Session 24 emarketing - 5 nov 10

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Session 24
E-Marketing
Elective

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Session 24 emarketing - 5 nov 10

  1. 1. E-Marketing Elective Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam > Understanding WOM & Viral Marketing [Types of social media] > Online Forums > Podcasts > Social News > 3 x SPOT Case Presentations Class Presentation | Session 24 | 5 Nov 2010 Social Media Marketing Ref: CHAP 5 Online Marketing Inside Out by SitePoint CHAP 8 & 9 Textbook on E-Marketing by Quirk Biz
  2. 2. Access it online: www.slideshare.net/talhasalam Understanding WOM & Viral Marketing Word of Mouth • Communication exchange between people without any commercial involvement is generally call WOM marketing • And there is a variation: Word of Mouse  • Companies are concerned about it because its all about ‘reputation’ • An important aspect of WOM is that its all about trust • WOM Marketing existed since ever! But it became a marketing concept recently because of its impact on brands • Viral Marketing is a form of WOM Marketing E-Marketing 2
  3. 3. Access it online: www.slideshare.net/talhasalam Understanding WOM & Viral Marketing Viral Marketing • WOM concept leads to Viral Marketing • Why Viral Marketing is viral or virus? – It spreads easily – Number of ‘infected’ can grow exponentially – Viral campaigns like viruses mask their true intention – Viral campaigns like viruses depend on the nature of connectedness of people – Hotmail – a case of Viral Marketing Spread only through Viral Marketing With “signup” link Mail going to recipients contained this link. E-Marketing 3
  4. 4. Access it online: www.slideshare.net/talhasalam Understanding WOM & Viral Marketing Viral Marketing • Types of Viral Marketing: – Organic Viral Marketing Campaigns • Little or no input from marketers • Spreads itself • Marketers can only observe it happening [quietly] – Controlled Viral Marketing Campaigns • If it is planned, it has to be done very carefully • Hotmail’s case is an example. Adding an implicit “ad” helped grow subscription based • While planning, it should be know that focus should be on right demographic E-Marketing 4
  5. 5. Access it online: www.slideshare.net/talhasalam Understanding WOM & Viral Marketing Viral Marketing – Steps in Executing the campaign 1. Define the aims of the campaign, and how you will measure success 2. Plan a message or content that users want to share 3. Make your content easy to share 4. Make it as simple as possible for users to get involved 5. Be authentic and transparent 6. Provide an incentive for sharing and interacting 7. Make the message available 8. Use a strong call to action 9. Track and analyze, and optimize 10. Get lucky! E-Marketing 5
  6. 6. Access it online: www.slideshare.net/talhasalam Online Forums Background & Working • Oldest form of Social Media • Also known as bulletin boards, message boards • Users would come and share their thoughts on a given topic • Users may also initiate a topic • Online Forums require registration in most cases to be able to post content. • Reading content is not a problem • Content can be moderated i.e. review by administrator before going live Key terms • Moderator – someone who reviews the content and moderates the forum • Administrator – Manages and mostly owns the forum • User – Anyone registered or authorized to post comments • Guest – Anyone who is just visiting and reading content. May not post content/comments • Group – Grouping users based on their rights/roles etc • Post – A user submitted message in a thread • Thread – collection of posts which can be in any order E-Marketing 6
  7. 7. Access it online: www.slideshare.net/talhasalam Online Forums Using Online Forums for E-Marketing • Content sharing in relevant communities Case-in-point: Online Forums • Defence.pk (Class discussion: How to use it in E-marketing for a B2B case) E-Marketing 7
  8. 8. Access it online: www.slideshare.net/talhasalam Podcasts Background & working • Pod is also known as “Play On Demand” • Concept gained popularity close to iPod by Apple • They are basically audio & video recordings • Key idea is that apart from being online, they are “subscribed” • Anyone subscribing to podcasts would get new episodes or podcasts automatically • Generally they are free • Creating Podcasts require ordinary recording equipment E-Marketing 8
  9. 9. Access it online: www.slideshare.net/talhasalam Podcasts Using Podcasts for E-Marketing • Creating audio/video content for users • Advantages are: – Targetable – you can create highly relevant, niched content and then promote it to a specific target market. – Measurable – you can see how exactly many downloads and subscribers you have. – Controllable – it’s your content. – Responsive – set up a blog alongside your podcast, alter content according to the comments, you are actually having a conversation with your market. – Boundary free – it’s the Internet. – Relatively inexpensive • Key Considerations are: – Interesting content – Excellent quality (users can unsubscribe so easily) – Real – Not only ads but being a branded content (akin to product placement) Case-in-point: Podcasts • www.bbc.co.uk/podcast E-Marketing 9
  10. 10. Access it online: www.slideshare.net/talhasalam Social News Background • News by: – Users & Users – Submitting & Rating • Social News sites gather links from all over internet and its all done by users • Content is made popular by users alone Using Social News for E-Marketing • Consider the Viral Marketing aspect of it Case-in-Point • Digg it….. • www.digg.come E-Marketing 10
  11. 11. E-Marketing Elective Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam Class Presentation | Session 25 | 12 Nov 2010 Guest Speaker Session Mr Amer Sarfraz Founder & CEO Bramerz (Pvt) Ltd
  12. 12. E-Marketing Elective Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam > Social Media & Marketing [Types of social media] > Photo & Video Sharing > Social Bookmarking > 3 x SPOT Case Presentations Class Presentation | Session 26 | 16 Nov 2010 Social Media Marketing Ref: CHAP 5 Online Marketing Inside Out by SitePoint CHAP 8 & 9 Textbook on E-Marketing by Quirk Biz

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