Investigate the role of social network marketing


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Investigate the role of social network marketing

  1. 1. Investigate the role of social network marketing. How might it impact on education institutions?
  2. 2. What is social network marketing? <ul><li>A modern version of the word of mouth advertising (Iyengar, R., Han, S. & Gupta, S. 2009). </li></ul><ul><li>Helps leverage the time taken in passing information from one end to the mass of audience, via the social networks (Girollet, 2011). </li></ul><ul><li>The idea of “trusted referral” helps generating sales for businesses (Iyengar, R., Han, S. & Gupta, S. 2009). </li></ul><ul><li>Using social media platforms </li></ul><ul><li>to network, promote and share </li></ul><ul><li>(Turner & Shah, 2011). </li></ul>
  3. 3. The “Keeping up with the Joneses” effects <ul><li>The comparison to one’s neighbor as a benchmark for social caste or the accumulation of material goods. </li></ul><ul><li>Fail to “keep up with the Joneses” is perceived as demonstrating socio-economic or cultural inferiority. </li></ul><ul><li>(April 2011, Wikipedia) </li></ul>
  4. 4. (Turner & Shah, 2011).
  5. 5.
  6. 6. <ul><li>Captions from the commercial ad.: </li></ul><ul><li>The day ALL friends GET TOGETHER </li></ul><ul><li>We created SOMETHING SPECIAL for them to celebrate </li></ul><ul><li>2x1 </li></ul><ul><li>A machine that offered TWO COKES FOR THE PRICE OF ONE </li></ul><ul><li>Open happiness </li></ul><ul><li>Thousands of comments on blogs and social networks around the world. </li></ul>
  7. 7. What works with social network marketing?
  8. 8. What social media is DOING? <ul><li>Is Youtube a waste of time? </li></ul><ul><li>Is Twitter just a flash in the pan? </li></ul><ul><li>Can Facebook be used to grow sales and revenue? </li></ul><ul><li>Can social media be measured? </li></ul><ul><li>More importantly, </li></ul><ul><li>can you generate a positive return on your investment with a social media campaign ? </li></ul>Turner, J. & Shan, R. 2011
  9. 10. (,, cited in Burbary, 2011)
  10. 12. <ul><li>On social networks, viral campaigns may work better than advertising. </li></ul><ul><li>The information flowing through the social networks triggers: </li></ul><ul><ul><li>Interests of learning </li></ul></ul><ul><ul><li>Culture of sharing knowledge </li></ul></ul><ul><ul><li>Behavior of browsing, history searching, purchasing </li></ul></ul><ul><ul><li>Influences in decision making </li></ul></ul>(Turner & Shah, 2011)
  11. 13. <ul><li>Some barriers of practicing social network marketing: </li></ul><ul><li>Social network is not always online and is hard to be measured. </li></ul><ul><li>Lack of knowledgeable staff and management resistance. </li></ul><ul><li>Freedom of expression and the right to privacy. </li></ul>
  12. 14. Impacts on education <ul><li>Information Management </li></ul><ul><li>Culture of knowledge sharing </li></ul><ul><li>Competition between education providers </li></ul>
  13. 15. Information Management
  14. 16. <ul><li>Social networks offer the opportunity for student engagement in information obtaining. </li></ul><ul><li>But education institutions do not always fully understand the complexities and subtleties that are inherent in social network usage or non-usage. </li></ul><ul><li>There are potential legal issues relating to student-institution / student-faculty interaction via social network sites. </li></ul><ul><li>(Jones, J et al. 2011) </li></ul>
  15. 17. <ul><li>Four properties for educator to consider </li></ul><ul><li>the use of social networks in an </li></ul><ul><li>academic setting: </li></ul><ul><ul><ul><li>Persistence </li></ul></ul></ul><ul><ul><ul><li>Searchability </li></ul></ul></ul><ul><ul><ul><li>Replicability </li></ul></ul></ul><ul><ul><ul><li>Invisible audiences </li></ul></ul></ul><ul><li>(Jones, J et al. 2011) </li></ul>
  16. 18. Culture of knowledge sharing
  17. 19. The notion of online connections facilitates the culture of sharing knowledge. But how should we consider the meaning of “friends”?
  18. 20. Competition
  19. 21. Case study: How does the “mothers’ network” intensify the competition amongst education providers in Hong Kong?
  20. 22. Conclusion
  21. 23. References Burbary, K. (2011) Facebook Demographics Revisited – 2011 Statistics. Gilbert, S. (2009) Social Network Marketing: What works? Q & A with Sunil Gupta. Harvard Business School Executive Education. Girollet, C. (2011). Internet Marketing Blog. Iyengar, R., Han, S & Gupta, S. (2009). Do friends influence purchases in a social network? Harvard Business School Jones, J., Gaffney-Rhys, R. & Jones, E. (2011). Social network sites and student-lecture communication: an academic voice. Journal of Further and Higher Education. University of Wales. Newport. The Coca Cola Friendship Machine Turner J. & Shah R., (2011) How to make money with social media: An insider’s guide on using new and emerging media to grow your business . Pearson Education, New Jersey Wasserman, T. (2011) Coca-Cola’s Friendship Machine Rewards Cooperation With Cokes