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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

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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.

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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 Presentation Transcript

    • THE ROLE OF SOCIAL MEDIA IN DEFINING STRATEGIES OF ONLINE COMMUNICATION By Vladimir Matović Belgrade, October 2009.
    • CONTENT Introduction 2/10/2009 Marketing in social media Vladimir Matović Twitter Facebook Obamonomy Numb3rs can speak 2 Conclusion
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • UNIVERSAL STRATEGY FOR SOCIAL MEDIA PERFORMANCE 2/10/2009 Listen Vladimir Matović Participate Relinquish control Engage 12
    • CONCLUSION 2/10/2009  Social media is not a fad! Vladimir Matović IT REPRESENTS A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE! 13
    • 2/10/2009 Vladimir Matović Thank You for the attention! 14
    • 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