• where does social media marketing planning fit
• business objectives
• marketing plans
• IMC plan
• Social Media Marketing plan
• stages of social media marketing maturity
• trial phase
• transition phase
• A target audience social media profile include the market’s social activities and styles, such as their level of social media participation, the channels they utilize and the communities in which they are active, and their behavior in social communities
• When engaged in a viral marketing campaign, firms often send product samples to a selected group of consumers and ask them to generate WOM about that product or share their feedback with other consumers. This technique is known as seeding
• What are the three phases of social media marketing maturity ?
• Trial, Transition, and strategic
• As FourSquare members check in, local businesses in that area can reach out to them with special offers and interactive promotions such as free drinks or discounts. What types of segmentations are local businesses using when they give offers through FourSquare? Graphic Segmentation
• Media democratization means that the members of social communities, not traditional media publishers such as magazines or newspaper companies, control creation, delivery, and popularity
• What is the difference between synchronous and asynchronous interactions
• Synchronous occur in real time; asynchronous don’t require al the participants to respond immediately
• Crowdsourcing describes a process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks
• Flows are exchanges of resources, information,or influence among members of the network. They have 3 important characteristics
• Directionality,Reciprocity, and strength
• One of the most important motives for brands to acknowledge is when people ask, “What’s in it for me?” What type of impulse does this best describe?
• Personal Utility
• The impression that make up the data that marketers use to point your social identity are also known as which of the following?
• Social footprint
• Social Capital represent resources accumulated via community relationships and access to others which are ‘traded’ for other things
• Which of the four zones of social media mainly assist in the dissemination of content to an audience
• Social Publishing
• Television, newspapers, and magazines are mediums used by companies to communicate a message
• Which type of power refers to the ability to punish others
• Coercive
• Digital Identity refers to the way we represent ourselves via text, images, sounds, and video to others who access the Web

• strategic phase- firm utilizes a formal process to plan social media
• what are the steps in social media marketing planning
• good plan characteristics
• understand the marketplace
• establish clear measurable goals
• Step 1: Situation Analysis
• review firms environment and SWOT analysis
• good questions to ask
• are there links between direct strategy and social media
• what activities can be tied to social media
• what resources can be directed to social media
• is the organization prepared for social media
• who are our customers
• who are our competition
• what key trend may affect our decisions
• step 2: objective and budgeting  
• task ( what is to be accomplished
• quantity ( how much)
• time ( by when)
• budgeting methods
• percentage of ad spend method
• competitive party method
• objective and task method
• what objective metrics do
• ensure accountability
• demonstrate financial contribution of marketing efforts help us to work smarter an more efficiently
• step 3 : gather target audience insight
• which segments should we select to target
• create social media profiles
• geodemographic, psychographics and product-usage, characteristics
• in which zones and communities do they participate
• how do they use social media
• what is important to them
• step 4: select social zones
• step 5: developing an experience strategy
• common issues addresses in a creative belief
• what are the existing creative assets
• how can we integrate with other branded media being used by the organization
• what experiences are possible given target market needs and motives, the available channels and the creative assets
• what content will be needed
• comments
• questions and polls
• video/images
• apps

My last 5 posts say I like food an I look for validation because I post big events and when I meet famous people.

Seeding and Viral marketing

• Viral = spreads wildley and rapidly from one consumer to another
• Viral coefficient - the number of new consumers that each existing consumers can convert others
• k=i*conv%
• n= number of existing customers
• i= number of invites
• conv% percentage of invites that converts customers
• How to make things viral
• Sharing should be easy
• Sharing mechanism should drive conversation
• Use seeds
• Seeding - sends product samples to a select group of customers
• Good seed
• Experts or influencers in a field
• Viral marketing is popular
• More influential: your friends
• Mass produced items will not be good to use social media : toilet paper
• Lots of connections, frequent posters
• Shared value: goal of business = goal of customer
• Online marketing foundations
• Things you need : mission statement, objectives, value proposition elevator pitch
• Online shoppers should be trusted my niche
• Be as specific as possible
• Customer strategy: mission statement, target audience,audience goals, audience technology
• Bounce rate: a percentage of visitors who arrived at your site but left after visiting only one page
• Click through rate: clicks per acquisition
• Cost per acquisition: cost per action done  
• Cost per acquisition should be lower than lifetime value
• Lifetime value: prediction of net profit attributed to the relationship
• SEO, Search, social media, video: figure out which will have the greatest return on investment
• Figure out how much effort and value is going to be produced
• Efforts for result
• 1990 - static display, first clickable ad - 1993
• 1998 - first search ad keywords, google adwords launched in 2003  
• Which form of social media marketing  is most valuable? Search is most valuable because it directly connects to customers
• Must work on mobile
• Website must be …
• Mobile friendly
• Be the same on all browsers
• Does it give an answer to all the questions, does it reflect the brand, is it up to date,
• are products easy to find,
• are policies easy to find,
• how does it compare to competitors
• Good domain names bust must be:
• Relevant
• Make it memorable
• Use .com because its most useful
• Domain should be usable
• Find a designer
• Run a who is - whois.net: if you want to inquire about a domain name get a quote and timeline, talk to past clients, see the process
• Web standards: validator.ws.org
• Check website developer - check their google page speed insights scores, are they contributing to public repositories
• Wordpress.com - to build websites
• Squarespace.com - $8 a month
• Shopify.com: e-commerce
• To decrease bounce rate create a landing page because it reinforces decision to click, grabs attention, frames the attention
• Build goal specific landing pages
• Teaser pages
• A teaser page gives visitors just enough information to get them to the next step of your process i.e. a countdown to a launch page  
• squeeze pages,
• Get info from consumers
• infomercial pages
• All information about the page
• viral pages
• Have users gain credits for referring others
• After finding a page type: define the goal
• 7-6 seconds to get people to stay
• Define the goal
• Specify the information
• You need to accomplish the goal
• Outline what the user needs to do
• Determine the users shared value
• Track the results
• Involve copywriters in the beginning
• Responsive website - will adjust to screens
• Install google tag manager to edit tags and get analytics
• If the goal can be completed even if someone hasn’t really completed the goal it is artificially inflated
• Funnel: how you set up steps to arrive at a goal
• KPI: key performance indicators - tell the story of what is working, what is not and what's impacting other aspects
• Have a quantifiable goal
• Brand marketing objective
• Set a KPI for total revenue and even the ratio of new to return visitors
• Landing page: bounce rate an KPI can track with an excel sheet or cyfe.com, geckoboard.com
• Last click attribution and view-through conversion: when a customer sees an ad and later returns to complete a conversion on you site is a view-through conversion   
• Wholesome attribution model: all value is given to last or first click
• Fractional attribution model: model gives each channel a percentage
• If you get involved by google it can increase how high you are when your industry is searched
• Rank is determined by importance and relevance
• Every image should have an image and an alt tag description
• Google ad words
• Google my business gets you listed on google maps and this gets your location pasted as well as photos of your business
• Costs when hiring a search engine optimizer
• Site audit strategy development, monthly retainer
• SEO Red Flags
• Guarantees given, encourage link exchange, promise instant results, special relationship with premium directory services
• Search network - someone is conducting a search
• Display network - website and ppps
• CPC: cost per click
• Good click through rate higher than 10%
• Social Media: distributing content organically
• 1 hour on social networks a day
• Write copies, design/find images, evaluate results
• SWOT analysis highlights relevant aspects of the firm’s internal and external environment that could affect the organizations choices, capabilities, and resources

THE HORIZONTAL REVOLUTION

CH. 1

Forms of Media

• What is a medium? (Media is plural)
• A means of communication
• Mass Media
• Means of communication
• Personal media
• Channels capable of two-way communications on a small scale

Type of Interactions

• Synchronous Interactions
• occur in real time, such as when you text back-and-forth with a friend

• Asynchronous Interactions
• Don’t require all participants to respond immediately

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.

Mind-Boggling Social Media Info

• Time to reach 50 million users:
• Radio = 38 years
• TV = 13 years
• Internet = 4 years
• Facebook = 100 million users in under 9 months

It’s About Participation

• How do people participate
• Post a status update
• Create a blog
• Use of group deal
• Share a micro-post with your network
• Make a video and share it
• Play social games…

Social Media Zones

• Social Community- Focused on relationships and/ or common activities people participation in with others
• Social networking sites allow members to
• Construct social identities
• Maintain a social presence
• Develop lasting connections and maintain existing ones

• Social Publishing- Sites and in the dissemination of content to an audience
• Blogs
• A website that host regularly update online content that may include text, graphics, audio, and video

• Microsharing Sites (Microblogging)-
• Like blogs except that there is a limit to the length of the content you can post

• Media Sharing Sites
• Typically feature video, Audio (Music and Podcasts) Photos, and presentations and documents rather than text or a mix of media

• Social Entertainment – Encompass channels and vehicles that offer opportunities for play and enjoyment
• Social Games
• Hosted Online
• Include opportunities for interaction with members of a player’s network
• Allows for status updates and achievement tracking

• Entertainment Communities
• Hybrid between several zones

• Social Commerce- Refers to the use of social media to assist in the online buying and selling of products and services
• Reviews and ratings
• Deal sites and deal aggregators
• Social Shopping markets
• Social storefronts

Web 2.0: The Defining Characteristics of Social Media

• Web as platform
• User participation and user-generated content
• Crowdsourcing

• Network Effects
• Scalability
• Perpetual Beta
• Reputation Economy

User Participation, User-Generated Content, And Crowdsourcing

• Co-Creators
• Users that have a say in what producers and marketers offer in the market place

• User-Defined Content
• Folksonomies
• Sets of labels, or tags, individuals choose in a way that makes sense to them, as opposed to using preferred keywords

• Taxonomies
• Classifications that experts create

• Crowdsourcing
• Harness the collective knowledge of a crowd to solve problems and complete tasks

Network Effects, Scalability, and Reputation Economies

• Network Effect
• Gives each user additional value due to participation
• It enables crowdsourcing

• Scalability      
• Able to grow and expand capacity as needed without negatively (or at least minimally) affecting the contribution margin of the business

• Reputation Economy
• Reputation economy where the value that people exchange is measured in esteem as well as in dollars, euros, or pounds

Social Media and Marketing

• Marketing= Creating, Communicating, Delivering, and Exchanging Value
• Social media enables consumers to have more of a say in the products and services that marketers create to meet their needs.

What is Social Media Marketing

• Social media marketing is the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders.

The infrastructure of Social Media

• Social Software
• Computers that enable to interact, create, and share data online
• E.G. Apps. Widgets, Etc.

• Devices
• Pieces of equipment we use to access the internet

• People
• Social media create value when people participate, create, and share content
• Citizen journalists
• Citizen advertisers

Monetization in Social Media

• Monetization Strategy
• How business earn revenue
• Must fit into firm’s overall business model

• Most common forms of monetization
• Advertising
• Service fee for users

• The monetization strategy relies up on attracting as many people as possible to the content
• “Psychic Income” and Social Currency
• Perceived value that is not expressed in monetary form
• Having a strong or valuable reputation
• Think about Brand Equity

Social Media and Marketing Communications

• Traditional Marketing Communications
• One-way Communications
• Targeted messages to large segments of consumers via Broadcast, Radio, and Print Media

• Only Direct contact with consumers was with Boundary Spanners
• Employee who interact directly with customers

• E-Commerce
• Allows customers to examine (onscreen) different brands and to conduct transactions via the internet

• Firms are only engaged with the consumers at very specific points in time
• Social media can influence the consumer throughout the decision-making process
• Performs:
• Advertising activities
• Public relations activities
• Customer relationship management activities

Customer Relationship Management and Service Recovery

• Customer relationship management (CRM)
• Focus on what we do with a customer after the first sale
• Service Recovery
• The actions an organization takes to correct mishaps and win back dissatisfied customers

• Social CRM
• Embraces software and processes that include the collective intelligence of a firm’s customers

The Lara Framework

• Listen – to customers’ conversations
• Analyze - conversations
• Relate – relate information within enterprise systems
• Act – on customer conversations

Marketing Objectives and Social Media

1.     Increase Awareness

2.     Influence Desire

3.     Encourage Trial

4.     Facilitate Purchase

5.     Cement Brand Loyalty

6.     Recover From Service Failure

SOCIAL MEDIA MARKETING STRATEGY

CH. 2

Where does SMM Planning Fit

• Business objectives>
• Marketing Plan >
• IMC Plan >

• SMM Plan
• All plans are Written blueprints for marketing strategy formulation and implementation
• Strategic planning is a process
• The plan serves as a road map to guide the firm, allocate resources, and make decisions.

Stages of Social Media Marketing Maturity

• Trial Phase- Firms test out social media platforms, but they don’t really consider the role that social media plays in IMC
• Transition Phase- Social media activities still occur somewhat randomly or haphazardly but a more systematic way of thinking starts to develop
• Strategic Phase- Firm utilizes a formal process to plan social media marketing activities with clear objectives and metrics.

What are the Steps in Social Media Marketing Planning?

1.     Conduct a situation analysis

2.     State objectives

3.     Gather target audience insight

4.     Select social zones and vehicles

5.     Create an experience strategy

6.     Establish an activation plan

7.     Execute and measure campaign  

Good Plan Characteristics

• Understand the marketplace
• Establish clear measurable objectives
• Define a performance targets
• Identify a customer group
• Explain what customers want
• Develop strategies ties to objectives (4Ps)
• Include measurement plan

Step 1: Situation Analysis

• Review the firm’s environment and SWOT analyses

• Review the existing marketing plan and any other information that can be obtained about the company and its brands
• Review the firm’s objectives, strategies, and performance metrics

Good Questions During Situations Analysis

• Are there linkages between direct strategy and social
• What activities can be tied to social media
• What resources can be directed to social media
• Is the organization prepared for social media
• Who are our customers
• Who are our competitors
• What key trends may affect our decisions

SWOT Analysis

• Highlights relevant aspects of the firm’s internal and external environment
• Strengths
• Weaknesses
• Opportunities
• Threats

Step 2: Objectives and Budgeting

• Task (what is to be accomplished)
• Quantity (how much)
• Time frame (by when)
• Budgeting Methods
• Percentages of ad spend method
• Assigns a set portion of the overall advertising budget

• Competitive parity method
• Uses competitors’ spending as a benchmark

• Objective-and-task method
• Considers the objectives set out for the campaign and determines the cost estimates

Develop SMART Objectives

• Specific
• Measureable
• Action-oriented
•  Realistic
• Time-lined

What Objectives and Metrics Do…

• Ensure accountability

• Demonstrate financial contribution of marketing efforts

• Help us to work smarter and more efficiently

Step 3: Gather Target Audience Insight

• Which segments should we select to target?
• Create social media profiles
• Geodemographic, psychographic, and product-usage characteristics
• In which zones and communities do they participate?
•  How do they use social media?
• What is important to them?

Step 4: Select Social Zones

• Considering our objectives, budget, overall direct strategy and segment insight, which zones should be used and how?
• Social community
• Social publishing
• Social entertainment
• Social commerce

Step 5: Developing an Experience Strategy

• Discovery
• The research stage of the plan. The creative team will then go through a process of ideation

• Message strategy
• The creative approach a firm will use throughout the campaign

• Positioning statement
• A single written statement that summarizes the position the brand wishes to hold in the minds of its target audience
• The brand is represented in social media as a social persona

• Creative brief

• A document that helps creatives channel their energy toward a sound solution for the brand in question
• What are the campaign goals and/ or communications tasks
• What is unique and special about the brand’s position in the market place
• Who is the target audience?
• What do you want them to talk to brand?
• E.g., Create and share content

• Is there another group of people who can persuade the target audience to follow them? (this is your influencers)
• What are the existing creative assets?
• How can we integrate with other branded media being used by the organization
• What experiences are possible given target market needs and motives, the available channels, and the creative assets?
• What content will be needed
• Comments
• Questions and polls
• Video/images
• Stories
• Apps

• How will experience engagement be extended and shared throughout the social channels

Step 6: Activation & Integration with other Promotional Components

• How do we make the plan happen
• Who is responsible
• What is the timing
• What budget is needed to accomplish each objective
• How do we ensure the plan is consistent with our larger objectives

Step 7: Manage and Measure

• How will we collect the data to assess

• Standards of conduct

• Disclosure requirements

• Standards for posting corporate information

Social Media Policy

• Standards of conduct
• Basic expectations for employee behavior

• Disclosure requirements
• Sharing of information that facilitates transparency and fosters credibility

• Intellectual property policy
• Set standards for posting intellectual property, financial information, and copyrighted information

• Organizational document that explains the rules and procedure for social media activity for the organization and its employees
• Should cover:
• Standards of conduct
• Disclosure requirements
• Intellectual property policy

Organizational Structures for Social Media Marketing Management

• Centralized

• Organic

• Honeycomb

• Coordinated

• Dandelion

Viral = Spreads widely and rapidly from one consumer to another

The Viral Coefficient

• Viral Coefficient (K)
• The number of new consumers that each existing customer is able to successfully convert

• How is calculated:
• N = # of existing customers
• i = # of invites sent out by customers
• Con% = percentage of invites that convert into customers
• K = i*Conv%

How to make process more viral

1. Sharing with other should be easy
2. Sharing mechanism should drive conversion (i.e., increase probability of adoption upon learning about it)
3. Adopting (e.g., receiving a link, opening as app or browser, watching a video) should be as fast as possible
4. Time from adoption to sharing with others should be as short as possible, thus leading to shorter viral cycle time

Viral Marketing Campaign: Seeds and Masses

• Viral Marketing Campaign (VMC) = companies using social interactions for distributing content, launching new products, and generating product- related WOM
• Typical VMC involves seeding, whereby a firm sends product samples to a selected group of consumers (seeds) and asks them to generate WOM about that product and share with other consumers (masses)

What makes viral marketing so popular?

1. Information from social source (e.g., a friend) is more influential that when it comes directly from a company
2. The cost of reaching and converting a consumer segment is lower with social media channels than with traditional channels

Selecting Seeds

• Should these simply be well-connected people
• Not necessarily- having plenty of connection (i.e., social hubs) is useless they get activated often (i.e., social pump) for social interactions to happen!
• HUB
• People lots of connections
• PUMP
• People that are frequent content transmitters

• Must include both social hubs and pumps in your group of seed customers
• Must also add impact-driving consumer characteristics such as:
• Being a product category expert
• Being passionate about the product
• Being easy to relate to

SOCIAL CONSUMERS

CH. 3

Bases of Segmentation

• Market segmentation
• The process of dividing a market into distinct groups that have common needs and characteristics
• Marketers use several variables as the basis to segment markets…

• Geographic
• Demographic
• Psychographic
• Benefit
• Behavioral

Social Identity

• Digital Identity
• The way we represent ourselves via text, images, sounds, and video to others who access the Web

• Digital Primacy
• Reflects a change in the culture of wire individuals

Social Footprint

• A social footprint is the mark a person makes when he or she occupies digital space

Your Social Brand

• Your handle is your username in social communities

• Your hand is your digital brand name

• Step 1: Choose your digital brand name

• Step 2: Ensure you aren’t handle squatting

• Step 3: Ensure your digital brand name is available in many social communities (www.namechk.com)

Aspects of Social Identity

• Selfies and shared images are one of the most active aspects because you are in control.
• Status updates and “like” also provide unique insight into the author’s lifestyle, personal tastes, and worldview.
• You can control what you publish and what you like but you

The self-Audit in Social Media

• Vision ( “Did I learn something? Was I inspired?”)

• Validation (“am I accepted by a group”)

• Vindication (“Am I right?”)

• Vulnerability (“I am approachable”)

• Vanity (“Look at me. I am all that.”)

Motives for Social Media Activities

• Affinity Impulse
• Social networks enable participants to express an affinity, to acknowledge a liking and/ or relationship with individuals and reference groups.
• Personal utility impulse
• While we tend to think of social media participation truly as community participation, some consider, “what’s in it for me?” This is the personal utility impulse and it may be one of the most important motives for brands to acknowledge.
• The personal benefits that users perceive as value derived from being engaged in social media.
• E.g., information seeking benefits, entertainment benefits, etc.

• Contact Comfort and Immediacy Impulse
• Contact Comfort
• Sense of relief we feel knowing others in our network are accessible
• People have a natural drive to feel a sense of psychological closeness to others. Contact comfort is the sense of  relief we feel from knowing others in our network are accessible, Immediacy also lends a sense of relief in that the contact is without delay.

• Immediacy
• Sense of relief in that the contact

• Altruistic Impulse

• Some participate in social media as a means of contributing to the social welfare of others.

• They use social media to “pay it forward”

• Curiosity Impulse

• People may feel a curiosity about others and want to feed this interest

• Validation Impulse

• Focus on the self - validates one’s identity and other sense of purpose in other words, feed one’s own ego.

Privacy Salience

• Privacy Salience
• Concern for privacy as it relates to your social media activities
• Privacy Paradox
• People’s willingness to disclose personal information in social media channels despite expressing high levels of concern for privacy protection

Social Media Segments

• Social Technographics
• Pew Internet Technology Types
• Microblog User Types

Social Technographic

• Each technographic profile corresponds to certain types of activities and behaviors.
• Psychographic profiles based on research conducted on the social and digital lives of consumers
• 1. Creators
• categorize as such because they create content
• 2. Conversationalists
• People who are talking through social media and doing so frequently
• 3. Critics
• reactors to content, rather than creators of content. Critics embellish the content other contributed and thus created consumer formed content

• 1. Collectors
• tend to be efficient and organized users of social content. Collectors use RSS feeds (syndicators of content that send content directly to subscribers) to receive regular updates on the information they want; bookmark and share online content; add tags to content such as bookmarked articles, photos, and videos; and “vote” for content.
• 2. Joiners
• Maintain a profile on one or more social networking sites and visit those sites on a regular basis.
• 3. Spectators
• Consume content. They read, watch, and listen. Spectators treat online content like that available in other media television, magazines, and radio.
• 4. Inactives
• Online, but they aren’t social participants

Pew Internet Technology Types

• Pew internet and American life project study
• Results – 10 digital lifestyle groups
• Group based on 2 characteristics
• Whether they hold a positive or negative view of digital mobility
• Their relationships with assets, actions, and attitudes

Microblog Use Types

• Polarized Crowds
• Social media features at least two large dense groups that have little inner- connection or bridges between them
• These networks are often focused on divisive topics and are especially likely to involve political content
• Tight Crowds
• People in Tight Crowd networks have strong connection to one another and significant connection that bridge between any sub-groups
• Often communities of people who are aware of one another and converse often

• Brand Clusters
• People who tweet about brands and other public topics often form a network structure that is different from either the Tight Crowd or Polarized Crowd network communities
• Brand Clusters networks often have very low density and many isolated participants

• Community Clusters
• When groups of people in twitter from networks with several evenly sized sub-groups, a structure different from the Brand Clusters network emerges.
• They feature a collection of medium sized groups, rather than a crowd of mostly unconnected twitter users

• Broadcast Networks

• Network that dominated by a hub and spoke structure

• With the hub often being a media outlet of prominent social media figure, surrounded by spokes of people who repeat the messages generated by the news organization or personally

• Support Networks

• Companies provide customer support via Twitter, maintaining a user account to listen to and reply to user’s complaints and issues.
• The account is often set up to reply to whoever tweets about the company, especially when service issues are cited.

NETOWRK STRUCTURE & GROUP INFLUENCE IN SOCIAL MEDIA

CH. 4

Online Communities

• Online communities are groups of people who come together for a specific purpose who are guided by community policies, and who are supported by Internet acces that enables virtual communication.
• Qzone
• Google
• Tencent Weibo
• WhatsApp
• You Ku

Brand Communities and Subcultures of Consumption

• Collectives of consumers who share commitment to a product class, brand, consumption activity, or consumption ideology.

Defining features:

1. Shared sense of consciousness
2. Set of practices and tradition
3. Commitment to other members of community and the community itself

Characteristics of Online Communities

• Conversations
• Presence
• Democracy
• Standards of Behavior
• Participation
• Social Objects

Social Object Theory

• Suggest that social networks will be more powerful communities if there is a way to activate relationships among people and objects.
• Object sociality is that extent to which an object can be shared in social media.
• What are the social objects of your favorite networks?

Democracy

• Media democratization
• The members of social communities control the creation, delivery and popularity of content.
• Not traditional media publishers such as magazines or newspaper companies

Standard of Behavior

• 2 forms of community governance
• Norms
• informal and collectively understood rules that governs behavior
• Social Contract
• Agreement that exists between the host or governing body and the members

• E.g., Terms of Service of Code of Conduct

Level of Participation

• Tourists (Lurkers)
• lack strong social ties and deep interest in the activity (they often post casual questions)

• Minglers
• Have strong ties but minimal interests in the social object

• Devotees
• Have strong consumption interest but few attachments to the online group

• Insiders
• Have strong ties to the online group and consumption activity and tend to be long-standing and frequently referenced members

Social Networks

• Social network is a set of socially relevant nodes connected by one or more relations.

• Nodes

• Ties (node-to-node relationships)

Network Terminology

• Flows- exchange of resources, information, or influence among members of the network
• Interactions between nodes have 3 important characteristics:

1.     Directionality

Does the tie between two nodes from from A -> B or B-> A

2.     Reciprocity

Is the flow info/resources mutual

3.     Strength

Refers to the intensity of frequency of the interaction between 2 nodes

• Media Multiplexity
• Flows of communication across multiple platforms
• Describes different kinds of relations among nodes

Sources of Group Influence within Networks

• An opinion leader is a person who is frequently able to influence others’ attitudes or behaviors

• Homophily refers to the degree to which a pair of individuals is similar in terms of education social status and beliefs.

How ideas travel in a community

• Word of mouth

• The spread of viral content

Word of mouth: Influence networks help this spread

• Two step flow model of influence
• Small group of influencer are responsible for dissemination of information
• Opinion leaders can modify the attitudes of a large number of other people
• A two-way dialogue with the opinion leader is an influence network

Viral Content

• Viral content may or may not be branded but it will be content that was deemed relevant and valuable by a large number of people in one or more social communities
• A meme is a snippet of cultural information that spreads person to person until eventually it enters the general consciousness

Types of people who spread ideas

• Mavens

• People who are knowledgeable about many things

• Connectors (Hubs and Pumps)

• People who know many others and communicate frequently

• Salesmen

• Persuasive or influential individuals

Social capital

• Social capital Is accumulated resources whose values flows to people as a result of their access to others

• Reputational (cultural) capital is based on the shared beliefs relationships, and actions of those in the community such that norms, behaviors and values held and shared by individuals ultimately support a community reputation

• Bridging social capital is the value we get from others who provide access to places, people, or ideas we might not be able to get to on our own.

Strong and Weak Ties

• Core Ties- those people with whom we have very close relationships

• Weak ties – those individuals with whom your relationship is based on superficial experiences or very few connections.

• Weak ties are often bridges to other networks

Social power

• Reward Power: Ability to provide other with what they desire
• Coercive Power: The ability to punish others
• Legitimate Power: Authority based on rights associated with a person’s appointed position
• Referent Power: Authority through the motivation to identify with or please a person
• Expert Power: Recognition of one’s knowledge, skills, and ability,
•  Information Power: One’s control over the flow of and access to information

What resources are available?

• Do it yourself
• Train someone
• Hire a freelancer

What are you planning to spend?

• $500 a month?
• Facebook paid advertising 71%, strong middle class 24-50, pay media but move to fan interaction
• Twitter: 18% 18-29, women, short rapid communication, 30% of users, check multiple times: time investment needed
• Linkedin: 22% 30-64
• Pinterest 22% of users young and affluent females, time investment post links back to page
• Facebook ads - ads.faceboook.com
• Twitter: create content for people to talk about
• BUsiness opportunities - new products, behind the scenes, helpful tips, share news or opinions
• All tweets delivered to followers
• Videos must speak to the audience
• What makes you unique
• What are your proud of
• What do you highlight
• Videos less than 2 minutes ads less than 30 sec
• Focus on high quality
• Include call to action in middle and end an leverage annotations
• Email marketing: list of users use emails for reminders: mailchip,, constant contact
• Use: email sign up list, lead generation page, coupon exchange for email
• Mobile application - should give significant value
• Find app developer like a web developer
• AB test: one option against another
• Affiliate marketing- rokuten, Cj affiliate
• SEO foundations
• Evaluate what other pages say about you
• Blended results: images, videos articles all together
• Execute strategy, research keywords, create content, build links
• Resolve technical issues
• Focus on search engine and people
• Create relevant content to searchers
• Use keywords that are relevant
• Can be long or short
• Google trends info about key words specificity, volume, competition: how to see which keywords to use
• Distribute 1 keyword per page
• Adapt key words, test keywords
• Clarity and quality for content when pages are shared they gain more visibility on search engines
• Search engines must understand the layout of your site
• Have title pages reflect tags you want to target
• Content is for people first and search engines second
• Change code to help search engines find it
• Optimize text surrounding non-text elements
• Make new unique content so people share it especially on social media
• Code is important to optimize SEO
• Cache- a copy of a website sent to search engines
• Content keywords - what google thinks your content is about
• Use bing to also watch content: bing data may be lower than google
• Content strategy: use content for customers
• Understand customers, create content, manage
• Quality is rewarded by search engines
• Think well about what you are going to post before you post it
• Monitor trends and stay relevant