Congress Croatian Marketing Association

1. Marketing Aspects of Social
Networks
CROMAR/Pula/2011
Biloš Antun, unic. spec.oec.
Kelić Ivan mag. oec.

2. Social networks replacing the
traditional media??
• The landscape of marketing has turn upside
down
• New way of communicating between business
entities and consumers
• Today consumers are on social networks

3. Public/semi Individuals
public
profile
(free)
Articulation
with their
conections
Simple act of maintaining and
reinforcing the existing circle of
friends and expanding that circle.

4. Why use Social networks?
• Exposing company to the
public
Segment Audience
• Creating and expanding
partnerships
• Market research
Feedback Develope • Reducing marketing costs
(statistical real adialogue with • Improving customer
time the target
measurement) audience relationship
• Improving ranking in search
engines

5. 1. Audience segmentation
• Answer for business entities whom they
would like address
• Bi-direction communication with clients
• Social networks allow for targeting potential
consumers
• Requires more listening to the consumers

6. Croatia
• There are 1 446 640
Facebook users in the
Croatia, which makes
it #66 in the ranking of
all with monthly
growth of 37,000
useres
• Most of Facebook
users in Croatia belong
to so-called
Demographic structure by age
Generation Y (1982 – of Facebook users in Croatia
2000)
Source: socialbakers/croatia (10/2/2011)

7. 2. Developing a dialogue with the
target audience
• Social networks are the ones that help business
entities to find “themselves” on the Internet
• Do not organize communities, but they help users to
organise themselves
• new consumers voluntarily share information on
themselves
• Business entities - useing information received from
consumers they attract consumers to the company

8. 3. Statistical real time
measurement
• Social networks give us real time messurment
recived from our subscribers and followers
• Examples in Croatia:
– www.socialnumbers.com
– www.socialsense.me

9. Measurement facebook fan page: Department of
marketing (EFOS)
facebook/insights

10. Conslusion
• In early days profiles existed to bring brochures and
transfer to a web page
• Consumers through social networks are up-to-date
with information about productcs
• By using multimedia in marketing consumer can
choose the best advertising channel
• Resault - a direct distribution channel to access
information and providing two-way communication
with consumers

11. Thank you for your attention
Biloš Antun: abilos@efos.hr
Kelić Ivan: ikelic@efos.hr