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Chapter 1: The Social Media Environment........................................................................................................ 6
Digital Native ...................................................................................................................................................... 6
Living a social (media) life .................................................................................................................................. 6
Social Behavior and the Philosophy of Participation .......................................................................................... 7
The infrastructure of Social Media ..................................................................................................................... 7
• The web as Platform ............................................................................................................................ 7
• Social Software ..................................................................................................................................... 8
• Devices ................................................................................................................................................. 8
• People .................................................................................................................................................. 8
The Zones of Social Media .................................................................................................................................. 8
Focus Model: 4 zones of Social Media ................................................................................................................ 8
• Social Community ................................................................................................................................ 9
• Social Publishing ................................................................................................................................... 9
• Social Entertainment ............................................................................................................................ 9
• Social Commerce .................................................................................................................................. 9
Monetization, Business Models and Social Media ........................................................................................... 10
Social Media Marketing ................................................................................................................................... 10
Marketing Communication: From Top-Down to Bottom-Up ............................................................................ 11
Social Media Achieves Marketing Objectives ................................................................................................... 12
Promotion and branding ............................................................................................................................. 12
Customer Relationship Management and Service Recovery ............................................................................ 13
Summary .......................................................................................................................................................... 14
Chapter 6: Social Community ......................................................................................................................... 15
The Social Community Zone ............................................................................................................................. 15
Social Network Sites (SNS) ................................................................................................................................ 16
• Audience and degree of specialization .............................................................................................. 16
• Social objects and passion-centric sites ............................................................................................. 16
• Openness ........................................................................................................................................... 16
Social network activities ................................................................................................................................... 16
Brand presence: Brands as Relationship Nodes ............................................................................................... 16
Brand participation and “Friendvertising” ....................................................................................................... 17
Post content and type....................................................................................................................................... 18
Brand engagement ........................................................................................................................................... 18
Brand fans ........................................................................................................................................................ 19
Social media strategies ..................................................................................................................................... 19
• Conversations..................................................................................................................................... 19
• Real-time marketing (RTM) ................................................................................................................ 19
• Contest and request for UGC ............................................................................................................. 19
Brand social communities................................................................................................................................. 19
Paid Media in Social Network Sites .................................................................................................................. 20
Advertising Types ............................................................................................................................................. 20
2
, Enhancing paid ads with sociality .................................................................................................................... 21
Elements of ad design ...................................................................................................................................... 21
Summary .......................................................................................................................................................... 23
Chapter 3: Network Structure and Group Influences in Social Media ............................................................. 24
Community Structure ....................................................................................................................................... 24
Networks: The Underlying Structure of Communities ...................................................................................... 24
Social Networks ................................................................................................................................................ 24
Characteristics of Online Communities............................................................................................................. 25
Presence ........................................................................................................................................................... 25
Purposive Value and Social Objects .................................................................................................................. 25
Standards of Behavior ...................................................................................................................................... 25
Participation ..................................................................................................................................................... 25
Social Capital .................................................................................................................................................... 26
Strong and Weak Ties ....................................................................................................................................... 26
The Rise of Influencers ...................................................................................................................................... 27
Flow: How Ideas Travel Online ......................................................................................................................... 29
WOM: Word-of-Mouth ..................................................................................................................................... 29
The Viral Spread of Social Content ................................................................................................................... 29
Chapter 2: Social Consumers .......................................................................................................................... 30
Segmentation and Targeting ............................................................................................................................ 30
• Geographic Segmentation ................................................................................................................. 30
• Demographic Segmentation .............................................................................................................. 30
• Psychographic Segmentation ............................................................................................................. 30
• Benefit Segmentation ........................................................................................................................ 31
• Behavioral Segmentation ................................................................................................................... 31
Social Identity ................................................................................................................................................... 32
Social Footprints ............................................................................................................................................... 32
Your Social Brand.............................................................................................................................................. 32
Motives and Attitudes Influencing Social Media Activities (inkorten!) ............................................................. 32
• Affinity impulse .................................................................................................................................. 32
• Personal utility impulse ...................................................................................................................... 33
• Contact comfort and immediacy impulse .......................................................................................... 33
• Altruistic impulse ............................................................................................................................... 33
• Curiosity impulse................................................................................................................................ 34
• Validation impulse ............................................................................................................................. 34
Privacy Salience ................................................................................................................................................ 34
Social Media Segments..................................................................................................................................... 35
• Social Technographics ........................................................................................................................ 35
• The Social Consumption/Creation Matrix .......................................................................................... 36
• A Typology of Social Utility ................................................................................................................. 36
Microblogs User Types ..................................................................................................................................... 37
Summary .......................................................................................................................................................... 38
3
, Chapter 8: Social Entertainment ..................................................................................................................... 39
The Social Entertainment Zone ......................................................................................................................... 39
Social Entertainment as Play ............................................................................................................................ 40
Marketing Objectives ....................................................................................................................................... 40
Social Games .................................................................................................................................................... 40
Gamer Segments .............................................................................................................................................. 40
Categorize Social Games .................................................................................................................................. 40
Game Based Marketing .................................................................................................................................... 41
• Around-Game and In-Game Advertising ............................................................................................ 41
• Product Placement ............................................................................................................................. 41
• Advergames ....................................................................................................................................... 42
Why do Social Games Work for Marketers? ..................................................................................................... 42
• Gamers are open to advertising content in games ............................................................................ 42
• Brands benefit when they associate with a successful fame ............................................................. 42
• Players identify with the brands their characters use, and this increases brand involvement ......... 42
• Branding within a game’s story is an unobtrusive way to share a brand’s core message ................. 43
• Targeting is possible for most in-game ads using gaming ad networks ............................................. 43
• Marketeers can measure a game’s promotional value ...................................................................... 43
Alternate Reality Games (ARG) ........................................................................................................................ 43
Lexicon of ARG .................................................................................................................................................. 44
Original Digital Video (ODV) and Branded Video ............................................................................................. 45
Social TV ........................................................................................................................................................... 45
Social Music ...................................................................................................................................................... 45
Immersive Branding ......................................................................................................................................... 45
Summary .......................................................................................................................................................... 46
Chapter 10: Social Media Analytics ................................................................................................................ 47
The Role of Social Media in Research ............................................................................................................... 47
Social Media Listening: The Research Process .................................................................................................. 47
Approaches ....................................................................................................................................................... 48
• Sentiment Analysis ............................................................................................................................. 48
• Content Analysis ................................................................................................................................ 48
Research Errors and Biases ............................................................................................................................... 49
• Coverage Error & Sampling Error ....................................................................................................... 49
• Nonresponse Bias............................................................................................................................... 49
Social Intelligence ............................................................................................................................................. 49
A Social Intelligence Model............................................................................................................................... 50
Primary Social Media Research ........................................................................................................................ 50
How can we use netnography? ........................................................................................................................ 50
Summary .......................................................................................................................................................... 51
Chapter 11: Social Media Metrics ................................................................................................................... 52
Strategic Options for Social Media Measurement Model ................................................................................ 52
Tying KPI’s to Meaningful Information ............................................................................................................. 53
4
Chapter 1: The Social Media Environment........................................................................................................ 6
Digital Native ...................................................................................................................................................... 6
Living a social (media) life .................................................................................................................................. 6
Social Behavior and the Philosophy of Participation .......................................................................................... 7
The infrastructure of Social Media ..................................................................................................................... 7
• The web as Platform ............................................................................................................................ 7
• Social Software ..................................................................................................................................... 8
• Devices ................................................................................................................................................. 8
• People .................................................................................................................................................. 8
The Zones of Social Media .................................................................................................................................. 8
Focus Model: 4 zones of Social Media ................................................................................................................ 8
• Social Community ................................................................................................................................ 9
• Social Publishing ................................................................................................................................... 9
• Social Entertainment ............................................................................................................................ 9
• Social Commerce .................................................................................................................................. 9
Monetization, Business Models and Social Media ........................................................................................... 10
Social Media Marketing ................................................................................................................................... 10
Marketing Communication: From Top-Down to Bottom-Up ............................................................................ 11
Social Media Achieves Marketing Objectives ................................................................................................... 12
Promotion and branding ............................................................................................................................. 12
Customer Relationship Management and Service Recovery ............................................................................ 13
Summary .......................................................................................................................................................... 14
Chapter 6: Social Community ......................................................................................................................... 15
The Social Community Zone ............................................................................................................................. 15
Social Network Sites (SNS) ................................................................................................................................ 16
• Audience and degree of specialization .............................................................................................. 16
• Social objects and passion-centric sites ............................................................................................. 16
• Openness ........................................................................................................................................... 16
Social network activities ................................................................................................................................... 16
Brand presence: Brands as Relationship Nodes ............................................................................................... 16
Brand participation and “Friendvertising” ....................................................................................................... 17
Post content and type....................................................................................................................................... 18
Brand engagement ........................................................................................................................................... 18
Brand fans ........................................................................................................................................................ 19
Social media strategies ..................................................................................................................................... 19
• Conversations..................................................................................................................................... 19
• Real-time marketing (RTM) ................................................................................................................ 19
• Contest and request for UGC ............................................................................................................. 19
Brand social communities................................................................................................................................. 19
Paid Media in Social Network Sites .................................................................................................................. 20
Advertising Types ............................................................................................................................................. 20
2
, Enhancing paid ads with sociality .................................................................................................................... 21
Elements of ad design ...................................................................................................................................... 21
Summary .......................................................................................................................................................... 23
Chapter 3: Network Structure and Group Influences in Social Media ............................................................. 24
Community Structure ....................................................................................................................................... 24
Networks: The Underlying Structure of Communities ...................................................................................... 24
Social Networks ................................................................................................................................................ 24
Characteristics of Online Communities............................................................................................................. 25
Presence ........................................................................................................................................................... 25
Purposive Value and Social Objects .................................................................................................................. 25
Standards of Behavior ...................................................................................................................................... 25
Participation ..................................................................................................................................................... 25
Social Capital .................................................................................................................................................... 26
Strong and Weak Ties ....................................................................................................................................... 26
The Rise of Influencers ...................................................................................................................................... 27
Flow: How Ideas Travel Online ......................................................................................................................... 29
WOM: Word-of-Mouth ..................................................................................................................................... 29
The Viral Spread of Social Content ................................................................................................................... 29
Chapter 2: Social Consumers .......................................................................................................................... 30
Segmentation and Targeting ............................................................................................................................ 30
• Geographic Segmentation ................................................................................................................. 30
• Demographic Segmentation .............................................................................................................. 30
• Psychographic Segmentation ............................................................................................................. 30
• Benefit Segmentation ........................................................................................................................ 31
• Behavioral Segmentation ................................................................................................................... 31
Social Identity ................................................................................................................................................... 32
Social Footprints ............................................................................................................................................... 32
Your Social Brand.............................................................................................................................................. 32
Motives and Attitudes Influencing Social Media Activities (inkorten!) ............................................................. 32
• Affinity impulse .................................................................................................................................. 32
• Personal utility impulse ...................................................................................................................... 33
• Contact comfort and immediacy impulse .......................................................................................... 33
• Altruistic impulse ............................................................................................................................... 33
• Curiosity impulse................................................................................................................................ 34
• Validation impulse ............................................................................................................................. 34
Privacy Salience ................................................................................................................................................ 34
Social Media Segments..................................................................................................................................... 35
• Social Technographics ........................................................................................................................ 35
• The Social Consumption/Creation Matrix .......................................................................................... 36
• A Typology of Social Utility ................................................................................................................. 36
Microblogs User Types ..................................................................................................................................... 37
Summary .......................................................................................................................................................... 38
3
, Chapter 8: Social Entertainment ..................................................................................................................... 39
The Social Entertainment Zone ......................................................................................................................... 39
Social Entertainment as Play ............................................................................................................................ 40
Marketing Objectives ....................................................................................................................................... 40
Social Games .................................................................................................................................................... 40
Gamer Segments .............................................................................................................................................. 40
Categorize Social Games .................................................................................................................................. 40
Game Based Marketing .................................................................................................................................... 41
• Around-Game and In-Game Advertising ............................................................................................ 41
• Product Placement ............................................................................................................................. 41
• Advergames ....................................................................................................................................... 42
Why do Social Games Work for Marketers? ..................................................................................................... 42
• Gamers are open to advertising content in games ............................................................................ 42
• Brands benefit when they associate with a successful fame ............................................................. 42
• Players identify with the brands their characters use, and this increases brand involvement ......... 42
• Branding within a game’s story is an unobtrusive way to share a brand’s core message ................. 43
• Targeting is possible for most in-game ads using gaming ad networks ............................................. 43
• Marketeers can measure a game’s promotional value ...................................................................... 43
Alternate Reality Games (ARG) ........................................................................................................................ 43
Lexicon of ARG .................................................................................................................................................. 44
Original Digital Video (ODV) and Branded Video ............................................................................................. 45
Social TV ........................................................................................................................................................... 45
Social Music ...................................................................................................................................................... 45
Immersive Branding ......................................................................................................................................... 45
Summary .......................................................................................................................................................... 46
Chapter 10: Social Media Analytics ................................................................................................................ 47
The Role of Social Media in Research ............................................................................................................... 47
Social Media Listening: The Research Process .................................................................................................. 47
Approaches ....................................................................................................................................................... 48
• Sentiment Analysis ............................................................................................................................. 48
• Content Analysis ................................................................................................................................ 48
Research Errors and Biases ............................................................................................................................... 49
• Coverage Error & Sampling Error ....................................................................................................... 49
• Nonresponse Bias............................................................................................................................... 49
Social Intelligence ............................................................................................................................................. 49
A Social Intelligence Model............................................................................................................................... 50
Primary Social Media Research ........................................................................................................................ 50
How can we use netnography? ........................................................................................................................ 50
Summary .......................................................................................................................................................... 51
Chapter 11: Social Media Metrics ................................................................................................................... 52
Strategic Options for Social Media Measurement Model ................................................................................ 52
Tying KPI’s to Meaningful Information ............................................................................................................. 53
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