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Social Media
& Social Marketing
The Power of Conversations
A quick poll, before
getting started!
             •   Blog personal/corporate
             •   Tagging
             •   Bookmarking
             •   Photo Sharing
             •   Skype or IM
             •   Wiki
             •   RSS
             •   Web video / vlog
             •   Social Networking
             •   Mash-ups
             •   Second Life
Social Media, Web 2.0,
Blogs, Blogosphere,
Social Networks,
Wikis...
What is this all about?
http://flickr.com/photos/oceanflynn/315385916/
http://flickr.com/photos/psd/1805709102/
Still Feeling A Bit Confused?
                      http://flickr.com/photos/9119028@N05/591163479/
http://xkcd.com/256/
Social Media+Social Marketing Power Of Conversation
A definition of Social Media
& the Web 2.0...
The Web 2.0 could be defined as a collection of open-source,
interactive and user-controlled online applications expanding
the experiences, knowledge and market power of the users as
participants in business and social processes.

                           Constantinides & Fountain, 2008

Social media are the social aspects of the web 2.0
applications: participation, openness, conversation,
community and connectedness.

                                        SpannerWorks, 2007
Web 1.0 vs. Web 2.0
http://flickr.com/photos/lafabriquedeblogs/1193780745/
                                                        http://flickr.com/photos/popoever/234877734/
Basically it’s all about
conversations...
http://www.cluetrain.com/book/95-theses.html
The Social Media
Landscape
http://flickr.com/photos/briansolis/2735401175/
http://flickr.com/photos/fredcavazza/2564571564/
Could Social Media
Be Used for
Social Marketing
Campaigns?
Let’s have a look at
some examples...
Substance Abuse
(Anti-Drug, Smoking)
Social Media+Social Marketing Power Of Conversation
Social Media+Social Marketing Power Of Conversation
Social Media+Social Marketing Power Of Conversation
Social Media+Social Marketing Power Of Conversation
Social Marketers should
take into account but
not be afraid of side- or
boomerang effects
of the Internet.
Social Media+Social Marketing Power Of Conversation
Social Media+Social Marketing Power Of Conversation
Social Media+Social Marketing Power Of Conversation
Hand Washing
Social Media+Social Marketing Power Of Conversation
Social Media+Social Marketing Power Of Conversation
HIV-AIDS
Social Media+Social Marketing Power Of Conversation
Social Media+Social Marketing Power Of Conversation
Social Media+Social Marketing Power Of Conversation
Physical Activity
Social Media+Social Marketing Power Of Conversation
Social Media+Social Marketing Power Of Conversation
Recycling
Social Media+Social Marketing Power Of Conversation
Could Social Media
be Effectively used for
Social Marketing
campaigns?
It is possibile to increase
the audience reach
through the web...

                               When I go online I “talk”
    YouTube, MySpace,          to my friends about
    Facebook, Xanga, Flickr,   different things, and also
                               about my ideas,
    Digg, StumbleUpon are      perspectives, opinions,
    all media that could be    etc... So it makes sense to
    used for extending the     think of the Internet as a
    campaing and spreading     place where real
    messages.                  conversations take place.
what do

YOU think?

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