We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published byLorena Simmons
Modified about 1 year ago
SOCIAL COMMUNITIES Chapter 5 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 1-5
Chapter Objectives Explain how social communities enable user participation and sharing Compare and contrast social networking sites in terms of three key dimensions Describe how marketers use social communities for branding and promotion Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 2-5
Social Communities Zone Digital You: The Social Profile Your profile is the foundation of your participation in social communities. It is basically your digital self. Skins (or themes) are visual elements used to change the aesthetic of a web page Identity reflectors are an option to have one’s profile reflected back to them from the perspective of others Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 3-5 Click here to examine what these identity reflectors say about a person
Presence indicators enable individuals to project an identity more vividly to others within a community. These indicators include: Availability icons: icons that indicate whether a member is online and available for chat Mood icons: icons that function much like emoticons, enabling members to indicate mood Friend lists: lists of friends within the network Status updates: posts to the sites’ newsfeed; posts are shared with friends in the network Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 4-5 Social Communities Zone
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 6-5 Social Activities in Online Communities Two types of social media conversations: Directed communications Consumption communications
Social Activities in Online Communities Directed communications are one-to-one interactions on a social network between two user. Two forms of direct communication exist: Direct messages Instant messages Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 7-5
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 8-5 Social Activities in Online Communities Consumption communications are passive communications. (For example, reading the feeds others post.)
Social Networking Sites How do we interact with others on social media platforms? we mingle, we chat, and we share Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 9-5
Status Casting occurs when you broadcast updates to your news feed or activity stream. Activity streams are the news feeds or “wall” (as it’s known in Facebook) social networks use to establish an ongoing point of connection between network nodes A nudge is a tool for reminding someone to socialize Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 10-5 Social Networking Sites
The top three reasons people share content “socially” 1. They find it interesting and/or entertaining 2. They think it could be helpful to others 3. To get a laugh. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 12-5 Social Networking Sites Click here to see what ShareThis Widget can do
Typical sharing activities include: An activity stream is a tool to share a short piece of content with a network. Gift applications enable members to present virtual gifts to their friends. Ongoing sharing means working with partners to include activities from other sites in an activity stream on a partnered site. Uploading functionalities are applications that make it easy to share from many locations. Embed codes let people share content where they wish. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 13-5 Social Networking Sites
Characteristics of Social Networking Sites Social networking sites typically vary in terms of three important dimensions: 1. Audience and degree of specialization 2. The social objects that mediate the relationships among members 3. Degree of decentralization or openness Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 14-5
Audience Specialization Social networking sites can be internal or external. Internal social network provides a method of communication and collaboration that is more dynamic and interactive External social network is open to people who are not affiliated with the site’s sponsor. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 15-5
Social Objects and Passion-Centric Sites The ability of an object to inspire social interaction is known as a vertical network. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 16-5
Decentralization, Identity Portability, and Openness One of the big issues social media needs to confront is how to let people easily access multiple sites and understand where they go and why. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 17-5
Many social networking site members are social media omnivores – they eagerly participate in several different platforms. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 18-5 Decentralization, Identity Portability, and Openness
Identity portability would allow an individual to maintain a single profile that would provide access across social networking sites with a single login and shared information. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 19-5 Decentralization, Identity Portability, and Openness
Under the open source model, developers post their programs on a public site and a community of volunteers is free to tinker with them, develop other applications using the code, then give their changes away for free. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 20-5 Decentralization, Identity Portability, and Openness
Marketing Applications in the Social Community Zone Paid Media in Social Communities Earned Media and Brand Engagement User-Generated Content Campaigns Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 21-5
Paid Media in Social Communities Display ads may include text, graphics, video, and sound much like traditional print ads and commercials but they are presented on a website. continued Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 22-5
Social ads are online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page. There are three variations on social ads: 1. 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” button). 2. A social context ad includes ad creative, an engagement device, and personalized referral content from people in the viewer’s network. 3. Organic social ads are shared on a person’s activity stream following a brand interaction (such as liking the brand). Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 23-5 Paid Media in Social Communities - continued
Earned Media and Brand Engagement Earned reach (the breadth and quality of contact with users) gained when people share positive brand opinions and branded content with others is invaluable because of the influence attributed to individual, personalized brand endorsements. Influence posts occur when an opinion leader publishes brand-relevant content such as a blog post in social media. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 24-5
User-Generated Content Campaigns Brands can seed many forms of content in social communities as they try to boost engagement and sharing. One of the most popular tools is the use of: User-generated content (UGC) campaigns – these are campaigns that offer a way for brands to invite consumers to engage and interact while they develop shareable content. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 26-5
Social Presence: Brands as Relationship Nodes Brands may create a brand profile within selected social networking communities. In this way, the brand acts as a node in the network’s social graph. The fan base is an indicator of the brand’s success in establishing a known presence within a community. Return on emotion (conceptually) assesses the extent to which a brand has delivered a value in exchange for the emotional attachment fans have awarded it. Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 27-5
Is The Brand Ready for Social Communities? Brands should ask these questions before deciding whether social relationships will work for a specific brand. Is the brand set up for engagement? If the brand participates in social media, where should the brand be? How can the brand’s profiles be developed in such a way as to reflect the brand’s personality? If “fan pages” exist among brand loyalists on social networking sites, how can the brand leverage the fan sites to better meet its objectives? How can the brand integrate its social network presence into other campaign components? Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 28-5
2 5. Some reminders Be sure to check the course outline each week for supplemental reading and other class instructions You should start studying.
SOCIAL MEDIA METRICS Chapter 10 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 1-10.
Chapter 8: Collaborating with Technology Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter
Copyright © 2012 Pearson Canada Inc. CHAPTER 12 Interactive Media 12-1.
ELECTRONIC COMMERCE MIS 4108 E MARKETING LECTURER INCHARGE- ALM AYOOBKHAN.
10-1 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall.
An Introduction to the Powerful Social Network and What it Means for Your Business.
Delivering Your Messages in Today’s Online Environment American Library Association, PR Forum Kevin T. Kirkpatrick Executive Vice President Sunday, July.
Chapter 8 Copyright © 2015 Pearson Education. Slide 2 of 35 Chapter 8 Learning Objectives 8.1 To understand the strategic superiority of impression-based.
Twitter.com/DOTLebanon facebook.com/DOTLebanon A presentation about social media with emphasis on facebook.
SOCIAL MEDIA METRICS Chapter What Matters is Measured In many ways, social media marketing mimics online advertising in terms of the viable.
Part 2: Putting a Social Spin on your Business with.
+ Cool Tools, New Rules Don Blake, PR State Relations National Education Association 2010 Membership Best Practices Summit.
Profile. About Us Rafi Solutions aims to provide creative solutions to its clients to build their brand in effective & efficient manner. We believe our.
Training course “Stay Tuned Online” Djakovo, Croatia of September 2015 #StayTunedOnline
THE HORIZONTAL REVOLUTION Chapter Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall.
Lecture 10 Trends and future applications. Breaking Down Social Media Media: the means of communication, as radio and television, newspapers, and.
Incorporating Social Media Into Your Everyday Recruiting Activities It’s about connections not sales! Chicago NPA Meeting August 2010.
Slide 5-1 IT 361: E-Commerce Systems Chapter 7 E-commerce Marketing Communication Social, Mobile & Local Marketing Readings: Chapter 7.
Defining Social Media Social Media Marketing Communications Digital Marketing Characteristics Types of Internet Advertising Mobile Marketing Social Behavior.
Build Relationships and Build Business on Powered by Customer WOW Project.
19-1 McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Social Media. Social Media is an umbrella term that defines the various activities that integrate technology, social interaction and the construction.
Chapter Ten Internet and Nontraditional Media. Prentice Hall, © Interactive media can be defined as: a) Radio programming that is divided into.
Make It Easy For e-Buyers to Contact You Toll-free phone numbers Call centers Text messaging Instant chat 1.
Social Media & Social Networking 101 Canadian Society of Safety Engineering (CSSE)
Building a Social Media Presence Participants will look at the BCPS social media outlets (Twitter, Facebook, Flickr, Vimeo, Instagram, blogs) and relevant.
Taking the Headache out of. Reach your sphere of influence on a daily basis – AT NO COST? Reconnect with friends and stay in touch with family – AT NO.
Use of Electronic and Internet advertising options Standard 3.4.
Facebook 102: Customizing Your Dance Studio’s Facebook Page Presented By: Jill Tirone facebook.com/dancefitmarketing
A significant 90% of marketers indicate that social media is important for their business Video marketing on the rise: A significant 77% of marketers.
The Marketing Landscape. Partnering & Packaging Creates authentic experiences that provide a unique sense of place Keeps visitors in town longer Stretches.
1. Learning Objectives What are social media? How are social media similar to traditional media? What are the major zones associated with social media?
Facebook 101 Facebook - The largest social networking platform in the world By Kelby Peachey Social Media Chair - National Arthritis Walk Volunteer Committee.
+ The Cincinnati Herald Social Media Strategies Lauren Justice.
[ Date ] [insert your community foundation logo here] Give Local America A giving day opportunity.
Social Media for Credit Unions? Facebook – Getting Started Adding content Promoting Advertising Summary W E L O O K A T T H I N G S D I F F E R E N T.
Social Media Primer. Social Media is Great For: Building awareness and attracting new business Fostering community Providing helpful content and information.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Instagram for Business ImpactOnlineMarketing.com.
© 2008 Convio, Inc. Social Media for Newbies Cynthia Balusek, Convio February 10, 2009.
Promoboxx: Your Digital Marketing Platform Free access to customizable, brand-approved digital marketing content and easy- to-use tools to better connect.
WEB2.0 Social Media & Independent Pharmacy Real World Use & Possibilities.
Guide To Facebook. Y OUR F ACEBOOK PAGE M AKES Y OUR S ERVICE : o Discoverable – people can search for your service online o Connected – you can have.
What is Social Networking ? What is Social Networking ?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Fifteen Advertising and Public Relations.
WELCOME TO THE AHIA CONNECTED COMMUNITY! HEALTHCARE INTERNAL AUDIT'S PROFESSIONAL THOUGHT LEADERSHIP COMMUNITY.
DIGITAL COMMUNITIES Chapter Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall.
Getting There from Here: A Model to Develop Social Media and Digital Strategies to Increase Alumni Engagement with Your Alumni Website David Regan White.
© 2017 SlidePlayer.com Inc. All rights reserved.