Social Media Marketing PDF
Preview Social Media Marketing
Social Media Marketing Social Media Marketing 3rd Edition Tracy L. Tuten Michael R. Solomon SAGE Publications Ltd 1 Oliver’s Yard 55 City Road London EC1Y 1SP SAGE Publications Inc. 2455 Teller Road Thousand Oaks, California 91320 SAGE Publications India Pvt Ltd B 1/I 1 Mohan Cooperative Industrial Area Mathura Road New Delhi 110 044 SAGE Publications Asia-Pacific Pte Ltd 3 Church Street #10-04 Samsung Hub Singapore 049483 © Tracy L. Tuten and Michael R. Solomon 2018 First edition published by Pearson Education, Inc. 2012. Second edition published by SAGE Publications Ltd 2015. Reprinted 2015 (twice), 2016 (three times) and 2017 (three times). Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers. Library of Congress Control Number: 2017941079 British Library Cataloguing in Publication data A catalogue record for this book is available from the British Library ISBN 978-1-5264-2386-3 ISBN 978-1-5264-2387-0 (pbk) Editor: Matthew Waters Associate editor: Lyndsay Aitken Assistant editor, digital: Chloe Statham Production editor: Nicola Carrier Copyeditor: Gemma Marren Proofreader: Sharon Cawood Indexer: Silvia Benvenuto Marketing manager: Alison Borg Cover design: Sheila Tong Typeset by: C&M Digitals (P) Ltd, Chennai, India Printed in the UK Contents List of Figures and Tables Table of Case Studies About the Authors Preface Acknowledgments Online Resources Part I Foundations of Social Media Marketing 1 The Social Media Environment Greetings, Digital Native The Infrastructure of Social Media The Zones of Social Media Monetization and Social Media Social Media Marketing Careers in Social Media 2 Social Consumers Segmentation and Targeting for Social Media Marketing Social Identity Motives and Attitudes Influencing Social Media Activities Social Media Segments 3 Network Structure and Group Influences in Social Media Community Structure The Characteristics of Online Communities The Rise of Influencers Flow: How Ideas Travel Online Part II Social Media Marketing Strategy and Planning 4 Social Media Marketing Strategy Strategic Planning and Social Media Marketing Social Media Campaigns: The Strategic Planning Process Managing Social Media Marketing in the Organization 5 Tactical Planning and Execution Tactical Planning for Social Media Marketing Why: Value-Driven Social Media Marketing Who: Understanding and Honoring the Target Audience Where: The Channel Plan What: Designing the Experience How: Producing and Scheduling Content Posting and Promotion Part III The Four Zones of Social Media 6 Social Community The Social Community Zone Marketing Applications in the Social Community Zone Brand Fans Brand Social Communities Paid Media in Social Network Sites 7 Social Publishing The Social Publishing Zone Publishing Content Developing Effective Branded Content Distributing and Promoting Content 8 Social Entertainment The Social Entertainment Zone Social Games Alternate Reality Games: A Transmedia Genre Original Digital Video (ODV) and Branded Video Social TV Social Music 9 Social Commerce The Zone of Social Commerce Social Commerce: The Social Shopping Experience Social Commerce Strategies Psychology of Influence Benefits of Social Commerce Part IV Social Media Data Management and Measurement 10 Social Media Analytics The Role of Social Media in Research Social Media Listening: The Research Process Caution! Research Errors and Biases Social Intelligence Primary Social Media Research 11 Social Media Metrics What Matters Is Measured The Evaluation and Measurement Process: DATA Part V Social Media Marketing in Practice Case Zone—10 Case Studies Case Study 1—Social Advocacy Around the World Case Study 2—Strategic Social Media Plan: First & Main, an Outdoor Shopping Mall Case Study 3—Strategic Social Media Plan: A University Business School Case Study 4—Travel and Social Media: The Grand Ole Opry Case Study 5—Native Advertising: Novel or Deceptive? Case Study 6—A Social Media Conference Community Case Study 7—#NikeAirMaxDay: The Creation of a Social Brand Event Case Study 8—Pokémon GO: A Revolution in Social Gaming Case Study 9—Social Media Is Gateway to eBook Sales Success: Amazon Kindle eBooks Case Study 10—Mila: Leveraging Social Media for Market Research Sample Social Media Marketing Plan Introduction Situation Analysis Objectives Target Audience Social Media Zones and Channels Experience Strategy Activation Measurement Index List of Figures and Tables Figures 1.1 Fun Facts about Social Media’s Most Popular Sites 5 1.2 The Social Media Value Chain 8 1.3 The Zones of Social Media 12 1.4 Social Media Zones and Exemplar Vehicles 16 1.5 The Evolution of Marketing Communications 20 1.6 Top Priorities for Businesses Using Social Media Marketing 21 1.7 Marketing Applications Across the Social Media Zones 22 1.8 Tweet Volume by AMEX Campaign 25 2.1 Dimensions of Social Currency 43 2.2 Buyer Persona 44 2.3 A Day in the Social Life of Anne 46 2.4 Jenn’s Social Footprints 48 2.5 A Framework for Understanding Social Sharing Boundaries 54 2.6 Forrester’s Social Technographics Model 58 2.7 The Social Consumption/Creation Matrix 59 2.8 A Typology of Social Utility 60 3.1 A LinkedIn Network Map Visualization 74 3.2 Archetypes of Social Media Influencers 86 3.3 An Influence Network 89 4.1 Social Media Audit Template 116 4.2 Social Media Competitive Analysis Template 117 4.3 Top Objectives Marketers Pursue Using Social Media 119 4.4 Honda’s Zones of Social Media Marketing 123 4.5 A Series of Images on Organization Structures for Social Media Marketing Management 135 4.6 Strategic Social Media Marketing Framework 137 5.1 Persona Template for Planning Social Media Tactics 146 5.2 Channel Characteristics of Major SNS 149 5.3 A Channel Plan Example 150 5.4 Channel Usage for B2B and B2C Marketers 151 5.5 Marketer Use of Paid Media in SNS 151 5.6 Content Marketing Matrix: Mapping Content Type to Target Audience
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