The document discusses how companies are using various social media platforms as marketing tools. It describes key social media like Facebook, Twitter, YouTube, and LinkedIn. It outlines how companies are using these channels to share information, monitor trends, promote their brand, and interact with customers. The document also examines common social media strategies around brand building, public relations, sales, and collaboration. It provides examples of how social media can benefit companies at different stages of the customer journey from awareness to support.
This document discusses social media and its use in marketing. It defines social media as a social instrument of communication on the Internet that allows people to share opinions, experiences and information. Social media has changed how people interact and how businesses operate, bringing new marketing methods. The elements of social media are divided into six categories: content creation, content sharing, networking, joint productions, virtual worlds, and plugins. The advantages of social media include easy communication and networking globally. Disadvantages include the time needed to engage actively and privacy/impression concerns. When using social media for marketing, companies should listen to customers, engage and adapt content, participate in conversations, and continue updates and content sharing.
Social Media Marketing Strategy: Lessons from the Hospitality IndustryAni Nacheva
This document provides a literature review on social media marketing strategies in the hospitality industry. It begins by defining social media and discussing its increasing integration into business strategies. It then explores how social media can benefit businesses by allowing two-way communication and user-generated content. Specifically for hospitality, social media reduces information advantages for intermediaries. The document also examines how social media influences consumer behavior, particularly travel behavior, and identifies factors that affect consumers' social media usage and perceptions. Finally, comparative case studies of three hospitality organizations are analyzed to identify their social media strategies.
This document discusses trends in social media and best practices for using various social platforms. It provides statistics on social media usage and growth. Key tips include encouraging engagement on Facebook through contests and comments, increasing Twitter followers through hashtags and photos, and using free tools like HootSuite to streamline publishing across multiple networks. Metrics like followers, likes, and shares are important to track the success of social media campaigns.
What I Learned About #SocialMedia Editing Social WorksMichael Stoner
This is a handout for the presentation I did at PRSA's summit for the Counselors to Higher Ed section on 18 April 2013 in Washington, DC. I shared reflections about what I learned about social media in researching and editing the case studies for our book, Social Works.
Social media refers to online platforms that allow users to create and share content with other users or networks. Popular social media sites include Facebook, which launched in 2004 and allows users to connect with friends and share photos and updates, Twitter, which launched in 2006 and allows users to share short messages called tweets, and LinkedIn, which launched in 2003 and focuses on professional networking. These sites facilitate interaction and conversation through features like sharing, messaging, and community building.
Social media Marketing Presentation by vaibhavjainVaibhav Jain
This is a Social media Presentation made by me a few months ago with a few Basics inside the PPT. Hope it Helps you to Grow your business. the Images used here are From Search Engine's and i hereby do not Claim to be the owner of the same. This PPT is in the interest of People and the content is wholly Written by me(@followvaibhav).
Keynote Case Study: Bridging the Functional Gap with Social Media at Harvard Business School
Presented by: Brian Kenny, Chief Marketing and Communications Officer, Harvard Business School
Silos are all too common in large complex organizations and Harvard Business School is no exception. So what can social media do to help knock down those artificial divides? How can tools that are designed to engage customers and provide external visibility improve internal communications and processes? As it turns out – employees are social too and social media has made it fun to connect across the functions. Brian will talk about how HBS has organized around social media platforms like Linked-in, Facebook and Twitter both to engage external audiences and to improve sales and customer service across the enterprise. Brian will also share Harvard Business School cases that demonstrate examples of how major organizations are integrating social throughout the enterprise.
www.bdionline.com
This document discusses social media and its use in marketing. It defines social media as a social instrument of communication on the Internet that allows people to share opinions, experiences and information. Social media has changed how people interact and how businesses operate, bringing new marketing methods. The elements of social media are divided into six categories: content creation, content sharing, networking, joint productions, virtual worlds, and plugins. The advantages of social media include easy communication and networking globally. Disadvantages include the time needed to engage actively and privacy/impression concerns. When using social media for marketing, companies should listen to customers, engage and adapt content, participate in conversations, and continue updates and content sharing.
Social Media Marketing Strategy: Lessons from the Hospitality IndustryAni Nacheva
This document provides a literature review on social media marketing strategies in the hospitality industry. It begins by defining social media and discussing its increasing integration into business strategies. It then explores how social media can benefit businesses by allowing two-way communication and user-generated content. Specifically for hospitality, social media reduces information advantages for intermediaries. The document also examines how social media influences consumer behavior, particularly travel behavior, and identifies factors that affect consumers' social media usage and perceptions. Finally, comparative case studies of three hospitality organizations are analyzed to identify their social media strategies.
This document discusses trends in social media and best practices for using various social platforms. It provides statistics on social media usage and growth. Key tips include encouraging engagement on Facebook through contests and comments, increasing Twitter followers through hashtags and photos, and using free tools like HootSuite to streamline publishing across multiple networks. Metrics like followers, likes, and shares are important to track the success of social media campaigns.
What I Learned About #SocialMedia Editing Social WorksMichael Stoner
This is a handout for the presentation I did at PRSA's summit for the Counselors to Higher Ed section on 18 April 2013 in Washington, DC. I shared reflections about what I learned about social media in researching and editing the case studies for our book, Social Works.
Social media refers to online platforms that allow users to create and share content with other users or networks. Popular social media sites include Facebook, which launched in 2004 and allows users to connect with friends and share photos and updates, Twitter, which launched in 2006 and allows users to share short messages called tweets, and LinkedIn, which launched in 2003 and focuses on professional networking. These sites facilitate interaction and conversation through features like sharing, messaging, and community building.
Social media Marketing Presentation by vaibhavjainVaibhav Jain
This is a Social media Presentation made by me a few months ago with a few Basics inside the PPT. Hope it Helps you to Grow your business. the Images used here are From Search Engine's and i hereby do not Claim to be the owner of the same. This PPT is in the interest of People and the content is wholly Written by me(@followvaibhav).
Keynote Case Study: Bridging the Functional Gap with Social Media at Harvard Business School
Presented by: Brian Kenny, Chief Marketing and Communications Officer, Harvard Business School
Silos are all too common in large complex organizations and Harvard Business School is no exception. So what can social media do to help knock down those artificial divides? How can tools that are designed to engage customers and provide external visibility improve internal communications and processes? As it turns out – employees are social too and social media has made it fun to connect across the functions. Brian will talk about how HBS has organized around social media platforms like Linked-in, Facebook and Twitter both to engage external audiences and to improve sales and customer service across the enterprise. Brian will also share Harvard Business School cases that demonstrate examples of how major organizations are integrating social throughout the enterprise.
www.bdionline.com
This document summarizes trends and best practices in adopting social media, or Web 2.0, technologies in organizations in 2008. Key findings include that employers are increasingly allowing social media use for business purposes, finding benefits like improved branding and communication, and are taking steps to integrate these technologies into their corporate culture. Some organizations create internal communities to foster knowledge sharing and collaboration among employees, while others focus on external-facing communities to engage customers. Best practices for organizations include encouraging participation, managing communities with appropriate oversight, and using wikis more for internal audiences.
The document provides an overview of a seminar on using social media for international trade. The seminar discusses how social media is changing international business and provides examples of useful social media tools for international trade professionals, including LinkedIn, Twitter, and Google Talk. It also covers best practices for using social media, such as maintaining a consistent brand and engaging with customers.
Social media has evolved rapidly and now plays a prominent role in public relations. The document discusses the rise of social media platforms like blogs, wikis, podcasts and social networks and how they have empowered consumers to generate and share content. It recommends that PR professionals leverage social media monitoring, outreach and distribution tools to optimize their strategies and interact directly with audiences. Social media presents both opportunities to reach people in new ways but also risks if not approached carefully.
Recruitment activities and employer branding are transforming since the rise of the new media on the World Wide Web (including Web 2.0, social software, ICT 3.0 and other concepts). These new social media create various opportunities for recruiters and their communications, but there are also big pitfalls which can instantaneously harm the organization’s reputation and impression that was build up so carefully in previous decennia. Online conversations can become the most important information source for the current digital natives. Consequently, an employer brand could be primarily defined by people external to the organization.
As such, before using social media for recruitment objectives, the whole concept of social media has to be understood and the different possible marketing and communication applications for organizations’ recruitment activities have to be evaluated. The goal of this report is to establish a first and general – not comprehensive - overview of social media and implementations for recruitment purposes, aimed at young graduates. In essence, a social media presence of the employer brand on a meta level.
The document discusses how Facebook has become a social phenomenon and cultural force that both challenges traditional brands and organizations, as well as presents new opportunities for brands to engage consumers. It notes Facebook's incredible growth over the past few years and how it has become one of the top websites for user engagement and time spent. The document also outlines how brands are shifting their marketing strategies on Facebook to focus more on earned and owned media through content creation and social interactions with consumers.
1. The webinar discusses social media strategies and tips for the automotive industry, covering industry statistics, news, events, and success stories.
2. Industry news includes Netflix plans for Facebook integration, LinkedIn allowing more targeted advertising, and automotive brands using social media for contests and campaigns.
3. Tips discussed were creating a YouTube upload schedule to build an audience and setting goals for timely social media responses.
WHY HAVE CERTAIN BRANDS FAILED TO FULFIL THEIR POTENTIAL USE OF SOCIAL MEDIA?Nick Robinson
This paper assesses why certain brands have failed to successfully establish themselves within social media, and looks at the best approach for developing a successful social presence. It questions why brands are reluctant to be social and fully dialogical within networks that are based around this principal. The paper proposes that brands adopt a relational approach that differs from that found within CRM and other offline marketing techniques, and instead revolves around an authentic dialogue between brands and other users. The idea that attempting to be fully dialogical is central to brands maximising the effectiveness of social media is explored in detail with the application of Gallaugher and Ransbotham‟s (2010) „Megaphone, Magnet, and Monitor (3-M)‟ framework, whilst suggestions on how to encourage dialogue and build relationships are made and explored through the analysis of case studies. The paper finds that brands should seek to take an engaging approach to social networking in order to maximise results, actively partaking in dialogical communication within the online community and attempting to build sustainable relationships; both are seen to be inherently linked and co-dependent. Further research suggestions are then made, alongside the acknowledgment that the area of online social interaction is constantly evolving.
Importance of Social Media Marketing for Corporate Firms AVEACem Senkal
This document discusses the importance of social media marketing for corporate firms, using Avea as a case study. It begins with an introduction on the evolution of social media and increasing usage of social platforms. It then covers trends in social media marketing from both consumer and corporate perspectives. The document analyzes how Avea uses social media for marketing purposes, comparing its approach to competitors Turkcell and Vodafone. It finds that social media is effective for Avea to increase brand awareness, customer satisfaction and engagement while decreasing advertising costs. Overall, the document shows how understanding social media is crucial for companies to adapt their marketing strategies and benefit from this important new channel.
Welcome to SociView - the #1 social-media-mapping solution.Volume Ltd
SociView is a social media mapping and analytics tool developed by Volume. It automatically maps a company's social media accounts across platforms, categorizes them, provides rankings through SociScores, and offers analytics, benchmarking and customization features to help users optimize their social media presence. SociView helps companies understand their social media landscape, identify influencers, support sales channels, and create governance policies.
From DefenceIQ:
This report explores the use of social media in the defence industry. It is primarily focused on the commercial sector, considering what benefits, if any, social media offers to defence contractors and organisations. Based on a survey of defence professionals, the report also examines the use of social media within a wider context, looking at how the defence media and journalists are utilising social media as a tool to learn more about the industry and engage with suppliers.
This research paper discusses social networking and its applications for instructional technology and distance education programs. It defines social networking and provides a brief history, discussing the growth of popular sites. The paper explores how social networking creates a new model for knowledge management based on user-generated content. It argues that social networking can enhance distance education by leveraging students' familiarity and comfort with digital environments. When designed properly, social networking tools and activities can support collaborative learning in online courses.
Social media and socio analysis - BETADavid Patman
This document discusses how online social media has reduced barriers to participation in group activities and enabled sophisticated collective action outside of formal organizations. However, from a socio-analytic perspective, organizations also fulfill an important function of containing member anxiety. As social media threatens traditional hierarchical organizational structures, it also challenges their ability to defend against anxiety. There may therefore be conscious or unconscious resistance to social media within traditional organizations.
Facebook was founded in 2004 by Mark Zuckerberg and has since grown to over 3 billion users worldwide. It owns other popular platforms like Instagram, WhatsApp, and Oculus VR. Facebook's company culture emphasizes supporting employees' ideas and diversity. It has over 44,000 employees globally and continues expanding its social media business through creativity and innovation.
Facebook was founded in 2004 by Mark Zuckerberg and has since grown to over 3 billion users worldwide. It owns other popular platforms like Instagram, WhatsApp, and Oculus VR. Facebook's company culture emphasizes supporting employees' ideas and diversity. It has over 44,000 employees globally and continues expanding its social media business through creativity and innovation.
The document provides an overview of social media marketing and how it has evolved over time. It discusses how the internet has changed from a static web to an interactive web where users can contribute and connect through social media. It defines social media marketing as building relationships throughout the business cycle and leveraging social networks, online communities, reviews, and word-of-mouth to engage customers and promote products/services. The document also discusses how businesses can develop an online authority presence and leverage social media marketing strategies to build their brand and engage with customers.
Social media has had a significant impact on marketing. It allows companies to interact directly with customers and build brand awareness through platforms like Facebook, Twitter, and LinkedIn. Companies can target specific audiences and drive traffic to their websites through social media advertising and engaging posts. As social media evolves, it is becoming an increasingly important part of marketing strategy, enabling personal connections and conversations at scale. Market research can also be conducted through feedback on social networks.
This document discusses using social media for business. It begins by defining social media as social networking websites and blogs that allow users to interact and communicate. The growth of social media has led many businesses to create online presences on these platforms to connect with customers. The document then discusses how businesses can use social media for advertising, marketing, customer service, and brand management. Specific strategies covered include targeted advertising, peer recommendations, and using customers as brand ambassadors.
Novel model to identify the success factors in marketing by social mediaDr Karunakar Diwakar Jha
This document presents a novel model for identifying success factors in marketing through social media. It begins with an abstract discussing how social media allows companies to understand customer needs and establish relationships. It then discusses developing a model based on security, attractive content, reputation, interaction, and communication. The document provides context on the evolution and types of social media, how different age groups use it, and goals of social media marketing. It compares traditional and social media marketing approaches. Finally, it discusses the four pillars of social media marketing as read, create, share, and discuss content.
Chapter 1 Power Point Comm*3533 Dr. Mirrercalixteb
This document outlines key concepts about social media including: definitions of social media and how it compares to traditional media, the major zones of social media like social communities and social commerce, characteristics of Web 2.0 like user participation, the social media value chain and core activities, how social media marketing utilizes participation, and marketing objectives for social media like branding and promotion. It also includes learning objectives, key terms, examples, figures, tables and a conclusion with cited sources.
Social Media App Development An Ultimate Guide 2024.pdfJPLoft Solutions
This development guide will provide you with the information you require before establishing the social media platform of your choice. It will also help you determine whether creating a social media platform is a feasible business option. Let's get right into the specifics.
This document summarizes trends and best practices in adopting social media, or Web 2.0, technologies in organizations in 2008. Key findings include that employers are increasingly allowing social media use for business purposes, finding benefits like improved branding and communication, and are taking steps to integrate these technologies into their corporate culture. Some organizations create internal communities to foster knowledge sharing and collaboration among employees, while others focus on external-facing communities to engage customers. Best practices for organizations include encouraging participation, managing communities with appropriate oversight, and using wikis more for internal audiences.
The document provides an overview of a seminar on using social media for international trade. The seminar discusses how social media is changing international business and provides examples of useful social media tools for international trade professionals, including LinkedIn, Twitter, and Google Talk. It also covers best practices for using social media, such as maintaining a consistent brand and engaging with customers.
Social media has evolved rapidly and now plays a prominent role in public relations. The document discusses the rise of social media platforms like blogs, wikis, podcasts and social networks and how they have empowered consumers to generate and share content. It recommends that PR professionals leverage social media monitoring, outreach and distribution tools to optimize their strategies and interact directly with audiences. Social media presents both opportunities to reach people in new ways but also risks if not approached carefully.
Recruitment activities and employer branding are transforming since the rise of the new media on the World Wide Web (including Web 2.0, social software, ICT 3.0 and other concepts). These new social media create various opportunities for recruiters and their communications, but there are also big pitfalls which can instantaneously harm the organization’s reputation and impression that was build up so carefully in previous decennia. Online conversations can become the most important information source for the current digital natives. Consequently, an employer brand could be primarily defined by people external to the organization.
As such, before using social media for recruitment objectives, the whole concept of social media has to be understood and the different possible marketing and communication applications for organizations’ recruitment activities have to be evaluated. The goal of this report is to establish a first and general – not comprehensive - overview of social media and implementations for recruitment purposes, aimed at young graduates. In essence, a social media presence of the employer brand on a meta level.
The document discusses how Facebook has become a social phenomenon and cultural force that both challenges traditional brands and organizations, as well as presents new opportunities for brands to engage consumers. It notes Facebook's incredible growth over the past few years and how it has become one of the top websites for user engagement and time spent. The document also outlines how brands are shifting their marketing strategies on Facebook to focus more on earned and owned media through content creation and social interactions with consumers.
1. The webinar discusses social media strategies and tips for the automotive industry, covering industry statistics, news, events, and success stories.
2. Industry news includes Netflix plans for Facebook integration, LinkedIn allowing more targeted advertising, and automotive brands using social media for contests and campaigns.
3. Tips discussed were creating a YouTube upload schedule to build an audience and setting goals for timely social media responses.
WHY HAVE CERTAIN BRANDS FAILED TO FULFIL THEIR POTENTIAL USE OF SOCIAL MEDIA?Nick Robinson
This paper assesses why certain brands have failed to successfully establish themselves within social media, and looks at the best approach for developing a successful social presence. It questions why brands are reluctant to be social and fully dialogical within networks that are based around this principal. The paper proposes that brands adopt a relational approach that differs from that found within CRM and other offline marketing techniques, and instead revolves around an authentic dialogue between brands and other users. The idea that attempting to be fully dialogical is central to brands maximising the effectiveness of social media is explored in detail with the application of Gallaugher and Ransbotham‟s (2010) „Megaphone, Magnet, and Monitor (3-M)‟ framework, whilst suggestions on how to encourage dialogue and build relationships are made and explored through the analysis of case studies. The paper finds that brands should seek to take an engaging approach to social networking in order to maximise results, actively partaking in dialogical communication within the online community and attempting to build sustainable relationships; both are seen to be inherently linked and co-dependent. Further research suggestions are then made, alongside the acknowledgment that the area of online social interaction is constantly evolving.
Importance of Social Media Marketing for Corporate Firms AVEACem Senkal
This document discusses the importance of social media marketing for corporate firms, using Avea as a case study. It begins with an introduction on the evolution of social media and increasing usage of social platforms. It then covers trends in social media marketing from both consumer and corporate perspectives. The document analyzes how Avea uses social media for marketing purposes, comparing its approach to competitors Turkcell and Vodafone. It finds that social media is effective for Avea to increase brand awareness, customer satisfaction and engagement while decreasing advertising costs. Overall, the document shows how understanding social media is crucial for companies to adapt their marketing strategies and benefit from this important new channel.
Welcome to SociView - the #1 social-media-mapping solution.Volume Ltd
SociView is a social media mapping and analytics tool developed by Volume. It automatically maps a company's social media accounts across platforms, categorizes them, provides rankings through SociScores, and offers analytics, benchmarking and customization features to help users optimize their social media presence. SociView helps companies understand their social media landscape, identify influencers, support sales channels, and create governance policies.
From DefenceIQ:
This report explores the use of social media in the defence industry. It is primarily focused on the commercial sector, considering what benefits, if any, social media offers to defence contractors and organisations. Based on a survey of defence professionals, the report also examines the use of social media within a wider context, looking at how the defence media and journalists are utilising social media as a tool to learn more about the industry and engage with suppliers.
This research paper discusses social networking and its applications for instructional technology and distance education programs. It defines social networking and provides a brief history, discussing the growth of popular sites. The paper explores how social networking creates a new model for knowledge management based on user-generated content. It argues that social networking can enhance distance education by leveraging students' familiarity and comfort with digital environments. When designed properly, social networking tools and activities can support collaborative learning in online courses.
Social media and socio analysis - BETADavid Patman
This document discusses how online social media has reduced barriers to participation in group activities and enabled sophisticated collective action outside of formal organizations. However, from a socio-analytic perspective, organizations also fulfill an important function of containing member anxiety. As social media threatens traditional hierarchical organizational structures, it also challenges their ability to defend against anxiety. There may therefore be conscious or unconscious resistance to social media within traditional organizations.
Facebook was founded in 2004 by Mark Zuckerberg and has since grown to over 3 billion users worldwide. It owns other popular platforms like Instagram, WhatsApp, and Oculus VR. Facebook's company culture emphasizes supporting employees' ideas and diversity. It has over 44,000 employees globally and continues expanding its social media business through creativity and innovation.
Facebook was founded in 2004 by Mark Zuckerberg and has since grown to over 3 billion users worldwide. It owns other popular platforms like Instagram, WhatsApp, and Oculus VR. Facebook's company culture emphasizes supporting employees' ideas and diversity. It has over 44,000 employees globally and continues expanding its social media business through creativity and innovation.
The document provides an overview of social media marketing and how it has evolved over time. It discusses how the internet has changed from a static web to an interactive web where users can contribute and connect through social media. It defines social media marketing as building relationships throughout the business cycle and leveraging social networks, online communities, reviews, and word-of-mouth to engage customers and promote products/services. The document also discusses how businesses can develop an online authority presence and leverage social media marketing strategies to build their brand and engage with customers.
Social media has had a significant impact on marketing. It allows companies to interact directly with customers and build brand awareness through platforms like Facebook, Twitter, and LinkedIn. Companies can target specific audiences and drive traffic to their websites through social media advertising and engaging posts. As social media evolves, it is becoming an increasingly important part of marketing strategy, enabling personal connections and conversations at scale. Market research can also be conducted through feedback on social networks.
This document discusses using social media for business. It begins by defining social media as social networking websites and blogs that allow users to interact and communicate. The growth of social media has led many businesses to create online presences on these platforms to connect with customers. The document then discusses how businesses can use social media for advertising, marketing, customer service, and brand management. Specific strategies covered include targeted advertising, peer recommendations, and using customers as brand ambassadors.
Novel model to identify the success factors in marketing by social mediaDr Karunakar Diwakar Jha
This document presents a novel model for identifying success factors in marketing through social media. It begins with an abstract discussing how social media allows companies to understand customer needs and establish relationships. It then discusses developing a model based on security, attractive content, reputation, interaction, and communication. The document provides context on the evolution and types of social media, how different age groups use it, and goals of social media marketing. It compares traditional and social media marketing approaches. Finally, it discusses the four pillars of social media marketing as read, create, share, and discuss content.
Chapter 1 Power Point Comm*3533 Dr. Mirrercalixteb
This document outlines key concepts about social media including: definitions of social media and how it compares to traditional media, the major zones of social media like social communities and social commerce, characteristics of Web 2.0 like user participation, the social media value chain and core activities, how social media marketing utilizes participation, and marketing objectives for social media like branding and promotion. It also includes learning objectives, key terms, examples, figures, tables and a conclusion with cited sources.
Social Media App Development An Ultimate Guide 2024.pdfJPLoft Solutions
This development guide will provide you with the information you require before establishing the social media platform of your choice. It will also help you determine whether creating a social media platform is a feasible business option. Let's get right into the specifics.
Five Tools to Know About When Developing Software for Social NetworksAltoros
Community-driven blogs and social network activities are spreading like wild fire. To remain competitive, both industry leaders and smaller companies are forced to promote within social networks. This white paper will review 5 useful tools and 5 popular social media marketing campaigns.
Avinash Singh Bagri_Design and development of social media strategies in bank...Avinash Singh Bagri
This document is a project report submitted by Avinash Singh Bagri to IDRBT (Institute for Development and Research in Banking Technology) on the topic of "Design and Development of Social Media Strategies for Banking". The report was completed under the guidance of Dr. Shakti Mishra from May 13, 2013 to July 17, 2013. The report discusses the rise of social media and its various tools. It then focuses on how social media can be applied in different areas of banking like marketing, customer service, risk management and more. The report also examines some legal and governance issues around the use of social media in the banking sector.
Social media in 2011 - MD Hub presentationRoss Breadmore
This document provides an overview of social media in 2011, including examples, themes, and practical tips. It discusses the growth of popular social media platforms from 2010 to 2011. It also outlines the 1/9/90 rule for participant engagement on social media and how to identify the best social media platform based on assessing audience, objectives, strategy, and technology. The document encourages applying social media to address business challenges and connecting owned, bought, and earned online spaces.
A Study Of User Preferences And Reasons For Using Popular Social Media Networ...Raquel Pellicier
This study examines user preferences for popular social media sites like Facebook, YouTube, Twitter, LinkedIn and Instagram. It analyzes data from 350 internet users to understand which sites they prefer and why. The findings show that Facebook is the most preferred site, with millennials spending an hour daily on it for social networking. Males use social media more than females. The study provides insights for how businesses can use social media for marketing to different age groups and genders.
Kaplan & Haenlein - Users of the world, unite - the challenges and opportunit...ESCP Exchange
The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term ‘‘Social Media’’ exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.
Social media a new rule of consumer engagementVinod Nagar
The document discusses the rise of social media and its impact on marketing and consumer engagement. It notes that social media allows for constant conversations online and is fundamentally changing how people communicate. It provides statistics on major social platforms like Facebook having over 1 billion users, Twitter having over 175 million tweets per day, and LinkedIn being used by 95% of companies to find employees. It also examines how brands are using different social sites like Facebook, Twitter, and Pinterest in their marketing campaigns to engage with consumers.
Case 18Social Networking and Social ResponsibilityThe Beginn.docxannandleola
Case 18
Social Networking and Social Responsibility
The Beginnings of Social Networking
Early social- networking web sites started in the form of generalized online communities such as The WELL (1985), Theglobe .com (1994), Geocities (1994)
and Tripod .com (1995). The goal of these online communities was bringing people together to interact in virtual “chat rooms” to share personal information and ideas, which served as the start of the “blogging” phenomenon. These sites included Classmates .com (1995), focusing on ties with former peers, and SixDegrees .com (1997), which focused on indirect ties. The sites had the capabilities of creating user profi les; sending messages to users stored on a “friends list”; and searching for other members with similar interests in their profiles. Although some of these features predated these web sites, this was the first time such functions were available in one package.
Between 2002 and 2004, four social networking sites (SNSs) emerged as
the most pop u lar form of these sites in the world: Friendster in 2002 (which
Google tried to acquire in 2003), MySpace and LinkedIn a year later, and fi nally,
Bebo. By 2005, MySpace had emerged as the largest such site and was reportedly
getting more page views than Google. Facebook emerged in 2004 and grew
exponentially. In 2005, Facebook opened to the non- U.S. college community and
created externally developed applications that enabled graphing of a user’s own
social network and the capability of linking social networks and networking.
A Growing Global Trend
Social networking continues to be one of the fastest- growing global trends. According to Pew Research Center’s Internet and American Life Project, “the number of those using social networking sites has nearly doubled since 2008 and
the population of SNS users has gotten older.” Fifty- nine percent of Internet users
claim to use at least one SNS— 92% of SNS users use Facebook, 29% use
MySpace, 18% use LinkedIn, and 13% use Twitter. Most people in the world
today have either heard of or actively use Facebook, Twitter, MySpace, LinkedIn,
or one of the many other SNSs available to the public. Common uses for social
networking include: staying connected with fellow users, following world news
and gossip, and sharing opinions and life experiences. SNSs, however, are being
used for commercial purposes often unknown to the user.
Social Networking in the Corporate World
Businesses gravitated toward social networking as an innovative marketing
strategy around March 2005 when Yahoo launched Yahoo! 360°. Various SNSs
have since sprung up catering to different languages and countries. It is estimated
that there are now over 200 SNSs using these existing and emerging social networking technologies. This number does not include the niche social networks
made possible by ser vices such as Ning. Twitter, launched in 2006, has eclipsed many other social network ser vices, even though it lacks some features that were consi.
The document discusses how social media content from Twitter can be used to predict real-world outcomes. Specifically, it examines using tweets about movies to forecast box office revenues. The study shows that a simple model based on the rate tweets are created about movies can outperform market-based predictors for forecasting revenues. Sentiment analysis of tweets is also explored as a way to further improve predictions, especially after movies are released.
Article defines social media for the B2C real estate sector and identifies effective social media tools that can be used to communicate effectively to create awareness and generate leads
The document provides an introduction to using social media for recruitment purposes. It begins with background on the rise of social media and how this has transformed recruitment communications. The document then defines social media from a user perspective, emphasizing participation and social interactions. It explores the characteristics of social media, their significance in terms of size and impact. Finally, it outlines common forms of social media and how organizations can establish an online presence and leverage different social media platforms for recruitment applications. The overall goal is to provide a first overview of using social media to build an effective online employer brand.
Evolution of Digital Marketing part 1.pdfDigiBadger
The document provides an overview of the evolution of digital marketing from early websites and email marketing to today's landscape dominated by social media. It discusses how [1] the first websites served as basic online brochures while email emerged as a new marketing channel, [2] banner ads revolutionized online advertising, and [3] social media platforms like Facebook and Instagram transformed how businesses engage with customers. The document traces the progression of digital marketing and how strategies have adapted to technological changes.
2020 Social Workshop on Social Media Strategy for CXOs2020 Social
The document outlines an agenda for a 2020 Social Workshop on social media strategy for CXOs. The workshop consists of 4 sessions: Introduction, Strategy, Tactics, and Wrap-Up. Session 1 provides an introduction to social technologies and how they are changing people and society. It discusses various social platforms and how to understand them. Session 2 focuses on social media strategy, including how marketing is evolving from a TV-centric model to a community-driven approach. Key concepts around building online communities and scaling passion are also presented.
Marketing and Communication in the Social Media EraAntonio Ragusa
This presentation by Antonio Ragusa addresses the following questions:
What are social media?
How do they affect marketing and communication?
Why are they important and what benefits can they bring to organizations and individuals?
How should they be used for marketing and communication purposes?
This presentation will give a brief overview of social and digital media and how it has become a major part of our lives, businesses and ecosystem.
It is important to understand how it affects our daily lives, and also how media and the way we communicate has changed (and still is changing) drastically.
Which platforms to launch social media presencesDeAnna .docxharold7fisher61282
Which platforms to launch social media presences?
DeAnna Ray
CTU
Unit: Crafting the Message
1
introduction
Social media has completely made marketing work both competitive and easier. It has given the entrepreneur an opportunity to directly engage with their clients something that makes them internalize the product’s brand. Whether the media an entrepreneur chooses in marketing and advertising of the products will work well, depends on the persuasiveness of the language used in advertisement message, the following of the media in terms of audience and the group of people using the media used (Brofyonski, 2012)..
Social media
Social media is the use of the electronic gadgets in exchanging information and ideas through interaction and building of computer-generated networks or communities.
Also social media is described in form of design, in which it is referred to as internet based media that allows electronic communication of personal information and ideas for example photos, videos, through texts, recording, both video and audio calls (Brofyonski, 2012).
Originally, social media was a friendship tool but it has evolved to be a very useful tool in business field due to its high audience power.
Platforms and outlets in social media
Facebook is an American based social platform which controls the huge population in the world with an estimated following of more than 2 billions people.
Instagram is asocial networking sister company of Facebook used in sharing pictures and videos.
Twitter is an American social media that is used by many people for sharing the news and engage with each other through texts commonly known as tweets.
YouTube is a video sharing media based in America and which is run by Google company
Types of messaging and content that are most common in social media programs
Content which stimulates emotions for example making the message to be humor and this helps especially in advertisement because it makes people to remember the brand of the product (Scott, nd).
Inspirational messaging which gives encouragements to the people reading it.
The content that meet the audience on intellectual level
Visual content for example graphs, info graphs, GIFs and such
Live-streaming videos especially in YouTube and instagram.
Most effective platforms
Facebook
This platform is effective because of its large number of active users who make it more interactive.
Facebook is used by all groups of people without age limit therefore making it effective in business advertisement.
Also this platform has an option of sponsoring ads in which the pricing will depend on the number of people the user wants to reach.
Facebook does not consume a lot of internet bundles as compared to other platforms and therefore it is not expensive Werner, Hulme & Camden, 2008) (2008). .
f
Twitter
Twitter, is the only platform that has made it easy to easily reach those people who are more influencing in this world (Zimmerman & Ng, nd). .
E-comm.
Similar to Social media its use by companies as marketing tools (20)
Which platforms to launch social media presencesDeAnna .docx
Social media its use by companies as marketing tools
1. EXECUTIVE MBA IN
BUSINESS MANAGEMENT
COMPLETION COURSE WORK
Social Media: Its use by companies as
marketing tools
FLÁVIO FERREIRA DA FONTE
Rio de Janeiro, 09 June 2010.
2. FLÁVIO FERREIRA DA FONTE
Social Media: Its use by companies as marketing tools
Final Paper submitted to the MBA course in
__________________ at Ibmec Business School as part of
requirements for care of Resolution No. 1 of the National
Council of Education, April 3, 2001.
Orient: Prof. _________________
Aproved em ___/___/______
Rio de Janeiro (RJ)
June / 2010
(*) The original version was written in Portuguese.
3. SUMARY
In the last decade, the development achieved by the technologies of information
transmission over networks that use broadband, 3G, and other media, coupled with the
success of the web, has enabled the development of a series of Internet-based applications,
called Social Media.
The Social Media are media designed to be disseminated through social
interactions, using the Internet and web-based technologies to transform dialogues from
one to many, typical of broadcast messages, in dialogues of many to many. They support
the democratization of knowledge and information, transforming people from content
consumers into content producers. The term "Social Media" was first used after the
creation of Linkedin (1). As examples of social media platforms we have in addition to
LinkedIn, Facebook (2), a Plaxo (3), Orkut (4), Twitter (5), and many others that are
emerging every day.
Due to growth, deep penetration and importance of these kind of media, companies
are creating strategies and specialized groups in order to use them effectively, not only
tracking what is disclosed about the company, but also generating content for their target
audience.
This work is the result of the research done on various websites and books, and
aims to detail the main social media today, his employment by large corporations as a
solution strategy and tools, as well as the risks of such use, describing cases of success and
benefits that can be achieved with the planned utilization.
iii
4. INDEX
SUMARY ........................................................................................................................................III
PICTURES LIST ............................................................................................................................. 5
1. INTRODUCTION TO SOCIAL MEDIA............................................................................... 6
2. MAIN SOCIAL MEDIA AND THEIR USE BY COMPANIES .......................................... 9
3. STRATEGIES FOR SOCIAL MEDIA UTILIZATION AT COMPANIES..................... 20
4. CASES OF SUCCESS S AND BENEFITS .......................................................................... 26
5. RISKS INHERENT TO THE USE OF SOCIAL MEDIA.................................................. 29
6. CONCLUSIONS ..................................................................................................................... 31
REFERENCES............................................................................................................................... 33
iv
5. PICTURES LIST
Figure 2.1 – Profile of social media utilization at companies……...............................9
Figure 2.2 – Businesses Functions most optimized by social media utilization …...10
Figure 2.3 – Social Media utilization by Marketing Areas …...................................11
Figure 2.4 – Twitter utilization by companies..............................................................15
Figure 2.5 – “Share of Voice” – Tennis US Market…….............................................22
6. 1. INTRODUCTION TO SOCIAL MEDIA
According to Philip Kotler (6), traditional media are the channels of communication
between businesses and their target buyers. Examples of these media have newspapers,
magazines, television, radio, mail, billboards, among others, working with the concept of
"broadcast" messages, which are messages sent from a single point, designed to reach large
audiences. Another characteristic of the broadcast messages is that travel in one direction,
from the company to the customer. By using traditional media, there is usually a need to
hire advertising agencies specialized, producing campaigns, promotional pieces, etc. and
assist in hiring and monitoring of information vehicles that will deliver the messages of
companies.
The term Social Media is used to describe the type of media that is based on
conversations and interactions between companies and people online, that is using existing
resources on the Internet. The Social Media are different in relation to traditional media,
since every company or person may, using technologies and tools available on the Internet,
share ideas, products, content, thoughts and relationships. Thus, companies can reach their
audiences, with a much higher degree of interactivity, since the content posted on a social
media can be seen in a few seconds for thousands of people and generate a return in the
next second and criticisms, positive or not, thus allowing companies to better understand
the needs and behavior of their customers.
The social media are based on conversations between people around something of
mutual interest. When talking among themselves, people increase their knowledge about
products or services, may consider products or services recommended by others and being
influenced in their purchasing decisions. This is a feature different from traditional media,
6
7. which focus on the very question of knowledge of product or service by customers and
outlets, but can not interact with client groups and their views.
These media must coexist with and complement the efforts and marketing channels
in the companies. May take the form of texts, videos, photos, communities. Examples of
Social Media:
• Social Networks - Facebook, Orkut, LinkedIn, Plaxo and MySpace (7) are
examples of social networks, where people and businesses create their profiles, pages,
communities, become fans, share information and interact.
• Blogs - contents and themes of the most diverse in format text, images and videos,
updated according to information availability and needs of authors who have provided
personal opinions even enterprise content. One of the most popular tools for creating blogs
is Google's Blogger (8).
• Microblogs - publication of information with different model of followers and
publishers, where there is limited number of characters used in each publication or "post".
This model to make a "post" the followers get the message. The most important are Twitter
and Yammer (9).
• Share Videos and Photos - Sites like Youtube (10) Flickr (11) and Vimeo (12)
simplify the process of sharing and commenting on videos and photos.
• Share documents and presentations - Slideshare, scribd
• Wikis - Web sites such as Wikipedia (13), PBWorks (14) and Wetpaint, (15) which can
be created, edited and updated information related to various topics
7
8. • Social Tagging Sites - Sites like Digg (16) Delicious (17) allow users suggest and
vote on content that is interesting.
To get an idea of the importance of these social media are growing day by day
people, we highlight some results of various surveys conducted in the USA:
• 11% of the total time spent online in 2009 was used in social networks.
• Twitter processed over one billion messages in 2009
• In December 2009, more than 25% of Internet page views were made on social
networks such as Facebook.
• The social network Facebook has reached the milestone of 400,000 users
With the increasing use of social media that occurred in the last two years,
companies began to consider them in their daily lives and increasingly seek opportunities
to use them to their advantage and their customers.
8
9. 2. MAIN SOCIAL MEDIA AND THEIR USE BY COMPANIES
Facebook, Twitter, YouTube, LinkedIn and Blogs have been the tools of social media
most used by companies around the world. A survey by U.S. consultancy Biz (18), entitled
"Changes in Social Media Applications", published on the site SocialMediaToday (19)
revealed the following profile of use of social media in business.
Figure 2.1 – Profile of social media utilization at companies.
That research found that social media are being used by companies in marketing,
public relations, sales support, and in collaborative work, being more used to strengthen
the brand image, information sharing and public relations.
9
10. Figure 2.2 – Businesses Functions most optimized by social media utilization
0 10 20 30 40 50 60 70 80
Brand Image 71,8
Information Share 70,5
Public Relations 65,8
Understand Customers 56,6
Generate Leads 54,9
Colaborative Work 38,4
Internal Communications 32,1
Sales Support 25,8
The areas of Marketing from many companies are learning that by using these new
types of media customers expect a different behavior of the company, with appropriate
messages to the medium, content, size, authenticity in communications and not to use for
sending unwanted advertisements or communications such as occurred with the e-mails.
Specifically in the area of marketing firms, the same survey found that social media has
been more used to promote the brand, monitor trends and provide interactivity with
customers.
10
11. Figure 2.3 – Social Media utilization by Marketing Areas
0 10 20 30 40 50 60
Promote the companies 56
Monitor customers trends 53,1
Promote interactivity with customers
51,5
com os clientes
Research new ideias for products 34,1
Initiate groups for customers 30,1
Advertise at Social Media 26,1
Promote interactive content 19,2
Use online focus groups 18,8
Regarding the use of social media from the perspective of the stages of purchasing a
product or service, pre-order they can help increase the "awareness", which is the
knowledge of the product by potential customers or clients. At the stage of purchase may
point to where it will be done through the purchase and post-purchase as a means of
communication with the client directing the use of products and services and technical
support.
The companies envision that with the use of these media can increase the level of
customer satisfaction by offering services and experiences that create a perception of
greater value to the customer. In this case requires a synergy between the business areas
(marketing, operations, finance, etc.), so that programs initiated in these media are
supported throughout the company. There are classic cases that show that not only have an
excellent marketing area and can not deliver what was promised or what the customer
expects.
11
12. One of the most impactful social media of today is that Facebook started as a restricted
site for students and was intended primarily to communication between these communities.
When it was opened to the public in September 2006, just two months peaked at 14
million visitors per month. Today there are 100 million people online on Facebook every
day. On this site the user creates an account with your profile and calls to other members
who become his friends ("Friend Request"). Once granted this permission, the user will
now be updated with the actions, texts, videos, links, photos and other content posted by
their friends.
Facebook as a marketing tool can be used to distribute information and ideas to the
network of people who are interested in you, your company, its products or its services,
communication between friends and groups, and applications. It is a very good tool for
engaging people who like the company's brand and want to share their opinions and
participate in campaigns, promotions, contests, thus assisting in the exposure of the brand.
Companies can create their profiles and Facebook pages, and allow people and customers
that are also registered on Facebook is their Fans. Fans then start to receive information on
promotions, events and other information that is relevant.
A Brazilian company that has used this feature "Fan Pages" of Facebook is an
effective manner is Blue Airlines, which uses this feature to offer deals on airline tickets
should be purchased on its Web site. As a way of controlling these pages, Facebook sends
a weekly basis to the owners of these pages with a report of the accesses made.
12
13. The big rock bands like Coldplay, U2, Keane, The Killers, and others, which also are
managed as businesses use Facebook as a platform to expose their actions, tours, concerts,
programs and other events to your audience and direct traffic and hits to their sites.
Facebook is also possible to create groups that bring people together around a common
goal or interest. In the book "The New Rules of Marketing & PR (20), David Scott, we
have the example of the 1st Annual Conference Tattoos of Singapore, which aimed to
gather initial 5000 people and 120 artists from around the world. This conference was first
launched on Facebook with the creation of a group called "Tattoo Artistry," three months
before the event itself. The conference came to be promoted to this group, which quickly
reached 3,000 members, a fact that was very important to reach 15,000 visitors at the
event, ie three times the initially estimated. The groups are also very good for new product
launches or new versions of existing products.
The difference of using Facebook groups for another type of communication such as e-
mail merge, is that if these groups are not invade or disrupt the way unwanted users and are
only accessed by people who are interested.
Another feature of Facebook is used by the companies paid for clicks on the ads ("cost-
per-click"). In this case, each time a user clicks an ad revenue is generated for the site.
These ads typically appear on the right side of the page and are used by companies to
target a larger number of users to their pages.
Another tool that has revolutionized the social media market, which grew most in 2009
was Twitter. This uses a publishing model of information in messages, with up to 140
characters, which are sent to those who wish to receive them, which are called followers.
13
14. The "Tweets" or "Feeds" as they are called the publicaçõess should be concise and can
be made from a browser (Internet Explorer, Firefox, Google Chrome, etc), a mobile
platform (mobile or smartphone) or a messaging service.
At first many thought that Twitter would be pointless for business, but a few
companies were considering their possible applications and therefore more effectively
using this tool. Each area of marketing and public relations firms should understand
Twitter and how people use this service.
A feature of Twitter is Retwitt, what happens when a user finds an interesting Tweet
another user and forwards it to your network of followers, thus making the Retwitt .. The
Retwitt is an indication that a particular user group is interested in a subject and for this
reason should be studied and measured by the companies.
The Twittter still allows its users and companies have their pages, which are important
points for managing a brand.
Twitter has a number of features smaller than Facebook, but should be considered by
companies in putting together their plan to use social media.
The VodafoneUK (21) is an example of a company that makes advanced use of
Twitter.
Using this tool Vodafone customers can interact with the customer service and
information sent by the company related to the maintenance of its lines, the existing price
plans, special offers, etc..
14
15. Companies are increasingly specializing in using this tool to share news, show your
face to the customer directly contact the customer, get customer feedback on products,
services, events, marketing activities in general, promote products or services finally a
change in the way of communicating with the public and can react and adjust their actions
and strategies as you getting feedback and measuring the success of their actions.
The chart below shows the profile of using Twitter, published in research conducted by
the company Biz, available SocialMediaToday site.
Figura 2.4 – Twitter utilization by companies
Twitter @ companies
Share news 71,9
Show face to customers 63,7
Contact customers 55,1
Obtain feedback from customers 48,6
Offer products to sell 20
Organize meetings 15,3
Mantain contact between managers 5,8
0 10 20 30 40 50 60 70 80
Another social media tool is also widely used Youtube. The Youtube is a video on
demand service on the Internet, which have been discovered and used increasingly by
companies, musical groups, etc.
The Youtube has become a success from the use of fast communication networks,
which allow an experience of viewing video on an ongoing basis and with greater quality,
no more suffering disruptions due to slow internet connections.
15
16. The development of technologies for encoding digital video also helped to obtain a
higher level of visual quality and audio, making the user experience more interesting.
For enterprises, they can create a kind of "channel" on YouTube and its videos available
through this channel. A channel on YouTube is an excellent option for humanizing a brand
from depositions of its employees, showing everyone what real people working in the
company. It's also good to share the company's shares more transparent, be they related to
the environment, the communities in which companies operate or the market in general.
An example of a Brazilian company that already uses this feature is Petrobras (22).
Petrobras has its own channel on Youtube (23) in which videos are available on the history
of the company and its employees, the technologies we use and assists in development,
social action and citizenship that develops, finally is a new form of communicate with your
audience, keeping it informed about its activities in the market with greater transparency to
the market.
With the success of Youtube, many companies found that content available on demand
to its employees, and customers can be a way to keep them informed and trained, without
bearing the costs of travel, lodging, etc., related to classroom training . Thus we can expect
over the next few years the emergence of a large number of video projects on demand for
large companies.
The next social media tool that is the highlight LinkedIn. On LinkedIn users open an
account, register your profile as a curriculum, describes the companies they worked,
experience, specialties, interests, awards, etc.. The user invites others to join his
professional network and can create and join groups with specific interests.
16
17. On LinkedIn companies can publish their job openings they have open, site users can
canditado for these vacancies and so participate in selection processes. Both companies, as
human resource consultants using LinkedIn to search for and hire professionals according
to their needs. With LinkedIn boundaries for recruiting were broken. For example, the
Dubai company can hire professionals from Brazil, USA, Russia, China or wherever the
professional profile with the most appropriate.
The groups of LinkedIn are also places for publishing product information, informative
articles on general discussions and job offers.
Other examples of social media Blogs. Blogs are now tools that allow organizations to
put their ideas and actions for the market. Usually, readers of blogs such as face authentic
sources of information shared by reputable sources. The blogs should have regular
publications of content and attractive, so that readers are interested in returning to the blog.
Blogs are written using specific software that delivers content at the URL of the blog,
in order from most recent to oldest .. Publications, also called "posts" can have categories
and identifiers, thereby making it easier to find content on search engines. In blogs it is
also possible that readers put their comments on the materials, which usually pass before
being vetted by a moderator.
In the context of Marketing and Public Relations blogs can be used in four different
ways:
- Easily track what people are talking about your company's market that sells or serves
on its products
17
18. - To participate in these talks, putting comments to existing blogs
- Work with other bloggers so they write about your industry, company or products
- Start conversations, creating their own content and writing your own blog
Some companies have well-defined governance rules that specify how your employees
can write about the company or not on their own blogs, if you can comment on blogs of
other people and businesses, what type of content can be posted, and finally a set of rules
to protect them.
Another important point to remember is that organizations are using social media need
to measure efficiency and effectiveness of their communications. To perform these
measurements can be used the following metrics in each social media:
• Twitter - number of retwits that characterize engagement, number of followers
(followers) that indicate the impact and popularity.
• Blogs - number of incoming links that are external links pointing to the company's blog,
which indicate the relevance of the blog, number of comments that indicate a rebound.
• Youtube - number of views that indicate impact, number of comments indicate rebound.
• Facebook - Number of Fans show popularity and relevance; comments on fan pages
indicate rebound.
There are tools like HootSuite (24) and Radian 6 (25) that allow you to monitor and
track all publications that involve your company on Twitter, Facebook, LinkedIn or other
social media. Using the tool HootSuite can make several searches on Twitter and get
information that can help since the closure of the business to get a new job. Many
18
19. companies use the services of specialized agencies to monitor what is being said about
them on these social media.
Another tool that also monitors the use of Twitter is TweetMeter (26), developed by E-
LIFE (27). The TweetMeter allows, for example, find out who the tuiteiros (neologism for
those who publish tweets) more influential, what they say and the impact of their messages
- how many "retuítes" reach. In the case of a tweet that mentions a specific company, the
tool tracks if the comments are positive or negative about the brand and time you are done.
19
20. 3. STRATEGIES FOR SOCIAL MEDIA UTILIZATION AT COMPANIES
A survey by Nielsen BuzzMetrics (29) found that "Over 25 percent of the results of
searches conducted on Google to the top 20 global brands are links to user-generated
content.
This is bad news for brand managers, who still believe they are the center of
everything and control everything about a particular brand. Customers, happy or not, are
currently the biggest generators of content for brands. Another fact found in this research is
that customers are more likely to believe that other customers talk about their websites.
The explosion of social media makes planning your company's use, creating a strategy to
use is the first step to be taken by the company before any initiative to use unplanned. With
the mounting of a strategy, the company can decide which social media should start using
and where it should focus its efforts, thus avoiding the waste of resources.
There are several consulting firms specializing in social media, such as Expansion (30),
iStrategyLabs (31), etc., who already have experience using, good practices and lessons
learned in the field who can bring great value in assembling and tracking of a strategy to
use for the company.
If the company has a marketing plan, before mounting a strategy of social media is
necessary to revisit this marketing plan to understand the enterprise environment, goals,
strengths, weaknesses, opportunities, etc., so that the new plan does not get disconnected
from reality and company objectives.
During assembly of the strategy for use of social media may emerge that will guide
important information or update the definitions and actions related to strategic marketing 4
20
21. Ps, which are the Research, partitioning (segmentation), the positioning and prioritization,
which are normally defined in terms of marketing .
An important question that David Scott puts in his book "The New Rules of
Marketing and PR" (20), is the need to better understand the company's various target
audiences, build a detailed profile of each group found, to understand what products or
services are best suited to these groups and then prioritize actions. This is a technique that
has long since been assisting the areas of marketing companies and can also be used in
planning the use of social media.
Below I list a collection of steps that may help in assembling this strategy by firms,
that i’ve gathered in my research:
1 – Listen to what they talk about their company
It is important for the company to raise what they are talking about it, who is speaking,
whether positive or negative, where the talks are being held, which speak in online
communities, which competitors say the company, which content interests more to your
audience, what are the most influential blogs and communities, what are the opportunities
and threats.
2 – Understand the percentage of entries made to a product, brand, organization or any
company
The concept of "Share of Voice" is defined as the number of entries is made about your
brand, company, organization or product in a niche or a market where it is inserted.
Knowing the current position is important to understand where we want to reach.
The graph below illustrates a comparison of "Share of Voice" between tennis score
performed by the company iStrategyLabs.
21
22. Figure 2.5 – “Share of Voice” – US Market
3 – Setting Goals
From what is being said and monitored by the company in various social media can set
goals to be achieved with the use of social media.
Some common goals can be: to improve the reputation of the brand, increase brand
awareness, increase market share, increase sales, build leadership, etc..
4 – Identify and monitor blogs and on line e communities
Blogs have been shown great importance in disseminating information and for this
reason should be monitored. Must be found the most influential and relevant to business
and industry. These blogs should then be monitored, as well as the online communities
existing in sites such as Facebook, Twitter, etc.
5 – Identify potential influencers
The concept of influence in social media is related to confidence and accuracy that
certain persons or transmit to other companies. The company should seek to work with
bloggers who are influential and convey this assurance to your audience. The
22
23. recommendation of a product by an influencer can change drastically the behavior of
buyers.
The influence can be measured by site traffic, unique visitors, links on your company
or product placed on websites and blogs, reader engagement, time on site,
recommendations, retweets, marking sites, links to social networking sites, posts in blogs,
comments on websites, etc.
6 – Develop a content strategy
The availability of content that interests the public is one factor that causes the greatest
return to a site. Success with social media depends on the quality of content. To achieve
the commitment of people is necessary to have good content.
The language used should be directed to the public, easy to understand, avoiding jargon
that can not be understood. By monitoring sites like Twitter and Facebook issues may arise
or recommendations that can be made for directing content posted on the company
website. Create a content strategy, with updates and issues of interest to the public is
essential to obtain good results.
7 – Choose the right tools
After performing the analysis mentioned above and define the content, the next step is
to choose the tools. Typically companies start with blogs, then video channels on
YouTube, in Twiter information, etc.. But if most of the talks about the company and its
products happens on Twitter, you will need a customized page on this site. These are just
examples, which should be tailored to each company and product.
23
24. 8 – Create a policy for use of social media
Create a code of best practices and establish criteria for use of social media are
important measures to which they are used correctly, preventing the misuse of media
members from distorting the company's image, customer dissatisfaction, or other related
problems.
9 – Create a team of experienced and specialized in social media
A team of motivated people and with practical experience in social media is an
important step to success in using these media.
10 – Create and deliver content
Since it was set up a content strategy, the next step is to produce and deliver. Often
Facebook and Twitter are not enough. In this case it is necessary to create a company blog,
an interactive web site with interesting articles, pictures, videos, etc.. Should normally be
placed good articles related to products and services company. The availability of
interesting articles usually generate links to other sites and blogs that drive to the site of
your company or your blog.
11 – Participate and facilitate conversations with their audiences
The social media are different compared to other channels, since they allow post
content and create conversations with their audiences. The public not only watch the
content as a TV, but also puts their opinions and issues proactively. One example cited in
numerous books and articles is for Microsoft. Not long ago, despite the modernity and
development associated with it, your audience does not see it as a company with which it
was possible to dialogue. Only after hiring Robert Scoble (scobleizer.com) is that
developers and users began to see it as a company engaged with social media. The social
media are also important for people to speak well of their products, making positive
24
25. reviews, so that others may be positively influenced. Websites and blogs should have
buttons that allow the articles to share via Facebook, Twitter, RSS, send it to friends,
comment, etc, thus facilitating the talks and the transfer of positive information.
12 – Measure results
It is very important that the use of social media is constantly measured, allowing
corrections to be made every time its use is not bringing the desired results. With the recent
crisis of 2009, companies are more responsive to their budgets, controlling your costs
further and returns from, so it is not possible to conduct these types of media without
generating positive results. Measurements should be based on the initial strategy,
correlating with business objectives.
It is noteworthy that this compilation is not definitive and may not apply to all cases
extensively, but we know that well-planned developments are more likely to succeed.
25
26. 4. CASES OF SUCCESS S AND BENEFITS
Use of Social Media in a planned manner, always monitoring what is being said in
social networks, today has become an important way to maintain a positive brand image of
the company before the general public and its customers.
The computer company Dell Computers (32) reduced to half the negative comments
about your brand through actions on social media. Since 2007 the division of England from
Dell (33) organized a group of senior officers to talk to consumers in blogs and forums.
This resulted in a 50% decrease in the number of negative citations.
Another case of successful use of social media, using Twitter, was the U.S. division of
Dell Computers. Dell has generated millions of dollars in revenue when he started to sell
refurbished items at discount prices from messages posted on Twitter at www.twitter.com /
DellOutlet. The posts placed on Twitter directed customers to their site and ended up not
only increasing sales of refurbished, but also increased sales of products from the first row.
Dell, All over the world, receives more than 4000 mentions daily on the internet. The
company encourages those mentions through an active stance on several social media. This
includes personal and corporate accounts on Twitter and a community blog called
Direct2Dell(34).
Dell also runs Ideastorm forum that allows consumers to suggest ideas on how to
improve business and products. The community votes on the ideas of consumers each
month Dell tries to put into practice the 40 best in your business. As a result the company
has implemented until now 400 ideas for consumers.
26
27. These two success stories that reflect different divisions of a global company can have
their programs specific to their needs and audiences, but can also rely on global programs.
An example of a successful blog is the blog of Petrobras Facts and Figures (35) who
was chosen by the International Association of Business Communicators - IABC to receive
the 2010 Gold Quill Awards, the category "Excellence", the largest awarded in prizes. The
blog Petrobras competed in Division "Communication Management" category "Social
Media" under the title: Blog Facts & Data: shifting the paradigm source-press relationship.
In the United States, President Barack Obama and his press secretary Robert Gibbs
also maintain profiles on the microblog Tweeter. In April 2010, the profile of Obama (l @
barackobama) already accounted for 731 000 and follow 3.6 million followers. Besides
Twitter, the Obama campaign and the government have Facebook profiles and pages of
Fans, who helped enough to elect Obama.
Another case of successful use of social media comes from the Ford Motor Company
(28). She was in Europe an integrated campaign called "Fiesta Movement, built for the
launch of its new global car with the same name. Ford gave the 100 participants in this
social network Fiesta Movement for a vehicle driving for six months. These participants
report their experiences in social media sites. Thus much content being created and Ford
gets so much attention and attraction to your new vehicle, which should result in increased
sales.
Aiming to prove the benefits that the correct use of Facebook can bring to companies,
Nielsen (29) and Facebook held in April 2010, a survey (39) with more than 800,000
Facebook users in response to 125 campaigns for 70 brands this site and found promising
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28. results. This research focused on three types of ads and campaigns on Facebook where the
public can:
1. Become a "Fan" of a brand from an ad;
2. Become a "Fan" of a brand from an ad and spontaneously recommend this brand,
just below the ad;
3. People recommend a brand, they become "Fans" and the text of the
recommendation appears on page "News Feeds".
As results, the Nielsen found, compared with control groups, the following standard
types of ads above:
• For the first item in the survey, the memory of an advertisement, brand awareness
and purchase intent were increased by 10%, 4% and 2% respectively.
• For the second item of the survey, the memory of an advertisement, brand awareness
and purchase intent were increased by 16%, 8% and 8% respectively
• For the third item from the survey, the memory of an advertisement, brand awareness
and purchase intent were increased by 30%, 13% and 8% respectively
In conclusion, recommendations from friends or partners are more effective than other
forms of advertisements on the media, according to research that shows the tangible
benefits achieved by companies in using Facebook. Nielsen also raises an important
concept that is "Media Wins" or "Earned Media" in which people speak positively of your
brand, company or product without requiring financial outlays by the company and
influence the decisions of others.
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29. 5. RISKS INHERENT TO THE USE OF SOCIAL MEDIA
A recent case of a company that has experienced problems in the use of social media is
that of Nestle (36) Facebook. Nestle has a page on Facebook where Fans provides
information about their products, recipes, articles relating to food and cooking in general.
Recently, Nestle has been accused of using suppliers on this page that caused deforestation
and felling of forests in South Asia to plantations that produce palm oil, and this accusation
led to protests from some people on the page and on various sites on the Internet.
In this case Nestle said on Facebook and on their website, but people thought the tone
of the response was rude and authoritarian, while the best would be more polite, apologize
and tell what was right and what was being done to correct possible problems.
Another company that had problems with the use of social media was VodafoneUK
that a poorly worded response to a question in the service of online conversations and
some grammatical errors, was considered offensive by customers and generated a series of
tweets problematic for the company .
In these cases the attack, the qualifications of staff and relationships with customers
who do make a difference in response time of the attack. People using social media,
Twitter, Facebook, or any other, should be prepared for these situations and the actions to
be taken should be discussed with the team responsible. The staff must have experience in
using these media, be trained and follow a policy and processes that facilitate the
management of crisis situations
In the case of Vodafone, the rapid, transparent and accurate the company was crucial
to address quickly what was happening. The important thing in this case was that the reply
was the same media.
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30. A case in Brazil messaging ordnance against a brand was the Ovomaltine (37), after
which no longer manufacture the kind Swiss chocolate, received mixed reviews. Was
necessary in this case that the area of marketing to get in touch quickly with customers and
communities to clarify that only one product and not the entire product line was being
discontinued.
Currently social coordinated attacks are a major concern of firms for social media. Fan
the pages of Facebook can be an easy target for groups who want to tarnish the image of
your company. Fan Pages are an option for opponents of the company to put their views.
Another possible danger is the locking feature on the pages of Facebook. We reported a
case series, including a website SocialMediaToday, (38) that had some features of their
pages blocked by the administration of Facebook, without any return to clarify the reason.
Relying exclusively on one of these social networks may not be the best strategy.
Companies can use these third-party tools, but should build and use their own, thus
avoiding a dangerous dependence and the risk of a blackout in the media.
For these reasons have a strategy, develop an action plan, a usage policy, a budget and
a reasoned plan responses to crises are necessary actions for companies that are embracing
social media to succeed and reduce the risks involved.
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31. 6. CONCLUSIONS
Podemos dizer que as mídias sociais são novas ferramentas de marketing, que vão
conviver e se integrar cada vez mais com as ferramentas e mídias tradicionais utilizadas há
muito pelas empresas. Seu poder está na capacidade de interagir com os diversos públicos,
sem causar interrupções e permitir que o seu público se comunique com a sua empresa.
As empresas que adotarem de forma planejada o uso destas mídias poderão obter cada
vez mais informações importantes sobre comportamento dos clientes, necessidades de
produtos ou serviços e tomar as medidas de forma mais rápida possível para atender estas
necessidades dos seus públicos e buscar maior receita.
As mídias sociais também estão auxiliando a direcionar não somente o tráfego para os
sites web das empresas, como também direcionar audiência para TVs, filmes, e outras
formas de entretenimento.
Entender, utilizar e integrar as mídias sociais em seu dia a dia passa a ser um novo
desafio para as empresas e suas respectivas áreas de marketing.
We can say that social media are new tools of marketing, who will live and integrate
more with traditional media and tools that have been used by businesses. Its power lies in
its ability to interact with various publics, without disruption and allow your audience to
communicate with your company.
Companies that adopt a planned use of these media may obtain more important
information about customer behavior, needs, products or services and take measures as
quickly as possible to meet these needs of their audiences and get more revenue.
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32. The social media are also helping to drive not only traffic to the websites of
companies, but also target audience for TV, film and other forms of entertainment.
Understand, utilize and integrate social media into your day to day becomes a new
challenge for companies and their respective marketing areas.
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