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    auther: Tracy L. Tuten East Carolina University Michael R. Solomon The University of Manchester (U.K.) Saint Josephs University

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    auther: Tracy L. Tuten East Carolina University Michael R. Solomon The University of Manchester (U.K.) Saint Josephs University

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    7 views8 pages

    Social Media Marketing

    Uploaded by

    Hồng Huỳnh
    auther: Tracy L. Tuten East Carolina University Michael R. Solomon The University of Manchester (U.K.) Saint Josephs University

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 8

    Social Media Marketing

    Tracy L. Tuten
    East Carolina University

    Michael R. Solomon
    The University of Manchester (U.K.)
    Saint Josephs University

    Boston Columbus Indianapolis New York San Francisco Upper Saddle River
    Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto
    Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
    4.1

    Preface XV

    SECTION I: Foundations of Social Media Marketing


    Chapter 1 The Horizontal Revolution 1
    Learning Objectives 1
    Greetings, Digital Native 2
    Living a Social (Media) Life 2
    Social Behavior and the Philosophy of Participation 3
    Social Media Zones 4
    Web 2.0: The Defining Characteristics of Social Media 7
    The Web Is the Platform 7
    User Participation, User-Generated Content, and Crowdsourcing 8
    User-Defined Content 8
    Network Effects 9
    Scalability 9
    Perpetual Beta 10
    Reputation Economy 10
    The Infrastructure of Social Media 10
    Social Software 11
    Devices 11
    People 12
    Show Me the Money! 12
    BOX: The Dark Side of Social Media 12
    Business Models and Monetization 13
    Psychic Income 13
    The 5th P of Marketing 14
    Marketing Communication: From Top-Down to Bottom-Up 14
    Social Media Achieves Marketing Objectives 15
    BOX: Bytes to Bucks 19
    Social Media Jobs 21
    Chapter Summary 24
    Key Terms 25
    Review Questions 26
    Exercises 26
    Notes 26

    vii
    viii Contents

    Chapter 2 Strategic Planning with Social Media 28


    Learning Objectives 28
    Strategic Planning and Social Media Marketing 29
    Three Phases of Social Media Marketing Maturity 33
    Social Media Campaigns: The Strategic Planning Process 36
    Situation Analysis 36
    BOX: The Dark Side of Social Media 37
    Identify Social Media Marketing Objectives and Set Budgets 39
    Profile the Target Audience of Social Consumers 42
    Select Social Media Channels and Vehicles 43
    Create an Experience Strategy 43
    Integrate with Other Promotional Components and Establish
    Campaign Timeline 47
    BOX: Bytes to Bucks 48
    Execute and Measure Outcomes 48
    Develop a Planning Structure in the Organization 49
    The Social Media Policy 49
    An Organizational Structure to Support Social Media 52
    Chapter Summary 52
    Key Terms 54
    Review Questions 54
    Exercises 54
    Notes 54

    Chapter 3 Social Consumers 56


    Learning Objectives 56
    Digital Identity: You Are What You Post 57
    Social Touchpoints in a Wired Life 57
    Social Footprints 57
    Lifestreams 59
    Your Social Brand 60
    The Life of a Digital Consumer 61
    Diffusion of (Digital) Innovations 62
    A Wired World 63
    What We Do Online 65
    Why We Login 67
    BOX: The Dark Side of Social Media 68
    Market Segmentation: Slicing the Social Media Pie 68
    Geographic Segmentation 69
    Demographic Segmentation 69
    Psychographic Segmentation 70
    BOX: Bytes to Bucks 71
    Contents ix

    Benefit Segmentation 71
    Behavioral Segmentation 72
    Social Media Segments 73
    Social Technographics 74
    Pew Internet Technology Types 76
    Anderson Analytics: Users and Nonusers 78
    Microblog User Types 78
    Chapter Summary 80
    Key Terms 80
    Review Questions 80
    Exercises 81
    Notes 81

    Chapter 4 Digital Communities 83


    Learning Objectives 83
    Online Communities 84
    Networks: The Underlying Structure of Communities 84
    It's a Small World After All 85
    Characteristics of Online Communities 86
    How Ideas Travel in a Community 88
    BOX: Bytes to Bucks 89
    Group Influence and Social Capital 90
    Social Capital 90
    Strong and Weak Ties 92
    Influence 95
    The Evolution of Online Communities 96
    BOX: The Dark Side of Social Media 97
    Chapter Summary 98
    Key Concepts 99
    Review Questions 99
    Exercises 99
    Notes 100

    Section II: The Four Zones of Social Media


    Chapter 5 Social Community 102
    Learning Objectives 102
    The Social Community Zone 103
    Digital You: The Social Profile 103
    Activities in Social Networks 104
    Social Networking Sites 105
    Contents

    BOX: The Dark Side of Social Media 107


    Characteristics of Social Networking Sites 108
    Marketing Applications in the Social
    Community Zone 110
    Paid Media in Social Networks 111
    BOX: Bytes to Bucks 112
    Earned Media and Brand Engagement 112
    User-Generated Content Campaigns 114
    Is the Brand Ready for Social Relationships? 117
    Chapter Summary 117
    Key Terms 118
    Review Questions 118
    Exercises 119
    Notes 119

    Chapter 6 Social Publishing 121


    Learning Objectives 121
    The Social Publishing Zone 122
    Publishing Content 122
    Types of Content 123
    Channels of Content Distribution 123
    Content Producers: What Is "Authentic?" 124
    Developing and Organizing Marketing Content 126
    Social Publishing Strategies 129
    Level 1: Social Publishing and Search Engine
    Optimization 130
    BOX: Bytes to Bucks 131
    Level 2: Social Media Optimization 136
    Title 137
    Share Tools 137
    RSS Feeds 138
    The Social Media Press Release 138
    Microblogs 138
    Social News and Bookmarking Sites 138
    BOX: The Dark Side of Social Media 141
    Chapter Summary 141
    Key Terms 142
    Review Questions 143
    Exercises 143
    Notes 144
    Contents xi

    Chapter 7 Social Entertainment 146


    Learning Objectives 146
    The World of Serious Gaming Takes on a Social Flair 147
    Social Games 147
    Gamer Segments 148
    How We Categorize Social Games 149
    Game-Based Marketing 150
    Product Placements 151
    Brand Integration 152
    BOX: The Dark Side of Social Media: Gold Farming 152
    The Bottom Line: Why Do Games Work for Marketers? 153
    Alternate Reality Games: A Transmedia Genre 155
    Characteristics of ARGs 156
    The Vocabulary of ARGs 157
    The Marketing Value of ARGs 158
    Evaluating the Effectiveness of a Brand-Sponsored ARG 158
    BOX: Bytes to Bucks: Planning a Successful ARG: The Lost Ring 159
    Chapter Summary 161
    Key Terms 162
    Review Questions 163
    Exercises 163
    Notes 163

    Chapter 8 Social Commerce 165


    Learning Objectives 165
    The Zone of Social Commerce 166
    Social Commerce: The Digital Shopping Experience 167
    Social Commerce and the Shopping Process 168
    Ratings and Reviews 169
    BOX: The Dark Side of Social Media 172
    Social Shopping Applications and Tools 173
    The Psychology of Social Shopping 175
    Social Proof 176
    Authority 177
    Affinity 178
    Scarcity 179
    Reciprocity 179
    Consistency 179
    BOX: Bytes to Bucks: F-Commerce 180
    Benefits of Social Commerce 180
    xii Contents

    Chapter Summary 180


    Key Terms 181
    Review Questions 182
    Exercises 182
    Notes 182

    Section IN: Measuring the Impact of Social Media


    Chapter 9 Social Media for Consumer Insights 184
    Learning Objectives 184
    The Role of Social Media in Research 185
    Qualitative Social Media Research 186
    Observational Research 186
    Ethnographic Research 188
    BOX: The Dark Side of Social Media: Is It Ethical to Mine Conversations? 189
    Quantitative Social Media Research 190
    Monitoring and Tracking 190
    Sentiment Analysis 191
    Content Analysis 192
    BOX: Bytes to Bucks: Text Mining for Dove 193
    Caution! Research Errors and Biases 194
    Coverage and Sampling Errors 194
    Nonresponse Bias 195
    Providers of Social Media Monitoring
    and Analytics Services 196
    Primary Social Media Research 196
    Chapter Summary 197 ,
    Key Terms 198
    Review Questions 198
    Exercises 198
    Notes 199

    Chapter 10 Social Media Metrics 200


    Learning Objectives 200
    The Numbers Just Don't Add Up 201
    What Matters Is Measured 203
    A First Date or a Marriage? 203
    Campaign Timelines and Metrics 205
    The Evaluation and Measurement Process: DATA 205
    Define 206
    Contents xiii

    BOX: Bytes to Bucks: Hershey's Bliss 206


    Assess 211
    Track 213
    BOX: The Dark Side of Social Media 214
    Adjust 215
    Simple Ways to Start Measuring 217
    Chapter Summary 217
    Key Terms 218
    Review Questions 218
    Exercises 218
    Notes 219
    Cases 221
    Appendix: A Sample Social Media Marketing Plan 225
    Name/Organization Index 230
    Subject Index 235

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