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SOCIAL
CONSUMERS
RTV 453
CELL PHONES
OFF AND PUT
AWAY
5
2
Some reminders
 Be sure to check the course outline
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each week for supplemental reading
and other class instructions
You should start studying now for mid
term
About 50 Multiple Choice / True-False
About 25 short answer
Green Scantron sheet and pencils
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Connecting Chaps. 4 & 5
 Chapter 4 explains how social media
enables communication and the
maintenance of relationships.
 Understanding about how word-ofmouth communication travels, how
networks are structured, and how ties
are maintained
 Individual roles and power
relationships in networks
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Chapter 5 Learning Objectives
 How do social networking communities
enable user participation and sharing?
 Why is engagement a goal of brands using
social media marketing? What are the
benefits of engagement?
 In what ways can brands utilize social
networking communities for branding and
promotion?
 Think about your social cause ‘brand’
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But first…
in Chapter 5
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________refers to the period in which
a series of small changes becomes
significant enough to cause a larger
change.
Tipping Point
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________ theory presents
characteristics of innovative products
that explain the rate at which people
are likely to adopt these new options.
Diffusion of
Innovations
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An __________ provides a method of
communication and collaboration that
is more dynamic and interactive, while
an _______ is open to people who are
not affiliated with the site’s
sponsor.
Internal social
network / external
social network
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__________networks describes the
narrow, deep focus of social
networking sites that
differentiate themselves because
they emphasize some common hobby,
interest, or characteristic that
draws members to the site.
vertical
Social Media Marketing, 2e©
_______ occurs when a user is unable
to transfer social contacts and
content from one social network to
another, while _____ is such that a
single profile would provide access
across social networking sites with a
single login and shared information
Social lock-in /
identity portability
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______ refers to a set of common
APIs that enable developers to
write software for applications
that will run on multiple social
websites.
Open source
code
Social Media Marketing, 2e©
________ stands for application
programming interface. It’s a
programming model that enables a
piece of software to interact
with other software.
Application
Programming
Interface
Social Media Marketing, 2e©
Brands can matter by providing
apps that fit strategically with
the brand and consumer needs;
these apps are called ______
Brand butlers
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______ is a brand’s use of social
networking to build earned media
value and purposefully cultivate.
friendvertising
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UGC stands for _______ and CGM
stands for ________.
User Generated
Content / Consumer
Generated Media
Social Media Marketing, 2e©
_______ is a form of paid
advertising that is based on a
form unique to the vehicle within
which it is placed.
Native
advertising
Social Media Marketing, 2e©
_______ are shared on a person’s
activity stream following a brand
interaction (such as liking the
brand)--they occur only when
people are interacting with the
brand.
Organic social
ads
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Newsfeed stories of brand interactions
are called _________
Derivative branded
content
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Understanding the theory…
 Everything we do is within some kind of model
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and/or explained based on some particular theory.
Chapter 4 connected network relationship with
Social Network Theory.
Governed societies as we noted might be
democracies, authoritarian, etc.
Chapter 5 uses Diffusion of Innovations to help us
understand how and why people adopt
something news
2-step flow is associated
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Diffusion of Innovations
 Innovators
 Early Adopters
 Early Majority
 Late Majority
 Laggards
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Diffusion of Innovations
 Cell phones
 3D TV
 DVD Recorders
 Slingbox
 HD Radio
 Driverless cars
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Diffusion of Innovations
 Potential adopters of a technology progress over
time through five stages in the diffusion process.
 First, they must learn about the innovation
(knowledge)
 Second, they must be persuaded of the value of
the innovation (persuasion);
 They then must decide to adopt it (decision);
 The innovation must then be implemented
(implementation); and
 Finally, the decision must be reaffirmed or
rejected (confirmation).
 The focus is on the user or adopter.
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Diffusion of Innovations
 Everett Rogers’ theory’s characteristics
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include:
the relative advantage of the
innovation
the ability to observe and try the
innovation
The innovation’s compatibility
The innovation’s simplicity of use
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Diffusion of Innovations
 For Social Media that includes:
 How and why individuals adopted social media
activities overall
 How and why individuals have, are and/or will
adopt a particular social media tool
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Social Networking Sites vary in
three different dimensions
 Audience and degree of specialization
 The social objects that mediate the relationships
among members
 Degree of decentralization or openness
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Audience Specialization
 An internal social network provides a method of
communication and collaboration that is more
dynamic and interactive.
 An external social network is open to people who
are not affiliated with the site’s sponsor.
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Connecting with the User
 Openness and Identity Portability:
 Social lock-in occurs when a user is unable to
transfer social contacts and content from one social
network to another.
 Social networking fatigue comes in part from the
need to manage multiple community accounts (and
to forego some due to the required investment) as
well as from the steady streams of content flowing
from multiple networks.
 Identity portability is such that a single profile
would provide access across social networking sites
with a single login and shared information.
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Social Networking Activities and
Engagement
 Secondary content consists of things that others
create which we feel are worth redistributing to
our social networks, such as retweets, links to a
celebrity blog, or even brands we “like” on our
Facebook page.
 Social sharing provides people with the tools they
need to reveal elements of their digital identities.
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Social Networking Activities and
Engagement
 Brands can matter by providing apps that fit
strategically with the brand and consumer needs;
these apps are called brand butlers.
 Friendvertising is a brand’s use of social
networking to build earned media value and
purposefully cultivate.
 Legacy media had to decide how to appeal to you
as a potential consumer; social media strategies
are about getting us engaged with the brand
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There are five characteristics
of a brandfan:
 Emotional engagement: The object is meaningful in
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the emotional life of the fan.
Self-identification: The fan personally and publicly
identifies with like-minded fans.
Cultural competence: The fan has a critical
understanding of the object, its history, and its
meaning beyond its basic functionality.
Auxiliary consumption: The fan collects and consumes
related items and experiences beyond the basic
object.
Production: The fan becomes involved in the
production of content related to the object.
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So, your social cause
 You should have introduced who and what you
are
 You should have connected to the ideas and ideals
of a brand recognized as doing a good job with
social media
 You should have shown how your online presence,
your social publishing fits among other similar to
you
 You are now looking for a few other social media
tools to use for engaging with users, then…
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Time for a stunt
 You’re taking what you’ve learned from looking at
a business
 And take what you’ve learned from looking at
‘your competition’
 And you taken you previous experience using
some social media tools while also looking for a
few new tools
 To create something to try to get people engaged
with you
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Contests and Requests for UGC
 1. User-Generated Content (UGC) campaigns
offer a way for brands to invite consumers to
engage and interact while they develop shareable
content.
 2. The lexicon of online marketers includes many
commonly-used phrases and accompanying
acronyms related to user-generated content, also
known as consumer-generated media (CGM).
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Contests and Requests for UGC
 3. Participatory advertising is when brands invite
content, set mandatory guidelines and
specifications, and possibly also provide
participants with selected brand assets such as
footage from prior commercials that ran on TV.
 4. Gallery is where others can view and pass the
content on to their respective networks.
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Remember how we started?
 United Breaks Guitars
 But, in a different way, what a brand may do for
itself…
 Kmart viral video
 What is a stunt?
 What is a contest?
 Once you design it, how do you get people to
find it?
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You need to reach people
 Paid Media in Social Networks
 Native advertising is a form of paid advertising
that is based on a form unique to the vehicle
within which it is placed.
 Display ads may include text, graphics, video,
and sound much like traditional print ads and
commercials but they are presented on a
website. PPC ads.
 Banner ads
 ‘Traditional’ ways
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Social ads
 A social engagement ad contains ad creative (image
and text) along with an option to encourage the
viewer to engage with the brand (e.g. clickable ‘like’)
 A social context ad includes ad creative, an
engagement device, and personalized referral
content from people in the viewer’s network.
 Organic social ads are shared on a person’s activity
stream following a brand interaction (such as liking
the brand). Organic social ads occur only when people
are interacting with the brand and are thought to
carry enhanced credibility.
 Refer back to Facebook Zero
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What we should understand
 What social activities are the focus of participation
in social communities?
 How can consumers create identities in social
communities?
 What are the types of social networks in social
media?
 What are the characteristics of social ads? How
effective are social ads?
 How can brands engage consumers in social
communities?
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