Lecture notes on chapters 6 and 7

1. Social Media Marketing, 3e©
UNIT 3: ZONES OF SMM Social community
Social publishing

2. Social Media Marketing, 3e©
INTRODUCTION TO UNIT 3
In unit 3, we learn about the marketing options available for
developing social media marketing strategies in the zones of social
community and social publishing.
Social community is how social media began. It’s all about
relationship building through conversation and sharing. Brands
participate just as people do.
We also include paid media options in that brands can buy advertising
in social networking sites.
Social publishing most closely replicates the publishing options
brands have in other forms of media. It may include publishing
content in social networking sites and/or promoting content via
social media. Brands that publish content using owned media can still
make the content shareable and drive traffic to the content by
promoting it on social media. Social publishing is valuable for sharing

3. Social Media Marketing, 3e©
KEEP IN MIND
Brands may use a single zone or any combination of zones, but all
tactics should align with the chosen strategy and contribute to
achieving the stated marketing objectives.

4. Social Media Marketing, 3e©

5. Social Media Marketing, 3e©
SOCIAL NETWORKING SITES
Social networking sites are the channels (from the Value Chain) we
use to engage in social community.
Brands can also create their own social communities (e.g., House99’s
social community of men, AMEX’s social community of small
businesses on Open Forum), but most brands use third-party social
networking sites (SNS) like Facebook.
Facebook is the dominant social channel in most parts of the world.
But this also means that it is cluttered with brands. It may be valuable
to choose other SNS, depending upon the target audience.
The next slide illustrates the leading SNS around the world if
Facebook no longer existed.

6. Social Media Marketing, 3e©
WORLD MAP OF SOCIAL
NETWORKS

7. Social Media Marketing, 3e©
CHARACTERISTICS OF SOCIAL
NETWORKING SITES
Social networking sites vary in terms of three dimensions:
1. Audience and degree of specialization
2. The social objects that mediate the relationships among
members
3. Degree of decentralization or openness

8. Social Media Marketing, 3e©
MARKETING APPLICATIONS IN THE
SOCIAL COMMUNITY ZONE
Social presence
1
Earned media
2
Paid media
3

9. Social Media Marketing, 3e©
THE BRAND PERSONA - OPTIONS
1. Spokescharacter (i.e., brand mascot)
2. Leader (e.g., CEO)
3. Corporate entity (e.g., logo as avatar, content in “brand voice”
consistent with desired brand image and personality)

10. Social Media Marketing, 3e©
SOCIAL PRESENCE:
BRANDS AS RELATIONSHIP
NODES
6-10
Brands create a brand profile within
selected social networking communities.
In this way, the brand acts as a node in
the network’s social graph.
The fan base (friends/followers) is an
indicator of the brand’s success in
establishing a known presence within a
community.

11. Social Media Marketing, 3e©
DETERMINI
NG THE
BRAND’S
SOCIAL
MEDIA
CHARACTE
R
6-11
What are the brand’s core values?
What social objects illustrate the values?
What has the brand promised?
What are the aspirational attributes?
What traits are associated with the brand?
What opportunities exist?
What stories bring the brand to life?

12. Social Media Marketing, 3e©
FIGURE 6.2
WHY
PEOPLE
FRIEND
BRANDS

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14. Social Media Marketing, 3e©

15. Social Media Marketing, 3e©
BRAND ENGAGEMENT
If someone tags your brand on social, they want a response.
This is especially true if they are complaining and want customer
care/service.
Culture has become one of “brand shaming” but if you respond, you
can build satisfaction and loyalty.

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17. Social Media Marketing, 3e©
DON’T ANNOY FANS!
A good rule of thumb is to post 4 pieces of content that are
interesting and relevant to your audience for every 1 piece of content
designed to sell.

18. Social Media Marketing, 3e©

19. Social Media Marketing, 3e©
FIGURE 6.3
WHY
PEOPLE
UNFRIEND
BRANDS

20. Social Media Marketing, 3e©
FRIENDVERT
ISING AND
THE
3M MODEL
FOR FGC
Megaphone
Magnet
Monitor

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3-M FRAMEWORK FOR SM
DIALOGUE

22. Social Media Marketing, 3e©
BRANDS TALK
Engage in conversations! Even with other brands!
@menshumor: This morning I gave birth to a food baby and I think
@tacobell is the father.
@tacobell: I want a DNA test.

23. Social Media Marketing, 3e©
REAL-TIME
MARKETING
(RTM)
Social Media Marketing, 3e©

24. Social Media Marketing, 3e©
CONTESTS AND REQUESTS FOR
UGC

25. Social Media Marketing, 3e©
BRAND FANS
Use social media to increase brand fans and their level of fandom.
What can you do to facilitate the 5 characteristics of brand fandom in
social media?

26. Social Media Marketing, 3e©
CHARACTERISTICS OF SOCIAL
FANS
Emotional
engagement
1
Self-
identification
2
Cultural
competence
3
Auxiliary
consumption
4
Production
5

27. Social Media Marketing, 3e©
FIGURE 6.7
RELATIONSH
IPS
AMONG
TYPES OF
MEDIA

28. Social Media Marketing, 3e©
WHY PAID MEDIA?
FIGURE 6.4 UNDERSTANDING
ORGANIC REACH
Fan
engagement
helps the
brand to
manage
Facebook’s
algorithm.

29. Social Media Marketing, 3e©
PAID MEDIA IN SOCIAL
COMMUNITIES
Social ads are online display ads that incorporate user
data in the ad or in the targeting of the ad and enable
some form of social interaction within the ad unit or
landing page.
 A social engagement ad contains ad creative (image
and text) along with an option to encourage the
viewer to engage with the brand (e.g., clickable “Like”
button).
 A social context ad includes ad creative, an
engagement device, and personalized referral
content from people in the viewer’s network.
 Organic social ads are shared on a person’s activity
stream following a brand interaction (such as liking
the brand).

30. Social Media Marketing, 3e©
FIGURE 6.6
ELEMENTS
OF
FACEBOOK
AD DESIGN

31. Social Media Marketing, 3e©
NATIVE
ADVERTISIN
G
Paid
advertising
based on a
form unique to
the vehicle
within which it
is placed.
77% of people
say they didn’t
recognize
native ads.

32. Social Media Marketing, 3e©
FIGURE 7.1
THE SOCIAL
PUBLISHING
ZONE
7-32

33. WHAT IS
SOCIAL
PUBLISHING?
Social publishing is the production and
issuance of content for distribution via
social publishing sites like blogs, media-
sharing sites, social network sites, and
social bookmarking and social news
sites.
7-33
Social Media Marketing, 3e©

34. Social Media Marketing, 3e©
DOGSHAMING: A BLOG
7-34

35. Typical
people
Profession
als
Organizati
on
Brands
Media
Companies
Social Publishers
7-35
Social Media Marketing, 3e©

36. Social Media Marketing, 3e©
WHAT IS
CONTENT
MARKETIN
G?
“Content marketing is a
strategic marketing approach
focused on creating and
distributing valuable, relevant,
and consistent content to
attract and retain a clearly-
defined audience — and,
ultimately, to drive profitable
customer action."
7-36

37. Social Media Marketing, 3e©
TYPES OF CONTENT
Blog posts
Feature articles
Microblog posts
Press releases
White papers and
case studies
Newsletters
Videos
Webinars
Presentations
Podcasts
Photos
More
7-37

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WHAT IS AUTHENTIC?
Editorial Commercial
Consumer-generated
• Organic content
• Incentivized content
• Consumer-solicited content
• Sponsored content
7-38

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TABLE 7.1 MARKETING OBJECTIVES
7-39

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TABLE 7.2 TYPES OF CONTENT
7-40

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FIGURE 7.3
A CONTENT
VALUE
LADDER
7-41

42. Social Media Marketing, 3e©
TYPES OF PILLAR CONTENT
7-42

43. Social Media Marketing, 3e©
PROMOTIN
G SOCIAL
CONTENT
Paid
activation
and
seeding
Media
optimizati
on
7-43
Social Media Marketing, 3e©

44. Social Media Marketing, 3e©
MEDIA OPTIMIZATION
Search engine optimization (SEO) is
the process of modifying content,
site characteristics, and content
connections to achieve improved
search engine rankings; marketers
develop and publish content in ways
that improve the likelihood that
search engines will rank the sites well
in response to search queries.
Social media optimization (SMO) is a
process that enhances the likelihood
for social content to be visible,
shareable, and linkable in online
communities. If the content is
valuable and engaging, people will
share it, post it, rank it, tag it, and
augment it, resulting in enhanced
reach.
7-44

45. Social Media Marketing, 3e©
MEDIA OPTIMIZATION MATRIX
7-45

46. Social Media Marketing, 3e©
SERP VIEWING PATTERNS
7-46

47. Social Media Marketing, 3e©
WRITING TITLES WITH LINKBAIT
Resource hook: 5 tips for great grades.
Contrary hook: Lose weight with chocolate.
Humor hook: Obese skunk cuts out bacon sandwiches.
Giveaway hook: Save $50 here.
Research hook: 66% of Americans are overweight.

48. Social Media Marketing, 3e©
ON-SITE OPTIMIZATION VARIABLES
Keywords
Meta-tags
Title
Title tag
Heading tag
URL
Tools like
Google’s Keyword Planner
help marketers select
effective keywords to use.

49. Social Media Marketing, 3e©