Presentation of my Final Thesis on the role and impact of Social Media in Business.

1. THE ROLE OF SOCIAL MEDIA IN DEFINING
STRATEGIES OF ONLINE COMMUNICATION
By Vladimir Matović
Belgrade, October 2009.

2. CONTENT
Introduction
2/10/2009
Marketing in social media
Vladimir Matović
Twitter
Facebook
Obamonomy
Numb3rs can speak
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Conclusion

3. INTRODUCTION TO SOCIAL MEDIA
DEFINITION
2/10/2009
 Defining the term:
Vladimir Matović
“Social media represents an array of terms defining activities
that integrate technology, social interaction and constructions
made of words, pictures, videos and sounds.
 Or simply put:
Social media are people making conversations on the Internet,
24/7.
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4. INTRODUCTION TO SOCIAL MEDIA
HISTORY, DEVELOPMENT
AND CHANNELS OF SOCIAL MEDIA
2/10/2009
 History and development:
 “Underground” period
Vladimir Matović
Blogs
 Commercialization Picture Micro-
sharing blogs
 WWW era:
 Instant Messaging Video
RSS
sharing
 P2P and BitTorrent
Social
 Modern “socialism” media
Podcasts Wikis
Social
Forums
networks
Instant
messaging
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5. MARKETING IN SOCIAL MEDIA
A CHANGE IN COMMUNICATION WITH CUSTOMERS
Old paradigm New paradigm
2/10/2009
Monolog Dialog
Vladimir Matović
•Engaging
•Authentic
Control Trust
•Meaningful
•Customer oriented
Campaigns Conversations
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6. TWITTER
A LITTLE SOMETHING ABOUT THE TWITTER WORLD
2/10/2009
 Definition of Twitter.
 Twitter’s dictionary – tweet, follower, @, #
Vladimir Matović
 Twitter’s ecosystem:
 TweetDeck
 Twitoria
 WeFollow.com
 Search.Twitter.com
 TwitterHawk
 …
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7. TWITTER
CASE STUDIES
2/10/2009
 Goal: Community building
 Kogi Korean BBQ
Vladimir Matović
 The Coffee Groundz
 Goal: Brand awareness
 BBGeeks
 Goal: Sales
 DellOutlet
 Goal: CRM
 Comcast
 Zappos
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8. FACEBOOK
A COUNTRY CALLED FACEBOOK
2/10/2009
 Facts:
 Population of 300 million
Vladimir Matović
 World’s 4. largest “country”
 Most used social network on the Web
 Facebook marketing tools:
 Facebook page
 Facebbok group
 Facebook apps
 Facebook Social Ads
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9. FACEBOOK
CASE STUDIES
2/10/2009
 Goal: Community building and brand awareness
 Lenovo
Vladimir Matović
 Sharp Electronics
 Travel Channel
 Goal: Niche market targeting
 One day, one job
 IndiePix
 Goal: Test marketing
 Cook’s Compass
 Goal: Networking with users
 Cisco 9
 Cirque du Soleil

10. OBAMONOMY
SOCIAL MEDIA IN POLITICS
2/10/2009
Barack Obama John McCain
 Social media in politics
Content
Number of YouTube videos 442 000 221 300
3 principles of Obama’s campaign:
Connections

Number of Facebook “friends" 3 150 000 613 515
Vladimir Matović
 3A:
Number of YouTube subscribers 136 015 29 160
Community
 Acquisition
Number of visits to the website (monthly) 5 500 000 2 500 000
Conversion Activation
Electoral votes 365 162
 Advocating
Total number of votes 66 882 230 58 343 671
 “Social velocity” model:
 4C:
 Content
 Connections
 Community
 Conversion
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11. NUMB3RS CAN SPEAK
2/10/2009
 Wave research:
 History
Vladimir Matović
 Methodology
 Conclusion of Wave research:
 Universal platform (not strategy!) on global level is not
possible
 Big IT players (Google, AOL, Microsoft) are in the game
 Video content sharing is on the rise
 The rationalization of social media
 Developing countries are not falling behind in social media
usage.
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12. UNIVERSAL STRATEGY FOR SOCIAL MEDIA
PERFORMANCE
2/10/2009
Listen
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Participate
Relinquish
control
Engage
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13. CONCLUSION
2/10/2009
 Social media is not a fad!
Vladimir Matović
IT REPRESENTS A
FUNDAMENTAL
SHIFT IN THE WAY
WE COMMUNICATE!
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14. 2/10/2009
Vladimir Matović
Thank You for the attention! 14

15. REFERENCES
2/10/2009
 Antony Mayfield, "What is Social Media?", iCrossing, 2008
 Dave Evans, "Social Media Marketing an hour a day", Wiley Publishing, 2008
Vladimir Matović
 Erik Bratt, "Twitter Success Stories", MarketingProfs, 2009
 Erik Bratt, Kimberly Smith, "The Obama Playbook", MarketingProfs, 2009
 Erik Qualman, "Socialnomcs: How social media transforms the way we live
and do business", Courier Wetford, 2009
 Glen Parker, "Power to the People, Social Media Tracker: Wave 4", Universal
McCann, July 2009
 Jason Alba, "Facebook Success Stories", MarketingProfs, 2008
 Marta Z. Kagan, "What the f**k is social media? One year later", 2009
 Marta Z. Kagan, "What the f**k is social media?", 2008
 Mike Nolan, Emily Paterson, "Obamanomics: A Study in Social Velocity", Jalali
Hartman 2008
 Tom Smith, "Power to the People, Social Media Tracker: Wave 3", Universal
McCann, March 2008
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