1. The Horizontal Revolution

2. Learning Objectives
What are social media? How are social media similar to traditional media?
What are the major zones associated with social media?
What is Web 2.0? What are its defining characteristics? How does Web 2.0 add value to Web 1.0?
Social Media Marketing, 2e©

3. Learning Objectives (2)
How does the Social Media Value Chain explain the relationships among the internet, social media channels, social software, and the devices we use for access and participation?
What is social media marketing? What role does participation play in social media marketing?
What marketing objectives can organizations meet when they incorporate social media in their marketing mix?
Social Media Marketing, 2e©

4. What are Social Media?
Social media are the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility.
Social Media Marketing, 2e©

5. Mind-Boggling Social Media Stats
Time to reach 50 million users
Radio = 38 years
TV = 13 years
Internet =4 years
Facebook = 100 million users in under 9 months
Social media is the #1 online activity worldwide
94% of companies use LinkedIn as their primary recruiting tool
1 out of 6 couples married last year met on a social media site
4 billion pieces of content are shared daily on Facebook
Eric Qualmann, Socialnomics
You may wish to show the most recent video from Eric Qualmann on the Social Media Revolution at this point in the class! It is in the YouTube playlist on Strategic Foundations.
Social Media Marketing, 2e©

6. Figure 1.1 Fun Facts of Social Sites
This infographic by Leverage highlights fun facts about the top social media sites.
Social Media Marketing, 2e©

7. It’s About Participation
How do people participate?
Post a status update
Create a blog
Use a group deal
Share a micro-post with your network
Make a video and share it
Play social games …
How do YOU participate? ‘ Participation’ video
Watch this YouTube video on the power of participation
Social Media Marketing, 2e©

8. Figure 1.2: Zones of Social Media
Social Media Marketing, 2e©

9. Figure 1.3 Example Vehicles within each Zone
Social Media Marketing, 2e©

10. Web 2.0: The Defining Characteristics of Social Media
Web as platform
User participation and user-generated content
Crowdsourcing
Network effects
Scalability
Perpetual beta
Reputation economy
Social Media Marketing, 2e©

11. From Web 1.0 to Web 2.0 Web 1.0 DoubleClick Ofoto Britannica
Personal websites
Domain names
Content management
Directories (taxonomy)
Sticky sites
Web 2.0
Google AdSense
Flickr
Wikipedia
Blogs
SEO
Wikis
Tagging (folksonomy)
Content syndication

12. Hashtags and Tagging How are you using tags? Where? Why important?
Social Media Marketing, 2e©

13. Figure 1.5 The Social Media Value Chain
Social Media Marketing, 2e©

14. A ‘Dark Side’ Discussion: Could You Give It Up?
Multitasking – article / text
Technology Addiction link
The Challenge
No social media for 24 hours
How would you feel?
Social Media Marketing, 2e©

15. What is Social Media Marketing?
Social media marketing is the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders.
Social Media Marketing, 2e©

16. Figure 1.6 Evolution of Marketing Communications
Social Media Marketing, 2e©

17. Figure 1.7 Brand Applications Across the Zones
NBC News ‘Super Bowl Ads’
Social Media Marketing, 2e©

18. Table 1.2 Types of Media Zone Paid Media Earned Media Owned Media
Social community
Ads
Conversations,
Shared content,
Influence impressions,
Likes, fans
Controlled profiles
Social publishing
Endorsements, Branded channels
Embeds, comments, shares, links, search rankings
Corporate blogs, branded media sharing sites
Social entertainment
Social game ads
In-game interactions
Advergames, branded ARGs
Social commerce
Sales promotions
Reviews/ratings
Referrals
Group buys
Social shopping
Social storefronts
Social Media Marketing, 2e©

19. Marketing Objectives and Social Media
Increase awareness
Influence desire
Encourage trial
Facilitate purchase
Cement brand loyalty
Recover from service failures
Social Media Marketing, 2e©

20. Social Cause Topic ‘Names’
Global Popcorn
Food Talk
I’m No Different From You
Shattered
TeufelHundenGWAT
FREE! To Speak?
H2O Cinemax
New Beginnings
The Daily Pulse
Social Media Marketing, 2e©

21. The Name Matters Brand Name Generators
Friends, Big Bang Theory, Wheel of Fortune
8 Simple Rules for Dating My Teenage Daughter
Creating Brand Names With Buzz
Social Media Marketing, 2e©

22. The LARA Framework Listen to customer conversations
Analyze conversations
Relate information within enterprise systems
Act on customer conversations
Social Media Marketing, 2e©

23. Bytes to Bucks: Chipotle
Chipotle’s “The Scarecrow Campaign” is an example of a brand leveraging social media across paid, earned, and owned media.
Visit to see the film and game.
Review the analysis of the campaign from CrimsonHexagon at
Social Media Marketing, 2e©

24. Chipotle Case Study
Social Media Marketing, 2e©

25. Recap and Questions
What is social media? What is social media marketing?
What are the Zones of Social Media Marketing?
How does Web 2.0 differ from Web 1.0?
How does the Social Media Value Chain explain the social media landscape?
What marketing objectives can brands meet using social media marketing?
Businesses—making money by reaching us through social media: your job ###
Social Media Marketing, 2e©