Social Media & Marketing
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Guest lecture in Dr. Wright's MBA 605 Marketing course at Western Carolina University.
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Social Media & Marketing
- 1. Social Media & Marketing: Giving your customers the microphone… Paul M. Di Gangi, Ph.D. --------------------------------------------------WCU MBA 605 – Guest Lecture
- 2. Ways to engage… Twitter Me: @pmdigangi The use of Twitter is highly encouraged!
- 3. Presentation Structure Start Introduction to Social Media Drivers of Change Alignment with Business Models The Good, The Bad, and The Ugly Tips & Advice Questions Finish
- 5. Technology that enhances experiences andadds depth to the relationships formed among individuals and/or organizations… which is driven by users… contributing content.
- 7. < 1 > PeopleChange...
- 9. < 2 > Our0rLD can Change...
- 10. < 3 > Our choices Change...
- 11. Networked Individualism (Wellman et al., 2003)
- 12. How does this change our marketing strategies?
- 14. Closed Model Marketing strategies remain constant, geared towards push-based techniques.
- 15. Open Model Marketing strategies engage in push-pull techniques to gather input and tailor to individual needs for product/service information.
- 16. Co-created Model Marketing strategies geared towards creating a unique experience with a “customer”
- 18. @DellOutlet has been one of the biggest success stories amongst big companies using social media. For those unaware, @DellOutlet is a Twitter account owned by Dell that tweets out major discounts for Dell computers and products. All of the deals on @DellOutlet are Twitter-exclusive. ~ Mashable.com
- 19. @DellOutlet began in June 2007 as a project initiated by Dell’s Richard Binhammer. Soon though, it started to grow, creating buzz, retweets, and a steady rise in followers. ~ Mashable.com
- 20. Evian Commercial
- 27. Success?
- 29. Thank You for Engaging Contact @ pdigangi@gmail.com | Website @ www.paulmdigangi.com Modified version of these slides will be available @ www.slideshare.com/pmd06c
Editor's Notes
- Background Image Source: http://www.flickr.com/photos/mburpee/4624692163/sizes/o/in/photostream/
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- Background Image Source: http://www.flickr.com/photos/puroticorico/441296576/
- Background Image Source: http://www.flickr.com/photos/veggiefrog/3435380297/sizes/o/
- http://www.flickr.com/photos/classblog/5136926303/
- http://mashable.com/2009/06/11/delloutlet-two-million/
- http://larryroth.net/blog/wp-content/uploads/2009/03/skittles-homepage.jpg
- Source: http://www.slideshare.net/bdionline/bdi-1112-the-social-consumer-mcdonalds-presentation?src=embed
- Source: http://www.slideshare.net/bdionline/bdi-1112-the-social-consumer-mcdonalds-presentation?src=embed
- http://www.flickr.com/photos/dvr/4159481356/sizes/l/
- http://www.treehugger.com/peta-super-bowl-vegetables.jpg
- From Wikipedia:A hype cycle in Gartner's interpretation comprises five phases:"Technology Trigger" — The first phase of a hype cycle is the "technology trigger" or breakthrough, product launch or other event that generates significant press and interest."Peak of Inflated Expectations" — In the next phase, a frenzy of publicity typically generates over-enthusiasm and unrealistic expectations. There may be some successful applications of a technology, but there are typically more failures."Trough of Disillusionment" — Technologies enter the "trough of disillusionment" because they fail to meet expectations and quickly become unfashionable. Consequently, the press usually abandons the topic and the technology."Slope of Enlightenment" — Although the press may have stopped covering the technology, some businesses continue through the "slope of enlightenment" and experiment to understand the benefits and practical application of the technology."Plateau of Productivity" — A technology reaches the "plateau of productivity" as the benefits of it become widely demonstrated and accepted. The technology becomes increasingly stable and evolves in second and third generations. The final height of the plateau varies according to whether the technology is broadly applicable or benefits only a niche market.