presentation e. constantinides in ut seminar hey tweet face the hyve

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 TWENTEe.constantinides@utwente.nle.constantinides@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

XXXXXX

XXXXXX

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XXXXXX XXXXXX

© E. Constantinides

Thank youThank you

e.constantinides@utwente.nl