Inhoudsopgave
CLASSES .................................................................................................................................................................................... 2
CLASS 1: Social media marketing ...................................................................................................................................................2
CLASS 2: Social media marketing ...................................................................................................................................................8
CLASS 3: Guest lecture Ibe Delvaux on sustainability ...................................................................................................................14
CLASS 4: Self-study on online advertising .....................................................................................................................................21
CLASS 5: Social consumers ............................................................................................................................................................29
CLASS 6: Persona presentations and social media marketing strategy ........................................................................................39
CLASS 7: Continuing social media marketing strategy and tactical planning...............................................................................43
CLASS 8: Network structure ..........................................................................................................................................................56
CLASS 9: Social community ...........................................................................................................................................................64
CLASS 10: Guest lecture Sunweb ..................................................................................................................................................73
CLASS 11: Social media research and analytics and social media metrics....................................................................................89
CLASS 12: Social publishing zone ................................................................................................................................................103
CLASS 13: Social entertainment and social commerce ...............................................................................................................114
EXTRA INFORMATION AND ADDITIONAL READINGS ............................................................................................................. 119
ADVERTISING ..............................................................................................................................................................................119
IN-STORE LOCATION-BASED MARKETING WITH BEACONS ........................................................................................................124
THE RISE OF VLOGGERS: INTEGRATED ADVERTISING AND THE CURRENT REGULATORY FRAMEWORK....................................126
,ONLINE AND SOCIAL MEDIA STRATEGIES
CLASSES
CLASS 1: Social media marketing
Introduction
SEM: Search engine marketing
• SEO: Search Engine Optimization: improving your website and its structure to make your site more
‘findable’ and increase your ranking in an organic search
• SEA: Search Engine Advertising: paid advertisements in Google, linked to certain keywords
o PPC: pay per click: you pay when the surfer clicks on the advertisement
SEA is the yellow part, it’s paid advertising. While SEO is the green
part, where you optimize your site/product/… marketing so it’s one
of the top non-paid choices in Google, it’s an ‘organic’ search.
SMM: Social media marketing
• SMO: Social Media Optimization: content building strategy for user engagement
• SMA: Social Media Advertising: paid advertising, for example on Facebook
For an example of SMO you can look at the Facebook page of the VUB and everything they do to engage
with the followers, but when you are on Facebook and encounter an advertisement of e.g. Zalando, that’s
SMA.
Why focus on social media marketing?
• Online marketing is about reaching and engaging people
o This is the core of social media
, • The infrastructure of social media enables user empowerment
o Users can engage however they want (positive and negative)
• Innovative strategies in a young domain (15 years ago, social media didn’t even exist yet)
Social media is omnipresent in our daily lives.
Quite a young timeline. Social media are the fastest growing media in terms of reach and impact. It took
radio 38 years to reach 50 million listeners, TV 13 years, internet 4 years. Facebook added 100 million users
in less than 9 months.
Social media impact on our daily lives
The problem with social media is that you can start to live your life
through a screen without even noticing. Who in the picture is enjoying
the moment the most if you’re critical? There have been accidents and
even deaths (see article) while taking selfies. Social media also change
the way we look at the world.
, There was a Facebook challenge a few months/years ago that was called the ’10 year challenge’ and you had
to post a picture of you now and then a picture of you 10 years ago to see how much you’ve changed. But
there is a rumor that Facebook initiated this challenge to optimize their facial-recognition algorithm, this is
denied by Facebook though. More in this article: https://www.wired.com/story/facebook-10-year-meme-
challenge/. If you use social media it’s always best to reflect about what you’re doing and sharing.
But also a company’s life
The example here is of Samsung. They got a message from a customer asking for a free phone and giving
them a self-drawn picture of a dragon. They didn’t give him the free phone but did send back a self-drawn
picture of a kangaroo on a unicycle. The customer posted the funny response online and it gave Samsung an
immense impact, it was great marketing for them. That’s why in the end they did give him the free phone
with a phone case of his dragon. This kind of going viral effects companies in a positive way.
This could also go the other way though, KFC once got a lot of bad marketing when a customer phosted a
photo of a rat-shaped object he got in his KFC. They claim it was oddly shaped chicken. More here:
http://fortune.com/2015/06/17/kfc-rat-chicken/
FOUNDATIONS OF SOCIAL MEDIA MARKETING (pages 1-35 in the book)
What are social media?
• “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
The social media value chain
Organizes the complex environment into
its core components. Infrastructure: web,
the internet. Channels hosts: the network
sites. Supporting software/services: apps.
And the devices.
CLASSES .................................................................................................................................................................................... 2
CLASS 1: Social media marketing ...................................................................................................................................................2
CLASS 2: Social media marketing ...................................................................................................................................................8
CLASS 3: Guest lecture Ibe Delvaux on sustainability ...................................................................................................................14
CLASS 4: Self-study on online advertising .....................................................................................................................................21
CLASS 5: Social consumers ............................................................................................................................................................29
CLASS 6: Persona presentations and social media marketing strategy ........................................................................................39
CLASS 7: Continuing social media marketing strategy and tactical planning...............................................................................43
CLASS 8: Network structure ..........................................................................................................................................................56
CLASS 9: Social community ...........................................................................................................................................................64
CLASS 10: Guest lecture Sunweb ..................................................................................................................................................73
CLASS 11: Social media research and analytics and social media metrics....................................................................................89
CLASS 12: Social publishing zone ................................................................................................................................................103
CLASS 13: Social entertainment and social commerce ...............................................................................................................114
EXTRA INFORMATION AND ADDITIONAL READINGS ............................................................................................................. 119
ADVERTISING ..............................................................................................................................................................................119
IN-STORE LOCATION-BASED MARKETING WITH BEACONS ........................................................................................................124
THE RISE OF VLOGGERS: INTEGRATED ADVERTISING AND THE CURRENT REGULATORY FRAMEWORK....................................126
,ONLINE AND SOCIAL MEDIA STRATEGIES
CLASSES
CLASS 1: Social media marketing
Introduction
SEM: Search engine marketing
• SEO: Search Engine Optimization: improving your website and its structure to make your site more
‘findable’ and increase your ranking in an organic search
• SEA: Search Engine Advertising: paid advertisements in Google, linked to certain keywords
o PPC: pay per click: you pay when the surfer clicks on the advertisement
SEA is the yellow part, it’s paid advertising. While SEO is the green
part, where you optimize your site/product/… marketing so it’s one
of the top non-paid choices in Google, it’s an ‘organic’ search.
SMM: Social media marketing
• SMO: Social Media Optimization: content building strategy for user engagement
• SMA: Social Media Advertising: paid advertising, for example on Facebook
For an example of SMO you can look at the Facebook page of the VUB and everything they do to engage
with the followers, but when you are on Facebook and encounter an advertisement of e.g. Zalando, that’s
SMA.
Why focus on social media marketing?
• Online marketing is about reaching and engaging people
o This is the core of social media
, • The infrastructure of social media enables user empowerment
o Users can engage however they want (positive and negative)
• Innovative strategies in a young domain (15 years ago, social media didn’t even exist yet)
Social media is omnipresent in our daily lives.
Quite a young timeline. Social media are the fastest growing media in terms of reach and impact. It took
radio 38 years to reach 50 million listeners, TV 13 years, internet 4 years. Facebook added 100 million users
in less than 9 months.
Social media impact on our daily lives
The problem with social media is that you can start to live your life
through a screen without even noticing. Who in the picture is enjoying
the moment the most if you’re critical? There have been accidents and
even deaths (see article) while taking selfies. Social media also change
the way we look at the world.
, There was a Facebook challenge a few months/years ago that was called the ’10 year challenge’ and you had
to post a picture of you now and then a picture of you 10 years ago to see how much you’ve changed. But
there is a rumor that Facebook initiated this challenge to optimize their facial-recognition algorithm, this is
denied by Facebook though. More in this article: https://www.wired.com/story/facebook-10-year-meme-
challenge/. If you use social media it’s always best to reflect about what you’re doing and sharing.
But also a company’s life
The example here is of Samsung. They got a message from a customer asking for a free phone and giving
them a self-drawn picture of a dragon. They didn’t give him the free phone but did send back a self-drawn
picture of a kangaroo on a unicycle. The customer posted the funny response online and it gave Samsung an
immense impact, it was great marketing for them. That’s why in the end they did give him the free phone
with a phone case of his dragon. This kind of going viral effects companies in a positive way.
This could also go the other way though, KFC once got a lot of bad marketing when a customer phosted a
photo of a rat-shaped object he got in his KFC. They claim it was oddly shaped chicken. More here:
http://fortune.com/2015/06/17/kfc-rat-chicken/
FOUNDATIONS OF SOCIAL MEDIA MARKETING (pages 1-35 in the book)
What are social media?
• “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
The social media value chain
Organizes the complex environment into
its core components. Infrastructure: web,
the internet. Channels hosts: the network
sites. Supporting software/services: apps.
And the devices.
