CHAPTER 5: SOCIAL COMMUNITY

Chapter Objectives
Explain how social communities enable user

participation and sharing Compare and contrast social networking sites in terms of three key dimensions Describe how marketers use social communities for branding and promotion

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Zone of Social Community

Social Communities Zone

Presence indicators enable individuals to

project an identity more vividly to others within 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 broadcast

updates to your news feed or activity stream. Activity streams are the news feeds or wall (as its known in Facebook) social networks use to establish an ongoing point of connection between network nodes A nudge is a tool for reminding someone to socialize

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Characteristics of Social Networking Sites

Social networking sites typically vary in terms of three important dimensions: 1. Audience and degree of specialization 2. 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 or

external. Internal social network provides a method of communication and collaboration that is more dynamic and interactive External social network is open to people who are not affiliated with the sites sponsor.

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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 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.

There are three variations on social ads: 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 viewers network. Organic social ads are shared on a persons activity stream following a brand interaction (such as liking the brand).

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/

Media Relationships

Earned Media and Brand Engagement

Earned reach (the breadth and quality of

contact with users) gained when people share positive brand opinions and branded content with others is invaluable because of the influence attributed to individual, personalized brand endorsements.
Influence posts occur when an opinion leader

publishes brand-relevant content such as a blog post in social media.

Social Presence: Brands as Relationship Nodes

Brands may create a brand profile within

selected social networking communities. In this way, 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 within a community. Return on emotion (conceptually) assesses the extent to which a brand has delivered a value in exchange for the emotional attachment fans have awarded it.
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Characteristics of Social Fans

Emotional engagement

Self-identification Cultural competence

Auxiliary consumption Production

Is The Brand Ready for Social Communities?

Is the brand set up for engagement? If the brand participates in social media, where

should the brand be? How can the brands profiles be developed in such a way as to reflect the brands personality? If fan pages exist among brand loyalists on social networking sites, how can the brand leverage the fan sites to better meet its objectives? How can the brand integrate its social network presence into other campaign components?

Recap Discussion
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