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Project Group Branding & Consumption Power 2.0 and business value of social media

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Pro Branding & Consumption Power 2.0 And Social media and business benefits

Pro Branding & Consumption Power 2.0 And Social media and business benefits

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  • 1. 1/23/2010
    Stephan Philipson www.spmu.se
    1
  • 2. Stephan Philipson
    1/23/2010
    Stephan Philipson www.spmu.se
    2
    Social media and business benefits
  • 3. Stephan Philipson www.spmu.se
    1/23/2010
    3
  • 4. 1/23/2010
    Stephan Philipson www.spmu.se
    4
    Visiting cost
    to make
    160 call /month
    40/week ?
  • 5. 1/23/2010
    Stephan Philipson www.spmu.se
    5
    Today'slecture
    • Social media and business benefits
    • 6. What is social media
    • 7. Marketing Process and
    social media
    • Digital
    Immigrants
    • A true story
    How does giff use
    social media
    to build the brand
    • The Internet influence 2.0
  • 1/23/2010
    Stephan Philipson www.spmu.se
    6
    What expectations do you
    have in today's lecture
    What expectations do you have in today's lecture Write down 3 sentences where you describe what you hope for !?
  • 8. The Internet influence and web2.0
    1/23/2010
    Stephan Philipson www.spmu.se
    7
  • 9. Web2.0 for modern CommunicationorThe conversation societyare taking control
    1/23/2010
    8
    Stephan Philipson www.spmu.se
  • 10. 1/23/2010
    Stephan Philipson www.spmu.se
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  • 11. 1/23/2010
    Stephan Philipson www.spmu.se
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    The Internet Affect — Web 2.0
    Over the last 10 years the Internet has changed our lives forever.
    —both from a social and a business perspective. Currently we are in a technology phase that the experts call Web 2.0
    — a set of new and innovative tools that take us beyond simple
    browsing, searching and publishing of static web sites.
    These new Web 2.0 tools enable us to actively
    participate, publish and interact with others on the web quickly, easily and at little or no cost
  • 12. A true story
    1/23/2010
    Stephan Philipson www.spmu.se
    11
  • 13. More than
    36 000 000 spectators
    1/23/2010
    12
    Stephan Philipson www.spmu.se
    How was this achievable ?
  • 14.
  • 15. DigitalImmigrants
    1/23/2010
    Stephan Philipson www.spmu.se
    14
  • 16. 1/23/2010
    Stephan Philipson www.spmu.se
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  • 17. 1/23/2010
    Stephan Philipson www.spmu.se
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    Fact´S wiki
    Marc Prensky is acknowledged to have coined the term digital native in his work Digital Natives, Digital Immigrants published in 2001. educational establishments.
    The term draws an analogy to a country's natives, for whom the local religion, language, and folkways are natural and indigenous, over against immigrants to a country who often are expected to adapt and assimilate to their newly adopted home.
    Prensky refers to accents employed by digital immigrants, such as printing documents rather than commenting on screen or printing out emails to save in hard copy form.
    Digital immigrants are said to have a "thick accent" when operating in the digital world in distinctly pre-digital ways, for instance, calling someone on the telephone to ask if they have received a sent
    e-mail
  • 18. 1/23/2010
    17
    2009
    1954
    Development of
    information system
    During the last
    170 years
    1925 -1928
    1895
    1860
    1835
    2000
    Time to understand
    and adjust to the new
    possibilities is limited .
    17
    Stephan Philipson www.spmu.se
  • 19. 1/23/2010
    Stephan Philipson www.spmu.se
    18
    2010
    With increasing competition regarding
    development of new products
    and improvements
    of already existing products.
    Information has to be communicated quickly to users.
    Time to market are important and
    a critical factor in support of
    market success”
    1954
    18
  • 20. What is social media ?
    1/23/2010
    Stephan Philipson www.spmu.se
    19
  • 21. social media are…
    Social media are activities that combines technology,- social interaction and community-generated content.
    Example of social media channels are;
    social networks, blogs, wikis, twitter, podcasting, widgets and more .
  • 22. Saltåkvarn AB - aboutsocial media
    "Consumers themselves are in a quite different way than before, they are co-creator of the mark, it is happening in the blogosphere, on Facebook, in the media, at home in the kitchens, and everywhere where the trade mark are. To think that a brand might interact with people in the middle of Sunday movie, and during a 30 seconds advertising , telling people what the brand stands for is not only ineffective – I think it is arrogant and stupid. "- Johan Ununger VD, Saltåkvarn
  • 23. 1/23/2010
    Stephan Philipson www.spmu.se
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    Market Development
    Internet has opened up new marketing channels
    Viral marketing
    Informal information transfer channels mouth to mouth
    Stealth marketing
    product placement
    Gurella marketing
    Exposes greater opportunities for message transfer
    22
    22
  • 24. The common with social media are that you can:
    Create
    Participate
    cooperate
    sharing
    listen involve
    prejudice to meet new friends
    make new business
  • 25. 1/23/2010
    Stephan Philipson www.spmu.se
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    Professional network
  • 26. 1/23/2010
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    Social Network
  • 27. 1/23/2010
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    Marketing is communication
    “Marketing is also important in terms of the way that the offer is positioned and communicated”.
    26
  • 28. Social media and business benefits
    1/23/2010
    Stephan Philipson www.spmu.se
    27
  • 29. 1/23/2010
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    Growing competition and CUSTOMERS need of information are important questions companies work with every day.Getting “your message across” means that a lot of travelling has to be done .
    • This means that the cost for
    each market activitygrows rapidly.
    spmu@telia.com
    28
  • 30. 1/23/2010
    Stephan Philipson www.spmu.se
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    Jamyn Edis, Vice President of Emerging Technologies, HBO
    “The media and entertainment industry knows about change. Over the past 100 years, the industry has had to transform and reinvent itself as the result of the introduction of disruptive Technologies —from radio to film, silent to sound, film to television and now, offline to online.”
    2009 - 01 - 20
    29
    29
  • 31. social media
    LinkedIn 2002
    Facebook 2004
    Ning 2005
    You Tube 2005
    Twitter 2 2006
    1/23/2010
    30
    Stephan Philipson www.spmu.se
  • 32. 1/23/2010
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    News in social media!
  • 33. 1/23/2010
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    Stephan Philipson www.spmu.se
  • 34. 1/23/2010
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    Stephan Philipson www.spmu.se
  • 35. Marketing Process
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  • 36. Marketing Process www.abbott.se
    Nurses/Medical Staff
    Order confirming email
    Opportunity:
    Inform about new products
    Social Media/Blogs
    CRM
    Opportunity:
    Collect addresses
    Build database
    www.abbott.se
    Newsletter
    Partner Sites
    News
    1/23/2010
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    Stephan Philipson www.spmu.se
  • 37. 1/23/2010
    Stephan Philipson www.spmu.se
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    Patient instructions
  • 38. Companies must act as a customer!
    • The development of communications technology has changed the market landscape radically.
    • 39. -One-way message in megaphone campaigns have been replaced with soft inviting dialogues.
    • 40. -Today's buyers of products and services demand transparency and want to be able to influence to a greater extent than before.
    • 41. - It is as “call for “new thinking and new marketing strategies.
    1/23/2010
    37
    Stephan Philipson www.spmu.se
  • 42. Companies must act as A customer!
    Segmentation can be performed in a soft way which leads to a close contact between the vendor and its consumers.
    Marketing conversation, are a winning concept in relation to marketing communications.
    1/23/2010
    38
    Stephan Philipson www.spmu.se
  • 43. 1/23/2010
    39
    Stephan Philipson www.spmu.se
  • 44. 1/23/2010
    Stephan Philipson www.spmu.se
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    How does giff use
    social media
    to build the brand?
  • 45. 1/23/2010
    Stephan Philipson www.spmu.se
    41
  • 46. 1/23/2010
    Stephan Philipson www.spmu.se
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  • 47. 1/23/2010
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    videograph
    Which language are spoken?
  • 48. 1/23/2010
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  • 49. 1/23/2010
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  • 50. Does GIFF use social media and its ability
    to strengthen and share its brand?
  • 51. 1/23/2010
    47
  • 52. 1/23/2010
    Stephan Philipson www.spmu.se
    48
    Marketers shifting DM budgets
    to social media 
     
    66% will be investing in social media marketing in the next 12 months
    Of those 40% said they would be shifting more than a fifth of their DM budget to social media activities.
    67% feel social media is either ‘increasingly important’ or ‘critical to success’.
    36% are investing in social media monitoring and analysis tools
    42% said they don’t incorporate clickstream and web analytics data into their customer and email database
    51% are placing a fair or significant amount of effort on moving from a campaign-centric DM model towards multichannel customer engagement
    7% are making no effort at all
    Database marketing firm Alterian has a survey out of 1068 marketing professionals worldwide, some key stats: David Eldridge, Alterian CEO says if there is one and one thing only to remember it is "investment in social media marketing is ineffective without adequate measurement. The key to an effective social media strategy is listening
  • 53. 1/23/2010
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