This document summarizes a master's thesis presentation on implementing digital marketing strategies for leading companies using social media. The presentation covers: 1) An introduction discussing how social media has transformed communication and businesses need to adapt their marketing. 2) A methodology section outlining a qualitative study of social media marketing techniques through secondary data collection and interviews to understand practices and identify improvement areas. 3) Results showing that the case study company 3DS uses transparency, awareness/interaction increases, and engagement/participation creation through their social media strategy from a bottom-up information processing approach.

1. Benefits of Social Media:
Which Digital Marketing Strategy to Implement for Leading
Companies with a Spirit of Constant Innovation ?
Master Thesis Presentation
Oriane Liégé
2012 – 2013

2. Agenda
Introduction
Results
Research Limitation and Conclusion5
4
3
2
1
Methoology
From Problem Statement to Research Problem

3. • Digital & Social Media have radically transformed the
way people communicate
 New channels of communication
 New approaches of communication
 Multiplication of point of contact
…A storm called social media for the halls of business ?
INTRODUCTION
We are in…

4. CONCERN:
Digital economy trends + literature review on networks
and social media lead us to the following findings:
Companies need to adapt their marketing strategies and
evolve in order to benefits from the digital economy
Problem statement

5. Your own footer Your Logo
How social media marketing
strategies and online brand
communities participate to the
vision of social innovation and
benefits brands in the paradigm
of a truly participative economy?
The research problem
The gap between what is wanted and what is observed…

6. Methodology
Contextualize & Understand
• Analyze & understand social media
marketing techniques & practices
• Comparative study / Qualitative
method  secondary data collected
and interviews
Analytical and Practical Study
3
• A Presence on severals channels
• Social Media Marketing Inputs 
Profiling, Marketing One-to-One
• Points of improvement (infastructure)
Draw General Conclusions
2
1
• Theme introduction
• Definition of social networks and
collaborative platforms
• Focusing on a case study /
Making hypothesis
Corporate
OFFLINE
ONLINE
Brands
VISION

7. Results
A good Social
Marketing Strategy
for 3DS
Transparency
Increase awareness &
interaction
Create brand
engagement &
participation
 They know their audience
I
From push to bottom-
up processing
Exchange & Co-
creation strategy

8. Research Limitation & Conclusion
LIMITATION:
• Method used
• Performance Metrics
• Confidential Information
IMPLICATION:
 Academic > effort to address a new topic provides some directions for future
research, critical awareness of current digital and social media issues,
insight on how social media change communication practices and can
enable brand awareness and lead generation
 Managerial > practices used in our case study that can be used in order for
professionals to better incorporate it in their everyday work for supporting
business needs

9. THANK YOU
for your attention!
Master Thesis Presentation
Oriane Liégé
2012 – 2013