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

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]

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

by Constantinides on Feb 03, 2011

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