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Agency in Social Media: 2nd article: We’re all connected: The power of the…
Agency in Social Media: 2nd article: We’re all connected: The power of the social media
ecosystem
platform :explode:
mobile
platforms have empowered consumers to connect, share, and collaborate, creating spheres of influence that have fundamentally altered the way marketers engage in influencing activities
Spheres of influence :explode:
bottom-up marketing
markets are not about messages, but about
conversations
marketers must focus on both capturing and continuing attention via engagement. This calls for a blend of both traditional and social media.
Consumers now expect to be active participants in the media process
The social media marketing ecosystem :explode:
companies should view their approach to social media as an integrated strategy that brings consumer experiences to the forefront
but not replace traditional media
Marketers need both people
and community platforms
Today, consumers actively influence brands
the spheres of influence now become the consumers who engage in conversations about products and services via the various platforms.
The 2010 Grammy Awards: Engaging fans :explode:
Traditional media drove reach, while social media created intimacy and engagement
20 artists who agreed to a feature placement on the site
Engaging and leveraging the social media ecosystem helped the Grammy Awards achieve its best ratings in years
youngs segment
Lessons learned and implications
for practice :explode:
social media is about creating, influencing, and sharing; and,importantly,it can have a powerful impact on performance
first conceptualize and develop its own version of the social media ecosystem
five types of social influences - Creators, Critics, Collectors, Joiners, and Spectators
three types of media: owned, paid,
and earned
key performance indicators in
order to measure success
story
social media doesn't cost a lot
uniqueness
the Internet from a platform for
information, to a platform for influence