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Post on 15-Apr-2017

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  • SITRUS

    Content at the Heart

  • Social Media and Us

  • Enhance our reputation and influence on others;

    Receive anticipated reciprocity on the part of others;

    Altruism

    We post on social media in order to:

  • Talking about ourselves

    Eating food

    Harvard University, 2013

  • What drives the success?

    Anxiety Reduction Pleasure

    3 : 1

  • What contributes to a sense of community?

    Membership Influence

    Integration and Fulfillment of Needs

    Shared emotional connection

    A sense of mattering Provides you with value

    Personal investment

    You feel rewarded Sharing an experience

    McMillan & Chavis: Sense of Community

  • Socializing Sharing Debating Learning

    Individuals SPEND time on social media

    Organizations INVEST time on social media

    Building their brand Harnessing communities Engaging

  • gfff

    Building the bridge

  • Personal Use Business Use

    Join online conversations Connect with others Discuss Seek out information Follow trending topics Search and share content we like Portray the perfect version of ourselves

    Marketing Sales Broadcasting Megaphone mentality Self centric Reputation Management

  • Personal, but true to brand

  • Why Sentiment?

  • How do we attach on

    social?

  • Today, audiences are able to give out personal opinions on brands via social media

    Positive word of mouth has become a source of customer based brand equity

    Social media has empowered audiences to actively create and share anti-brand material

    There are now multiple points of interaction and relationships between consumers and brands have become multifaceted

    Social media is ruled by the social collective

  • Brand communication = Multi sensory stimulation

  • Brand categorization M

    ulti-Sensory

    perception Br

    and

    at

    titud

    e

    Brand association

    Brand affect

    Bran

    d

    atta

    chm

    ent

    Inter-brand relations

    Brand participation Bra

    nd c

    omm

    unity

    Iden&fying

    Conn

    ec&n

    g

    Object centered engagement

    Self centered engagement

    Social engagement

    Journal of Consumer Psychology 2012

  • Loyalty: The Ultimate

    Win

  • CONNECTION

    Experiences Memories

    Peers

    Emotions Ego Relationship

  • Part of a group

    Perceived value of service/product/content Level of service/Satisfaction Trust

    Does it help build sense of self?

  • Part of a group

    Perceived value of service/product/content Level of service/Satisfaction Trust

    Does it help build sense of self?

  • Part of a group

    Perceived value of service/product/content Level of service/satisfaction Trust

    Does it help build sense of self?

  • KIITOS!

    Want to know more? [email protected] Linkedin: Pixie Sartang