Social Media as Marketing Tools: Valuable for SMEs?
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Discusses the role of social media as marketing tools and the significance of these for SMEs
![Dr. Efthymios Constantinides Assistant Professor Marketing / e-Media School of Management and Governance NIKOS / UNIVERSITY OF TWENTE [email_address] Social Media as Marketing Tools: Valuable for SME’s? March 17, 2011 School of Management & Governance](https://image.slidesharecdn.com/web-20-and-smes-1196256667264301-4/85/Social-Media-as-Marketing-Tools-Valuable-for-SMEs-1-320.jpg)
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Social Media as Marketing Tools: Valuable for SMEs?
- 1. Dr. Efthymios Constantinides Assistant Professor Marketing / e-Media School of Management and Governance NIKOS / UNIVERSITY OF TWENTE [email_address] Social Media as Marketing Tools: Valuable for SME’s? March 17, 2011 School of Management & Governance
- 5. What is Web 2.0 and Social Media?
- 8. What is Social Media Marketing? The Definitive End of Push Marketing!
- 9. The power of the Social Media
- 10. The Internet and the Social Media are changing the marketing practice
- 11. Marketing Is Changing Declining Effects of Traditional Marketing Model Increasing Customer Power Decreasing Customer Trust
- 12. 1. The importance of the Marketing model is declining
- 15. 2. The buying / decision making process is changing
- 16. Traditional Marketing Marketing in Web 1.0 environment Marketing in Web 2.0 environment The way customers make decisions is changing: Model of Customer Behavior ( Kotler et al. Marketing Management, 2009) © E. Constantinides
- 18. Customers become Brand Ambassadors
- 20. … but also Brand Detractors
- 22. And it can get even worst!
- 25. Source: Constantinides and Fountain, 2008 Web 2.0 Dimensions SOCIAL MEDIA Social Effects Enabling Technologies Blogs Social Networking Sites Online Communities Forums/Bulletin Boards Content aggregators Empowerment Participation Openness Networking Conversation Community Democratization / User control Open Source RSS Wikis Widgets Mashups AJAX
- 28. Turning the Social Media Threat in a Strategic Opportunity: The (E-)Marketing Strategy Product/ service Marketing/ E-Marketing Organization Web 1.0 Web site Web 2.0 Social Media Level 1 Level 3 Level 2 Level 4
- 29. Social Media as Marketing Tools: Generic approaches © E. Constantinides ACTIVE PASSIVE Marketing Strategy Listening In PR / Direct Marketing /CS Reach the Influencers Personalize Experience Tapping Creativity Social Media HOW SOCIAL IS YOUR BRAND? Web logs MobileCrunch Direct2Dell Mashable Toyota Communities / Microblogs Wecando Threadless Twittorati NIKE Heinz NOKIA Dell Social Networks H&M Hyves AA McDonalds Hyves XXX LEGO Forums / B. Boards Epinions Reviewcenter AmericanExp KLM BookScanner Content Aggregators / V.O.C. Monitoring BizReport BuzzCupture DELL RSS Grolsch MyMuesli Innocentive
- 32. Social Media as MarketingTools: Generic approaches ACTIVE © E. Constantinides PASSIVE Marketing Objective Listening In PR / Direct Marketing/ CS Reach the Influencers Personalize Experience Tapping Creativity Application Type Web logs XXX XXX XXX XXX XXX Communities / Microblogs XXX XXX XXX XXX XXX XXX Social Networks XXX XXX XXX XXX XXX Forums / B. Boards XXX XXX XXX Content Aggregators / V.O.C. Monitoring XXX XXX XXX XXX XXX XXX
- 33. Social Media as PR tool : KLM
- 35. Case 1: Blendtec
- 36. Will it Blend? Facts Before October 2006, Blendtec had spent more than a decade selling blenders to the commercial market (restaurants and so on) but had little name recognition with mainstream consumers. “ Will It Blend” became a viral phenomenon generating 100 mil views, presence in mass media, about 700.000 fans and national distribution, sales up by 600% since the launch of the videos
- 37. Case 2: Red Scarf Equestrian
- 38. Joanna Wiseberg
- 40. Case 3: The Dessert Gallery Facebook Experiment Utpal M. Dholakia and Emily Durham HBR March 2010
- 43. Social Media and CRM / customer service
- 48. Social Media as MarketingTools: Generic approaches ACTIVE © E. Constantinides PASSIVE Marketing Objective Listening In PR / Direct Marketing/ CS Reach the Influencers Personalize Experience Tapping Creativity Application Type Web logs XXX XXX XXX XXX XXX Communities / Microblogs XXX XXX XXX XXX XXX XXX Social Networks XXX XXX XXX XXX XXX Forums / B. Boards XXX XXX XXX Content Aggregators / V.O.C. Monitoring XXX XXX XXX XXX XXX XXX
- 49. What my students did Soocial.com Distimo.com
- 51. © E. ConstantinidesGeneral Introduction to the University of Twente
- 52. Social Media as MarketingTools: Generic approaches ACTIVE © E. Constantinides PASSIVE Marketing Objective Listening In PR / Direct Marketing/ CS Reach the Influencers Personalize Experience Tapping Creativity Application Type Web logs XXX XXX XXX XXX XXX Communities / Microblogs XXX XXX XXX XXX XXX XXX Social Networks XXX XXX XXX XXX XXX Forums / B. Boards XXX XXX XXX Content Aggregators / V.O.C. Monitoring XXX XXX XXX XXX XXX XXX
- 56. Social Media as MarketingTools: Generic approaches ACTIVE © E. Constantinides PASSIVE Marketing Objective Listening In PR / Direct Marketing/ CS Reach the Influencers Personalize Experience Tapping Creativity Application Type Web logs XXX XXX XXX XXX XXX Communities / Microblogs XXX XXX XXX XXX XXX XXX Social Networks XXX XXX XXX XXX XXX Forums / B. Boards XXX XXX XXX Content Aggregators / V.O.C. Monitoring XXX XXX XXX XXX XXX XXX
- 57. Seth Haber