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The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
The Role of Social Media in Defining Strategies of Online Communication
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The Role of Social Media in Defining Strategies of Online Communication

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Presentation of my Final Thesis on the role and impact of Social Media in Business.

Presentation of my Final Thesis on the role and impact of Social Media in Business.

Published in: Technology, Business
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  • 1. THE ROLE OF SOCIAL MEDIA IN DEFINING STRATEGIES OF ONLINE COMMUNICATION By Vladimir Matović Belgrade, October 2009.
  • 2. CONTENT Introduction 2/10/2009 Marketing in social media Vladimir Matović Twitter Facebook Obamonomy Numb3rs can speak 2 Conclusion
  • 3. INTRODUCTION TO SOCIAL MEDIA DEFINITION 2/10/2009  Defining the term: Vladimir Matović “Social media represents an array of terms defining activities that integrate technology, social interaction and constructions made of words, pictures, videos and sounds.  Or simply put: Social media are people making conversations on the Internet, 24/7. 3
  • 4. INTRODUCTION TO SOCIAL MEDIA HISTORY, DEVELOPMENT AND CHANNELS OF SOCIAL MEDIA 2/10/2009  History and development:  “Underground” period Vladimir Matović Blogs  Commercialization Picture Micro- sharing blogs  WWW era:  Instant Messaging Video RSS sharing  P2P and BitTorrent Social  Modern “socialism” media Podcasts Wikis Social Forums networks Instant messaging 4
  • 5. MARKETING IN SOCIAL MEDIA A CHANGE IN COMMUNICATION WITH CUSTOMERS Old paradigm New paradigm 2/10/2009 Monolog Dialog Vladimir Matović •Engaging •Authentic Control Trust •Meaningful •Customer oriented Campaigns Conversations 5
  • 6. TWITTER A LITTLE SOMETHING ABOUT THE TWITTER WORLD 2/10/2009  Definition of Twitter.  Twitter’s dictionary – tweet, follower, @, # Vladimir Matović  Twitter’s ecosystem:  TweetDeck  Twitoria  WeFollow.com  Search.Twitter.com  TwitterHawk  … 6
  • 7. TWITTER CASE STUDIES 2/10/2009  Goal: Community building  Kogi Korean BBQ Vladimir Matović  The Coffee Groundz  Goal: Brand awareness  BBGeeks  Goal: Sales  DellOutlet  Goal: CRM  Comcast  Zappos 7
  • 8. FACEBOOK A COUNTRY CALLED FACEBOOK 2/10/2009  Facts:  Population of 300 million Vladimir Matović  World’s 4. largest “country”  Most used social network on the Web  Facebook marketing tools:  Facebook page  Facebbok group  Facebook apps  Facebook Social Ads 8
  • 9. FACEBOOK CASE STUDIES 2/10/2009  Goal: Community building and brand awareness  Lenovo Vladimir Matović  Sharp Electronics  Travel Channel  Goal: Niche market targeting  One day, one job  IndiePix  Goal: Test marketing  Cook’s Compass  Goal: Networking with users  Cisco 9  Cirque du Soleil
  • 10. OBAMONOMY SOCIAL MEDIA IN POLITICS 2/10/2009 Barack Obama John McCain  Social media in politics Content Number of YouTube videos 442 000 221 300 3 principles of Obama’s campaign: Connections  Number of Facebook “friends" 3 150 000 613 515 Vladimir Matović  3A: Number of YouTube subscribers 136 015 29 160 Community  Acquisition Number of visits to the website (monthly) 5 500 000 2 500 000 Conversion Activation Electoral votes 365 162  Advocating Total number of votes 66 882 230 58 343 671  “Social velocity” model:  4C:  Content  Connections  Community  Conversion 10
  • 11. NUMB3RS CAN SPEAK 2/10/2009  Wave research:  History Vladimir Matović  Methodology  Conclusion of Wave research:  Universal platform (not strategy!) on global level is not possible  Big IT players (Google, AOL, Microsoft) are in the game  Video content sharing is on the rise  The rationalization of social media  Developing countries are not falling behind in social media usage. 11
  • 12. UNIVERSAL STRATEGY FOR SOCIAL MEDIA PERFORMANCE 2/10/2009 Listen Vladimir Matović Participate Relinquish control Engage 12
  • 13. CONCLUSION 2/10/2009  Social media is not a fad! Vladimir Matović IT REPRESENTS A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE! 13
  • 14. 2/10/2009 Vladimir Matović Thank You for the attention! 14
  • 15. REFERENCES 2/10/2009  Antony Mayfield, "What is Social Media?", iCrossing, 2008  Dave Evans, "Social Media Marketing an hour a day", Wiley Publishing, 2008 Vladimir Matović  Erik Bratt, "Twitter Success Stories", MarketingProfs, 2009  Erik Bratt, Kimberly Smith, "The Obama Playbook", MarketingProfs, 2009  Erik Qualman, "Socialnomcs: How social media transforms the way we live and do business", Courier Wetford, 2009  Glen Parker, "Power to the People, Social Media Tracker: Wave 4", Universal McCann, July 2009  Jason Alba, "Facebook Success Stories", MarketingProfs, 2008  Marta Z. Kagan, "What the f**k is social media? One year later", 2009  Marta Z. Kagan, "What the f**k is social media?", 2008  Mike Nolan, Emily Paterson, "Obamanomics: A Study in Social Velocity", Jalali Hartman 2008  Tom Smith, "Power to the People, Social Media Tracker: Wave 3", Universal McCann, March 2008 15

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