Exploring opportunities of social media in Marketing and Education
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Studiedag Commerciele economie Windesheim University of applied sciences School of Business & economics
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Presentation exploring opportunities of social media in Marketing and Education with examples of social media developments and use in marketing.research, product development and communication. Presented during a study conference at the school of business and economics Windesheim university of applied science
Transcript of Exploring opportunities of social media in Marketing and Education
Studiedag Commerciele economie
Windesheim University of applied sciences
School of Business & economics
Social Media
• Crowd sourcing • Data mining • Rating • Co creation• Word of mouth Marketing
Pupils to study Twitter and blogs in primary schools shake-upProposal plan …” Children to leave primary school familiar with
blogging, podcasts, Wikipedia and Twitter as sources of information and forms of communication. They must gain "fluency" in handwriting and keyboard skills, and learn how to use a spellchecker alongside how to spell………
The Guardian, Wednesday 25 March 2009
Hotelschool van Stenden hogeschool eerste met alumni-community
Als eerste hogeschool in Nederland begint Stenden hogeschool met een eigen online community voor alumni (afgestudeerden) van haar opleiding International Hospitality Management (Hoge Hotelschool). Andere opleidingen volgen binnenkort met een eigen community voor hún alumni.
Veel hogescholen hebben een eigen website voor hun oud-studenten, maar geen interactieve ontmoetingsplaats. Natuurlijk zitten veel alumni van de Hoge Hotelschool al op sites zoals Hyves of LinkedIn, maar met de nieuwe community vanuit Stenden hogeschool vinden zij een omgeving waar zij onder elkaar zijn én in direct contact met hun vroegere school staan.
Zoekterm “Social Media” Google Trends provides insights into broad search patterns. Please keep in mind that several approximations are used when computing these results.
Zoekterm “Vakantiehuis, vliegreis ” Google Trends provides insights into broad search patterns. Please keep in mind that several approximations are used when computing these results.
Vakantiehuis
Vliegreis
Zoekterm “Geert Wilders”
A) Geert Wilders: Pushing the envelope Radio Netherlands - Jan 24 2008 B) Geert Wilders’ anti-Koran film goes live on Internet PanARMENIAN.Net - Mar 28 2008 C) Prosecutor will not charge Dutch politician Geert Wilders for incitement against Muslims San
Diego Union Tribune - Jun 30 2008 D) Dutch court orders prosecution of anti-Islamic legislator Geert Wilders KBS Radio - Jan 21 2009 E) Geert Wilders, martyr Telegraph.co.uk - Feb 12 2009
Marketing + Education
http://sandnsurf.wordpress.com/2008/10/09/social-media-communication/
Wat kan crowd sourcing / social media voor SBE betekenen?
Presentatie crowdsourcing 20 minuten
In groepen opdracht op het internet zoeken mbv laptop / internet
15 min
Presenteren per groep 20 minuten
Samenvatting conclusie 10 min
• Vorm groepen, iedere groep een pc met toegang tot internet
• Zoek per groep op internet een goed voorbeeld van social marketing dat toepasbaar zou zijn binnen de SBE.
• Presenteer het gevonden voorbeeld m.b.v. pc kort aan de groep
• Geef daarbij korte motivatie
Wat kan crowd sourcing / social media voor SBE betekenen?
Brand
Community
Consumer
Relation
Rel
atio
n Relatio
n
Before Current
Crowd sourcing
Goldcorp Canadian mining company
Goldcorp • 400 Mb secret geological data info on the internet• In March 2000, the "Goldcorp Challenge" was launched
with a total of $575,000 in prize moneyResults • 110 targets on the Red Lake property, 50 percent of which
had not been previously identified by the company• Over 80 percent of the new targets yielded substantial
quantities of gold• An astounding eight million ounces of gold have been
found. • The collaborative process shaved two to three years off the
exploration time. • It catapulted his under-performing $ 100 million company
into a $9 billion juggernaut
Given the right conditions a crowd is smarter than an individual
• Diversity of opinion
• Independence
• Decentralisation
• Aggregation
(Each person should have private information, even if it is eccentric interpretation of known facts)
(People’s opinions are not determined by those around them)
(people are able to specialize and draw on local knowledge)
(some mechanism exists for turning judgments into a collective decision)
Examples
• Data mining • Rating • Co creation• Word of mouth Marketing
160.000 leden, uit 200 landen, 30% problemen opgelost, 3 mil uitgereikt, 80% oplossingen uit andere bedrijfstak
User
Firm
No proft Proft
No proft
Proft
• Rating • Co creation• Data mining
4.000 leden Studenten en Young Professionals (HBO en WO t/m 30 jaar) €250.000 prijzengeldRabobank, Nuon, TNT, Mars, Het Rijk, TNO, Nationale-Nederlanden en Prorail
• Rating • Co creation• Data mining
Markt onderzoek Altrex schatting marktomvang hangbruggen
(www.emporis.com)
Vangstenregistratie.nl
Ca 420.000 sportvissers aangesloten bij een hengelsportvereniniging
• Data mining • Rating • Co creation• Word of mouth Marketing
Air line rating
• Rating • Co creation• Data mining
www.Iens.nl: 18.000 restaurants in NL, 3 mil bezoekers, 1 mil omzet
• Rating • Co creation• Data mining
www.Amazon.com • Rating • Co creation• Data mining
Risico reductie bij koopbeslissingsproces
Rate my professors
• Data mining • Rating • Co creation• Word of mouth Marketing
Tom tom map share User
Firm
No proft Proft
No proft
Proft
Couch surfing 830.000 surfers
Nieuwsportal Weblog Zwolle
Lego zelf ontwerpenUser
Firm
No proft Proft
No proft
Proft
Before: 100 designers avg age 29
After: 1.000.000 designers avg age 9
AFOL: Adult Fan of Lego
Highly profitable business model • 800 submissions/week; 4 new prints/week; 50,000-65,000
shirts sold/month (18 Mio USD sales in 2006, 35% profit margin, less than 20 employees; 2000 $ pay-off per design to designer)
• most design contributors (about 68 %) are professional designers
• most customers also evaluate (NPD process becomes a relationship marketing tool) (only 3% of customers never evaluated)
• low costs for participation, different participation levels• expert evaluation (exploratory) of designs indicates rather
limited design space; high similarity of designs (“dominant design” of this community)
Wikipedia
User
Firm
No proft Proft
No proft
Proft
Started in 2001684 million visitors in 2008. 75,000 active contributors 10,000,000 articles 250 languages.
Relatively few people actively contribute
Design crowd sourcing 17.000 designers
• Briefing + competitie aangemaakt ca 60 dollar inschrijfkosten (alle community promotieopties aangevinkt)
• 3 dagen voor een logo ontwerp. • Hoofdprijs, 400 US dollar voor het winnende ontwerp. (100 US
dollar boven de gemiddelde prijs) • Resultaat na 3 dagen: ruim 440 designs door ruim 140 unieke
designers.
Voorbeeld Competitie “Orange Valley”
Istockphoto
Flickr: photosharing (summer 2006 5 million users / 150 million pictures)Reatively few people actively contribute
http://arxiv.org/ftp/arxiv/papers/0802/0802.2317.pdf
• Data mining • Rating • Co creation• Word of mouth Marketing
Charlie bit my finger - again
http://www.youtube.com/watch?v=_OBlgSz8sSM&feature=related
http://pandemiclabs.com/pandemicblog/wp-content/uploads/2008/01/tools-for-web.gif
Word of mouth marketing
“People love to talk “ Give them something to talk about Six buttons of buzz
• Taboo
• Outrageous
• Unusual
• Hilarious
• Remarkable
• Secrets
•VIRAL MARKETING is an attempt to deliver a marketing message that spreads quickly and exponentially among consumers.
http://www.youtube.com/watch?v=VSSWeGBkf9o
Discussie
• Wat doet deze viral voor het Merk Volkswagen Polo ?
Social media marketing goals
Doelstellingen Online middelen mix
http://www.upstream.nl/weblog.php?id=C0_17_1
Top 10 virals for 2008 as compiled by GoViral based on compiling numbers of views from Youtube, Dailymotion, Metacafe, Break and Vimeo. Rankings adjusted by taking into account a "people's verdict".
1. Wassup anno 2008Disclaimer: Budweiser's parent company, Anheuser Busch, which originally licensed the concept for five years from Stone, was not involved in the production of the ad
2. SFW XXX Party InvitationDiesel's naughty montage of 1980s porn films using cartoon animation to cover up explicit scenes, just, for its 30th anniversary
3. Kobe Bryant jumps over an Aston MartinNike's clever "did he or didn't he" actually clear a car. Probably not, but it got people talking, and watching
4. Extreme Street FootballElectronic Arts trickery masterpiece featuring kids with football skills – and parkour and capoeira – using a football like you ain't never seen
5. Take it to the next levelGuy Ritchie directs this shot-in-first-person tale of a teen footballer's hardcore ups and downs from being discovered to losing teeth to playing for a national team
6. Tiger Woods 09 – Walk on WaterWhen a fan of EA's golf game pointed out a flaw that Tiger Woods could play a "Jesus Shot" from on water, the game manufacturer's response was this viral featuring the man himself
7. Bean CounterOne of those Mac vs PC ads where Apple prods Microsoft over spending loads on advertising Vista when it should be fixing it
8. Samsung Omnia i900 UnboxingSamsung spoof of the tech-fan trend of filming opening the box of a new gadget for the first time
9. Fate – Leave NothingEmotive Nike fare of lifelong rivalry of two NFL players featuring version of sound track from the Good the Bad and the Ugly
10. Adam and EveInsurance company ad featuring a gay Adam and frustrated Eve that found life online after being banned from TV
The Guardian Top 10 viral ads of 2008
http://www.youtube.com/watch?v=hKoB0MHVBvM
•200 liter of diet coke •500 mentos•8 million views•$10 million advertising value•Geyser contest
http://www.socialmediamarketing.com.au/smm-faves/great-viral-video-for-rayban.php
http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone http://revver.com/video/110281/will-it-blend-spoof/
Who has the most popular page on Facebook?.
Who’s second?
1 Barack Obama 5,881,499
2 Coca-Cola 3,287,101
3 Nutells 3,052,502
4 Pizza 3,005,922
5 Cristiano Ronaldo 2,730,570
6 kinder surprise 2,581,651
7 Facebook 2,492,881
8 Windows Live Messenger 2,469,402
9 Sid 2,409,639
10 Boo 2,343,221http://adage.com/digital/article?article_id=135238
The Coke page, which totals 3.3 million "fans," wasn't even created by Coca-Cola, but by a pair of Los Angelenos who just love Coke.
Valkuilen
Is it a spoof or a clever viral? Of course Puma claims it's a fake, but I bet it's done by them. No matter which is the case. This ad still makes rounds on the internet.
Write your own ad approach: Chrysler Tahoe
http://www.autoblog.nl/archive/2006/04/04/chevrolet_tahoe_commercials_go
http://www.youtube.com/watch?v=4oNedC3j0e4&NR=1
Procter & Gamble Doesn’t Understand Social Media
-11-month campaign titled “America’s Favorite Stains” -contribute photos of their “favorite places -to enjoy stain-making moments!” Result 18 photos, two of which were from Procter & Gamble themselves and two from The Onion.
http://www.marketingpilgrim.com/2008/12/procter-gamble-doesnt-understand-social-media.html
Big viral success.The video was live for 180 days, received around 9 million views with several accounts.
Cell Phone Popcorn Video gets banned Seeding not according the ethics, Cardo Systems did not clearly identify theirselves as the advertiser of the videoclip.
Pop corn with cell phones
http://www.viralblog.com/viral-commercials/cardo-systems-forced-to-remove-popcorn-viral/
• Relation with branding• Business model how to earn money • The FCB grid • Porters value chain • Marketing education
Link social media to existing marketing concepts
Usage of social media concentrates in the high feel / high involvement products
Low Feel – Sensate and pleasurable products
Low Think –Practical and functional products
LowInvolvement
High Feel – Products that reflect on you
High Think – Considered purchasesHigh
Involvement
FeelThink
SATISFACTIONHABITUAL
INFORMATIVEAFFECTIVE
Social m
edia
http://www.lunchoverip.com/2008/05/the-value-chain.html
VODW
Wat kan crowd sourcing / social media voor SBE betekenen?
Presentatie crowdsourcing 20 minuten
In groepen opdracht op het internet zoeken mbv laptop / internet
15 min
Presenteren 20 minuten
Samenvatting conclusie 10 min
• Onderwijsontwikkeling • Leeractiviteiten • Didactische werkvormen • Lesgeven • Toetsen van vaardigheden • Stage en afstudeerprojecten • 4e jaars keuze projecten• Onderzoek studenten tbv bedrijven • Evaluaties (Rate my teacher ?, Rate my lessons (Isec ))• Alumni
Wat kan crowd sourcing / social media voor SBE betekenen?
• Vorm groepen, iedere groep een pc met toegang tot internet
• Zoek per groep op internet een goed voorbeeld van social marketing dat toepasbaar zou zijn binnen de SBE.
• Presenteer het gevonden voorbeeld m.b.v. pc kort aan de groep
• Geef daarbij korte motivatie
Wat kan crowd sourcing / social media voor SBE betekenen?
Startpunten
• www.youtube.com/watch?v=dGCJ46vyR9o (A vision of students today)
• www.Slideshare.net • www.Google.com• www.youtube.com • www.flickr.com• www.wikipedia.com• www.google.nl/trends
Ir. Sander [email protected] University of applied sciences School of Business and Economics
