Online and Social Media Marketing
Inhoud
Online and Social Media Marketing........................................................................................................1
1.Introduction: Online and Social Media Marketing...........................................................................2
2. Social Media Strategies:..................................................................................................................2
2.1 Foundations of Social Media.....................................................................................................2
Chapter 1. The Social Media Environment (HB: pg 1-35)................................................................2
Online advertising: online module......................................................................................................8
‘Sustainability marketing’.................................................................................................................10
3. Chapter 2. Social consumers.........................................................................................................15
Social media marketing strategy.......................................................................................................20
Chapter 5: Tactical Planning and execution......................................................................................25
PFAP case study................................................................................................................................27
Chapter 3: Network structures and group influences in social media..............................................27
Chapter 6: the social community zone.............................................................................................31
Chapter 7: Social publishing..............................................................................................................35
Chapter 8: Social entertainment (less extensive zone).....................................................................40
Chapter 9: Social commerce.............................................................................................................40
Chapter 10 Social media research....................................................................................................43
Chapter 11 Social Media metrics......................................................................................................45
Kathy Stoffen: digital communication...............................................................................................48
,1.Introduction: Online and Social Media Marketing
Online and social media strategies
!!SEM= the science and art of getting targeted traffic (free and paid) to your website from search
engine= Search Engine Marketing
SEO: keywords (not paid) = (LT) : improving your website and its structure to make your site
more ‘findable’ and increase your ranking in an organic search
SEA: paid advertisements in Google, linked to certain keywords company pays when clicked
on the ad -> compared shopping services = vindbaarheid waar je voor moet betalen (direct
vanboven) PPC: pay per click: you pay when the surfer clicks on the advertisement
!!SMM= getting targeted traffic (free and paid) to your website from social media = Social Media
Marketing
SMO: content building strategy for user engagement -> vb engagement creëeren, chatbots,
info…blogging, posting status updates on social media profiles, participation in discussion
groups, social bookmarking, virals, online reputation management, user rating/polling, user
feedback
SMA: vb relevante ads for kids clothing (=paid advertising)
Focus on Social Media marketing
• Online marketing is about reaching and engaging people= the core of social media
•The infrastructure of social media enables user empowerment -> users can engage however they
want
•Innovative strategies in a young domain
2. Social Media Strategies:
2.1 Foundations of Social Media
Chapter 1. The Social Media Environment (HB: pg 1-35)
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”.
Built on a philosophy of participation: how? Network? What activities
!! ex: The social Media Value Chain
Internet, web,
crowdsourcing(wiki)
Fb, company’s
Smartphones
,A vehicle = specific channel for example fb (a medium)
The web as platform:
•From web 1.0. to 2.0. (and 3.0)
•Web 1.0. -> network of information (1993)
•Web 2.0. -> network of people (2004)
•Web 3.0. -> semantic web (collaboration of people and machines, AI, 3D graphics,..) = us now!
•The social web -network effect (cfr. Telephone) (WhatsApp -> Signal)
•Value of crowdsourcing (=the practice of obtaining information or input into a task or project by
enlisting the services of a large number of people, either paid or unpaid, typically via the internet)
•Tuten: Today web 2.x., but social media will eventually support full collective intelligence
Social software:
•Computer programs that enable to interact, create and share data online
•Apps or widgets
•Social services: application service sites – APIs (=application programming interface) -> bericht dat
wordt verzonden en antwoord dat terug wordt verstuurd vb. ober in restaurant: interactie met
database -> takes your request & tells the system what you want and than returns the respond back
to you
=The messager that takes requests and tells the system what you want to do & then returns the
respond back to you
•Chatbot
•Recommendation algorithms
Chatbots
Devices:
•Connected devices
•Wearables
•Internet of things gateways to make devices smart
People:
•Professional and non-professional users
•Citizen journalism, user-generated content
•Citizen advertisers
•Bloggers/Vloggers
•Commercial and non-commercial organizations
, -> social media empower users
-> Principle of shared participation
!! ex: The zones of Social Media
A. Social Community
sharing, conversing, socializing
Interaction and collaboration- networking as primary orientation
•Channels: social network sites, message boards, forums, wikis
•Social identity, social presence, connections
•Synchronous vs asynchronous communication
•Permanent or temporary content
Examples vehicles: fb, LinkedIn, Google Plus, Twitter
B. Social publishing
UGC, editorials, commercials
• Primary orientation: knowledge-sharing
• The production and issuance of content for distribution via social publishing sites
• Easy sharing of UGC – democratized content production and sharing
• 4 categories of social publishers:
- Individual users
- Independent professionals
- Professional contributors associated with organisations
- Brands (as part of content marketing strategy)
• Channels: blogs (blogger/technoci), microsharing sites (e.g. twitter), media sharing sites (e.g.
youtube, Flickr, slideshare), social bookmarking (Diigo) and news sites
• Also enable participation and sharing
C. Social entertainment
Art, games, music
•Primary orientation: entertainment-sharing
•Events, performances and recreational activities
•Channels: Social games, social music, video and social television (vb. Tiktok)
Vehicle: MySpace
D. Social Commerce
HR, retail/sales, CRM
Inhoud
Online and Social Media Marketing........................................................................................................1
1.Introduction: Online and Social Media Marketing...........................................................................2
2. Social Media Strategies:..................................................................................................................2
2.1 Foundations of Social Media.....................................................................................................2
Chapter 1. The Social Media Environment (HB: pg 1-35)................................................................2
Online advertising: online module......................................................................................................8
‘Sustainability marketing’.................................................................................................................10
3. Chapter 2. Social consumers.........................................................................................................15
Social media marketing strategy.......................................................................................................20
Chapter 5: Tactical Planning and execution......................................................................................25
PFAP case study................................................................................................................................27
Chapter 3: Network structures and group influences in social media..............................................27
Chapter 6: the social community zone.............................................................................................31
Chapter 7: Social publishing..............................................................................................................35
Chapter 8: Social entertainment (less extensive zone).....................................................................40
Chapter 9: Social commerce.............................................................................................................40
Chapter 10 Social media research....................................................................................................43
Chapter 11 Social Media metrics......................................................................................................45
Kathy Stoffen: digital communication...............................................................................................48
,1.Introduction: Online and Social Media Marketing
Online and social media strategies
!!SEM= the science and art of getting targeted traffic (free and paid) to your website from search
engine= Search Engine Marketing
SEO: keywords (not paid) = (LT) : improving your website and its structure to make your site
more ‘findable’ and increase your ranking in an organic search
SEA: paid advertisements in Google, linked to certain keywords company pays when clicked
on the ad -> compared shopping services = vindbaarheid waar je voor moet betalen (direct
vanboven) PPC: pay per click: you pay when the surfer clicks on the advertisement
!!SMM= getting targeted traffic (free and paid) to your website from social media = Social Media
Marketing
SMO: content building strategy for user engagement -> vb engagement creëeren, chatbots,
info…blogging, posting status updates on social media profiles, participation in discussion
groups, social bookmarking, virals, online reputation management, user rating/polling, user
feedback
SMA: vb relevante ads for kids clothing (=paid advertising)
Focus on Social Media marketing
• Online marketing is about reaching and engaging people= the core of social media
•The infrastructure of social media enables user empowerment -> users can engage however they
want
•Innovative strategies in a young domain
2. Social Media Strategies:
2.1 Foundations of Social Media
Chapter 1. The Social Media Environment (HB: pg 1-35)
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”.
Built on a philosophy of participation: how? Network? What activities
!! ex: The social Media Value Chain
Internet, web,
crowdsourcing(wiki)
Fb, company’s
Smartphones
,A vehicle = specific channel for example fb (a medium)
The web as platform:
•From web 1.0. to 2.0. (and 3.0)
•Web 1.0. -> network of information (1993)
•Web 2.0. -> network of people (2004)
•Web 3.0. -> semantic web (collaboration of people and machines, AI, 3D graphics,..) = us now!
•The social web -network effect (cfr. Telephone) (WhatsApp -> Signal)
•Value of crowdsourcing (=the practice of obtaining information or input into a task or project by
enlisting the services of a large number of people, either paid or unpaid, typically via the internet)
•Tuten: Today web 2.x., but social media will eventually support full collective intelligence
Social software:
•Computer programs that enable to interact, create and share data online
•Apps or widgets
•Social services: application service sites – APIs (=application programming interface) -> bericht dat
wordt verzonden en antwoord dat terug wordt verstuurd vb. ober in restaurant: interactie met
database -> takes your request & tells the system what you want and than returns the respond back
to you
=The messager that takes requests and tells the system what you want to do & then returns the
respond back to you
•Chatbot
•Recommendation algorithms
Chatbots
Devices:
•Connected devices
•Wearables
•Internet of things gateways to make devices smart
People:
•Professional and non-professional users
•Citizen journalism, user-generated content
•Citizen advertisers
•Bloggers/Vloggers
•Commercial and non-commercial organizations
, -> social media empower users
-> Principle of shared participation
!! ex: The zones of Social Media
A. Social Community
sharing, conversing, socializing
Interaction and collaboration- networking as primary orientation
•Channels: social network sites, message boards, forums, wikis
•Social identity, social presence, connections
•Synchronous vs asynchronous communication
•Permanent or temporary content
Examples vehicles: fb, LinkedIn, Google Plus, Twitter
B. Social publishing
UGC, editorials, commercials
• Primary orientation: knowledge-sharing
• The production and issuance of content for distribution via social publishing sites
• Easy sharing of UGC – democratized content production and sharing
• 4 categories of social publishers:
- Individual users
- Independent professionals
- Professional contributors associated with organisations
- Brands (as part of content marketing strategy)
• Channels: blogs (blogger/technoci), microsharing sites (e.g. twitter), media sharing sites (e.g.
youtube, Flickr, slideshare), social bookmarking (Diigo) and news sites
• Also enable participation and sharing
C. Social entertainment
Art, games, music
•Primary orientation: entertainment-sharing
•Events, performances and recreational activities
•Channels: Social games, social music, video and social television (vb. Tiktok)
Vehicle: MySpace
D. Social Commerce
HR, retail/sales, CRM
