5. SwinburneDIFFERENTIATION
‘We are a group of young leaders, seeking to bring
about positive change in the local and wider
community. Our members are aged under 40 and are
from a wide range of backgrounds’.
http://www.rcmelpark.com
Rotary Club of Melbourne Park
8. Swinburne2 – BRAND ENGAGEMENT
Recruiting and Transforming Customers
• Loyal Customers
• Advocates and
• Co-creators of value !!!
9. Swinburne
‘The practice of developing systems, products or services
through collaboration with customers, managers, employees
and other company stakeholders’.
3 - VALUE CO-CREATION
Prahalad & Ramaswamy, 2004
V Ramaswamy, F Gouillart - 2010
12. SwinburneSocial Media Communications
Some Tips
✔ Identify the focus of each social media channel;
✔ Publish relevant and useful content;
✔ Use accessible language;
✔ Use active voice;
✔ Be objective;
✔ Proof read before you publish.
13. Swinburne
Social Media Communications
Some Tips (Cont.)
✔ Use headings;
✔ Mention benefits;
✔ Use an engaging tone;
✔ Support the given information with a link;
✔ Share stories;
✔ Ask members to participate in the “conversation”.
Remember to Manage Risks!!!
15. SwinburneMARKETING COMMUNICATIONS
PLAN
…a comprehensive plan that evaluates the roles of a
variety of communications and combines them to
provide clarity, consistency through the integration of
messages.
Jobber & Lancaster, 2012
18. Kelly Costa
THANK YOU
PhD Candidate
Faculty of Business & Law
E-Mail: kcostadonascimento@swin.edu.au
LinkedIn: CostaKelly
Slideshare: CostaKelly
Editor's Notes
Who I am Academic Experience and Practical ExperienceMy PhD title: Best Practices in Social Media Communications for Value Co-creation
1° Level – Corporate / 2° Level - Business / 3° Level - MarketingCompetitiveadavantage: A superiority gained by an organization when it can provide the same value as its competitors but at a lower price, or can charge higher prices by providing greater value through differentiation. http://www.businessdictionary.com/definition/competitive-advantage.html#ixzz2NxVBC7RF
Strengths: strong brand reputation ; sinergy with other Rotary clubs, share resources, people, emulate eventsWeaknesses: lack of resources – relies on volunteeringOpportunities: social media, digital marketing, new target market marketThreats: competitors - check ohter charities movements,emulate them and do better work than them.
Advertising – Promotional Mix (advertising, PR, Events, panflets, adeshives, outdoors…..)Brand Presence: logo (Physical aspect) – presence: online and offlineBrand Image: brand Recall (Physicological aspect) : brand reputation We don’t engage with whom we don’t know
Advocate: use their influence to influence others via wom.Co-creator; helps you to improve the organisations with ideas, suggestions, collaboration,
Examples: Offline Business: Subway sandwichesOnline Businesses:Shoes of Prey: the clients design their own shoes – online store in SidneyCamiseteria; the clients design the illustrations on their own t-shirts – online store in BrazilIt segment: the clients work with the organisation to build a IT solution
Characteristics:Democratic: internet connection✔Dialogue: real time communications – asynchronous or synchornouscommunicatios, ofthen requires faster responses✔Collaboration: - sharing same interests✔Convenient:- whatever time / local Viral: Normally requires faster responses
Social media is less costly and interactive. It’s a new customer touch point, free channel to communicate. Get influencers to gather social influence inside the network.This is your promotional mix: PR, publicity, advertising,
