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Faculty club april 2013 business & science meeting final

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Faculty club april 2013 business & science meeting final

  1. 1. E. Constantinides © 14/17/2013 Social Media Marketing in a Nutshell Faculty Club Business & Science Meeting April 2013 Dr. Efthymios Constantinides Assistant Professor Marketing / E-Media University of Twente Faculty of Management and Governance / NIKOS Institute e.constantinides@utwente.nl
  2. 2. E. Constantinides © 24/17/2013
  3. 3. Questions keeping Marketers busy • How can I survive / grow in a fast evolving, global marketplace? • What is the meaning and value of the New Media / Social Media and new technologies for me? • What is the impact of the New Media on the Old Media, on Customers and Marketing? • How to deal with the Empowered Customer? • Is my brand still my property ?. • Is the Market and the Marketing Paradigm changing? • What next? 3E. Constantinides ©4/17/2013
  4. 4. Digitalization and new ICTs: Dramatic shift in marketing practice • Internet: e-commerce threat for many traditional branches • Mobile internet and Smatrtphone apps disrupt industries • “Wearable” Technologies • Gamification : Value Pursuit of Accenture • New Logistics Technologies (ex RFID) • New Marketing models in retail: Tesco E. Constantinides © 74/17/2013
  5. 5. Agenda • What is Social Media? • How Important is Social Media for Marketing? • Effects of Social Media on Marketing • Effects of Social Media on Customer Buying Behavior • Social Media Marketing Strategies E. Constantinides © 84/17/2013
  6. 6. What is Social Media? • Everyone knows Facebook, Twitter, LinkedIn, Hyves and maybe Google+, MySpace But Social Media is more: E. Constantinides © 94/17/2013
  7. 7. Citizen Journalism: Theuniversityblog Paper.li 4/17/2013 E. Constantinides © 10
  8. 8. Knowledge sharing: Wikipedia Quora EDX Slideshare 4/17/2013 E. Constantinides © 11
  9. 9. Video and photo sharing: Vimeo Youtube Flickr Instagram 4/17/2013 E. Constantinides © 12
  10. 10. Product Review sites Epinions YouTube Tripadvisor Typophile 4/17/2013 E. Constantinides © 13
  11. 11. Academic Social Networks: Academia Research Gate 4/17/2013 E. Constantinides © 14
  12. 12. Social Bookmarking Delicious, Digg StumbleUpon AddThis 4/17/2013 E. Constantinides © 15
  13. 13. Common aspects of Social Media • Domain: Interactive Internet / Web 2.0 • Special characteristics: Open access, interactive, content: customer generated • One-to-one / one-to-many / many-to-many 4/17/2013 E. Constantinides © 16
  14. 14. Web 2.0 Dimensions Application types SOCIAL MEDIA Social Effects Enabling Technologies • Weblogs / Blogs • Social Networks • Online Communities • Online Forums and Bulletin Boards • Content aggregators • Empowerment • Participation • Openness • Networking • Conversation • Community • Democratization / • User control • Open Source • RSS • Wikis • Widgets • Mashups • AJAX • ……… Source: Constantinides and Fountain, 2008 Web 2.0 and Social Media E. Constantinides © 174/17/2013
  15. 15. Agenda • What is Social Media? • How Important is Social Media for Marketing? • Effects of Social Media on Marketing • Effects of Social Media on Customer Buying Behavior • Social Media Marketing Strategies E. Constantinides © 184/17/2013
  16. 16. March 20134/17/2013 E. Constantinides © 19
  17. 17. 4/17/2013 E. Constantinides © 20
  18. 18. Social Media: 92% of Top-100 businesses and millions of consumers involved Newcom Research & Consultancy 2013 20122008 2009 2010 2011 4/17/2013 E. Constantinides © 21
  19. 19. 4/17/2013 E. Constantinides © 22
  20. 20. Agenda • What is Social Media? • How Important is Social Media for Marketing? • Effects of Social Media on Marketing • Effects of social Media on Customer Behavior • Social Media Marketing Strategies E. Constantinides © 234/17/2013
  21. 21. Power to the people: Social media activism E. Constantinides © 244/17/2013
  22. 22. 2. No More Secrets E. Constantinides © 254/17/2013
  23. 23. 3. Unhappy customers can cause substatial damage E. Constantinides © 264/17/2013
  24. 24. But my customer is happy! (don’t be so sure!) • Example 1: Kryptonite • Example 2: AOL • Example 3: UA • Example 4: FedEx E. Constantinides © 274/17/2013
  25. 25. E. Constantinides © 284/17/2013
  26. 26. Agenda • What is Social Media? • How Important is Social Media for Marketing? • Effects of Social Media on Marketing • Effects of social Media on Customer Buying Behavior • Social Media Marketing Strategies E. Constantinides © 294/17/2013
  27. 27. Customer: Needs Black Box: Processing Response: Decision (Traditional) 4Ps Marketing Mix Stimuli CONTROLLABLE Other Stimuli UNCONTROLLABLE Traditional Marketing Environment 3.500 BC – 1994 Source: Model of Customer Behavior ( Kotler and Keller, Marketing Management, 2012, p. 183) Web 1.0 Marketing Environment: “Broadcasting” Internet 1994 - 2004 “Broadcasting” Internet Web 1.0 Online Experience CONTROLLABLE Web 2.0 Marketing Environment: Interactive Internet 2004 - today Interactive Internet Web 2.0 Social Media / CGC UNCONTROLLABLEE. Constantinides © 304/17/2013
  28. 28. Agenda • What is Social Media? • How Important is Social Media for Marketing? • Effects of Social Media on Marketing • Effects of Social Media on Customer Buying Behavior • Social Media Marketing Strategies E. Constantinides © 314/17/2013
  29. 29. The Marketing Process in 2013 Product/ service Marketing/ E-Marketing Organization Web 1.0 Web site Web 2.0 Social Media Level 1 Level 3 Level 2 Level 4 •Traditional Marketing Theory: Orchestrating The 4Ps •4S Web Marketing- Mix Framework •Strategy •Online Experience •Customer Behavior •Customer Behavior •Social Media as Marketing Tools E. Constantinides © 324/17/2013
  30. 30. SOCIAL MEDIA MARKETING 4/17/2013 E. Constantinides © 33
  31. 31. Social Media Applications Blogs Online Communities Social Networks Forums/ Bulletin Boards Content Aggregators 4/17/2013 E. Constantinides © 34
  32. 32. Use of Social Media as Marketing Tools Passive: Listen the customer’s voice Active: Engage the customer 4/17/2013 E. Constantinides © 35
  33. 33. Marketing Objectives Listening In COOSTO PR /Direct Marketing CRM Reach the Influencers Personalize Experience Tapping Creativity (Co-Innovation) Social Media Applications HOW SOCIAL IS YOUR BRAND? TwitterReach Social Media Marketing examples Configurator Database Web logs MobileCrunch Direct2Dell Clorox DISTIMO SOOCIAL Online Communities Threadless KLM1 KLM 2 Technotati Twittorati NIKE Social Networks Starbucks AppleAppStore BestBuy 1-800flowers McDonalds Starbucks FACEBOOK Forums / B. Boards Epinions Reviewcenter AmericanExp AA Content Aggregators BizReport BuzzCupture DELL RSS Grolsch MyMuesli Design your Heineken PASSIVE ACTIVE 36E. Constantinides ©4/17/2013
  34. 34. Co-Innovation Examples 4/17/2013 42E. Constantinides ©
  35. 35. 434/17/2013 E. Constantinides ©
  36. 36. E. Con stant inide 444/17/2013
  37. 37. 4/17/2013 E. Constantinides © 45
  38. 38. Co-Innovation Examples • Starbucks Build Your Drink My Starbucks Idea • Dell Computers Idea Storm • LEGO CUUSOO • NOKIA Developer • OSRAM Emotionalize your Light • P&G Swiffer BOEING newairplane.com • KLM SuperFly Fly 2Miami • HEINZ Commercial SONY Commercial • Innocentive Challenges 4/17/2013 46E. Constantinides ©
  39. 39. Main Challenges in Social Media Marketing • Manage the Total Customer Experience: Social Media, Web and traditional media: cross-media strategies • Renewed emphasis on the Customer: Understand the New Customer – Win Customer Trust and Create Customer Advocates (but also become Advocate of your Customers) – Harness the Crowd Wisdom: The customer as Co-Innovator – From Consumer (segments) to Consumer Networks • Keep up with technology developments: mobile, wearable technologies, RFID, Cloud, Semantic Web • Be ready for the Big Data - A marketing nightmare or the new competitive advantage? - Will facts now definitively defeat intuition? 48E. Constantinides ©4/17/2013
  40. 40. THANK YOU E. Constantinides © 504/17/2013
  41. 41. 4/17/2013 E. Constantinides © 51
  42. 42. 4/17/2013 E. Constantinides © 52

Hinweis der Redaktion

  • Creating buzz: Eighteen months before Ford reentered the US subcompact-car market with its Fiesta model, it began a broad marketing campaign called the Fiesta Movement. A major element involved giving 100 social-media influencers a European model of the car, having them complete “missions,” and asking them to document their experiences on various social channels. Videos related to the Fiesta campaign generated 6.5 million views on YouTube, and Ford received 50,000 requests for information about the vehicle, primarily from non-Ford drivers. When it finally became available to the public, in late 2010, some 10,000 cars sold in the first six days.
  • Naar aanleiding van de tips hebben zich ook auteurs gemeld diebelangeloos aan het Twitterboek willen meeschrijven. De namen vande twitteraars met een goede Twittertip worden in het boek vermeld.SocialCRM hee! niet het doel om met het boek met Twittertips geld teverdienen. De opbrengst gaat naar een goed doel. Welk goed doel? “Ja, datzullen we de Twitteraars wel laten bepalen, denk ik.”Bekende co-creatievoorbeelden. Het ging een paar jaar geledenniet goed met het bekende speelgoedmerk Lego. Totdat het merk dehulp inriep van hun Lego-fans en hun eigen ontwerpen liet uploaden.De beste ontwerpen worden door Lego in productie gebracht. Deontwerpers krijgen vijf procent royalty over de verkopen. De communitytelt meer dan 2,5 miljoen leden. Per week worden meer dan drieduizendontwerpenge-upload.Petra de Boevere (op Twitter bekend als @slijterijmeisje) liet via de socialmedia mensen meedenken over de naam en het etiket van haar nieuweproduct, de Zeeuwierjenever. Door het ‘delen’ van het hele proces, vooralvia blogs, kreeg de Zeeuwierjenever publiciteit zonder dat er nog maaréénpersberichtverzonden was.Pickwick verzamelde op Hyves 162.000 Pickwickfans en daagde hen uitom de nieuwe theesmaak van Pickwick te ontwikkelen. Vijfentwintigtheefans werden uiteindelijk uitgenodigd in de theefabriek in Joure omde smaak en het uiterlijk van de verpakking te bepalen. Volgens Pickwickis de Dutch blend veel populairder dan andere nieuwe smaken die zijngeïntroduceerd.Chipsmerk Lay’s ontwikkelde de ‘maak-de-smaak’-campagne. Deconsument bepaalde welke smaak als Lay’s Limited Edition-chips op demarkt zou komen. Uit de ruim 675.000 inzendingen werd uiteindelijk dePatatje Joppie als favoriete smaak gekozen. De campagne leverde Lay’senormveelpubliciteit op.Kent u meer voorbeelden? Of hebt u een goed idee voor deze social mediarubriekin Twentevisie? Mail info@twentevisie.nl of laat een bericht achtervia www.twitter.com/twentevisie of de twentevisiegroep op Linkedin. "

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