Lecture Flashcards
Characteristics of SM ( 7)
- Horizontal revolution
- Belief in democracy
- Loss of marketer control
- Co creation
- User defined content
- Network effects
- Reputation economy
Evolution of Marketing communications ( 3)
Traditional marketing / THEN / Tradigital marketing ( interruption, mass marketing) / TO/
Social media marketing ( via interaction)
Social media zones (4)
Social community
Social Publishing ( blogs,media sharing)
Social entertainment
Social commerce
Types of media ( 3)
Paid/ Owned // Earned
Organizational models SM ( 5)
- Organic
- Centralized
- Hub and Speak ( coordinated)
- Dandelion ( multiple hub)
- Holistic
Social media marketing plan (steps)
1) situation analysis, identify key opportunities
2) state objectives
3) gather insight into Target audience consumers
4) Select SM channels
5) Decide on hashtag strategy
6) Consider Influencer Mk
7) Develop Content Strategy
8) Execute, measure campaign
Types of talk triggers (5)WOM
- Generosity
- Empathy
- Responsiveness
- Usefulness
- Attitude
Successful talk tiggers WOM (4R)
- remarkable
- repeatable
- reasonable
- relevant
Understanding WOM : STEPPS framework
Social currency Triggers Emotion Public Practical Value Stories
Privacy : Solove types of harmful activities ( 4)
- Info collection ( surveillance, interrogation)
- Info processing ( aggregation, identification, secondary use, exclusion)
- Invasion ( intrusion, decisional interference)
- Info dissemination ( Breach of Conf ; Disclosure ; Exposure ; Increased accessibility ; Blackmail ; Appropriation ; Distortion
Types of internet users ( Privacy )
- Fundamentalists ( 26% / 2003) : especially high value to privacy - high level of distrust - resistant to privacy erosion
- Pragmatists ( 64%)
desire to protect themselves ; weigh benefits / losses ; willing to allow access, use if they understand the reasons
- Unconcerned (10%)
No real concern about privacy - low level of distrust
P’s of marketing (4+1)
Product Price Promotion Place \+ Participation
Organizational model SM Detailed ( 5)
1- Organic : not coordinated, authentic ; diff groups use SM freely, aren’t connected with others ( Large companies, Uni) + : more trusted / - : inconsistent for customer
2- Centralized : central group controls all social efforts ( Regulated industries) + : consistent customer experience, coordinated resources, rapid response / - : appear inauthentic
3- Hub & Spoke (Coordinated): One hub sets rules, coordinate ( Red cross, multinationals, most companies ) + central group aware of everything ; holistic experience for customer / - costly, program management need
4- Dandelion ( Multiple Hub) : similar to H&S but across multiple brands/units ; each unit semi autonomy ( large multinationals multiple products ; companies within companies ; Unilever ) + : freedom for each unit ; yet common experience / - constant comm btw units
5- Holistic : any employee can use SM ( customer service & support) ( quite rare ; Dell ) + : entire workforce helps customers / - executives need to let go ; need for mature cultural ethos
Market segmentation ( diff types 4)
- geographic location
- demographics
- psychographic ( benefit/ goals)
- behavioral (80/20
7 categories of users
Creators ( publish, create content, blogs, web pages..)
Conversationalists ( talk on SN, update status.. ; younger, f)
Critics ( react, interract, augmented content)
Collectors (efficient,organized users)
Joiners ( maintain SM profile)
Spectators ( consume others content, keep own id at distance)
Inactives
Rule of thumb ( # strategy)
the narrower the scope of the # the more engaged users will ne
Content creation / curation
Pros and cons
Creation : own content from scratch + : own voice ; can be repurposed /
- time consuming ; appear self focused
Curation : gather existing content relevant to topic and share it ;
+ : joint conversation ; easier and lighter ; build relationship w/ industry influencer ; appear as expert /
- :low control over content, message ; low level of personalisation
Types of benefits ( 2)
- Extrinsic : seek benefit to accomplish goal. Monetary savings Time saving Self enhancement Social adjustment
-Intrinsic : Consumption experience as end in itself.
Pleasure/Enjoyment
Novelty
Altruism
Storytelling in marketing
Customer : hero
Brand : guide ( Express empathy / Establish authority)
Practical :
State customers pain point/ pb
Offer solution
Describe reward (life without pb)
Measuring Self Disclosure
Breadth : amount of info ; number of instances
Depth : intimacy of info
Peripheral : biographic data
Intermediate : attitudes, values, opinions
Core : Personal belied, needs, fears, values
SN stategy towards privacy
Minimize concenrns of fundamentalists ( adress privacy concerns only in privacy policies; vaunt good practices)
Minimize awareness of privacy for non fundamentalists
(avoid privacy priming, showcase users posting infos, enhance trust and professionalism)
Types of privacy concerns SM context ( Krasnova and others)
- Social threats (lack of control over other users actions, humiliation..)
- Organizational threats ( SN storing info, sharing it with third parties, collecting of public info by gvt, marketing, HR)
Initial dimensions of privacy concern ( Smith 1996) ( 6)
Collection
Unauthorized secondary use ( internal) ( EU : data parsimony / purpose specification)
Unauthorized secondary use ( external)
Improper access
Errors
Reduced judgment
Combining data
Sources of privacy dichotomy
- Measurement problem ( survey design ; question framing ; privacy as generic concept ; social desirability bias) sol : unprompted survey design with open questions, scale with other concerns
- Rational approach Privacy calculus : cost/benefits weighing ; benefits perceived in short term whereas costs on long term ;
Factors behin privacy/ security decisions ( 6)
Limited Information
Bounded Rationality
Psychological Distortions ( optimistic bias, smaller sooner payoffs)
Ideology
Market Behavior
Benefits and Costs
Optimitic bias causes
- egocentricity
- representativeness
- availability
