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 !?
The Internet influence and web2.0 1/23/2010 Stephan Philipson www.spmu.se 7
Web2.0 for modern CommunicationorThe conversation societyare taking control 1/23/2010 8 Stephan Philipson www.spmu.se
1/23/2010 Stephan Philipson www.spmu.se 10 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 1/23/2010 12 Stephan Philipson www.spmu.se How was this achievable ?
1/23/2010 Stephan Philipson www.spmu.se 16 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
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
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
What is social media ? 1/23/2010 Stephan Philipson www.spmu.se 19
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
1/23/2010 Stephan Philipson www.spmu.se 22 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
1/23/2010 Stephan Philipson www.spmu.se 24 Professional network
1/23/2010 Stephan Philipson www.spmu.se 25 Social Network
1/23/2010 Stephan Philipson www.spmu.se 26 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 1/23/2010 Stephan Philipson www.spmu.se 27
1/23/2010 Stephan Philipson www.spmu.se 28 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. email@example.com 28
1/23/2010 Stephan Philipson www.spmu.se 29 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
1/23/2010 Stephan Philipson www.spmu.se 31 News in social media!
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 37 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 38 Stephan Philipson www.spmu.se
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