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    Social Media and Marketing:: Evolution Revolution ?

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    Hashma Khan
    The document discusses the evolution of media and marketing from traditional to digital formats. It describes how (a) the media landscape has fragmented with increased choices for consumers across products, media channels, and ways to access information. It also describes how (b) the modern consumer, called "Generation C", is more connected, creative, and in control of their media experiences. Finally, it discusses (c) the rise of social media and how it has changed how consumers interact with brands and each other through user-generated content and word-of-mouth recommendations. The key is for marketers to engage with consumers through interactive digital experiences that build trust and foster two-way conversations.

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    Social Media and Marketing:: Evolution Revolution ?

    Uploaded by

    Hashma Khan
    93 views45 pages
    The document discusses the evolution of media and marketing from traditional to digital formats. It describes how (a) the media landscape has fragmented with increased choices for consumers across products, media channels, and ways to access information. It also describes how (b) the modern consumer, called "Generation C", is more connected, creative, and in control of their media experiences. Finally, it discusses (c) the rise of social media and how it has changed how consumers interact with brands and each other through user-generated content and word-of-mouth recommendations. The key is for marketers to engage with consumers through interactive digital experiences that build trust and foster two-way conversations.

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    Social Media

    Original Title

    Social Media

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    The document discusses the evolution of media and marketing from traditional to digital formats. It describes how (a) the media landscape has fragmented with increased choices for consumers across products, media channels, and ways to access information. It also describes how (b) the modern consumer, called "Generation C", is more connected, creative, and in control of their media experiences. Finally, it discusses (c) the rise of social media and how it has changed how consumers interact with brands and each other through user-generated content and word-of-mouth recommendations. The key is for marketers to engage with consumers through interactive digital experiences that build trust and foster two-way conversations.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    93 views45 pages

    Social Media and Marketing:: Evolution Revolution ?

    Uploaded by

    Hashma Khan
    The document discusses the evolution of media and marketing from traditional to digital formats. It describes how (a) the media landscape has fragmented with increased choices for consumers across products, media channels, and ways to access information. It also describes how (b) the modern consumer, called "Generation C", is more connected, creative, and in control of their media experiences. Finally, it discusses (c) the rise of social media and how it has changed how consumers interact with brands and each other through user-generated content and word-of-mouth recommendations. The key is for marketers to engage with consumers through interactive digital experiences that build trust and foster two-way conversations.

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    © All Rights Reserved
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    Download as ppt, pdf, or txt
    of 45

    Social Media and Marketing:

    EVOLUTION

    or

    REVOLUTION ?

    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, media is fragmented
    13,500 radio stations
    (4,400 in 1960)
    17,300 magazine titles
    (8,400 in 1960)
    82.4 TV channels per home
    (5.7 in 1960)

    And the Web:

    Millions of sites
    Billions of pages

    Source: Left Brain Marketing, Forrester Research (April 2004);


    The Vanishing Mass Market, BusinessWeek (July 2004)
    Source: Darwin Day Conference, Google

    3. Access Proliferation

    Video games
    Email
    XBox LIVE
    Websites
    IM
    Search

    Source: Darwin Day Conference, Google

    Radio
    DVD
    Ring Tones
    TV
    Blogs
    Magazines

    Satellite Radio
    TiVo (Starhub PVR)
    Video On-Demand
    Newspapers
    Podcasting
    Cell Phone

    Digitization of Media

    Reach

    New
    Old Media
    Media

    Mass Media

    Source: Darwin Day Conference, Google

    Niche Media

    radical change has occurred in the


    AWorld
    of advertising and marketing

    Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

    Consumers are not listening anymore

    Interruptive marketing has seen its day


    Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

    The Audience
    is creating

    Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

    The Audience
    is selecting
    Time Shift technology

    Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

    The Audience
    is changing

    Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

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

    Source: http://www.cluetrain.com

    Media Scales

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

    Consumers control the online environment so brands need to think


    about facilitating user-created actions, not just user-generated
    content." Unlike newspapers and TV where the advertisers are
    speaking at consumers, the Internet allows for more back and forth
    interaction.

    Source: http://china.seekingalpha.com/article/30979

    The Consumer

    Cash
    Co-Creators
    Control

    The birth of
    Generation C
    Connected
    Creativity
    Content
    Conversation

    Consumer 2.0

    Creative Class
    Channel

    Community
    Communicate

    Consumer Today

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

    Consumer Touch Points


    Blog Sites

    Music Sites
    Reads his friends
    postings

    Reads up on
    new cd
    releases

    Movie Sites

    Downloads
    Songs

    Buys tickets
    online

    Sports Sites
    Gets the latest
    updates on
    favorite teams

    Gaming Sites
    Looks for
    information
    about Nascar
    games

    Checks scores

    Google.com
    Searches for
    whats cool

    Source: Darwin Day Conference, Google

    Social Media 1.0

    Social Medias Timeline

    1971

    1979

    1984

    1988 1991

    Email Usenet Listservs IRC

    1995

    1998 -2004

    Personal Web Sites 1st Social


    Networking Site
    Discussion Groups
    Chat

    Clasmates.com

    Blogs
    Podcast
    Wikis

    2005 and beyond>>


    Web 2.0 apps and
    User-generated content
    take over

    Source: http://www.prworks.ca/wp-content/socialmedia.ppt

    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 (Wikipedia 2007)

    They share one or more characteristics

    Connectedness

    Getting from me to them

    I post on blogs and BBS because I can


    express myself to millions of people at once.
    I like the rush, and I feel empowered.

    Source: http://china.seekingalpha.com/article/30979

    I believe the bloggers and their ideas.


    They are my friends and will tell me the truth, unlike
    advertisements.

    Source: http://china.seekingalpha.com/article/30979

    Digital experiences

    Design Centred
    Content Focus

    INTERACTIVITY
    Marketers>Experience>Conversation>Relationship>Affinity

    Source: http://www.darmano.typepad.com

    The satisfaction effect

    Source: http://www.churchofthecustomer.com

    The Evolution
    BROADCAST
    We tell you
    Examples: The New York Times, CNN

    Publisher/broadcaster
    Big media
    buys for
    display
    advertising

    $
    $
    $

    Newspape
    r
    Magazines
    TV

    Passive readers/audience

    Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

    The Evolution
    INTERACTIVE
    Tell us what you think of what we tell you
    Examples: nytimes.com, cnn.com

    Publisher/broadcaster
    Big media buys for
    display advertising
    in heavily
    trafficked site

    Smaller, targeted
    media buys for
    contextual
    advertising in
    less trafficked
    parts of the site

    $
    $
    $
    $
    $
    $
    $

    Newspape
    r
    Magazines

    Forums
    Comments
    Ratings

    Web Video

    Passive readers/audience

    Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

    The Evolution
    Social Media
    Tell each other
    Examples: Wikipedia, Slashdot, Ohmynews
    Collaborative
    Publications
    Revenue Share
    Pay for less

    Smaller,
    targeted
    media buys
    for
    contextual
    advertising

    $
    $
    $
    $
    $
    $

    Passive readers/audience

    Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

    Co-creators

    Engagement is all about


    making it relevant to the consumer.

    James Speros, Chief marketing officer, Ernst & Young

    People read particular magazines because of


    the life stages and events which currently
    involve them: from teenager to golfer, from
    having a baby to coping with retirement.

    Source: Henley Centre, Delivering Engagement 2004

    The editorial/reader relationship is a one-to-one


    conversation, and in time it creates a bond of
    trust, of belief, expectation and empathy. It is
    through the quality of this relationship that an
    aperture or opening to the readers mind and
    heart is created, through which we advertisers
    can establish communication.

    Advertiser with Readers Digest

    The new paradigm

    Attention

    Engagement

    Different levels of engagement


    Belonging
    Having sense of shared values
    and common experience,

    Identification
    Most basic level of
    engagement

    Source: The Henley Centre/ Redwood 2003

    Commitment
    People who are passionate
    enough to devote lot of time
    and/ or money

    TRUST

    FAITH

    I Believe
    ME

    Summary
    a) Media Landscape:
    - Advertising Environment
    - Marketing Environment
    - Long Tail
    b) The Consumer:
    - Generation C
    - Consumer Today
    - Consumer Touch Points

    c) Social Media:
    - Timeline
    - Social Media Trend
    - Social Media
    - Word of Mouth
    - Digital Experiences
    d) Engagement
    - Trust

    Area of Research

    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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