Social Media
Marketing
Jacob Orquin PhD researcher
Aarhus School of Business

Social media marketing
thematic overview
1. Background knowledge
2. Social media strategies
3. Methods and processes
4. Measuring social media
5. The Quorn case

Key takeaways
 Forget about control, you can only hope to
influence social media.
 Never mind the buzz: social media must
meet the same requirements as other
marketing activities.
 Remember that there is (still) lacking
consesus on social media phenomena
 Little or no research on social media
 Still no stable methods in social media
marketing

Background knowledge
understanding social media phenomena
1. Network economy
2. Social interaction and social roles
3. Social feedback cycle
4. Social media categories

Network economy
What positive network effects could your
company benefit from?

Social interaction
Drivers of social interaction on the web:
 Maintain friendships
 Meet new friends and build new relations
 Social pressure from peer group
 Altruism and sharing
 Creativity and playfulness
 Validation and expertise
 Economic incentives
Why would you participate in a social media?

Social roles
Who would you want to activate through social
media marketing?
 Salesmen
 Mavens
 Connectors

Social feedback cycle
The social feedback cycle adds an extra
dimension to exsisting consumer purchase
models like AIDA

Social feedback cycle
Decision making influenced by social media
cyclus by Constantinides and Fountain (2008).

Social media categories
There is still no strong consensus on the
categorization of social media

Social media strategies
putting social media to work
1. Listening
2. Talking
3. Engaging/energizing
4. Supporting
5. Innovation

Listening through social media
 What does you brand mean to your customers?
 Understand how the talk changes
 Save analysis resources while increasing insights
 Identify the sources of influence
 Manage PR crises
 Generate new product ideas

Talking through social media
 Viral marketing
 Involvement in social networks
 Corporate blogging
 Create a community
Nokia viral video Procter & Gamble’s
beinggirl.dk
Microsoft employee blog

Engage and energize through
social media
Do you have loyal or enthusiastic customers
that would endorse your brand?
 Reviews and communities
How can you create value for your customers
that enhances product experience?
 Social networks end platforms
Telmore to Telmore Trustpilot company
application Roskilde Festival camp
reviews and ratings
planner application

Small difference - huge effect
One of these facebook
applications outperformed the
other more than 10 times.
Can you guess which one and
why do you think so?

Supporting through social media
Help customers help themselves; create a
unique value proposition and lower support
costs simultaneously.
Lundbeck Pharma’s
ican.co.uk is meant to
support and assist
patients suffering from
depression

Innovation through social media
My Starbucks Idea
community
Lego Mindstorms
community

Methods and processes
managing social media marketing
1. Forrester’s POST model
2. Dave Evans’ approach
3. DMAIC and KPI anchoring

Forrester’s POST model
people Who are they and what are your
customers ready for?
objectives What objectives should you aim at?
strategy How will you acomplish your goals?
technology What apllications should you use?
The Forrester model is strong on identifying possible
strategies but weak with regards to intelligence and
measurement

Dave Evans’ approach
Simple overview:
I. Analysis of social feedback cycle, touchpoint
mapping, Net Promoter Score
II. Mapping of social media channels
III. Identify business goals, KPI’s and ROI for
social media campaigns
IV. Write the social media marketing plan
Evans’ model is strong on gathering intelligence but weak
with regards to implementing strategies.

Six sigma - DMAIC
6σ is too focused on quality control but is strong
on anchoring KPI’s to the marketing process.
Could we integrate this in social media
marketing?

Measuring social media
measuring social media marketing
1. Measuring content
2. Measuring relevance
3. Measuring impact
4. ROI on social media marketing

Measuring social media
What and where to measure?
1. Social media monitoring (content)
2. Web analytics (relevance)
3. Pipeline metrics (impact)

Measuring content
What are they talking about and how much are
they talking?
Social media monitoring: Buzzmetrics,
Cymphony, Google blogsearch, Blogpulse.com
Facebook Lexicon Blogpulse.com
Google blogsearch

Measuring relevance
Do social media activities lead to any increase in
interest or user engagement on corporate web
site or in search activity?
Google analytics
Google insights

Measuring impact
Do the increased interest and engagement
generate sales leads or increased turnover?
Focus on conversion rate
and average sales value.

ROI on social media marketing
42 % - 100 % ROI during first year, perhaps
you should invest in stock options instead?

The Quorn Case
using the POST method
1. People
2. Objectives
3. Strategy
4. Technology

The Quorn case
Following the POST method:
People: who are they?
Objectives: should we listen or talk to them?
Strategy: how do we reach our goals?
Technology: what applications should we use?
Meat free frozen foods
introduced in the British
market in 1985, US
market 2002

POST - People
Social technology profile
forrester.com/Groundswell/profile_tool.html

POST - People

POST - People
Yes they are already out there discussing your
products whether you like it or not!
A positive discussion of A group who thinks that
Quorn on Facebook Quorn is an evil nazi
product
A group who wants to A positive discussion on
make Quorn vegan a Danish vegetarian
forum

POST - Objectives
What would be interesting and and the same
time feasible for Quorn?

POST - Strategy
How should we engage our customers and how
should this relationship develop over time?
1. Start small but think big
2. Engage and include the managers

POST - Technology
What applications do we want to use?
Where are the customers and how do we want
to reach them?

Contact
Feel free to contact me:
M: +45 2217 8621
T: +45 8648 6884
F: +45 8615 3988
E: jalo@asb.dk
W: www.asb.dk/staff/jalo
Contact me on
www.linkedin.com/in/orquin