Managing Social Media for Agricultural Universities

Maatalous-metsätieteellinen tiedekunta
UCT 160
OBS 25
10 40
29/05/2017 1

COMPANY REFERENCES

MANAGING SOCIAL
MEDIA
Jari Salo,
Professor of Marketing, University of Helsinki
Adjunct Professor of Digital Marketing, Aalto University School of Business
Associate Editor of Internet Research

WHY SOCIAL MEDIA ?
• Create new customer
relationships
• Enhance old relationships
• Improve service
”experience” (CEM)
(mobile, augmented,
social, location)
• Create and extend brand
awareness
• Old ways of advertising do
not always reach
youngsters (with content
marketing – native/viral
reach is better)
• Simplify the fuzzy front end
of innovation (PDM,
NPD/NSD/R&D)
• Increase sales, reduce
overall costs and receiving
payments earlier
• Decrease cost of service,
operations and channel
structure
• Behavioral change –
gamification
• Slack resources

HOW TO MANAGE
TRANSFORMATION?
HOW TO MANAGE
TRANSFORMATION?

Onlinemetrics
SCM
CEM
INNOVATION
Business
Strategy
Customer
Strategy
Business
Strategy
Customer
Strategy
Value
capture
Value
creation
Value co-
creation
Value
capture
Value
creation
Value co-
creation
Performance
assesment
processes
a) Shareholder
results
b)
Performance
measuring
c) KPI
Performance
assesment
processes
a) Shareholder
results
b)
Performance
measuring
c) KPI
Multichannel
integration
-FB, Instagram,
Twitter
-YouTube
-Email & newsletters
-Company websites,
extranets, electronic
marketplaces
-SEO/SEA, web
advertising
-Blogs, pods, -Vpods,
webcasts
-Mobile, location
based services,
augmented/virtual
reality
-Data science
Multichannel
integration
-FB, Instagram,
Twitter
-YouTube
-Email & newsletters
-Company websites,
extranets, electronic
marketplaces
-SEO/SEA, web
advertising
-Blogs, pods, -Vpods,
webcasts
-Mobile, location
based services,
augmented/virtual
reality
-Data science
Information systems
- Data management
- Front & back office applications
- Big data and cloud applications
Information systems
- Data management
- Front & back office applications
- Big data and cloud applications
HOLISTIC VIEW - TRANSFORMATION
FRAMEWORK

SOCIAL MEDIASOCIAL MEDIA

https://www.youtube.com/watch?v=PkPrZbI5C3k
29/05/2017Presentation Name / Firstname Lastname 8

B2BB2B

PONSSE LAUNCH EVENT INVITATION
• Invitation to participate launch
of new product scorpion
• Target market forest
machinery operators/owners
• YouTube campaign
• Target set 500 participants,
over 1000 participated
(double than usual
• Most importantly all
Scorpions were sold (price
tag 0.5M€ each)
• Price of campaign 1000$
http://www.kauppalehti.fi/etusivu/ponssen+youtu
be-
hitti+poiki+kymmenia+tilauksia/201409699870

PONSSE LAUNCH EVENT INVITATION
https://www.youtube.com/watch?feature=player_embedded&v=lF_
bOU_584M
http://www.kauppale
hti.fi/etusivu/ponsse
n+youtube-
hitti+poiki+kymmeni
a+tilauksia/2014096
99870

SKRILLEX MARKETING: CASE NOKIA TYRES
Traktor terror is back https://www.youtube.com/watch
?v=HmcbKcf9VIc

DM DIFFERENCES BY MARKET IN
FINLAND: B2C, B2B AND B2G
B2B
B2C
B2G
Internet advertising
Communities
external
to company e.g.
social media
Revenue based advertising
Divia 2014

Divia 2014
Newsletters by email Service messages
by email
Direct email

Divia 2014
Company mobile pages
and services
Mobile advertising
(banners etc.
Mobile appsMobile service
messages (remiders
etc.

FACEBOOKFACEBOOK

SOME FACEBOOK STATISTICS
•Facebook currently has 1 billion active users.
•Facebook accounts for 1 out of every 5 page views on the internet
worldwide.
•Facebook users share over 100 billion connections collectively.
•Over 50% of the population in North America uses Facebook.
•250 million photos are uploaded to Facebook daily.
Infographic 2012
World Wide Worx, 2015

SOME FACEBOOK STATISTICS
•There are 2.7 billion likes every single day on Facebook.
•57% of Facebook user are female (43% male).
•The social media giant has 425 million mobile users.
•The average Facebook user spends 20 minutes on the site per visit.
•Facebook nearly doubled its revenue in 2011 by making over $1 billion
($600 million in 2010).
Infographic 2012

FB USED AROUND THE GLOBE

FB COMPARED TO OTHER SOCIAL
PLATFORMS
Pew research

SOCIAL PLATFORM USE
Pew research

ACTIVE USAGE
Pew research

POPULAR FB PAGES: REDBULL

STARBUCKS

LADY GAGA

FREQUENCY

COST OF PAID ADS
• CPM stands for cost per 1000 impressions. This means you’ll pay
when people see your ad. When you set up your ad, your
impressions will be optimized so your ad shows to people who are
most likely to help you reach your goal.
• CPC stands for cost per click. If you are paying for clicks, you’ll be
charged each time someone clicks on your ad or sponsored story.
When you pay for clicks, your ad will be shown to the people who are
most likely to click on your ad.

REACH
• Reach is the number of people who have seen your post.
Figures are for the first 28 days after a post's publication
and include people viewing your post on both desktop
and mobile. Your post counts as having reached
someone when it is loaded and shown in news feed.
Note that data from before July 2, 2012 only includes
people viewing your post on desktop.

ENGAGED USERS
• Engaged Users is the number of people who have clicked
anywhere on your post.

PEOPLE TALKING ABOUT
• People Talking About This is the number of people who have
created a story from your post. Stories include:
• Sharing, liking, or commenting on your post
• Answering a question
• Responding to an event
• Answers a question you've asked
• Mentions your Page
• Tags your Page in a photo
• Checks into or recommends your Place

HOW IS VIRALITY DEFINED FOR
EACH OF MY PAGE POSTS?
• Virality is the number of people who have created a story
from your post as a percentage of the number of people
who have seen it.

TECHCRUNCH – DECREASING FB
VISIBILITY ON EARNED FANBASE
http://techcrunch.com/2014/04/03/the-filtered-feed-problem/

COST OF ACQUISITION

FAN DEMOGRAPHICS

FAN DEMOGRAPHIC DETAILS

ACTIVITY - INTERACTIVITY

WHY CREATING / REFRESHING A
FANBASE IS IMPORTANT ?

VALUE OF A FACEBOOK FAN -
AUDIENCE ?
Five contributors to Facebook
performance:
Average product spending
Brand loyalty
Propensity to recommend
Brand affinity
Earned media value

HOW TO INCREASE THE VALUE OF A
FACEBOOK FAN - AUDIENCE ?
• Average product spending –Aims to increase !
• Brand loyalty –Influence and promote
• Propensity to recommend –WOM actions
• Brand affinity – increase brand perception and recall
• Earned media value – Increase earned reach &
frequency
• Cost of acquisition – Influencing participation to drive
organic growth

MONETARY VALUE PREDICTIONS
• Fans average spending $71,84 more than
non-fans per year
• Fans are 28% more likely than non-fans
to continue using the brand
• Fans are 41% more likely than non-fans
to recommend a fanned product to their
friends

VALUE OF A FAN?

VALUE OF FAN BY BRAND

AVERAGE VALUE OF A FACEBOOK
FAN
• Annualized value of an individual fan is $136.38 - but no
two fans are alike
• Differences due to contingency factors:
Company and product
Product purchase price
Product purchase frequency & cycle
Product category and brand equity

BRAND EQUITY EFFECTS
• The baseline brand equity has a very strong influence on the relative
value of a fan.
• A case in point is the fan value of BlackBerry ($83.98) versus Nokia
($180.87).
• BlackBerry manifests a lower loyalty premium for Facebook fans
because the strength of their product among non-fans is much higher
compared to Nokia.
• For Nokia, fans are intense stalwarts but less enthusiasm is evident
with non-fans.
•In this light, fan value is not simply a question of ‘good’ or ‘bad’, but rather must be
understood in terms of the overall profile of a brand’s loyalty inside and outside of the
social channel !

DIFFERENCES IN MONETARY VALUE OF A
FAN
• To illustrate, an average fan may participate with a brand ten
times a year and will make one recommendation. But, an
active fan may participate thirty times and make ten
recommendations.
• The impact this has on fan value is quite dramatic. In the case
of Coca- Cola, the best case for fan value reaches $316.78
but is $137.84 for an average fan. In the worse case scenario,
a fan is worth $0.

DIFFERENCES IN MONETARY VALUE OF A
FAN
• This degree of variability in the value of a fan must be a major
consideration in determining how brands address different
types of fans in efforts to move them up the value ladder.
• The goal must be to reduce fan variability while moving the
average fan value to the active end of the range.

PRODUCT SPENDING

BRAND LOYALTY
•Facebook fans were more loyal to the fanned brand than consumers
who were not fans. On average, Facebook fans are 28% more likely to
continue using a brand than are non-fan consumers.
•Adidas had the highest variance of loyalty between fans and non-fans
with 42.5% of fans indicating a heightened likelihood of continued
product usage.

BRAND LOYALTY

PROPENSITY TO RECOMMEND
•In general, WOM is extremely credible as a sales driver and plays a
direct role in driving an organization’s revenue.
•Overall, 68% (on average) of Facebook fans indicated that they are very
likely to recommend a product across the 20-top leading brands. This is
contrasted by 28% for non-fans.
•Gaming brand Playstation led overall Likelihood to be Recommend with
81.4% followed by Victoria’s Secret with 79.4%.

PROPENSITY TO RECOMMEND
•On average, Facebook fans were 41% more likely to recommend a
product than their non-fan counterparts.
•A large of base of fans would result in an increase in consumers willing
to participate in brand-based recommendations and discussions.
•38% of respondents reported that they would likely become a fan of a
brand if they saw a family member or close friend do so.

BRAND AFFINITY
•Brand affinity demonstrates the ability of a brand to drive repeat
purchases and long-term success – more of a connection - empathy
•Research indicates that 81% of fans said they feel
connection/empathy with the brand, compared to 39% of non-fans.
•87% said they felt warmth, gratitude, happy or satisfied, compared
to 49% of non-fans.
•Most brands show a significant gap in results between those who
are fans and those who are non-fans.

Maatalous-metsätieteellinen tiedekunta 57

FACEBOOK – INFLUENCE ON
CB, MULTIPLE VIEWS STUDIES…
• 90 % reads peer evaluations (of products etc.)
• 48% thinks these evaluations are important
• 26 % admits the influence
• 56% seeks for discounts and offers
• 54% seeks for product information / news
Context: Finland

SERVICES PROVIDED IN THE
TRAVEL AND TOURISM INDUSTRY
•Delta Air Lines has launched The Delta Ticket Window, a Facebook
application that lets members
find, book and share flights via the
“Book a Trip” tab on the airline’s Facebook Page.
•The application was built to keep the user on
Delta’s Facebook Page for the duration of
the booking process, as well as give them
the opportunity to share their booked flight with friends.

SERVICES PROVIDED IN THE TRAVEL
AND TOURISM INDUSTRY
•Delta’s Ticket Window, powered by Alvenda, is the first to isolate
the entire booking process inside Facebook.
•European budget airline easyJet began experimenting with selling
flights on Facebook earlier in the year, but users are redirected to
easyJet’s website to book their flight.
•Delta Ticket Window will evolve outside of Facebook and become
integrated into banner ads too.
•Delta Ticket Window is likely to get heavy traction from Facebook
users curious about the application (it already appears to be having
a bit of trouble managing the load). Once the newness of the
application fades, it should be interesting to see if would-be
travelers find the service relevant to their lifestyles.

NOT FOR
PROFIT
ACTIVITIES
http://blogs-images.forbes.com/dandiamond/files/2014/08/IceBucket_Data_Graphic-1297x1940.jpg

FACEBOOK MOTIVATIONS

13 ”GOOD” FB PRACTICES:
• Be personal à affiliation
• Employ visuals à easy to interact / like
• Launch contests à easy to participate / grasps attention
• Be funny à its natural to love smiley face =)
• Highlight employees à self loving big boss billionaire causes envy
• Respond quickly à we want to be noticed was , why we would post if
we don't want response
• Plan your posts (time)à Most of us are not in FB 2 am – most likely
sleeping, not always =)

13 “GOOD” FB PRACTICES:
• Plan your posts (frequency) à depends on the audience – compare to
FB activity
• Discus current events – people want to engage
• Ask questions – people want to show their intelligence
• Know your audience
• Invite more fans in all possible channels
• Pin your post (i.e. decide what to show)
• Mix and match all above

SOCIAL RETAIL (AS IF THE RETAIL
HASN´T ALWAYS BEEN SOCIAL...)
• Social login - Facebook or other SNS enabled social
commerce with given retailer
• Authenticate identities
• Pull customer information from particular SNS
• Tailor / customize in real-time the retailers website
• Social labs study showed that in 2012 only 6% of top 500
online retailers used social login

SOCIAL LOGIN

TOO MUCH OF FACEBOOK ?

NEGATIVE ISSUES
• FB controls platform
• FB owns data
• Some companies over investing – what if ?
• And FB reach by companies posting down from
16% in 2012 reach to 6,5% 2014 (by Edgerank in
Socialbakers)

HOW ABOUT THE COMPETITORS?
over 100 million
over 150 million
over 150 million
over 90 million

IF YOU ARE LOOKING FOR MALE
ENGINEER...
•Google+ has had 90 (250 summer 2012, 150 active) million unique
visitors.
•Google+ users are 71% male.
•The most common occupation of a Google+ user is an engineer.
•44% of Google+ users are “single”.

IF YOU ARE LOOKING FOR A FEMALE
ARTIST AND DESIGNER…
• Pinterest has had 21 million unique visits 10 million users.
• The top two locations for Pinterest users are Mississippi, Alabama,
Kentucky and Tennessee.
• The top interests of Pinterest users are crafts, hobbies, interior design
and fashion.
• 82% of Pinterest users are female (18% male).
• The average Pinterest visit lasts 17 minutes.

PINTEREST LOVES FASHION

PIN IT TO UNLOCK IT
E-commerce pioneer Gilt may have found a way to
cash in on the social media platform anyway.
According to TechCrunch, Gilt has started a new
“Pin It to Unlock It,” feature which requires a
product to be pinned 50 times (in total), before
customers can purchase it. Gilt has started the
promotion on the Gilt Kids’ Pinterest board, but
one can imagine that they’ll be implementing
similar strategies across broader categories soon.

IF YOU ARE LOOKING FOR
EMPLOYEES OR COMPANIES…
• LinkedIn has 150 (175 summer 2012) million registered users.
• 75% of LinkedIn users use it for business purposes.
• There are 2 million companies on LinkedIn.
• 50% of LinkedIn users have a bachelors or graduate degree

HOW LINKEDIN ENGAGES ITS USERS

IF YOU ARE LOOKING FOR
MUSIC FANS AND ARTISTS…

VKONTAKTE

SOCIAL PLATFORMS IN CHINA
Pew research

TECHCRUNCH – PEW RESEARH

QQ

RENREN

FOR ACADEMICS:
Research Gate

FOR ACADEMICS:

FACEBOOK MARKETING ?
Twitter marketing
YouTube marketing
LinkedIn marketing
Instagram marketing
Whatsapp marketing
Pinterest marketing
Google+ marketing
Myspace marketing
Just digital marketing in another context !
Why ? For what purpose ? With what impact on business performance?

TWITTER AND NATIVE
ADS
TWITTER AND NATIVE
ADS
29/05/2017 87

TWITTER: SHORT MESSAGE SERVICE
Gosalves, Antone: “Dell Makes $3 Million for Twitter-related Sales”, InformationWeek 12 Jun 2009
@delloutlet has 600.000 followers in 2010

TWITTER FACTS
• Twitter has over 200 million active users.
• 13% of internet users also use Twitter.
• 54% of Twitter users use Twitter on their mobile devices.
• 36% of Twitter users tweet at least once a day.
• The average visit on Twitter lasts for 14 minutes.
• 59% of Twitter users are female (41% male).
Sina Weibo
300 million users

TWITTER FACTS

WHY DO WE FOLLOW COMPANIES
ON TWITTER ?

ONLINE ACTIVITY COMPARED TO
TWITTER USERS

LIVE-TWEETING BEHAVIOR

TWITTER - PROMOTED TWEET

TWITTER ADS BOOST TV AD IMPACT
Source: @KPCB ; Twitter & TV Study, Millward Brown Digital 12/ 13

NATIVE CONTENT ADVERTISING (PRODUCT PLACEMENT)
(HTTP://WWW.SHARETHROUGH.COM/PORTFOLIO-ITEM/IPG-
STUDY/)

SOCIAL MEDIA
ADVERTISING
– EMOTIONS AND
SHARING BEHAVIOR
SOCIAL MEDIA
ADVERTISING
– EMOTIONS AND
SHARING BEHAVIOR

SOCIAL MEDIA – EMOTIONS -
SHARING
Humans have four basic emotions (Jack et al 2014, Current
Biology):
• Happy
• Sad
• Afraid/surprised
• Angry/disgusted

WHEEL OF EMOTIONS (PLUTCHIK,
1980)
Emotion: Theory, research, and experience:
Vol. 1. Theories of emotion 1, New York: Academic

TOP 10 EMOTIONS (FRACTL,2013)

EMOTIONS AND SOCIAL MEDIA
• Happiness makes us want to share (baby smiles – we smile –
hard-wired to our brain)
• Jonah Berger (Contagious: Why Things Catch On,) 7000 articles
NY Times study, the more positive the article was more likely it
would become viral
• Sadness helps us connect and empathize
• Fear/surprise make us desperate for something to cling to
• Anger/disgust make us more stubborn

NEGATIVE EMOTIONS THAT ARE
POSITIVELY RELATED TO VIRALITY

EMOTIONS AND ADVERTISING
CAMPAIGNS
• 1400 case studies (campaigns studied)
Type of content

SOCIAL CRMSOCIAL CRM

SOCIAL CRM -

SOCIAL CRM (A) SOLIS & THOMAS
Social media
branding Skittles.com
(Mars company)
Betty White
Superbowl 2010 +
social media branding
Snickers (Mars company)

SOCIAL CRM (B) (GARTNER)

SOCIAL CRM (C) (CHESS MEDIA GROUP)

CHANGE IN ”DIGITAL”
EVERYDAY OF PEOPLE?
• Search online recipes - by the
ingredients / goods online
(Foodie.fm) delivered to your
home/office
• Music (Spotify)
• Phone - video (Skype)
• Movies & TV-series (Netflix)
• Health and wellbeing – quantified
self (Polar activity bracelets)
• Online learning (younger
generation)
• Young people share sports /
events of everyday to Instagram
and FB
• Sharing baby pictures?
• Smart houses (Bluetooth,
infrared enabled devices, digital
locks, fire alarms e.g. Nest Labs
bought by Google)
• Smart cars (telematics run by e.g.
Volvo)
• Routine work done by computers
/ robots while idea generation/
creativity left to humans
(Designer Eero Aarnio said
without ideas and designs
industrial machines wouldn't
produce anything)
Key question to ask - What kind of experiences are sought after in
general and specifically by customers, employees, managers?

COMMENTS / QUESTIONS?
jari.salo@helsinki.fi
@digimgt
www.slideshare.net/
jarisa

Managing Social Media for Agricultural Universities

Recommended

Recommended

More Related Content

Similar to Managing Social Media for Agricultural Universities

Similar to Managing Social Media for Agricultural Universities (20)

More from Jari Salo

More from Jari Salo (20)

Recently uploaded

Recently uploaded (20)

Managing Social Media for Agricultural Universities