A survey on applications of social networks in marketing

1. A SURVEY ON SOCIAL NETWORK
APPLICATIONS IN MARKETING
PROFESSOR : DR.SHAJARI
ADVISOR : DR.HASHEMI
PRESENTER:
ZOHREH IZADPANAH

2. WHY SOCIAL NETWORKS?
Benefits
 For Users
 Fast Communication, Much Data, Free Or Very Cheap, Much Facility,
Trust
 For Organizations
 Data Source, To Extend Communication With Customers , Making
Value, Value Added And Marketing
Issues
 For Persons: loosing time and anonymity
 For Organizations: it is uncontrollable.

3. THE MOST IMPORTANT SOCIAL
NETWORKS PROPERTIES
• Social Influence: is a learning process.
 Normative social influence (or subjective norms)
 Informational social influence
• Social Influence benefits for organizations
 Making trust for customers
 Optimization and Maximization of marketing strategy by
 Finding Influencers(Degree , Closeness , Betweenness)
 Preventing from marketing who's are influenced by others.
 Calculating network value of each node

4. THE MOST IMPORTANT SOCIAL
NETWORKS PROPERTIES (CONT.)
• Diffusion
• Diffusion Model(Local Interaction
Games, Threshold Model, Cascade
Model)
• Diffusion & Marketing
Using diffusion for maximizing marketing

5. RESEARCH TOPICS
 Social Network effects on E-Commerce
 Social Networks as marketing Tools
 Optimization of marketing by using social
networks

6. SOCIAL NETWORKS & E-COMMERCE
 Social Networks impacts on purchasing decision making process
 Social Networks & Sale Networks
Communication with business partners
Improving customers Satisfaction
Social networks exist alongside sales network : is good or not?
Prediction suitable sale channels(online or offline)
 Normative social influence (or subjective norms) & Informational social
influence
 Creating Trust Network

7. STUDY MARKETING PERSPECTIOVE OF
SOCIAL NETWROKS
• Advantages & disadvantages of using social networks as marketing
tools
Results
Active in
networks
Time Cost
Suitable
network
How to
Enter

8. MARKETING OPTIMIZATION BY USING
SOCIAL NETWORKS
• Finding best and suitable groups
• Finding influencers(key nodes) by using
closeness model

9. APPROACHES & TOOLS
E-Commerce
Calculating the shortest
path between nodes &
nodes degree
Sales networks &
social networks
overlap
Calculation how much
messages communicate
between nodes
Relationships between
nodes
Social network
Clustering
Marketing
Practical
experience
Research &
Questionnaire
Marketing
Optimizatio
n
Data Mining
SNA

10. SUMMARY
Some Issues in papers and study sources are:
 Small Samples
 Privacy policy
 Ignore negative social influences
 Isolated environments studied
Business-centric social networks
Next study topics (Issues or new topics)

11. Question?

12. REFERENCES
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13. REFERENCES(CONT.)
[11] Kuechel, Marie Czenko. "Showcase your service: social media and marketing basics in a dynamic, over-populated, mixed-message,
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Science (HICSS), 2012 45th Hawaii International Conference on. IEEE, 2012.
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data.” Decision Support Systems, In Press, Corrected Proof, Available online 29 August 2013.
[19] Andrew Yang, T., Kim, J. and Dhalwani,V., "Social Networking as a New Trend in e-Marketing", Houston, Texas,USA
[20] Yadav, Manjit S., et al. "Social Commerce: A Contingency Framework for Assessing Marketing Potential." Journal of Interactive
Marketing (2013).

14. REFERENCES(CONT.)
[21] Wang, Kai-Yu, I. Ting, and Hui-Ju Wu. "Discovering interest groups for marketing in virtual communities: An integrated
approach." Journal of Business Research (2012).
[22] Zhu, Zhiguo. "Discovering the influential users oriented to viral marketing based on online social network." Physica A: Statistical
Mechanics and its Applications (2013).
[23] Fuciu, Mircea, and Hortensia Gorski. "Marketing Research Regarding the Usage of Online Social Networking Sites by High
School Students." Procedia Economics and Finance 6 (2013): 482-490.