Chapter 1

The Horizontal Revolution

 Learning Objectives
• What are social media? How are social media
similar to traditional media?
• What are the major zones associated with social
media?
• What is Web 2.0? What are its defining
characteristics? How does Web 2.0 add value to
Web 1.0?

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

 Learning Objectives (2)
• How does the Social Media Value Chain explain the
relationships among the Internet, social media
channels, social software, and the devices we use for
access and participation?
• What is social media marketing? What role does
participation play in social media marketing?
• What marketing objectives can organizations meet
when they incorporate social media in their
marketing mix?
Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015
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.

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

Mind-boggling Social Media Stats
• Time to reach 50 million users:
– Radio = 38 years
– TV = 13 years
– Internet =4 years
– Facebook = 100 million users in under 9 months.
• Social media is the #1 online activity worldwide.
• 94% of companies use LinkedIn as their primary recruiting tool.
• 1 out of 6 couples married in 2013 met on a social media site.
• 4 billion pieces of content shared daily on Facebook.

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

Figure 1.1 Fun Facts of Social Sites

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

It’s About Participation
• How do people participate?
– Post a status update
– Create a blog
– Use a group deal
– Share a micro-post with your network
– Make a video and share it
– Play social games …
• How do YOU participate?
Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015
Figure 1.2: Zones of Social Media

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

Figure 1.3 Exemplar Vehicles in the Zones

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

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

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

From Web 1.0 to Web 2.0
• Web 1.0 • Web 2.0
• DoubleClick • Google AdSense
• Ofoto • Flickr
• Britannica • Wikipedia
• Personal websites • Blogs
• Domain names • SEO
• Content management • Wikis
• Directories (taxonomy) • Tagging (folksonomy)
• Sticky sites • Content syndication
Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015
Hashtags and Tagging
• How are you using tags?
• Where?

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

Figure 1.5 The Social Media Value Chain

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

A “Dark Side” Discussion:
Could You Give It Up?
• The Challenge:
– No social media for 24 hours

How would you feel?

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

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.

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

Figure 1.6 Evolution of Marketing
Communications

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

Figure 1.7 Brand Applications Across
the Zones

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

 Table 1.2 Types of Media
Zone Paid Media Earned Media Owned Media
Social community Ads Conversations, Controlled
shared content, profiles
influence
impressions,
likes, fans
Social publishing Endorsements, Embeds, Corporate blogs,
branded channels comments, branded media
shares, links, sharing sites
search rankings
Social Social game ads In-game Advergames,
entertainment interactions branded ARGs
Social commerce Sales promotions Reviews/ratings, Social storefronts
referrals, group
buys, social
shopping
Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015
Marketing Objectives and
Social Media
• Increase awareness
• Influence desire
• Encourage trial
• Facilitate purchase
• Cement brand loyalty
• Recover from service failures

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

 The LARA Framework

• Listen to customer conversations

• Analyze conversations
• Relate information within enterprise systems
• Act on customer conversations

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

Social Media Marketing Jobs
• Editor
• Marketing Manager
• Coordinator
• Director See Table 1.3 for
sample job descriptions!
• Specialist
• Strategist
• Intern
Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015
Bytes to Bucks: Chipotle
• Chipotle’s “The
Scarecrow Campaign” is
an example of a brand
leveraging social media
across paid, earned,
and owned media.

• Visit www.scarecrowgame.com to see the film and

game.

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

 Recap and Questions
• What is social media? What is social media
marketing?
• What are the Zones of Social Media Marketing?
• How does Web 2.0 differ from Web 1.0?
• How does the Social Media Value Chain explain the
social media landscape?
• What marketing objectives can brands meet using
social media marketing?
Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015