Enhancing promotional strategies: Use of Web 2.0 social media

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A presentation on the research paper 'Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media’ by Rosemary Thackeray (PhD, MPH), Brad L. Neiger (PhD, CHES), Carl …

A presentation on the research paper 'Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media’ by Rosemary Thackeray (PhD, MPH), Brad L. Neiger (PhD, CHES), Carl L. Hanson (PhD, CHES) and James F. McKenzie (PhD, MPH, CHES) that was publishes by SAGE on behalf of the Society for Public Health Education.

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  • 1. ENHANCING PROMOTIONALSTRATEGIESUse of Web 2.0 Social Media-Chhavi Vatwani
  • 2. INTRODUCTION How Web 2.0 holds promise to significantlyenhance promotional efforts. How to incorporate Web 2.0 social media intopromotional strategy.
  • 3. MARKETING 3 Purposes for Promotion (Kotler & Keller,2007)- To increase product awareness- To persuade people to purchase theproduct- To remind people that the product exists Planners make Strategic Decisions aboutthe Marketing Mix (4Ps):- Product -Price- Place - Promote
  • 4.  Traditional Forms of Marketing: Billboards, Commercialson TV, radio.
  • 5.  Former Internet Marketing Tactics: Banner Advertisements Sponsorships Pop-ups and –unders Links Paid Searches Web 1.0 One-way communication Lecturing
  • 6.  Modern Forms of Marketing: Web 2.0 Second generation internet-based applications Users control communication Engages customers via- Collaborative Writing (WIKI)- Content Sharing (images, videos)- Social Networking (Facebook)- Social Bookmarking (ratings, followers)- Syndication (RSS feeds) Two-way communication Inclusion of user-generated content + distribution Collective Intelligence
  • 7. SOCIAL MEDIA TRENDS MORE AMONGYOUNGER PEOPLE 2006-07: 45% increase in visits, video sharingsite (Rainie, 2007) 2007: 120,000 new blogs created every day(Technorati, Sifry, 2007) 2004-06: 9% increase in number of teensreported blogging (Lenhart, Madden, Macgill &Smith, 2007) 2006: 38% teens reported reading blogs whereonly 27% adults did the same (Lenhart &Fox, 2006) Web 2.0 has potential to transform socialmarketing promotion.
  • 8. SHARPIE ENGAGING WITH TEENS July 2012: 1 million teens (12-17) visited Instagram 93% of social-media using teens have Facebookaccount (Pew Internet Research) 32% use TwitterSharpie garnered 89% market share (Gained 5 sharepoints) in 2012.
  • 9.  Organization: Sharpie Campaign: Back to School Social Media Handles & Stats: Facebook: 4 million + likes Twitter: 227,463 followers Youtube: 2,556 subscribers; 1,552,568 video views Instagram: 49,966 followers Pinterest: 6,669 followers
  • 10. WHY WEB 2.0 SOCIAL MEDIA HOLDS SUCHPOTENTIAL? Direct Engagement with Consumers Boost in Viral Marketing
  • 11. DIRECT ENGAGEMENT WITH CUSTOMERS Paradigm: Customer is creator Increase buy-in, loyalty More likely to talk about product with friends Eg. During 2007 Super Bowl, 30 sec spot forDoritos produced in just a few days for less than$13 was an instant hit.
  • 12. BOOST IN VIRAL MARKETING Facilitates + encourages people to pass marketingmessage E.g. Georgetown Cupcake after being open foraprox. 2 weeks, was selling 800 cupcakes a day at$2.75 each. No advertising. Heard on blogs andother websites. (2008)
  • 13. INCORPORATING WEB 2.0 SOCIAL MEDIA INTOSOCIAL MARKETING PROMOTIONAL PLANS Key questions:- Audience preferences? Their demographics,lifestyle and motivation to use social media- Related costs? Timeframe (short/long termbudget), type of Web 2.0 SM apps to be used,internal resources available (h/w, s/w, people),resources for market research.
  • 14. CREATIVE E.g. use of Web 2.0 SM altruistically as communityservice or volunteerism. Perceived costs among participants related totime, money, energy – less problematic!
  • 15. SUMMARY Web 2.0 SM helps in enhancing promotionalstrategies by:- allowing direct engagement with customers- boosting viral marketing Incorporating Web 2.0 SM considering- audience preferences- related costs
  • 16. EG. OF ENGAGEMENT WITH CUSTOMERS