Sun,Kaiyang Monica Social Media On Environmental Marketing


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Although my research is about social media on environmental marketing, this presentation specifically focuses on the social media side-- to examine the explosion and influence of social media and to further explore how corporate culture use social media to execute their marketing strategies.

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Sun,Kaiyang Monica Social Media On Environmental Marketing

  1. 1. Social Media on Environmental Marketing
  2. 2. <ul><li>What are the pros and cons of social media? </li></ul><ul><li>Which social media tools best engage and hold the attention of consumers? </li></ul><ul><li>How do the findings of social media speak to environmental marketing, and any other marketing? </li></ul>Questions
  3. 3. <ul><li>Literature Review </li></ul><ul><li>Case analyses </li></ul><ul><li>Interview </li></ul><ul><li>M80 Services, Inc. </li></ul><ul><li>World Mahjong Tour (WMT) </li></ul><ul><li>Creative Citizen </li></ul><ul><li>Spruill Energy Enterprises </li></ul><ul><li>Warner Bros. Entertainment-Advanced Digital Services </li></ul><ul><li>Los Angeles Conservation Corps (LA Corps) </li></ul>Method
  4. 4. Social media <ul><li>Interaction </li></ul><ul><li>Social news: Digg </li></ul><ul><li>Social networking: Facebook </li></ul><ul><li>Social video/photo: YouTube </li></ul><ul><li>Social wiki: Wikipedia </li></ul><ul><li>Small companies are the first practitioners of using social media sites for marketing initiatives </li></ul>
  5. 5. <ul><li>Latent tie: the connection that is available technically but is socially inactive (Haythornthwaite, p. 137). </li></ul><ul><li>Advantage of real world communication: businesses have to create social media interaction from the real world practice and maintain this interaction socially active. </li></ul>Connection and interaction
  6. 6. Original content <ul><li>User generated content </li></ul><ul><li>Professional produced content </li></ul><ul><li>Professional produced content has also been proved to be an effective way to facilitate interaction and to build conversation. (e.g., Creative Citizen) </li></ul>
  7. 7. Low cost and high return <ul><li>Cost-effective </li></ul><ul><li>However, </li></ul><ul><li>(a) instant gratification from consumers is rare to achieve on social media. </li></ul><ul><li>(b) companies and organizations have to commit themselves on social media by investing manpower, time, and money. </li></ul>
  8. 8. Target market identification <ul><li>Micro-target audience who is interested in a particular message </li></ul><ul><li>However, the fact that social media allows everybody from everywhere access the content creates inconvenience. (e.g., Warner Bros. Facebook Campaign) </li></ul><ul><li>Hard to measure </li></ul>
  9. 9. Hazy relationship with marketers <ul><li>Less control and more vulnerability (e.g., unpredictable of any possible changes in terms of third party application policies on Facebook) </li></ul>
  10. 10. Selectively effective <ul><li>It is still complimentary to certain industries. </li></ul><ul><li>“ Social media communication is a bit ‘dry’ for construction industry specifically” (C. Spruill, personal communication, November 2, 2009). </li></ul>
  11. 11. Major social networks <ul><li>Facebook: top choice but could be better </li></ul><ul><li>Twitter: versatile leader </li></ul><ul><li>MySpace: bleak outlook </li></ul><ul><li>LinkedIn: professional networking platform </li></ul><ul><li>Blogshpere: can not be ignored </li></ul>Users
  12. 12. <ul><li>Traditional media is still powerful </li></ul><ul><li>Comprehensive knowledge of the audience and constant engagement </li></ul><ul><li>Wise selection and combination of social networks </li></ul>Discussion
  13. 13. Kaiyang “Monica” Sun Master of Communication Management University of Southern California : [email_address] : : Monica Sun : kaiyang <ul><li>“ Because the concept of social media is so recent, we are still exploring what CAN be done, how far we can take this and where this can lead to” </li></ul><ul><li>--Mathrawala </li></ul>