Social Media & Marketing

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Guest lecture in Dr. Wright's MBA 605 Marketing course at Western Carolina University.

Guest lecture in Dr. Wright's MBA 605 Marketing course at Western Carolina University.

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  • http://mashable.com/2009/06/11/delloutlet-two-million/
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  • From Wikipedia:A hype cycle in Gartner's interpretation comprises five phases:"Technology Trigger" — The first phase of a hype cycle is the "technology trigger" or breakthrough, product launch or other event that generates significant press and interest."Peak of Inflated Expectations" — In the next phase, a frenzy of publicity typically generates over-enthusiasm and unrealistic expectations. There may be some successful applications of a technology, but there are typically more failures."Trough of Disillusionment" — Technologies enter the "trough of disillusionment" because they fail to meet expectations and quickly become unfashionable. Consequently, the press usually abandons the topic and the technology."Slope of Enlightenment" — Although the press may have stopped covering the technology, some businesses continue through the "slope of enlightenment" and experiment to understand the benefits and practical application of the technology."Plateau of Productivity" — A technology reaches the "plateau of productivity" as the benefits of it become widely demonstrated and accepted. The technology becomes increasingly stable and evolves in second and third generations. The final height of the plateau varies according to whether the technology is broadly applicable or benefits only a niche market.

Transcript

  • 1. Social Media & Marketing:
    Giving your customers the microphone…
    Paul M. Di Gangi, Ph.D.
    --------------------------------------------------WCU MBA 605 – Guest Lecture
  • 2. Ways to engage…
    Twitter
    Me: @pmdigangi
    Notes: #WCUMBA605
    The use of Twitter is highly encouraged!
  • 3. Presentation Structure
    Start
    Introduction to Social Media
    Drivers of Change
    Alignment with Business Models
    The Good, The Bad, and The Ugly
    Tips & Advice
    Questions
    Finish
  • 4.
  • 5. Technology that enhances experiences andadds depth to the relationships formed among individuals and/or organizations…
    which is driven by users…
    contributing content.
  • 6.
  • 7. < 1 >
    PeopleChange...
  • 8. Increased
    Interactivity
    ME
  • 9. < 2 >
    Our//0rLD can Change...
  • 10. < 3 >
    Our choices Change...
  • 11. Networked Individualism
    (Wellman et al., 2003)
  • 12. How does this change our marketing strategies?
  • 13. They Evolve...
    3/9/2011
  • 14. Closed Model
    Marketing strategies remain constant, geared towards push-based techniques.
  • 15. Open Model
    Marketing strategies engage in push-pull techniques to gather input and tailor to individual needs for product/service information.
  • 16. Co-created Model
    Marketing strategies geared towards creating a unique experience with a “customer”
  • 17.
  • 18. @DellOutlet has been one of the biggest success stories amongst big companies using social media. For those unaware, @DellOutlet is a Twitter account owned by Dell that tweets out major discounts for Dell computers and products. All of the deals on @DellOutlet are Twitter-exclusive.
    ~ Mashable.com
  • 19. @DellOutlet began in June 2007 as a project initiated by Dell’s Richard Binhammer. Soon though, it started to grow, creating buzz, retweets, and a steady rise in followers.
    ~ Mashable.com
  • 20. Evian Commercial
  • 21. Evian Remixed Commercial
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. Success?
  • 28.
  • 29. Thank You for Engaging
    Contact @ pdigangi@gmail.com | Website @ www.paulmdigangi.com
    Modified version of these slides will be available @ www.slideshare.com/pmd06c