Social Media Marketing
Tracy L. Tuten East Carolina University
Michael R. Solomon The University of Manchester (U.K.)
Saint Josephs University
PEARSON
Prentice
Pearson Education International
Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto
Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
шг-
Preface xv
SECTION I: Foundations of Social Media Marketing Chapter 1 The Horizontal Revolution 1
Learning Objectives 1 Greetings, Digital Native 2 Living a Social (Media) Life 2
Social Behavior and the Philosophy of Participation 3 Social Media Zones 4
Web 2.0: The Defining Characteristics of Social Media 7 The Web Is the Platform 7 User Participation, User-Generated Content, and Crowdsourcing 8 User-Defined Content 8 Network Effects 9 Scalability 9 Perpetual Beta 10 Reputation Economy 10
The Infrastructure of Social Media 10 Social Software 11 Devices 11 People 12
Show Me the Money! 12 BOX: The Dark Side of Social Media 12
Business Models and Monetization 13 Psychic Income 13
The 5th P of Marketing 14 Marketing Communication: From Тор-Down to Bottom-Up 14 Social Media Achieves Marketing Objectives 15
BOX: Bytes to Bucks 19 Social Media Jobs 21
Chapter Summary 24 Key Terms 25 Review Questions 26 Exercises 26 Notes 26
CONTENTS
vii
Chapter 2 Strategic Planning with Social Media
Learning Objectives 28
Strategic Planning and Social Media Marketing 29
Three Phases of Social Media Marketing Maturity 33
Social Media Campaigns: The Strategic Planning Process 36
Situation Analysis 36
BOX: The Dark Side of Social Media 37 Identify Social Media Marketing Objectives and Set Budgets 39 Profile the Target Audience of Social Consumers 42 Select Social Media Channels and Vehicles 43 Create an Experience Strategy 43
Integrate with Other Promotional Components and Establish
Campaign Timeline 47
BOX: Bytes to Bucks 48
Execute and Measure Outcomes 48
Develop a Planning Structure in the Organization 49 The Social Media Policy 49
An Organizational Structure to Support Social Media 52
Chapter Summary 52
Key Terms 54
Review Questions 54
Exercises 54
Notes 54
Chapter 3 Social Consumers 56
56
Digital Identity: You Are What You Post 57
Social Touchpoints in a Wired Life 57 Social Footprints 57 Lifestreams 59
Your Social Brand 60
The Life of a Digital Consumer 61
Diffusion of (Digital) Innovations 62
A Wired World 63
What We Do Online 65
Why We Login 67
BOX: The Dark Side of Social Media 68
Market Segmentation: Slicing the Social Media Pie 68 Geographic Segmentation 69 Demographic Segmentation 69
Psychographic Segmentation 70
BOX: Bytes to Bucks 71
Contents ix
Benefit Segmentation 71
Behavioral Segmentation 72
Social Media Segments 73 Social Technographics 74 Pew Internet Technology Types 76 Anderson Analytics: Users and Nonusers 78
Microblog User Types 78
Chapter Summary 80
Key Terms 80
Review Questions 80
81
Notes 81
Chapter 4 Digital Communities 83
Learning Objectives 83
Online Communities 84 Networks: The Underlying Structure of Communities 84 It's a Small World After All 85 Characteristics of Online Communities 86
How Ideas Travel in a Community 88
BOX: Bytes to Bucks 89
Group Influence and Social Capital 90 Social Capital 90 Strong and Weak Ties 92 Influence 95
The Evolution of Online Communities 96
BOX: The Dark Side of Social Media 97
Chapter Summary 98
Key Concepts 99
Review Questions 99
Exercises 99
Notes 100
Section II: The Four Zones of Social Media
Chapter 5 Social Community 102
102
The Social Community Zone 103 Digital You: The Social Profile 103
Activities in Social Networks 104 Social Networking Sites 105
x Contents
BOX: The Dark Side of Social Media 107 Characteristics of Social Networking Sites 108
Marketing Applications in the Social Community Zone 110
Paid Media in Social Networks 111
BOX: Bytes to Bucks 112 Earned Media and Brand Engagement 112 User-Generated Content Campaigns 114 Is the Brand Ready for Social Relationships? 117
Chapter Summary 117
Key Terms 118
Review Questions 118
Exercises 119
Notes 119
Chapter 6 Social Publishing 121
Learning Objectives 121
The Social Publishing Zone 122
Publishing Content 122 Types of Content 123 Channels of Content Distribution 123
Content Producers: What Is "Authentic?" 124
Developing and Organizing Marketing Content 126 Social Publishing Strategies 129 Level 1: Social Publishing and Search Engine
Optimization 130
BOX: Bytes to Bucks 131
Level 2: Social Media Optimization 136 Title 137 Share Tools 137 RSS Feeds 138 The Social Media Press Release 138 Microblogs 138 Social News and Bookmarking Sites 138
BOX: The Dark Side of Social Media 141
Chapter Summary 141
142
Review Questions 143
Exercises 143
Notes 144
Contents xi
Chapter 7 Social Entertainment ш Learning Objectives 146 The World of Serious Gaming Takes on a Social Flair 147 Social Games 147
Gamer Segments 148 How We Categorize Social Games 149 Game-Based Marketing 150 Product Placements 151 Brand Integration 152
BOX: The Dark Side of Social Media: Gold Farming 152 The Bottom Line: Why Do Games Work for Marketers? 153
Alternate Reality Games: A Transmedia Genre 155 Characteristics of ARGs 156 The Vocabulary of ARGs 157 The Marketing Value of ARGs 158 Evaluating the Effectiveness of a Brand-Sponsored ARG 158
BOX: Bytes to Bucks: Planning a Successful ARG: The Lost Ring 159 Chapter Sum т а г у 161 Key Terms 162 Review Questions 163 Exercises 163 Notes 163
Chapter 8 Social Commerce 165 Learning Objectives 165 The ZoneofSocial Commerce 166 Social Commerce: The Digital Shopping Experience 167
Social Commerce and the Shopping Process 168 Ratings and Reviews 169
BOX: The Dark Side of Social Media 172 Social Shopping Applications and Tools 173
The Psychology of Social Shopping 175 Social Proof 176 Authority 177 Affinity 178 Scarcity 179 Reciprocity 179 Consistency 179
BOX: Bytes to Bucks: F-Commerce 180 Benefits of Social Commerce 180
Chapter Summary 180
Key Terms 181
Review Questions 182
Exercises 182
Notes 182
Section III: Measuring the Impact of Social Media
Chapter 9 Social Media for Consumer Insights 184
Learning Objectives 184
The Role of Social Media in Research 185
Qualitative Social Media Research 186
Observational Research 186
Ethnographic Research 188
BOX: The Dark Side of Social Media: Is It Ethical to Mine Conversations? 189
Quantitative Social Media Research 190 Monitoring and Tracking 190 Sentiment Analysis 191 Content Analysis 192
BOX: Bytes to Bucks: Text Mining for Dove 193
Caution! Research Errors and Biases 194 Coverage and Sampling Errors 194 Nonresponse Bias 195
Providers of Social Media Monitoring
and Analytics Services 196
Primary Social Media Research 196
Chapter Summary 197
Key Terms 198
Review Questions 198
Exercises 198
Notes 199
Chapter 10 Social Media Metrics 200
Learning Objectives 200
The Numbers Just Don't Add Up 201
What Matters Is Measured 203
A First Date or a Marriage? 203
Campaign Timelines and Metrics 205
The Evaluation and Measurement Process: DATA 205 Define 206
Contents xi i i
BOX: Bytes to Bucks: Hershey's Bliss 206 Assess 211
Track 213
BOX: The Dark Side of Social Media 214 Adjust 215
Simple Ways to Start Measuring 217
Chapter Summary 217
Key Terms 218
Review Questions 218
Exercises 218
Notes 219
Cases 221
Appendix: A Sample Social Media Marketing Plan 225
Name/Organization Index 230
Subject Index 235
