marketing and communication in the social media era
DESCRIPTION
This presentation by Antonio Ragusa addresses the following questions:What are social media?How do they affect marketing and communication? Why are they important and what benefits can they bring to organizations and individuals?How should they be used for marketing and communication purposes?TRANSCRIPT
Antonio Ragusa 1
Marketing and Communication in the Social Media Era
Challenges and Opportunities
Antonio Ragusa
19/07/2011
Antonio Ragusa 2
Agenda
• What are social media?• How do they affect marketing and communication? • Why are they important and what benefits can they
bring to organizations and individuals?• How should they be used for marketing and
communication purposes?
Antonio Ragusa 3
What are social media?
• Social Media are online platforms and technologies that enable users to produce and share content (text, image, video, audio) and interact.
• They include social networks like Facebook or LinkedIn, blogging and microblogging platforms (i.e.: Twitter), content communities like YouTube and Flickr, social bookmarking sites like Del.icio.us, social news sites like Digg or Reddit, wikis, such as Wikipedia, and other sites that are centered on user generated content and user interaction.
• Social media types are increasingly growing and developing. This presentation contains information that will probably be superseded very soon!
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The most famous social media
• Twitter: Microblogging (140 characters) - 175 million registered users; 95 million tweets written per day - founded in 2006
• LinkedIn: Professional social network – 100 mil. members - founded in 2003
• Facebook: Personal networking platform - 750 mln. active users – founded in 2004
• Youtube: Video sharing platform – three billion views per day – founded in 2005
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Social media types Kaplan and Haenlein (2010)
Collaborative projects
Blogs and microblogs
Content communities
Social networking sites
Virtual game worlds
Virtual social worlds
e.g. Wikipedia
e.g. Twitter
e.g. YouTube
e.g. Facebook
e.g. World of Warcraft
e.g. Second Life
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Social media impact on communication
Social media:• transform communication from a
monologue into a dialogue.• transform people from content
readers into content providers.• In 2006 Time magazine chose
“You” as Person of the Year: “You control the Information Age”. It recognized you and the millions of people who anonymously contribute user-generated content to websites like Wikipedia, YouTube, Facebook, etc.
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Social media impact on marketing
Outbound Marketing• Advertising• Direct marketing
Interruption
Inbound Marketing• Search Engines• Social Media
Permission
Traditional outbound marketing methods based on interruption are becoming less and less effective. Consumers start their shopping experience by looking on the Internet, in
the search engines, the blogosphere, and social media sites. In order to remain competitive, businesses need to utilize “inbound” marketing techniques to “get found”
by the consumers searching for their products and services online.
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Why social media?
• 2/3 of the global internet population visit social networks.*• Time spent on social networks is growing at 3x the overall
internet rate, accounting for ~10% of all internet time.*• Social media is democratizing communications.• Social media is like word of mouth on steroids, and word of
mouth will always be the best form of advertising for your organization.
• Consumers are increasingly relying on social networks to get product-related information and to decide if and what to buy.
• Social media allow you to communicate effectively with your audience, find information and new customers at low costs, compared to traditional methods.
(*) Source: Nielsen, Global Faces & Networked Places
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Where can we use social media?
Social media can and are used in any sector:• Business to Business• Business to Consumer• Non-Profit/ Cause Related• Politics
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How should social media be used?
ListenShare Interact
ListenShare Interact
PositivePositivePositivePositive
Stalk-talkSell, sell, sell Outbound marketing
Stalk-talkSell, sell, sell Outbound marketing
NegativeNegativeNegativeNegative
Don’t assume social media is the answer to everything. If your product is not good, social media won’t fix it!
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Thanks for your attention.
Questions?
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