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Social Media

RTV 4800: Telecom Planning and Operations

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Marketing and Branding

Presented by Miao Melissa Guo

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Agenda

Social media concept and characteristics

Social media tools and their status

Social media marketing and a successful case

Social network marketing systems & processes

Social networking marketing campaign

management

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The Concept of Social Media

Social media is online applications, platforms and media

which aim to facilitate interaction, collaboration and thesharing of content (Wave 3, 2008).

,and opinions through a series of widely available, easy-to-use tools.

Social media encourages the building of communities;groups of people with common interests who are keen to

interact with one another on matters important to them(Immediate Future, 2008).

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The Characteristics of Social Media

Participation

Openness

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Conversation

Community

Connectedness

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Social Media Tools

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Social Media Developing Trends Social media, once the domain of younger, tech-

savvy consumers, has gradually entered the

mainstream and covers a broad demographic

spectrum.

No longer just as a platform for friends to stay

connected in real time, social media continues to

grow in popularity and importance in theorganizational world.

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Social Media Status

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Social Media Status

A collection of

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social mediastatistics for 2009

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Social Media Marketing

Social media marketing is an engagement withvarious social media tools or any other online

collaborative media to generate exposure,

opportunity and sales.

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Social Media Marketing

Media: The Old Way

one-way

Media: The New Way

Participatory

Push-driven Interrupt-driven

Brand-driven

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Multi-way (brand-to-customer, customer-to-

brand, customer-to-customer)

User-powered, opt-in

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Social Media Marketing

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-- A successful case It is about the relationships we form with our customers, not marketing.

We need to build our social strategy up with integrity so that we are not

compromising the relationship with customers.-- Alexandra Wheeler, director of digital strategy of Starbucks

De utize eo le throu hout the or anization

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e.g.: MyStarbucksIdea.com

Understand how each channel provides a differentdimension of engagement e.g.: Facebook.com/Starbucks

Centralize coordination

Find champions who can explain and mitigate risk

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Social Network Marketing Systems &

Processes

Social network

strategy

Campaign

creative

User

experience

Engagement-

brand building

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Define brand

objectives

Measure

engagement

Commitment / Feedback

Loop

Social

network

activities

Individuals External

systems

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Media Engagement Measure

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Social Network Marketing Campaign The Objective: building brand loyalty and relationships

Components of Social Network Campaign

Fostering dialogue on social networks

Shift in power from brand to consumer

Building relationships with users on social networks

E-commerce functionality on social networks, such as Facebook

Viral marketing and word-of-mouth marketing

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Social Network Campaign Management

Profile monitoring

Fans turning on/against brands

Empowered fans

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Research Findings (Agree/Disagree?)

Brand must use transparent communication

Users do not want to purchase products and services via

their profile page

Brands and marketers must listen to their friends/fans

Any brand can benefit from social networks

Engage users far beyond the first transaction

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Research Findings (Agree/Disagree?)

User comments and suggestions offer real value

Great creative is the key to effective engagement

oc a a s e p u e ween ran an user

Loyalty and trust is the key metric not the number offriends or fans

Refer to Social network marketing, engagement marketing and brands

retrieved from www.socialnetworkmarketinguk.com

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