how to increase brand awareness with social media?
DESCRIPTION
In order to understand how to outreach brand awareness of successfully following 6 p’s framework, it is necessary to compare the chosen social media platforms, that is Facebook, LinkedIn and blogs. By doing this comparison ByLykke will know how to thoughtfully engage its online brand community, thus will increase its Brand awareness in a smart way. We choose particularly Facebook, LinkedIn and the company’s blog because they benefit cost efficiency, give extensive consumer base and have been of interest to the company. Also platforms create synergy effect between them. It is also not only enough to set up account in any of these social media platforms and have a presence, without any destination. Thus all three social media platforms are different Bylykke needs to have a purpose when choosing to interact on specific social media. It also takes time and effort to engage the users in the smart way and keep them engaged with Bylykke online brand community. In addition we provide critics on chosen theories and models and also alternative's. Successfully following our suggestions and recommendations this digital marketing strategy will increase ByLykke Brand awareness and distribute its products in a new innovative way. More in the end of the presentation you can find current improvements.TRANSCRIPT
How Social Media (Facebook, LinkedIn & the company´s Blog) can increase ByLykke´s Brand Awareness?
By Barbara Noor, Korinna Ringendahl, Kris4ne Bezbaile, Mara Munk Jensen & Victor Brugirard
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Agenda
• Linkage between Social Media and the chosen Theories/ Model • The Applica4on of 6 P´s to ByLykke • Social Media in Comparison to ByLykke • Methodology • Conclusion • Cri4cism of Theories & Engagement Model • Alterna4ve Theories & Models
2
Linkage between Social Media ���and the chosen Theories/ Model
Social Exchange Theory: – Mostly addresses intangible benefits; Posi4ve social outcomes are
rising trust and the commitment to sustain the exchange rela4onship
McLuhan Media Theory: – LinkedIn, FB and blogs => use of cold media with high defini4on;
applica4on of visual aid to fully engage consumers Engagement Model:
– How the company engages consumers to create brand awareness => when engagement is achieved consumers are engaging other consumers
=> two-‐way communica9on
Source: (Bezbaile et. al., 2014) 3
Example: Linkage between Facebook and the chosen
Theories/ Model
Social Exchange Theory: • Knowledge sharing • Enhancing Trust-‐building by interac4ons McLuhan Media Theory: • Gets people engaged be`er when giving
visualize Engagement Model: • Comment: engaging consumers with the
company • Share: consumers are engaging other
consumers
Sources: (ByLykke, 2014; Bezbaile et. al., 2014) 4
6 P’s of social media
The 6P's model is used in order to engage users further than in the engagement model. The model groups different Social Media components to analyze the engagement process in online branding communi4es
Source: (Wang, 2011) 5
Profile
A func4on offered by social media plaeorms Companies reflect themselves in the profile
ByLykke: • Public profile • A plaeorm to express itself, to stay in contact with the users • Social interac4on takes places because:
1. Who it is 2. Perceived desirability 3. A common ground
User’s profiles: • Understanding the users & poten4al customers • Understanding their needs in order to develop the brand
Source: (Wang, 2011) 6
Peer
Any person using any type of social media 3 types – a very subjec4ve classifica4on
ByLykke: • The upward peers: only a few
• The downward peers: none of them
• The on-‐par peers: most of the peers
Users: • They help the company to segment & target a certain market & realize on
which users should it focus on Source: (Wang, 2011) 7
Person
• Person behind the social media: Pia Lykke
Bertelsen. • Personality: natural and efficacy. • Meaning of the social media: gain popularity
and recogni4on. • Ambassador: herself
The person is the one who runs the social media giving to it reflect the personality, inten4ons and mo4ves.
Sources: (ByLykke, 2014; Wang, 2012) 8
Post
• Base: the product or the brand • Types: Entertaining, thanking and sharing
posts. • Uses: make par4cipate, please and
inform the followers. • Results: posi4ve emo4ons, informa4on
and entertainment. • Strengths: enjoyable, create trust/truth
The post is what is shown individually on the social media of the company.
Sources: (ByLykke, 2014; Wang, 2012) 9
Perception
Source: (Own crea4on based on the Adapta4on of Peirce’s Triad of Semio4cs, Wang, 2012)
The percep4on process involves: • Exposure -‐ Paid adver4sement -‐ Communica4on
exposure • AHen9on -‐ Social media over
tradi4onal channels • Interpreta9on -‐ Validity and high
social value
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Pull
Pull refers to the amount of social capital and influence that an individual user is able to command from their peers through their social network
Patricians Parvenus
POSERUS Ploretarian
• Patricians -‐ Late adopters -‐ Tradi4onal channels
• Parvenus -‐ Younger genera4on -‐ Social media orienta4on
• Poserus -‐ High focus on online ac4vi4es
• Ploretarian -‐ Exclude social media &
concentrate on tradi4onal channels
Source: (Own crea4on based on Wang, 2012) 11
Findings of the 6 P’s
Person
Profile & Post
Peers
Percep4on
Pull
Source: (Own crea4on based on Wang, 2012)
• Differen4a4on • Healthy lifestyle related
concept • Frequency and quality of
posts • Person as an ambassador
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Social Media
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Criteria
Main Industry Impact B2C B2B B2C
Social Media Site
Focus
Sharing of news, content, stories
Sharing of company and industry news/discussions
Sharing opinions/ direct forum discussions/ responses to consumers
Viral Brand Exposure
Opportuni9es
“Likes” or comments on content, brand communi4es, fan pages
“Likes” or comments on news, group discussions, company follows
Subscribe, share, comment & follow
Impact on Web Traffic 1 billion ac4ve users 240 million ac4ve users 200 million ac4ve bloggers
Adver9sing Opportuni9es
Facebook Ads Premium Ads Facebook Apps Feature Facebook Connect Plugins Crowd Funding & Dona4ons
LinkedIn Premium Ads
Banners from different or the same industry Affiliate links from different industries
Social Media Site Comparison to ByLykke
Sources: (Levy, 2010; Qualman, 2013) 14
Methodology
Unit 1 Unit 2
Unit 3
• Reality consists of units à each unit has its own components, which create their own system
• Researcher goes through a learning process; no ac4ve involvement of the company
• Systems creator’s knowledge, interests and goals influence how the company’s problem is formulated and how it will progresses
• Sum of the parts does not equal the whole à synergis4c effects.
Reality
Source: (Arbnor & Bjerke, 2009)
Systems Approach
Paradigm
• Describes basic philosophical assump4ons that influence research
Source: (Arbnor & Bjerke, 2009)
1 2 3 4 5 6
Reality as
concrete and conformable to law from
structure
independent of the observ
er
Reality as
mutually
dependent
fields of
information
Reality as a
world of
symbolic
discourse
Reality as a
social construct
ion
Reality as a
manifestation of human
intention
Reality as a
concrete determi
ning process
THE ANALYTICAL APPROACH THE ACTORS APPROACH
THE SYSTEMS APPROACH
Conclusion
How social media (Facebook, Linkedin and company’s blog page) can increase Bylykke’s Brand awareness? • Audience Type • Message
• Consumer engagement Process
• Purpose
• Time • Keep constantly engage with your online Brand Community
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Criticism: Social Exchange Theory
• Reduc4on of human interac4on to a ra4onal process => ra4onal man must have complete & perfect informa4on => humans are ra9onal in principle but not in prac9ce
• Are people really as self-‐interested as SET assumes? => wrong to think about personal rela4onships in the same way as business transac4ons
• Focuses on individual needs (based on a rewards concept) & fails to explain the significance of group solidarity => problema9c to adapt in more collec9vis9c cultures
• Cost & rewards are not clearly defined
Sources: (Miller, 2005; West & Turner, 2007; Duck, 1994)
Criticism: McLuhan’s Media Theory
• Raymond Williams (1974) was one of the first to suggest that McLuhan was a technological determinist because his formalist analysis of the media was lacking in its ability to account for the workings of power, poli4cal economy, ins4tu4onal organiza4on, and everyday life.
• Difficult to understand that he was merely referring to any maHer or force that amplified man’s five physical senses by any means or modes.
• The message -‐ The form of media used were different, radio and television, but the end result seems to be same -‐ acquisi4on of mass support.
• McLuhan’s classifica9on of media takes into account only two factors: par4cipa4on and informa4on
• When McLuhan claimed that he himself could not understand his wri4ng some4mes because it was too complicated, he probably expected the reader to an4cipate a convoluted disserta4on of media sciences and not a how-‐to guide to such a complex subject.
Criticism: Engagement Model
• Internally focused • Very subjec4ve model • Difficulty of monitoring & forecas4ng effects • Measurement criteria • User openness with Social Media
Alternative: Social Exchange Theory
Equity Theory (1963) • also deals with the cost & benefit/reward
aspect of a rela9onship • Individuals try to maximize their outcomes by
maximizing the difference between perceived rewards & costs
• good rela4onship => both benefits & costs should be balanced between two individuals in a rela9onship
• Inequali9es in rela9onships will cause the par4cipants to be unhappy to a degree propor4onal to the amount of inequality
• Individuals will tend to work to balance out inequali9es; the greater the inequality, the harder they will work to improve the current situa4on
Source: (Sprecher, 1998)
Alternative: McLuhan’s Media Theory
Agenda se]ng theory (more news and campaign based) -‐ Agenda-‐sevng is the crea4on of public awareness and concern of salient
issues by the news media. Two basis assump4ons underlie most research on agenda-‐sevng: (1) the press and the media do not reflect reality; they filter and shape it; (2) media concentra4on on a few issues and subjects leads the public to perceive those issues as more important than other issues
Media richness theory (management oriented) • Researchers Daw, Lengel and successors propose that communica4on
media have varying capaci4es for resolving ambiguity, nego4a4ng varying interpreta4ons, and facilita4ng understanding.
-‐ Two main assump4ons of this theory are: people want to overcome equivocality and uncertainty in organiza4ons and a variety of media commonly used in organiza4ons work be`er for certain tasks than others. Using four criteria, Daw and Lengel present a media richness hierarchy, arranged from high to low degrees of richness, to illustrate the capacity of media types to process ambiguous communica4on in organiza4ons.
Cri9cism : • It is a new framework
Alterna9ve: Social comparison theory (= the user’s mo4ves for social comparison/ Why would ByLykke compare itself with the users & consumers) • Self-‐evalua9on: How a user engages in social comparison (goals,
comparison targets similar to themselves)
• Self-‐enhancement: How a user improves his self-‐esteem(distort the informa4on; upward vs. downward comparisons; not looking for a similar target anymore)
• Self-‐assessment: accurate and objec4ve evalua4on of the self (reducing the uncertainty about their abili4es; feedback is needed)
Criticism and Alternative: 6 P’s
6 P’s
• Self-‐verifica9on: the desire to verify their pre-‐exis4ng self-‐concep4ons, maintaining consistency between their previously formed self-‐concep4ons and the feedback => people get the sense of control and predictability in the social world
• Self-‐improvement: self-‐help/ self-‐ guided improvement – economically, intellectually or emo4onally; support groups or places where users in similar situa4ons join and communicate together
Bibliography
• BYLYKKE (2014) ByLykke Health/ Beauty. [Online] Available from: h`ps://www.facebook.com/bylykke.colostrumcreme?fref=ts. [Accessed: 19th June 2014]
• BEZBAILE, K. BRUGIRARD, V. MUNK JENSEN, M. NOOR, B. RINGENDAHL, K. (2014) Semester Project – Group 1. How Social Media (Facebook, LinkedIn & the company´s Blog) can increase ByLykke´s brand awareness?
• WANG, H. (2012) Six P’s of youth social media from a young consumer’s perspec4ve. YOUNG CONSUMERS. Vol.13, No.3 p.303-‐317. Bingley: Emerald Group Publishing Limited.
• LEVY.R. J (2010). Facebook Marke4ng. 2nd edi4on. United States of America: Person Educa4on, Inc
• QUALMAN.E. (2013). Socialnomics. 2nd edi4on. United States of America: John Wiley & Sons, Inc.
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