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    Social Media para Marketing

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    Joana Huamán
    Social media has transformed marketing and business in several ways. It allows for multidirectional communication, persistence of content, high visibility of information, easy spreadability of content, searchability of information, and modularity through features like crowdfunding. The key affordances of social media that marketers can leverage include multidirectionality, persistence, visibility, spreadability, searchability, and modularity. Developing an effective social media marketing plan involves conducting a situation analysis, setting objectives, understanding the target audience, selecting appropriate platforms, creating an experience strategy, establishing an activation plan, and managing and measuring performance.

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    Social Media para Marketing

    Uploaded by

    Joana Huamán
    16 views59 pages
    Social media has transformed marketing and business in several ways. It allows for multidirectional communication, persistence of content, high visibility of information, easy spreadability of content, searchability of information, and modularity through features like crowdfunding. The key affordances of social media that marketers can leverage include multidirectionality, persistence, visibility, spreadability, searchability, and modularity. Developing an effective social media marketing plan involves conducting a situation analysis, setting objectives, understanding the target audience, selecting appropriate platforms, creating an experience strategy, establishing an activation plan, and managing and measuring performance.

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    Social media has transformed marketing and business in several ways. It allows for multidirectional communication, persistence of content, high visibility of information, easy spreadability of content, searchability of information, and modularity through features like crowdfunding. The key affordances of social media that marketers can leverage include multidirectionality, persistence, visibility, spreadability, searchability, and modularity. Developing an effective social media marketing plan involves conducting a situation analysis, setting objectives, understanding the target audience, selecting appropriate platforms, creating an experience strategy, establishing an activation plan, and managing and measuring performance.

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    16 views59 pages

    Social Media para Marketing

    Uploaded by

    Joana Huamán
    Social media has transformed marketing and business in several ways. It allows for multidirectional communication, persistence of content, high visibility of information, easy spreadability of content, searchability of information, and modularity through features like crowdfunding. The key affordances of social media that marketers can leverage include multidirectionality, persistence, visibility, spreadability, searchability, and modularity. Developing an effective social media marketing plan involves conducting a situation analysis, setting objectives, understanding the target audience, selecting appropriate platforms, creating an experience strategy, establishing an activation plan, and managing and measuring performance.

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    of 59

    Social Media para Marketing

    Daiane Scaraboto, PhD

    Social Media para Marketing Daiane Scaraboto


    A quick survey

    • https://goo.gl/forms/bAszD2La5p8651P42
    Agenda

    • Introduction to Social Media for Marketing


    In 2008, Orkut had more than 120 million active users
    Social Media Marketing: A cultural and strategic perspective

    Community

    Coordination Conversation

    Collaboration Content
    The cluetrain manifesto

    • http://www.cluetrain.com
    • Check the 95 theses
    • Tweet your favorite – the one you think holds valid for
    today’s social media marketing context
    • Use #SocialMediaUC and #cluetrain
    Social Media in 2020

    • Increased media consumption speed


    • Mobile video explosion
    • The rise of live video
    • The impact of AR and VR technology
    • Growing utilization of virtual assistants
    “Social Media is all about our social nature growing to levels
    never seen in human history. Social Media is about certain
    Human 1.0 behaviors finally taking hold in the business
    world, where they’ve been long absent.”
    – Gossieaux and Moran
    What is Human 1.0?
    • Group behaviour
    • Trust
    • Reputation
    • Reciprocity
    • Fairness
    • Generosity
    • Personal connections
    Medios sociales / Social Media
    vs.
    Redes sociales/ Social Networks

    Social Media para Marketing Daiane Scaraboto


    Traditional networks

    - Who are your closest family members?


    - Who do you ask for advice when it comes to career
    decisions?
    - Who would you ask to join you on a night-out or a
    concert?
    Social vs. individual
    What else has social media transformed?
    • Identity
    • Relationships
    • Community
    • Businesses
    • Politics
    • Institutions
    • Culture
    In academia: two types of transformations
    New types of data for research New behaviors to study
    Transformaciones en mercados
    What kind of transformations have social media
    produced in your industry or field?
    Social media affordances

    1. Multidirectionality “‘Wait! What? When did they replace the favorite star with a
    heart? I'm now too scared to favorite in case somebody gets the
    2. Persistency wrong idea’ — (@ForresterRobert, Nov 3, 2015)

    ‘I'm actually sad to see the “heart” feature on the mobile app. I'd
    3. Visibility hate to see Twitter start to lose its essence. I hope this is
    temporary’— (@deray, Nov 3, 2015)’
    4. Spreadability
    ‘Twitter changing the “favorite” star to a “like” heart is everything
    5. Searchability that is wrong with capitalism, in icon form’ — (@room34, Nov 3,
    2015).
    6. Modularity
    1. Multidirectionality
    2. Persistency
    3. Visibility
    4. Spreadability

    “The currency of social media is the share”


    - Jeff Haden, Inc.com
    4.8 million tweets across 10,000 profiles
    • Based on all of the tweet data we have collected, the early morning
    hours appear to be the time in which tweets receive the most clicks,
    on average.
    • Evenings and late at night are the times when your tweets receive the
    most favorites and retweets, on average.
    • In some cases, times with the highest amount of average engagement
    are almost inversely related to the most popular times to tweet.
    • The most popular time to tweet and the best times to tweet for
    engagement differ across time zones, so it’s still important to
    experiment and find the times when your audience is most engaged.
    5. Searchability
    6. Modularity
    Parent, Michael, Kirk Plangger, and Anjali Bal. "The new WTP: Willingness to
    participate." Business horizons 54.3 (2011): 219-229.
    Tracking History
    (30,941.1km )
    268 transfers
    Launched May 1st, 2004
    Source: Money Circulation, Trackable Items, and the Emergence of Universal Human Mobility Patterns. Dirk Brockmann
    And Fabian Theis. PERVASIVE computing Published by the IEEE CS
    Modularity >> Crowdfunding
    Social media affordances

    1. Multidirectionality “‘Wait! What? When did they replace the favorite star with a
    heart? I'm now too scared to favorite in case somebody gets the
    2. Persistency wrong idea’ — (@ForresterRobert, Nov 3, 2015)

    ‘I'm actually sad to see the “heart” feature on the mobile app. I'd
    3. Visibility hate to see Twitter start to lose its essence. I hope this is
    temporary’— (@deray, Nov 3, 2015)’
    4. Spreadability
    ‘Twitter changing the “favorite” star to a “like” heart is everything
    5. Searchability that is wrong with capitalism, in icon form’ — (@room34, Nov 3,
    2015).
    6. Modularity
    “On average, 1,500 stories could appear in the news
    feed every time someone logs in [to Facbeook]. The news feed
    algorithm chooses approximately 300 stories based on
    thousands of factors relative to each user.”

    Rosenthal, Benjamin, and Eliane PZ Brito. "How virtual brand community traces may
    increase fan engagement in brand pages." Business Horizons 60.3 (2017): 375-384.
    Taringa!
    The social media marketing plan
    A. Conduct a situation analysis and identify key opportunities
    B. State objectives
    C. Gather insight into target audience
    D. Select social media zones and vehicles (or activities and platforms)
    E. Create an experience strategy
    F. Establish an activation plan
    G. Plan to manage and measure
    Time to work in teams!
    • Let’s form teams (4-5 people, expertise variance)
    • Discuss potential companies, brands, or products you want to
    work with
    • Write-up a one page proposal about it, e-mail it to
    dscaraboto@gmail.com (body of text, no attachments please)
    For our next class:

    Readings:
    Brand Public (3)
    Netnography: The Marketer’s secret weapon (5)

    Bring a notebook/laptop for the netnography exercise

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