Social media theories and the practice - case analysis

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A collection of social media theories and case analysis of Fiat, Volkswagen, and Toyota.

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Social media theories and the practice - case analysis

  1. 1. SOCIAL MEDIA<br />THEORIES<br />BEHIND THE SCENES<br />A COLLECTION OF THEORETICAL FRAMEWORKS EXPLAINING THE SUCCESFUL MARKETING<br />
  2. 2. MARKETING IS NOT ABOUT<br />SELLING STUFF, IT’S ABOUT<br />GIVING THE PARTICIPANT<br />A REASON TO BUY STUFF.<br />Source: slideshare.net/helgetenno/post-digital-marketing-2009<br />
  3. 3. Be interesting<br />Stand out<br />Listen & react<br />THREE ELEMENTS OF SUCCESFUL SOCIAL MEDIA INTERACTION<br />Source: PatrikPersson, Great Works<br />
  4. 4. Product<br />Place<br />Price<br />Promotion<br />P<br />P<br />P<br />P<br />E<br />E<br />E<br />E<br />Experience<br />Everyplace<br />Exchange<br />Evangelism<br />THE ENGAGEMENT STRATEGY: 4 E’s OF MARKETING<br />Source: ogilvy.com/on-our-minds/articles/the_4e_-are_in.aspx<br />
  5. 5. Marketing<br />HR<br />Sales<br />Board<br />R&D<br />PR<br />Client service<br />SOCIAL MEDIA AND DIGITAL INTERACTION SHOULD INITIALLY BREAK THE SILOS <br />AND MAKE ALL THE FUNCTIONS OF THE ORGANIZATION TO COLLIBRATE<br />
  6. 6. BRANDS NEED TO SEE THEMSELVES<br />AS VALUE CREATORS, ADDING<br />VALUE TO CONTEXTS WHERE<br />THEIR VALUE IS APPRECIATED<br />AND NEEDED.<br />THE NEW MARKETING ECONOMY IS ABOUT<br />UNDERSTANDING THE CONTEXT AND ADDING DELIBERATE VALUE <br />Source: slideshare.net/helgetenno/context-value-the-new-marketing-economy<br />
  7. 7. THE STRUCTURES OF COOPERATIVE DIGITAL ARENAS ARE<br />TRANSFORMING CONTENT PRODUCERS<br />TO CONTEXT PRODUCERS<br />THE NEW MARKETING ECONOMY IS ABOUT<br />UNDERSTANDING THE CONTEXT AND ADDING DELIBERATE VALUE <br />Source: slideshare.net/helgetenno/a-bigger-idea-branded-context-and-brand-situations<br />
  8. 8. Source: slideshare.net/helgetenno/when-the-marketing-becomes-the-product<br />
  9. 9. TO BE SUCCESSFUL<br />A BRAND’S STORY MUST CONNECT<br />WITH A LARGER CONVERSATION<br />THAT’S HAPPENING IN THE CULTURE<br />Source: (Alex Bogusky & John Winsor, Bakedin)<br />
  10. 10. HOW<br />THE BUSINESSES DID IT?<br />A ROUGH COMPARISON OF THEORETICAL FRAMEWORKS AND BUSINESSES APPEARANCE <br />VOL 1: CAR MANUFACTURERS FIAT, VOLKSWAGEN, AND TOYOTA.<br />
  11. 11. GENERALLY FIAT ONLINE APPEARANCE IS EXTENSIVE, ALTHOUGH BIT LIMITED BY CONTENT<br />DIVERSITY. HOWEVER, THE CONTENT SPLITS UP IN TWO CONCEPTS: GENERIC SOCIAL MEDIA<br />UTILIZATION AND THE ECODRIVE CONCEPT. LATTER REPRESENTS AN INTERESTING APPROACH<br />TO CONNECT THE PHYSICAL WORLD (A CAR) TO ONLINE AND SOCIAL COMMUNITY.<br />
  12. 12. EcoDrive concept<br />EcoDrive Fleet (B2B)<br />YouTube videos<br />Ecoville community<br />EcoDrive @ FB<br />Corporate page<br />Car introductions<br />Collects SoMe feeds<br />Fiat.com<br />Fiat on the Web<br />Fiat @FB<br />Fiat @Twitter<br />Campaign pages<br />Fiat @YouTube<br />Fiat @Flickr<br />Photos from car sport eventsand consumer events mainly<br />Car sport and motor showvideo content mainly<br />Regular updates<br />Mainly linking own content<br />No specific updates<br />Fans writing on the wall<br />Car model specificpages, e.g. fiat500.com<br />
  13. 13. EcoDrive is an interesting and so far unique innovative concept connecting industrial products(a car) to online experience and community. However neither EcoDrive nor Fiat main brand show attitude towards collaboration. Yes, there exists Ecoville community for EcoDrive users. But otherwise e.g. FB wall comments seem quite unnoticed by Fiat. <br />2/3<br />Product to Experience: Fiat EcoDrive seems to aim creating a value beyond traditional cars.<br />Place to Everyplace: theoretically your laptop makes EcoDrive everyplace. But in practice? <br />Price to Exchange: people still pay for the cars and services. Don’t they?<br />Promotion to Evangelism: FB followers ain’t evangelists. Ecoville could be a promising platform.<br />P<br />P<br />P<br />P<br />1/4<br />Fiat EcoDrive seems to be a step towards cross-silo co-operation, as the EcoDrive requires aUSB plug-in in the car and up-to-date car software. Furthermore, EcoDrive mentions that thesoftware can be updated by the official Fiat car service.<br />1/1<br />E<br />E<br />E<br />E<br />Indeed the EcoDrive story connects to a larger conversion: CO2 emissions and global warming.Whether it’s a passé or a must by now, will not be considered here.<br />LARGER<br />CONVERSATION<br />1/1<br />EcoDrive manages to create some additional value simply by providing a chance to learn tobecome better (read environment friendly) driver. Or learning to save fuel. So a stand point for actual and monetary, not only “happy feeling” value exists.<br />1/1<br />VALUE<br />CREATION<br />Total points 6/10<br />
  14. 14. GENERALLY, VW IS RELATIVELY ACTIVE IN SOCIAL MEDIA, BUT AT THE SAME TIME<br />THEIR WEB PRESENCE IS CONFUSING. LOCALIZED COUNTRY PAGES ARE FOLLOWED BY<br />SEVERAL DIFFERENT CAMPAIGN SITES WITH MORE OR LESS SOCIAL ELEMENTS. LANDING<br />RANDOMLY ON A SITE MAKES YOU UNDERSTAND NOTHING. BUT THE ELEMENTS OF <br />INTERESTING COLLABORATION AND ADDED VALUE MIGHT EXIST THERE.<br />
  15. 15. Volkswagen international<br />Corporate page<br />Car introductions<br />App contest<br />VW @ Twitter<br />The people’s reviewer<br />Collaboration campaign<br />Active commenting,linking own content<br />Social media campaign<br />…<br />VW.com<br />Volkswagen.co.uk<br />Country pages<br />Model campaign pages<br />Country pages<br />Model campaign pages<br />VW @ YouTube<br />Newest vids mainly US ads from punch buggy campaign <br />Campaign elements<br />E.g. blog and Twitter feed<br />VW @ FB<br />VW @ FB other page<br />VW @ FB by fans<br />Most professional andover 368.000 likes<br />Active wall posting anddiscussion<br />Significant amount ofpage likes / fans<br />
  16. 16. Several campaigns (that also utilize social media functionalities) could be argued to be innovative and interesting- but only from advertising or message discipline perspective. Collaboration does not occur site and business wide, but there are some good examples (App contest, People’s reviewer, and active FB & Twitter commenting) of steps taken towards making consumers to participate.<br />2/3<br />Product to Experience: marketing activities themselves won’t change the (car) user experience.<br />Place to Everyplace: experience still occurs between the car seat and the wheel.<br />Price to Exchange: competition winners could be rewarded with a car, but not in those cases found.<br />Promotion to Evangelism: Having extensive FB pages created by fans is a great step towards future.<br />P<br />P<br />P<br />P<br />1/4<br />No breaking of the silos can be seen. App contest provides developers with API to data fetched from individual cars. However this seems like just put together by an engineer for the marketing people, having no actual functionality between the silos. No actual cross-silo marketing activity exists so far.<br />0/1<br />E<br />E<br />E<br />E<br />Again, from advertising and message perspective VW manages to connect the story to bigger picture (e.g. FB & soccer, People’s reviewer & consumerism). However, the big picture - the product does not connect to larger conversation by the marketing activities reviewed for this slideshow.<br />LARGER<br />CONVERSATION<br />0/1<br />Where a strong brand might create a psychological value for a dude driving a VW, the marketing activities reviewed here could be described as value creators. Maybe closest try is by People’s reviewer campaign, where a person thinking of buying a VW Tiguan might have gotten useful peer comments and insights for their purchase. But that’s nothing that Google would have not done.<br />0/1<br />VALUE<br />CREATION<br />Total points 3/10<br />
  17. 17. AFTER GOOGLING TOYOTA AROUND, YOU DEFINITELY GET AN AMERICAN FLAVOUR.<br />TOYOTA ONLINE PRESENCE SEEMS TIDY AND FORMAL, SUPPOSEDLY AFTER SOME SOCIAL<br />MEDIA HEADACHES (bit.ly/bSbQUV). DISCUSSION PLATFORMS, YOUTUBE AND TWITTER<br />ALL SEEM SILENT AND GENERIC, BUT SEVERAL CAR MODELS OCCUPY A FACEBOOK PAGE.<br />CONSUMERS AND TOYOTA FANS SEEM ACTIVE IN POSTING ON THE WALL. BUT WHERE<br />IS TOYOTA? APPEARING YES ON GAMES, APPS, AND RANDOM GIFTS, BUT… PARTICIPATION? <br />
  18. 18. Toyota @ YouTube<br />Toyota.com<br />Mainly ads & PR vids<br />US page for Toyota cars<br />Toyota conversations<br />Behind the wheel<br />Discussion forum moderatedby Toyota, content mainly news<br />Blog style content / news,no possibility to participate<br />Toyota @ Twitter<br />Toyota @ FB<br />Mainly news and info<br />Several official FB pages<br />Corolla<br />Toyota USA<br />4runner<br />Basic FB page withactive fan posts<br />Adventure Finder app.Active fan posts<br />Active fan commenting,but no Toyota postings<br />Yaris (Thailand)<br />Siena<br />Prius<br />Seems to be activefans posting on the wall<br />Theme irrelevant gameActive fan posts<br />Ask an expert, games &<br />gifts, active fan posts<br />
  19. 19. Collaboration will be waiting in the future, but an active FB wall posting by fans is a good start. Annoying enough, Toyota does not participate or agitate the conversation. Otherwise the presence online is more or less static, lacking totally passion and innovative ideas (when looking beyond the advertising messages).<br />1/3<br />Product to Experience: 4runner FB app for finding a driving adventure places is a small step toward E.<br />Place to Everyplace: a PriusiPhone application doesn’t provide the driving experience at everyplace.<br />Price to Exchange: Might be too large step to be taken.<br />Promotion to Evangelism: Not yet there, but FB fans and their activity create a huge potential.<br />P<br />P<br />P<br />P<br />1/4<br />No signals of “silo-wide” co-operation. All the installations found online are straight-forward marketing and advertising. In fact, having official FB pages for each car model suggests that the organization might have strong walls even between the marketing managers of different models. But who knows, extensive FB presence might be also a clever strategy.<br />0/1<br />E<br />E<br />E<br />E<br />The larger cultural link does not exists - at least when browsing the material used for this analysis. At micro level for example 4runner FB page application takes small initiative of talking to 4WD owners. But that is called understanding the target group insight, rather than understanding the culture.<br />LARGER<br />CONVERSATION<br />1/1<br />Manufacturing “fairly priced and reliable” cars might be a value itself, but definitely the marketing efforts won’t add any concrete value for the end user. Although the 4runner FB app might be a small step towards value creation, to be realistic that people would travel all around the world bringing their 4WD’s with them to have some great mud-driving experiences?<br />0/1<br />VALUE<br />CREATION<br />Total points 3/10<br />
  20. 20. AGREE?<br />IF NOT, COMMENT AND SUGGEST <br />HOW YOU WOULD HAVE APPROACHED<br />THE TOPIC. OR CONTRIBUTE TO BETTER<br />ANALYSIS WITH A HELPFUL INSIGHTS<br />IF YOU REALIZE SOMETHING MISSING. <br />THIS SLIDESHOW AND THE ROUGH ANALYSIS IS A BACKGROUND MATERIAL FOR AN ARTICLE<br />PUBLISHED IN THE MEDIA AGENCY DAGMAR NEWLETTER IN JULY 2010.<br />
  21. 21. COMMENT AT SLIHESHARE.NET/ROOPE<br />FOLLOW AT TWITTER.COM/RUOTSALAINENR <br />DAGMAR - MEDIA AGENCY<br />ROOPE RUOTSALAINEN<br />// roope.ruotsalainen@dagmar.fi<br />// tel. +358 9 693 011<br />

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