Basic presentation on how to use social media for business purposes for undergraduate students at University of Belgrade, course in Strategic marketing, winter 2013.

1. HOW TO USE SOCIAL MEDIA
FOR BUSINESS?
Nikolina Ljepava, MSc., MASDA

2. ONLINE COMMUNICATION
GOALS
1. To reach your target audience
2. Promote your products or services
3. Marketing research purposes

3. ONLINE COMMUNICATION
Internet – communication channel
Communication tools:
email, website, Facebook page, Twitter,
LinkedIn, YouTube, online press releases,
blog...

4. ONLINE COMMUNICATION
Types of online communication
 real-time (RTC, synchronous)(chat services,
Skype, Google Talk, Facebook chat, MSN)
 asynchronous(email, discussion groups,
comments (websites, blogs), FB
communication...)

5. ONLINE COMMUNICATION
1. Business communication
2. Personal communication
THESE TWO CAN OVERLAP

6. SOCIAL NETWORKS
Characteristics of social networking websites
Factors that might influence business presentation on
social networks
Promoting your products/ services on social networks

7. SOCIAL NETWORKS
 Increasingly popular business communication tools
 Marketing tool
 Personalization and individualization
 Cluster structure of social networks (network
visualization and analysis by Gephi)
 Data properties, network structure
 What principles govern network behaviour

8. SOCIAL NETWORKS
Communication
 Conversation
 Interactivity
 Professionalism
 Be relevant
 Be polite!

9. SOCIAL NETWORKS
1. Business communication
2. Personal communication
THESE TWO CAN OVERLAP

10. SOCIAL NETWORKS
Psychological characteristics that might influence
patterns and frequency of social network use
- Extraversion
- Narcissism
- Level of trust
- Shyness
- Neuroticism

11. SOCIAL NETWORKS
EVERYTHING YOU POST ONLINE IS
PUBLIC
PERMANENT
SHAREABLE ON SOCIAL NETWORKS

12. PERSONAL ONLINE PR
Vanity search or necessity?
When was the last time you googled your
name (and surname  )?

13. SOCIAL NETWORKS
WHAT ARE POSSIBLE BUSINESS APPLICATIONS OF
SOCIAL NETWORKING WEBSITES?

14. SOCIAL NETWORKS
Advertisement
vs
Friend reccomendation
WHO DO YOU TRUST MORE?

15. SOCIAL NETWORKS
Viral marketing on social networks
Recommendations
Pay attention to target groups
Might have a counter effect ( psychological reactance)

16. SOCIAL NETWORKS
Why people share information?
Information you want to tell your friends about
Psychological arousal
Social networks are all about sharing!

17. SOCIAL NETWORKS
Traditional marketing
Vs
Online marketing
COMPLEMENT OR SUBSTITUTE?

18. GROUP EXCERSISE
You need to create an online viral campaign
for danish chocolate.
It is a low-cost campaign and needs to be
based on social networks.

19. Thank you!
Contact
ljepavan@uwindsor.ca