Social Media Marketing Midterm

Social Media Zones

Community, Commerce, Publishing, and Entertainment.

‘Social media marketing

the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s.

LARA Framework for Customer

Relationship Management

1. Listen

2. Analyze

3. Relate

4. Act On

Market segmentation

Dividing a market into distinct groups that have common needs and characteristics.

Bases of segmentation

• Demographic

• Psychographic

• Geographic

• Benefit

• Behavioral

Microblog user types

• Polarized Crowds

• Tight Crowds

• Brand Clusters

• Community Clusters

• Broadcast Network

• Support Network

social network

a set of socially relevant nodes connected by one or more relations (for example Endicott alumni)

Nodes

a point of connection, a device, or an endpoint that can send, receive, and transmit data, such as a computer,

Network Units

the fundamental building blocks and devices that enable communication and data transfer within a network

Interactions

the action or influence of people, groups, or things on one another

Flows

The exchanges of resources, information, or influence among members of the network.

Object sociality

users can share an object in social media and it clearly relates to an audience’s unique interests.

Social object theory

social networks will be more effective if there is a way to activate relationships among people and objects.

An object in social object theory

Something of common interest and its primary function is to mediate the interactions between people.

social capital

people form community relationships, these affiliations allow them to accumulate resources that they can “trade” for other things.

Building relationships and affiliations earn you resources for trade.

Reputational capital

based on the shared beliefs, relationships, and actions of those in the community such that norms, behaviors, and values held and shared by individuals ultimately support a community reputation.

Reward power

One’s ability to provide others with what they desire.

Coercive power

The ability to punish others.

Legitimate power

Organizational authority based on rights associated with a person’s appointed position.

Referent power

Authority through the motivation to identify with or please a person.

Expert power

Recognition of one’s knowledge, skills, and ability.

Information power

One’s control over the flow of and access to information.

A marketing plan

 a written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand in question to accomplish specific marketing objectives.

Steps in Social Media Marketing Plan

1. Conduct Situation Analysis (what problem need to be solved)

2. State Objective (What is the goal, what needs to be done)

3. Gather Target Audience Insight

4. Select Social Zones and Vehicles

5. Create an Experience Strategy

6. Establish an activation plan

7. Execute and measure success of the campaign

SWOT Analysis

Strengths, Weaknesses, Opportunities, and Threats.

SMART Objectives

Specific, Measurable, Achievable, Relevant, Timely

What Questions are answered using tactical planning

Who, Where, Why, How, What.

social media workflow

a sequence of connected steps that enables the organization to act efficiently with minimal overlapping tasks and resources to implement the social media marketing plan effectively.

Internal social network

provides a method of communication and collaboration that is more dynamic and interactive.

Enterprise social network (ESN)

the foundation for their internal, private social network. Enterprise platforms are valuable for engaging employees, building meaningful connections, and enhancing communication.

a private, internal platform that enables employees to communicate, collaborate, and share information within an organization, similar to social media but focused on business needs

External social network

open to people who are not employed by the site’s sponsor. That said, some external social networks are sponsored by brands, like Care2 , which is a social network for people who want to help with social causes. For example twitter, , which is a social network for people who want to help with social causes. For example, Twitter, Instagram, and F, facebook.

Vertical Networks

Sites designed around object sociality, the ability of an object to inspire social interaction. Like LinkedIn

Blockchain-enabled social media (BSM) networks

operated and owned by their users and the network community.