1.Textbook for this course

2. SocialMedia Online means of communications Creating Your Social Media Strategy Social Media should be: 1. Interactivity participating in social media 2. Sharing offering pictures and information in socialmedia 3. Collaboration contributing to community sites 3. Web 1.0, Web 2.0 vs. Web 3.0 Web 1.0 Considered the "read-only web." In otherwords, the early web allowed us to search forinformation and read it. Web 2.0 Web 2.0 websites allow users to do more thanjust retrieve information. By increasing what wasalready possible in Web 1.0, they provide the user withmore user-interface, software and storage facilities, allthe browser Web 3.0 - A web service is a software system designed tosupport computer-to-computer interaction over theInternet. Goal of this phase is to make content of theweb more easily interpreted by machines Moving from html to markup languages thatfocus on tagging content 4. Synchronousvs. Asynchronous Interactions Asynchronous doesnt require all participants to respond immediately Emails Photo sharing Games Applications Groups E-retailing Synchronous occurs in real-time Texting conversation with a friend GoToMeeting.com 5. Cultural Participation The ability to freely interact with other people, companies, and organizations Open access that allows users to share content from simple comments to review, ratings, photos, stories, and more 6. Media Terms Mass media communications that can reach a large number of people one way conversation Personal media channels capable of two-way communications on a small scale Medium single channel (facebook would be one channel) Media plural for medium (the media are extensive from tv, radio, facebook, etc.) 7. Forthis textbook, social media has four categories of channels (Note: this can very depending on textbooks you are reading.) Social Community (sharing socializing, conversing) Social Publishing (editorial, commercial, user- generated) Social Commerce (CRM, Retail/sales, HR) Social Entertainment (Games, music, art) 8. Social Community Focuses on relationships Common activities and interests Two-way communications Collaboration Sharing of experiences and resources Media social networking sites (SNS), messageboards, forums, wikis Synchronous and Asynchronous forms ofcommunications 9. Social Publishing Aid in the dissemination of content to anaudience Media: blogs, micro-sharing sites, media sharingsites, social bookmarking and news sites 10. SocialEntertainment Encompasses channels and vehicles that offeropportunities for play and enjoyment Social games Mafia Wars Virtual worlds three-dimensional communities usingavatars Entertainment communities Example: Repositioned MySpace for socialentertainment - art, music, and sports 11. SocialCommerce Use of social media to assist in the online buyingand selling of products and services Channels: Reviews and ratings (Yelp.com) Deals sites (Groupon.com) Deal aggregators (Yipit.com, 8coupons.com) Social shopping markets (Etsy.com) Social storefronts (Levis Friends Store -store.levi.com/) Share applications (tools that let users share what theyare reading or doing on their status) 12. Web 2.0 Developments in online technology that enable interactive capabilities in an environment characterized by user control, freedom, and dialogue Cost-effective solution that provides access to rich date Collective wisdom of its users Access to micro-markets Software that operates on multiple platforms (mobile, computer, etc. 13. Web 2.0 or Web 3.0 Depending on who you ask, you will be told we areweb 2.0 or we are in web 3.0. Contrary to the textbook, I will say we are in Web 3.0and lets take a look at it: A web service is a software system designed to supportcomputer-to-computer interaction over the Internet.Goal of this phase is to make content of the web moreeasily interpreted by machines Moving from html to markup languages that focus ontagging content Cloud computing involves delivering hosted servicesonline Ex: Google aims to offer software for nearly everytask, often at no cost to users, with the sameanytime, anywhere accessibility of the web. GoogleDocs allow people to work on the same documentsfrom different locations. 14. Crowd-sourcing Collective knowledge of a crowd to solve problems and complete tasks Example: Wikis users create, publish, rate, edit, and share info 15. User-DefinedContent Folksonomies sets of labels or tags people choose to make sense of information Tagging process social media users undergo to categorize content according to their own folksonomies Tag Cloud search and retrieve info using tags that makes sense to the browser 16. Infrastructure of Social Media Social Media Value Chain Infrastructure Channels/Hosts Supporting Software and Services Devices To: Share Create Talk Work Buy/Sell Learn 17. Devices Equipment used to access the internet and the range of activities which we participate online Apps and Widgets Social Software can: Facilitate Interact Create content Share Syndicate Save Analyze Filtering, sorting, and search for data 18. 4 Ps of Marketing (Marketing Mix) Product Place Price Promotion * 5th P Textbook cites Participation. Most marketers would not agree with this since this can occur in any of the 4 Ps. 19. Social Media Marketing General Goals/ Objectives Social Entertainment Enabling Play Branded Entertainment Social Publishing Blogging Sharing Brand Content Advertising/PR Social Commerce Buying and selling Servicing Managing Convert to transactions Social Community Build brand and relationships with customers Promote a presence Marketing research 20. When things go wrong with social media and they will, use LARA framework: Listen to customer conversation Analyze those conversation Relate this information to existing information within your enterprise Act on those customer conversations. 21. Seven Myths of Social Media Marketing 1. Myth 1 - Social Media is Just a Fad 2. Myth 2 Social Media is Just for the Young 3. Myth 3 Social Media has no ROI 4. Myth 4 Social Media Marketing isnt right formy business 5. Myth 5 Social Media Marketing is New 6. Myth 6 Social Media Marketing is Too Time-Consuming 7. Myth 7 Social Media is free 22. SeeYour Textbook for a Comprehensive list of Social Media Jobs. Here are a few: Social Media Editor Social Media Marketing Director Marketing and Communications Associate Project Social Media Manager Online Communications and Social Media Director Social Media Communications Specialist Social Media Intern Social Media Strategist