Marketing and Communication in the Social Media Era

Marketing and Communication in the Social Media Era Challenges and Opportunities Antonio Ragusa 19/07/2011

Agenda ,[object Object],[object Object],[object Object],[object Object]

What are social media? ,[object Object],[object Object],[object Object]

The most famous social media ,[object Object],[object Object],[object Object],[object Object]

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

Social media impact on communication ,[object Object],[object Object],[object Object],[object Object]

Social media impact on marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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.

Why social media? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Where can we use social media? ,[object Object],[object Object],[object Object],[object Object],[object Object]

How should social media be used? Don’t assume social media is the answer to everything. If your product is not good, social media won’t fix it! ,[object Object],[object Object],[object Object],Positive Positive ,[object Object],[object Object],[object Object],Negative Negative

Thanks for your attention. Questions? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing and Communication in the Social Media Era

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