SOCIAL MEDIA

DIGITAL MARKETING &

SOCIAL MEDIA MARKETING
#1 Persuasi Sosial Media
 WEB 1.0 WEB 2.0 WEB 3.0 WEB 4.0
One-way street The user rules Go mobile! The agent
The user rules
WEB 2.0

SOCIAL MEDIA
“A group of internet - based COMMUNICATION
CONTENT
MEDIA
applications that build on the
ideological and technological
foundations of the web 2.0 and
that allow the creation and SOCIAL
exchange of user generated INTERACTION

content” - Kaplan & Haenlein,

2010]
Social media allows customers to
choose which content they consume
and at what frequency. Finally, brands
have now less power on what they
diffuse, social media cause the decline
of company-centered communication
[Cooke & Buckley, 2008]
DIGITAL MARKETING
“use of digital channels to promote
or market products and services to
consumers and businesses”
- Website
- Search engine
marketing
- Social media
marketing
- Online advertising
- Email marketing
- Video marketing
- Etc.
 From 4P’s to 4E’s
[Fetherstonhaugh, 2009]

Product Experience
Place Everyplace
Price Exchange
Promotion Evangelism
EXPERIENCE The whole journey a customer can benefit
from a product.

It goes through an analysis of customers’

habits, what influences them and what follows
after they bought the good.
EVERYPLACE How to reach people nowadays.
Be where they are.
EXCHANGE Evaluate the importance of a customer’s
engagement, permission or attention.

All in all, it is all about understanding the

value of a customer and rewarding him for it.
EVANGELISM Create an entire brand experience that will
convince a customer to engage with your brand
and share his though with his peers
CUSTOMER ENGAGEMENT
CONSUMPTION reading, watching or downloading a content

CURATION commenting, tagging

CREATION post status, share, tweet

COLLABORATION suggesting to friends

SOCIAL MEDIA MARKETING
Individuals are able to find neutral content
devoid of commercial messages which give
them an impression of being less only buyers.
By this way, individuals are much more able to
share this content with relatives on social
media [Weinberg, 2009]
It is in another approach by
identifying other variables such as
interest people share, what they
like and how they behave, this is
much more focused on the
individual intrinsic personality and
called behavioral targeting
(Weber: 2009)
Changes brought by
SOCIAL MEDIA in MARKETING
• No more brand monologue
• Brands should listen to consumers
• A dialogue between the brand and its customers
• Collaboration between brands and consumers
• Measuring brands’ objectives on social media
• The improvement of brands’ visibility and brand image
• The increase of customer engagement toward brands