presentation e. constantinides in ut seminar hey tweet face the hyve
DESCRIPTION
My presentation during the Seminar Hey Tweet, Face the Hyve organized on 26 January 2011 by the Faculty of Management and Governance / ISCM of the university of TwenteTRANSCRIPT
Social Media and Social Media and MarketingMarketing
Hey ! Face theHey ! Face the
January 26, 2011January 26, 2011 Dr. Efthymios Constantinides Dr. Efthymios Constantinides
Assistant Professor Marketing / e-MediaAssistant Professor Marketing / e-MediaSchool of Management and Governance School of Management and Governance
NIKOS / UNIVERSITY OF TWENTENIKOS / UNIVERSITY OF [email protected]@utwente.nl
Social Media research in MB / Social Media research in MB / NIKOSNIKOS
• SOMERE:SOMERE: a junior research center (GW / M&G) Master Thesis on Web 2.0 / Social Media
• 3 PhDs • Own research: User behavior in online social
enviroments, Social market segments, influence of social media on buying behavior.
Ex. Adoption and Market Segments of SNS users in NL; Use of Social Media by WVO 5/6 children and effect on choice of HE study and University
• Bottom line: How marketers can Bottom line: How marketers can effectively engage Social Media as effectively engage Social Media as Marketing ToolsMarketing Tools
Why Social Media is Why Social Media is important for important for Marketing ?Marketing ?
Marketing Marketing IsIs
ChangingChanging
Declining Effects of Declining Effects of Traditional MarketingTraditional Marketing
ModelModel
Increasing Increasing CustomerCustomer
PowerPower
Decreasing Decreasing CustomerCustomer
TrustTrust
1. The traditional Marketing model is loosing ground
2. The buying / decision making process is changing
Traditional MarketingTraditional Marketing
Marketing in Web 1.0 environmentMarketing in Web 1.0 environment
Marketing in Web 2.0 environmentMarketing in Web 2.0 environment
Customers become Brand Ambassadors
(or brand detractors)
Web Web 2.0 Dimensions2.0 Dimensions
SOCIAL MEDIASOCIAL MEDIA Social EffectsSocial Effects Enabling TechnologiesEnabling Technologies
BlogsSocial Networking SitesOnline CommunitiesForums/BulletinBoardsContent aggregators
EmpowermentParticipationOpennessNetworkingConversationCommunityDemocratization /User control
Open SourceRSSWikisWidgetsMashupsAJAX
Source: Constantinides and Fountain, 2008
APPLICATION TYPES / Social MediaAPPLICATION TYPES / Social Media Weblogs
SNS
Content communities
Forums
Content aggregators © E. Constantinides
The (E-)Marketing StrategyThe (E-)Marketing Strategy
Product/ service
Marketing/E-MarketingOrganization
Web 1.0:Web site
Web 2.0Social Media
Level 1Level 1
Level 3Level 3
Level 2Level 2
Level 4Level 4
Social Media as MarketingTools: Generic approachesSocial Media as MarketingTools: Generic approaches
ACTIVEPASSIVE
MarketingObjective
Listening In
PR /Direct Marketing
Reach the Influencers
Personalize Experience
Tapping Creativity
Application Type
HOW SOCIAL IS YOUR BRAND?
Web logs XXXXXX XXXXXX XXXXXX
XXXXXX
XXXXXX
Communities / Microblogs
XXXXXX XXXX XXXX XXXXXX XXXXXX
XXXXXXSocial Networks
XXXXXX XXXX XXXX XXXX XXXX
Forums / B. Boards
XXXXXX XXXXXX
XX
XXXXXX
Content Aggregators / V.O.C. Monitoring
XXXXXX
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© E. Constantinides
