Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Like this? Share it with your network

Share

MarCom Has Changed Its Profile Picture. Marketing Communications in a Social Media World

on

  • 2,459 views

The relation between web 2.0 / Social media and MarCom / PR. Why marketing communications experts have to use online integrated marketing tools. What might happen if they only spend their efforts to ...

The relation between web 2.0 / Social media and MarCom / PR. Why marketing communications experts have to use online integrated marketing tools. What might happen if they only spend their efforts to offline marketing processes.

Statistics

Views

Total Views
2,459
Views on SlideShare
2,449
Embed Views
10

Actions

Likes
0
Downloads
12
Comments
0

2 Embeds 10

http://burcakcelebi.wordpress.com 8
http://www.linkedin.com 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

MarCom Has Changed Its Profile Picture. Marketing Communications in a Social Media World Presentation Transcript

  • 1. MarCom Has Changed His Profile Picture The Role of Web 2.0 in Marketing Practices
    Burçak ÇELEBİ Research Paper Presentation
  • 2. Introduction
    Marketing Communications (MarCOM)
    Media
    Journalists
    Gatekeepers
    OpinionLeaders
    Target
    Audience
    Brand
    Messages
    BrandAwareness
    Brandperceptions
    PurchaseDecisions
    SOCIAL MEDIA CHANGED
    In the early days of the internet, it was not unusual for brand managers to replicate offline marketing efforts on the internet (Meyers & Gerstman).
    Brand strategies have been undergoing significant transformation due to the internet (Hoffman).
    The dynamics of business as usual have changed so dramatically, management has lost its traditional chain of command control of messengers and messages. (Marken).
    Burçak ÇELEBİ Research Paper Presentation
    2
  • 3. Evolution of New Media
    The monologue has changed to dialogue .
    Journalists are becoming bloggers.
    The bloggers arebecoming famous.
    Ordinarypeoplebecomegatekeepers, newinfluencers.
    Brands are following them.
    Burçak ÇELEBİ Research Paper Presentation
    3
  • 4. Web 1.0or Web 2.0
    Internet was the newest, fastest and most fun tool to learn about facts and to get informed by controlled messages and the tool for personal communication needs like sending e-mails or some other documents.
    Burçak ÇELEBİ Research Paper Presentation
    4
  • 5. Web 2.0 andSocialMedia
    Web 2.0 is a collection of open-source, interactive and user-controlled online applications expanding the experiences, knowledge and market power of the users as participants in business and social processes. Web 2.0 applications support the creation of informal users' networks facilitating the flow of ideas and knowledge by allowing the efficient generation, dissemination, sharing and editing/refining of informational content. (Constantinides).
    The real start for democraticcontent
    and shift in the rolepeople play was
    created by themost common
    microbloging siteTwitter.
    Peopleanswertothequestion
    “what’shappening?”
    Therearemorethan 80 mil. users.
    Blogsare in pastsimple –Microblogs
    arepresentcontinous tense.
    Burçak ÇELEBİ Research Paper Presentation
    5
  • 6. Scope of SocialMedia
    Social Media is an umbrella phrase for blogs, microblogs, social news sites, bookmarking sites, virtual worlds, social networking sites, wikis, community review sites, location based services, forums and opinion sites.
    Burçak ÇELEBİ Research Paper Presentation
    6
  • 7. TargetAudience in SocialMedia
    There are more than 400,000 social media sites
    - Everyones’ interest like Facebook, Twitter or Myspace
    - For photography lovers like Flickr or Picasa
    - Sites for homosexual company
    - Guinea pig lovers.
    EX:
    Ad network tracking programs trace the pattern of Web site and Web page visits to segment users based on their online behavior. That information is then used to serve highly relevant ads to a segment of users who are likely to be interested in the product. (Tuten)
    Burçak ÇELEBİ Research Paper Presentation
    7
  • 8. TargetAudience in SocialMedia
    Socialcommunities are hierarchical with some users gaining positions of authority and power. These powerful users are known as influencers. Influencers have long been a subject of interest in marketing. (Tuten)
    Generallybloggers first aim is not to get paid but to become influencers.
    Motivating factors:
    connecting with peers,
    achieving a certain level of fame, notoriety, or prestige, the desire to express oneself.
    Burçak ÇELEBİ Research Paper Presentation
    8
  • 9. Expectations…
    ControlingMessages
    The new model of PR looks like this:
    PR Traditional Media Customers
    PR New Influencers Customers
    PR Customers
    Customers  PR
    (Solis & Breakenridge)
    ROI
    There are billions of reasons for the interest beyond being the most direct means of reaching most likely customers. It’s also the most undiluted, most direct and most cost-effective means of learning about customers (Likely,Rockland and Weiner )
    Fear…
    There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.(Levine).
    Burçak ÇELEBİ Research Paper Presentation
    9
  • 10. Conclusion
    The Internets’ last evolution was the growing family of Web 2.0 and its’ product social media.
    People who use this medium now have the opportunity to talk about everything they desire.
    Companies have to follow and answer the questions which appear on this new platform.
    This new applications and foundations are available to use for one-to-one, one-to-many, interactive and all other creative ways of marketing and public relation practices.
    Burçak ÇELEBİ Research Paper Presentation
    10