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  • 1. social media marketing 1
  • 2. social media marketing (D.B.A) THE JOINT DOCTORAL PROGRAM IN BUSINESS ADMINISTRATION (JDBA) e-Commerce ◦ “ Facebook” ◦ Social Media ◦ “Marketing Click” 2
  • 3. social media marketing . ◦ 081-9758189 ◦ www.facebook.com/doctorpisek ◦ pisek@yahoo.com ◦ Twitter @doctorpisek ◦ Web Site www.doctorpisek.com 3
  • 4. social media marketing 2,000 “ ” 4
  • 5. social media marketing Usenet News News group 1979 Tom Truscott Jim Ellis Bulletin Board System (BBS) – 1979 – 1995 Ward Christensen 5
  • 6. social media marketing 6
  • 7. social media marketing World Wide Web (WWW) 1994-1995 BBS Forum BBS 7
  • 8. social media marketing 8
  • 9. social media marketing 9
  • 10. social media marketing 10
  • 11. social media marketing Nielsen Global Online Consumer Survey ◦ 90% ◦ 70% ◦ 62% ◦ 61% 11
  • 12. social media marketing – 12
  • 13. social media marketing – 13
  • 14. social media marketing – Viral Marketing Mass 14
  • 15. social media marketing -
  • 16. social media marketing –
  • 17. social media marketing Social Media Viral
  • 18. social media marketing Social Media ◦ Blog – ◦ Twitter Micro-Blog - Post 140 18
  • 19. social media marketing Social Media ◦ Social Network - Brand Application CRM Pages Group 19
  • 20. social media marketing Social Media ◦ Media Sharing - upload 20
  • 21. social media marketing Social Media ◦ Forum - Social Media 21
  • 22. social media marketing Brand Equity – 4 22
  • 23. social media marketing Brand Awareness – Brand 23
  • 24. social media marketing Brand Awareness – Brand 24
  • 25. social media marketing Brand Awareness – Brand 25
  • 26. social media marketing BrandAwareness – SnickersThailand – “ ” Snickers 3 SM L Fan 10,000 4 1000,000 10 26
  • 27. social media marketing Brand Awareness – Brand 27
  • 28. social media marketing Brand Awareness – Virgin Hitz – Social Media 2553 Virgin Hitz BB 60 3 Fan 27,000 120,000 28
  • 29. social media marketing Brand Awareness – Brand 29
  • 30. social media marketing Brand Awareness – Ford Fiesta – “Love Fiesta…Snap it Now” fiesta Facebook Ford Fiesta Like 38,000 30
  • 31. social media marketing Perceived Quality – 31
  • 32. social media marketing Perceived Quality – 32
  • 33. social media marketing 33
  • 34. social media marketing Perceived Quality – KTC www.ktcworld.co.th Blogger KTC Blogger 34
  • 35. social media marketing Perceived Quality 35
  • 36. social media marketing Perceived Quality 36
  • 37. social media marketing Brand Association – Brand Identity ◦ / ◦ ( 37
  • 38. social media marketing Brand Association 38
  • 39. social media marketing Brand Association – Dove – “ ” 1 Like Fan 39
  • 40. social media marketing Brand Association 40
  • 41. social media marketing Brand Association 41
  • 42. social media marketing Brand Association – Loft Travel – Trip Loft “Loft LV 2011 Campaign” Louise Vitton 42
  • 43. social media marketing Brand Loyalty – CRM Brand Loyalty ◦ ◦ 43
  • 44. social media marketing Brand Loyalty – USA 44
  • 45. social media marketing Relationship – 5 ◦ ◦ ◦ ◦ 45
  • 46. social media marketing Relationship – CRM 5 ◦ Facebook Twitter ◦ 46
  • 47. social media marketing Relationship – CRM 5 ◦ – SMS Facebook Twitter Wall 47
  • 48. social media marketing Social CRM – KLM KLM Surprise Schipol Check-in Foursquare 48
  • 49. social media marketing 49
  • 50. social media marketing Social CRM – Starbucks Check-in Mayors Frappucino U$ 1 50
  • 51. social media marketing – Paul Chaney 3 ◦ Share of Voice – ◦ Tone of Voice – 51
  • 52. social media marketing – Pantip.com – ◦ ◦ ◦ 52 ◦
  • 53. social media marketing 53
  • 54. social media marketing – Blog – Blogger www.blogpulse.com blogsearch.google.com 54
  • 55. social media marketing Blogsearch.google.com 55
  • 56. social media marketing Google Keyword Google Alert e- mail Blog, Twitter, Forum YouTube 56
  • 57. social media marketing 57
  • 58. social media marketing – Facebook – Facebook Post by friend Post by everyone 58
  • 59. social media marketing 59
  • 60. social media marketing – Twitter – Twitter Facebook Influencer Twitter Search 60
  • 61. social media marketing 61
  • 62. social media marketing Monitoring
  • 63. social media marketing Monitoring
  • 64. social media marketing Social Media 64
  • 65. social media marketing Dell Hell ◦ 2005 Jeff Jarvis Dell Dell ◦ Jarvis “Dell Hell” Blog Blogger ◦ Dell Jarvis 65
  • 66. social media marketing Dell Hell ◦ Blog Dell ◦ Dell (1) 150 (2) Blog 3 Direct2Dell 66 Dell Studio IdeaStrom
  • 67. social media marketing 67
  • 68. social media marketing – ◦ Twitter Facebook Pantip.com 68
  • 69. social media marketing – ◦ ◦ 69
  • 70. social media marketing – ◦ Social Media   Social Media 70
  • 71. social media marketing 71
  • 72. social media marketing 72
  • 73. social media marketing PJUK SCB Pantip ◦ PJUK ◦ ◦ 73
  • 74. social media marketing 74
  • 75. social media marketing 75
  • 76. social media marketing 76
  • 77. social media marketing Call Center Twitter ◦ Call Center – (Passive Customer Service) 77
  • 78. social media marketing 78
  • 79. social media marketing DTAC – “ A_OmO: Dtac E ” A_OmO Twitter 79
  • 80. social mediamarketing Social Media
  • 81. social mediamarketingAgency Mass SocialMedia Individual
  • 82. social media marketing◦ GTH ◦ Facebook Fan (Engagement) Fan GTH Twitter Real- 82 ◦
  • 83. social media marketing 83
  • 84. social media marketing
  • 85. social media marketing
  • 86. social media marketing
  • 87. social media marketing
  • 88. social media marketingTwitter Micro-Blog 140Follower Account Twitter Channel Real-Time
  • 89. social media marketing --- --- --- ---
  • 90. social media marketing Twitter – L77   L77 Blink7 Twitter 90
  • 91. social media marketing Twitter – L77  Social Media 91
  • 92. social media marketing Twitter – Nokair
  • 93. social media marketing Twitter – BestBuyCondo
  • 94. social media marketing 94
  • 95. social media marketing ◦ 95
  • 96. social media marketing - - - 96
  • 97. social media marketing - - - - 97
  • 98. social media marketing--- - Facebook Page 98
  • 99. social media marketing – Fan Like 99 Like
  • 100. social media marketing Brand ???? ◦ 100
  • 101. social media marketing“ ” “ ” 101
  • 102. social media marketing 2(1) 102
  • 103. social media marketingVolVo “ ” 103
  • 104. social media marketingM-150 M-150Louis Vitton 104
  • 105. social media marketing- (Brand Promise)- 105
  • 106. social media marketing ◦ 106
  • 107. social media marketing--Call Center Telewiz ◦ 107
  • 108. social media marketing----- ◦ 108
  • 109. social media marketing ◦ 109
  • 110. social media marketing(Emotional Differentiation) ◦ 110
  • 111. social media marketing “ ” “ ”- “ ” “ ”- ◦ 111
  • 112. social media marketing MK ◦ 112
  • 113. social media marketing MK ◦ 113
  • 114. social media marketing FacebookPage- (Brand Promise) “ ”-“ ” Facebook Page - Loveis - Facebook ◦ 114
  • 115. social media marketing BrandPromise 3 M-150, Brand Promise-M-150- ◦ 115
  • 116. social media marketing M-150 FacebookPage- , , , ,--- ◦ 116
  • 117. social media marketing FacebookPage---- ◦ 117
  • 118. social media marketing Kotler & KellerPositioning “ ” - ◦ 118
  • 119. social media marketing Ready M-150, ,- ◦ 119
  • 120. social media marketing ◦ 120
  • 121. social media marketing Ready Facebook Page- -- -- - ◦ 121
  • 122. social media marketing Facebook PageReady ( ) Ready-- ◦ 122
  • 123. social media marketing“ ” Facebook Page “ ” - - - - ◦ 123
  • 124. social media marketing“ ” Facebook Page - - “ ” - ◦ 124
  • 125. social media marketing ◦ 125
  • 126. social media marketingM&M Facebook Page- Profile Facebook Page- Fan ◦ 126
  • 127. social media marketing- ◦ 127
  • 128. social media marketing ◦ 128
  • 129. social media marketing ◦ 129
  • 130. social media marketingCustomer Engagement - (Brand Loyalty) Brand’s Summer Camp, ◦ 130
  • 131. social media marketingCustomer Engagement Brand Facebook - “Friend get Friends” Fan Air Asia -Window Ford Fiesta – ◦ 131
  • 132. social media marketing FacebookMarketing “ ” ◦ 132
  • 133. social media marketing Facebook Page-- “ ” 5 ◦ 133
  • 134. social media marketingBETTER Model -Brand Personality -Emotional Connection -Target Audience -Two-Way Communication -Exponential Element -Reach ◦ 134
  • 135. social media marketingBETTER Model – iEducation -Target Audience – 4-6 -Brand Personality – ◦ 135
  • 136. social media marketingEmotional Connection - - - ◦ 136
  • 137. social media marketingEmotional Connection Facebook Page - Video - ◦ 137
  • 138. social media marketing-Exponential Element – Like, Share News Feed-Reach – ◦ 138
  • 139. social media marketing Community Community Social 139
  • 140. social media marketing Community www.siamfitness.com ◦ ◦ ◦ 140
  • 141. social media marketing Community – Sleepless Garden 141
  • 142. social media marketing 142
  • 143. social media marketing SleeplessGarden Facebook Community ◦ ◦ Photo ◦ Feedback ◦ 143
  • 144. social media marketing – John and Johnson’s online community (www.babycenter.com) – Community Tina Sharkey Baby Center 144
  • 145. social media marketing 145
  • 146. social media marketing (Loyalty Program) Social Media – Loyalty Program 146
  • 147. social media marketing JetBlue – Go Places Facebook Application www.facebook.com/jetblue Check-in JetBlue Facebook Place 147
  • 148. social media marketing 148
  • 149. social media marketing Hyatt Community Site Gold Passport Member Hyatt 149
  • 150. social media marketing 150
  • 151. social media marketing Sansiri ◦ LOVE IS ◦ ◦ 151
  • 152. social media marketing 152
  • 153. social media marketing 153
  • 154. social media marketing 154
  • 155. social media marketing Sansiri Twitter Follower “ 2.1” 10 Twitter Account @sansiriplc Follower 155
  • 156. social media marketing 156
  • 157. social media marketing 157
  • 158. social media marketing Facebook Group Community Exclusive Member Facebook Page 158
  • 159. social media marketing Facebook Group 3 ◦ Open – Group ◦ Closed – Group 159
  • 160. social media marketing Facebook Group – Facebook Group ◦ ◦ ◦ 160

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