Social Network Marketing Report Summary

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?
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

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

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Social Network Marketing Report Summary

by Filiz Efe on Jul 06, 2009

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Social Network Marketing Report Summary — Presentation Transcript