Exploring opportunities of social media in Marketing and Education
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Presentation exploring opportunities of social media in Marketing and Education with examples of social media developments and use in marketing.research, product development and communication.

Presentation exploring opportunities of social media in Marketing and Education with examples of social media developments and use in marketing.research, product development and communication.
Presented during a study conference at the school of business and economics Windesheim university of applied science

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  • maakt BattleofConcepts? “ Battle of Concepts is bedacht en opgericht door Joost Dekkers, een 29-jarige bedrijfseconoom uit Utrecht. Een groep informal investors heeft gezorgd voor de financiële middelen en heeft een adviserende rol. Naast vaste kracht Robert Jan Droogleever Fortuyn (25) telt Battle of Concepts zeven regiomanagers. Dit zijn laatstejaars studenten die in hun regio Battle of Concepts promoten. Het beheer en ontwikkeling van de site is uitbesteed aan Digital Architects .”
  • Emporis , a provider of building data, has run the Emporis Community (a website where members can submit building information) since May 2000. Today, more than 1,000 members contribute building data throughout the world.
  • Web 2.0 works with the principle of weak cooperation, where a huge amount of individual contributions build solid and structured sources of data. * 39% inactief : geen publieke foto's geen gebruik van de functionaliteiten van Flickr * 23% geen enkele publieke foto opgeladen, wel communicatie-faciliteiten van Flickr. * 19% heeft wel foto's opgeladen, maar participeert verder niet in de Flickr community. * 19% heeft foto's opgeladen en participeert actief in de Flickr community.
  • Metrics zijn belangrijk, maar het begint met positieve interacties
  • Mentos and diet coke They estimate the advertising value of this craze has already topped $10 million dollars . Much of this has been driven by eepybird.com. Eepybird’s video, which features 200 liters of Diet Coke and 500 Mentos , has been downloaded over 6 million times. To keep the craze alive, Mentos just announced a contest for the best geyser judged on creativity/uniqueness (50%), execution (25%), and production quality (25%). The winner walks away with 1,000 iTunes and a year’s supply of Mentos. Coke, on the other hand, discounts the free publicity , "we would hope people want to drink [Diet Coke] more than try experiments with it."
  • Ray ban never hide campaign A more recent viral video coined "Catch" features a guy catching a pair of Ray-Ban glasses on his face.  Despite some pretty hard to believe scenarios. Since it’s launch in May 2007 has had over 3.2 million views plus inspiring a tonne of user-generated content. It was put together by an agency called Cutwater and the creative director goes by the name of Fabio Costa. But...does it makes you want to buy Ray-Bans?  Or does it even make you more aware of the brand?
  • Featuring world famous soccer star Ronaldinho hitting the crossbar no less than four times, without the ball touching the floor. The creative material is from Framfab, in Denmark. The product on display is the Nike R10 football boot. A massive discussion on whether the clip was actually real or computer edited drove millions of interested viewers to the campaign. Framfab won two Gold Lions on the Cannes Lions Festival for the campaign.
  • Blendtec was a faceless company that manufactured blenders; their consumer grade blenders run around $400. George Wright marketing director was walking around the factory and stumbled upon Blendtec CEO Tom Dickson. Dickson was testing the new bearings in a blender by blending a 2 X4. The company’s employees went on with their work unphased, apparently the practice of “extreme blending” was a regular occurrence there at the factory. George recognized this gem and turned it into the widely acclaimed “Will It Blend” series of videos. He simply unveiled the face that the company had all along. The videos were distributed online and Blentec employees reached out to their personal networks to let them know. Word spread and “ Will It Blend ” became a viral phenomenon, garnering of 100 million views in total. Blendtec’s marketing now serves as a profit center for the company, the videos have made over $50,000 in ad revenue from Revver.
  • Chrysler SUV Tahoe campaign back fired An online contest to promote Chevy trucks and the TV show "The Apprentice" has instead been used by environmentalists to condemn General Motors for building vehicles they believe contribute to global warming. In just two weeks, more than 21,000 ads have been created. Visitors have emailed them to others 41,000 times. There have been 250,000 unique visitors to the site and over 2.4 million page views. Most significantly, the average visit lasts more than nine minutes, which means that people either have dial-up, are learning about the truck or are playing with the technology.
  • The video was live for 180 days and received in that time around 9 million views with several accounts. With these numbers, the video can be seen a big viral success. Seeding not according the ethics The big mistake Cardo Systems made with this video, is that it wasn´t seeded according to the WOMMA seeding ethics (.pdf). Cardo Systems did not clearly identify theirselves as the advertiser of the videoclip. Cell Phone Popcorn Video gets banned And that’s why the US advertising watchdog NAD of the Council of Better Business Bureaus issued the video had to be taken offline. The NAD released a statement (.pdf) in which they explained their decision. Since last week the original videos are no longer publicly accessible on YouTube.

Exploring opportunities of social media in Marketing and Education Presentation Transcript

  • 1. Studiedag Commerciele economie Windesheim University of applied sciences School of Business & economics
  • 2. Social Media
    • Crowd sourcing
    • Data mining
    • Rating
    • Co creation
    • Word of mouth Marketing
  • 3. 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
  • 4. 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.
  • 5. Zoekterm “ Social Media ” Google Trends provides insights into broad search patterns. Please keep in mind that several approximations are used when computing these results.
  • 6. 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
  • 7. 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
  • 8. Marketing + Education
  • 9. http://sandnsurf.wordpress.com/2008/10/09/social-media-communication/
  • 10. 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
  • 11.
    • 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?
  • 12.  
  • 13. Brand Community Consumer Relation Relation Relation Before Current
  • 14.  
  • 15. Crowd sourcing
  • 16. Goldcorp Canadian mining company
  • 17. 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
  • 18. 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)
  • 19. Examples
    • Data mining
    • Rating
    • Co creation
    • Word of mouth Marketing
  • 20. 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
  • 21. 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
  • 22.
    • Rating
    • Co creation
    • Data mining
    Markt onderzoek Altrex schatting marktomvang hangbruggen (www.emporis.com)
  • 23. Vangstenregistratie.nl Ca 420.000 sportvissers aangesloten bij een hengelsportvereniniging
  • 24.
    • Data mining
    • Rating
    • Co creation
    • Word of mouth Marketing
  • 25. Air line rating
    • Rating
    • Co creation
    • Data mining
  • 26. www.Iens.nl : 18.000 restaurants in NL, 3 mil bezoekers, 1 mil omzet
    • Rating
    • Co creation
    • Data mining
  • 27. www.Amazon.com
    • Rating
    • Co creation
    • Data mining
  • 28. Risico reductie bij koopbeslissingsproces
  • 29. Rate my professors
  • 30.  
  • 31.
    • Data mining
    • Rating
    • Co creation
    • Word of mouth Marketing
  • 32. Tom tom map share User Firm No proft Proft No proft Proft
  • 33. Couch surfing 830.000 surfers
  • 34. Nieuwsportal Weblog Zwolle
  • 35.  
  • 36.  
  • 37. Lego zelf ontwerpen User Firm No proft Proft No proft Proft
  • 38. Before: 100 designers avg age 29 After: 1.000.000 designers avg age 9
  • 39. AFOL: Adult Fan of Lego
  • 40.  
  • 41. 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)
  • 42. 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
  • 43. Design crowd sourcing 17.000 designers
  • 44.
    • 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”
  • 45. Istockphoto
  • 46.  
  • 47. 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
  • 48.
    • Data mining
    • Rating
    • Co creation
    • Word of mouth Marketing
  • 49. Charlie bit my finger - again http://www.youtube.com/watch?v=_OBlgSz8sSM&feature=related
  • 50.  
  • 51. http://pandemiclabs.com/pandemicblog/wp-content/uploads/2008/01/tools-for-web.gif
  • 52. Word of mouth marketing
  • 53. “ People love to talk “ Give them something to talk about
    • Six buttons of buzz
    • Taboo
    • Outrageous
    • Unusual
    • Hilarious
    • Remarkable
    • Secrets
  • 54.
    • VIRAL MARKETING is an attempt to deliver a marketing message that spreads quickly and exponentially among consumers.
    http://www.youtube.com/watch?v=VSSWeGBkf9o
  • 55. Discussie
    • Wat doet deze viral voor het Merk Volkswagen Polo ?
  • 56. Social media marketing goals
  • 57. Doelstellingen Online middelen mix http://www.upstream.nl/weblog.php?id=C0_17_1
  • 58.
    • 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
  • 59. http://www.youtube.com/watch?v=BIWeEFV59d4
  • 60. http://www.youtube.com/watch?v=hKoB0MHVBvM
    • 200 liter of diet coke
    • 500 mentos
    • 8 million views
    • $10 million advertising value
    • Geyser contest
  • 61. http://www.socialmediamarketing.com.au/smm-faves/great-viral-video-for-rayban.php
  • 62. http://www.youtube.com/watch?v=lsO6D1rwrKc
  • 63. http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone http://revver.com/video/110281/will-it-blend-spoof/
  • 64. http://www.youtube.com/watch?v=jjXyqcx-mYY
  • 65. 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
  • 66. 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.
  • 67.  
  • 68. Valkuilen
  • 69. 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.
  • 70. http://www.youtube.com/watch?v=WcZqwR9tbJE Spoof
  • 71. 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
  • 72. 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
  • 73. 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/
  • 74.
    • Relation with branding
    • Business model how to earn money
    • The FCB grid
    • Porters value chain
    • Marketing education
    Link social media to existing marketing concepts
  • 75.
    • 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
  • 76. http://www.lunchoverip.com/2008/05/the-value-chain.html
  • 77. VODW
  • 78.  
  • 79. 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
  • 80.
    • Onderwijsontwikkeling
    • Leeractiviteiten
    • Didactische werkvormen
    • Lesgeven
    • Toetsen van vaardigheden
    • Stage en afstudeerprojecten
    • 4 e jaars keuze projecten
    • Onderzoek studenten tbv bedrijven
    • Evaluaties (Rate my teacher ?, Rate my lessons (Isec ))
    • Alumni
    Wat kan crowd sourcing / social media voor SBE betekenen?
  • 81.
    • 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?
  • 82. Startpunten
    • www.youtube.com/watch?v=dGCJ46vyR9o (A vision of students today)
    • www.Slideshare. net
    • www.Google.com
    • www.youtube.com
    • www.flickr.com
    • www.wikipedia.com
    • www.google.nl/trends
  • 83. Ir. Sander Janssens [email_address] Windesheim University of applied sciences School of Business and Economics