mikä somessa koukuttaa?

of 25 /25
SITRUS Content at the Heart

Upload: nordic-morning

Post on 15-Apr-2017

437 views

Category:

Presentations & Public Speaking


0 download

TRANSCRIPT

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 Bran

d co

mm

unity

Iden&fying  

Connec&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