Social CONSUMERS RTV 453 cell phones off and put away

Go to a computer in the library or your own PC (not a smart phone) Reminders Be sure to check the course outline each week for reading and other class instructions THURSDAY CLASS TIME: Go to a computer in the library or your own PC (not a smart phone) Go to course outline and follow instructions Social Media Marketing, 2e©

Connections How does social media enable communication and the maintenance of relationships? How does word-of-mouth communication travel, how are networks structured, and how are ties maintained? What individual roles and power relationships are there in networks

Learning Objectives How do social networking communities enable user participation and sharing? Why is engagement a goal of brands using social media marketing? What are the benefits of engagement? In what ways can brands utilize social networking communities for branding and promotion? Think about your social media ‘brand’

Understanding the theory… Everything we do is within some kind of model and/or explained based on some particular theory. Social Network Theory is often used. As Chapter 2 says: social network analysis is the detection of communities, i.e., sub-groups of individuals or entities that exhibit tight interconnectivity among the other wider population. Table 2.1 illustrates the structure of a marketing plan. Table 2.2 illustrates a social media marketing plan outline. Appendix A illustrates a sample social media marketing plan.

Understanding the theory… OTHER THEORETICAL IDEAS Governed societies might be democracies, authoritarian, communist, etc. Chapter 2 uses Diffusion of Innovations to help us understand how and why people adopt something news 2-step flow is associated Table 2.1 illustrates the structure of a marketing plan. Table 2.2 illustrates a social media marketing plan outline. Appendix A illustrates a sample social media marketing plan.

Diffusion of Innovations Innovators Early Adopters Early Majority Late Majority Laggards Table 2.1 illustrates the structure of a marketing plan. Table 2.2 illustrates a social media marketing plan outline. Appendix A illustrates a sample social media marketing plan.

Diffusion of Innovations Cell phones 3D TV DVD Recorders Slingbox HD Radio Driverless cars

Diffusion of Innovations Potential adopters of a technology progress over time through five stages in the diffusion process. First, they must learn about the innovation (knowledge) Second, they must be persuaded of the value of the innovation (persuasion); They then must decide to adopt it (decision); The innovation must then be implemented (implementation); and Finally, the decision must be reaffirmed or rejected (confirmation). The focus is on the user or adopter.

Diffusion of Innovations Everett Rogers’ theory’s characteristics include: the relative advantage of the innovation the ability to observe and try the innovation The innovation’s compatibility The innovation’s simplicity of use Social Media Marketing, 2e©

Diffusion of Innovations For Social Media that includes: How and why individuals adopted social media activities overall How and why individuals have, are and/or will adopt a particular social media tool Social Media Marketing, 2e©

Connecting with the User Openness and Identity Portability: Social lock-in occurs when a user is unable to transfer social contacts and content from one social network to another. Social networking fatigue comes in part from the need to manage multiple community accounts (and to forego some due to the required investment) as well as from the steady streams of content flowing from multiple networks. Identity portability is such that a single profile would provide access across social networking sites with a single login and shared information.

Social Networking Activities and Engagement Secondary content consists of things that others create which we feel are worth redistributing to our social networks, such as retweets, links to a celebrity blog, or even brands we “like” on our Facebook page. Social sharing provides people with the tools they need to reveal elements of their digital identities.

Social Networking Activities and Engagement Brands can matter by providing apps that fit strategically with the brand and consumer needs; these apps are called brand butlers. Friendvertising is a brand’s use of social networking to build earned media value and purposefully cultivate. Legacy media had to decide how to appeal to you as a potential consumer; social media strategies are about getting us engaged with the brand

There are five characteristics of a brandfan: Emotional engagement: The object is meaningful in the emotional life of the fan. Self-identification: The fan personally and publicly identifies with like-minded fans. Cultural competence: The fan has a critical understanding of the object, its history, and its meaning beyond its basic functionality. Auxiliary consumption: The fan collects and consumes related items and experiences beyond the basic object. Production: The fan becomes involved in the production of content related to the object.

So, your social publishing You should introduce who and what you are You should connect to the ideas and ideals of a brand recognized as doing a good job with social media You should show how your online presence, your social publishing fits among others similar to you You are now looking for other social media tools to use for engaging with users by seeing what your Business Analysis business is doing, then… Social Media Marketing, 2e©

Time for a stunt You’ll taking what you’ve learned from looking at a business And take what you learn from looking at ‘your competition’ (SWOT) And you continue using some social media tools while also looking for a few new tools To create something to try to get people engaged with you

You need to reach people Paid Media in Social Networks Native advertising is a form of paid advertising that is based on a form unique to the vehicle within which it is placed. Display ads may include text, graphics, video, and sound much like traditional print ads and commercials but they are presented on a website. PPC ads. Banner ads ‘Traditional’ ways

Diffusion of Innovations ________ theory presents characteristics of innovative products that explain the rate at which people are likely to adopt these new options. Diffusion of Innovations

Social lock-in / identity portability _______ occurs when a user is unable to transfer social contacts and content from one social network to another, while _____ is such that a single profile would provide access across social networking sites with a single login and shared information Social lock-in / identity portability

Brands can matter by providing apps that fit strategically with the brand and consumer needs; these apps are called ______ Brand butlers

______ is a brand’s use of social networking to build earned media value and purposefully cultivate. friendvertising

UGC stands for _______ and CGM stands for ________. User Generated Content / Consumer Generated Media

_______ is a form of paid advertising that is based on a form unique to the vehicle within which it is placed. Native advertising

Chapter 3 to read this week Redefining journalism Develop some understanding and critical thinking about this What is Journalism? How does it differ in different societies? “Journalism happens when someone tells a compelling true story.” Citizen journalism: ‘Random acts of journalism”

Chapter 3 – What Journalism does Journalism informs, analyzes, interprets and explains. Journalism investigates. Journalism creates public conversation. Journalism helps generate social empathy. Journalism encourages accountability. BUT – ‘in our society’

Chapter 3 Newspapers’ use of CMS – technology allows quick and easy publishing online SEO is very important Paywall issue Agenda setting change Reader / user behavior has changed Disruptive technologies: music industry, television industry, local market radio, and even taxi service

Chapter 3 Participatory journalism Citizen journalism UGC / CGC Crowdsourcing (Huffington Post example) Borderless Internet – “intolerable to Muslims”

Chapter 3 – getting an audience Click Bait

Chapter 3 From an SEO standpoint, the Google algorithm rules keep changing, but bloggers use tags and keywords entered on the CMS system to make it easier to find the post through online search. Blogger success / celebrity->

Chapter 3 Blogger success – monthly income The Huffington Post – $2,500,000 (ppc) TechCrunch – $800,000 (Banner Ads) Mashable – $600,000 (Banner Ads) Perez Hilton – $450,000 (Banner Ads) Engadget – $300,000 (Banner Ads) Noupe – $200,000 (Private Advertising)

Chapter 3 The most significant challenge facing journalism in the social media age is paying for the enterprise. Blogging is not ‘journalism’ in then broad sense Critical thinking: Does it matter?