3. Chapter Objectives (cont.)
What are the major media channels associated
with social media?
What is social software?
Why is social media valuable to marketers?
What marketing objectives can organizations
meet when they incorporate social media in
their marketing mix?
The term Digital Native originated in a 2001 article by Marc Prensky entitled “Digital Natives, Digital Immigrants. ”He tried to explain a new type of student who was starting to enter educational institutions. These students were born in an era in which digital technology had always existed. You and your fellow Digital Natives grew up “wired” in a highly networked, always-on world.
Widespread access to devices like personal computers, digital video and audio recorders, webcams, and smartphones ensures that consumers who live in virtually any part of the world can create and share content.
Synchronous interactions: Facebook is an example as is texting back-and-forth with a friend. Asynchronous interactions: Email is a good example; you email a friend today and get a response tomorrow. Also, e-retailing, photo sharing and games are examples.
A community that got its start as a social network, Facebook offers functionality far beyond basic relationship-building. It competes with social channels ranging from video and photo sharing to blogs to e-commerce sites.
Mass media (means of communication that can reach a large number of individuals) such as broadcast, print, and digital channels. Personal media (channels capable of two-way communications on a small scale) such as email, surface mail, telephone, and face-to-face conversations.
For instance, within the medium of television, marketers may choose How I Met Your Mother as one vehicle to broadcast their message. Cosmopolitan and BusinessWeek are vehicles for the magazine medium. Social media also have a set of online channels with numerous vehicles within each channel.
Social communities feature two-way and multi-way communication, conversation, collaboration, and the sharing of experiences and resources.
Connections , who might be called friends, followers, or fans, communicate and share content in a variety of ways including direct messages (akin to email within the social networking site), wall posts (posts to a profile, visible to others), and chat or instant messaging (IM) options. Thus, SNS offers both synchronous and asynchronous forms of communication.
Forums focus entirely on discussions held among members. Members establish profiles as they do in SNS and participate by posing content including questions, opinions, news, and photos.
Here are some prominent vehicles within different types of media: • Video sharing : YouTube, Vimeo, and Ustream • Photo sharing: Flickr, Snapfish, and Photobucket • Music and audio sharing: iTunes, Live365, and Podcast Alley • Presentations and documents: Scribd, SlideShare, SplashCast, BrightTalk, and SlideBoom • Social bookmarking services (i.e., sharing links to other sites): Diigo and Digg.
Social commerce refers to the use of social media to assist in the online buying and selling of products and services. Social commerce leverages social shopping behaviors when online shoppers interact and collaborate during the shopping experience.
These are the most important distinguishing characteristics of Web 2.0 that will be examined now. Crowdsourcing means to harness the collective knowledge of a crowd to solve problems and complete tasks . Internet users search for information with Britannica Online ; Internet users create, publish, rate, edit, and share information with Wikipedia. A small army of zealous volunteers serve as “editors” who verify others’ entries—and they do so for personal satisfaction only. A single person would not have the resources or knowledge to publish an exhaustive, stellar online encyclopedia, but a mass of individual experts can.
The first feature of Web 2.0 relates to the value of social software and multiple Internet-enabled devices for social access. The focus is on delivery of service over software—this means that we don’t necessarily have to purchase a software program via CD or download and physically install it on each of your computers.
In Web 2.0, each additional user adds value for all users. Economists refer to this as a network effect. Click on the logo or the underlined text in the slide to view examples.
We utilize hardware devices like tablet PCs, iPads, smartphones, Internet-connected game consoles, and traditional laptops and desktops for access, but we also rely upon other devices in the creation of social content. In the world of social media, there is one key attribute of a device that is extremely valuable—portability.
A revenue stream is a source of income detailed in the business model. Psychic income is perceived value that is not expressed in monetary form.
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 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.
In the i nterruption disruption model the source of a communication delivers messages to audiences whether they want to receive them or not, and regardless of whether these messages are directly relevant to their unique needs.
Each will be discussed following.
These are the two overarching objectives relevant to the use of social media marketing as part of a brand’s promotional mix.
Examples of Paid Media include advertising, public relations, and search engine marketing. Examples of Owned Media include corporate websites, e-commerce sites, and corporate blogs. Examples of Earned Media include word or mouth and publicity.
Click on the logo or the underlined text in the slide to view examples. Brands can increase awareness with social media marketing by maintaining an active presence in the social spaces where target consumers “live.” That means engaging in social communities and publishing content as well as encouraging word of mouth communication and consumer reviews. It may even include social entertainment. Social media can even be used to support sampling and loyalty programs. Sampling means to offer a free trial of a product; these are usually mailed to consumers ’ homes or distributed in stores or on the street. Social media can be used to recruit interested prospects to qualify for samples. Emergen-C, a health supplement, used this tactic to promote free samples. Whenever a user on Twitter tweeted something like “need energy” or “need to focus” Emergen-C sent a tweet requesting the person’s mailing address. A couple of days later, the tired tweeter received a gift of three samples. Social media venues offer engaging activities for consumers that can ensure they spend more time with the brand, hopefully resulting in higher levels of brand loyalty. Look no farther than social games that offer rewards for the most loyal visitors. That’s just what FourSquare does. Starbucks “mayors” earn one dollar off a cup of coffee when they visit. Tasti D-Lite, a regional ice cream chain, went even further when it developed its social media loyalty program. Customers use TreatCards—which also double as gift cards—to earn points for purchases, and those that opt in to the social media bonuses automatically earn additional points. Twitter and Foursquare accounts are updated each time the card is swiped and points are earned or redeemed. As a customer earns points, he or she can redeem them for free cones.
One helpful set of guidelines that some companies use in Service Recovery is known as the LARA framework. • Listen to customer conversations. • Analyze those conversations. • Relate this information to existing information within your enterprise. • Act on those customer conversations.
