2 3

Some reminders  The project tells you weeks ahead what is coming up. Throwing together something at the last minute accomplishes very little if anything.  You have to read and study the material.  The quizzes should help prepare you for the major exams  Football team analogy  Music department comparison Social Media Marketing, 2e© 2-2

Connecting Chaps. 2 & 3  Chapter 2 focused on understanding how any organization or entity would plan for implementing a strategy for reaching ‘customers’ and accomplishing a sales objective  Chapter 3 is about how to understand consumers and how to connect with them Social Media Marketing, 2e© 2-3

Learning Objectives  Why do social media marketers need to understand the behavior of consumer segments?  What are the bases of segmentation used to group consumers?  What are the aspects of social identity? How do individuals build their social identities? How are these identities relevant to marketers? Social Media Marketing, 2e© 2-4

Learning Objectives  How can we explain the motives for participation in social media activities? What attitudes are most relevant for our understanding of social consumer behavior?  What are the most important segments of social media consumers? What do they tell us about targeting users of the social Web? Social Media Marketing, 2e© 2-5

I’m going to open a computer business in Commerce…  Who is my target market?  How much will it cost to run the business?  What will be my ROI?  How much profit do I need?  Who are my competitors?  How will I get my target market’s attention? Interest? Loyalty?  How will I generate and maintain customers?  Field of Dreams approach? Social Media Marketing, 2e© 2-6

But first… in Chapter 3 Social Media Marketing, 2e© 2-7

Social Media Marketing, 2e© the process of dividing a market into distinct groups that have common needs and characteristics Market segmentation

Social Media Marketing, 2e© refers to segmenting markets by region, country, market size, market density, or climate. Geographic segmentation

Social Media Marketing, 2e© When marketers utilize common characteristics such as age, gender, income, ethnic background, educational attainment, family life cycle, and occupation to understand how to group similar consumers together, it’s ---- Demographic segmentation

Social Media Marketing, 2e© segmentation approaches slice up the market based on personality, motives, lifestyles, and attitudes and opinions. psychographic

Social Media Marketing, 2e© segmentation groups individuals in the marketing universe according to the benefits they seek from the products available in the market. benefit

Social Media Marketing, 2e© segmentation divides consumers into groups based on how they act with regard to a brand or a product category. behavioral

Social Media Marketing, 2e© refers to brands that inspire passionate loyalty in their customers lovemarks

Social Media Marketing, 2e© is the way we represent ourselves via text, images, sounds, and video to others who access the Web. Digital identity

Social Media Marketing, 2e© A is the mark a person makes when he or she occupies digital space. Social footprint

Social Media Marketing, 2e© Records of your activities may make up a (assuming you share enough detail with regularity), which is essentially a diary you keep through your social media activities. lifestream

Social Media Marketing, 2e© ---- refers to the percentage of the target audience that can be accessed using a form of media. reach

Social Media Marketing, 2e© ---- come from syndicators of content that send content directly to subscribers, either as a podcast or newsfeed. RSS (Really Simple Syndication

The consumer / user – the people marketers want to reach  Your Social Brand  A handle  A ‘digital brand name’  That’s why your project should have a ‘marketable’ name  This applies to everyone engaging in social media, not just ‘businesses’ Social Media Marketing, 2e© 3-20

Motives and Attitudes Influences Social Media Activities: Why We Login  Affinity impulse: Social networks enable participants to express an affinity, to acknowledge a liking and/or relationship with individuals and reference groups.  Personal utility impulse: While we tend to think of social media participation truly as community participation, some do consider, “What’s in it for me?” * This may be one of the most important motives for brands to acknowledge. * Social Media Marketing, 2e© 21

Motives and Attitudes Influences Social Media Activities: Why We Login  Contact comfort and immediacy impulse: People have a natural drive to feel a sense of psychological closeness to others. Contact comfort is the sense of relief we feel from knowing others in our network are accessible. Immediacy also lends a sense of relief in that the contact is without delay.  Altruistic impulse: Some participate in social media as a way to do something good. They use social media to ‘pay it forward.’ Social Media Marketing, 2e© 22

Motives and Attitudes Influences Social Media Activities: Why We Login  Curiosity impulse: (also called prurient impulse: People may feel a curiosity about others and want to feed this interest.  Validation impulse: Social media focuses intently on the individual, and this is about being online and being involved to feed our own ego. Social Media Marketing, 2e© 23

What about privacy?  Do people recognize how much they’re sharing online?  Do people realize how little privacy the Internet gives us? (person search) Social Media Marketing, 2e© 2-24

What about privacy?  Concern about privacy as it relates to your social media activities is known as privacy salience.  The privacy paradox describes people’s willingness to disclose personal information in social media channels despite expressing high levels of concern for privacy protection.  Social media users may be guilty of oversharing.  The true self is made up of qualities a person possesses but that they may have difficulty expressing to others.  Johari Window from psychology Social Media Marketing, 2e© 2-25

Six types of social behavior online.  People can belong to multiple categories.  Creators create content.  Conversationalists are people who are talking through social media and doing so frequently.  Critics are reactors to content, rather than creators of content. (‘comments’) Social Media Marketing, 2e© 2-26

Six types of social behavior online.  Collectors tend to be efficient and organized users of social content. Collectors may use RSS feeds, bookmark and share online content, add tags to content such as bookmarked articles, photos, and videos, and ‘vote’ for content.  Joiners maintain a profile on one or more social networking sites and visit those sites on a regular basis. Social Media Marketing, 2e© 2-27

Six types of social behavior online.  Spectators consume content. They read, watch, and listen. Spectators treat online content like that available in other media—television, magazines, and radio.  Inactives are online but they aren’t social participants. Social Media Marketing, 2e© 2-28

 Review and reflection Social Media Marketing, 2e© 2-29

Social Media Marketing, 2e© Define digital primacy. Do your media choices reflect the claim of digital primacy? Digital primacy refers to a focus on digital communications. We can see it in action as we choose to watch television online and listen to music on sites like Pandora.

Social Media Marketing, 2e© What is the difference between a social footprint and a lifestream? Lifestreams are time-ordered streams of entries and posts. Whereas your social footprint is the mark you leave after you occupy a specific digital space, your lifestream is the ongoing record of your digital life.

Social Media Marketing, 2e© What is a social identity? Social identity is the profile of a consumer based upon their social footprint.

Social Media Marketing, 2e© What major variables do marketers use to segment consumers? Geographic, demographic, psychographic, benefit, behavioral,

Social Media Marketing, 2e© Project  How can we apply this knowledge to what we create and do with our social media project?  Learn from what already exists  The ‘business you selected’ evaluation… 2-34

Social Media Marketing, 2e© Project – evaluate a business  United Airlines  First, searched United Airlines social mediaUnited Airlines social media  I found their Perks Plus VideoPerks Plus Video  I found a Facebook event postFacebook event post  And a Facebook MLK postFacebook MLK post  And a Facebook promotionFacebook promotion  I found a Can you Name the Plane Instagrama Can you Name the Plane Instagram  I found a Behind the Scenes video from a Google Hangout ###Behind the Scenes video from a Google Hangout 2-35