Svenja WiddershovenCentre of Research International Business and Communication

Content

Web 2.0

Definition of social media

Classification of social media

The P.O.S.T. model

Web 2.0

Web 2.0

“The World Wide Web as a platform whereby content

and applications are no longer created and published

by individuals, but instead are continuously modified

by all users in a participatory and collaborative

fashion.”

- Kaplan & Haenlein (2010)-

Web 2.0

Social Media

Social Media

“A group of Internet-based applications that build

on the ideological and technological foundations of

Web 2.0, and that allow the creation and exchange

of User Generated Content.”- Kaplan & Haenlein (2010) -

Web 2.0 vs Social Media

Classification of social media

Classification of social media

Media Richness

(social presence)

Low Medium High

Self disclosure

(self presentation)

High

Low

- Kaplan & Haenlein (2010), Van Osch & Van Zijl (2011) -

Classification of social media

Dimension 1

Media Richness

The amount of information

Type of contact

Timing

Classification of social media

Dimension 2

Self disclosure

Revelation of personal information

Control impressions

Classification of social media

Media Richness

(social presence)

Low Medium High

Self disclosure

(self presentation)

High Blogs

Low Collaborative

projects

Classification of social media

Collaborative projects

The joint effort of many actors

Synergy

‘We are all experts’

Nokia uses internal wiki’s

Social Media Use

Blogs

Personal webpages

Wide range

Risks

Classification of social media

Media Richness

(social presence)

Low Medium High

Self disclosure

(self presentation)

High Blogs Social networking

sites

Low Collaborative

projects

Content

communities

Classification of social media

Content communities

Sharing of media content

Attractive channel for content spreading

Risks?

Classification of social media

Social networking sites

Personal information profiles

Find friends

Create brand community

Classification of social media

Media Richness

(social presence)

Low Medium High

Self disclosure

(self presentation)

High Blogs Social networking

sites

Virtual social

worlds

Low Collaborative

projects

Content

communities

Virtual game

worlds

Classification of social media

Virtual game worlds

Personalized avatars

Massively multiplayer online role-playing game

Product placement advertising

Use the popularity of VGW

Classification of social media

Virtual social worlds

Second life

Product placement advertising

Virtual product sales

Marketing research

How to choose a social medium?

The P.O.S.T. model

People

Audience segmentation

Describe the audience

Social media use

Active or passive users?

- Bernoff & Li (2008), Li & Bernoff (2011) -

The P.O.S.T. model

Source: Onlinemba.com

The P.O.S.T. model

Objectives

1. Research

Listening

The P.O.S.T. model

Objectives

2. Marketing

Talking

The P.O.S.T. model

Objectives

3. Sales

Energizing

The P.O.S.T. model

The P.O.S.T. model

Objectives

4. Customer support

Supporting

The P.O.S.T. model

The P.O.S.T. model

Objectives

5. Development

Embracing

The P.O.S.T. model

The P.O.S.T. model

Strategy

Benefit for your audience?

Reward or incentive

Policies and procedures

Evaluate success

The P.O.S.T. model

TechnologyChoose social media application

The P.O.S.T. model

Objectives

1. Research listening

Media Richness

(social presence)

Low Medium High

Self disclosure

(self presentation)

High Blogs Social networking

sites

Virtual social

worlds

Low Collaborative

projects

Content

communities

Virtual game

worlds

References

Bernoff, J., & Li, C. (2008). Harnessing the Power of the Oh-So-Social Web. Mit Sloan Management Review, 49(3), 36-42.

Kaplan, A., & Haenlein, M. (2010). Users of the world unite! The challenges and opportunities of social media. Business Horizons(53), 59-68.

Li, C., & Bernoff, J. (2011). Groundswell: winning in a world transformed by social technologies. . Boston, Massachusetts: Harvard Business review press.

Osch van, D., & Zijl van, R. (2011). Basisboek social media (Vol. 1). Den Haag, The Netherlands: Boom Lemma.

Questions?