Social media careers Social media compared to mass media New media versus old media Social media and its value to marketers Social media marketing and strategic objectives overview

1. MKT 380
INTRODUCTION TO SOCIAL MEDIA MARKETING
WEEK 1

2. • What you can expect
to get out of this
course
• Certificate program
• Syllabus
• Requirements
• Sign ups
• Course website
• Twitter feed
• My accessibility
COURSE
OVERVIEW
MKT 380 Introduction to Social Media Marketing Fall 2013
ASCB 132
Tuesday 6:10-10:00
Professor: Michael Germano
E-mail: mgerman@calstatela.edu
Text: 769-287-1015
Library North 1018A (Tues. 4-6; W, Th 3-4)
@ProfessorMGermano (Twitter)
!
Course Schedule and Reading
Week 1: Course introduction
Chapter 1
Week 2: Social media market planning overview
Chapter 2
Week 3: Social consumers and digital natives
Chapter 3; Van Dijck Ch 1
Week 4: Digital communities and the sharing
Imperative
Chapter 4; Van Dijck Ch 3
Week 5: Mid-term
None
Week 6: Social Community and Social Networks
Chapter 5; Van Dijck Ch 4
Week 7: Social Publishing
Chapter 6; Van Dijck Ch 7
Week 8: Social Entertainment
Chapter 7; Van Dijck Ch 6
Week 9: Social Commerce
Chapter 8
Week 10: Social media measurement metrics and
Big Data
Chapter 9 & 10; Van Dijck Ch 8
Finals Week: Final Exam
Required Texts
The Culture of
Connectivity
By Jose van Dijck
Course Description
Surveys usage of social media tools and technology for marketing
purposes. Studies the relevance and importance of these tools to
new and emerging marketing processes.
Course Website
www.calstatela.libguides.com/mkt380
Course Requirements
Students in MKT 380 can earn 100 points total over the
course of the quarter. The total points earned will
determine the final grade:
A 95-100 C+ 74-79
A- 91-94 C 70-75
B+ 87-90 C- 66-69
B 84-86 D 60-65
B- 80-83 F <60
Grading:
Grades are based upon the following requirements/deliverables
(Due dates in parentheses):
· Class Contributions/Participation 20%
· Mid-term 10% (Week 5)
· Final 10% (Finals Week)
· Social Media Marketing Analysis and Critique 20% (Week 4)
· Social Media Tool Analysis Presentation and Report 20%
(Week 6, 7, 8 or 9)
· Social Media Marketing Blog 20% (End of quarter)
Social Media
Marketing
By Tuten and Solomon

3. WHY
ARE
YOU
HERE?

4. JOBS AND LOCATIONS

5. • What is social media?
• Why is it important to
marketing
professionals?
• Groups of 4 come up
with answers to both
questions and write
them on the board
CAN YOU DEFINE SOCIAL
MEDIA?

6. Shared information delivered
through online channel,s primarily
those that make up web 2.0
Based upon the creation of social
networks for dissemination but
can also include crowdsourced,
shared content that arises in other
online participatory environments
Valuable to marketing
professionals for reasons of
efficiency and effectiveness as
well as realities that demographic
changes are quickly making old
media less viable for certain
psychographic and demographic
consumer segments
SOCIAL MEDIA

7. Mass media compared to
social media
Our media ecosystem
includes both…
Mass media marketing
compared to social media
marketing
Push orientation
Asynchronous
Captive audiences
Interruption disruption
Based on taxonomies
Does it look like this?
OLD VS. NEW MEDIA

8. • Participation
• Synchronous
• Interactive
• Targeted
• Engagement that can
be quantified and
measured
• Web 2.0
• Crowdsourced and user
generated
• Based on folksonomies
(tagging, hashtags)
• Looks like this
NEW MEDIA

9. Tom Standage
from The
Economist suggest
that ancient Rome
is responsible for
the Twitterverse
IS IT NEW?

10. SOCIAL MEDIA OLDER
THAN MASS MEDIA?

11. MORE EVIDENCE OF A
TRADITION?
Coffeehouses of the
17th and 18th
centuries
Wasted time?
Burst of
innovation that followed
Sound familiar?

12. • Strong evidence that
participative media is the
norm
• Mass media is (was?) the
blip?
• Is “social” media the
normative experience for
getting information
compared to mass
media? Historically and
currently?
• Is sharing the true value
of social media (as
opposed to cheap, reach,
speed?)
• Can both exist side by
side? Each has strengths
and weaknesses
(individual experts vs.
group/shared ideas)
THE BLOG IS NEW?

13. Why?
EVEN NOW, INDEPENDENT OF
TECHNOLOGY, WE YEARN TO SHARE

14. OR LIKE THIS

15. Exercise: In groups of 4, think
about and catalog your
„average‟ social media use and
how much you share as well
as the benefits you get from
that participation and sharing.
Be as specific as possible:
• Sites?
• How long?
• How much
interaction/participation/sh
aring?
• How often?
• What are the positive
feelings associated with
time/participation here?
• Negative ones?
WHAT DRIVES ALL OF THIS
PARTICIPATION?

16. • Cannot be based upon
manipulation or
interruption like mass
media; Must align with
user desires that fuel
participation and
sharing
• Must be authentic
• Share imperative
• Synchronization of
opinion
• Psychic income
• Monetization
THE SAME FORCES THAT DRIVE
PARTICIPATION SHOULD DRIVE
SOCIAL MEDIA MARKETING

17. Course will be somewhat organized around this concept
Way to categorize social media in order to envision
marketing tactics and strategies
ZONES OF SOCIAL
MEDIA

18. ZONES OF SOCIAL
MEDIA

19. MARKETING AND SOCIAL MEDIA
Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering,
and exchanging offerings that have
value for customers, clients,
partners, and society at large.
The traditional marketing mix
includes the 4 Ps of Product, Price,
Promotion, and Place (distribution).
Social media adds the 5th P:
Participation
Reputation based
Socialnomics—find customers
before they find you…
Social media marketing is
interactive, participative, share-
based marketing!

20. Multiple strategic
marketing objectives
can met by social
media:
1. Promotion and
branding
2. Customer
Relationship
management (service
recovery!)
3. Customer support
4. Market Research
5. Product development
6. Ecommerce/etailing
WHY SOCIAL MEDIA
MARKETING?

21. PROMOTION AND BRANDING
Increase Awareness
Influence Desire
Encourage Trial
Facilitate Purchase
Cement Brand Loyalty

22. Risk!
Synchronization of opinion—
social media can act as an
accelerant!
Reputation-based—what if
your rep is bad? (Tobacco!)
Crowdsourced/user
generated content can
backfire
Cheap yes but loss on
control?
Mcdonalds #mcdstories
KFC #iatethebones
WHY NOT?

23. • Blog! Get it up and running;
tweet, text or email the url
to me with your name
• Follow me on twitter
(profmgermano) and
respond to at least one
tweet with #mkt380atcsula
and/or tweet an example of
your favorite social media
campaign (like Dollar Shave
Club)
• Try adding some examples
of social media marketing
that is meant to simply
increase awareness to your
blog and analyze whether
or not they are successful
• Read chapters one and two
Tuten & Solomon and
FOR NEXT WEEK