Presentation to Academy of Marketing Conference 2011. eMarketing stream.

1. The echo-effect of social media:
Marketing communications and PR
in a 21st Century digital age
Dr Mariann Hardey, Associate Director Centre of Communication,
Durham University
@mazrred
(cc) http://www.yatzer.com/bella-maniera-mr-mr-revisit-a-da-vinci-classic

2. echo, echo
• ‘Social media’ perspective of marketing;
• Micro-level – up-close and personal with illustrative case
notes;
• Potential of shared consumer content that is ‘mashed up’ and
software sorted and publicly filtered ;
• Focus in on Social Networks Sites (SNSs) e.g. Facebook and
social communications via platforms e.g.Twitter.
(cc) http://www.yatzer.com/eyal-burstein-of-beta-tank-talks-to-yatzer-taxing-art-gestalten

3. Retrieving cc http://www.slideshare.net/Cybersoc/chief-marketing-officer-congress-sopot

5. echo in action
https://prezi.com/secure/31b3363f7bb22500faa54a4b6e9c8ccfb533a91a/

6. Nestlé
on Prezi http://prezi.com/ptrtzs6g4zaj/crtitical-studies-nestle/
Nestle move to
censor the
campaign
Nestle post to
Facebook to
show ‘they care’
Mar. 16-17
Greenpeace Nestle receive a
report calling backlash, hostile
out Nestle comments and
even some
social media
advice…
Mar.17, 2010
Nestle launches
press release
Nestle logo is
hi-jacked, Nestle move to
becomes a censor logo.
Mid volume meme within Post onto their
negative- advocate group own Facebook
feedback – Fan Page
Facebook/Twitt
er/blog
http://www.greenpeace.org.uk/blog/forests/kit-kat-give-orang-utan-break-20100317

7. • Consumer-generated
• Profile based
• Personal
• ‘Real’
and a bit sweary…
• Content curation

8. cc http://infegy.com/buzzstudy/tag/social-media/

9. Amplifica on and analy cs:
Marke ng strategy and Iden fying and measuring
brand development Social media echo
echoes
BETA Tank Company website/s
Model conceived during
empirical research of
SEO
Page
consumer reiew websites impressions
SNSs no fica on
Location: Facbeook, Twitter, Mul ‐pla orm distribu on
Sen ment
YouTube… forum pos ng
Blog and analysis
Consumer‐generated content
Twi er feed Post rank
Social network integra on
Group page
Fan page
Event invita on
Social media response monitoring
SETTING ONE SETTING TWO SETTING THREE

10. Canvas content
Group Consumer-
discussions Broadcast
generated-
content
Wall posts content (CGC)
Profile
Friends page
Friends page
Newsfeed
(become a fan)
Friends page
Commercial Friends page
Facebook page
Friends page
Like
Friends page

11. Measuring buzz
Sentiment
Social media buzz &
extraction / Analysis
conversation counts
comparison
Phase 1 Phase 2 Phase 3
Sentiment analysis: ‘aims to determine the attitude of a
speaker or a writer with respect to some topic’ - wikipedia.
‘friendliness’
Sentiment ‘response’
Positive/negative trends

12. data collation
cc http://www.slideshare.net/Cybersoc/chief-marketing-officer-congress-sopot

13. Implications
• Consumer information revolves around dynamic information flows.
• Response and reactions are spontaneous – in the moment - often
creative and the result of sharing initially commercially produced
content.
 Marketing must, therefore, be prepared to address multiple consumer
contexts and respond appropriately to various analytical challenges.
Value in the echo
• The model intends to highlight the diversity of consumer and marketing
settings.
• Reconsider previous dichotomous and closed parameters that
separated consumers from commercial content.
• Suggest a more symbiotic relationship as consumers seek out
information for themselves and, in doing so, co-create and add-value to
commercial items.
This presentation raises more questions than answers.