THE HORIZONTAL REVOLUTION

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Learning Objectives

What are social media? How are social media similar to traditional media?

What are the major zones associated with social media?

What is Web 2.0? What are its defining characteristics? How does Web 2.0 add value to Web 1.0?

Social Media Marketing, 2e© 1-2© Tracy L. Tuten and Michael R. Solomon 2015

Learning Objectives (2)

How does the Social Media Value Chain explain the relationships among the Internet, social media channels, social software, and the devices we use for access and participation?

What is social media marketing? What role does participation play in social media marketing?

What marketing objectives can organizations meet when they incorporate social media in their marketing mix?

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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What are Social Media?

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.

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Mind-boggling Social Media Stats Time to reach 50 million users:

Radio = 38 years TV = 13 years Internet =4 years Facebook = 100 million users in under 9 months.

Social media is the #1 online activity worldwide. 94% of companies use LinkedIn as their primary

recruiting tool. 1 out of 6 couples married in 2013 met on a social

media site. 4 billion pieces of content shared daily on

Facebook.

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Figure 1.1 Fun Facts of Social Sites

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It’s About Participation

How do people participate? Post a status update Create a blog Use a group deal Share a micro-post with your network Make a video and share it Play social games …

How do YOU participate?

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Figure 1.2: Zones of Social Media

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Figure 1.3 Exemplar Vehicles in the Zones

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Web 2.0: The Defining Characteristics of Social

Media Web as platform User participation and user-generated

content Crowdsourcing Network effects Scalability Perpetual beta Reputation economy

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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From Web 1.0 to Web 2.0

Web 1.0 DoubleClick Ofoto Britannica Personal websites Domain names Content management Directories (taxonomy) Sticky sites

Web 2.0 Google AdSense Flickr Wikipedia Blogs SEO Wikis Tagging

(folksonomy) Content syndication

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Hashtags and Tagging

How are you using tags?

Where?

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Figure 1.5 The Social Media Value Chain

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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A “Dark Side” Discussion:Could You Give It Up?

The Challenge: No social media for 24 hours

How would you feel?

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What is Social Media Marketing?

Social media marketing is the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders.

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Figure 1.6 Evolution of Marketing Communications

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Figure 1.7 Brand Applications Across the Zones

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Table 1.2 Types of Media

Zone Paid Media Earned Media

Owned Media

Social community

Ads Conversations,shared content,influence impressions,likes, fans

Controlled profiles

Social publishing

Endorsements, branded channels

Embeds, comments, shares, links, search rankings

Corporate blogs, branded media sharing sites

Social entertainment

Social game ads

In-game interactions

Advergames, branded ARGs

Social commerce

Sales promotions

Reviews/ratings,referrals, group buys, social shopping

Social storefronts

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Marketing Objectives and Social Media

Increase awareness Influence desire Encourage trial Facilitate purchase Cement brand loyalty Recover from service failures

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The LARA Framework

Listen to customer conversations Analyze conversations Relate information within enterprise

systems Act on customer conversations

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Social Media Marketing Jobs

Editor Marketing Manager Coordinator Director Specialist Strategist Intern

See Table 1.3 for sample job

descriptions!

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Bytes to Bucks: Chipotle

Chipotle’s “The Scarecrow Campaign” is an example of a brand leveraging social media across paid, earned, and owned media.

Visit www.scarecrowgame.com to see the film and game.

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Recap and Questions

What is social media? What is social media marketing?

What are the Zones of Social Media Marketing?

How does Web 2.0 differ from Web 1.0? How does the Social Media Value Chain

explain the social media landscape? What marketing objectives can brands

meet using social media marketing?

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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