How Social Media (Facebook, LinkedIn & the company´s Blog) can increase ByLykke´s Brand Awareness?

By   Barbara   Noor,   Korinna   Ringendahl,   Kris4ne  Bezbaile,  Mara  Munk  Jensen  &  Victor  Brugirard  

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Agenda

•  Linkage  between  Social  Media  and  the  chosen  Theories/  Model  •  The  Applica4on  of  6  P´s  to  ByLykke  •  Social  Media  in  Comparison  to  ByLykke  •  Methodology  •  Conclusion    •  Cri4cism  of  Theories  &  Engagement  Model      •  Alterna4ve  Theories  &  Models      

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Linkage between Social Media ���and the chosen Theories/ Model

Social  Exchange  Theory:    –  Mostly  addresses  intangible  benefits;  Posi4ve  social  outcomes  are  

rising  trust  and  the  commitment  to  sustain  the  exchange  rela4onship  

McLuhan  Media  Theory:    –  LinkedIn,  FB  and  blogs  =>  use  of  cold  media  with  high  defini4on;  

applica4on  of  visual  aid  to  fully  engage  consumers  Engagement  Model:  

–  How  the  company  engages  consumers  to  create  brand  awareness  =>  when  engagement  is  achieved  consumers  are  engaging  other  consumers  

=>  two-­‐way  communica9on                

Source:  (Bezbaile  et.  al.,  2014)  3  

Example: Linkage between Facebook and the chosen

Theories/ Model

Social  Exchange  Theory:    •  Knowledge  sharing  •  Enhancing  Trust-­‐building  by  interac4ons  McLuhan  Media  Theory:    •  Gets  people  engaged  be`er  when  giving  

visualize  Engagement  Model:  •  Comment:  engaging  consumers  with  the  

company  •  Share:  consumers  are  engaging  other  

consumers  

Sources:  (ByLykke,  2014;  Bezbaile  et.  al.,  2014)  4  

6 P’s of social media

The  6P's  model  is  used  in  order  to  engage  users  further  than  in  the  engagement  model.    The  model  groups  different  Social  Media  components  to  analyze  the  engagement  process  in  online  branding  communi4es    

Source:  (Wang,  2011)    5  

Profile

A  func4on  offered  by  social  media  plaeorms  Companies  reflect  themselves  in  the  profile  

ByLykke:    •  Public  profile  •  A  plaeorm  to  express  itself,            to  stay  in  contact  with  the  users    •  Social  interac4on  takes  places  because:  

1.  Who  it  is  2.  Perceived  desirability  3.  A  common  ground  

 User’s  profiles:    •  Understanding  the  users  &  poten4al  customers  •  Understanding  their  needs  in  order  to  develop  the  brand  

Source:  (Wang,  2011)    6  

Peer

Any  person  using  any  type  of  social  media  3  types  –  a  very  subjec4ve  classifica4on      

ByLykke:    •  The  upward  peers:  only  a  few  

•  The  downward  peers:  none  of  them  

•  The  on-­‐par  peers:  most  of  the  peers  

Users:    •  They  help  the  company  to  segment  &  target  a  certain  market  &  realize  on  

which  users  should  it  focus  on  Source:  (Wang,  2011)    7  

Person

 •  Person  behind  the  social  media:  Pia  Lykke  

Bertelsen.  •  Personality:  natural  and  efficacy.  •  Meaning  of  the  social  media:  gain  popularity  

and  recogni4on.  •  Ambassador:  herself  

The  person  is  the  one  who  runs  the  social  media  giving  to  it  reflect  the  personality,  inten4ons  and  mo4ves.    

Sources:  (ByLykke,  2014;  Wang,  2012)  8  

Post

•  Base:  the  product  or  the  brand  •  Types:  Entertaining,  thanking  and  sharing  

posts.  •  Uses:  make  par4cipate,  please  and  

inform  the  followers.  •  Results:  posi4ve  emo4ons,  informa4on  

and  entertainment.  •  Strengths:  enjoyable,  create  trust/truth  

The  post  is  what  is  shown  individually  on  the  social  media  of  the  company.  

Sources:  (ByLykke,  2014;  Wang,  2012)  9  

Perception

Source:  (Own  crea4on  based  on  the  Adapta4on  of  Peirce’s  Triad  of  Semio4cs,  Wang,  2012)  

The  percep4on  process  involves:    •  Exposure    -­‐  Paid  adver4sement  -­‐  Communica4on  

exposure    •  AHen9on  -­‐  Social  media  over  

tradi4onal  channels    •  Interpreta9on  -­‐  Validity  and  high  

social  value        

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Pull

Pull  refers  to  the  amount  of  social  capital  and  influence  that  an  individual  user  is  able  to  command  from  their  peers  through  their  social  network    

Patricians   Parvenus  

POSERUS   Ploretarian  

•  Patricians  -­‐  Late  adopters  -­‐  Tradi4onal  channels  

•  Parvenus  -­‐  Younger  genera4on  -­‐  Social  media  orienta4on        

•  Poserus  -­‐  High  focus  on  online  ac4vi4es          

•  Ploretarian  -­‐  Exclude  social  media  &  

concentrate  on  tradi4onal  channels  

  Source:  (Own  crea4on  based  on  Wang,  2012)  11  

Findings of the 6 P’s

Person  

Profile  &  Post  

Peers  

Percep4on  

Pull  

Source:  (Own  crea4on  based  on  Wang,  2012)    

•  Differen4a4on    •  Healthy  lifestyle  related  

concept    •  Frequency  and  quality  of  

posts    •  Person  as  an  ambassador  

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Social Media

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Criteria  

Main  Industry  Impact     B2C   B2B   B2C  

 Social  Media  Site  

Focus    

Sharing  of  news,  content,  stories    

Sharing  of  company  and  industry  news/discussions    

Sharing  opinions/  direct  forum  discussions/    responses  to  consumers      

 Viral  Brand  Exposure  

Opportuni9es    

“Likes”  or  comments  on  content,  brand  communi4es,  fan  pages    

“Likes”  or  comments  on  news,  group  discussions,  company  follows    

Subscribe,  share,  comment  &  follow    

Impact  on  Web  Traffic     1  billion  ac4ve  users     240  million  ac4ve  users     200  million  ac4ve  bloggers  

   

Adver9sing  Opportuni9es    

Facebook  Ads  Premium  Ads  Facebook  Apps  Feature  Facebook  Connect  Plugins    Crowd  Funding  &  Dona4ons    

   LinkedIn  Premium  Ads    

Banners  from  different  or  the  same  industry      Affiliate  links  from  different  industries    

Social Media Site Comparison to ByLykke

 Sources:  (Levy,  2010;  Qualman,  2013)  14  

Methodology

Unit  1  Unit  2  

Unit  3  

•  Reality  consists  of  units  à    each  unit  has  its  own  components,  which  create  their  own  system  

•  Researcher  goes  through  a  learning  process;  no  ac4ve  involvement  of  the  company    

•  Systems  creator’s  knowledge,  interests  and  goals  influence  how  the  company’s  problem  is  formulated  and  how  it  will  progresses  

•  Sum  of  the  parts  does  not  equal  the  whole  à    synergis4c  effects.  

Reality  

Source:  (Arbnor  &  Bjerke,  2009)  

Systems Approach  

Paradigm

•  Describes  basic  philosophical  assump4ons  that  influence  research  

Source:  (Arbnor  &  Bjerke,  2009)  

1 2 3 4 5 6

Reality as

concrete and conformable to law from

structure

independent of the observ

er

Reality as

mutually

dependent

fields of

information

Reality as a

world of

symbolic

discourse

Reality as a

social construct

ion

Reality as a

manifestation of human

intention

Reality as a

concrete determi

ning process

THE ANALYTICAL APPROACH THE ACTORS APPROACH

THE SYSTEMS APPROACH

Conclusion

How  social  media  (Facebook,  Linkedin  and  company’s  blog  page)  can  increase  Bylykke’s  Brand  awareness?      •  Audience  Type        •  Message    

 •  Consumer  engagement  Process    

 •  Purpose    

 •  Time      •  Keep  constantly  engage  with  your  online    Brand  Community      

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Criticism: Social Exchange Theory

•  Reduc4on  of  human  interac4on  to  a  ra4onal  process  =>  ra4onal  man  must  have  complete  &  perfect  informa4on  =>  humans  are  ra9onal  in  principle  but  not  in  prac9ce  

•  Are  people  really  as  self-­‐interested  as  SET  assumes?  =>  wrong  to  think  about  personal  rela4onships  in  the  same  way  as  business  transac4ons  

•  Focuses  on  individual  needs  (based  on  a  rewards  concept)  &  fails  to  explain  the  significance  of  group  solidarity  =>  problema9c  to  adapt  in  more  collec9vis9c  cultures  

•  Cost  &  rewards  are  not  clearly  defined  

Sources:  (Miller,  2005;  West  &  Turner,  2007;  Duck,  1994)  

Criticism: McLuhan’s Media Theory

•  Raymond  Williams  (1974)  was  one  of  the  first  to  suggest  that  McLuhan  was  a  technological  determinist  because  his  formalist  analysis  of  the  media  was  lacking  in  its  ability  to  account  for  the  workings  of  power,  poli4cal  economy,  ins4tu4onal  organiza4on,  and  everyday  life.  

•  Difficult  to  understand  that  he  was  merely  referring  to  any  maHer  or  force  that  amplified  man’s  five  physical  senses  by  any  means  or  modes.  

•  The  message  -­‐  The  form  of  media  used  were  different,  radio  and  television,  but  the  end  result  seems  to  be  same  -­‐  acquisi4on  of  mass  support.  

•  McLuhan’s  classifica9on  of  media  takes  into  account  only  two  factors:  par4cipa4on  and  informa4on  

•  When  McLuhan  claimed  that  he  himself  could  not  understand  his  wri4ng  some4mes  because  it  was  too  complicated,  he  probably  expected  the  reader  to  an4cipate  a  convoluted  disserta4on  of  media  sciences  and  not  a  how-­‐to  guide  to  such  a  complex  subject.  

   

Criticism: Engagement Model

•  Internally  focused      •  Very  subjec4ve  model      •  Difficulty  of  monitoring  &  forecas4ng  effects      •  Measurement  criteria      •  User  openness  with  Social  Media  

Alternative: Social Exchange Theory

Equity  Theory  (1963)    •  also  deals  with  the  cost  &  benefit/reward  

aspect  of  a  rela9onship  •  Individuals  try  to  maximize  their  outcomes  by  

maximizing  the  difference  between  perceived  rewards  &  costs  

•  good  rela4onship  =>  both  benefits  &  costs  should  be  balanced  between  two  individuals  in  a  rela9onship  

 

•  Inequali9es  in  rela9onships  will  cause  the  par4cipants  to  be  unhappy  to  a  degree  propor4onal  to  the  amount  of  inequality  

•  Individuals  will  tend  to  work  to  balance  out  inequali9es;  the  greater  the  inequality,  the  harder  they  will  work  to  improve  the  current  situa4on  

Source:  (Sprecher,  1998)  

Alternative: McLuhan’s Media Theory

Agenda  se]ng  theory  (more  news  and  campaign  based)  -­‐  Agenda-­‐sevng  is  the  crea4on  of  public  awareness  and  concern  of  salient  

issues  by  the  news  media.  Two  basis  assump4ons  underlie  most  research  on  agenda-­‐sevng:  (1)  the  press  and  the  media  do  not  reflect  reality;  they  filter  and  shape  it;  (2)  media  concentra4on  on  a  few  issues  and  subjects  leads  the  public  to  perceive  those  issues  as  more  important  than  other  issues  

 Media  richness  theory  (management  oriented)  •  Researchers  Daw,  Lengel  and  successors  propose  that  communica4on  

media  have  varying  capaci4es  for  resolving  ambiguity,  nego4a4ng  varying  interpreta4ons,  and  facilita4ng  understanding.  

-­‐  Two  main  assump4ons  of  this  theory  are:  people  want  to  overcome  equivocality  and  uncertainty  in  organiza4ons  and  a  variety  of  media  commonly  used  in  organiza4ons  work  be`er  for  certain  tasks  than  others.  Using  four  criteria,  Daw  and  Lengel  present  a  media  richness  hierarchy,  arranged  from  high  to  low  degrees  of  richness,  to  illustrate  the  capacity  of  media  types  to  process  ambiguous  communica4on  in  organiza4ons.  

 

Cri9cism  :    •  It  is  a  new  framework  

Alterna9ve:  Social  comparison  theory  (=  the  user’s  mo4ves  for  social  comparison/  Why  would  ByLykke  compare  itself  with  the  users  &  consumers)      •  Self-­‐evalua9on:  How  a  user  engages  in  social  comparison  (goals,  

comparison  targets  similar  to  themselves)  

•  Self-­‐enhancement:  How  a  user  improves  his  self-­‐esteem(distort  the  informa4on;  upward  vs.  downward  comparisons;  not  looking  for  a  similar  target  anymore)  

•  Self-­‐assessment:  accurate  and  objec4ve  evalua4on  of  the  self  (reducing  the  uncertainty  about  their  abili4es;  feedback  is  needed)  

   

Criticism and Alternative: 6 P’s

6 P’s

•  Self-­‐verifica9on:  the  desire  to  verify  their  pre-­‐exis4ng  self-­‐concep4ons,  maintaining  consistency  between  their  previously  formed  self-­‐concep4ons  and  the  feedback  =>  people  get  the  sense  of  control  and  predictability  in  the  social  world  

•   Self-­‐improvement:  self-­‐help/  self-­‐  guided  improvement  –  economically,  intellectually  or  emo4onally;  support  groups  or  places  where  users  in  similar  situa4ons  join  and  communicate  together  

 

Bibliography

•  BYLYKKE  (2014)  ByLykke  Health/  Beauty.  [Online]  Available  from:  h`ps://www.facebook.com/bylykke.colostrumcreme?fref=ts.  [Accessed:  19th  June  2014]  

•  BEZBAILE,  K.  BRUGIRARD,  V.  MUNK  JENSEN,  M.  NOOR,  B.  RINGENDAHL,  K.  (2014)  Semester  Project  –  Group  1.  How  Social  Media  (Facebook,  LinkedIn  &  the  company´s  Blog)  can  increase  ByLykke´s  brand  awareness?    

•  WANG,  H.  (2012)  Six  P’s  of  youth  social  media  from  a  young  consumer’s  perspec4ve.  YOUNG  CONSUMERS.  Vol.13,  No.3  p.303-­‐317.  Bingley:  Emerald  Group  Publishing  Limited.  

•   LEVY.R.  J  (2010).  Facebook  Marke4ng.  2nd  edi4on.  United  States  of  America:  Person  Educa4on,  Inc    

•  QUALMAN.E.  (2013).  Socialnomics.  2nd  edi4on.  United  States  of  America:  John  Wiley  &  Sons,  Inc.    

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