1. 2 5

2. Some reminders  Be sure to check the course outline each week for supplemental reading and other class instructions  You should start studying now for mid term  About 50 Multiple Choice / True-False  About 25 short answer  Green Scantron sheet and pencils Social Media Marketing, 2e© 2-2

3. Connecting Chaps. 4 & 5  Chapter 4 explains how social media enables communication and the maintenance of relationships.  Understanding about how word-of- mouth communication travels, how networks are structured, and how ties are maintained  Individual roles and power relationships in networks Social Media Marketing, 2e© 2-3

4. Chapter 5 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 cause ‘brand’ Social Media Marketing, 2e© 2-4

5. But first… in Chapter 5 Social Media Marketing, 2e© 2-5

6. Social Media Marketing, 2e© ________ refers to the period in which a series of small changes becomes significant enough to cause a larger change. Tipping Point

7. Social Media Marketing, 2e© ________ theory presents characteristics of innovative products that explain the rate at which people are likely to adopt these new options. Diffusion of Innovations

8. Social Media Marketing, 2e© An __________ provides a method of communication and collaboration that is more dynamic and interactive, while an _______ is open to people who are not affiliated with the site’s sponsor. Internal social network / external social network

9. Social Media Marketing, 2e© __________networks describes the narrow, deep focus of social networking sites that differentiate themselves because they emphasize some common hobby, interest, or characteristic that draws members to the site. vertical

10. Social Media Marketing, 2e© _______ 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

11. Social Media Marketing, 2e© ______ refers to a set of common APIs that enable developers to write software for applications that will run on multiple social websites. Open source code

12. Social Media Marketing, 2e© ________ stands for application programming interface. It’s a programming model that enables a piece of software to interact with other software. Application Programming Interface

13. Social Media Marketing, 2e© Brands can matter by providing apps that fit strategically with the brand and consumer needs; these apps are called ______ Brand butlers

14. Social Media Marketing, 2e© ______ is a brand’s use of social networking to build earned media value and purposefully cultivate. friendvertising

15. Social Media Marketing, 2e© UGC stands for _______ and CGM stands for ________. User Generated Content / Consumer Generated Media

16. Social Media Marketing, 2e© _______ is a form of paid advertising that is based on a form unique to the vehicle within which it is placed. Native advertising

17. Social Media Marketing, 2e© _______ are shared on a person’s activity stream following a brand interaction (such as liking the brand)--they occur only when people are interacting with the brand. Organic social ads

18. Social Media Marketing, 2e© Newsfeed stories of brand interactions are called _________ Derivative branded content

19. Understanding the theory…  Everything we do is within some kind of model and/or explained based on some particular theory.  Chapter 4 connected network relationship with Social Network Theory.  Governed societies as we noted might be democracies, authoritarian, etc.  Chapter 5 uses Diffusion of Innovations to help us understand how and why people adopt something news  2-step flow is associated Social Media Marketing, 2e© 3-19

20. Diffusion of Innovations  Innovators  Early Adopters  Early Majority  Late Majority  Laggards Social Media Marketing, 2e© 3-20

21. Diffusion of Innovations  Cell phones  3D TV  DVD Recorders  Slingbox  HD Radio  Driverless cars Social Media Marketing, 2e© 3-21

22. 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. Social Media Marketing, 2e© 3-22

23. 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© 3-23

24. 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© 3-24

25. Social Networking Sites vary in three different dimensions  Audience and degree of specialization  The social objects that mediate the relationships among members  Degree of decentralization or openness Social Media Marketing, 2e© 2-25

26. Audience Specialization  An internal social network provides a method of communication and collaboration that is more dynamic and interactive.  An external social network is open to people who are not affiliated with the site’s sponsor. Social Media Marketing, 2e© 2-26

27. 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 Media Marketing, 2e© 2-27

28. 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 Media Marketing, 2e© 2-28

29. 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 Social Media Marketing, 2e© 2-29

30. 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. Social Media Marketing, 2e© 2-30

31. So, your social cause  You should have introduced who and what you are  You should have connected to the ideas and ideals of a brand recognized as doing a good job with social media  You should have shown how your online presence, your social publishing fits among other similar to you  You are now looking for a few other social media tools to use for engaging with users, then… Social Media Marketing, 2e© 2-31

32. Time for a stunt  You’re taking what you’ve learned from looking at a business  And take what you’ve learned from looking at ‘your competition’  And you taken you previous experience using some social media tools while also looking for a few new tools  To create something to try to get people engaged with you Social Media Marketing, 2e© 2-32

33. Contests and Requests for UGC  1. User-Generated Content (UGC) campaigns offer a way for brands to invite consumers to engage and interact while they develop shareable content.  2. The lexicon of online marketers includes many commonly-used phrases and accompanying acronyms related to user-generated content, also known as consumer-generated media (CGM). Social Media Marketing, 2e© 2-33

34. Contests and Requests for UGC  3. Participatory advertising is when brands invite content, set mandatory guidelines and specifications, and possibly also provide participants with selected brand assets such as footage from prior commercials that ran on TV.  4. Gallery is where others can view and pass the content on to their respective networks. Social Media Marketing, 2e© 2-34

35. Remember how we started?  United Breaks Guitars  But, in a different way, what a brand may do for itself…  Kmart viral video  What is a stunt?  What is a contest?  Once you design it, how do you get people to find it? Social Media Marketing, 2e© 2-35

36. 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 Social Media Marketing, 2e© 2-36

37. Social ads  A social engagement ad contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g. clickable ‘like’)  A social context ad includes ad creative, an engagement device, and personalized referral content from people in the viewer’s network.  Organic social ads are shared on a person’s activity stream following a brand interaction (such as liking the brand). Organic social ads occur only when people are interacting with the brand and are thought to carry enhanced credibility.  Refer back to Facebook Zero Social Media Marketing, 2e© 2-37

38. What we should understand  What social activities are the focus of participation in social communities?  How can consumers create identities in social communities?  What are the types of social networks in social media?  What are the characteristics of social ads? How effective are social ads?  How can brands engage consumers in social communities? ### Social Media Marketing, 2e© 2-38