Post on 02-Jul-2015
description
Svenja WiddershovenCentre of Research International Business and Communication
Content
Web 2.0
Definition of social media
Classification of social media
The P.O.S.T. model
Web 2.0
Web 2.0
“The World Wide Web as a platform whereby content
and applications are no longer created and published
by individuals, but instead are continuously modified
by all users in a participatory and collaborative
fashion.”
- Kaplan & Haenlein (2010)-
Web 2.0
Social Media
Social Media
“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 & Haenlein (2010) -
Web 2.0 vs Social Media
Classification of social media
Classification of social media
Media Richness
(social presence)
Low Medium High
Self disclosure
(self presentation)
High
Low
- Kaplan & Haenlein (2010), Van Osch & Van Zijl (2011) -
Classification of social media
Dimension 1
Media Richness
The amount of information
Type of contact
Timing
Classification of social media
Dimension 2
Self disclosure
Revelation of personal information
Control impressions
Classification of social media
Media Richness
(social presence)
Low Medium High
Self disclosure
(self presentation)
High Blogs
Low Collaborative
projects
Classification of social media
Collaborative projects
The joint effort of many actors
Synergy
‘We are all experts’
Nokia uses internal wiki’s
Social Media Use
Blogs
Personal webpages
Wide range
Risks
Classification of social media
Media Richness
(social presence)
Low Medium High
Self disclosure
(self presentation)
High Blogs Social networking
sites
Low Collaborative
projects
Content
communities
Classification of social media
Content communities
Sharing of media content
Attractive channel for content spreading
Risks?
Classification of social media
Social networking sites
Personal information profiles
Find friends
Create brand community
Classification of social media
Media Richness
(social presence)
Low Medium High
Self disclosure
(self presentation)
High Blogs Social networking
sites
Virtual social
worlds
Low Collaborative
projects
Content
communities
Virtual game
worlds
Classification of social media
Virtual game worlds
Personalized avatars
Massively multiplayer online role-playing game
Product placement advertising
Use the popularity of VGW
Classification of social media
Virtual social worlds
Second life
Product placement advertising
Virtual product sales
Marketing research
How to choose a social medium?
The P.O.S.T. model
People
Audience segmentation
Describe the audience
Social media use
Active or passive users?
- Bernoff & Li (2008), Li & Bernoff (2011) -
The P.O.S.T. model
Source: Onlinemba.com
The P.O.S.T. model
Objectives
1. Research
Listening
The P.O.S.T. model
Objectives
2. Marketing
Talking
The P.O.S.T. model
Objectives
3. Sales
Energizing
The P.O.S.T. model
The P.O.S.T. model
Objectives
4. Customer support
Supporting
The P.O.S.T. model
The P.O.S.T. model
Objectives
5. Development
Embracing
The P.O.S.T. model
The P.O.S.T. model
Strategy
Benefit for your audience?
Reward or incentive
Policies and procedures
Evaluate success
The P.O.S.T. model
TechnologyChoose social media application
The P.O.S.T. model
Objectives
1. Research listening
Media Richness
(social presence)
Low Medium High
Self disclosure
(self presentation)
High Blogs Social networking
sites
Virtual social
worlds
Low Collaborative
projects
Content
communities
Virtual game
worlds
References
Bernoff, J., & Li, C. (2008). Harnessing the Power of the Oh-So-Social Web. Mit Sloan Management Review, 49(3), 36-42.
Kaplan, A., & Haenlein, M. (2010). Users of the world unite! The challenges and opportunities of social media. Business Horizons(53), 59-68.
Li, C., & Bernoff, J. (2011). Groundswell: winning in a world transformed by social technologies. . Boston, Massachusetts: Harvard Business review press.
Osch van, D., & Zijl van, R. (2011). Basisboek social media (Vol. 1). Den Haag, The Netherlands: Boom Lemma.
Questions?