Exploring opportunities of social media in Marketing and Education

Studiedag Commerciele economie Windesheim University of applied sciences School of Business & economics

Social Media

Crowd sourcing

Data mining

Rating

Co creation

Word of mouth Marketing

Pupils to study Twitter and blogs in primary schools shake-up

Proposal plan

…” Children to leave primary school familiar with blogging, podcasts, Wikipedia and Twitter as sources of information and forms of communication. They must gain "fluency" in handwriting and keyboard skills, and learn how to use a spellchecker alongside how to spell………

The Guardian , Wednesday 25 March 2009

Hotelschool van Stenden hogeschool eerste met alumni-community

Als eerste hogeschool in Nederland begint Stenden hogeschool met een eigen online community voor alumni (afgestudeerden) van haar opleiding International Hospitality Management (Hoge Hotelschool). Andere opleidingen volgen binnenkort met een eigen community voor hún alumni. Veel hogescholen hebben een eigen website voor hun oud-studenten, maar geen interactieve ontmoetingsplaats. Natuurlijk zitten veel alumni van de Hoge Hotelschool al op sites zoals Hyves of LinkedIn , maar met de nieuwe community vanuit Stenden hogeschool vinden zij een omgeving waar zij onder elkaar zijn én in direct contact met hun vroegere school staan.

Zoekterm “ Social Media ” Google Trends provides insights into broad search patterns. Please keep in mind that several approximations are used when computing these results.

Zoekterm “ Vakantiehuis, vliegreis ” Google Trends provides insights into broad search patterns. Please keep in mind that several approximations are used when computing these results. Vakantiehuis Vliegreis

Zoekterm “Geert Wilders”

Geert Wilders: Pushing the envelope Radio Netherlands - Jan 24 2008

Geert Wilders’ anti-Koran film goes live on Internet PanARMENIAN.Net - Mar 28 2008

Prosecutor will not charge Dutch politician Geert Wilders for incitement against Muslims San Diego Union Tribune - Jun 30 2008

Dutch court orders prosecution of anti-Islamic legislator Geert Wilders KBS Radio - Jan 21 2009

Geert Wilders, martyr Telegraph.co.uk - Feb 12 2009

Marketing + Education

http://sandnsurf.wordpress.com/2008/10/09/social-media-communication/

Wat kan crowd sourcing / social media voor SBE betekenen? Presentatie crowdsourcing 20 minuten In groepen opdracht op het internet zoeken mbv laptop / internet 15 min Presenteren per groep 20 minuten Samenvatting conclusie 10 min

Vorm groepen, iedere groep een pc met toegang tot internet

Zoek per groep op internet een goed voorbeeld van social marketing dat toepasbaar zou zijn binnen de SBE.

Presenteer het gevonden voorbeeld m.b.v. pc kort aan de groep

Geef daarbij korte motivatie

Wat kan crowd sourcing / social media voor SBE betekenen?

Brand Community Consumer Relation Relation Relation Before Current

Crowd sourcing

Goldcorp Canadian mining company

Goldcorp

400 Mb secret geological data info on the internet

In March 2000, the "Goldcorp Challenge" was launched with a total of $575,000 in prize money

Results

110 targets on the Red Lake property, 50 percent of which had not been previously identified by the company

Over 80 percent of the new targets yielded substantial quantities of gold

An astounding eight million ounces of gold have been found.

The collaborative process shaved two to three years off the exploration time.

It catapulted his under-performing $ 100 million company into a $9 billion juggernaut

Given the right conditions a crowd is smarter than an individual

Diversity of opinion

Independence

Decentralisation

Aggregation

(Each person should have private information, even if it is eccentric interpretation of known facts) (People’s opinions are not determined by those around them) (people are able to specialize and draw on local knowledge) (some mechanism exists for turning judgments into a collective decision)

Examples

Data mining

Rating

Co creation

160.000 leden, uit 200 landen, 30% problemen opgelost, 3 mil uitgereikt, 80% oplossingen uit andere bedrijfstak

Rating

Co creation

Data mining

User Firm No proft Proft No proft Proft

4.000 leden Studenten en Young Professionals (HBO en WO t/m 30 jaar) €250.000 prijzengeld Rabobank, Nuon, TNT, Mars, Het Rijk, TNO, Nationale-Nederlanden en Prorail

Rating

Co creation

Data mining

Markt onderzoek Altrex schatting marktomvang hangbruggen (www.emporis.com)

Vangstenregistratie.nl Ca 420.000 sportvissers aangesloten bij een hengelsportvereniniging

Data mining

Rating

Co creation

Air line rating

Rating

Co creation

Data mining

www.Iens.nl : 18.000 restaurants in NL, 3 mil bezoekers, 1 mil omzet

Rating

Co creation

Data mining

www.Amazon.com

Rating

Co creation

Data mining

Risico reductie bij koopbeslissingsproces

Rate my professors

Data mining

Rating

Co creation

Tom tom map share User Firm No proft Proft No proft Proft

Couch surfing 830.000 surfers

Nieuwsportal Weblog Zwolle

Lego zelf ontwerpen User Firm No proft Proft No proft Proft

Before: 100 designers avg age 29 After: 1.000.000 designers avg age 9

AFOL: Adult Fan of Lego

Highly profitable business model

800 submissions/week; 4 new prints/week; 50,000-65,000 shirts sold/month (18 Mio USD sales in 2006, 35% profit margin, less than 20 employees; 2000 $ pay-off per design to designer)

most design contributors (about 68 %) are professional designers

most customers also evaluate (NPD process becomes a relationship marketing tool) (only 3% of customers never evaluated)

low costs for participation, different participation levels

expert evaluation (exploratory) of designs indicates rather limited design space; high similarity of designs (“dominant design” of this community)

Wikipedia Started in 2001 684 million visitors in 2008. 75,000 active contributors 10,000,000 articles 250 languages. Relatively few people actively contribute User Firm No proft Proft No proft Proft

Design crowd sourcing 17.000 designers

Briefing + competitie aangemaakt ca 60 dollar inschrijfkosten (alle community promotieopties aangevinkt)

3 dagen voor een logo ontwerp.

Hoofdprijs, 400 US dollar voor het winnende ontwerp. (100 US dollar boven de gemiddelde prijs)

Resultaat na 3 dagen: ruim 440 designs door ruim 140 unieke designers.

Voorbeeld Competitie “Orange Valley”

Istockphoto

Flickr: photosharing (summer 2006 5 million users / 150 million pictures) Reatively few people actively contribute http://arxiv.org/ftp/arxiv/papers/0802/0802.2317.pdf

Data mining

Rating

Co creation

Charlie bit my finger - again http://www.youtube.com/watch?v=_OBlgSz8sSM&feature=related

http://pandemiclabs.com/pandemicblog/wp-content/uploads/2008/01/tools-for-web.gif

Word of mouth marketing

“ People love to talk “ Give them something to talk about

Six buttons of buzz

Taboo

Outrageous

Unusual

Hilarious

Remarkable

Secrets

VIRAL MARKETING is an attempt to deliver a marketing message that spreads quickly and exponentially among consumers.

http://www.youtube.com/watch?v=VSSWeGBkf9o

Discussie

Wat doet deze viral voor het Merk Volkswagen Polo ?

Social media marketing goals

Doelstellingen Online middelen mix http://www.upstream.nl/weblog.php?id=C0_17_1

Top 10 virals for 2008 as compiled by GoViral based on compiling numbers of views from Youtube , Dailymotion, Metacafe, Break and Vimeo. Rankings adjusted by taking into account a "people's verdict". 1. Wassup anno 2008 Disclaimer: Budweiser's parent company, Anheuser Busch, which originally licensed the concept for five years from Stone, was not involved in the production of the ad 2. SFW XXX Party Invitation Diesel's naughty montage of 1980s porn films using cartoon animation to cover up explicit scenes, just, for its 30th anniversary 3. Kobe Bryant jumps over an Aston Martin Nike's clever "did he or didn't he" actually clear a car. Probably not, but it got people talking, and watching 4. Extreme Street Football Electronic Arts trickery masterpiece featuring kids with football skills – and parkour and capoeira – using a football like you ain't never seen

5. Take it to the next level Guy Ritchie directs this shot-in-first-person tale of a teen footballer's hardcore ups and downs from being discovered to losing teeth to playing for a national team

6. Tiger Woods 09 – Walk on Water When a fan of EA's golf game pointed out a flaw that Tiger Woods could play a "Jesus Shot" from on water, the game manufacturer's response was this viral featuring the man himself 7. Bean Counter One of those Mac vs PC ads where Apple prods Microsoft over spending loads on advertising Vista when it should be fixing it 8. Samsung Omnia i900 Unboxing Samsung spoof of the tech-fan trend of filming opening the box of a new gadget for the first time 9. Fate – Leave Nothing Emotive Nike fare of lifelong rivalry of two NFL players featuring version of sound track from the Good the Bad and the Ugly

10. Adam and Eve Insurance company ad featuring a gay Adam and frustrated Eve that found life online after being banned from TV

The Guardian Top 10 viral ads of 2008

http://www.youtube.com/watch?v=BIWeEFV59d4

http://www.youtube.com/watch?v=hKoB0MHVBvM

200 liter of diet coke

500 mentos

8 million views

$10 million advertising value

Geyser contest

http://www.socialmediamarketing.com.au/smm-faves/great-viral-video-for-rayban.php

http://www.youtube.com/watch?v=lsO6D1rwrKc

http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone http://revver.com/video/110281/will-it-blend-spoof/

http://www.youtube.com/watch?v=jjXyqcx-mYY

Who has the most popular page on Facebook?. Who’s second? http://adage.com/digital/article?article_id=135238 1 Barack Obama 5,881,499 2 Coca-Cola 3,287,101 3 Nutells 3,052,502 4 Pizza 3,005,922 5 Cristiano Ronaldo 2,730,570 6 kinder surprise 2,581,651 7 Facebook 2,492,881 8 Windows Live Messenger 2,469,402 9 Sid 2,409,639 10 Boo 2,343,221

The Coke page, which totals 3.3 million "fans ," wasn't even created by Coca-Cola, but by a pair of Los Angelenos who just love Coke.

Valkuilen

Is it a spoof or a clever viral? Of course Puma claims it's a fake, but I bet it's done by them. No matter which is the case. This ad still makes rounds on the internet.

http://www.youtube.com/watch?v=WcZqwR9tbJE Spoof

Write your own ad approach: Chrysler Tahoe http://www.autoblog.nl/archive/2006/04/04/chevrolet_tahoe_commercials_go http://www.youtube.com/watch?v=4oNedC3j0e4&NR=1

Procter & Gamble Doesn’t Understand Social Media

11-month campaign titled

“ America’s Favorite Stains”

contribute photos of their “favorite places

to enjoy stain-making moments!”

Result 18 photos,

two of which were from Procter & Gamble

themselves and two from The Onion .

http://www.marketingpilgrim.com/2008/12/procter-gamble-doesnt-understand-social-media.html

Big viral success. The video was live for 180 days, received around 9 million views with several accounts. Cell Phone Popcorn Video gets banned Seeding not according the ethics, Cardo Systems did not clearly identify theirselves as the advertiser of the videoclip. Pop corn with cell phones http://www.viralblog.com/viral-commercials/cardo-systems-forced-to-remove-popcorn-viral/

Relation with branding

Business model how to earn money

The FCB grid

Porters value chain

Marketing education

Link social media to existing marketing concepts

Usage of social media concentrates in the high feel / high involvement products

Low Feel – Sensate and pleasurable products Low Think – Practical and functional products Low Involvement High Feel – Products that reflect on you High Think – Considered purchases High Involvement Feel Think SATISFACTION HABITUAL INFORMATIVE AFFECTIVE Social media

http://www.lunchoverip.com/2008/05/the-value-chain.html

VODW

Wat kan crowd sourcing / social media voor SBE betekenen? Presentatie crowdsourcing 20 minuten In groepen opdracht op het internet zoeken mbv laptop / internet 15 min Presenteren 20 minuten Samenvatting conclusie 10 min