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  • 1. EXECUTIVE MBA IN BUSINESS MANAGEMENT COMPLETION COURSE WORKSocial Media: Its use by companies as marketing tools FLÁVIO FERREIRA DA FONTE Rio de Janeiro, 09 June 2010.
  • 2. FLÁVIO FERREIRA DA FONTE Social Media: Its use by companies as marketing tools Final Paper submitted to the MBA course in __________________ at Ibmec Business School as part of requirements for care of Resolution No. 1 of the National Council of Education, April 3, 2001.Orient: Prof. _________________Aproved em ___/___/______ Rio de Janeiro (RJ) June / 2010(*) The original version was written in Portuguese.
  • 3. SUMARY In the last decade, the development achieved by the technologies of informationtransmission over networks that use broadband, 3G, and other media, coupled with thesuccess of the web, has enabled the development of a series of Internet-based applications,called Social Media. The Social Media are media designed to be disseminated through socialinteractions, using the Internet and web-based technologies to transform dialogues fromone to many, typical of broadcast messages, in dialogues of many to many. They supportthe democratization of knowledge and information, transforming people from contentconsumers into content producers. The term "Social Media" was first used after thecreation of Linkedin (1). As examples of social media platforms we have in addition toLinkedIn, Facebook (2), a Plaxo (3), Orkut (4), Twitter (5), and many others that areemerging every day. Due to growth, deep penetration and importance of these kind of media, companiesare creating strategies and specialized groups in order to use them effectively, not onlytracking what is disclosed about the company, but also generating content for their targetaudience. This work is the result of the research done on various websites and books, andaims to detail the main social media today, his employment by large corporations as asolution strategy and tools, as well as the risks of such use, describing cases of success andbenefits that can be achieved with the planned utilization. iii
  • 4. INDEXSUMARY ........................................................................................................................................IIIPICTURES LIST ............................................................................................................................. 51. INTRODUCTION TO SOCIAL MEDIA............................................................................... 62. MAIN SOCIAL MEDIA AND THEIR USE BY COMPANIES .......................................... 93. STRATEGIES FOR SOCIAL MEDIA UTILIZATION AT COMPANIES..................... 204. CASES OF SUCCESS S AND BENEFITS .......................................................................... 265. RISKS INHERENT TO THE USE OF SOCIAL MEDIA.................................................. 296. CONCLUSIONS ..................................................................................................................... 31REFERENCES............................................................................................................................... 33 iv
  • 5. PICTURES LISTFigure 2.1 – Profile of social media utilization at companies……...............................9Figure 2.2 – Businesses Functions most optimized by social media utilization …...10Figure 2.3 – Social Media utilization by Marketing Areas …...................................11Figure 2.4 – Twitter utilization by companies..............................................................15Figure 2.5 – “Share of Voice” – Tennis US Market…….............................................22
  • 6. 1. INTRODUCTION TO SOCIAL MEDIA According to Philip Kotler (6), traditional media are the channels of communicationbetween businesses and their target buyers. Examples of these media have newspapers,magazines, television, radio, mail, billboards, among others, working with the concept of"broadcast" messages, which are messages sent from a single point, designed to reach largeaudiences. Another characteristic of the broadcast messages is that travel in one direction,from the company to the customer. By using traditional media, there is usually a need tohire advertising agencies specialized, producing campaigns, promotional pieces, etc. andassist in hiring and monitoring of information vehicles that will deliver the messages ofcompanies. The term Social Media is used to describe the type of media that is based onconversations and interactions between companies and people online, that is using existingresources on the Internet. The Social Media are different in relation to traditional media,since every company or person may, using technologies and tools available on the Internet,share ideas, products, content, thoughts and relationships. Thus, companies can reach theiraudiences, with a much higher degree of interactivity, since the content posted on a socialmedia can be seen in a few seconds for thousands of people and generate a return in thenext second and criticisms, positive or not, thus allowing companies to better understandthe needs and behavior of their customers. The social media are based on conversations between people around something ofmutual interest. When talking among themselves, people increase their knowledge aboutproducts or services, may consider products or services recommended by others and beinginfluenced in their purchasing decisions. This is a feature different from traditional media, 6
  • 7. which focus on the very question of knowledge of product or service by customers andoutlets, but can not interact with client groups and their views. These media must coexist with and complement the efforts and marketing channelsin the companies. May take the form of texts, videos, photos, communities. Examples ofSocial Media: • Social Networks - Facebook, Orkut, LinkedIn, Plaxo and MySpace (7) areexamples of social networks, where people and businesses create their profiles, pages,communities, become fans, share information and interact. • Blogs - contents and themes of the most diverse in format text, images and videos,updated according to information availability and needs of authors who have providedpersonal opinions even enterprise content. One of the most popular tools for creating blogsis Googles Blogger (8). • Microblogs - publication of information with different model of followers andpublishers, where there is limited number of characters used in each publication or "post".This model to make a "post" the followers get the message. The most important are Twitterand Yammer (9). • Share Videos and Photos - Sites like Youtube (10) Flickr (11) and Vimeo (12)simplify the process of sharing and commenting on videos and photos. • Share documents and presentations - Slideshare, scribd• Wikis - Web sites such as Wikipedia (13), PBWorks (14) and Wetpaint, (15) which canbe created, edited and updated information related to various topics 7
  • 8. • Social Tagging Sites - Sites like Digg (16) Delicious (17) allow users suggest andvote on content that is interesting. To get an idea of the importance of these social media are growing day by daypeople, we highlight some results of various surveys conducted in the USA: • 11% of the total time spent online in 2009 was used in social networks. • Twitter processed over one billion messages in 2009 • In December 2009, more than 25% of Internet page views were made on socialnetworks such as Facebook. • The social network Facebook has reached the milestone of 400,000 users With the increasing use of social media that occurred in the last two years,companies began to consider them in their daily lives and increasingly seek opportunitiesto use them to their advantage and their customers. 8
  • 9. 2. MAIN SOCIAL MEDIA AND THEIR USE BY COMPANIES Facebook, Twitter, YouTube, LinkedIn and Blogs have been the tools of social mediamost used by companies around the world. A survey by U.S. consultancy Biz (18), entitled"Changes in Social Media Applications", published on the site SocialMediaToday (19)revealed the following profile of use of social media in business.Figure 2.1 – Profile of social media utilization at companies. That research found that social media are being used by companies in marketing,public relations, sales support, and in collaborative work, being more used to strengthenthe brand image, information sharing and public relations. 9
  • 10. Figure 2.2 – Businesses Functions most optimized by social media utilization 0 10 20 30 40 50 60 70 80 Brand Image 71,8 Information Share 70,5 Public Relations 65,8 Understand Customers 56,6 Generate Leads 54,9 Colaborative Work 38,4 Internal Communications 32,1 Sales Support 25,8 The areas of Marketing from many companies are learning that by using these newtypes of media customers expect a different behavior of the company, with appropriatemessages to the medium, content, size, authenticity in communications and not to use forsending unwanted advertisements or communications such as occurred with the e-mails. Specifically in the area of marketing firms, the same survey found that social media hasbeen more used to promote the brand, monitor trends and provide interactivity withcustomers. 10
  • 11. Figure 2.3 – Social Media utilization by Marketing Areas 0 10 20 30 40 50 60 Promote the companies 56 Monitor customers trends 53,1 Promote interactivity with customers 51,5 com os clientes Research new ideias for products 34,1 Initiate groups for customers 30,1 Advertise at Social Media 26,1 Promote interactive content 19,2 Use online focus groups 18,8 Regarding the use of social media from the perspective of the stages of purchasing aproduct or service, pre-order they can help increase the "awareness", which is theknowledge of the product by potential customers or clients. At the stage of purchase maypoint to where it will be done through the purchase and post-purchase as a means ofcommunication with the client directing the use of products and services and technicalsupport. The companies envision that with the use of these media can increase the level ofcustomer satisfaction by offering services and experiences that create a perception ofgreater value to the customer. In this case requires a synergy between the business areas(marketing, operations, finance, etc.), so that programs initiated in these media aresupported throughout the company. There are classic cases that show that not only have anexcellent marketing area and can not deliver what was promised or what the customerexpects. 11
  • 12. One of the most impactful social media of today is that Facebook started as a restrictedsite for students and was intended primarily to communication between these communities. When it was opened to the public in September 2006, just two months peaked at 14million visitors per month. Today there are 100 million people online on Facebook everyday. On this site the user creates an account with your profile and calls to other memberswho become his friends ("Friend Request"). Once granted this permission, the user willnow be updated with the actions, texts, videos, links, photos and other content posted bytheir friends. Facebook as a marketing tool can be used to distribute information and ideas to thenetwork of people who are interested in you, your company, its products or its services,communication between friends and groups, and applications. It is a very good tool forengaging people who like the companys brand and want to share their opinions andparticipate in campaigns, promotions, contests, thus assisting in the exposure of the brand.Companies can create their profiles and Facebook pages, and allow people and customersthat are also registered on Facebook is their Fans. Fans then start to receive information onpromotions, events and other information that is relevant. A Brazilian company that has used this feature "Fan Pages" of Facebook is aneffective manner is Blue Airlines, which uses this feature to offer deals on airline ticketsshould be purchased on its Web site. As a way of controlling these pages, Facebook sendsa weekly basis to the owners of these pages with a report of the accesses made. 12
  • 13. The big rock bands like Coldplay, U2, Keane, The Killers, and others, which also aremanaged as businesses use Facebook as a platform to expose their actions, tours, concerts,programs and other events to your audience and direct traffic and hits to their sites. Facebook is also possible to create groups that bring people together around a commongoal or interest. In the book "The New Rules of Marketing & PR (20), David Scott, wehave the example of the 1st Annual Conference Tattoos of Singapore, which aimed togather initial 5000 people and 120 artists from around the world. This conference was firstlaunched on Facebook with the creation of a group called "Tattoo Artistry," three monthsbefore the event itself. The conference came to be promoted to this group, which quicklyreached 3,000 members, a fact that was very important to reach 15,000 visitors at theevent, ie three times the initially estimated. The groups are also very good for new productlaunches or new versions of existing products. The difference of using Facebook groups for another type of communication such as e-mail merge, is that if these groups are not invade or disrupt the way unwanted users and areonly accessed by people who are interested. Another feature of Facebook is used by the companies paid for clicks on the ads ("cost-per-click"). In this case, each time a user clicks an ad revenue is generated for the site.These ads typically appear on the right side of the page and are used by companies totarget a larger number of users to their pages. Another tool that has revolutionized the social media market, which grew most in 2009was Twitter. This uses a publishing model of information in messages, with up to 140characters, which are sent to those who wish to receive them, which are called followers. 13
  • 14. The "Tweets" or "Feeds" as they are called the publicaçõess should be concise and canbe made from a browser (Internet Explorer, Firefox, Google Chrome, etc), a mobileplatform (mobile or smartphone) or a messaging service. At first many thought that Twitter would be pointless for business, but a fewcompanies were considering their possible applications and therefore more effectivelyusing this tool. Each area of marketing and public relations firms should understandTwitter and how people use this service. A feature of Twitter is Retwitt, what happens when a user finds an interesting Tweetanother user and forwards it to your network of followers, thus making the Retwitt .. TheRetwitt is an indication that a particular user group is interested in a subject and for thisreason should be studied and measured by the companies. The Twittter still allows its users and companies have their pages, which are importantpoints for managing a brand. Twitter has a number of features smaller than Facebook, but should be considered bycompanies in putting together their plan to use social media. The VodafoneUK (21) is an example of a company that makes advanced use ofTwitter. Using this tool Vodafone customers can interact with the customer service andinformation sent by the company related to the maintenance of its lines, the existing priceplans, special offers, etc.. 14
  • 15. Companies are increasingly specializing in using this tool to share news, show yourface to the customer directly contact the customer, get customer feedback on products,services, events, marketing activities in general, promote products or services finally achange in the way of communicating with the public and can react and adjust their actionsand strategies as you getting feedback and measuring the success of their actions. The chart below shows the profile of using Twitter, published in research conducted bythe company Biz, available SocialMediaToday site.Figura 2.4 – Twitter utilization by companies Twitter @ companies Share news 71,9 Show face to customers 63,7 Contact customers 55,1 Obtain feedback from customers 48,6 Offer products to sell 20 Organize meetings 15,3 Mantain contact between managers 5,8 0 10 20 30 40 50 60 70 80 Another social media tool is also widely used Youtube. The Youtube is a video ondemand service on the Internet, which have been discovered and used increasingly bycompanies, musical groups, etc. The Youtube has become a success from the use of fast communication networks,which allow an experience of viewing video on an ongoing basis and with greater quality,no more suffering disruptions due to slow internet connections. 15
  • 16. The development of technologies for encoding digital video also helped to obtain ahigher level of visual quality and audio, making the user experience more interesting.For enterprises, they can create a kind of "channel" on YouTube and its videos availablethrough this channel. A channel on YouTube is an excellent option for humanizing a brandfrom depositions of its employees, showing everyone what real people working in thecompany. Its also good to share the companys shares more transparent, be they related tothe environment, the communities in which companies operate or the market in general. An example of a Brazilian company that already uses this feature is Petrobras (22).Petrobras has its own channel on Youtube (23) in which videos are available on the historyof the company and its employees, the technologies we use and assists in development,social action and citizenship that develops, finally is a new form of communicate with youraudience, keeping it informed about its activities in the market with greater transparency tothe market. With the success of Youtube, many companies found that content available on demandto its employees, and customers can be a way to keep them informed and trained, withoutbearing the costs of travel, lodging, etc., related to classroom training . Thus we can expectover the next few years the emergence of a large number of video projects on demand forlarge companies. The next social media tool that is the highlight LinkedIn. On LinkedIn users open anaccount, register your profile as a curriculum, describes the companies they worked,experience, specialties, interests, awards, etc.. The user invites others to join hisprofessional network and can create and join groups with specific interests. 16
  • 17. On LinkedIn companies can publish their job openings they have open, site users cancanditado for these vacancies and so participate in selection processes. Both companies, ashuman resource consultants using LinkedIn to search for and hire professionals accordingto their needs. With LinkedIn boundaries for recruiting were broken. For example, theDubai company can hire professionals from Brazil, USA, Russia, China or wherever theprofessional profile with the most appropriate. The groups of LinkedIn are also places for publishing product information, informativearticles on general discussions and job offers. Other examples of social media Blogs. Blogs are now tools that allow organizations toput their ideas and actions for the market. Usually, readers of blogs such as face authenticsources of information shared by reputable sources. The blogs should have regularpublications of content and attractive, so that readers are interested in returning to the blog. Blogs are written using specific software that delivers content at the URL of the blog,in order from most recent to oldest .. Publications, also called "posts" can have categoriesand identifiers, thereby making it easier to find content on search engines. In blogs it isalso possible that readers put their comments on the materials, which usually pass beforebeing vetted by a moderator. In the context of Marketing and Public Relations blogs can be used in four differentways: - Easily track what people are talking about your companys market that sells or serveson its products 17
  • 18. - To participate in these talks, putting comments to existing blogs - Work with other bloggers so they write about your industry, company or products - Start conversations, creating their own content and writing your own blog Some companies have well-defined governance rules that specify how your employeescan write about the company or not on their own blogs, if you can comment on blogs ofother people and businesses, what type of content can be posted, and finally a set of rulesto protect them. Another important point to remember is that organizations are using social media needto measure efficiency and effectiveness of their communications. To perform thesemeasurements can be used the following metrics in each social media:• Twitter - number of retwits that characterize engagement, number of followers(followers) that indicate the impact and popularity.• Blogs - number of incoming links that are external links pointing to the companys blog,which indicate the relevance of the blog, number of comments that indicate a rebound.• Youtube - number of views that indicate impact, number of comments indicate rebound.• Facebook - Number of Fans show popularity and relevance; comments on fan pagesindicate rebound. There are tools like HootSuite (24) and Radian 6 (25) that allow you to monitor andtrack all publications that involve your company on Twitter, Facebook, LinkedIn or othersocial media. Using the tool HootSuite can make several searches on Twitter and getinformation that can help since the closure of the business to get a new job. Many 18
  • 19. companies use the services of specialized agencies to monitor what is being said aboutthem on these social media. Another tool that also monitors the use of Twitter is TweetMeter (26), developed by E-LIFE (27). The TweetMeter allows, for example, find out who the tuiteiros (neologism forthose who publish tweets) more influential, what they say and the impact of their messages- how many "retuítes" reach. In the case of a tweet that mentions a specific company, thetool tracks if the comments are positive or negative about the brand and time you are done. 19
  • 20. 3. STRATEGIES FOR SOCIAL MEDIA UTILIZATION AT COMPANIES A survey by Nielsen BuzzMetrics (29) found that "Over 25 percent of the results ofsearches conducted on Google to the top 20 global brands are links to user-generatedcontent. This is bad news for brand managers, who still believe they are the center ofeverything and control everything about a particular brand. Customers, happy or not, arecurrently the biggest generators of content for brands. Another fact found in this research isthat customers are more likely to believe that other customers talk about their websites.The explosion of social media makes planning your companys use, creating a strategy touse is the first step to be taken by the company before any initiative to use unplanned. Withthe mounting of a strategy, the company can decide which social media should start usingand where it should focus its efforts, thus avoiding the waste of resources.There are several consulting firms specializing in social media, such as Expansion (30),iStrategyLabs (31), etc., who already have experience using, good practices and lessonslearned in the field who can bring great value in assembling and tracking of a strategy touse for the company. If the company has a marketing plan, before mounting a strategy of social media isnecessary to revisit this marketing plan to understand the enterprise environment, goals,strengths, weaknesses, opportunities, etc., so that the new plan does not get disconnectedfrom reality and company objectives. During assembly of the strategy for use of social media may emerge that will guideimportant information or update the definitions and actions related to strategic marketing 4 20
  • 21. Ps, which are the Research, partitioning (segmentation), the positioning and prioritization,which are normally defined in terms of marketing . An important question that David Scott puts in his book "The New Rules ofMarketing and PR" (20), is the need to better understand the companys various targetaudiences, build a detailed profile of each group found, to understand what products orservices are best suited to these groups and then prioritize actions. This is a technique thathas long since been assisting the areas of marketing companies and can also be used inplanning the use of social media. Below I list a collection of steps that may help in assembling this strategy by firms,that i’ve gathered in my research:1 – Listen to what they talk about their company It is important for the company to raise what they are talking about it, who is speaking,whether positive or negative, where the talks are being held, which speak in onlinecommunities, which competitors say the company, which content interests more to youraudience, what are the most influential blogs and communities, what are the opportunitiesand threats.2 – Understand the percentage of entries made to a product, brand, organization or anycompany The concept of "Share of Voice" is defined as the number of entries is made about yourbrand, company, organization or product in a niche or a market where it is inserted.Knowing the current position is important to understand where we want to reach. The graph below illustrates a comparison of "Share of Voice" between tennis scoreperformed by the company iStrategyLabs. 21
  • 22. Figure 2.5 – “Share of Voice” – US Market3 – Setting Goals From what is being said and monitored by the company in various social media can setgoals to be achieved with the use of social media. Some common goals can be: to improve the reputation of the brand, increase brandawareness, increase market share, increase sales, build leadership, etc..4 – Identify and monitor blogs and on line e communities Blogs have been shown great importance in disseminating information and for thisreason should be monitored. Must be found the most influential and relevant to businessand industry. These blogs should then be monitored, as well as the online communitiesexisting in sites such as Facebook, Twitter, etc.5 – Identify potential influencers The concept of influence in social media is related to confidence and accuracy thatcertain persons or transmit to other companies. The company should seek to work withbloggers who are influential and convey this assurance to your audience. The 22
  • 23. recommendation of a product by an influencer can change drastically the behavior ofbuyers. The influence can be measured by site traffic, unique visitors, links on your companyor product placed on websites and blogs, reader engagement, time on site,recommendations, retweets, marking sites, links to social networking sites, posts in blogs,comments on websites, etc.6 – Develop a content strategy The availability of content that interests the public is one factor that causes the greatestreturn to a site. Success with social media depends on the quality of content. To achievethe commitment of people is necessary to have good content. The language used should be directed to the public, easy to understand, avoiding jargonthat can not be understood. By monitoring sites like Twitter and Facebook issues may ariseor recommendations that can be made for directing content posted on the companywebsite. Create a content strategy, with updates and issues of interest to the public isessential to obtain good results.7 – Choose the right tools After performing the analysis mentioned above and define the content, the next step isto choose the tools. Typically companies start with blogs, then video channels onYouTube, in Twiter information, etc.. But if most of the talks about the company and itsproducts happens on Twitter, you will need a customized page on this site. These are justexamples, which should be tailored to each company and product. 23
  • 24. 8 – Create a policy for use of social media Create a code of best practices and establish criteria for use of social media areimportant measures to which they are used correctly, preventing the misuse of mediamembers from distorting the companys image, customer dissatisfaction, or other relatedproblems.9 – Create a team of experienced and specialized in social media A team of motivated people and with practical experience in social media is animportant step to success in using these media.10 – Create and deliver content Since it was set up a content strategy, the next step is to produce and deliver. OftenFacebook and Twitter are not enough. In this case it is necessary to create a company blog,an interactive web site with interesting articles, pictures, videos, etc.. Should normally beplaced good articles related to products and services company. The availability ofinteresting articles usually generate links to other sites and blogs that drive to the site ofyour company or your blog.11 – Participate and facilitate conversations with their audiences The social media are different compared to other channels, since they allow postcontent and create conversations with their audiences. The public not only watch thecontent as a TV, but also puts their opinions and issues proactively. One example cited innumerous books and articles is for Microsoft. Not long ago, despite the modernity anddevelopment associated with it, your audience does not see it as a company with which itwas possible to dialogue. Only after hiring Robert Scoble (scobleizer.com) is thatdevelopers and users began to see it as a company engaged with social media. The socialmedia are also important for people to speak well of their products, making positive 24
  • 25. reviews, so that others may be positively influenced. Websites and blogs should havebuttons that allow the articles to share via Facebook, Twitter, RSS, send it to friends,comment, etc, thus facilitating the talks and the transfer of positive information.12 – Measure results It is very important that the use of social media is constantly measured, allowingcorrections to be made every time its use is not bringing the desired results. With the recentcrisis of 2009, companies are more responsive to their budgets, controlling your costsfurther and returns from, so it is not possible to conduct these types of media withoutgenerating positive results. Measurements should be based on the initial strategy,correlating with business objectives. It is noteworthy that this compilation is not definitive and may not apply to all casesextensively, but we know that well-planned developments are more likely to succeed. 25
  • 26. 4. CASES OF SUCCESS S AND BENEFITS Use of Social Media in a planned manner, always monitoring what is being said insocial networks, today has become an important way to maintain a positive brand image ofthe company before the general public and its customers. The computer company Dell Computers (32) reduced to half the negative commentsabout your brand through actions on social media. Since 2007 the division of England fromDell (33) organized a group of senior officers to talk to consumers in blogs and forums. This resulted in a 50% decrease in the number of negative citations. Another case of successful use of social media, using Twitter, was the U.S. division ofDell Computers. Dell has generated millions of dollars in revenue when he started to sellrefurbished items at discount prices from messages posted on Twitter at www.twitter.com /DellOutlet. The posts placed on Twitter directed customers to their site and ended up notonly increasing sales of refurbished, but also increased sales of products from the first row. Dell, All over the world, receives more than 4000 mentions daily on the internet. Thecompany encourages those mentions through an active stance on several social media. Thisincludes personal and corporate accounts on Twitter and a community blog calledDirect2Dell(34). Dell also runs Ideastorm forum that allows consumers to suggest ideas on how toimprove business and products. The community votes on the ideas of consumers eachmonth Dell tries to put into practice the 40 best in your business. As a result the companyhas implemented until now 400 ideas for consumers. 26
  • 27. These two success stories that reflect different divisions of a global company can havetheir programs specific to their needs and audiences, but can also rely on global programs. An example of a successful blog is the blog of Petrobras Facts and Figures (35) whowas chosen by the International Association of Business Communicators - IABC to receivethe 2010 Gold Quill Awards, the category "Excellence", the largest awarded in prizes. Theblog Petrobras competed in Division "Communication Management" category "SocialMedia" under the title: Blog Facts & Data: shifting the paradigm source-press relationship. In the United States, President Barack Obama and his press secretary Robert Gibbsalso maintain profiles on the microblog Tweeter. In April 2010, the profile of Obama (l @barackobama) already accounted for 731 000 and follow 3.6 million followers. BesidesTwitter, the Obama campaign and the government have Facebook profiles and pages ofFans, who helped enough to elect Obama. Another case of successful use of social media comes from the Ford Motor Company(28). She was in Europe an integrated campaign called "Fiesta Movement, built for thelaunch of its new global car with the same name. Ford gave the 100 participants in thissocial network Fiesta Movement for a vehicle driving for six months. These participantsreport their experiences in social media sites. Thus much content being created and Fordgets so much attention and attraction to your new vehicle, which should result in increasedsales. Aiming to prove the benefits that the correct use of Facebook can bring to companies,Nielsen (29) and Facebook held in April 2010, a survey (39) with more than 800,000Facebook users in response to 125 campaigns for 70 brands this site and found promising 27
  • 28. results. This research focused on three types of ads and campaigns on Facebook where thepublic can: 1. Become a "Fan" of a brand from an ad; 2. Become a "Fan" of a brand from an ad and spontaneously recommend this brand, just below the ad; 3. People recommend a brand, they become "Fans" and the text of the recommendation appears on page "News Feeds". As results, the Nielsen found, compared with control groups, the following standardtypes of ads above: • For the first item in the survey, the memory of an advertisement, brand awareness and purchase intent were increased by 10%, 4% and 2% respectively. • For the second item of the survey, the memory of an advertisement, brand awareness and purchase intent were increased by 16%, 8% and 8% respectively • For the third item from the survey, the memory of an advertisement, brand awareness and purchase intent were increased by 30%, 13% and 8% respectively In conclusion, recommendations from friends or partners are more effective than otherforms of advertisements on the media, according to research that shows the tangiblebenefits achieved by companies in using Facebook. Nielsen also raises an importantconcept that is "Media Wins" or "Earned Media" in which people speak positively of yourbrand, company or product without requiring financial outlays by the company andinfluence the decisions of others. 28
  • 29. 5. RISKS INHERENT TO THE USE OF SOCIAL MEDIA A recent case of a company that has experienced problems in the use of social media isthat of Nestle (36) Facebook. Nestle has a page on Facebook where Fans providesinformation about their products, recipes, articles relating to food and cooking in general.Recently, Nestle has been accused of using suppliers on this page that caused deforestationand felling of forests in South Asia to plantations that produce palm oil, and this accusationled to protests from some people on the page and on various sites on the Internet. In this case Nestle said on Facebook and on their website, but people thought the toneof the response was rude and authoritarian, while the best would be more polite, apologizeand tell what was right and what was being done to correct possible problems. Another company that had problems with the use of social media was VodafoneUKthat a poorly worded response to a question in the service of online conversations andsome grammatical errors, was considered offensive by customers and generated a series oftweets problematic for the company . In these cases the attack, the qualifications of staff and relationships with customerswho do make a difference in response time of the attack. People using social media,Twitter, Facebook, or any other, should be prepared for these situations and the actions tobe taken should be discussed with the team responsible. The staff must have experience inusing these media, be trained and follow a policy and processes that facilitate themanagement of crisis situations In the case of Vodafone, the rapid, transparent and accurate the company was crucialto address quickly what was happening. The important thing in this case was that the replywas the same media. 29
  • 30. A case in Brazil messaging ordnance against a brand was the Ovomaltine (37), afterwhich no longer manufacture the kind Swiss chocolate, received mixed reviews. Wasnecessary in this case that the area of marketing to get in touch quickly with customers andcommunities to clarify that only one product and not the entire product line was beingdiscontinued. Currently social coordinated attacks are a major concern of firms for social media. Fanthe pages of Facebook can be an easy target for groups who want to tarnish the image ofyour company. Fan Pages are an option for opponents of the company to put their views.Another possible danger is the locking feature on the pages of Facebook. We reported acase series, including a website SocialMediaToday, (38) that had some features of theirpages blocked by the administration of Facebook, without any return to clarify the reason.Relying exclusively on one of these social networks may not be the best strategy.Companies can use these third-party tools, but should build and use their own, thusavoiding a dangerous dependence and the risk of a blackout in the media. For these reasons have a strategy, develop an action plan, a usage policy, a budget anda reasoned plan responses to crises are necessary actions for companies that are embracingsocial media to succeed and reduce the risks involved. 30
  • 31. 6. CONCLUSIONS Podemos dizer que as mídias sociais são novas ferramentas de marketing, que vãoconviver e se integrar cada vez mais com as ferramentas e mídias tradicionais utilizadas hámuito pelas empresas. Seu poder está na capacidade de interagir com os diversos públicos,sem causar interrupções e permitir que o seu público se comunique com a sua empresa. As empresas que adotarem de forma planejada o uso destas mídias poderão obter cadavez mais informações importantes sobre comportamento dos clientes, necessidades deprodutos ou serviços e tomar as medidas de forma mais rápida possível para atender estasnecessidades dos seus públicos e buscar maior receita. As mídias sociais também estão auxiliando a direcionar não somente o tráfego para ossites web das empresas, como também direcionar audiência para TVs, filmes, e outrasformas de entretenimento. Entender, utilizar e integrar as mídias sociais em seu dia a dia passa a ser um novodesafio para as empresas e suas respectivas áreas de marketing. We can say that social media are new tools of marketing, who will live and integratemore with traditional media and tools that have been used by businesses. Its power lies inits ability to interact with various publics, without disruption and allow your audience tocommunicate with your company. Companies that adopt a planned use of these media may obtain more importantinformation about customer behavior, needs, products or services and take measures asquickly as possible to meet these needs of their audiences and get more revenue. 31
  • 32. The social media are also helping to drive not only traffic to the websites ofcompanies, but also target audience for TV, film and other forms of entertainment. Understand, utilize and integrate social media into your day to day becomes a newchallenge for companies and their respective marketing areas. 32
  • 33. REFERENCES1. Linkedin - www.linkedin.com2. Facebook - www.facebook.com3. Plaxo - www.plaxo.com4. Orkut - www.orkut.com5. Twitter - www.twitter.com6. Kottler, P – Marketing Administration7. Myspace - www.myspsace.com8. Blogger - www.blogger.com9. Yammer - www.yammer.com10. Youtube - www.youtube.com11. Flickr - www.flickr.com12. Vimeo - www.vimeo.com13. Wikipédia - www.wikipedia.com14. PBWorks - www.pbworks.com15. Wetpaint - www.wetpaint.com16. Digg - www.digg.com17. Dellicious - www.dellicious.com18. Comming change in Social Media Business Applications (Pesquisa) -http://socialmediatoday.com/submitform/socialmediabusinesswhitepaper50109/?reference=smt_badge19. SocialMediaToday - www.socialmediatoday.com20. Scott, David - The New Rules of Marketing and PR -http://www.amazon.com/New-Rules-Marketing-PR-Releases/dp/0470547812/ref=sr_1_1?ie=UTF8&s=books&qid=1271520013&sr=1-121. VodafoneUK - http://online.vodafone.co.uk22. Petrobras - www.petrobras.com.br23. Canal Petrobras no Youtube - www.youtube/canalPetrobras24. Hootsuite - www.hootsuite.com25. Radian 6 - www.radian6.com 33
  • 34. 26. Tweetmeter - http://www.slideshare.net/Elife2009/tweetmeter27. E-LIFE - www.elife.com.br28. Ford Motors - www.fordmotors.com29. Nielsen BuzzMetrics –http://en-us.nielsen.com/tab/product_families/nielsen_buzzmetrics30. Expansion Plus Consulting - www.expansionplus.com31. iStrategyLabs - www.iStrategyLabs.com32. Dell Computers - www.dell.com33. Dell Computers UK - www.dell.co.uk34. Blogs Dell Direct2Dell –http://en.community.dell.com/dell-blogs/b/direct2dell/default.aspx35. Blog Petrobras Fatos e Dados - www.blogspetrobras.com.br/fatosedados36. Nestlé - www.nestle.com37. Ovomaltine - http://www.ovomaltineforever.com.br/38. Facebook blocks - http://www.socialmediatoday.com/SMC/18524539. Survey Nielsen e Facebook –http://en-us.nielsen.com/etc/medialib/nielsen_dotcom/en_us/documents/pdf/social_media_reports.Par.1435.File.dat/SocMediaImpressions_US_rpt_4.19.10.pdf 34