11

Where to download class information: Las presentaciones pueden ser descargadas desde mi blog, así como las diferentes tareas asignadas

About our book  *New* Published in 2015  This class will cover key topics – not everything  First minutes of every class will discuss then book.  Visit textbook website for more information: ent-resources ent-resources

Social Media Platforms  Crearan diferentes redes sociales y harán publicaciones en estas.  Tip: Create a new GMAIL or YAHOO account for this class purpose. Social Media Marketing, 2e© 4

Social Media Platform Analysis Social Media Marketing, 2e© 5  Grupos de 2 a 3 estudiantes  Analizar una red social popular y enseñarle a la clase como utilizarla.  Un resumen de 2 paginas y una presentación de una duración de 15 minutos  Citen el material (APPA)  La nota del análisis será basado en: 1- la calidad de la presentación, 2- la calidad de la investigación, 3- la profundidad del análisis.

Final Project  Pueden trabajar solos o hasta un maximo de 3 estudiantes por grupo  Investiguen y escriban una estrategia de redes sociales para una empresa, negocio familiar, o una idea para un nuevo negocio  Terminen de definir sus equipos e idea del negocio para la segunda sesión de clases.  Todos los trabajos de twitter, Pinterest, Instagram, Facebook y blogs se utilizaran en el negocio seleccionado.  Trabajo final escrito del mercadeo de las redes sociales y presentación para la penúltima sesión de clases.  An outline for the final strategy plan may be found on pages of Tuten & Solomon (2015). Social Media Marketing, 2e© 6

Your Goals 1) Name 2) What is your favorite social media platform or app? 3) I hope we learn about ____________ in this class. © 2013 by Cengage Learning Inc. All Rights Reserved. 7

Now About You!  Find THREE (3) people you don’t know.  90-seconds to find ONE (1) thing you both like.  When you hear “next”, find your next person to ask questions.  My name is _______. I like ______, ______ and ______.

Community Manager  El Community Manager es el profesional responsable de construir, gestionar y administrar la comunidad online alrededor de una marca en Internet, creando y manteniendo relaciones estables y duraderas con sus clientes, sus fans y, en general, cualquier usuario interesado en la marca.

What is social media? Social Media Marketing, 2e© 10

Your textbook says… 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

Social Media Marketing, 2e© What is social media?  Technology that enables users to create and share content and to connect with others. 

Social Media Trends Video: What's ahead for social media in 2016?

1- Social Media Marketing, 2e© 14 Horizontal Revolution (p. 4)

Before deciding on funding a startup, investors check out its social-media efforts And it can be the tipping point in the decision to back a startup.  how many online followers a company has, and how fast the numbers are growing  unfiltered consumer feedback companies get and how they respond  how creative startups are about managing marketing campaigns and leveraging their presence

Activity: 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? 1-16 Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

Figure 1.2: Zones of Social Media 1-17 Categorize how you use social media. Where do you participate the most? Promote relationships Play and enjoyment Assist in buying/selling of products and services Distribute content

Using Zones for Social Media Marketing 1-18 Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

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

Brand Applications Across the Zones (pg. 24) 1-20 Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

The Social Media Value Chain (pg. 17) 1-21 Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

Recap and Questions  What is social media?  What are the 4 Zones of Social Media Marketing?  How does the Social Media Value Chain explain the social media landscape?  What is social media marketing?  How can marketers use social media platforms? 1-22 Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

What is the first step in creating a social media plan?

Step #1: Analyze your online brand identity  Keywords Who are you? Who is your company?  Visual Identity Do you look like one company?  Voice (Tone) Do you sound like one company?

Brand voice & tone must be authentic! Brands are attempting to sound less like Fortune 500 companies and more like your 14-year-old nephew, at least on social media. Brand voice – your personality and attributes, e.g. serious, academic, leader, just like you, etc… Brand tone – (usually combined with “language”) the word choice you'll use to connect with consumers, e.g. Can you use “u”? Ok to use pop culture references? People magazine vs. Harvard Business Review

1- Activity: Defining your brand voice Source:

What is your brand?

Social Media Marketing, 2e© Brand Touch Point Wheel

Let’s play – “Describe the brand!”  Take out a sheet of paper.  Write down 3-5 adjectives that describe this brand.  There is NO right or wrong answer – just what you think!  Take out a sheet of paper.  Write down 3-5 adjectives that describe this brand.  There is NO right or wrong answer – just what you think! You!

What is your impression of the person who tweeted this…? Social Media Marketing, 2e© 30 #Santa#Santa-con is completely retarded. I can’t be fired for things I say while intoxicated right? “Weird German Dude: You’re in first class. It’s Get some deodorant.” -Inner monologue as I inhale BO. Thank god for pharmaceuticals. I had a sex dream about an autistic kid last night. #fml#fml In #NY, crazy men say “marry me gorgeous.” In #London they say “you filthy c*nts ” #NY#London

1- Warning….personal brand #fails Read: ano/this-is-how-a-womans-offensive- tweet-became-the-worlds-top-s magazine/how-one-stupid-tweet- ruined-justine-saccos-life.html?_r=0

Next… 10 Steps to a Perfect LinkedIn Profile