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Social media: a strategic decision or following the trend? Alan Charlesworth Introduction

Social media: a strategic decision or following the trend? Alan Charlesworth Introduction. what is social media?. ‘A collective term for the various social network and community sites including such online applications as blogs, podcasts, reviews and wikis‘ Charlesworth (2009)

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Social media: a strategic decision or following the trend? Alan Charlesworth Introduction

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  1. Social media: a strategic decision or following the trend?Alan CharlesworthIntroduction

  2. what is social media? ‘A collective term for the various social network and community sites including such online applications as blogs, podcasts, reviews and wikis‘ Charlesworth (2009) ‘A group of Internet-based applications that build on the ideological and technological foundations of web 2.0 and that allow the creation and exchange of user generated content' Kaplan and Haenlein (2010) Social networking‘ … is more than just something to do, it’s also the venue in which they do it’ TNS, TRU & Marketing Evolution (2007)

  3. what is social media? ‘The sum total of people who create content online, as well as the people who interact with it or one another’ McConnell and Huba (2007) [the various elements that make up social media do not actually represent ‘media’ but a] 'platform for interaction and networking’Eisenberg B (2008) [Social media] … ‘presents businesses with new challenges but also new opportunities for getting and staying in touch with their markets, learning about the needs and opinions of their customers as well as interacting with them in a direct and personalised way' Constantinides and Fountain (2008)

  4. what is social media? Types of website that comprise social media : Social News Sites (eg Digg, Reddit, Yahoo Buzz)Social Bookmarking Sites (eg Delicious, StumbleUpon)Social Networking (eg Facebook, MySpace, LinkedIn)Social Knowledge (eg Wikipedia, Yahoo Answers)Social Sharing (eg YouTube, Flickr, Twitter)Danny Sullivan

  5. consumer generated content : social media? The content of any social media site is contributed – i.e. generated – by the members of that community * Social content might be considered that which is part of a conversation between participants in a forum, community or otherwise* Consumer generated content is made up of opinion, feedback or criticism on a product or service which is written specifically as advice to others [we trust our peers more than we trust marketers] 

  6. strategic social media marketing Who should market on SM?Retailers/e–commerce sites/charities = yes? Specialized B2B/one–off sales = no? But … … adopting SMM means waving goodbye to control of the brand – whether the organisation perceives this loss of control as an opportunity or a threat is actually the key to adopting or rejecting SMM 

  7. strategic social media marketing Strategic considerations:Is it what our customers expect from us?Is SMM worth the effort?What are specific objectives that will benefit us?Is it right for us?Does it fit in with our other marketing efforts?What elements of social media are suitable for our objectives? 

  8. strategic social media marketing What else? * Market research / intelligence * Platform for advertising? * Search engine optimization * Mobile marketing * Viral marketing * PR * Who owns social media marketing? * Staff skill requirements 

  9. strategic social media marketing

  10. blogging, facebook & twitter Following the trend? 

  11. blogging How many organizations or individuals really have something to say that people want to read on a regular basis? And if they did, would you have time to write it? ‘nuff said? Or is it? What about this blog 

  12. facebook How many organizations or individuals really have something to say that people want to read on a regular basis? And if they did, would you have time to write it? Has Facebook peaked – 'majority' now bored? Niche sites more attractive – Facebook 'Group' structure Dual presence: why? Facebook/AutoExpressAutoExpress.co.uk: Facebook as a web presence? Pages for the ‘now’ airmiles

  13. facebook

  14. facebook

  15. facebook

  16. Facebook - f-commerce ‘commerce executed on or influenced by the Facebook platform’

  17. twitter How many organizations or individuals really have something to say that people want to read on a regular basis? These? Twitter–follower whores : my experience Need some numbers? Of my 65 short-term Twitterers, the average number of twits they were 'following' was 5,852 and were 'followed by', 6,043. Some bloke in New England topped the list with 43,980 and 44,443 respectively If each 'followed' member sent him only one tweet a week that is 261 every hour 

  18. twitter

  19. twitter Mini-caseDell : poster-child for twitter … … but where is the ROI? 

  20. Social media: a strategic decision or following the trend?

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