efort of many actors leads to a better outcome than any actor could achieve
individually. Becoming the main source of information for many consumers, and it is believed to be true.
Example: Wikipedia, Delicious.
- Blogs: display date-stamped entries in reverse chronological order, providing the possibility of
interaction with others through the addition of comments. Companies use blogs to update employees,
customers, and shareholders on developments they consider to be important (improve transparancy).
Risk: Customers who turn out to be dissatisfed by company's oferings may decide to engage in virtual
complaints in form of protest websites or blogs and staf members writing negatively about the frm.
- Content communities: sharing of media content between users. Users are not required to create a
personal profle page. Examples: Flickr, YouTube, Slideshare.
Risk: being used as platforms for the sharing of copyright-protected materials. However, high popularity
of content communities makes them a very attractive contact channel for many frms.
- iocial networking sites: enable users to connect by creating personal information profles, inviting
friends and colleagues to have access to those profles, and sending e-mails and instant messages
between each other. Example: Facebook.
- Virtual worlds: users can appear in the form of personalized avatars and interact with each other as
they would do in real life. Virtual worlds have the highest level of social presence and media richness of
all applications.
Virtual game worlds: require their users to behave according to strict rules in the context of a massively
multiplayer online role-playing game. Rules limit the degree of self-presentation and self-disclosure
possible, although some users spend so much time with these applications that their character start to
more and more resemble their real-life personality. Example: World of Warcraft.
- Virtual social worlds: behavior more freely and live a virtual life similar to their real life. No rules
restricting the range of possible interactions, except for basic physical laws such as gravity. This allows
for an unlimited range of self-presentation. Example: Second Life application.
5 points of using iM:
1. Choose carefully: being active is one key requirement of success. Media application attracts certain
group of people and frms should be active wherever their customers are present. There may be
situations whereby certain features are necessary to ensure efective communication, and these features
are only ofered by one specifc application.
2. Pick the application, make it your own: know which game you're playing. Join and beneft from its
popularity and user base is an option. In some cases, the right application is not available yet. Vital that
there is an understanding of the basic idea behind SM. It's all about the participation, sharing, and
collaboration, rather than straightforward advertising and selling.
3. Ensure activity alignment: crucial to ensure that your SM activities are all aligned with each other.
One goal of communication is the resolution of ambiguity and reduction of uncertainty, and nothing is
more confusing than contradicting messages across diferent channels.
4. Media plan integration: SM and traditional media, integration is the key (your corporate image).
Besides the high impact/low cost media coverage, the campaigns also result in a measureable sales
uplift.
5. Access for all: check that all employees actually access them.
5 points of being social:
, 1. Be active: take the lead and be active, ensure that content is fresh and that you engage in discussions
with your customers. SM is less about explaining why your baking mix is better than anyone else's. It is
about engaging others in open and active conversation. Participants have the desire to actively engage
and to become both producers and consumers of information (= prosumers).
2. Be interesting: listen, develop and post content that fts the expectations.
3. Be humble: discover, learn about history and basic rules of the application. Interaction and feedback
are critical elements of all SM, blogs included.
4. Be unprofessional: avoid overly-professional content oferings, blend in with others.
5. Be honest: respect the rules of the game, do not force your way in.
New trend: Mobile Web 2.0: characterized by open standards and fat-rate systems. All items around you will be
equipped with Radio Frequency Identifcation (RFID) tags that will be able to automatically connect to your
mobile phone and send URLs to them (= laying the groundwork for moving SM away from PC to mobile devices).
Artikel 2*
COBRAs: consumers' online brand-related activities.
- Understanding people's motivations to engage in brand-related social media use is imperative to
efectively anticipate and direct consequences of COBRAs.
- Motivations of COBRA types: consuming, contributing, creating.
COBRA concept: behavioral construct that provides a unifying framework to think about consumer activity
pertaining to brand-related content on social media platforms.
- Conjoins concepts that describe idiosyncratic online behavioral phenomena:
- Electronic word-of-mouth (eWOM) is associated with online consumer-to-consumer
interactions about brand;
- User-generated content = content produced and uploaded by consumers rather than
companies.
- Encompasses early typologies of consumer behavior in computer-mediated environments (distinction
between experience- and goal-orientated activities).
- COBRA concept allows us to collectively investigate and compare behaviors that were previously
investigated only separately.
COBRAs antecedents: consumers' motivations for engaging with brand-related content on social media.
Infuencing website efectiveness, attitudes towards brands and advertisements, and purchase behavior.
Existing typologies of online consumer behavior: categorize behavior into various user types.
- Mathwick: four internet user types: lurkers (observe other people's conducts and contributions on
online communities), socialisers (engage with other people, provide feedback and maintain
relationships), personal connectors, and transactional community members.
- Li and Bernof: inactives, spectators, joiners, collectors, critics, and creators.
But, limited in sense than people often engage in multiple roles. User typologies thus are
oversimplifcations of reality, typologies that classify behavior into usage types are not (assuming people
engage in more than one behavior).
- Exception: ihao: activeness of social media use into account. High to low brand-related activity.
COBRAs took uses and gratifcations as perspective on social media: examines media efects from
viewpoint of individual user (how and why people use media: how people are active and selective in
their media use). Consequences behavior: gratifcations obtained. Motivations here are understood as
gratifcations sought: if media behavior is a means to attain a goal, then motivation is the activation
of that goal-directed behavior.
The list of media motivations and U&G categories carries on expanding.
- Lasswell: media serve three functions: surveillance of environment, correlation of components
of society and transmission of social heritage.
- McQuail: four gratifcation categories: diversion, personal relationships, personal identity, and
surveillance. Updated to: entertainment (enjoyment and relaxation), integration and social
interaction, personal identity and information.
- Extra to McQuail's classifcation: remuneration and empowerment.
Entertainment: escaping or being diverted from problems or routine.
Integration and social interaction: sub-motivations: sense of belonging, connecting with friends, etc.,
seeking support/emotional support, substituting real-life companionship. Social identifcation plays a major role
in people's contributions to social network sites, social interaction is motivator of creating UGC.
Personal identity: related to the self; gaining insight into one's self; reinforcing personal value; identifying
with and gaining recognition from peers. Impression management and identity expression are motivators of
using SNS.
Information: opinion and advice seeking, information exchange and surveillance.
Remuneration: driver of contributing to online communities; engaging in social media use because they
expect to gain some kind of future reward (economic incentives: money, prize; job-related benefts; personal
wants: specifc software).
Empowerment: using social media to exert their infuence or power on other people or companies. 'Enforcing
service excellence' is driver of participation in online travel communities.
- Diferent COBRAs are driven by diferent motivations;
- All motivations for COBRAs have been discovered.
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