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Social Media Technologies/ Communication Theories - Coggle Diagram
Social Media Technologies/
Communication Theories
Traditional
Traditional Decision-making process
Many brands (Awareness)
Fewer brands (Consideration)
Final Choice (Evaluation)
Buy (Decision)
Traditional Marketing Funnel
Eyeballs
-> Awareness > Consideration > Preference > Action > Loyalty ->
Buyers
As we go down the marketing funnel, the option gets less. For consumers, options become lesser as they go down the marketing funnel. Similarly, for brands, the people interested in the item also gets lesser
Social Media and Marketing Mix
Traditional marketing mix
Product, Price, Place, Promotion,
Personnel (add on)
New P - Participation
Enable companies to interact with their customers
Way to engage customers (contests, online voting, online games, submit ideas)
Enable consumers to see others using product
Provides information to customers
Enable customers to interact with one another as well as companies
word of mouth
Support causes important to customers
Participation - Support Causes
Public expects brands to use their platform to speak out
Millennials tend to choose brands whose values align to theirs
One in three people have already stopped using a brand that they think did not respond well during the pandemic (Edelman, 2020)
Brands play a vital role in informing the views of others during times of crisis
However need to be careful in creating "authentic" contributions that align with their long-term brand purpose
Might be seen as opportunistic or hypocritical
Examples
Harvard Business Review: Stop Hate for Profit Campaign
Ben & Jerry's: Black Lives Matter
Ikea: LGBTQ+
Dove: Front Line workers
Communication Theories
Speech Communication Process
Source/Sender > Encoding > Channel Message > Decoding > Receiver
Receiver (Response)---> Source/Sender (Feedback)
Role of Gatekeeper
X1,X2,X3... (source) -> A (Journalist) -> C (Editor) -> B (Reader)
Source of credibility
Diverse opinions
Damage control: Followers will be more relatable to their influencers. Influencers can help to mediate
Presentation: Bite-size content
Curate information
Collating of information
Role of Opinion Leader
Two-Step Flow Model
Mass media is communicated from Opinion leader to individuals in social contact with an opinion leader
Grunig & Hunt (1984) Model of Public Relations
Press Agent/Publicity (One-way communication)
Uses
persuasion and manipulation
to influence audiences to behave as the organization desires
Public Information Model (One-way communication)
Uses p
ress releases and other 1-way
communication techniques to distribute org info
in-house journalist
Two-way asymmetrical model (Two-way communication - imbalance)
Uses
persuasion and manipulation
to influence audiences to behave as the organization desires
Does not use research to find out how stakeholders feel about the organisation
Two-way Symmetrical model (Two-way communication - Most effective)
Uses communication to
negotiate
with the public
Resolve
conflict
Promote mutual understanding and respect between the organisation and its stakeholders
Other theories
Agenda setting (McCombs & Shaw)
Dialogic Theory (Kent & Taylor)
Diffusion of innovation (Rogers, E.)
Relationship Management Theory (Ledingham & Bruning)
Technology's Impact on Industry
Disruption
: One clear theme of technology in general and social media’s impact on the business environment is that it has disrupted the way things are done i.e. no longer business as usual
Examples:
Groceries (Cashier-less, home delivery)
Religion
Transport (Grab: Superapp)
Travel
Healthcare (VR to take out fear during vaccination)
Modelling (Digital supermodels - AI generated)
Luxury Retailing
Music
Advertising and public relations (Hunger Games - promoted on social media platforms, first movie that did not have trailers
Social Media Use
Social media driven campaigns
Augmented Reality (Social media + real life)
Crowdsourcing
Using memes
Viral videos