Textbook for this course

Social

Media

Online means of communications

Creating

Your Social Media Strategy

Social Media should be:

1. Interactivity participating in social media 2. Sharing offering pictures and information in social media 3. Collaboration contributing to community sites

Web 1.0, Web 2.0 vs. Web 3.0

Web 1.0 Considered the "read-only web." In other words, the early web allowed us to search for information and read it. Web 2.0 Web 2.0 websites allow users to do more than just retrieve information. By increasing what was already possible in Web 1.0, they provide the user with more user-interface, software and storage facilities, all the browser Web 3.0 - A web service is a software system designed to support computer-to-computer interaction over the Internet. Goal of this phase is to make content of the web more easily interpreted by machines

Moving from html to markup languages that focus on tagging content

 Synchronous

vs. Asynchronous Interactions

Asynchronous doesnt require all participants to respond immediately

Emails Photo sharing Games Applications Groups E-retailing Texting conversation with a friend GoToMeeting.com

Synchronous occurs in real-time

 Cultural

Participation

The ability to freely interact with other people, companies, and organizations Open access that allows users to share content from simple comments to review, ratings, photos, stories, and more

 Media

Terms

Mass media communications that can reach a large number of people one way conversation Personal media channels capable of two-way communications on a small scale Medium single channel (facebook would be one channel) Media plural for medium (the media are extensive from tv, radio, facebook, etc.)

 For

this textbook, social media has four categories of channels (Note: this can very depending on textbooks you are reading.)

Social Community (sharing socializing, conversing) Social Publishing (editorial, commercial, usergenerated) Social Commerce (CRM, Retail/sales, HR) Social Entertainment (Games, music, art)

 Social

Community

Focuses on relationships Common activities and interests Two-way communications Collaboration Sharing of experiences and resources Media social networking sites (SNS), message boards, forums, wikis Synchronous and Asynchronous forms of communications

 Social

Publishing

Aid in the dissemination of content to an audience Media: blogs, micro-sharing sites, media sharing sites, social bookmarking and news sites

 Social

Entertainment

Encompasses channels and vehicles that offer opportunities for play and enjoyment

Social games Mafia Wars Virtual worlds three-dimensional communities using avatars Entertainment communities Example: Repositioned MySpace for social entertainment - art, music, and sports

 Social

Commerce

Use of social media to assist in the online buying and selling of products and services Channels:

Reviews and ratings (Yelp.com) Deals sites (Groupon.com) Deal aggregators (Yipit.com, 8coupons.com) Social shopping markets (Etsy.com) Social storefronts (Levis Friends Store store.levi.com/) Share applications (tools that let users share what they are reading or doing on their status)

 Web

2.0

Developments in online technology that enable interactive capabilities in an environment characterized by user control, freedom, and dialogue Cost-effective solution that provides access to rich date Collective wisdom of its users Access to micro-markets Software that operates on multiple platforms (mobile, computer, etc.

Web 2.0 or Web 3.0

Depending on who you ask, you will be told we are web 2.0 or we are in web 3.0. Contrary to the textbook, I will say we are in Web 3.0 and lets take a look at it:

A web service is a software system designed to support computer-to-computer interaction over the Internet. Goal of this phase is to make content of the web more easily interpreted by machines Moving from html to markup languages that focus on tagging content Cloud computing involves delivering hosted services online Ex: Google aims to offer software for nearly every task, often at no cost to users, with the same anytime, anywhere accessibility of the web. Google Docs allow people to work on the same documents from different locations.

 Crowd-sourcing

Collective knowledge of a crowd to solve problems and complete tasks

Example: Wikis users create, publish, rate, edit, and share info

 User-Defined

Content

Folksonomies sets of labels or tags people choose to make sense of information Tagging process social media users undergo to categorize content according to their own folksonomies Tag Cloud search and retrieve info using tags that makes sense to the browser

 Infrastructure

of Social Media

Social Media Value Chain

Infrastructure Channels/Hosts Supporting Software and Services Devices To:

Share Create Talk Work Buy/Sell Learn

 Devices

Equipment used to access the internet and the range of activities which we participate online

Apps

and Widgets

Social Software can:

Facilitate Interact Create content Share Syndicate Save Analyze Filtering, sorting, and search for data

Ps of Marketing (Marketing Mix)

Product Place Price Promotion

* 5th P Textbook cites Participation. Most marketers would not agree with this since this can occur in any of the 4 Ps.

Social Media Marketing General Goals/ Objectives

Social Entertainment

Enabling Play Branded Entertainment Blogging Sharing Brand Content Advertising/PR Buying and selling Servicing Managing Convert to transactions Build brand and relationships with customers Promote a presence Marketing research

Social Publishing

Social Commerce

Social Community

 When

things go wrong with social media and they will, use LARA framework:
Listen to customer conversation Analyze those conversation Relate this information to existing information within your enterprise Act on those customer conversations.

 Seven
1. 2. 3. 4. 5. 6.

Myths of Social Media Marketing

7.

Myth 1 - Social Media is Just a Fad Myth 2 Social Media is Just for the Young Myth 3 Social Media has no ROI Myth 4 Social Media Marketing isnt right for my business Myth 5 Social Media Marketing is New Myth 6 Social Media Marketing is Too TimeConsuming Myth 7 Social Media is free

 See

Your Textbook for a Comprehensive list of Social Media Jobs. Here are a few:
Social Media Editor Social Media Marketing Director Marketing and Communications Associate Project Social Media Manager Online Communications and Social Media Director Social Media Communications Specialist Social Media Intern Social Media Strategist