This is Tracy's PPT for chapter 5 of the text, Social Media Marketing, by Tuten & Solomon.
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1. CHAPTER 5:SOCIAL COMMUNITY
2. 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
2-5
3. Zone of Social Community
4. Social Communities Zone 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 4-5
5. Social Networking Sites Status Casting occurs when you
broadcast updates to your news feed or activity stream. Activity
streams are the news feeds or wall (as its 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 5-5
6. Characteristics of SocialNetworking SitesSocial networking
sites typically vary in termsof three important dimensions:1.
Audience and degree of specialization2. The social objects that
mediate the relationships among members3. Degree of
decentralization or openness 6-5
7. 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 sites sponsor. Copyright 2013 Pearson
Education, Inc. publishing as Prentice Hall 7-5
8. Marketing Applications in theSocial Community Zone Paid
Media in Social Communities Earned Media and Brand Engagement
User-Generated Content Campaigns 8-5
9. Paid Media in Social Communities 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: 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). A social context ad
includes ad creative, an engagement device, and personalized
referral content from people in the viewers network. Organic social
ads are shared on a persons activity stream following a brand
interaction (such as liking the brand).
10. Examples of Facebook Social Ads Nielsen/Facebook Report:
The Value of Social Media Ad Impressions, April 20, 2010, URL:
http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/
11. Media Relationships
12. Earned Media and BrandEngagement 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.
13. Social Presence: Brands asRelationship Nodes Brands may
create a brand profile within selected social networking
communities. In this way, the brand acts as a node in the networks
social graph. The fan base is an indicator of the brands 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 14-5
14. Characteristics of Social Fans Emotional engagement
Self-identification Cultural competence Auxiliary consumption
Production
15. Is The Brand Ready for SocialCommunities? Is the brand set
up for engagement? If the brand participates in social media, where
should the brand be? How can the brands profiles be developed in
such a way as to reflect the brands 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?
16. Recap Discussion Reminder: Visit www.zonesofsmm.com to read
daily news and search for examples related to each chapter.