Social Media and Marketing Hey  ! Face the January 26, 2011   Dr. Efthymios Constantinides  Assistant Professor Marketing ...
Social Media research in MB / NIKOS <ul><li>SOMERE:  a junior research center (GW / M&G) Master Thesis on Web 2.0 / Social...
Why Social Media is important for Marketing ?
Marketing  Is Changing   Declining Effects of  Traditional Marketing Model Increasing  Customer Power Decreasing  Customer...
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 Soci...
<ul><li>APPLICATION TYPES / Social Media </li></ul><ul><li>Weblogs   </li></ul><ul><li>SNS   </li></ul><ul><li>Content c...
The (E-)Marketing Strategy Product/ service   Marketing/E-Marketing Organization Web 1.0:Web site   Web 2.0 Social Media L...
Social Media as MarketingTools: Generic approaches ACTIVE © E. Constantinides PASSIVE Marketing Objective Listening In PR ...
Thank you [email_address]
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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

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

    1. 1. 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]
    2. 2. Social Media research in MB / NIKOS <ul><li>SOMERE: a junior research center (GW / M&G) Master Thesis on Web 2.0 / Social Media </li></ul><ul><li>3 PhDs </li></ul><ul><li>Own research: User behavior in online social enviroments, Social market segments, influence of social media on buying behavior. </li></ul><ul><li>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 </li></ul><ul><li>Bottom line: How marketers can effectively engage Social Media as Marketing Tools </li></ul>
    3. 3. Why Social Media is important for Marketing ?
    4. 4. Marketing Is Changing Declining Effects of Traditional Marketing Model Increasing Customer Power Decreasing Customer Trust
    5. 5. 1. The traditional Marketing model is loosing ground
    6. 8. 2. The buying / decision making process is changing
    7. 9. Traditional Marketing Marketing in Web 1.0 environment Marketing in Web 2.0 environment
    8. 10. Customers become Brand Ambassadors (or brand detractors)
    9. 12. 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
    10. 13. <ul><li>APPLICATION TYPES / Social Media </li></ul><ul><li>Weblogs  </li></ul><ul><li>SNS  </li></ul><ul><li>Content communities  </li></ul><ul><li>Forums  </li></ul><ul><li>Content aggregators  </li></ul>© E. Constantinides
    11. 14. 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
    12. 15. 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
    13. 16. Thank you [email_address]
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