社会媒体营销课件

• Effective, real time internal communications across the enterprise and hierarchies
• Tracking trends and testing the “zeitgeist”
• Crowdsourcing of new product development or market research
• Guest speaker – Jas Dhaliwal of AVG
– AVG social media case study (please tweet your comments/questions before/during/after the session using #jas)
– Group exercise and k – Marketing careers advice
Digital Marketing Communications (MANG6228)
Lisa Harris 4th November 2010
PPT学习交流
1
Plan: Week 2
• Discussion of e-consumer behaviour article
• Marketing applications of social media
• Interaction within social networks influences online purchase (Beacon, Like)
• Peer recommendations are trusted more than advertising messages originating from the company concerned (Sen, 2008)
• The social site Osoyou was preferred, but respondents had not previously heard of it – use social networks to promote
• Scope to improve the social shopping experience by
PPT学习交流
3
incorporate virtual shopping assistants or 3D imaging
Social Media Marketing
• Engaging with customer fan base
• Resolving customer service issues
• Networking to source expertise or business partners
PPT学习交流
4
The 1:9:90 rule
• 1% are content CREATORS (aka make a lot of noise)
• 9% will COMMENT (aka make some noise) • 90% will CONSUME (aka say nothing, but
• By giving up control, a brand is seen to display trust toward the users. This trust is a powerful brand value which forms the basis of loyalty.
• Any brand that offers value can tap into social network sites to create niche communities that users will want to self-identify with
"There’s not a lot you can do with negative comments. I think you’ve just got to let people get it out of their system and just treat everyone else with the intelligence that they will be able to make their own decisions from the comments." (Ted Hunt, Innocent Drinks)
presumably still obtain value)
PPT学习交流
5
The brand executive viewpoint
• The brand executives interviewed also see engaging with social network users as a great way to ‘crowd source’ and innovate a brand product or idea with consumers.
“Social network marketing, engagement marketing and brands” © Tom Chapman 2008
PPT学习交流
6
Dealing with negativity
"Brands should definitely take into consideration that users at any time can turn on a brand; this is why they need to engage with them honestly." (James Kirkham, Holler)
PPT学习交流
2
Social e-shopping (Dennis et al, 2010)
• E-shopping is growing, despite recession, and particularly in categories such as fashion
• ‘social e-shopping’ combines social networking and online shopping