PowerPoint used for the Social Media Seminar at Zuyd University

1. Svenja Widdershoven
Centre of Research International Business and Communication

2. Content
 Web 2.0
 Definition of social media
 Classification of social media
 The P.O.S.T. model

3. Web 2.0

4. 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)-

5. Web 2.0
Social Media

6. 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) -

7. Web 2.0 vs Social Media

8. Classification of social media

9. Classification of social media
Media Richness
(social presence)
Low Medium High
Self disclosure High
(self presentation) Low
- Kaplan & Haenlein (2010), Van Osch & Van Zijl (2011) -

10. Classification of social media
Dimension 1
Media Richness
The amount of information
Type of contact
Timing

11. Classification of social media
Dimension 2
Self disclosure
Revelation of personal information
Control impressions

12. Classification of social media
Media Richness
(social presence)
Low Medium High
High Blogs
Self disclosure
(self presentation) Low Collaborative
projects

13. Classification of social media
Collaborative projects
 The joint effort of many actors
 Synergy
 ‘We are all experts’
 Nokia uses internal wiki’s

14. Social Media Use
Blogs
 Personal webpages
 Wide range
 Risks

15. Classification of social media
Media Richness
(social presence)
Low Medium High
High Blogs Social networking
Self disclosure sites
(self presentation)
Low Collaborative Content
projects communities

16. Classification of social media
Content communities
 Sharing of media content
 Attractive channel for content spreading
 Risks?

17. Classification of social media
Social networking sites
 Personal information profiles
 Find friends
 Create brand community

18. Classification of social media
Media Richness
(social presence)
Low Medium High
High Blogs Social networking Virtual social
Self disclosure sites worlds
(self presentation)
Low Collaborative Content Virtual game
projects communities worlds

19. Classification of social media
Virtual game worlds
 Personalized avatars
 Massively multiplayer online role-playing game
 Product placement advertising
 Use the popularity of VGW

20. Classification of social media
Virtual social worlds
 Second life
 Product placement advertising
 Virtual product sales
 Marketing research

21. How to choose a social medium?

22. 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) -

23. The P.O.S.T. model
Source: Onlinemba.com

24. The P.O.S.T. model
Objectives
1. Research
Listening

26. The P.O.S.T. model
Objectives
2. Marketing
Talking

27. The P.O.S.T. model
Objectives
3. Sales
Energizing

28. The P.O.S.T. model

29. The P.O.S.T. model
Objectives
4. Customer support
Supporting

30. The P.O.S.T. model

31. The P.O.S.T. model
Objectives
5. Development
Embracing

32. The P.O.S.T. model

33. The P.O.S.T. model
Strategy
Benefit for your audience?
 Reward or incentive
Policies and procedures
Evaluate success

34. The P.O.S.T. model
Technology
Choose social media application

35. The P.O.S.T. model
Objectives
1. Research  listening
Media Richness
(social presence)
Low Medium High
High Blogs Social networking Virtual social
Self disclosure sites worlds
(self presentation) Low Collaborative Content Virtual game
projects communities worlds

36. 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.

37. Questions?