Mktg+6900 Citizen+Marketers Ashish+Malik

Could you afford to ignore us??
A Social Media Knowledge Benchmark
AshishMalik
MKTG 6900A Fall 2009

The world is UPSIDE DOWN
The great POWER shift!!

The world is UPSIDE DOWN
“Internethas armed an average consumer to speak up for or against the corporate practices and corporations are embracing this change” - AM
“We are in the new era of ‘seller beware’, Now when you screw your customers, your customers can fight back and publish and organize.” - CM
The great POWER shift!!

Who could be affected by Social Media?
Who are Citizen marketers?
Should citizen marketers be paid?
Modern publishing and broadcasting
Social Media catalyzers
Why do people involve themselves in this behaviour?
Process of meme spread
How should companies respond?
Points and Arguments

Not everyone there is a content creator. Most people are consumer of the content. Only 1% of people build content. E.g. Wikipedia
The ONE Percenters

Democratization
Newspaper circulation down by 7 million during last 5 years in US
30 million new online readers in 5 years
Decline in traditional advertising:
Newspapers – 18.7%
Television – 10.1%
Radio – 11.7%
Magazines – 14.8%
Interface between traditional and modern media
“It exponentially multiplies the power of one. A lone person today has significantly better chance of influencing other people not only in her immediate network of friends and peers, but in the school, work, and social networks of the world than she did before the arrival of social media.” - CM
Media Transformation

Should businesses cede control?
Risks of citizen marketers
Hazards (for companies not to engage)
Misleading
Do’s and dont’s with citizen marketers?
Responding to online criticism
Ethical aspects of social marketing
I could be better…….

We embraced Social Media

We learnt it the hard way 

“Social media is emerging web-based publishing platform that enables people to talk, discuss, share, and find communities of like-minded people.”
“It is the creation of content on top of content, where ease is paramount and many democratic principles are sacrosanct, that is fueling the rise of social media.”
“Anyone whose livelihood is affected by the swells of popular culture should take notice and be prepared.”
“Whether it’s the creative whims of videographers or the revenge of the consumers, social media is making it easier and faster to spread news. Reputations are enhanced and pummeled at faster and to some, alarming rates.”
“Social Media simplifies word of mouth and facilitates collaboration.”
Social Media – Quotable quotes

“People are the message when their intent is authentic and they have roots of credibility”
“Citizen Marketers are highly educated, intellectually curious, sociable, interested in many things and in finding new interests.”
“Citizen marketers are hobbyists. Paying them would be overlooking the nature of hobbyism and the family bonding (within the communities) that occurs over time. Paying a few social bookmarkers among a larger group of them introduces a hierarchy of labour and may well become a disincentive for others to contribute.”
“The fans are doing for free what a company would normally do itself.”
“Why a meme spread is because it matches the experiences of others and exposes a truth. “
Social Media – Quotable quotes

Say nothing publicly or privately to the people involved (Apple)
Make behind-the-scenes overtures but say nothing publicly (Target)
Provide terse recognition (Starbucks, Coke and Mentos, Logitech etc)
Encourage company employees to participate (TiVo)
Threaten or take legal action (e.g. film industry)
Build programs or communities specifically for them
Incorporate their ideas or work into your production system
3Cs – Contests/Co-creation/Communities
How do companies respond?

Microblogging
Bookmarking
Video
Photo-sharing
Search
Professional
Purely social
Forums
City/Regional weekly
Gadget news and reviews
I AM SOCIAL MEDIA!!

Blogs
Media sharing
Clipping
Collaboration
Instant messaging
Personals
Media cataloging
Podcasts
Web 2.0 Fan websites
Social bookmarking
Social cataloging
Social citations
Social evolutionary computation
Social networks
Virtual worlds
Wikis
SOCIAL MEDIA – Products and Services

Listen to your customers
Involve your customers in new product designs (co-creation)
Stealth marketing
Word-of-mouth
Customer service
Competitor analysis
Brand identity assessment
PR
Ratings/voting and other measurements
“I think it’s going to be difficult in the future for companies because they are going to have to find staff to watch over these things. They are going to have to find ways to interacts with their fans.” - CM
Marketing

Question & Answers

Dell hell, iPODlounge.com, iLounge.com, Starbucks Gossip blog, Hacking Netflix blog, Ihatestarbucks.com, Treonauts.com, WatchMacTV.com, Mcchronicles.com, SaveSurge.org
Videos – Bowiechick, iPOD dirty secret (http://www.youtube.com/watch?v=3jgrljTrQM8)
Mentions

Modern publishing and broadcasting is different:
It doesn’t consume energy
Feeds are free (Feed subscribers are anonymous as RSS does not rely on any personal identity information)
Feeds are almost instantaneous
Feed subscribers are a tangible asset
Social Media catalyzers:
Speedy broadband connections; Drop in prices of softwares, audio equipment, and digital or video camera; smart-phones; technology for “social purposes”.
Dynamics of the community:
Consciousness of kind
Shared rituals and traditions
A sense of moral responsibility to the community
Appendices

Why do people involve themselves in such behavior:
Altruism: A volunteer on TiVo community helps solve the problem of a fellow TiVo user because he feels bad about the other’s poor experience. Whether it’s nature or nurture, citizen marketers often feel the need to give something to others.
Personal relevance: This is because a brand, product, a company, or person has lit their creative fuse. This relevance attracts others who feel similar intuition and that’s why when they launch a blog, website devoted to discussing or promoting a brand or company, it becomes a hit.
Common good: These people think that the world could be a better place to live and contribute towards this goal e.g. Wikipedia. Promoting the common good is the goal of democracy because of its nature of distributed power and guarantee of liberty. Those who violate its principles by breaking its rule of law are punished for the common good of the public.
Status: It is the natural human driver of success. Market-helping behavior reaffirm one’s value to social networks.
Appendices

Process of meme spread of citizen-marketers:
Assimilation – Meme is noticed, understood, and accepted by someone, who becomes a host of the meme.
Retention: It’s embedded in memory. The longer it’s stored there, the better.
Expression: The idea can take come from, such as language, text, pictures, or in even in unconscious behavior, such as the way someone walks.
Transmission: The host passes the meme on to one or more people.
Appendices

http://kozinets.net	382
http://www.kozinets.net	2
http://www.planetnography.com	1

Mktg+6900 Citizen+Marketers Ashish+Malik

by York University-SSB on Oct 26, 2009

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Mktg+6900 Citizen+Marketers Ashish+Malik — Presentation Transcript