THE ROLE OF SOCIAL MEDIA IN DEFINING STRATEGIES OF ONLINE COMMUNICATION

By Vladimir MatovićBelgrade, October 2009.

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Introduction

Marketing in social media

Twitter

Facebook

Obamonomy

Numb3rs can speak

Conclusion

INTRODUCTION TO SOCIAL MEDIADEFINITION

Defining the term:

“Social media represents an array of terms defining activities that integrate technology, social interaction and constructions made of words, pictures, videos and sounds.

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Social media are people making conversations on the Internet, 24/7.

Or simply put:

INTRODUCTION TO SOCIAL MEDIA HISTORY, DEVELOPMENT AND CHANNELS OF SOCIAL MEDIA

History and development: “Underground” period Commercialization WWW era:

Instant Messaging P2P and BitTorrent

Modern “socialism”

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Social media

Blogs

Micro-blogs

RSS

Wikis

Social networks

Instant messaging

Forums

Podcasts

Video sharing

Picture sharing

MARKETING IN SOCIAL MEDIAA CHANGE IN COMMUNICATION WITH CUSTOMERS

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Old paradigm New paradigm

Control

Campaigns

Trust

DialogMonolog

Conversations

• Engaging• Authentic• Meaningful• Customer oriented

TWITTERA LITTLE SOMETHING ABOUT THE TWITTER WORLD

Definition of Twitter. Twitter’s dictionary – tweet, follower, @, # Twitter’s ecosystem:

TweetDeck Twitoria WeFollow.com Search.Twitter.com TwitterHawk …

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TWITTERCASE STUDIES

Goal: Community building Kogi Korean BBQ The Coffee Groundz

Goal: Brand awareness BBGeeks

Goal: Sales DellOutlet

Goal: CRM Comcast Zappos

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FACEBOOKA COUNTRY CALLED FACEBOOK

Facts: Population of 300 million World’s 4. largest “country” Most used social network on the Web

Facebook marketing tools: Facebook page Facebbok group Facebook apps Facebook Social Ads

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FACEBOOKCASE STUDIES

Goal: Community building and brand awareness Lenovo Sharp Electronics Travel Channel

Goal: Niche market targeting One day, one job IndiePix

Goal: Test marketing Cook’s Compass

Goal: Networking with users Cisco Cirque du Soleil

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OBAMONOMYSOCIAL MEDIA IN POLITICS

Social media in politics 3 principles of Obama’s campaign:

3A: Acquisition Activation Advocating

“Social velocity” model: 4C:

Content Connections Community Conversion

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Barack Obama John McCainContentNumber of YouTube videos 442 000 221 300

ConnectionsNumber of Facebook “friends" Number of YouTube subscribers

3 150 000136 015

613 51529 160

CommunityNumber of visits to the website (monthly) 5 500 000 2 500 000

ConversionElectoral votesTotal number of votes

36566 882 230

16258 343 671

NUMB3RS CAN SPEAK

Wave research: History Methodology

Conclusion of Wave research: Universal platform (not strategy!) on global level is not

possible Big IT players (Google, AOL, Microsoft) are in the game Video content sharing is on the rise The rationalization of social media Developing countries are not falling behind in social media

usage.

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UNIVERSAL STRATEGY FOR SOCIAL MEDIA PERFORMANCE 2/10/2009

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ListenParticipate

Relinquish control

Engage

CONCLUSION

Social media is not a fad!

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IT REPRESENTS A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE!

Thank You for the attention!

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REFERENCES

Antony Mayfield, "What is Social Media?", iCrossing, 2008 Dave Evans, "Social Media Marketing an hour a day", Wiley

Publishing, 2008 Erik Bratt, "Twitter Success Stories", MarketingProfs, 2009 Erik Bratt, Kimberly Smith, "The Obama Playbook", MarketingProfs,

2009 Erik Qualman, "Socialnomcs: How social media transforms the

way we live and do business", Courier Wetford, 2009 Glen Parker, "Power to the People, Social Media Tracker: Wave 4",

Universal McCann, July 2009 Jason Alba, "Facebook Success Stories", MarketingProfs, 2008 Marta Z. Kagan, "What the f**k is social media? One year later",

2009 Marta Z. Kagan, "What the f**k is social media?", 2008 Mike Nolan, Emily Paterson, "Obamanomics: A Study in Social

Velocity", Jalali Hartman 2008 Tom Smith, "Power to the People, Social Media Tracker: Wave 3",

Universal McCann, March 2008

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