SOCIAL MEDIA

SO 11[THANG 06 - 2009]

BAN TIN DANH CHO SINH VIEN YEU THCH MARKETING - AN PHAM CUA NHOM MARGROUP

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Ban co vanTien s Le Tan Bu

Trng khoa Thng mai - Du lch - Marketing

H Kinh Te Tp.HCM

Thay Huynh Phc NghaGiam oc d anVietnam Marcom

Ban th ky toa soanoan Th Thanh Nha

Pho nhom chuyen mon - MargroupTran Quoc Chng

Trng bo phan Re-Ad - MargroupLy Thanh Phong

Pho bo phan Re-Ad - Margroup

Ky thuat - Trnh bayLe Canh Bch Hanh

Anh baNguyen Th Thuy Ha

Cong tac noi dungVu Th Kim Cng

Tran Minh cDng Th Ngoc Ha

Le Thuy HanhTran Khanh Hoang

Quach To LaiNguyen Th Hoang NgaNguyen Hoang Mai Sn

Nguyen Th ThaoVien Quoc Trung

ao Duy TuanNguyen Anh Vu

Toa soan va tr s54 Nguyen Van Thu, Q1, Tp.HCMEmail: bantinmarpro@gmail.comWebsite: http://www.margroup.edu.vn

Facebook: http://www.facebook.com/MarProThn cho

Ban bin tp

TH TO SON

KHM PH MARPRO

AN PHAM CUA NHOM MARGROUPSO 11 | THANG 6 - 2009

KIEN THC MARKETINGSocial Media - truyn thng v hn th naBn tng nghe qua khi nim ny cha? Trong xu th i thoi tng tc, gn gi hn vi ngi tiu dng hiu hn nhng mi quan tm ca h, bn cn c mt hng i mi trong truyn thng. Hy khm ph hng i y trong chuyn mc ny.

DIEN AN MARKETINGnh hng ca mng x hi i vi thng hiuS tranh lun v quan im ring lun mang li nhng iu th v, v cng l c tnh ca chuyn mc ny. Mng x hi c thc s l mt phn nh hng nhiu v mnh m i vi thng hiu hay khng? Bn c th th t tr li trong u trc khi c cc cu tr li ca cc bn sinh vin v chuyn gia.

CASE STUDYZing v cuc ua dch v trc tuynZing nh ng c mt cng ng teen bng rt nhiu sn phm gn gi, ty bin v hiu qu. Hy cng tm hiu nhng u th ca Zing khm ph mt con ng tin dn n cng ngh trc tuyn: web 2.0, t bn s c kinh nghim to lp con ng ring cho mnh trong tng lai.

NHAN VAT MARKETINGHnh trnh r li tm ng

bao gi ng trc mt li r, bn cm thy bn khon v kh la chn. Nhng chia s ca anh Phm Ngc Khn s cho bn mt ci nhn lc quan hn trong la chn ca bn thn. D u, hy chy ht mnh v sng l cng hin, l am m. Hy cng MarPro tri mnh ra cng cm xc ca anh Khn v tm kim la chn ng cho cuc i ca mnh nh!

NI DUNG

Ngy nay vic s hu mt ngi nh qu l n gin. Thm ch c ngi xy dng ba bn cn nh vi y tin nghi. Bn c th tha h xem phim, nghe nhc, xem tin tc, v cn hn th, bn c th kt ni vi c trm ngi nh hng xm bt k u trn th gii. Nhng ngi nh ny c a ch trn vng t internet, vi nhng khu th MySpace, Facebook, Friendster, YouTube, Ch cn chp nhn l hng xm ca nhau, bn v ngi hng xm c th gp nhau mt cch d dng, khng cn phng tin i li m ch tn vi c nhp chut l bn c th gh thm v thoi mi ngm nhn ngi nh ca nhau. Mi chuyn xy ra trong cn nh ca bn cng khin tt c bit n v ngc li. i khi cu chuyn nng hi li l ti bn tn cho c khu nh, ri lan sang khu khc. y qu l mt hiu ng lan truyn khng sao ngn cn ni.

Mt anh chng lm kinh doanh s t nh: Gi m cu chuyn v sn phm ca mnh c lan truyn ti tai mi ngi nh th th hay bit my!. Anh bt u to ra ngi nh cho ring mnh, trang tr tht p, lm quen tht nhiu ngi hng xm c mi quan tm m anh nhm n. V cu chuyn qung b sn phm cng ty ca anh bt u t y.

Bn tin MarPro s 11 vi ch ng dng cng ngh Web 2.0 vo marketing k ny xin gii thiu vi bn c cu chuyn th v trn. Hy vng cc bn s cng ha mnh vo cu chuyn khm ph ra cch qung b tuyt nht cho chnh sn phm ca mnh.

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s dng. c bo, xem truyn hnh gip cho bn thu nhn nhng g ngi a tin tc cung cp cho bn, nhng ch l nhng thng tin mt chiu. Thay v th, s dng cc cng c truyn thng x hi gip cho bn c th i thoi trc tip vi ngi a ra tin tc, hoc tm hiu c thm nh gi ca nhng ngi s dng khc v vn . Cch thc vn hnh ny gip cho thng tin ca truyn thng x hi lun a dng v cp nht hn so vi cc cch truyn thng c, do cng c trung thc cao hn.Mt th mnh khc ca truyn thng x hi chnh l tc pht tn thng tin. Do s lin kt ton cu ca cc mng x hi, tin tc gi y c lan truyn gn nh l tc thi. Trc kia, mun xem mt b phim truyn hnh mi c khi chiu nc ngoi, bn phi mt vi thng ch ngi ta mua li, dch thut, bin tp ri mi cng chiu cho bn xem. Gi y, vi s h tr ca truyn thng x hi, ch vi gi sau khi tp phim c pht sng, bn c th xem y trn Youtube (mt a ch chia s video) v cng bnh lun vi nhng ngi bn cch xa na vng tri t qua cc mng x hi, blog. Tc cp nht thng tin lin tc thu ht v gi chn ngi s dng mt cch kho lo. By gi, ngi tiu dng khng cn ng vai tr b ng, ngi ta ni g nghe ny nh trc na; mt khi s dng truyn thng x hi, bn thn mi c nhn tr thnh mt ngi pht tn tin tc. Vi truyn thng x hi, ngi tiu dng bnh ng v ch ng trong vic chia s v tip nhn thng tin hn so vi cc hnh thc truyn thng khc. cng chnh l l do khin s lng ngi tham gia vo truyn thng x hi khng ngng gia tng.

Truyen thong xa hoi - xu hng mi trong marketingu im ln nht ca truyn thng x hi chnh l kh nng cung cp thng tin nhanh chng v a dng. Bn c nhu cu mua mt chic xe my, lp tc bn vo Google v tm

kim thng tin v mt hng ny ca Honda, Yamaha, SYM; ngoi nhng thng s k thut, cc kt qu tm kim c i khi cn dn dt bn n vi bnh lun ca nhng ngi tiu dng trc v sn phm. Th l ch trong vi giy, bng vi c click chut, bn c c y thng tin v chic xe my cn mua, nm c nhng u v khuyt

im ca sn phm ny mt cch d dng. Bit tn dng li th ny, cc marketer c th to ra nhng chin dch marketing vi chi ph thp m vn t c hiu qu cao. Bn cnh , vic nh chnh khch hng ca mnh gi i thng ip sn phm n bn b h s lm cho thng ip y tr nn thc t v d

chp nhn hn, t dn dn ginh c thin cm ca ngi tiu dng. Ly v d n gin, bn ang d tnh t chc sinh nht ti nh hng nhng cha tm c a im thch hp. Bn ln website thodia tm kim cho mnh mt ni tt nht. V

cha bao gi n nhng a im ny, hn nhin bn s u tin chn la nh hng no c nhiu nht nhng li nh gi tt ca khch hng. l v ngi tiu dng thng tin tng vo cm nhn ca nhng ngi tiu dng khc, nhng ngi m h cho

rng c cng li ch v mi quan tm nh h. Khai thc c c im ny hiu qu, sn phm ca cc marketer s d dng chim c cm tnh v lng trung thnh ca ngi tiu dng d khng cn thc hin nhng chin dch qung b rm r.

Lng ngi tham gia ng o

cng khin cho truyn thng x hi tr thnh mt mi trng marketing mu m. Thng tin v sn phm ca bn gi y c th tip cn vi nhiu i tng, nhiu khch hng hn khi c qung b bi nhng phng tin ny. Bn cnh , s hnh thnh ca cc cng ng mng

KIN THC MARKETING

SOCIAL MEDIATRUYEN THONG VA HN THE NABn c thc mc ti sao Facebook li li ko c kh ng ngi dng t Yahoo! 360 sang, hay nhn thy do ny c nhiu trang nht k c nhn (blog) hay cc mng x hi xut hin? Khi m khch hng ngy cng dnh nhiu thi gian cho th gii o, mng x hi thc s khng nh c v th hay cha? Hy cng chng ti tm hiu nhng vn ny r hn thng qua khi nim truyn thng x hi.

Khai niem truyen thong xa hoi cp n truyn thng x hi th khng th khng nhc n cng ngh web 2.0, nn tng xy dng nn cc dch v ny. Vo thi k u pht trin ca internet, th h web 1.0 c khai sinh nh nhng website u tin v n gin nht ca con ngi. Sau mt thi gian tung honh, th h web 1.0 dn b thay th bi s ra i ca n em web 2.0. So vi web 1.0, web 2.0 c nh gi l c nhiu u im vt tri hn; hy cng lm mt php so snh nh, bn s thy r iu .

Web 1.0 Web 2.0Ch c Thng tin mt chiu t ngi vit n ngi c

ng dng: cc trang web tnh, ni dung thiu linh hot

45 triu ngi dng (1996)

250 ngn trang web

c v vitThng tin lun chuyn hai chiu, tng tc gia ngi vit v ngi c

ng dng: blog (nht k in t), wiki (bch khoa ton th m), cc trang chia s video, hnh nh

Hn 1 t ngi s dng (2006)

80 triu trang web

S tin li v d dng m cng ngh web 2.0 mang n chnh l nguyn nhn khin cho s lng ngi s dng chng khng ngng gia tng. y chnh l tin cho vic hnh thnh h thng truyn thng x hi hin nay.Vy truyn thng x hi l g? Ni mt cch n gin, y l thut ng ch mt cch thc truyn thng kiu mi, c xy dng da trn cc dch v trc tuyn. Trong truyn thng x hi, ngi s dng tng tc qua li vi nhau nh nhng ng dng ca cng ngh web 2.0, chia s vi nhau khng ch thng tin m cn c hnh ha, phim nh, m thanh. chnh l s i thoi gia nhng con

ngi trc tuyn vi nhau thng qua s h tr ca cc mng x hi, cc trang chia s, blog c nhn

Truyen thong theo cach mic ra i nhm tha mn nhu cu chia s ca con ngi, truyn thng x hi t c mt im tin b kh ln so vi cc hnh thc truyn thng c, chnh l cch thc a thng tin ca chng n vi ngi

Thc hien: Thuy Hanh - To Lai

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KIN THC MARKETING

Ngun: UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS (Thng 04/2008)

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DIN N MARKETINGCHU E:

ANH HNG CUA MANG XA HOIOI VI THNG HIEU

Thc hien: Khanh Hoang - Duy Tuan

Ban Le Canh Bch HanhTrng ai hoc kinh te TP.HCM

Ban o Th Hang NgaTrng ai hoc Marketing

Ban Le Kieu HanhTrng ai hoc Ngoai Thng

Anh oan nh HoangBrand ascend consulting

1.Theo anh (ch) mang xa hoi va marketing co quan he nh the nao vi nhau?

Ban Bch Hanh: Mng x hi, trong thi gian gn y dn tr thnh mt phn khng th thiu trong i sng ca mt i b phn cng chng. V c tnh kt ni cao nn mng x hi c th c coi l mt cng c marketing mang tnh tng tc cao nhng kh s dng v i hi nhiu thi gian v cng sc u t vo n.

Ban Hang Nga: Mng x hi l mt cch thc truyn thng kiu mi, vi nn tng l cc dch v trc tuyn, cho php ngi s dng chia s nhng kin, cch nhn, kinh nghim v s hiu bit vi nhiu ngi khc.Do , nu bit cch s dng, n s l mt knh marketing mi, ni bn c th trao i thng tin vi khch hng mt cch nhanh nht, gii thiu nhng thng tin mi v sn phm, dch v ca mnh cng nh nhn cc phn hi t khch hng ngay lp tc.

Ban Kieu Hanh: Theo quan nim ring ca Hnh, trong thi i bng n thng tin nh hin nay, mng x hi , ang v s cn tip tc ng nhng vai tr rt quan trng i vi Marketing v nhng l do sau. Th nht l hiu ng ly lan, y l yu t m cc marketer quan tm nht: s lng khch hng s nhn c thng tin v thng hiu, sn phm ca doanh nghip mnh. Th hai l tc : th tng tng trong mt x hi nng ng v bin i n tng giy nh ngy nay, ch cn bn i sm hn i th cnh tranh ca mnh vi giy thi, tnh th c th hon ton b o ngc. Cui cng l chi ph: c th ni mng x hi l cch thc qung b hnh nh ca doanh nghip n vi ng o khch hng vi chi ph thp nht .