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Social Media Marketing - Summary of the book
Summary of the recommended book (by Tuten and Solomon, 2017) for the course Social Media Marketing.
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Voorbeeld van de inhoud
All zones in the social media mix are built on social networks, technologically enabled, and based on theprinciples of shared participation.
Hoofdstuk 1 – The Social Media Environment
Digital natives = born in an era in which digital technology has always existed.
Social media = 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 (so, within complex and rapidly advancing environment).
You can think about social media as the way digital natives live a social life (culture of participation, belief in
democracy, ability to freely interact with other people, companies, organizations, open access to venues, and
more).
Synchronous interactions = occur in real time, text back and forth with friend;
Asynchronous interactions = don't require all participants to respond immediately.
Gen X = 35-49 years old
Millennials = 18-34 years old
Social Media Value Chain = organizes the complex environment of social media into its core components.
Illustrates core activities and the components that make these activities possible. Activities are made possible
by underlying infrastructure of social media's techno-social system: the Web, social channels and
vehicles, the software that provides programming, devices we use, and participants.
Internet is network of connected data servers. Web was network of connected information. Web 1.0 was
era of cognition, in which network of data producers served information to passive consumers. Web 2.0 marked
a shift by connecting networks of people (developments in online technology that enable interactive capabilities
in an environment characterized by user control, freedom and dialogue).
Network efect = each additional user adds value for all users. Enable organizations to leverage the value of
crowdsourcing (= process that harnesses the collective knowledge of large group of people to solve problems
and complete tasks). Network efect ensures that there is sufcient participation for crowdsourced solution to be
a good one.
Web 3.0 = the Semantic Web. This iteration makes it possible for people and machines to collaborate. Social
media will eventually serve to support collective intelligence. The capture of user-generated data, and the
mining and processing of big data is not yet fully realized.
Apps, also known as widgets, are types of social software. Social software also encompasses application
service sites that we call social services.
Algorithms = personalize the content you see in your news feed, recommend friend connections, and more.
Devices = pieces of equipment we use to access Internet and range of activities in which we participate online.
Hardware devices: tablet PCs, smartphones, smartwatches, Internet-connected game consoles,
traditional laptops, televisions.
Connected devices: smartphones and other smart devices (provide mobile access to social media), so
also cars, refrigerators, etc.
Wearables: smart devices that can be carried or worn on one's body (Fitbit, Snapchat Spectators).
By using Internet of Things gateway, devices that aren't smart can become so. Internet of Things (IoT):
paradigm in which all objects around us could be connected anytime and anywhere. Gateways are devices that
can facilitate connection for objects without network capabilities.
As a techno-social system, other participants include businesses, brand, government organizations, community
groups, media companies, content producers, and so on.
The Zones of Social Media
Media = means of communication.
, Mass media = means of communication that can reach large number of individuals (broadcast, print,
digital channels);
Personal media = capable of two-way communication on small scale (email, surface phone,
telephone, face-to-face conversations).
Communication travels through medium (WOM, television, radio, etc.) and within each medium, marketers
choose specifc vehicles to place a message. For example, within the medium of television, marketers may
choose The Walking Dead as one vehicle to broadcast their message. Cosmopolitan and Fast Company are
vehicles for magazine medium. Social media are socially enabled online channels, and like other media,
there are numerous vehicles within each channel.
We can organize the social media space into a compact space that consists of four zones of social media: Social
Community, Social Publishing, Social Entertainment, Social Commerce.
1. Social community
Describe channels of social media that focus upon relationships and common activities people
participate in with others who share same interest or identifcation. Interaction and collaboration for
relationship building and maintenance are primary reason people engage in these activities. Channels:
social network sites, message boards, forums, and wikis.
SNS = Social network sites are online hosts that enable site members to construct and maintain profles,
identify other members with whom they are connected and participate by consuming, producing or
interacting with content provided by their connections. Ofers synchronous and asynchronous forms of
communication and resulting content may be permanent or temporary (Snapchat). SNS exist to meet the
needs of their users and many provide niche communities.
o Enhance social identity;
o Maintain social presence in community (indicate availability).
2. Social Publishing
Production and issuance of content for distribution via social publishing sites. Hosting content while also
enabling audience participation and sharing. Share content (UGC) without barriers and gatekeeping
publishing and broadcast models.
Social publishers:
o Individual users;
o Independent professionals;
o Professional contributors associated with organizations such as news media;
o Brands (promotion mode in content marketing campaigns).
3. Social Entertainment
Encompasses events, performances, and activities designed to provide the audience with pleasure and
enjoyment, experienced and shared using social media. Distinction between social publishing and social
entertainment is the orientation: knowledge-sharing versus entertainment-sharing.
4. Social Commerce
Refers to the use of social media in the online shopping, buying and selling products/services.
Social shopping = the active participation and infuence of others on a consumer's decision-making
process, typically in the form of opinions, recommendations, and experiences shared via social media.
Channels include reviews and ratings (Yelp), deal sites (Groupon), deal aggregators (into personalized
deal feeds), social shopping markets (online malls), social storefronts (online retail stores that sometimes
work with Facebook for social capabilities), community marketplaces (Etsy) and social networks with
sales conversion functionality.
Monetization
Social media providers need a monetization strategy (= how business earns revenue). Most social media
sites use strategy of earning revenues from selling ad space.
Google derives most of the revenue from its widely used search engine, from the fees it charges
advertisers to put their messages on the results pages.
, eBay derives money by taking a cut of the proceeds each time a seller flls an order from a buyer on its
merchandise page.
Media providers (e.g., ABC, CBS, FOX) and media conglomerates (e.g., Disney, Viacom, Time Warner) have
relied heavily on a business model called the interruption-disruption model. Goal: create programming that
is interesting enough to attract people to watch/listen to it. Then, bring commercial message.
The monetization strategy relies upon attracting as many people as possible to content; the more who
pay attention, the more the programmer can charge for the right to insert messages in that vehicle.
Psychic income = perceived value that is not expressed in monetary form.
Social currency = people and brands need to earn a reputation from providing high value.
Marketing = the activity, set of institutions, processes for creating, communicating, delivering, and exchanging
oferings that have value for customers, society, etc. Classic view is that organizations accomplish this with a
marketing mix (5 Ps): Product, Place, Promotion, Participation and Price.
Traditional marketing: focuses on push marketing (one-way communication delivered to target audience).
Boundary spanners (employees who directly interact with customers) mediate the dialogues. Brand message
is controlled in a top-down manner by brand leadership within the organization.
Micro market = group of consumers once considered too small and inaccessible for marketers to pursue.
Because of e-commerce, marketers are allowed to ofer niche products that appeal small, specialized groups of
people.
Many applied the familiar traditional marketing mix (4 Ps) to the digital domain (= tradigital marketing). Still
vertical communication, one-way mass communication, impersonal and delivered from one to many.
Culture of marketing has switched to an informal one focused on the belief that customers are in control. The
purpose of a business is to create a customer who create other customers. That participation is the process in
the new 5th P of marketing.
Shift from traditional marketing, towards tradigital marketing, towards social media marketing.
Marketing objectives: promotion and branding
1. Extend and leverage the brand's media coverage;
2. Infuence consumer throughout decision-making process.
Marketers have three core types of media: paid, owned and earned media.
Paid media: purchasing space to deliver messages and securing endorsements (advertising). Public
relations (= generating positive publicity and goodwill) may also utilize paid media in the form of
sponsorships. Other examples: television commercials, radio ads, magazine ads, newspaper ads, and
search engine marketing (SEM).
Owned media: channels the brand controls. Corporate websites, e-commerce sites, corporate blogs,
advergames, alternate reality games.
Earned media: those messages that are distributed at no direct cost of the company and by methods
beyond control of company. Word-of-mouth communication (influence impressions) and publicity.
Through press releases and paid channels, participate in community events and causes, create stunts,
ofer service.
Missing category: social embassies. Facebook dictates the type of content that can be posted. This
distinction when media source is "free" has become more relevant as Facebook have favored paid
advertisers in news feed announcements over organic posts.
Zone Paid media Earned media Owned media Applications
Social (native) Ads Conversations in Brand-owned social Building
communities Paid infuencers communities networks brand/consumer
Shared content relationships
Infuence impressions Promoting a
Likes, followers, fans presence
Marketing research
Social Endorsements Embeds Corporate blogs Blogging
publishing Sponsored content Comments Branded content Sharing branded
Branded channels in Shares Brand-controlled content
media sharing sites Links media sharing sites Advertising/PR
Search rankings Re-sharing
Social Ads in games/social In-game interactions Advergames Enabling play
entertainment entertainment sites Engagement in social Branded ARGs Branded
Sponsored social TV Branded entertainment
, entertainment entertainment
experiences
Social Sales promotions Reviews and ratings Social storefronts Buying and selling
commerce Retargeted ads on Recommendations Servicing
social sites and referrals Managing
Group buys Converting to
Social shopping transactions
interactions
Stages purchase process
Increase awareness: by integrating social media into marketing mix (Knorr's #LoveAtFirstTaste
campaign);
Influence desire: persuade sense of desire (post every collection online);
Encourage trial: sampling (ofer free trials);
Facilitate purchase: social media as distribution channel and venue for sales promotion, deals and
group ofers.
Cement brand loyalty: engaging activities for consumers that can ensure they spend more time with
brand (social games with ofering rewards for loyal visitors).
CRM focus on what we do with a customer after the frst sale (more difcult to attract new customers than to
keep old ones).
Social CRM: for example use Twitter to monitor trending topics and pre-empt problems if they fnd a lot of
people are tweeting about them.
Service recovery (with LARA framework):
Listen to customer conversations;
Analyze those conversations;
Relate information to existing information within enterprise;
Act on those customer conversations.
Social media marketing activity is called social listening.
Social commerce zone = when brands use social media marketing as a retailing space, creating a venue for
and/or encourage consumer reviews and ratings of products, and enable applications that help friends shop
together online.
Algorithmics = Internet runs on algorithms and all online searching is accomplished through them. Algorithms
are responsible for whether people you may wish to friend on Facebook, programs to watch on Netfix, etc.
However, criminals exploit algorithms for hacking and cyberattacks. Algorithms are written to optimize
efciency and proftability without much thought about the possible societal impacts of the data modeling and
analysis.
Fear: that algorithms makes it too convenient for people to follow the advice of an algorithm, turning
these algorithms into self-fulflling prophecies, and users into zombies.
Algorithms can limit our exposure to new information and diferent experiences, while infuencing our
beliefs and emotions with content served.
In time, we adopt a very distorted view of the world. And limited in new experiences.
Jobs
Social Media Marketing Manager:
o Develop plans to engage and acquire superior recommendations/content for services;
o Execute viral marketing plan, engage bloggers and neighborhood leaders;
o Ability to select very best sources of superior best of the best service recommendations.
Social Media Insights Analyst:
o Listen, monitor, and analyze social media content to create reports which include metrics and
insights which help the client to make business decisions and drive strategies;
o Present repors and measurement frameworks;
o Assist in training and mentoring new team members;
o Maintain familiarity with social media tools;
o Create advanced queries to glean insights for research reports.
Social Media Assistant:
o Write awesome social media posts;
o Create Instagram imagery;
o Assist other agency projects;
o Leverage social media tools to streamline your day;
o Create and upload content.
Social Media Marketing Specialist:
o Develop social media content for variety of clients in wide array of felds;
o Work with web development team to create content for pages;
o Ofer strategic input for campaign execution;
o Create Facebook and Instagram ad campaigns.
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