Social Media Marketing

Transcription

1 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

2 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

3 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

4 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

5 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

6 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

7 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

8 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