Download Blogs 2.2.16 - Profesor Fernando Valle

THE
HORIZONTAL
REVOLUTION
1 1
Where to download class
information:
Las presentaciones pueden ser
descargadas desde mi blog, así como
las diferentes tareas asignadas
http://fernandovalle.udem.edu.ni/
About our book
 *New* Published in 2015
 This class will cover key topics – not
everything
 First 60-90 minutes of every class will
discuss then book.
 Visit textbook website for more
information:
https://study.sagepub.com/smm/stud
ent-resources
Social Media Platforms
 Crearan diferentes redes
sociales y harán
publicaciones en estas.
 Tip: Create a new GMAIL
or YAHOO email account
for this class purpose.
Social Media Marketing, 2e©
4
Social Media Platform Analysis
 Grupos de 2 a 3 estudiantes
 Analizar una red social popular y enseñarle a la
clase como utilizarla.
 Un resumen de 2 paginas y una presentación de
una duración de 15 minutos
 Citen el material (APPA)
 La nota del análisis será basado en: 1- la calidad
de la presentación, 2- la calidad de la
investigación, 3- la profundidad del análisis.
Social Media Marketing, 2e©
5
Final Project
 Pueden trabajar solos o hasta un maximo de 3





estudiantes por grupo
Investiguen y escriban una estrategia de redes
sociales para una empresa, negocio familiar, o una
idea para un nuevo negocio
Terminen de definir sus equipos e idea del negocio
para la segunda sesión de clases.
Todos los trabajos de twitter, Pinterest, Instagram,
Facebook y blogs se utilizaran en el negocio
seleccionado.
Trabajo final escrito del mercadeo de las redes
sociales y presentación para la penúltima sesión de
clases.
An outline for the final strategy plan may be found on
pages 47-48 of Tuten & Solomon (2015).
Social Media Marketing, 2e©
6
Your Goals
1) Name
2) What is your favorite social
media platform or app?
3) I hope we learn about
____________ in this class.
© 2013 by Cengage Learning Inc. All Rights Reserved.
7
Now About You!
 Find THREE (3) people you don’t know.
 90-seconds to find ONE (1) thing you both
like.
 When you hear “next”, find your next person
to ask questions.
 My name is _______. I like ______, ______ and
______.
Community Manager
 El Community Manager es
el profesional responsable de construir,
gestionar y administrar la comunidad
online alrededor de una marca en
Internet, creando y
manteniendo relaciones estables y
duraderas con sus clientes, sus fans y, en
general, cualquier usuario interesado en la
marca.
What is social
media?
Social Media Marketing, 2e©
10
Your textbook says…
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
1-11
What is social media?
 Technology that
enables users to
create and share
content and to
connect with
others.

Social Media Marketing, 2e©
2016 Social Media Trends
Video: What's ahead for social media in 2016?
http://video.cnbc.com/gallery/?video=3000470150
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Horizontal Revolution (p. 4)
Social Media Marketing, 2e©
1-
14
Before deciding on funding a
startup, investors check out its
social-media efforts
And it can be the tipping point
in the decision to back a
startup.
 how many online
followers a company
has, and how fast the
numbers are growing
 unfiltered consumer
feedback companies
get and how they
respond
 how creative startups
are about managing
marketing campaigns
and leveraging their
presence
http://online.wsj.com/news/articles/SB10001424127887324659404578
499702279196058
Activity:
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
1-16
Figure 1.2: Zones of
Social Media
Distribute
content
Promote
relationships
Assist in buying/selling of
products and services
Play and enjoyment
Categorize how you use social media.
Where do you participate the most?
1-17
Using Zones for
Social Media Marketing
Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015
1-18
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
1-19
Brand Applications Across the
Zones (pg. 24)
Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015
1-20
The Social Media Value Chain
(pg. 17)
Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015
1-21
Recap and Questions
 What is social media?
 What are the 4 Zones of Social Media Marketing?
 How does the Social Media Value Chain explain
the social media landscape?
 What is social media marketing?
 How can marketers use social media platforms?
Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015
1-22
What is the first
step in creating a
social media plan?
Step #1:
Analyze your online brand
identity

Keywords
Who are you? Who is
your company?

Visual Identity
Do you look like one
company?

Voice (Tone)
Do you sound like one
company?
http://www.logodesignlove.com/brand-identity-style-guides
Brand voice & tone must be
authentic!
Brands are attempting to sound less like
Fortune 500 companies and more like
your 14-year-old nephew, at least on
social media.
Brand voice – your personality and
attributes, e.g. serious, academic,
leader, just like you, etc…
Brand tone – (usually combined with
“language”) the word choice you'll use
to connect with consumers, e.g. Can
you use “u”? Ok to use pop culture
references? People magazine vs.
Harvard Business Review
https://twitter.com/brandssayingbae
Activity: Defining your brand
voice
Source: http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/
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What is your brand?
Brand Touch Point Wheel
https://freelancecommunicator.files.wordpress.com/2014/04/brand-touchpoints1.png
Social Media Marketing, 2e©
Let’s play – “Describe the
brand!”
 Take out a
You!
sheet of paper.
 Write down 3-5
adjectives that
describe this
brand.
 There is NO
right or wrong
answer – just
what you think!
What is your impression of the
person who tweeted this…?
#Santa-con is completely retarded.
I can’t be fired for things I say while intoxicated right?
“Weird German Dude: You’re in first class. It’s 2014. Get some
deodorant.” -Inner monologue as I inhale BO. Thank god for
pharmaceuticals.
I had a sex dream about an autistic kid last night. #fml
In #NY, crazy men say “marry me gorgeous.” In #London they
say “you filthy c*nts”
Social Media Marketing, 2e©
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Warning….personal brand #fails
Read:
http://www.buzzfeed.com/alisonvingi
ano/this-is-how-a-womans-offensivetweet-became-the-worlds-top-s
http://www.nytimes.com/2015/02/15/
magazine/how-one-stupid-tweetruined-justine-saccos-life.html?_r=0
http://iac.com/brands
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Next…
10 Steps to a
Perfect LinkedIn
Profile