SMAD242 Chapter 1 Outline: Social Media Marketing Textbook (Pgs. 1-45) – Flashcards
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Digital Native
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people who were born in an era in which digital technology has always existed
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Web 2.0
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The current version of the internet that allows users to interact with senders-
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Horizontal Revolution
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The fundamental change in the way we live, work, and play that is characterized by the prevalence of social media
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Social Media
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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.
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Synchronous Interactions
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types of interactions that occur in real time, such as when you text back and forth with a friend
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Asynchronous Interactions
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types of interactions that don't require all participants to respond immediately, such as when you email a friend and get an answer the next day
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Media
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means of communication
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Mass Media
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means of communication that can reach a large number of individuals
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Personal Media
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Channels capable of two way communications on a small scale
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Medium
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a channel of communication
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Vehicles
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How marketers choose to place a specific message (i.e.. Within the medium of television, marketers may choose "The Walking Dead" as one way to place this specific message).
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Four Zones of Social Media
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1. Social Community 2. Social Publishing 3. Social Entertainment 4. Social Commerce
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Social Community
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The zone of social media that involves sharing, socializing, and conversing
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Social Publishing
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The zone of social media that involves editorials, commercials, and user-generated content
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Social Entertainment
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The zone of social media that involves games, music, and art
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Social Commerce
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The zone of social media that involves CRM/Service, Retailing, Sales, and Human Resources
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Social Communities
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Channels fo social media that focus upon relationships and the common activities people participate in with others who share the same interest or identification.
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Channels of the Social Community Zone
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Social networking sites message boards/forums wikis
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Social Networking Sites
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online hosts that enable site members to construct and maintain profiles, identify other members with whom they are connected, and participate using various services the site offers.
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Social Identity
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Members of social media sites adding a profile picture, avatar, basic information about themselves, and other customizable options.
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Social Presence
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Maintaining a social media account to indicate someones availability, mood, friend list, status, etc.
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Connections (on social media)
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Friends, followers, or fans
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Forums
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the oldest venue of social media; they are interactive, online versions of community bulletin boards. Focus on discussions of members.
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Wikis
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collaborative online workspaces that enable community members to contribute to the creation of a useful and shared resource.
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Social Publishing
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these types of sites aid in the dissemination of content to an audience.
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Blogs
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websites that host regularly updated online content; can include text, graphics, audio, and video content. Maintained by individuals/journalists
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Microsharing Sites/Microblogging Sites
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similar to a blog except there is a limit to the length of the content you can post.
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Microshare
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a feature in a Microblogging site that includes a sentence, sentence fragment, embedded video, or link to content residing on another site.
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Media Sharing Sites
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host content but also typically features videos, audio, photos, and presentations and documents rather than text or a mix of media.
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Social Entertainment zone
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this zone of social media encompasses channels that offer opportunities for play and enjoyment
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Social Games
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hosted online and include opportunities for interaction with members of a players network as well as the ability to statuscast.
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Statuscast
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posting updates to ones status
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Social Commerce zone
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the zone of social media that refers to the use of social media to assist with online buying and selling of products.
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Deal Aggregators
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aggregate deals into personalized deal feeds
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Social Shopping Markets
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online malls featuring user recommended products, reviews, and the ability to communicate with friends while shopping
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Facebook Connect
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A Facebook tool that allows users to log in to other partnering sites using their Facebook identities
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Share Applications
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tools that let users share what they are reading or doing on their status feeds
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SaaS
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software as a service
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Cloud Computing
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a general term for any process that delivers hosted services online. Storage device
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Crowdsourcing
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a process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks. Businesses reaching out to the public to submit new innovative ideas
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Taxonomies
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classifications that experts create (ie. biologists categorizing organisms into classes)
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Folksonomies
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sets of labels, or tags, individuals choose in a way that makes sense to them, as opposed to predefined keywords.
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Tagging
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the process social media users undergo to categorize content according to their own folksonomy
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Tag Cloud
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when users tag people it creates this. This enables others to search and retrieve inflation about the tag that was used.
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Hashtags
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# symbol, adds meaning to the post, puts it into another classification.
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Network Effect
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The effect when Web 2.0's additional users add value to all of the users-
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Scalability
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means to be able to grow and expand capacity as needed without negatively affecting the contribution margin of the business.
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Reputation Economy
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Positive feedback people with knowledge earn on social media; when the value that people exchange is measured in esteem as well as in dollars, euros, or pounds.
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Radical Trust
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a term that refers to the trust bestowed on others when organizations shift control to their customers and users.
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Social Media Value Chain
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this model illustrates the core activities of social media users and the components that make those activities possible.
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Infrastructure, Channels/Hosts, Supporting Software Services, Devices
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What are the four components of the Social Media Value Chain?
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Social Software
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computer programs that enable users to interact, create, and share data online.
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Apps or Widgets
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apps that are downloadable or embeddable
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Devices
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a piece of equipment we use to access the internet and the range of activities in which we participate online
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Monetization Strategy
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The strategy a businesses uses to earn its revenue
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Buisness Model
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the strategy and format a company follows to earn money
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Interruption Disruption Model
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a type of model that is aimed at creating a program that is interesting enough to attract people to watch or listen to it. Then, when you have their attention, they interrupt the programming to bring you a commercial message.
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Psychic Income
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perceived value that is not expresses in monetary form
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Social Currency
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people and brands earn a reputation for providing high value (can be information, relevance, or entertainment)
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Participation
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the fifth "P" of Marketing
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Marketing
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the activity, set of institutions, and processes for creating, communication, delivering, and exchanging offerings that have value for customers, clients, partners, and society.
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Marketing Mix
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Includes the four "P's" which ar Price, Product, Place, Promotion
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Social Media Marketing
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the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organizations stakeholders.
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Push Messages
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one way communication delivered to the target audience; traditional marketing focused on this.
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Boundary Spanners
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employees who interact directly with customers
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Micromarkers
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a group of customers once considered too small and inaccessible for marketers to purse. Suddenly, it became feasible for a small company to reach potential customers around the world. This market allows customers to search for very specific things and find them on the internet.
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Niche products
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products that appeal to specialized groups of people
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Tradigital Marketing
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marketing that is characterized by improvements in interactivity and measurement, but it retains the primarily vertical flow of power in the channels of communication and distribution
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Traditional Marketing 1. ______ Media 2. _____ Orientation 3. _____ Messaging 4. Attention gained through _________ Tradigital Marketing 1. attention gained through ______ Social Media Marketing 1. aimed at ______<______<_____<________
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Mass media push orientation Outbound messaging orientation disruption social commerce, community, publishing, and entertainment
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Three Core Types of Media
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paid media, owned media, and earned media
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Paid Media
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purchasing space to deliver brand messages and securing endorsements
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Owned Media
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channels the brand controls
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Earned Media
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messages that are distributed at no direct cost to the company and by methods beyond the control of the company. (ie. WOM communications)
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Increase Awareness Influence Desire Facilitate Purchase Cement Brand Loyalty
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How can Social Embassies increase the purchasing process?
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Sampling
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to offer a free trial of the product
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LARA Framework
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listen- to customer convos analyze- those convos relate- this info to existing info within your enterprise act- on those customer convos
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Traditional CRM
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Data Driven, Process centric, Opportunity Focused, PPT (People, Process, and Technology)
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Social CRM
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Content Driven, Conversation centric, People/Community Focused, AAA (Automation, Analysis, and Audacity)
