EMERGING TECHNOLOGIES, SOCIAL MEDIA & THEIR IMPACT ON TODAYS MARKETING ENVIRONMENT Dr.Suneel Sethi 19th June, 2012
Alvin Toffler (born October 4,1928) is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity.
Everything is changing all the time and it is changing faster than iscomfortable for many of us. This is especially true in the world of Marketing and the result is thatbrands and the companies and people that market them, must be willing tohave a flexible, multifaceted approach that uses a number of elementsworking in unison to achieve an outlined communication objective. Social Media Marketing is about being prepared for things to change ,allowing for moments of reassessment and measurement in order to monitorprogress and then be willing and able to adapt accordingly. Social Media is as current a form of communication as can possibly exist.It allows for genuine and meaningful consumer engagement and it allows forclear measurement at any point.
Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web2.0, and that allow the creation and exchange of user-generated content.” There are six different types of Social Media according to Kaplan and Haenlein : 1. Collaborative Projects 2. Blogs and Microblogs 3. Content Communities 4. Social Networking Sites 5. Virtual Game Worlds 6. Virtual Social Worlds Social Media technologies include magazines, Internet forums, social blogs, wikis,podcasts, photographs or pictures, video, wall-postings, email, instant messaging,music-sharing, to name a few. Social Media network websites include sites like Facebook, Google +, Twitter,LinkedIn and Pinterest.
1. Details About the Company, Including Services and Offerings People follow brands to learn more about them. Don’t be afraid to talk about your culture, employees, what you offer, services you provide or general conversations about who you are as a company.2. Thought Leadership Content Beyond corporate collateral, your business is probably publishing content that illustrates your domain expertise. This is commonly referred to as thought leadership and is powerful in raising awareness. If your focus is B2B, this might be a white paper or best practices guide. If you are consumer focused, this might be tips or creative ideas on how to use different products. Either way, it’s content that provides value, while elevating your placement as a leader in your space.3. Company News Every company has interesting activities happening regularly. Maybe you hired a new leader who brings an exciting or unique background. Or perhaps you have a new corporate initiative worthy of sharing publicly. All of these news updates help highlight what type of company you are and promote the growth of your network by building interest in your corporate activities.
4. Questions for Feedback Building brand awareness isn’t just about sharing your own content. It’s also based on asking for content from others. Asking for input gets more people engaged with your brand and sharing ideas across their networks. As a bonus, input can be used to learn about your network and potentially used for aspects of future marketing.5. Community Content Many people keep up with social media accounts to learn about industry news. Employees of companies are followed because they talk about their industry – not just the product they sell. Marketing agencies are followed because they share content from leaders in their space – not just their services. And millions of people follow companies because they share noteworthy news about their industry, the people in it and third party resources – not just for discounts or product news.6. Research Despite the size or industry of your company, new research or community findings are always interesting. If you work in a B2B company, this may be a study on industry business trends. Companies offering tangible products may conduct research on user perceptions or quality of ingredients. This research elevates the expertise of companies. It also can build awareness of product or offering strengths and unique positioning in your industry.
7. Customer Success Stories There’s no better way to grow brand awareness than to have customers share their success stories. Sometimes these are formal case studies based on lengthy results. Other times, they are prompted or spontaneous content shared by your community. Regardless, sharing customer success allows results and personal feedback of customers to speak on behalf of your company. Participatory Learning ExerciseRead the handout , Heres what I Believe about Social Media and itsImpact on Marketing Environment . These are my views -- what areyours ? You may partially agree or totally disagree with my viewsand/or add or substantiate or radically differ to what I have said butyour arguments should be logical and/or supported with examples.
Assignment* This PPT has been uploaded on theBlackboard. Three assignment questions and theStudy Paper (in PDF) , How SocialTechnologies are Extending the Organization ,are uploaded on the Blackboard. Type in 1.5 space in 11pt Arial font on A4( Letter size) paper. No email submissions,please. For queries and problems , if any, pleaseshoot me an email , anytime . I will respondto you at the earliest. Due next class on Tuesday 26th June, 2012._____________* Post Test