1. Defining Social Media Social Media Marketing Communications Digital Marketing Characteristics Types of Internet Advertising Mobile Marketing Social Behavior of Consumers Types of Consumer-Generated Digital Content Introduction to Social Media and Digital Marketing Social Media Marketing > Introduction to Social Media and Digital Marketing Free to share, print, make copies and changes. Get yours at www.boundless.com www.www/boundless.com/marketing?campaign_content=book_36_section_98&campaign_term=Marketing&utm_campaign=powerpoint&utm_me dium=direct&utm_source=boundless

2. Social media are examples of Web 2.0 technologies, which contrast significantly with the more passive, top-down technologies that characterized Web 1.0 web pages. Specifically, social media features a rich user experience, dynamic content, scalability, openness and collective intelligence. Different types of social media include social networks, weblogs, microblogging, content communities, podcasts and wikis. Defining Social Media Free to share, print, make copies and changes. Get yours at www.boundless.com www.www/boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/introduction-to-social-media-and-digital- marketing-98/defining-social-media-480- 10597?campaign_content=book_36_section_98&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=boun dless Conversations in Social Media View on Boundless.com Social Media Marketing > Introduction to Social Media and Digital Marketing

3. The viral and collaborative nature of social media allows brands to build brand authenticity and loyalty among their users. Social media allows brands to refine their segmentation strategy by reaching a narrow target audience. Advertisers and PR professionals can use social media to engage audiences, create compelling content, and monitor sentiment about their brand. Social Media Marketing Communications Free to share, print, make copies and changes. Get yours at www.boundless.com www.www/boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/introduction-to-social-media-and-digital- marketing-98/social-media-marketing-communications-481- 4111?campaign_content=book_36_section_98&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=bound less Facebook Business Page View on Boundless.com Social Media Marketing > Introduction to Social Media and Digital Marketing

4. Digital marketing consists of pull or push online communication tactics. These tactics can also be referred to as inbound or outbound marketing as well. Pull digital marketing is characterized by consumers actively seeking marketing content. Push digital marketing occurs when marketers send messages without the consent of the recipients. Examples of pull digital marketing include search engines, email newsletters, text messaging, while push digital marketing consists of opt-in subscription services. Digital Marketing Characteristics Free to share, print, make copies and changes. Get yours at www.boundless.com www.www/boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/introduction-to-social-media-and-digital- marketing-98/digital-marketing-characteristics-482- 7594?campaign_content=book_36_section_98&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=bound less Blog website View on Boundless.com Social Media Marketing > Introduction to Social Media and Digital Marketing

5. Facebook Business Page Social networking sites such as Facebook can serve as lead generators for marketing communications campaigns. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | Social Media Mission: Facebook Custom Business Page Project | Flickr - Photo Sharing!." CC BY-SA http://www.flickr.com/photos/mariareyesmcdavis/4784911603/sizes/l/ View on Boundless.comCC BY-SA http://www.flickr.com/photos/mariareyesmcdavis/4784911603/sizes/l/View on Boundless.com Social Media Marketing

6. Internet advertising provides companies a low cost way to serve personalized ads across web and mobile interfaces. Online advertising relies heavily on contextual and behavioral targeting to serve personalized ads to consumers. Different mobile advertising tactics include idle screen advertising, app-vertising, and DoubleClick for Advertisers. Types of Internet Advertising Free to share, print, make copies and changes. Get yours at www.boundless.com www.www/boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/introduction-to-social-media-and-digital- marketing-98/types-of-internet-advertising-483- 10593?campaign_content=book_36_section_98&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=boun dless Banner Ad View on Boundless.com Social Media Marketing > Introduction to Social Media and Digital Marketing

7. Banner Ad Banner ads are examples of Internet advertising. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | you get 1 guess... | Flickr - Photo Sharing!." CC BY-SA http://www.flickr.com/photos/skampy/2490300552/sizes/o/ View on Boundless.comCC BY-SAhttp://www.flickr.com/photos/skampy/2490300552/sizes/o/View on Boundless.com Social Media Marketing

8. Web User Younger generations use web and mobile devices to increase their number of social interactions. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | Laptop | Flickr - Photo Sharing!." CC BY-SA http://www.flickr.com/photos/83633410@N07/7658230838/sizes/l/ View on Boundless.comCC BY-SAhttp://www.flickr.com/photos/83633410@N07/7658230838/sizes/l/View on Boundless.com Social Media Marketing

9. During the early 2000s, mobile marketing became popular with the use of text messaging in Europe and parts of Asia. Mobile marketing promotional tactics include SMS and MMS messaging, push notifications, QR codes, keyword advertising and mobile game marketing. Some of the key advantages of mobile marketing are the close proximity of owners' mobile devices, as well as the habitual nature of using cell phones, smartphones and computer tablets. Despite the cost-effectiveness of mobile marketing, brands face challenges around privacy concerns with user data. Mobile Marketing Free to share, print, make copies and changes. Get yours at www.boundless.com www.www/boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/introduction-to-social-media-and-digital- marketing-98/mobile-marketing-484- 10594?campaign_content=book_36_section_98&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=boun dless QR Code Promotion View on Boundless.com Social Media Marketing > Introduction to Social Media and Digital Marketing

10. Blog website Digital marketers often incorporate blogs and other social media elements in their corporate websites to encourage web traffic. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | Hybrid Website Blog Development on Wordpress Platform | Flickr - Photo Sharing!." CC BY-SA http://www.flickr.com/photos/mariareyesmcdavis/4748384178/sizes/l/ View on Boundless.comCC BY-SA http://www.flickr.com/photos/mariareyesmcdavis/4748384178/sizes/l/View on Boundless.com Social Media Marketing

11. QR Code Promotion These are increasingly being used in mobile advertising campaigns to increase user engagement. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | ZealDeal Promotion QR Code | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/zealdealuk/6421318211/sizes/m/ View on Boundless.comCC BYhttp://www.flickr.com/photos/zealdealuk/6421318211/sizes/m/View on Boundless.com Social Media Marketing

12. Traditionally, consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, purchase and dispose of products, services, experiences, or ideas. The emergence of web technologies such as social media allow more opportunities for consumers, particularly younger generations, to experience more social interactions with people and organizations. Brands must recognize the importance of demographic factors such as age and gender when assessing consumers' social behavior online. Companies commonly use behavioral targeting techniques to market to consumers based on their online behavior. Social Behavior of Consumers Free to share, print, make copies and changes. Get yours at www.boundless.com www.www/boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/introduction-to-social-media-and-digital- marketing-98/social-behavior-of-consumers-485- 10595?campaign_content=book_36_section_98&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=boun dless Web User View on Boundless.com Social Media Marketing > Introduction to Social Media and Digital Marketing

13. Examples of consumer-generated digital content include videos, blogs, microblogs, wikis and podcasts. Consumer-generated content across digital interfaces has provided brands with insights into consumer behavior. In addition to social media, user-generated content may also employ a combination of open source, free software and flexible licensing mechanisms. Types of Consumer-Generated Digital Content Free to share, print, make copies and changes. Get yours at www.boundless.com www.www/boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/introduction-to-social-media-and-digital- marketing-98/types-of-consumer-generated-digital-content-486- 10596?campaign_content=book_36_section_98&campaign_term=Marketing&utm_campaign=powerpoint&utm_medium=direct&utm_source=boun dless Twitter for the iPad View on Boundless.com Social Media Marketing > Introduction to Social Media and Digital Marketing

14. Conversations in Social Media Consumers intentionally and unintentionally use social media to purchase, evaluate and ultimately influence a brand's marketing mix. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | Social Media Prism - Germany V2.0 | Flickr - Photo Sharing!." CC BY http://www.flickr.com/photos/birgerking/4731898939/sizes/l/ View on Boundless.comCC BYhttp://www.flickr.com/photos/birgerking/4731898939/sizes/l/View on Boundless.com Social Media Marketing

15. Twitter for the iPad Companies employ consumer-generated content across mobile applications such as tablet computers. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "All sizes | Twitter for the iPad | Flickr - Photo Sharing!." CC BY-SA http://www.flickr.com/photos/guspim/5022812470/sizes/l/ View on Boundless.comCC BY-SAhttp://www.flickr.com/photos/guspim/5022812470/sizes/l/View on Boundless.com Social Media Marketing