The echo-effect of social media with a nod to Nestle' & Greenpeace


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Presentation to Academy of Marketing Conference 2011. eMarketing stream.

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The echo-effect of social media with a nod to Nestle' & Greenpeace

  1. 1. The echo-effect of social media:Marketing communications and PRin a 21st Century digital ageDr Mariann Hardey, Associate Director Centre of Communication,Durham University@mazrred (cc)
  2. 2. echo, echo • ‘Social media’ perspective of marketing; • Micro-level – up-close and personal with illustrative case notes; • Potential of shared consumer content that is ‘mashed up’ and software sorted and publicly filtered ; • Focus in on Social Networks Sites (SNSs) e.g. Facebook and social communications via platforms e.g.Twitter. (cc)
  3. 3. Retrieving cc
  4. 4. echo in action
  5. 5. Nestléon Prezi Nestle move to censor the campaign Nestle post to Facebook to show ‘they care’ Mar. 16-17 Greenpeace Nestle receive a report calling backlash, hostile out Nestle comments and even some social media advice… Mar.17, 2010 Nestle launches press release Nestle logo is hi-jacked, Nestle move to becomes a censor logo. Mid volume meme within Post onto their negative- advocate group own Facebook feedback – Fan Page Facebook/Twitt er/blog
  6. 6. • Consumer-generated• Profile based• Personal• ‘Real’ and a bit sweary…• Content curation
  7. 7. cc
  8. 8. Amplifica on and analy cs: Marke ng strategy and Iden fying and measuring brand development Social media echo echoesBETA Tank Company website/s Model conceived during empirical research of SEO Page consumer reiew websites impressions SNSs no fica on Location: Facbeook, Twitter, Mul ‐pla orm distribu on Sen ment YouTube… forum pos ng Blog and analysis Consumer‐generated content Twi er feed Post rank Social network integra on Group page Fan page Event invita on Social media response monitoring SETTING ONE SETTING TWO SETTING THREE
  9. 9. Canvas content Group Consumer- discussions Broadcast generated- content Wall posts content (CGC) Profile Friends page Friends page Newsfeed (become a fan) Friends page Commercial Friends pageFacebook page Friends page Like Friends page
  10. 10. Measuring buzz Sentiment Social media buzz & extraction / Analysis conversation counts comparison Phase 1 Phase 2 Phase 3 Sentiment analysis: ‘aims to determine the attitude of a speaker or a writer with respect to some topic’ - wikipedia. ‘friendliness’ Sentiment ‘response’ Positive/negative trends
  11. 11. data collation cc
  12. 12. Implications• Consumer information revolves around dynamic information flows.• Response and reactions are spontaneous – in the moment - often creative and the result of sharing initially commercially produced content. Marketing must, therefore, be prepared to address multiple consumercontexts and respond appropriately to various analytical challenges.Value in the echo• The model intends to highlight the diversity of consumer and marketing settings.• Reconsider previous dichotomous and closed parameters that separated consumers from commercial content.• Suggest a more symbiotic relationship as consumers seek out information for themselves and, in doing so, co-create and add-value to commercial items.This presentation raises more questions than answers.