social media & social marketing. the power of conversations
DESCRIPTION
Presented at the Social Marketing course, Lugano, October 13, 2008. Social Media could be used for promoting social marketing campaigns. In the Web 2.0 it is important to understand WHAT tools use and HOW use them for reaching important goals. What about behavior change? There are lots of opportunities for research out there.TRANSCRIPT
![Page 1: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/1.jpg)
Social Media& Social MarketingThe Power of Conversations
![Page 2: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/2.jpg)
A quick poll, before getting started!
• Blog personal/corporate• Tagging
• Bookmarking
• Photo Sharing
• Skype or IM
• Wiki
• RSS
• Web video / vlog• Social Networking
• Mash-ups
• Second Life
![Page 3: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/3.jpg)
Social Media, Web 2.0, Blogs, Blogosphere, Social Networks, Wikis...What is this all about?
![Page 4: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/4.jpg)
http://flickr.com/photos/oceanflynn/315385916/
![Page 5: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/5.jpg)
http://flickr.com/photos/psd/1805709102/
![Page 6: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/6.jpg)
Still Feeling A Bit Confused?http://flickr.com/photos/9119028@N05/591163479/
![Page 9: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/9.jpg)
A definition of Social Media& the Web 2.0...
![Page 10: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/10.jpg)
The Web 2.0 could be defined as a collection of open-source, interactive and user-controlled online applications expanding the experiences, knowledge and market power of the users as participants in business and social processes.
Constantinides & Fountain, 2008
Social media are the social aspects of the web 2.0 applications: participation, openness, conversation, community and connectedness.
SpannerWorks, 2007
![Page 11: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/11.jpg)
Web 1.0 vs. Web 2.0
![Page 12: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/12.jpg)
http://flickr.com/photos/lafabriquedeblogs/1193780745/
http://flickr.com/photos/popoever/234877734/
![Page 13: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/13.jpg)
http://www.cluetrain.com/book/95-theses.html
Basically it’s all about conversations...
![Page 14: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/14.jpg)
The Social Media Landscape
![Page 15: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/15.jpg)
http://flickr.com/photos/briansolis/2735401175/
![Page 16: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/16.jpg)
http://flickr.com/photos/fredcavazza/2564571564/
![Page 17: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/17.jpg)
Could Social MediaBe Used forSocial Marketing Campaigns?
![Page 18: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/18.jpg)
Let’s have a look atsome examples...
![Page 19: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/19.jpg)
Substance Abuse(Anti-Drug, Smoking)
![Page 24: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/24.jpg)
Social Marketers should take into account butnot be afraid of side- or boomerang effectsof the Internet.
![Page 25: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/25.jpg)
![Page 28: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/28.jpg)
Hand Washing
![Page 31: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/31.jpg)
HIV-AIDS
![Page 35: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/35.jpg)
Physical Activity
![Page 37: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/37.jpg)
![Page 38: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/38.jpg)
Recycling
![Page 40: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/40.jpg)
Could Social Mediabe Effectively used forSocial Marketing campaigns?
![Page 41: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/41.jpg)
YouTube, MySpace, Facebook, Xanga, Flickr, Digg , StumbleUpon are all media that could be used for extending the campaing and spreading messages.
It is possibile to increase the audience reach through the web...
When I go online I “talk” to my friends about different things, and also about my ideas, perspectives, opinions, etc... So it makes sense to think of the Internet as a place where real conversations take place.
![Page 42: Social Media & Social Marketing. The Power of Conversations](https://reader033.vdocuments.mx/reader033/viewer/2022061110/53f3b84d8d7f72c80e8b4927/html5/thumbnails/42.jpg)
what do
YOU think?