MarCom Has Changed Its Profile Picture
The Role of Web 2.0 in Marketing Practices
Burçak ÇELEBİ Research Paper Presentation
Introduction
Burçak ÇELEBİ Research Paper Presentation
Brand strategies have been undergoing significant transformation du...
• The monologue has changed to dialogue .
• Journalists are becoming bloggers.
• The bloggers are becoming famous.
• Ordin...
Internet was the newest, fastest and most fun tool to learn
about facts and to get informed by controlled messages and
the...
Web 2.0 is a collection of open-
source, interactive and user-
controlled online applications
expanding the experiences,
k...
Scope of Social Media
Social Media is an umbrella phrase for blogs, microblogs, social news sites,
bookmarking sites, virt...
Ad network tracking programs trace the pattern of Web site and Web
page visits to segment users based on their online beha...
Target Audience in Social Media
Social communities are hierarchical with some users gaining
positions of authority and pow...
Controling Messages
The new model of PR looks like this:
PR Traditional Media Customers
PR New Influencers Customers
P...
Burçak ÇELEBİ Research Paper Presentation10
Conclusion
The Internets’ last evolution was the
growing family of Web 2.0 and...
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MarCom Has Changed Its Profile Picture. Marketing Communications in a Social Media World

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The relation between web 2.0 / Social media and MarCom / PR. Why marketing communications experts have to use online integrated marketing tools. What might happen if they only spend their efforts to offline marketing processes.

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MarCom Has Changed Its Profile Picture. Marketing Communications in a Social Media World

  1. 1. MarCom Has Changed Its Profile Picture The Role of Web 2.0 in Marketing Practices Burçak ÇELEBİ Research Paper Presentation
  2. 2. Introduction Burçak ÇELEBİ Research Paper Presentation Brand strategies have been undergoing significant transformation due to the internet (Hoffman). The dynamics of business as usual have changed so dramatically, management has lost its traditional chain of command control of messengers and messages. (Marken). Marketing Communications (MarCOM) Brand Messages Journalists Gatekeepers Opinion Leaders Media Target Audience Brand Awareness Brand perceptions Purchase Decisions SOCIAL MEDIA CHANGED In the early days of the internet, it was not unusual for brand managers to replicate offline marketing efforts on the internet (Meyers & Gerstman). 2
  3. 3. • The monologue has changed to dialogue . • Journalists are becoming bloggers. • The bloggers are becoming famous. • Ordinary people can become gatekeepers or new influencers. • Brands are following them. Burçak ÇELEBİ Research Paper Presentation Evolution of New Media 3 Social media is empowering people
  4. 4. Internet was the newest, fastest and most fun tool to learn about facts and to get informed by controlled messages and the tool for personal communication needs like sending e- mails or some other documents. Burçak ÇELEBİ Research Paper Presentation Web 1.0 or Web 2.0 Philosophical Technical Communicational Other 4 Approaches About the Change on Online Media
  5. 5. Web 2.0 is a collection of open- source, interactive and user- controlled online applications expanding the experiences, knowledge and market power of the users as participants in business and social processes. Web 2.0 applications support the creation of informal users' networks facilitating the flow of ideas and knowledge by allowing the efficient generation, dissemination, sharing and editing/refining of informational content. (Constantinides). The real start for democratic content and shift in the role people play was created by the most common microbloging site Twitter. People answer to the question “what’s happening?” There are more than 80 mil. users. Blogs are in past simple – Microblogs are present continous tense. Burçak ÇELEBİ Research Paper Presentation Web 2.0 and Social Media 5
  6. 6. Scope of Social Media Social Media is an umbrella phrase for blogs, microblogs, social news sites, bookmarking sites, virtual worlds, social networking sites, wikis, community review sites, location based services, forums and opinion sites. Burçak ÇELEBİ Research Paper Presentation6
  7. 7. Ad network tracking programs trace the pattern of Web site and Web page visits to segment users based on their online behavior. That information is then used to serve highly relevant ads to a segment of users who are likely to be interested in the product. (Tuten) Target Audience in Social Media There are more than 400,000 social media sites - Everyones’ interest like Facebook, Twitter or Myspace - For photography lovers like Flickr or Picasa - Sites for homosexual company - Guinea pig lovers. Burçak ÇELEBİ Research Paper Presentation7 EX: Targeted Marketing Reduce of Cost
  8. 8. Target Audience in Social Media Social communities are hierarchical with some users gaining positions of authority and power. These powerful users are known as influencers. Influencers have long been a subject of interest in marketing. (Tuten) Generally bloggers first aim is not to get paid but to become influencers. Motivating factors: connecting with peers, achieving a certain level of fame, notoriety, or prestige, the desire to express oneself. Burçak ÇELEBİ Research Paper Presentation8 Blogging is not difficult. Blogging for 5 to 15 hours a week might make you famous.
  9. 9. Controling Messages The new model of PR looks like this: PR Traditional Media Customers PR New Influencers Customers PR Customers Customers  PR (Solis & Breakenridge) ROI There are billions of reasons for the interest beyond being the most direct means of reaching most likely customers. It’s also the most undiluted, most direct and most cost-effective means of learning about customers (Likely, Rockland and Weiner ) Burçak ÇELEBİ Research Paper Presentation9 Expectations… There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. (Levine). Fear…
  10. 10. Burçak ÇELEBİ Research Paper Presentation10 Conclusion The Internets’ last evolution was the growing family of Web 2.0 and its’ product social media. People who use this medium now have the opportunity to talk about everything they desire. Companies have to follow and answer the questions which appear on this new platform. This new applications and foundations are available to use for one-to-one, one-to-many, interactive and all other creative ways of marketing and public relation practices.

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