Social Media and Marketing




Media Landscape

Marketing has changed more…..

Source: Internet Advertising Bureau, 2004 Source: Darwin Day Conference, by Google

1. Product Proliferation
Product proliferation and availability means more choice for the buyer……..

Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google

2. Media Proliferation Today.500 radio stations (4.400 in 1960) • 82.” BusinessWeek (July 2004) Source: Darwin Day Conference.300 magazine titles (8.7 in 1960) And the Web: • Millions of sites • Billions of pages Source: “Left Brain Marketing.400 in 1960) • 17.4 TV channels per home (5. “The Vanishing Mass Market. Google . media is fragmented • 13.” Forrester Research (April 2004).

Google . Access Proliferation • • • • • • Video games Email XBox LIVE Websites IM Search • • • • • • Radio DVD Ring Tones TV Blogs Magazines • • • • • • Satellite Radio TiVo (Starhub PVR) Video On-Demand Newspapers Podcasting Cell Phone Source: Darwin Day Conference.3.

Google .Digitization of Media New Media Old Media Reach Mass Media Niche Media Source: Darwin Day Conference.

change has occurred in the “ A radical advertising and marketing World of ” Source: . .Consumers are not listening anymore Interruptive marketing has seen it’s day Source: http://www. .The Audience is creating Source: http://www.

com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf .The Audience is selecting Time Shift technology Source: http://www.iirusa.

pdf .iirusa.The Audience is changing Source:

Without filters or censorship or official sanction — and perhaps most significantly. ” Cluetrain Manifesto Source: .As a result “We are immune to advertising. ” “ The Internet became a place where people could talk to other people without constraint. without advertising ” “Don't talk to us as if you've forgotten how to speak. Remind us to be larger. Don't make us feel small. Just forget it. ” “You want us to pay? We want you to pay attention.cluetrain. Get a little of that human touch.

com/article/30979 . the Internet allows for more back and forth interaction.seekingalpha. ” Source: http://china.“ Unlike newspapers and TV where the advertisers are speaking at consumers.

The Consumer .

0 Community Creative Class Channel Communicate .Cash Co-Creators Control The birth of Generation C Connected Creativity Content Conversation Consumer 2.

com/logic_emotion/files/logic_emotion.typepad.ppt .Consumer Today Source: http://darmano.

Google .Consumer Touch Points Blog Sites Reads his friend’s postings Music Sites Reads up on new cd releases Movie Sites Buys tickets online Downloads Songs Sports Sites Gets the latest updates on favorite teams Gaming Sites Looks for information about Nascar games Checks scores Searches for “what’s cool” Source: Darwin Day Conference.

0 .Social Media 1.

Growth of social media .

What is social media? Social media describes the online technologies and practices that people use to share opinions. insights. experiences. and perspectives with each other .

They share one or more characteristics Participation Openness Connectedness Conversation Community .

Getting from me to them .


“ ” Source: http://china. They are my friends and will tell me the .seekingalpha.I believe the bloggers and their ideas. unlike advertisements.

Digital experiences Design Centred Content Focus INTERACTIVITY Marketers>Experience>Conversation>Relationship>Affinity .

Source: .typepad.

The “satisfaction effect” Source: .churchofthecustomer.

com/docs/MIG_Social_Media_Poster.The Evolution BROADCAST “We tell you” Examples: The New York Times. CNN Publisher/broadcaster Big media buys for display advertising $ $ $ Newspaper Magazines TV Passive readers/audience Source: www.pdf .managementinnovationgroup. Publisher/broadcaster Big media buys for display advertising in heavily trafficked site $ $ $ $ $ $ $ Newspaper Magazines Web Video Forums Comments Ratings Smaller.pdf .managementinnovationgroup.The Evolution INTERACTIVE “Tell us what you think of what we tell you” Examples: nytimes. targeted media buys for contextual advertising in less trafficked parts of the site Passive readers/audience Source: www.

The Evolution Social Media “Tell each other” Examples: Wikipedia. Slashdot.managementinnovationgroup. Ohmynews Pay for less Smaller.pdf .com/docs/MIG_Social_Media_Poster. targeted media buys for contextual advertising $ $ $ $ $ $ Collaborative Publications Revenue Share Co-creators $ Passive readers/audience Source: www.

“ James Speros. Ernst & Young ” .Engagement is all about making it relevant to the consumer. Chief marketing officer.

Source: Henley Centre. Delivering Engagement 2004 ” . from having a baby to coping with retirement.“ People read particular magazines because of the life stages and events which currently involve them: from teenager to golfer.

of belief. through which we advertisers can establish communication. ” Advertiser with Readers’ Digest . expectation and empathy. It is through the quality of this relationship that an aperture or opening to the reader’s mind and heart is created. and in time it creates a bond of trust.“ The editorial/reader relationship is a one-to-one conversation.

The new paradigm Attention Engagement .

Identification Most basic level of engagement Commitment People who are passionate enough to devote lot of time and/ or money Source: The Henley Centre/ Redwood 2003 .Different levels of engagement Belonging Having sense of shared values and common experience.


Consumer Touch Points c) Social Media: .Timeline .Consumer Today .Summary a) Media Landscape: .Digital Experiences d) Engagement .Long Tail b) The Consumer: .Social Media .Word of Mouth Area of Research .Social Media Trend .Marketing Environment .Trust .Advertising Environment .Generation C .

Methodology Social Media Content Analysis Discourse Analysis Interviews Case Study .

Why am I interested?  Hype  Understanding. turning it to a power tool  Future of Advertising .

Research Questions (1) How can the effectiveness of the advertising budget in traditional media be held accountable? (2) What tools can be developed to assess the expenditure of monies in the new digital media? (3) How can the effectiveness of internet creative messages be evaluated empirically? (4) What elements are necessary for online media planning to be successful? (5) How can interactive and traditional advertising agencies get together to do better work in the future? (6) How can the outcomes of traditional consumer behavior research be applied in the new digital world? (7) What non-traditional methodologies might be useful in addressing the concerns of the new digital world? .

Thank You This is a standalone presentation! This is social media! .

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