GM 8e - Ch. 17 - Social Media Marketing - Pearson webinar - 20.05.2020.ppt

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Social Media Marketing
By Svend Hollensen
Virtual Guest Lecture

Housekeeping rules + Info
• Questions at the end
- Use Q&A to type your question
- Or ‘raise hand’ button to ask your question
via audio
- Upvote a question if you also have the
same question
• Recording will be shared
• Slides will be shared

Svend
Hollensen
• Ph.D. (Dr.) and Associate Professor of
International Marketing at University of Southern
Denmark (Sønderborg).
• Practical experience in Marketing from his work
at multinational companies.
• Multiple publications to his name including
Internationally recognized Journals and Pearson
Marketing books.
• Research Interests: Relationship Marketing,
Globalization and Internationalization of
companies.

Global Marketing
Eighth Edition
Part IV
Designing the global marketing
programme
Chapter 17
Communication decisions
(promotion strategies)

Figure 1.1: The five-stage decision model in global marketing

How can Social Media
Marketing (YouTube,
LinkedIn etc.) Create
Customer Value

Figure 17.6: The role of internet communication
in the customers’ buying process

C1
C2 C3
C4
Firm
(Brand)
Traditional one-way advertising
= ”Bowling” approach:
= ”Pinball” approach:
C1
C2 C3
C4
Note: C = Consumer
Firm
(Brand)
Based on the idea from: Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat,
L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships.
Journal of Service Research, 13(3), 311-330.

Figure 17.8: The extended interactive market communication model
Note: C = consumer.

Figure 17.9
The 6C model (company, content, control,
community, consumers, conversations)
Source: Adapted from Parent, M., Plangger, K. and Bal, A. (2011) ‘The new WTP: willingness to participate’, Business Horizons, 54, pp. 219–229.

Influencer Marketing
Influence Marketing is a form of marketing in which the individuals that have influence over potential customers are
identified, and orients marketing activities around these influencers. It can be used to establish credibility in the market, to
create social conversations around a brand, or to drive online or in-store sales of products.
Influencer content may be framed as:
Using testimonials to influence
potential buyers in their
purchase decision.
Testimonial
Influencer
Using testimonials/brand value
from well known players in the
value-chain of a product
(retailers, manufacturers,
OEM’s, etc.)
Supply-chain
influencers
The use of journalist, academics,
industry analysts, professional
advisers, etc. to speak on behalf
of a brand or product.
Value-added
influencers
The use of persuasion techniques
in a social environment. Often
referred to as “Advocacy”,
influence is less about arguing
for a point of view, and more
about the interaction between
community members.
Social
influencers
Source: Peter Enger, Engergroup, https://www.linkedin.com/in/peter-enger/?originalSubdomain=dk

Figure 17.11: The social media funnel

Owned
Media
Paid
Media
Word of Mouth (e-WoM)
Shares, Likes, Mentions, Tweets,
Retweets, Reposts, Reviews
Recommendations
Earned
Media
Utilize owned, earned and paid media
in combination for a comprehensive
strategy
Sharing &
engagement with
paid promotion
SEO (Search-Engine-
Optimization) & brand
content drive earned
media
(sharing) & traffic
Paid Advertising
Pay Per Click (PPC)
Display Ads
Retargeting
Paid Influencers
Paid Content
Promotion in ‘old’
media
Social Media Ads
Gain more exposure to web properties
w/SEO (Search-Engine-Optimization) and
PPC (Pay-Per-Click)
Web Properties
Website, Mobile Site
Content, Blog, Social
Media Channels

PAID
OWNED
EARNED
REACH
Paid, Owned, & Earned Reach
ID
(person/brand)
Low Low
High High
Source: Peter Enger, Engergroup, https://www.linkedin.com/in/peter-enger/?originalSubdomain=dk

Trish Regan – Fox News:
https://www.youtube.com/wat
ch?v=E2Bqx3iXFdM&t=65s
Dan Jørgensen:
https://www.youtube.com/wat
ch?v=Lut2NEZa0Hc
Figure 17.13: Creation of a viral campaign through social media

Case/Examples

Revenues per year: EUR 530 million
Number of employees: 1,800
Number of countries: 88

Abena:
Family-owned manufacturer and wholesaler of health
care solutions and related products headquartered in
Aabenraa in Southern Denmark.

The Danish SME diaper company (Abena) wants to sell
diapers in the world’s most competitive (disposable) diaper
market
USA
US Diaper sales: USD 6 Billion
World market: USD 50 Billion
The market is dominated by huge companies:
- P&G (Pampers)
- Kimberly-Clark (Huggies)

Influencer Marketing in USA:

By: Svend Hollensen (svend@sam.sdu.dk, LinkedIn profile: www.linkedin.com/in/hollensen), 22nd January 2020
Effects of LinkedIn marketing campaigns – Parallel posting
The following two LinkedIn posts were done on the 13th January, 2020:
Own Post (posted 13.01.2020):

Pearson Nordics post – reshared (posted 13.01.2020):

Further Statistics on number of views (one week after):
Own post – statistics (number of views = 16,867):

Thank you !
Questions are welcome now or
later on svend@sam.sdu.dk
(SDU University of Southern Denmark, Sønderborg)

GM 8e - Ch. 17 - Social Media Marketing - Pearson webinar - 20.05.2020.ppt

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