THE
HORIZONTAL
REVOLUTION
1 1
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
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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
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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
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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
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Figure 1.1 Fun Facts of
Social Sites
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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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
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Figure 1.2: Zones of
Social Media
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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Figure 1.3 Exemplar Vehicles in
the Zones
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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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
1-10
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
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Hashtags and Tagging
 How are you using
tags?
 Where?
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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Figure 1.5 The Social Media
Value Chain
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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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
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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
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Figure 1.6 Evolution of
Marketing Communications
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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Figure 1.7 Brand Applications
Across the Zones
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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Table 1.2 Types of Media
Zone
Paid Media
Earned Media
Owned Media
Social community
Ads
Conversations,
shared content,
influence
impressions,
likes, fans
Controlled profiles
Social publishing
Endorsements,
branded channels
Embeds,
comments,
shares, links,
search rankings
Corporate blogs,
branded media
sharing sites
Social
entertainment
Social game ads
In-game
interactions
Advergames,
branded ARGs
Social commerce
Sales promotions
Reviews/ratings,
referrals, group
buys, social
shopping
Social storefronts
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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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
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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
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Social Media Marketing Jobs
 Editor
 Marketing Manager
 Coordinator
 Director
 Specialist
 Strategist
See Table 1.3 for
sample job descriptions!
 Intern
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015
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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
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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
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