Summary social media marketing

Samenvatting social media
marketing
Anouk de Groot


Inhoud
Lecture 1: Introduction...........................................................................................................................2
Lecture 2: Motives of social media users & social community...............................................................4
Seminar 1: Introduction + Motives of social media users.......................................................................8
Lecture 3: Persuasive intent & social influencers....................................................................................9
Lecture 4: Interactivity, personalization & social entertainment..........................................................12
Lecture 5: Social media marketing effects............................................................................................15

,Lecture 1: Introduction
From traditional marketing  social media marketing
 Firms can communicate with customers
 People can create UGC
o Consumers share experiences with products/services
o Consumers trust other consumers more than brands
o WOM
o Haul trends on SM
 Shein created campaign and invited influencers, but backfired  crisis
response
o Six groups of UGC participants
 Active creators (post video’s, comments, actively create and post)
 Critics (respond and are critical, evaluations, reviews)
 Collectors (e.g. reddits)
 Joiners (join community, but don’t need to post, like on reddit)
 Passive spectators (look, but don’t post)
 Inactives (most people; may have made a profile sometimes, but don’t
use it anymore)
 Brand generated content
o Create entertaining content, involve the community
o Make real-time marketing (inhakers, something that is actually going on)
o Active presence of brands on SM
 Banners/paid ads
 Sponsored posts
 Social campaigns
 Company pages
 Webcare

Audio advertising is getting more important
 In-car ad placements: listening to podcasts  ads
 Contextual targeting: nice song you like  ad  happy mood
 Dynamic creative optimization (DCO): does use personal data, optimization of content
based on your own history and preferences
 Table for differences DCO vs. contextual targeting




o

Theory
Social media definitions

,  Weinberg (2009): more web-based
 Kaplan & Haanleid (2010): Web 2.0, UGC
 Tuten & Solomon (2018): networks of people, mobility
Social media =
 Internet applications, for social interaction, where users can add content to share,
inform, create
 Social media can be both mass media (1-to-many) and personal media (1-to-1)
Social media marketing: 5 characteristics Van Noort & Antheunis (2011)
 1. All marketing communications
 2. Initiated by a marketeer/organization/firm
 3. To influence a target audience
 4. By creating a process of sharing the communicated message
 5. By users of a social medium

Users  medium  effects
Social media vs. traditional media
 User: SM used for different purposes
 Medium: different characteristics of medium
 Effects: SM vs. traditional media have different effects

Articles
Li et al. (2021)
 SMMS = social media marketing strategies
 Development process of SMMS
o Drivers = motivate firms to use SM
o Inputs = resources used to build SMMS
o Throughputs = strategic actions
o Outputs = outcomes of strategy
 4 types of SMMS based on strategic maturing
o Social commerce strategy
o Social content strategy
o Social monitoring strategy
o Social CRM strategy

Li et al. (2023)
 Social media investigated in literature as a:
o Promotion and selling outlet
o Communication and branding channel
o Monitoring and intelligence source
o Customer relationship management and value co-creation platform
o General marketing and strategic tool

Borges-Tiago et al. (2019)
 What motivates users to share viral content on SM?
 Meaningful content affects users’ attitudes toward sharing
 The emotional tone and arousal level of content effect users’ willingness to
disseminate information