faculty club april 2013 business & science meeting final
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Social Media Marketingin 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
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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?
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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
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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
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What is Social Media?
• Everyone knows Facebook, Twitter, LinkedIn, Hyves and maybe Google+, MySpace
But Social Media is more:
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Citizen Journalism: Theuniversityblog Paper.li
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Knowledge sharing: Wikipedia Quora EDX Slideshare
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Video and photo sharing: Vimeo Youtube Flickr Instagram
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Product Review sites Epinions YouTube TripadvisorTypophile
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Academic Social Networks: Academia Research Gate
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Social Bookmarking Delicious, Digg StumbleUpon AddThis
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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
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Web 2.0 Dimensions
Application typesSOCIAL 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
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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
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04/10/2023 E. Constantinides © 19March 2013
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Social Media: 92% of Top-100 businesses and millions of consumers involved
Newcom Research & Consultancy 2013
20122008 2009 2010 2011
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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
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Power to the people: Social media activism
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2. No More Secrets
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3. Unhappy customers can cause substatial damage
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But my customer is happy!(don’t be so sure!)
• Example 1: Kryptonite
• Example 2: AOL
• Example 3: UA
• Example 4: FedEx
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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 © 29
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Customer: Needs Black Box: Processing Response: Decision
(Traditional) 4Ps Marketing Mix StimuliCONTROLLABLE
Other StimuliUNCONTROLLABLE
Traditional Marketing Environment3.500 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” InternetWeb 1.0Online ExperienceCONTROLLABLE
Web 2.0 Marketing Environment:Interactive Internet 2004 - today
Interactive InternetWeb 2.0 Social Media / CGCUNCONTROLLABLEE. Constantinides © 30
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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 © 31
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The Marketing Process in 2013
Product/ service
Marketing/ E-MarketingOrganization
Web 1.0 Web site
Web 2.0Social 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
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SOCIAL MEDIA MARKETING
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Social Media Applications
Blogs Online Communities
Social Networks
Forums/ Bulletin Boards
Content Aggregators
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Use of Social Media as Marketing Tools
Passive: Listen the customer’s voiceActive: Engage the customer
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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
ConfiguratorDatabase
Web logsMobileCrunch Direct2Dell
Clorox
DISTIMO
SOOCIAL
Online Communities Threadless
KLM1 KLM 2
TechnotatiTwittorati
NIKE
Social NetworksStarbucks
AppleAppStore
BestBuy
1-800flowers
McDonalds
Starbucks
Forums /
B. BoardsEpinions
Reviewcenter
AmericanExp
AA
Content Aggregators BizReport
BuzzCupture
DELL RSS
Grolsch
MyMuesliDesign yourHeineken
PASSIVE
ACTIVE
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Co-Innovation Examples
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Constantinides ©
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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
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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?
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THANK YOU
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