THE

HORIZONTAL
REVOLUTION

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 Learning Objectives

 What are social media? How are social media

similar to traditional media?
 What are the major zones associated with social
media?
 What is Web 2.0? What are its defining
characteristics? How does Web 2.0 add value to
Web 1.0?

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 Learning Objectives (2)

 How does the Social Media Value Chain explain

the relationships among the Internet, social
media channels, social software, and the devices
we use for access and participation?
 What is social media marketing? What role does
participation play in social media marketing?
 What marketing objectives can organizations
meet when they incorporate social media in their
marketing mix?

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 What are Social Media?

Social media are 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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 Mind-boggling Social Media Stats
 Time to reach 50 million users:
 Radio = 38 years
 TV = 13 years
 Internet =4 years
 Facebook = 100 million users in under 9 months.
 Social media is the #1 online activity worldwide.
 94% of companies use LinkedIn as their primary
recruiting tool.
 1 out of 6 couples married in 2013 met on a social
media site.
 4 billion pieces of content shared daily on Facebook.
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 Figure 1.1 Fun Facts of
Social Sites

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 It’s About Participation

 How do people participate?

 Post a status update
 Create a blog
 Use a group deal
 Share a micro-post with your network
 Make a video and share it
 Play social games …
 How do YOU participate?

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 Figure 1.2: Zones of
Social Media

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 Figure 1.3 Exemplar Vehicles in
the Zones

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 Web 2.0: The Defining
Characteristics of Social Media

 Web as platform
 User participation and user-generated content
 Crowdsourcing
 Network effects
 Scalability
 Perpetual beta
 Reputation economy

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 From Web 1.0 to Web 2.0

 Web 1.0  Web 2.0

 DoubleClick  Google AdSense
 Ofoto  Flickr
 Britannica  Wikipedia
 Personal websites  Blogs
 Domain names  SEO
 Content management  Wikis
 Directories (taxonomy)  Tagging (folksonomy)
 Sticky sites  Content syndication

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 Hashtags and Tagging

 How are you using

tags?
 Where?

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 Figure 1.5 The Social Media
Value Chain

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 A “Dark Side” Discussion:
Could You Give It Up?

 The Challenge:
 No social media for 24 hours

How would you feel?

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 What is Social Media Marketing?

Social media marketing is the utilization of social

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

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 Figure 1.6 Evolution of
Marketing Communications

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 Figure 1.7 Brand Applications
Across the Zones

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 Table 1.2 Types of Media

Zone Paid Media Earned Media Owned Media

Social community Ads Conversations, Controlled profiles
shared content,
influence
impressions,
likes, fans
Social publishing Endorsements, Embeds, Corporate blogs,
branded channels comments, branded media
shares, links, sharing sites
search rankings
Social Social game ads In-game Advergames,
entertainment interactions branded ARGs
Social commerce Sales promotions Reviews/ratings, Social storefronts
referrals, group
buys, social
shopping

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 Marketing Objectives
and Social Media

 Increase awareness
 Influence desire
 Encourage trial
 Facilitate purchase
 Cement brand loyalty
 Recover from service failures

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 The LARA Framework

 Listen to customer conversations

 Analyze conversations
 Relate information within enterprise systems
 Act on customer conversations

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 Social Media Marketing Jobs

 Editor
 Marketing Manager
 Coordinator
 Director
 Specialist See Table 1.3 for
sample job descriptions!
 Strategist
 Intern

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 Bytes to Bucks: Chipotle

 Chipotle’s “The
Scarecrow Campaign”
is an example of a
brand leveraging
social media across
paid, earned, and
owned media.
 Visit www.scarecrowgame.com to see the film
and game.

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 Recap and Questions

 What is social media? What is social media

marketing?
 What are the Zones of Social Media Marketing?
 How does Web 2.0 differ from Web 1.0?
 How does the Social Media Value Chain explain
the social media landscape?
 What marketing objectives can brands meet using
social media marketing?

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