faculty club april 2013 business & science meeting final
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Social Media Marketingin a Nutshell
Faculty Club Business & Science Meeting April 2013
Dr. Efthymios Constantinides
Assistant Professor Marketing / E-Media
University of Twente
Faculty of Management and Governance / NIKOS Institute
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Questions keeping Marketers busy• How can I survive / grow in a fast evolving, global
marketplace? • What is the meaning and value of the New Media /
Social Media and new technologies for me?• What is the impact of the New Media on the Old
Media, on Customers and Marketing? • How to deal with the Empowered Customer?• Is my brand still my property ?. • Is the Market and the Marketing Paradigm changing?• What next?
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Digitalization and new ICTs: Dramatic shift in marketing practice
• Internet: e-commerce threat for many traditional branches
• Mobile internet and Smatrtphone apps disrupt industries
• “Wearable” Technologies
• Gamification : Value Pursuit of Accenture
• New Logistics Technologies (ex RFID)
• New Marketing models in retail: Tesco
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Agenda
• What is Social Media?• How Important is Social Media for
Marketing?• Effects of Social Media on Marketing• Effects of Social Media on Customer Buying
Behavior• Social Media Marketing Strategies
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What is Social Media?
• Everyone knows Facebook, Twitter, LinkedIn, Hyves and maybe Google+, MySpace
But Social Media is more:
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Citizen Journalism: Theuniversityblog Paper.li
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Knowledge sharing: Wikipedia Quora EDX Slideshare
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Video and photo sharing: Vimeo Youtube Flickr Instagram
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Product Review sites Epinions YouTube TripadvisorTypophile
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Academic Social Networks: Academia Research Gate
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Social Bookmarking Delicious, Digg StumbleUpon AddThis
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Common aspects of Social Media
• Domain: Interactive Internet / Web 2.0
• Special characteristics: Open access, interactive, content: customer generated
• One-to-one / one-to-many / many-to-many
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Web 2.0 Dimensions
Application typesSOCIAL MEDIA
Social Effects Enabling Technologies
• Weblogs / Blogs• Social Networks• Online Communities• Online Forums and
Bulletin Boards• Content aggregators
• Empowerment• Participation• Openness• Networking• Conversation• Community• Democratization /• User control
• Open Source• RSS• Wikis• Widgets• Mashups• AJAX• ………
Source: Constantinides and Fountain, 2008
Web 2.0 and Social Media
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Agenda
• What is Social Media?• How Important is Social Media for
Marketing?• Effects of Social Media on Marketing• Effects of Social Media on Customer Buying
Behavior• Social Media Marketing Strategies
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Social Media: 92% of Top-100 businesses and millions of consumers involved
Newcom Research & Consultancy 2013
20122008 2009 2010 2011
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Agenda
• What is Social Media?• How Important is Social Media for
Marketing?• Effects of Social Media on Marketing• Effects of social Media on Customer Behavior• Social Media Marketing Strategies
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Power to the people: Social media activism
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2. No More Secrets
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3. Unhappy customers can cause substatial damage
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But my customer is happy!(don’t be so sure!)
• Example 1: Kryptonite
• Example 2: AOL
• Example 3: UA
• Example 4: FedEx
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Agenda
• What is Social Media?• How Important is Social Media for
Marketing?• Effects of Social Media on Marketing• Effects of social Media on Customer Buying
Behavior• Social Media Marketing Strategies
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Customer: Needs Black Box: Processing Response: Decision
(Traditional) 4Ps Marketing Mix StimuliCONTROLLABLE
Other StimuliUNCONTROLLABLE
Traditional Marketing Environment3.500 BC – 1994
Source: Model of Customer Behavior ( Kotler and Keller, Marketing Management, 2012, p. 183)
Web 1.0 Marketing Environment:“Broadcasting” Internet 1994 - 2004
“Broadcasting” InternetWeb 1.0Online ExperienceCONTROLLABLE
Web 2.0 Marketing Environment:Interactive Internet 2004 - today
Interactive InternetWeb 2.0 Social Media / CGCUNCONTROLLABLEE. Constantinides © 30
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Agenda
• What is Social Media?• How Important is Social Media for
Marketing?• Effects of Social Media on Marketing• Effects of Social Media on Customer Buying
Behavior• Social Media Marketing Strategies
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The Marketing Process in 2013
Product/ service
Marketing/ E-MarketingOrganization
Web 1.0 Web site
Web 2.0Social Media
Level 1
Level 3
Level 2
Level 4
• Traditional Marketing Theory:
Orchestrating The 4Ps
•4S Web Marketing-Mix Framework
• Strategy•Online Experience •Customer Behavior
• Customer Behavior•Social Media as Marketing
Tools
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SOCIAL MEDIA MARKETING
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Social Media Applications
Blogs Online Communities
Social Networks
Forums/ Bulletin Boards
Content Aggregators
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Use of Social Media as Marketing Tools
Passive: Listen the customer’s voiceActive: Engage the customer
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Marketing
Objectives
Listening In
COOSTO
PR /Direct Marketing
CRM
Reach the Influencers
Personalize Experience
Tapping Creativity (Co-Innovation)
Social Media Applications
HOW SOCIAL IS YOUR BRAND?
TwitterReach
Social Media Marketing examples
ConfiguratorDatabase
Web logsMobileCrunch Direct2Dell
Clorox
DISTIMO
SOOCIAL
Online Communities Threadless
KLM1 KLM 2
TechnotatiTwittorati
NIKE
Social NetworksStarbucks
AppleAppStore
BestBuy
1-800flowers
McDonalds
Starbucks
Forums /
B. BoardsEpinions
Reviewcenter
AmericanExp
AA
Content Aggregators BizReport
BuzzCupture
DELL RSS
Grolsch
MyMuesliDesign yourHeineken
PASSIVE
ACTIVE
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Co-Innovation Examples
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Co-Innovation Examples• Starbucks Build Your Drink My Starbucks Idea• Dell Computers Idea Storm• LEGO CUUSOO• NOKIA Developer• OSRAM Emotionalize your Light• P&G Swiffer BOEING newairplane.com• KLM SuperFly Fly 2Miami• HEINZ Commercial SONY Commercial• Innocentive Challenges
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Main Challenges in Social Media Marketing• Manage the Total Customer Experience: Social Media,
Web and traditional media: cross-media strategies• Renewed emphasis on the Customer: Understand the
New Customer– Win Customer Trust and Create Customer Advocates (but also become Advocate of
your Customers)– Harness the Crowd Wisdom: The customer as Co-Innovator– From Consumer (segments) to Consumer Networks
• Keep up with technology developments: mobile, wearable technologies, RFID, Cloud, Semantic Web
• Be ready for the Big Data - A marketing nightmare or the new competitive advantage?
- Will facts now definitively defeat intuition?
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THANK YOU
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