Social Network Marketing Report Summary
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Social Network Marketing, Engagement Marketing and Brands (Tom Chapman 2008) ...

Social Network Marketing, Engagement Marketing and Brands (Tom Chapman 2008)
This is a report summary and course presentation by Filiz Efe for COM597 - The Twitter Class (Summer 2009) instructor Kathy E. Gill.
Master of Communication in Digital Media,
University of Washington

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  • Brands and marketers need to:1) Look beyond the ‘friend’ and ‘fan’ metric which is a simple numbers game and place more emphasis on the quality of conversations2) Plan engagement marketing both pre and post campaign launch and offer value beyond the first transaction - you get out of a relationship what you put in3) Build trust first online or offline before requesting users to friend or fan brand and look to integrate all communications 4) Understand what the brand stands for in a user’s mind by crowd sourcing data to assist with market research 5) Develop transparent communication as a key between a brand and the user. Users could be regarded as part employees being in control of the brand-not you.6) Use the social network conceptual map in planning and managing a social network marketing campaign.

Social Network Marketing Report Summary Social Network Marketing Report Summary Presentation Transcript

  • SOCIAL NETWORK MARKETING,ENGAGEMENT MARKETING AND BRANDSTom Chapman 2008
    Summary and Presentation by Filiz Efe
    Master of Communication in Digital Media,
    U N I V E R S I T Y   O F   W A S H I N G T O N
    2009
  • ABOUT
    • This report from Tom Chapman is a detailed analysis of social network marketing on Facebook and MySpace in the UK.
    Social network sites are providing ready-made communities for brandsto build relationship with their customers.
    Applications, social ads, brand groups, sponsored pages and sponsored apps are most common marketing tools on these communication channels.
  • Research questions
    • Are Facebook and MySpace effective platforms for social network marketing?
    Is brand reputation management important on social network sites?
    • Is adding a brand as a friend or fan on MySpace and Facebook regarded as the most important metric for engagement marketing in building brand loyalty? View slide
    • How effective are social network adson Facebook and MySpace?
  • Key findings
    Brands must use transparentcommunication
    Users do not want to purchaseproducts and services via their profile page
    Brands and marketers must listento their friends/fans
    Any brand can benefit from social networks
    Engageusers far beyond the first transaction
    User commentsand suggestions offer real value
    Great creativeis the keyto effective engagement
    Socialads help build trustbetween brand and user
    Loyalty and trust is the key metric not the number of friends or fans
    View slide
  • conclusion
    all brands should consider a presenceon Facebook and MySpace to access potential brand loyalists
    provide engaging content that users want, will talk about and will want to promote to their friends virally.
    consistency is important to further developrelationships
    brands treat friends/fans as colleagues rather than customers to build trust
    As long as brands emotionally engage with the users with great content, they will create a desire for users to participate
  • reference
    Chapman, T. (2008). “Social Network Marketing, Engagement Marketing and Brands”. COM597 - The Twitter Class (Summer 2009) – Gill – E-Reserve. Retrieved on July 1, 2009 from https://eres.lib.washington.edu/eres/coursepage.aspx?cid=7479&page=docs
    The report website is http://www.socialnetworkmarketinguk.com/report.php