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Social Media & Marketing
 

Social Media & Marketing

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Social Media & Marketing Social Media & Marketing Presentation Transcript

  • Social Media & Marketing: Online advertising and networking Alex Wong [email_address]
  • Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other (Wikipedia 2007) [ Recap ] What is social media?
  • They share one or more characteristics [ Recap ] Participation Openness Conversation Community Connectedness
  • [ Recap ] Source: Future Exploration Network, 2005
  • Social Media’s elements Networks Word of Mouth Interactivity [ Interconnected ] Web 2.0 World
  • 6 Dimensions of Interactivity Interactivity is one of the important elements in advertising studies as it has been used as a measurement of advertising effectiveness of the internet
    • User control
    • Responsiveness
    • Real time interactions
    • Connectedness
    • Personalization/ customization
    • Playfulness
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  • Evolution of E-Business
  • Australian Population: Media Consumption Data : Roy Morgan April – March 2007
  • Total Online Market by Qtr Source: NineMSN, 2007 $69M $94M $106M $119M $118M $145M $167M $190M $195M $226M $263M $317M Category Q2 FY 07 Q/Q Growth Y/Y Growth General 91,500,000 ? 17.3% ? 47.6% Classifieds 89,000,000 ? 9.9% ? 48.3% Search & Directories 136,500,000 ? 31.3% ? 100.7% Total 317,000,000 ? 20.5% ? 66.8% Growth by Category (Qtr) Category 1 H FY 07 H/H Growth Y/Y Growth General 169,500,000 ? 27.0% ? 48.7% Classifieds 170,000,000 ? 31.8% ? 49.1% Search & Directories 240,500,000 ? 51.7% ? 86.4% Total 580,000,000 ? 37.8% ? 62.5% Growth by Category (Half) Category Q2 FY 07 Q/Q Growth Y/Y Growth General 91,500,000 ? 17.3% ? 47.6% Classifieds 89,000,000 ? 9.9% ? 48.3% Search & Directories 136,500,000 ? 31.3% ? 100.7% Total 317,000,000 ? 20.5% ? 66.8% Growth by Category (Qtr) Category 1 H FY 07 H/H Growth Y/Y Growth General 169,500,000 ? 27.0% ? 48.7% Classifieds 170,000,000 ? 31.8% ? 49.1% Search & Directories 240,500,000 ? 51.7% ? 86.4% Total 580,000,000 ? 37.8% ? 62.5% Growth by Category (Half)
  • Roy Morgan Single Source Report Apr06 – Mar07 Australian Population 14yrs+ media consumption in the last 4 weeks
  • Changes in heavy media consumption amongst the Australian population 14yrs+ Roy Morgan Single Source Report Apr06 – Mar07
  • What is social networking?
  • Social Networks is the ground for social capital
    • What is a network?
    • Nodes (actors)
    • Ties (relationships)
    Nodes (actors) Nodes (actors) Relationship Relationships “ A network is a set of relationships critical to your ability to get things done” Nodes (actors)
    • Network Properties
    • Structure - Size, Density, Redundancy
    • Composition
    • Focus
    “ The shape of your network determines your access to information, resources, opportunities, and support”.
  • A SOCIAL NETWORK is a map of the relationships between individuals, organizations and other relevant NODES indicating the ways in which they are connected by financial, social or professional LINKS.
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  • The Long Tail Who needs megahits?
  • In the past
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  • Ratings of Top TV shows
  • Where are they all going?
  • A powerlaw
  • Shown another way
  • The Missing Market
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  • CONTROL
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  • The “momentum” effect Traditional marketing: Social marketing:
  • Non-linear by nature Size = Incidence (# of people doing activity) “ Each Interaction is an Impression” Visit Brand Custom Community View Download (in brand’s community) Receive Brand Pass Along Pass Along Use on Own Page View Download (on user’s page)
  • Social Networks – best for making meaningful connections
  • In short…… Is all about the consumer
  • EXPERIENCE CONVENIENCE RELATIONSHIP PERSONALISATION
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  • Thank You