10-1 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-2 Chapter 10 Social Media Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Courtesy WLTV.com

10-3 Chapter Objectives 1. Explain what social media are and differentiate between the different types. 2. Describe the function and usages of social networks. 3. Explain the concept of a wiki and its benefits and limitations. 4. Discuss the social media uses of blogs. 5. Describe what makes a podcast or video viral, and explain the difference between MPR and advertising uses of these tools. 6. Discuss the role of bookmarking, rating systems, consumer reviews, and consumer-generated content. 7. Discuss the importance of interlinking a firm’s social media efforts, and the potential dangers of social media to firms who use it. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-4 Social Media Electronic media where participants can produce, publish, control, critique, rank, and interact with online content Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-5 Social Networks A Web-based community designed to promote interaction, discussion, and sharing of content among its users Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-6 Start a social network for your school You can start a college or alumni group on linkedin.com for your school Meredith College in Raleigh, NC started a group and it led to one undergraduate finding an older alum who had worked for an ad agency she wanted to work for. They had coffee and the alum is now working to help the student get an internship there. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-7 Wall The space on a social network page where friends, fans, or contacts can write a message to the owner of that space Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Dunkin’ Donuts has 175,000 fans on its Facebook page.

10-8 Facebook Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall The people who frequent Facebook and TripAdvisor.com are connectors, while the sites themselves are not. This mix of social media participants blurs the lines between connector and audience; in any given community an individual may be both a connector and a member of the audience.

10-9 Create your own social network Ning.com hosts more than 230,000 social networks and is growing at a rate of 1,000 new networks per day Use a social network to ◦ Raise awareness ◦ Connect events with attendees ◦ Inspire and educate ◦ Share insights and provide support ◦ Share tricks of the trade ◦ Create community for customers Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-10 Wiki A repository for content of any sort that can be edited, added to, or updated by the community of those interested in the subject Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-11 Why blog? 1. Blogs fan the flames of customer evangelism 2. They function as an instant-feedback mechanism 3. They compel you to share your knowledge more often 4. Blogs facilitate the spread of buzz 5. They allow you to have more simultaneous conversations than would ever be possible in person 6. Most blog service providers offer good-looking templates 7. They help position you as a knowledgeable expert in your industry Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Ben McConnell in his blog, Church of the Customer

10-12 Blogosphere A collective term encompassing all blogs and their interconnections. It is the perception that blogs exist together as a connected community (or as a collection of connected communities) or as a social network. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-13 Micro-blog A status update application that logs entries to a common Web site, or a multi- user blog with restrictions on entry length Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall What are you doing right now?

10-14 Tweet An entry onto the micro-blog Twitter Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-15 User-generated content Bookmark Review Rate Co-created content ◦ Web content resulting from a collaboration of a firm and one or more consumers Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall mwww.amazon.co m has grown through its use of user-generated reviews, ratings, and lists

10-16 Hook A creative ploy to garner attention or interest in a subject Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-17 Concept Case 10.1: Falcon’s Lair Social Climbing 1. What will these social networking efforts have to accomplish in order to be successful? 2. Explain some specific things that The Falcon’s Lair managers include on these sites to help them bring value to their customers. 3. Can you recommend some specific Facebook pages or social networks that might act as examples for the Lair’s management team? Explain why you like the sites you are recommending. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-18 Concept Case 10.2: Falcon’s Lair Melding Social Media 1. Since the managers of The Falcon’s Lair have limited time and money they can dedicate to completing these social media projects, they need to prioritize. Describe how you would prioritize these activities and explain why. 2. Explain how you can connect the different social media elements that The Falcon’s Lair management wants to use so that they support one another. 3. Conceive and describe a co-created content contest that would benefit The Falcon’s Lair and its customers. Explain how it would work and its benefit to both parties. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-19 Reflection Questions 1. Compare and contrast social media with traditional media. 2. Discuss the characteristics of the four levels of engagement found in people using social media and explain marketers’ potential approaches to each. 3. Differentiate between social networks and social media. 4. Explain how marketing via a public social network differs from using a firm-created social network. 5. Describe the concept of a wiki and discuss some possible uses of wikis in an MPR context. 6. Why should firms blog and what are some examples of blogs that you feel are especially effective at promoting a product, brand, or firm? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-20 Reflection Questions (continued) 7. Discuss the benefits and potential pitfalls of marketers participating in the blogosphere. 8. Discuss your interpretation of how a video or podcast that meets the criteria for MPR differs from one designed for advertising purposes. What are some examples of each? 9. Compare and contrast the value of user- generated content and firm-created content to both firms and consumers. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

10-21 Practice Portfolio Practice Portfolio Conceive and describe a concept for promoting your company using one of the following: ◦ A social network ◦ A wiki ◦ Co-created content Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall