Chapters 7-8F2013x

thumpinsplishInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

87 εμφανίσεις

C
HAPTERS

7
-
8

What I post on the Internet does not Stay on the
Internet!

I
MPLICATIONS

OF

SOCIAL

MEDIA

ACTIVITY


The significance of peer recommendations
cannot be overlooked. Consumers rely very
little on main stream advertising (14%)


Social media allows the best of the best to
be apart of social interaction. Mediocrity
will slump and superior brands will rise to
the occasion.


90% of consumers trust peer
recommendations .. And social media closes
the time, credibility and geographic gaps


I
NCENTIVE

B
ASED

I
NFORMATION



No longer do consumers need incentives to
complete surveys that can be analyzed by
firms


Consumers willing share their experiences
and preferences of their increasingly public
lives


Early adopters are eager to share their
product experiences online, allowing brand
managers the luxury of focusing more on
feedback from consumers than advertising

R
EDUNDANCY


Social media removes the redundancy of
market roles. Individuals do not require
multiple people to perform the same tasks.


One consumer posts an experience and opinion
and others willing jump in the conversation.


Sites like Hotels.com make customer reviews
accessible and research is no longer time
consuming


Danger to Inattentive Brand Managers


Companies no longer control and direct the
conversations related to their brands!


U
SERS

OF

F
ACEBOOK

W
EBSITE

I
NFORMATION

VS

S
OCIAL

M
EDIA


A company like Expedia can operate a website
that generates tens of thousands of names and
emails to their data base.


Within this data base, I can generate information
that assists in developing promotions, targeting
certain consumer groups and developing custom
promotions for these groups


Expedia can then monitor on a timely basis the
chatter on their social media sites to stay abreast
of real time discussions. Customers can track
and brag about their tours and destinations.
Furthermore, searches can be integrated with
social media posts and promotions!

P
RODUCT

PLACEMENT

AND

A
DVERTISING

ON

E
-
READERS


What do you think of the enhanced idea of
product placement in novels and non
-
fiction
efforts?


Currently Amazon

offers two versions

of the Kindle


$69 with offers


$89 without offers

A
DS

VS

NO

ADS


Kindle White is also
available with
promotional messages
that do not appear
while the consumer is
reading material. The
price difference is
$119 vs.
$
139

A
DVERTISING

IN

MAGAZINE

AND

BOOK

CONTENT


What are your
thoughts regarding
an e
-
reader that
provided a web link
within the content of
a novel.


Within the description
of a scene in a home a
brand such as
coca
-
cola

or
iphone

is
mentioned. The
brand name is a web
link …


Additional revenue
streams vs. consumer
backlash?

S
OCIAL

B
RAGGING


Could social
bragging by friends
and peers on social
media replace
Google searches?
Do you search
Google for a
vacation
destination or do
you link to a site a
friend refers to in a
post?

R
EFERRAL

P
ROGRAM

ON

S
TEROIDS
!


Referring customers
#1


Referring sales reps
and channel members


Amazon offers
products to you that
your network of
friends also enjoys ..
Takes into account
the social
implications


Outsourcing
commercials to
consumers!


Affinity Marketing


Amazon introduces
recommendations
based on previous
purchases


Problems like
observations


gifts
can throw off the
algorithm


Relying on old tricks


Direct mail


Lobbying


pr

What Works in
Promotion?

What Needs
Improvement

T
HE

D
EATH

OF

MULTIPLE

PERSONALITIES


Do you have a work,
school and social
persona?


Do these
independent
personas rarely
interact or mix?


Your answer is
probably yes if you
are over 40


Social media has
destroyed this
phenomena with
younger generations

I
MPLICATIONS

OF

THE

LOSS

OF

ROLE

PERSONAS


Job searches


Job retention


Use of avatars


Privacy






Implications for goods
and services


Video games


Exercise and fitness
products


Fashion choices


Is 24/7 openness
beneficial in today’s
society?


What are acceptable
boundaries?


Lack of Privacy




Fake Personas for
job searches,
football drafts, even
dates

Traditional Roles

Impact of Social Media

C
AN

S
OCIAL

MEDIA

ALLOW

THE

TRUE

PERSONA

OF

A

FIRM

TO

SHINE
?


You cannot things
to all people … you
cannot satisfy all
customers nor
develop products
for all customers


Be honest


Focus on one
cohesive message


Twitter is great
for this
approach


Verified
account@Cadillac


Since
1902
, Cadillac has
stood for
uncompromising
performance, daring
design and
groundbreaking
technology


Cadillac

@
Cadillac
5
h


A masterpiece in the
making. The
2015
Escalade debuts
10.7
at
7
:
30
PM
#
EscaladeReveal

http://on.fb.me/
1
dSQvsz
@
autumndewilde


O
THER

T
WITTER

FEED

EXAMPLES



NO

CONTROL!!


Apple
News

@
applenws
2
h


Obama: iPhones Have
Glitches Just Like
http://Healthcare.gov
Has Glitches. Deal.
@
TechCrunch

http://feedproxy.google
.com/~r/Techcrunch/~
3
/gpwMpCC
7
e
0
g/ …


M
OVIE

FEEDS



CONTRASTING

OUTCOMES


Variety

@
Variety
46
m


Why '
Prisoners
' Is
Too Easy on the
Subject of Torture
http://on.variety.com/
1
bmyiT
2



Warner Bros
Pictures

@
wbpict
ures
12
m


.
@
Moviefone

lists
10
great reasons
why
#
Prisoners

is
"the best thriller in
years":
http://aol.it/
175
hWg
X
pic.twitter.com/Ozq
KaRt
0
oh




I
S

T
WITTER

WORTH

IT
? I
S




ANYONE

LISTENING
?


The combination of
corporate efforts and
individuals can lead to
tremendous positive
communication.


Businesses stay
abreast of what
customers are saying
and promote products


Niche topics can be
detailed: university
happenings, spots


Causes can utilize
Twitter


555
million users


190
million unique
users each month


58
million tweets a
day


43
% access via mobile
devices


40
% watch and follow
but DO NOT tweet!

I
NTRODUCE

NEW

MEDIA

APPROACHES


Sponsor radio
programming and
let hosts discuss
film


Good and bad


Acknowledge plot
holes and emotional
tone! It’s scary but



Recognize a
perfectly reviewed
product seems
suspect to
consumers!

T
HE

N
EW

W
ORLD

O
RDER


Its all about eye
candy!


Sex, sizzle and eye
catching visuals to
enhance the brand


A good message can
sell anything


We decide what is
right for the customer


Develop products and
then disperse them


Two way communication
vital


Product focused


constant communication
between departments


Always consulting with
the customer on what
they want and need to
refine the product


Fail fast, fail forward,
fail better


Let the customer sell!

Past Marketer’s
Philosophy


Present/Future
Marketer’s Philosophy

ESPN
AND

F
ANTASY

F
OOTBALL


Fantasy Football has a tremendous fan base
that is interactive on a weekly, if not daily
basis.


How to take advantage of this trend?


Offer podcasts that are affordable and
accessible to fans


Leverage fan interest to encourage them to do
the research and reporting on the various
teams across the league


Open the podcast to
SuperFans

and the
floodgates open with volunteers!


Pluses


Save $ on reporters, avoid future competition from
bloggers, in
-
depth analysis for all 32 teams, reach
and involvement within communities


W
ILL

G
OOGLE

BECOME

MEANINGLESS
?


Not if they have anything to do with it! BUT


During live events and broadcasts more and more
individuals rely on Twitter than CNN, Google or
radio for updates!


Olympic coverage meaningless when broadcast 12
hours after the completion of an event.


Sponsorships of
Nascar

less meaningful when fans
check Twitter for the winner and miss the visuals.


Streaming video competes with TV broadcasts
now as the Internet completes with TV for
entertainment and leisure time.

A
DVERTISING

WITHIN

S
OCIAL

MEDIA

The idea
that
advertising
has no place
in a
promotions
mix is
untrue.


Advertising
must
complement
other forms
of
promotion
and seek to
achieve
symmetry
!


Unobtrusive in nature


76
% says ads don’t bother them


40
% made purchases after seeing
ads on social media


Ads tailored to status updates


Getting married


Ads for honeymoons, dresses, rings
appear


You graduated from LSU


NCAA gear


Louisiana souvenirs


New Orleans/Mardi Gras deals


Tailor offers on the home pages
based on tracking of ad
responses




F
ACEBOOK

A
DVERTISEMENTS

WITH

LINKS

These are
the ads
that
appeared
on my
page this
afternoon
… are
these
appropria
te for my
segment
of the
market
?

S
EARCH

E
NGINE

O
PTIMIZATION

(SEO)


Use significant key
words in the naming
of FB pages


You can’t sit on the
sidelines


Don’t be a John Deere


500
groups


10
,
00
users in the top
10
groups


All developed by the
JD community not the
company