THE ROLE OF SOCIAL MEDIA IN DEFINING STRATEGIES OF ONLINE COMMUNICATION
By Vladimir MatovićBelgrade, October 2009.
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Introduction
Marketing in social media
Obamonomy
Numb3rs can speak
Conclusion
INTRODUCTION TO SOCIAL MEDIADEFINITION
Defining the term:
“Social media represents an array of terms defining activities that integrate technology, social interaction and constructions made of words, pictures, videos and sounds.
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Social media are people making conversations on the Internet, 24/7.
Or simply put:
INTRODUCTION TO SOCIAL MEDIA HISTORY, DEVELOPMENT AND CHANNELS OF SOCIAL MEDIA
History and development: “Underground” period Commercialization WWW era:
Instant Messaging P2P and BitTorrent
Modern “socialism”
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Social media
Blogs
Micro-blogs
RSS
Wikis
Social networks
Instant messaging
Forums
Podcasts
Video sharing
Picture sharing
MARKETING IN SOCIAL MEDIAA CHANGE IN COMMUNICATION WITH CUSTOMERS
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Old paradigm New paradigm
Control
Campaigns
Trust
DialogMonolog
Conversations
• Engaging• Authentic• Meaningful• Customer oriented
TWITTERA LITTLE SOMETHING ABOUT THE TWITTER WORLD
Definition of Twitter. Twitter’s dictionary – tweet, follower, @, # Twitter’s ecosystem:
TweetDeck Twitoria WeFollow.com Search.Twitter.com TwitterHawk …
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TWITTERCASE STUDIES
Goal: Community building Kogi Korean BBQ The Coffee Groundz
Goal: Brand awareness BBGeeks
Goal: Sales DellOutlet
Goal: CRM Comcast Zappos
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FACEBOOKA COUNTRY CALLED FACEBOOK
Facts: Population of 300 million World’s 4. largest “country” Most used social network on the Web
Facebook marketing tools: Facebook page Facebbok group Facebook apps Facebook Social Ads
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FACEBOOKCASE STUDIES
Goal: Community building and brand awareness Lenovo Sharp Electronics Travel Channel
Goal: Niche market targeting One day, one job IndiePix
Goal: Test marketing Cook’s Compass
Goal: Networking with users Cisco Cirque du Soleil
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OBAMONOMYSOCIAL MEDIA IN POLITICS
Social media in politics 3 principles of Obama’s campaign:
3A: Acquisition Activation Advocating
“Social velocity” model: 4C:
Content Connections Community Conversion
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Barack Obama John McCainContentNumber of YouTube videos 442 000 221 300
ConnectionsNumber of Facebook “friends" Number of YouTube subscribers
3 150 000136 015
613 51529 160
CommunityNumber of visits to the website (monthly) 5 500 000 2 500 000
ConversionElectoral votesTotal number of votes
36566 882 230
16258 343 671
NUMB3RS CAN SPEAK
Wave research: History Methodology
Conclusion of Wave research: Universal platform (not strategy!) on global level is not
possible Big IT players (Google, AOL, Microsoft) are in the game Video content sharing is on the rise The rationalization of social media Developing countries are not falling behind in social media
usage.
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UNIVERSAL STRATEGY FOR SOCIAL MEDIA PERFORMANCE 2/10/2009
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ListenParticipate
Relinquish control
Engage
CONCLUSION
Social media is not a fad!
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IT REPRESENTS A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE!
Thank You for the attention!
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REFERENCES
Antony Mayfield, "What is Social Media?", iCrossing, 2008 Dave Evans, "Social Media Marketing an hour a day", Wiley
Publishing, 2008 Erik Bratt, "Twitter Success Stories", MarketingProfs, 2009 Erik Bratt, Kimberly Smith, "The Obama Playbook", MarketingProfs,
2009 Erik Qualman, "Socialnomcs: How social media transforms the
way we live and do business", Courier Wetford, 2009 Glen Parker, "Power to the People, Social Media Tracker: Wave 4",
Universal McCann, July 2009 Jason Alba, "Facebook Success Stories", MarketingProfs, 2008 Marta Z. Kagan, "What the f**k is social media? One year later",
2009 Marta Z. Kagan, "What the f**k is social media?", 2008 Mike Nolan, Emily Paterson, "Obamanomics: A Study in Social
Velocity", Jalali Hartman 2008 Tom Smith, "Power to the People, Social Media Tracker: Wave 3",
Universal McCann, March 2008
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