Week 7&8 Social Media IS, Digital Marketing Flashcards
(22 cards)
What is Social Media Information System (SMIS)
- use IS to support sharing content among network of users
- enable communities, tribes, or hives
- people related by a common interest
3 SMIS Roles
social media providers (facebook, instagram, twitter), users (individual or organization), communities (share a mutual interest)
Caveat is & example
organization can be both providers and also users of social media
Example: facebook uses twitter
costs of SMIS to
develop, implement, and manage social networking procedures, and direct labor cost
5 components of SMIS & describe them
- hardware
- software
- data
- procedures
- people
Social Media - Sales and Marketing Activity
- CRM
- each customer (actively) crafts a relationship, no longer in a passive position
Downside: - loss of credibility
- poor PR
Social Media - Customer Service
product users willingly help each other solve problems, with or without pay
Downside:
- Peer-to-peer support risks loss of control
Social media - inbound and outbound logistics
numerous solution ideas and rapid evaluation of them -> better solutions to complex supply chain problems
Downside: loss of privacy –> open discussion in front of competitors
Social Media - Manufacturing and Operations
externally with customers (crowd sourcing)
internally with organization
Social Media - HR
- finding employee prospects, recruiting candidates, and candidate evaluation
- internal communication
Downside: forming erroneous conclusion about potential employees
Social capital is the combination of
social network size (number of relationship), relationship strength, resources
value of social capital
- information
- influence
- social credentials
- reinforcement
revenue models from social media
- advertising
- pay per click
- use increases value - freemium
- sales
develop effective SMIS (3)
- create relationship that perceive and gain value
- transform interaction from organization-centric to mutually satisfying humane, community relatinship
- premeditated alignment of SMIS with the org’s chosen strategy
social media plan development
- Define goals
- identify success metrics
- identify target audience
- define value
- make personal connections
- gather n analyze data
common social media strategic goals
- increased brand awareness
- increased conversion rates
- increased website traffic
- increased user engagement
Enterprise Social network + the 5 goals
specialized enterprise social software designed to be employed inside the organization
goals:
- communication
- collaboration
- knowledge sharing
- problem-solving
- decision making
Enterprise 2.0: McAfee’s SLATES
- search
- links
- authoring
- tags
- extensions
- signals
Deploying successful ESN
- strategy
- sponsorship
- support
- success
Digital Marketing vs traditional media
- more measurable
- more dynamic/adjustable
- higher chance to convert from potential customer to actual customer
- cheaper
Digital Marketing (4)
- social media ads
- search engine marketing
- digital analytics
- qualifications
