DIM Lecture 8 Communities and Relationships
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DIM Lecture 8 Communities and Relationships

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these slides provide a brief introduction to how digital media can facilitate the development of communities and relationships.

these slides provide a brief introduction to how digital media can facilitate the development of communities and relationships.

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DIM Lecture 8 Communities and Relationships DIM Lecture 8 Communities and Relationships Presentation Transcript

  • 8
  • learning objectives... evaluate the benefits and limitations of technology such as e-CRM, databases, social media
  • forums tribes connected by…leaders
  • Site Audience (000’s) Pages per person Time spent per personGoogle 33,672 203 1 hour 28 minsFacebook 26,054 841 6 hours 55 minsMSN/Windows Live/Bing 25,111 135 1 hour 21 minsBBC 20,451 72 46 minsYahoo! 19,997 115 1 hour 9 minsYouTube 18,772 137 1 hour 34 minsAmazon 17,080 53 26 minseBay 16,377 236 1 hour 53 minsAsk 10,865 13 6 minsAssociated Newspapers(Mail Online,METRO.co.uk, Jobsite ,Teletext Holidays, This IsMoney) 8,310 29 25 mins
  • of communication encode decodesender message receiver
  • of communication encode decodesender message receiver
  • Mass Media opinion leaderreceiver receiver receiver receiver
  • Mass Media opinion leaderreceiver receiver receiver receiver
  • directly linked to Web2.0 – the social web
  • • We don’t want to • Technology has be talked at given individuals (monologue) but and markets talked with power over (dialogue) products and producers Expect a Power Dialogue Shift Changing Listening Corporate and Norms Observing • New ways of • We live in an communicating ‘attention don’t mesh with economy – the corporate competing for norm attentionBaines, Page and Kelly (2010)
  • New customer Returning customerOnline provision B idealTraditional provision A preferred
  • 1. customer selection target marketing specific segments 2. customer acquisition promotional campaigns – online and offline incentivisation 3. customer retention employees committed to adding value to customer experience 4. customer extensionbuilding the share of the customer expenditure
  • high lowhighlow
  • customers who show potential to become more valuable customers. (Chaffey et al., 2006, p.260).
  • AdvocatesLoyal Followers
  • chat rooms… community creation. the key here is that they canallow people with common interests to interact
  • web call back … allows customers to enter their numbers and be called by a companyrepresentative (Bradshaw & Brash, 2001)
  • personalisation incentivisation… loyalty schemes and sales promotions
  • how much revenue (profits) do they contribute?
  • the DPA acts to restrict this – it is, in fact, illegal
  • credibility communicationaccess
  • apple
  • • http://hbr.org/2009/04/getting-brand-communities-right/ar/1• http://www.brandchannel.com/features_effect.asp?pf_id=159• http://wearesocial.net/blog/2010/08/building-international-brand-communities/• http://blog.nielsen.com/nielsenwire/global/deal-with-it-discounts-drive-brand-love-on- social-media/• http://blog.nielsen.com/nielsenwire/consumer/how-social-media-impacts-brand- marketing/• Nielsen (2009) The future is bright for online media in The Global Online Media Landscape (Report), April. http://www.nielsen.com [Accessed 15th January 2011]• Chaffey, D. (2011) E-Business and E-Commerce Management London: FT Prentice Hall• Chaffey, D., Ellis-Chadwick, F., Mayer, R. and Johnston, K. (2008) Internet Marketing: Strategy, Implementation and Practice (4th Ed.) London: FT Prentice Hall• Li and Bernoff, 2011. Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business School Press.• Gosnay, R., Carroll, A. and Richardson, N (2010) A Quick Start Guide to Social Media Marketing London: Kogan Page• Richardson, N (2010) A Quick Start Guide to Mobile Marketing London: Kogan Page