Posterpresent

1. “JOIN THE MARKET OF CONVERSATIONS”
Exploratory research on the crucial characteristics of an effective social media marketing strategy
ECREA 2012 – 4th European Communication Conference – 24-27 October 2012, Istanbul, Turkey
Sanne Heerink, Sjoerd de Vries, Efthymios Constantinides
Abstract
Objective: How can social media marketing create value for both the
marketer as the consumer?
Background: A social media strategy should not only contribute to the
needs of the marketer, but also to the needs of the consumer. This is due to
the change of an inside-out approach to an outside-in approach (Morgan,
1988; Lauterborn, 1990).
Methods: Within this study we performed a literature review, interviews and
several case studies.
Results: These methods resulted in a social media marketing value model
(Figure 1).
Conclusions: Social media marketing could be valuable if marketers fulfill
the needs of the consumers which could be derived in 5 segments: (1)
information, (2) identity, (3) interaction, (4) entertainment and (5)
involvement
Introduction
Many marketers are currently exploring the opportunities of social media for
their brand. Best cases and social media mistakes are widely discussed in
the media. If you don’t have a social media marketing strategy for your
brand you seem to be missing the boat. The first step in a successful social
media strategy is often the most difficult step.
Results
There is a need for more insight in crucial characteristics of an effective
social media marketing strategy. This poster illustrates how social media The results shed light on the role of marketers to strengthen the relation with
marketing can create value for both the marketer as the consumer. An the audience, to strengthen their brand position and to create brand
explorative study resulted in a framework that offers marketers a hand in ambassadors. Because both marketers and consumers has some common
developing a social media marketing strategy, including objectives, tactics, needs.
and Key Performance Indicators (KPI’s)
The common needs of them are: Sharing current information, facilitating
interactions with peers, facilitating peer advice, involve peers in optimization
(products, services and communication) and providing exclusive benefits on
social media channels.
Research questions Preconditions to achieve these needs are: customer service on level, having
an existing fan- and follower base and have an activation-element in the
social media expressions.
1)What targets and KPIs seek marketers to formulate a social media
marketing strategy?
2)Which social media needs of consumers are relevant to formulating a
social media marketing strategy?
3)Which indicators determine the impact of effective social media tactics?
Degree of
Degree of
Method
Needs Consumer (KNI’s) effectiveness Social Needs Marketeer (KPI’s)
Needs Consumer (KNI’s) effectiveness Social Needs Marketeer (KPI’s)
Media Marketing
Media Marketing
1)A literature study: Used to explore the Needs of Marketers (objectives & Strategy
Strategy
Key Performance Indicators) and the Needs of Consumers (social media
needs & Key Need Indicators) in social media marketing.
2)Interviews: The needs from the literature study were verified in interviews
with marketers of Dutch brands. During these interviews the marketers
brainstormed about social media marketing tactics that contribute to both
their own needs and the needs of their target audience. This resulted in a
framework of social media objectives, social media needs of consumers, Figure 1: Social Media Marketing Value Model
social media marketing tactics and indicators for the value of these tactics
for both marketers and consumers.
3)Case studies: The case studies have showed how social media marketing Conclusion
tactics can be recognized and how effects can be measured. These studies
also showed basic conditions for effective social media marketing.
Marketers can use social media marketing to strengthen the relationship
with their target audience, position their brand of to create brand
ambassadors. The real value for marketers from a social media strategy will
emerge when they ca measure the effect of this strategy on the bottom line.
They can measure effects by analyzing social media indicators such as;
volume of interactions, sentiment of interactions, topics in interactions,
References specific authors in interactions or the increase of the amount of fans or
followers of the brand.
Morgan, G. (1988). Riding the Waves of Change. Developing Managerial
Competencies for a Turbulent World. Jossey-Bass. San Francisco. Social media marketing tactics will be most effective when they contribute to
the social media needs of the target audience as well. Social media needs
McQuail, D. (1983). Mass Communication Theory (1st ed.). London: Sage. of consumers can be derived from 5 need segments: (1) information, (2)
identity, (3) interaction, (4) entertainment and (5) involvement.
Martijn, C. en Koelen, M. (1999). Persuasieve communicatie. Basisboek
communicatie en verandering. There seem to be complimentary conditions for effective social media
marketing tactics such as service level, an existing fan or follower base or
Ruggiero, T. (2000). Uses and gratifications theory in the 21st century. Mass activations through advertising.
Communication & Society, 3(1), 3-37.