Summary SMS
Chapter 1
Definition of horizontal revolution
Horizontal revolution: in the past producers were the ones sending information the customers (web
1.0) Nowadays, with social media we all have access to spread information. Producers + consumers
(web 2.0)
Definition of social media: “ A group of internet based applications to build on the ideological and
technical foundations of web 2.0 and that allow the creation and exchange of User Generated
Content”.
Social media research tools: hootsuite, WOM
Culture of participation
A belief in democracy, the ability to freely interact with other people, companies and organizations :
open access to venues that allow users to share content from simple comments to review ratings,
photos, the power to build on the content of others from your own unique point of view.
Difference media and vehicles
Media: refers to use of communication. The media we use may range from:
Mass media: communication that can reach a large number of individuals (broadcast, print,
digital channels).
Personal media: channels capable of two way communication on a small scale ( email,
surface, telephone, face to face conversations)
Communication travels use a medium or channel ( worth of mounth, tv, radio, newspapers, internet,
direct mail, telephone)
Within each medium marketers can choose specific vehicles to place a message. For example: within
the medium television marketers can choose the movie how I met your mother. Within medium
social media marketers can use Facebook, Instagram.
4 Social Media Zones
,Vehicles
Zone 1 Social Community: connects a similar interest, main relationship, develop your own social
identity (profile, picture, avatar). Includes social presence (how you are feeling)
Zone 2 Social Publishing: revolves around the content that you share 3 different types : blogs,
microblogs (twitter) and media sharing sites (Youtube).
Zone 3 Social Entertainment: for example candy crush, come2play, social life linked to Facebook. It is
also like WWC where you can play a game but you put money in it to gain ‘’dollars’’
Zone 4 Social Commerce: shopping but with the use of other opinions.
Suppose apply wants to be present in all four zones. This will be some of the vehicles apple could
use:
1. Social Community: start Facebook group
2. Social Publishing: upload videos on youtube about new products
3. Social entertainment: Itunes
4. Social Commerce: Review section apple store
Definition of psychic income
Psychic income: reward for your work, which is not expressed in money. For example: restaurant
review.
Definition from the book: perceived value that is not expressed in monetary form. It helps to grease
the wheels of social media.
The 5 P’s of marketing
1. Product
2. Price
3. Promotion
4. Place (distribution)
5. Participation
3 core types of media
Paid media: the purview of advertising. For example advertising on twitter
, Earned media: those messages that are distributed at no direct costs and by methods behind
control of the company (worth on mounth) (review restaurant shared on facebook.
Owned media: channels the brand controls, controlled profiles.
Zone Paid media Earned media Owned media
Social Community Ads Conversations, shared Controlled profiles
content likes, fans
Social Publishing Endorsements, Comment, shares, Corporate blogs,
branded channels search rankings branded media
sharing sites
Social Entertainment Social game adds In – game interaction Advergames
Social Commerce Sales promotion Reviews, social Social store fonts
shopping
Purchase process
1. Increase awareness: engage in social communities
2. Influence desire: promotion advertising
3. Encourage trial: samples
4. Facilitate purchase: sales promotion
5. Cement brand loyalty: engaging activities
If a customer is unhappy about the service of a company, it is important to have a plan in place to
initiate service recovery (the action an organization takes to correct mishaps and win back
dissatisfied customers.
A helpful set of guidelines for service recovery is the LARA Framework:
Listen to customer conversations
Analyse those conversations
Relate this information to relevant information in your enterprise
Act on those customer conversations
Chapter 1
Definition of horizontal revolution
Horizontal revolution: in the past producers were the ones sending information the customers (web
1.0) Nowadays, with social media we all have access to spread information. Producers + consumers
(web 2.0)
Definition of social media: “ A group of internet based applications to build on the ideological and
technical foundations of web 2.0 and that allow the creation and exchange of User Generated
Content”.
Social media research tools: hootsuite, WOM
Culture of participation
A belief in democracy, the ability to freely interact with other people, companies and organizations :
open access to venues that allow users to share content from simple comments to review ratings,
photos, the power to build on the content of others from your own unique point of view.
Difference media and vehicles
Media: refers to use of communication. The media we use may range from:
Mass media: communication that can reach a large number of individuals (broadcast, print,
digital channels).
Personal media: channels capable of two way communication on a small scale ( email,
surface, telephone, face to face conversations)
Communication travels use a medium or channel ( worth of mounth, tv, radio, newspapers, internet,
direct mail, telephone)
Within each medium marketers can choose specific vehicles to place a message. For example: within
the medium television marketers can choose the movie how I met your mother. Within medium
social media marketers can use Facebook, Instagram.
4 Social Media Zones
,Vehicles
Zone 1 Social Community: connects a similar interest, main relationship, develop your own social
identity (profile, picture, avatar). Includes social presence (how you are feeling)
Zone 2 Social Publishing: revolves around the content that you share 3 different types : blogs,
microblogs (twitter) and media sharing sites (Youtube).
Zone 3 Social Entertainment: for example candy crush, come2play, social life linked to Facebook. It is
also like WWC where you can play a game but you put money in it to gain ‘’dollars’’
Zone 4 Social Commerce: shopping but with the use of other opinions.
Suppose apply wants to be present in all four zones. This will be some of the vehicles apple could
use:
1. Social Community: start Facebook group
2. Social Publishing: upload videos on youtube about new products
3. Social entertainment: Itunes
4. Social Commerce: Review section apple store
Definition of psychic income
Psychic income: reward for your work, which is not expressed in money. For example: restaurant
review.
Definition from the book: perceived value that is not expressed in monetary form. It helps to grease
the wheels of social media.
The 5 P’s of marketing
1. Product
2. Price
3. Promotion
4. Place (distribution)
5. Participation
3 core types of media
Paid media: the purview of advertising. For example advertising on twitter
, Earned media: those messages that are distributed at no direct costs and by methods behind
control of the company (worth on mounth) (review restaurant shared on facebook.
Owned media: channels the brand controls, controlled profiles.
Zone Paid media Earned media Owned media
Social Community Ads Conversations, shared Controlled profiles
content likes, fans
Social Publishing Endorsements, Comment, shares, Corporate blogs,
branded channels search rankings branded media
sharing sites
Social Entertainment Social game adds In – game interaction Advergames
Social Commerce Sales promotion Reviews, social Social store fonts
shopping
Purchase process
1. Increase awareness: engage in social communities
2. Influence desire: promotion advertising
3. Encourage trial: samples
4. Facilitate purchase: sales promotion
5. Cement brand loyalty: engaging activities
If a customer is unhappy about the service of a company, it is important to have a plan in place to
initiate service recovery (the action an organization takes to correct mishaps and win back
dissatisfied customers.
A helpful set of guidelines for service recovery is the LARA Framework:
Listen to customer conversations
Analyse those conversations
Relate this information to relevant information in your enterprise
Act on those customer conversations
