Transcript of "Social Media in Marketing Assignment 2"
Pia Stenström, Assignment 2 1(3)HAAGA-HELIA University of Applied SciencesMAR8LC067-2 9.9.2011What is social media? Social media can be defined as Internet media where people and companies have the ability to interact in a way so that the appearance of the media changes constantly. In social media we all can be producers, even though most people just take part of discussions. Anyone can voluntarily share content like video, text, music or images. Social media can be looked upon as a playground where people with the same interests meet in the section they find appealing: swing, sandbox or jungle gym. IRC and discussion sites were probably the first kinds of social media, but the term was not in use in that time.What kind of elements do the social media include? According to Lietsala and Sirkkunen the social media has several services that can be categorized in different genres: 1. Creating and publishing content, for example blogs or podcasts. 2. Content sharing, for example YouTube and Flickr. 3. Social network sights such as LinkedIn and Facebook. 4. Collaborative productions like Wikipedia and StarWreck. 5. Virtual world such as Habbo Hotel or Second Life. 6. Add-ons like RockYou and Friends for Sale. (Lietsala & Sirkkula 2008, 26-29.)What are the main advantages and disadvantages in using social media in marketing? Social media enables the most powerful marketing there is – word of mouth. When at best, the social media can build a participatory economy where those taking part can gain use-value as the result of community action. People do kind of a team work and their actions may well result in surprising, new and unexpected results. Ideas emerging can be profitable for business in some firms. A great example of advantages when marketing in social media is the Finnish dairy company Valio, that has an extremely popular sight. In an article from January 2011 in Helsingin Sanomat one can read about how the whole company is encouraged to use for example Facebook and how Valio has a very good strategy on their own FB page. There is no sense of selling or marketing on the page and it feels like you´re chatting with a friend. Valio activates people in many ways, a good example is a poll where Valio wanted to know what kind of flavour the audience would like next in a popular dairy product. The winning flavour in the poll was the one that got launched. Also people could send photos of them using Valio products and have a chance to be in one of Valios’ ads. This is an excellent tool for keeping people active and excited about what comes next. (Helsingin Sanomat verkkoliite 2011.)
Pia Stenström, Assignment 2 2(3)HAAGA-HELIA University of Applied SciencesMAR8LC067-2 9.9.2011 When a company and its brand succeed being top of mind for the customer, the customer automatically does the marketing for the company by for example “Like” on Facebook. The happy customer also defends the company and its brand if necessary. Because of the possibilities Internet provides, people want to seek information themselves and are easily influenced by other people’s comments or the web sites of a certain brand. The brand that has developed good, familiar and trustworthy relationships with its customers gets the best return on their engagement in the social media: people influenced online are most probably going to buy the brand next time they go to the store. Disadvantages with using social media in marketing are that it cannot be controlled or measured. Even well thought through plans and estimated outcomes can in reality turn into something completely different depending on how the audience react. There might also be people interested in deliberately damaging a brand or a campaign and considering the power of word of mouth, it can be quite easy. They can practically share negative information anywhere. A company has no way of measuring how much money they make with their social media activities (return on engagement). Another disadvantage is the possibility of distractions while on the web and the fact that people cannot filter too much information at once.What are the main principles in social media use in marketing? Jason Peck works as a consultant at eWayDirect that offers companies a wide range of online marketing services. On www.jasonpeck.com there are six principles of social media marketing: 1) Listen. Before getting a company in conversations online you must research what kind of audience you have: where can they be found and what are their opinions about you. Who do they think are your competitors and how would they categorize you? How much of what is said about your company is negative and how much is positive? Find out the guidelines of the communities you’re interested in and when you do decide to join, listen to the audience and make your actions so that it’s about the audience, not about your company. 2) Engage. You want people to visit your company’s website for creating relationships with them and therefore you should know how they want to be reached. You also need to have a content that engages the audience and make them feel excited about what might come up next. You have to be able to look at your actions from the audience’s point of view: is your stuff good enough to share? 3) Enable. When having analysed the sites your company is/wants to be involved in, there are probably already people standing out who are talking about your company or brand. These people should be given tools so that they can speak out on your behalf. They should be able to share your content on different websites and use your content
Pia Stenström, Assignment 2 3(3)HAAGA-HELIA University of Applied SciencesMAR8LC067-2 9.9.2011 for videos, remixes or mashups. This makes them feel as a part of your company or brand. 4) Share. Share to build trust and relationships by giving and sharing your time, knowledge, attention and insight. Share pictures, videos and links about your industry. Give to get and give some more. Give and share your time, attention, expertise, questions and insight with your audience. An appreciating audience is good for business. 5) Reward people taking time in interacting with you. Promotions, discounts and exclusive access are excellent rewarding for the most loyal fans. Involving sponsors also give the fans added value. 6) Participate, the whole point of social media marketing is to participate in conversations with your audience, because social media is not a one way communication. Start slow; develop your tactics while learning on the way. Participation is the key. Sources: Lietsala, K. & Sirkkunen, E.2008. University of Tampere. Esaprint. Tampere. Jason Peck’s personal website at URL: http://www.jasonfpeck.com/2009/04/02/6-principles-of-social-media-marketing/. Read 8.9.2011. Helsingin Sanomat verkkolehti at URL: http://www.hs.fi/verkkolehti/talous/20110109. Read 6.9.2011