Presentation e. constantinides in ut seminar hey tweet face the hyve
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Presentation e. constantinides in ut seminar hey tweet face the hyve

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My presentation during the Seminar Hey Tweet, Face the Hyve organized on 26 January 2011 by the Faculty of Management and Governance / ISCM of the university of Twente

My presentation during the Seminar Hey Tweet, Face the Hyve organized on 26 January 2011 by the Faculty of Management and Governance / ISCM of the university of Twente

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  • Waldorf and Statler
  • © E. Constantinides
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Presentation e. constantinides in ut seminar hey tweet face the hyve Presentation e. constantinides in ut seminar hey tweet face the hyve Presentation Transcript

  • Social Media and Marketing Hey ! Face the January 26, 2011 Dr. Efthymios Constantinides Assistant Professor Marketing / e-Media School of Management and Governance NIKOS / UNIVERSITY OF TWENTE [email_address]
  • Social Media research in MB / NIKOS
    • SOMERE: a junior research center (GW / M&G) Master Thesis on Web 2.0 / Social Media
    • 3 PhDs
    • Own research: User behavior in online social enviroments, Social market segments, influence of social media on buying behavior.
    • Ex. Adoption and Market Segments of SNS users in NL; Use of Social Media by WVO 5/6 children and effect on choice of HE study and University
    • Bottom line: How marketers can effectively engage Social Media as Marketing Tools
  • Why Social Media is important for Marketing ?
  • Marketing Is Changing Declining Effects of Traditional Marketing Model Increasing Customer Power Decreasing Customer Trust
  • 1. The traditional Marketing model is loosing ground
  •  
  •  
  • 2. The buying / decision making process is changing
  • Traditional Marketing Marketing in Web 1.0 environment Marketing in Web 2.0 environment
  • Customers become Brand Ambassadors (or brand detractors)
  •  
  • Source: Constantinides and Fountain, 2008 Web 2.0 Dimensions SOCIAL MEDIA Social Effects Enabling Technologies Blogs Social Networking Sites Online Communities Forums/Bulletin Boards Content aggregators Empowerment Participation Openness Networking Conversation Community Democratization / User control Open Source RSS Wikis Widgets Mashups AJAX
    • APPLICATION TYPES / Social Media
    • Weblogs 
    • SNS 
    • Content communities 
    • Forums 
    • Content aggregators 
    © E. Constantinides
  • The (E-)Marketing Strategy Product/ service Marketing/E-Marketing Organization Web 1.0:Web site Web 2.0 Social Media Level 1 Level 3 Level 2 Level 4
  • Social Media as MarketingTools: Generic approaches ACTIVE © E. Constantinides PASSIVE Marketing Objective Listening In PR /Direct Marketing Reach the Influencers Personalize Experience Tapping Creativity Application Type HOW SOCIAL IS YOUR BRAND? Web logs XXX XXX XXX XXX XXX Communities / Microblogs XXX XX XX XXX XXX XXX Social Networks XXX XX XX XX XX Forums / B. Boards XXX XXX X XXX Content Aggregators / V.O.C. Monitoring XXX XXX XXX XXX XXX XXX
  • Thank you [email_address]