social media marketing

Create interesting content that viewers want to consume, periodically interrupt vieweres experience to show ads

One-way communication that is pushed or broadcast to viewers

Show marketing messages to viewers who have given their express persmission to be marketed to

dynamic two-way interaction where consumers can choose to be active participants

• Interconnected in dynamic ways and in real time
• Two way communication
• Culture of participationg (all have a voice and must choose to participate)

• Mass media
• Passive participation
• taxonomy (classifications by experts)

• Personal media
• Active participation
• folksonomy (labels or tags that individuals choose)

• Social Communities
• Social Publishing
• Social Entertainment
• Social Commerce

Focused on relationships based on common interest/identification (message boards, forums, wikis, social networking)

Focused on dissemination of content (blogs, microsharing, media sharing sites, social bookmarking)

Social channels that offer opportunities for play and enjoyment (social games, alternate reality games, virtual worlds)

The use of social media to assist in the online buying and selling of products and services (reviews and ratings, deal sites, social shopping markets)

Purchasing time/space on mass media channels

Channels controlled directly by the brand

Messages distributed at no direct cost to the brand by methods beyond its direct control

• Listen to customer conversations
• Analyze those conversations
• Relate information to existing information
• Act on customer conversations

• Trial
• Transition
• Strategic

• Focus on activating social media platforms
• Experimental approahces (one-off stunts and push content)
• Lack of dedicated resources

• Systematic approaches via trial and error
• Integrate social media into overall marketing mix
• Assign dedicated resources

• Strategic Approaches
• Social media is a key component of overall marketing mix
• Dedicated Resources in place

• Conduct a situation analysis and identify key opportunities
• State objectives
• Gather insight into target audience
• Select social media channels and vehicles
• Create an experience strategy
• Establish an activation plan
• Manage and measure

• Affinity Impulse (express relationship)
• Prurient Impulse (feed curiosity about others)
• Contact Comfort/Immediacy Impulse (sense of closeness)
• Altruistic Impulse (respond to crisis and do "immediate good)
• Validation Impulse (to feed ego)

• Relative advantage of innocation
• Ability to observe and try the innovation
• Innovations compatibility
• Simplicity

• Publish a blog, web pages
• Upload vido, music
• Write articles

• Status updates
• Twitter posts

• Ratings/reviews
• Comments on blogs
• Forums
• Wiki edits

• RSS feeds
• Vote for websites
• Tags

• Maintain a profile
• Social network

• Read
• Listen
• Watch

• Members of the network
• Connected by relationships with each other

• Exchanges of resources information or influence within network
• Actional components of any social network system
• Creates buzz

• Powerful communities are created if there is a way to activate relationships among people and objects
• Uses social objects to mediate interactions between people

• unit of cultural information (self propogating, viral transmition)
• Video Clip
• Website
• Phrase
• Parodies
• Joke
• Image

• Able to influence others' attitudes or behaviors
• Holds social power

• Ad Equivelency Value (value of earned or owned media in relation to paid media)
• Influence Impression (exposure to a brand via another person)

• Projects identity inot social community
• avalibility icons
• mood icons
• friend lists
• status updates

• Acknowledgements for your participation
• membership levels
• labels
• badges
• leaderboards

• Paid media in social communities
• Display ads that use user data in the ad or in the targeting of the ad
• enable social interaction with the ad or landing age

Influence posts - thought leaders publish brand-relevent content

• Emotional Engagement
• Self Identification
• Cultural Competence
• Auxiliary Consumption
• Production