In order to understand how to outreach brand awareness of successfully following 6 p’s framework, it is necessary to compare the chosen social media platforms, that is Facebook, LinkedIn and blogs. By doing this comparison ByLykke will know how to thoughtfully engage its online brand community, thus will increase its Brand awareness in a smart way. We choose particularly Facebook, LinkedIn and the company’s blog because they benefit cost efficiency, give extensive consumer base and have been of interest to the company. Also platforms create synergy effect between them. It is also not only enough to set up account in any of these social media platforms and have a presence, without any destination. Thus all three social media platforms are different Bylykke needs to have a purpose when choosing to interact on specific social media. It also takes time and effort to engage the users in the smart way and keep them engaged with Bylykke online brand community. In addition we provide critics on chosen theories and models and also alternative's. Successfully following our suggestions and recommendations this digital marketing strategy will increase ByLykke Brand awareness and distribute its products in a new innovative way. More in the end of the presentation you can find current improvements.

1. How Social Media (Facebook,
LinkedIn & the company´s Blog) can
increase ByLykke´s Brand Awareness?
By
Barbara
Noor,
Korinna
Ringendahl,
Kris4ne
Bezbaile,
Mara
Munk
Jensen
&
Victor
Brugirard
1

2. Agenda
• Linkage
between
Social
Media
and
the
chosen
Theories/
Model
• The
Applica4on
of
6
P´s
to
ByLykke
• Social
Media
in
Comparison
to
ByLykke
• Methodology
• Conclusion
• Cri4cism
of
Theories
&
Engagement
Model
• Alterna4ve
Theories
&
Models
2

3. Linkage between Social Media
and the chosen Theories/ Model
Social
Exchange
Theory:
– Mostly
addresses
intangible
benefits;
Posi4ve
social
outcomes
are
rising
trust
and
the
commitment
to
sustain
the
exchange
rela4onship
McLuhan
Media
Theory:
– LinkedIn,
FB
and
blogs
=
use
of
cold
media
with
high
defini4on;
applica4on
of
visual
aid
to
fully
engage
consumers
Engagement
Model:
– How
the
company
engages
consumers
to
create
brand
awareness
=
when
engagement
is
achieved
consumers
are
engaging
other
consumers
=
two-­‐way
communica9on
Source:
(Bezbaile
et.
al.,
2014)
3

4. Example: Linkage between
Facebook and the chosen
Theories/ Model
Social
Exchange
Theory:
• Knowledge
sharing
• Enhancing
Trust-­‐building
by
interac4ons
McLuhan
Media
Theory:
• Gets
people
engaged
be`er
when
giving
visualize
Engagement
Model:
• Comment:
engaging
consumers
with
the
company
• Share:
consumers
are
engaging
other
consumers
Sources:
(ByLykke,
2014;
Bezbaile
et.
al.,
2014)
4

5. 6 P’s of social media
The
6P's
model
is
used
in
order
to
engage
users
further
than
in
the
engagement
model.
The
model
groups
different
Social
Media
components
to
analyze
the
engagement
process
in
online
branding
communi4es
Source:
(Wang,
2011)
5

6. Profile
A
func4on
offered
by
social
media
plaeorms
Companies
reflect
themselves
in
the
profile
ByLykke:
• Public
profile
• A
plaeorm
to
express
itself,
to
stay
in
contact
with
the
users
• Social
interac4on
takes
places
because:
1. Who
it
is
2. Perceived
desirability
3. A
common
ground
User’s
profiles:
• Understanding
the
users
poten4al
customers
• Understanding
their
needs
in
order
to
develop
the
brand
Source:
(Wang,
2011)
6

7. Peer
Any
person
using
any
type
of
social
media
3
types
–
a
very
subjec4ve
classifica4on
ByLykke:
• The
upward
peers:
only
a
few
• The
downward
peers:
none
of
them
• The
on-­‐par
peers:
most
of
the
peers
Users:
• They
help
the
company
to
segment
target
a
certain
market
realize
on
which
users
should
it
focus
on
Source:
(Wang,
2011)
7

8. Person
• Person
behind
the
social
media:
Pia
Lykke
Bertelsen.
• Personality:
natural
and
efficacy.
• Meaning
of
the
social
media:
gain
popularity
and
recogni4on.
• Ambassador:
herself
The
person
is
the
one
who
runs
the
social
media
giving
to
it
reflect
the
personality,
inten4ons
and
mo4ves.
Sources:
(ByLykke,
2014;
Wang,
2012)
8

9. Post
• Base:
the
product
or
the
brand
• Types:
Entertaining,
thanking
and
sharing
posts.
• Uses:
make
par4cipate,
please
and
inform
the
followers.
• Results:
posi4ve
emo4ons,
informa4on
and
entertainment.
• Strengths:
enjoyable,
create
trust/truth
The
post
is
what
is
shown
individually
on
the
social
media
of
the
company.
Sources:
(ByLykke,
2014;
Wang,
2012)
9

10. Perception
Source:
(Own
crea4on
based
on
the
Adapta4on
of
Peirce’s
Triad
of
Semio4cs,
Wang,
2012)
The
percep4on
process
involves:
• Exposure
-­‐ Paid
adver4sement
-­‐ Communica4on
exposure
• AHen9on
-­‐ Social
media
over
tradi4onal
channels
• Interpreta9on
-­‐ Validity
and
high
social
value
10

11. Pull
Pull
refers
to
the
amount
of
social
capital
and
influence
that
an
individual
user
is
able
to
command
from
their
peers
through
their
social
network
Patricians
Parvenus
POSERUS
Ploretarian
• Patricians
-­‐ Late
adopters
-­‐ Tradi4onal
channels
• Parvenus
-­‐ Younger
genera4on
-­‐ Social
media
orienta4on
• Poserus
-­‐ High
focus
on
online
ac4vi4es
• Ploretarian
-­‐ Exclude
social
media
concentrate
on
tradi4onal
channels
Source:
(Own
crea4on
based
on
Wang,
2012)
11

12. Findings of the 6 P’s
Person
Profile
Post
Peers
Percep4on
Pull
Source:
(Own
crea4on
based
on
Wang,
2012)
• Differen4a4on
• Healthy
lifestyle
related
concept
• Frequency
and
quality
of
posts
• Person
as
an
ambassador
12

13. Social Media
13

14. Criteria
Main
Industry
Impact
B2C
B2B
B2C
Social
Media
Site
Focus
Sharing
of
news,
content,
stories
Sharing
of
company
and
industry
news/
discussions
Sharing
opinions/
direct
forum
discussions/
responses
to
consumers
Viral
Brand
Exposure
Opportuni9es
“Likes”
or
comments
on
content,
brand
communi4es,
fan
pages
“Likes”
or
comments
on
news,
group
discussions,
company
follows
Subscribe,
share,
comment
follow
Impact
on
Web
Traffic
1
billion
ac4ve
users
240
million
ac4ve
users
200
million
ac4ve
bloggers
Adver9sing
Opportuni9es
Facebook
Ads
Premium
Ads
Facebook
Apps
Feature
Facebook
Connect
Plugins
Crowd
Funding
Dona4ons
LinkedIn
Premium
Ads
Banners
from
different
or
the
same
industry
Affiliate
links
from
different
industries
Social Media Site Comparison to ByLykke
Sources:
(Levy,
2010;
Qualman,
2013)
14

15. Methodology
Unit
1
Unit
2
Unit
3
• Reality
consists
of
units
à
each
unit
has
its
own
components,
which
create
their
own
system
• Researcher
goes
through
a
learning
process;
no
ac4ve
involvement
of
the
company
• Systems
creator’s
knowledge,
interests
and
goals
influence
how
the
company’s
problem
is
formulated
and
how
it
will
progresses
• Sum
of
the
parts
does
not
equal
the
whole
à
synergis4c
effects.
Reality
Source:
(Arbnor
Bjerke,
2009)
Systems Approach

16. Paradigm
• Describes
basic
philosophical
assump4ons
that
influence
research
Source:
(Arbnor
Bjerke,
2009)
1 2 3 4 5 6
Reality
as
concret
e and
confor
mable
to law
from
structu
re
indepe
ndent
of the
observ
er
Reality
as
mutual
ly
depend
ent
fields
of
inform
ation
Reality
as a
world
of
symbol
ic
discour
se
Reality
as a
social
construct
ion
Reality as
a
manifestat
ion of
human
intention
Reality
as a
concrete
determi
ning
process
THE ANALYTICAL APPROACH
THE ACTORS APPROACH
THE SYSTEMS
APPROACH

17. Conclusion
How
social
media
(Facebook,
Linkedin
and
company’s
blog
page)
can
increase
Bylykke’s
Brand
awareness?
• Audience
Type
• Message
• Consumer
engagement
Process
• Purpose
• Time
• Keep
constantly
engage
with
your
online
Brand
Community
15

18. Criticism: Social Exchange Theory
• Reduc4on
of
human
interac4on
to
a
ra4onal
process
=
ra4onal
man
must
have
complete
perfect
informa4on
=
humans
are
ra9onal
in
principle
but
not
in
prac9ce
• Are
people
really
as
self-­‐interested
as
SET
assumes?
=
wrong
to
think
about
personal
rela4onships
in
the
same
way
as
business
transac4ons
• Focuses
on
individual
needs
(based
on
a
rewards
concept)
fails
to
explain
the
significance
of
group
solidarity
=
problema9c
to
adapt
in
more
collec9vis9c
cultures
• Cost
rewards
are
not
clearly
defined
Sources:
(Miller,
2005;
West
Turner,
2007;
Duck,
1994)

19. Criticism: McLuhan’s Media Theory
• Raymond
Williams
(1974)
was
one
of
the
first
to
suggest
that
McLuhan
was
a
technological
determinist
because
his
formalist
analysis
of
the
media
was
lacking
in
its
ability
to
account
for
the
workings
of
power,
poli4cal
economy,
ins4tu4onal
organiza4on,
and
everyday
life.
• Difficult
to
understand
that
he
was
merely
referring
to
any
maHer
or
force
that
amplified
man’s
five
physical
senses
by
any
means
or
modes.
• The
message
-­‐
The
form
of
media
used
were
different,
radio
and
television,
but
the
end
result
seems
to
be
same
-­‐
acquisi4on
of
mass
support.
• McLuhan’s
classifica9on
of
media
takes
into
account
only
two
factors:
par4cipa4on
and
informa4on
• When
McLuhan
claimed
that
he
himself
could
not
understand
his
wri4ng
some4mes
because
it
was
too
complicated,
he
probably
expected
the
reader
to
an4cipate
a
convoluted
disserta4on
of
media
sciences
and
not
a
how-­‐to
guide
to
such
a
complex
subject.

20. Criticism: Engagement Model
• Internally
focused
• Very
subjec4ve
model
• Difficulty
of
monitoring
forecas4ng
effects
• Measurement
criteria
• User
openness
with
Social
Media

21. Alternative: Social Exchange Theory
Equity
Theory
(1963)
• also
deals
with
the
cost
benefit/reward
aspect
of
a
rela9onship
• Individuals
try
to
maximize
their
outcomes
by
maximizing
the
difference
between
perceived
rewards
costs
• good
rela4onship
=
both
benefits
costs
should
be
balanced
between
two
individuals
in
a
rela9onship
• Inequali9es
in
rela9onships
will
cause
the
par4cipants
to
be
unhappy
to
a
degree
propor4onal
to
the
amount
of
inequality
• Individuals
will
tend
to
work
to
balance
out
inequali9es;
the
greater
the
inequality,
the
harder
they
will
work
to
improve
the
current
situa4on
Source:
(Sprecher,
1998)

22. Alternative: McLuhan’s Media Theory
Agenda
se]ng
theory
(more
news
and
campaign
based)
-­‐ Agenda-­‐sevng
is
the
crea4on
of
public
awareness
and
concern
of
salient
issues
by
the
news
media.
Two
basis
assump4ons
underlie
most
research
on
agenda-­‐sevng:
(1)
the
press
and
the
media
do
not
reflect
reality;
they
filter
and
shape
it;
(2)
media
concentra4on
on
a
few
issues
and
subjects
leads
the
public
to
perceive
those
issues
as
more
important
than
other
issues
Media
richness
theory
(management
oriented)
• Researchers
Daw,
Lengel
and
successors
propose
that
communica4on
media
have
varying
capaci4es
for
resolving
ambiguity,
nego4a4ng
varying
interpreta4ons,
and
facilita4ng
understanding.
-­‐ Two
main
assump4ons
of
this
theory
are:
people
want
to
overcome
equivocality
and
uncertainty
in
organiza4ons
and
a
variety
of
media
commonly
used
in
organiza4ons
work
be`er
for
certain
tasks
than
others.
Using
four
criteria,
Daw
and
Lengel
present
a
media
richness
hierarchy,
arranged
from
high
to
low
degrees
of
richness,
to
illustrate
the
capacity
of
media
types
to
process
ambiguous
communica4on
in
organiza4ons.

23. Cri9cism
:
• It
is
a
new
framework
Alterna9ve:
Social
comparison
theory
(=
the
user’s
mo4ves
for
social
comparison/
Why
would
ByLykke
compare
itself
with
the
users
consumers)
• Self-­‐evalua9on:
How
a
user
engages
in
social
comparison
(goals,
comparison
targets
similar
to
themselves)
• Self-­‐enhancement:
How
a
user
improves
his
self-­‐esteem(distort
the
informa4on;
upward
vs.
downward
comparisons;
not
looking
for
a
similar
target
anymore)
• Self-­‐assessment:
accurate
and
objec4ve
evalua4on
of
the
self
(reducing
the
uncertainty
about
their
abili4es;
feedback
is
needed)
Criticism and Alternative: 6 P’s

24. 6 P’s
• Self-­‐verifica9on:
the
desire
to
verify
their
pre-­‐exis4ng
self-­‐concep4ons,
maintaining
consistency
between
their
previously
formed
self-­‐concep4ons
and
the
feedback
=
people
get
the
sense
of
control
and
predictability
in
the
social
world
•
Self-­‐improvement:
self-­‐help/
self-­‐
guided
improvement
–
economically,
intellectually
or
emo4onally;
support
groups
or
places
where
users
in
similar
situa4ons
join
and
communicate
together

26. Bibliography
• BYLYKKE
(2014)
ByLykke
Health/
Beauty.
[Online]
Available
from:
h`ps://
www.facebook.com/bylykke.colostrumcreme?fref=ts.
[Accessed:
19th
June
2014]
• BEZBAILE,
K.
BRUGIRARD,
V.
MUNK
JENSEN,
M.
NOOR,
B.
RINGENDAHL,
K.
(2014)
Semester
Project
–
Group
1.
How
Social
Media
(Facebook,
LinkedIn
the
company´s
Blog)
can
increase
ByLykke´s
brand
awareness?
• WANG,
H.
(2012)
Six
P’s
of
youth
social
media
from
a
young
consumer’s
perspec4ve.
YOUNG
CONSUMERS.
Vol.13,
No.3
p.303-­‐317.
Bingley:
Emerald
Group
Publishing
Limited.
•
LEVY.R.
J
(2010).
Facebook
Marke4ng.
2nd
edi4on.
United
States
of
America:
Person
Educa4on,
Inc
• QUALMAN.E.
(2013).
Socialnomics.
2nd
edi4on.
United
States
of
America:
John
Wiley
Sons,
Inc.
17