Social media in marketing

47999 h gttp://www http://www SOCIAL MEDIA IN MARKETING Johanna Heinonen 6.9.2010

DEFINITIONS Social media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn't allow readers/viewers/listeners to participate in the creation or development of the content. User generated interaction! The term social media describes media that is posed by the user and can take many different forms. Some types of social media are forums, message boards, blogs, wikis and podcasts. Social media applications include Google, Facebook and YouTube. Social media is an umbrella term that defines a numerous activities that integrate technology, social interaction and the construction of words, pictures, videos and audio Social media is about people, community, participation,

The old communication model was MONOLOGUE The new communication model is DIALOGUE Social Media is Transparent, Inclusive, Authentic,Vibrant, Complex, Consumer driven Social Media is about People, Community, Participation, Dialogue, Influence

Social Media or social media Social Media refers to socialization of information, while social media is a concept for the tools for conversation These tools are for instance profiles, tags, tarckbacks, comments, memos, blogs, wikis, RSS, basic HTML, videos, pictures, virtual worlds etc. Social networks (e.g. Facebook) are only one form of social media

HOW TO CREATE A SOCIAL MEDIA STRATEGY? Gather background facts Get insight what people are talking about you Set goals Decide the media your target group follows Build brand visibility / Provide real value! Influence and promote continuosly Recruite influencers to spread your message. Build relationships! Engage! Be fast, open and personal! Participate actively! Measure the results! Learn to accept and learn from criticism!

STRATEGY BEFORE TACTIS Correct way of creating the Social Media Strategy RESEARCH, PLANNING, LISTENING… TACTICS 80 % 20 % Gathering background information of FB,Twitter, iPhone, blogs, competitors, customers, markets, laws, culture, videos, wikis, etc. own company and its possibilities, different channels etc.

Social Media Strategy Your brand Engangement Brand Loyalty Brand Personality Product Insights Customer service Service Feedback Your target group

Tomorrow’s consumers are today’s ”digital natives” Tomorrow’s consumers spend over 16 hours/week online and 96 % of them have joined a social network. They have an average of 53 online friends. THEY DON’T CARE ABOUT YOUR AD – THEY CARE WHAT THEIR FRIENDS THINK!

HOW TO BE SUCCESFUL IN THE SOCIAL MEDIA? Listen! Participate! Give up the control! Engage! Don’t let people down!

REMEMBER! Social Media is not free! It doesn’t work overnight You can fail badly in Social Media Social Media is just basic everyday communication

Marketing plan contents 1. Introduction and idea 2. Analyses 2.1 Organizational analysis WHERE ARE WE NOW? 2.2. Competitor analysis • Facts 2.3. Demand analysis •Information from different sources 2.4. PEST analysis 2.5. SWOT 3. Strategical decisions WHERE ARE WE GOING TO? 3.1. Target group • Your own definitions about the most reasonable 3.2. Strategical values target group, the values / adjectives this target group 3.3. Goals and objectives for marketing plan respects and the goals for this marketing plan 4. Implementation HOW TO GET THERE? 4.1. Product • Your own ideas/suggestions of the implementation 4.2. Price based on the facts you have gathered earlier and put 4.3. Place under the topics of 5P 4.4. Personnel • Strategical values should be seen in each of 5p’s 4.5. Promotion and this should be written in the report, too • In the report ther must also be the ways how the 5. Budget, timetable and responsibilities defined implementation (5p’s) helps in reaching the 6. Follow-up goals

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Social media in marketing

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