Mercadeo en Redes sociales cap 5

8/13/2019 Mercadeo en Redes sociales cap 5

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CHAPTER 5:

SOCIAL COMMUNITY


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Chapter Objectives

Explain how social communities enable userparticipation and sharing

Compare and contrast social networking sitesin terms of three key dimensions

Describe how marketers use socialcommunities for branding and promotion

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Zone of Social Community


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Social Communities Zone

Presence indicators enable individuals toproject an identity more vividly to otherswithin a community. These indicators include:

Availability icons: icons that indicate whether a

member is online and available for chat

Mood icons: icons that function much like

emoticons, enabling members to indicate mood Friend lists: lists of friends within the network

Status updates: posts to the sites newsfeed; posts

are shared with friends in the network

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Social Networking Sites

Status Casting occurs when you broadcastupdates to your news feed or activity stream.

Activity streams are the news feeds or wall(as its known in Facebook) social networksuse to establish an ongoing point ofconnection between network nodes

A nudge is a tool for reminding someone tosocialize

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Characteristics of Social

Networking SitesSocial networking sites typically vary in termsof three important dimensions:

1. Audience and degree of specialization2. The social objects that mediate the

relationships among members

3. Degree of decentralization or openness

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Audience Specialization

Social networking sites can be internal orexternal.

Internal social network provides a method ofcommunication and collaboration that ismore dynamic and interactive

External social network is open to people who

are not affiliated with the sites sponsor.

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 7-5


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Marketing Applications in the

Social Community Zone Paid Media in Social Communities

Earned Media and Brand Engagement

User-Generated Content Campaigns

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Paid Media in Social Communities

Social ads are online display ads that incorporateuser data in the ad or in the targeting of the adand enable some form of social interactionwithin the ad unit or landing page. There are three variations on social ads:

A social engagement ad contains ad creative (image andtext) along with an option to encourage the viewer toengage with the brand (e.g., clickable Like button).

A social context ad includes ad creative, an engagement

device, and personalized referral content from people inthe viewers network.

Organic social ads are shared on a persons activitystream following a brand interaction (such as liking thebrand).


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Examples of Facebook Social Ads

Nielsen/Facebook Report: The Value of Social Media Ad Impressions, April 20, 2010, URL:http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/
http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/


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Media Relationships


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Earned Media and Brand

Engagement Earned reach (the breadth and quality of

contact with users) gained when people sharepositive brand opinions and branded content

with others is invaluable because of theinfluence attributed to individual,personalized brand endorsements.

Influence posts occur when an opinion leaderpublishes brand-relevant content such as ablog post in social media.


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Social Presence: Brands as

Relationship Nodes Brands may create a brand profile within

selected social networking communities. In thisway, the brand acts as a node in the networks

social graph. The fan base is an indicator of the brands

success in establishing a known presence withina community.

Return on emotion (conceptually) assesses theextent to which a brand has delivered a value inexchange for the emotional attachment fanshave awarded it.

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 14-5


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Characteristics of Social Fans

Emotional engagement

Self-identification

Cultural competence Auxiliary consumption

Production


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Is The Brand Ready for Social

Communities?

Is the brand set up for engagement?

If the brand participates in social media, whereshould the brand be?

How can the brands profiles be developed insuch a way as to reflect the brands personality?

If fan pages exist among brand loyalists onsocial networking sites, how can the brandleverage the fan sites to better meet itsobjectives?

How can the brand integrate its social networkpresence into other campaign components?


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Recap Discussion

Reminder: Visit www.zonesofsmm.com toread daily news and search for examplesrelated to each chapter.

Documents

Mercadeo en Redes sociales cap 5