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

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

    • 1/23/2010
      Stephan Philipson www.spmu.se
      1
    • Stephan Philipson
      1/23/2010
      Stephan Philipson www.spmu.se
      2
      Social media and business benefits
    • Stephan Philipson www.spmu.se
      1/23/2010
      3
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      Stephan Philipson www.spmu.se
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      Visiting cost
      to make
      160 call /month
      40/week ?
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      Stephan Philipson www.spmu.se
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      Today'slecture
      • Social media and business benefits
      • What is social media
      • 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
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      Stephan Philipson www.spmu.se
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      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 !?
    • The Internet influence and web2.0
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      Stephan Philipson www.spmu.se
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    • Web2.0 for modern CommunicationorThe conversation societyare taking control
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      8
      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
    • A true story
      1/23/2010
      Stephan Philipson www.spmu.se
      11
    • More than
      36 000 000 spectators
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      12
      Stephan Philipson www.spmu.se
      How was this achievable ?
    • DigitalImmigrants
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      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
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      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
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      Stephan Philipson www.spmu.se
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      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
    • What is social media ?
      1/23/2010
      Stephan Philipson www.spmu.se
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    • 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 .
    • 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
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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
    • The common with social media are that you can:
      Create
      Participate
      cooperate
      sharing
      listen involve
      prejudice to meet new friends
      make new business
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      Professional network
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      Social Network
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      Marketing is communication
      “Marketing is also important in terms of the way that the offer is positioned and communicated”.
      26
    • Social media and business benefits
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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
    • 1/23/2010
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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
    • social media
      LinkedIn 2002
      Facebook 2004
      Ning 2005
      You Tube 2005
      Twitter 2 2006
      1/23/2010
      30
      Stephan Philipson www.spmu.se
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      News in social media!
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      Stephan Philipson www.spmu.se
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      Stephan Philipson www.spmu.se
    • Marketing Process
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    • 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
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      Stephan Philipson www.spmu.se
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      Patient instructions
    • Companies must act as a customer!
      • The development of communications technology has changed the market landscape radically.
      • -One-way message in megaphone campaigns have been replaced with soft inviting dialogues.
      • -Today's buyers of products and services demand transparency and want to be able to influence to a greater extent than before.
      • - It is as “call for “new thinking and new marketing strategies.
      1/23/2010
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      Stephan Philipson www.spmu.se
    • 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
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      Stephan Philipson www.spmu.se
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      Stephan Philipson www.spmu.se
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      How does giff use
      social media
      to build the brand?
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      videograph
      Which language are spoken?
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    • Does GIFF use social media and its ability
      to strengthen and share its brand?
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      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
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