Social Media Marketing in an international
environment
International Marketing
GSO-MI, Nuremberg
December 2013 prepared by Anand P. Waindeshkar
and Andrey Kolesnichenko
2
Agenda
? Introduction & Definition
? Types of Social media & Channels
? Advantages & Disadvantages of SMM (SWOT)
? Past, Present & Future
? How does it works - Case study
? Conclusion
What is Social Media?
3
Social media is best understood as a group
of new kinds of online media, which share
most or all of the following:
Participation
Social media encourages contributions and feedback; blurs the line
between media and audience.
Openness
There are rarely any barriers to accessing, creating and making use of
content.
Conversation
Traditional media is about “broadcast”, social media is better seen as a
two-way conversation.
Community
Social media allows communities to form quickly to share common
interests.
Connectedness
Most kinds of social media thrive on their connectedness, making use of
links to other sites, resources and people.
Social media is a group of Internet-based applications that build on the ideological
and technological foundations of Web 2.0, and that allow the creation and exchange
of user-generated content.
What is Social Media Marketing?
4
? Social media marketing (SMM) - is the practice of
facilitating a dialogue and sharing content between
companies, influencers, prospects and customers, using
various online platforms including blogs, professional and
social networks, video and photo sharing, wikis, forums and
related Web 2.0 technologies.
? Social media marketing is marketing using online
communities, social networks, blog marketing and more.
“Users are in control – as content consumers, as publishers and as influencers”
Place of SMM in Traditional Marketing
MARKETING
Traditional
(old)
Digital
(new)
4
Billboard Radio TV Print Website Email RSS Widgets
Social
Media
Content Banners Podcast
Types of Social media & Channels
6
Source: McKinsey Report - Social Economy. 2013. McKinsey Report - Social Economy.
Advantages and Disadvantages of SMM - Benefits
7
Reaching Audiences
? Content Distribution. A fast way to distribute content to a wide audience.
? Communications. Converse directly with customers or potential customers.
? Crisis Control. Monitor and then quickly react to negative customer experiences.
? Brand Building. Create a message; repeat and strengthen over networks.
? Establish Expertise. Share your expertise and knowledge with a large audience.
Discovery
? Customer Research. Segment customers and explore industry focused networks to learn what
customers want.
? Industry Research. Learn new trends, tools and other information to help you expand your business
? Competitor Research. Keep an eye on competitors to see what they are doing.
? Word-of-mouth Monitoring. Keep tabs on your brand and what people are saying.
Medium
? Low cost. Involvement in most social networks is free to join and contribute.
? Speed. Services in the cloud are available anywhere and as soon as you contribute it is
distributed.
? Viral. Social media is easily shared and distributed iteratively.
? Mashable. Mix information and social media to make new things or intermix with your own
marketing.
Advantages and Disadvantages of SMM - Negatives
8
Time Consuming
With all these networks, people and tasks, it truly is difficult to keep up.
It's not the perfect marketing solution; here are some considerations...
Speed
Speed was a benefit, but just as fast as you can get info out and positive reviews can
spread, so can the speed of negative information and opinion.
Viral
Another benefit that can also be a negative. Bad feedback and word-of-mouth can
quickly be passed along.
Change/Loss of network or rise of new
MySpace is losing ground, what network could be next; or what next network will grow
and add to your list of responsibilities.
SWOT Analysis of SMM
9
• Large market reach or penetration
• Build a conversation and converse
with others and build close networking
bonds
• Human factor: Your “brand” becomes
more human
• Direct contact with audience (almost
like face-to-face)
• Engages prospects through customer
evangelism
• Ever-changing environment
• Reputation Warfare
• Time investment and personnel
• Pull marketing
• KPI’s must be measurable
• Lack of privacy
• Increase in customer complains
• Reach out for certain groups that
traditional media didn’t allow you to
• Developing a following/audience that
auto-nurtures itself
• Way for businesses to communicate
with their customers
• Quick delivery, branding opportunities,
and enhanced marketing opportunities
• Develop applications to interact with
target audience, e.g. students
• Competitor is going after the same
space or same audience with similar
campaign
• Has no solid revenue model
• Advertisement on the sites
• Account hacking
• Employees
• Emotion / Irresponsibility
• Customer desensitivity
W
T O
S
10
Past, Present & Future of Social Media
11
Past, Present & Future of Social Media
12
Past, Present & Future of Social Media
Present Social Media
PAST:
1) Social Networking
25 Years Ago:
CompuServ,
Prodigy & The Well
2) The Bridge
Between Online
Services & The
Internet: AOL
3) Social Networking
in Web 1.0:
GeoCities, Tripod &
Yahoo! Groups
PRESENT:
1) Social Networking
in Web 2.0: Plaxo &
LinkedIn
2) Modern Social
Networking:
Friendster,
MySpace &
Facebook
3) Social Networking
goes Real Time:
Twitter
4) Social Networking
is Becoming
Mobile: Foursquare
and Skout
FUTURE:
1) The Social Graph Will
Become Portable
2) We Will Form Around
“True” Social Networks
3) Privacy Issues Will
Continue to Cause
Problems
4) Social Networking Will
Become invasive
5) Third-Party Tools Will
Embed Social Features
in Websites
6) Social Networking (like
the web) Will Split Into
Layers
7) Social Chaos Will
Create New Business
Opportunities
8) Facebook Will Not be
the Only Dominant
Player
Quick Review
Source: http://techcrunch.com/2010/12/05/social-networking-future/
14
Social Media Advertising - How does it works??
? THE ELEMENTS OF SOCIAL MEDIA ADVERTISING/MARKETING:
1. Social Strategy & Planning
2. Matching the Content to Web Demand (Blog development etc.)
3. Engagement of the Costumer, prospect & internet user from target
audience (Social Media Campaign Management)
4. Staying Ahead of the Curves
5. Social Media Analytics & Audits
? THE ADD-ON’S:
1. Graphic Designing
2. PayPerClick Network Development
3. Consulting
4. Customize Campaigns
15
Ford Social Media - Case Study
http://youtu.be/jLu2wz3bizA
Please follow the link
16
? Professional Advice
? Benefits of Data Sharing
? Effective Results will take time
? Avoid the conflicts of thoughts
? Be careful with the content release
? Freedom of Speech
? Powerful tool but need to use in Effective way
? Here to stay
Conclusion
17
1. Andreas M. Kaplan, Michael Haenlein. 2009, Users of the world, unite! The
challenges and opportunities of social media. Business horizons, 53, 59-68
2. Demystifying social media | McKinsey & Company . 2013. Demystifying social
media | McKinsey & Company . [ONLINE] Available at:
http://www.mckinsey.com/insights/marketing_sales/demystifying_social_me
dia.
3. McKinsey Report - Social Economy. 2013. McKinsey Report - Social Economy.
4. S.Neti. Social media and its role in marketing, International Journal of
Enterprise Computing and Business Systems, Vol. 1 Issue 2 July 2011
5. http://www.vsrdjournals.com/MBA/Issue/2012_05_May/Web/3_Nityananda
_Jati_672_Research_Communication_MBA_May_2012.pdf
6. http://techcrunch.com
7. www.youtube.com
List of sources used:
18
Thank you for your attention
doc_426142522.pptx
environment
International Marketing
GSO-MI, Nuremberg
December 2013 prepared by Anand P. Waindeshkar
and Andrey Kolesnichenko
2
Agenda
? Introduction & Definition
? Types of Social media & Channels
? Advantages & Disadvantages of SMM (SWOT)
? Past, Present & Future
? How does it works - Case study
? Conclusion
What is Social Media?
3
Social media is best understood as a group
of new kinds of online media, which share
most or all of the following:
Participation
Social media encourages contributions and feedback; blurs the line
between media and audience.
Openness
There are rarely any barriers to accessing, creating and making use of
content.
Conversation
Traditional media is about “broadcast”, social media is better seen as a
two-way conversation.
Community
Social media allows communities to form quickly to share common
interests.
Connectedness
Most kinds of social media thrive on their connectedness, making use of
links to other sites, resources and people.
Social media is a group of Internet-based applications that build on the ideological
and technological foundations of Web 2.0, and that allow the creation and exchange
of user-generated content.
What is Social Media Marketing?
4
? Social media marketing (SMM) - is the practice of
facilitating a dialogue and sharing content between
companies, influencers, prospects and customers, using
various online platforms including blogs, professional and
social networks, video and photo sharing, wikis, forums and
related Web 2.0 technologies.
? Social media marketing is marketing using online
communities, social networks, blog marketing and more.
“Users are in control – as content consumers, as publishers and as influencers”
Place of SMM in Traditional Marketing
MARKETING
Traditional
(old)
Digital
(new)
4
Billboard Radio TV Print Website Email RSS Widgets
Social
Media
Content Banners Podcast
Types of Social media & Channels
6
Source: McKinsey Report - Social Economy. 2013. McKinsey Report - Social Economy.
Advantages and Disadvantages of SMM - Benefits
7
Reaching Audiences
? Content Distribution. A fast way to distribute content to a wide audience.
? Communications. Converse directly with customers or potential customers.
? Crisis Control. Monitor and then quickly react to negative customer experiences.
? Brand Building. Create a message; repeat and strengthen over networks.
? Establish Expertise. Share your expertise and knowledge with a large audience.
Discovery
? Customer Research. Segment customers and explore industry focused networks to learn what
customers want.
? Industry Research. Learn new trends, tools and other information to help you expand your business
? Competitor Research. Keep an eye on competitors to see what they are doing.
? Word-of-mouth Monitoring. Keep tabs on your brand and what people are saying.
Medium
? Low cost. Involvement in most social networks is free to join and contribute.
? Speed. Services in the cloud are available anywhere and as soon as you contribute it is
distributed.
? Viral. Social media is easily shared and distributed iteratively.
? Mashable. Mix information and social media to make new things or intermix with your own
marketing.
Advantages and Disadvantages of SMM - Negatives
8
Time Consuming
With all these networks, people and tasks, it truly is difficult to keep up.
It's not the perfect marketing solution; here are some considerations...
Speed
Speed was a benefit, but just as fast as you can get info out and positive reviews can
spread, so can the speed of negative information and opinion.
Viral
Another benefit that can also be a negative. Bad feedback and word-of-mouth can
quickly be passed along.
Change/Loss of network or rise of new
MySpace is losing ground, what network could be next; or what next network will grow
and add to your list of responsibilities.
SWOT Analysis of SMM
9
• Large market reach or penetration
• Build a conversation and converse
with others and build close networking
bonds
• Human factor: Your “brand” becomes
more human
• Direct contact with audience (almost
like face-to-face)
• Engages prospects through customer
evangelism
• Ever-changing environment
• Reputation Warfare
• Time investment and personnel
• Pull marketing
• KPI’s must be measurable
• Lack of privacy
• Increase in customer complains
• Reach out for certain groups that
traditional media didn’t allow you to
• Developing a following/audience that
auto-nurtures itself
• Way for businesses to communicate
with their customers
• Quick delivery, branding opportunities,
and enhanced marketing opportunities
• Develop applications to interact with
target audience, e.g. students
• Competitor is going after the same
space or same audience with similar
campaign
• Has no solid revenue model
• Advertisement on the sites
• Account hacking
• Employees
• Emotion / Irresponsibility
• Customer desensitivity
W
T O
S
10
Past, Present & Future of Social Media
11
Past, Present & Future of Social Media
12
Past, Present & Future of Social Media
Present Social Media
PAST:
1) Social Networking
25 Years Ago:
CompuServ,
Prodigy & The Well
2) The Bridge
Between Online
Services & The
Internet: AOL
3) Social Networking
in Web 1.0:
GeoCities, Tripod &
Yahoo! Groups
PRESENT:
1) Social Networking
in Web 2.0: Plaxo &
2) Modern Social
Networking:
Friendster,
MySpace &
3) Social Networking
goes Real Time:
4) Social Networking
is Becoming
Mobile: Foursquare
and Skout
FUTURE:
1) The Social Graph Will
Become Portable
2) We Will Form Around
“True” Social Networks
3) Privacy Issues Will
Continue to Cause
Problems
4) Social Networking Will
Become invasive
5) Third-Party Tools Will
Embed Social Features
in Websites
6) Social Networking (like
the web) Will Split Into
Layers
7) Social Chaos Will
Create New Business
Opportunities
8) Facebook Will Not be
the Only Dominant
Player
Quick Review
Source: http://techcrunch.com/2010/12/05/social-networking-future/
14
Social Media Advertising - How does it works??
? THE ELEMENTS OF SOCIAL MEDIA ADVERTISING/MARKETING:
1. Social Strategy & Planning
2. Matching the Content to Web Demand (Blog development etc.)
3. Engagement of the Costumer, prospect & internet user from target
audience (Social Media Campaign Management)
4. Staying Ahead of the Curves
5. Social Media Analytics & Audits
? THE ADD-ON’S:
1. Graphic Designing
2. PayPerClick Network Development
3. Consulting
4. Customize Campaigns
15
Ford Social Media - Case Study
http://youtu.be/jLu2wz3bizA
Please follow the link
16
? Professional Advice
? Benefits of Data Sharing
? Effective Results will take time
? Avoid the conflicts of thoughts
? Be careful with the content release
? Freedom of Speech
? Powerful tool but need to use in Effective way
? Here to stay
Conclusion
17
1. Andreas M. Kaplan, Michael Haenlein. 2009, Users of the world, unite! The
challenges and opportunities of social media. Business horizons, 53, 59-68
2. Demystifying social media | McKinsey & Company . 2013. Demystifying social
media | McKinsey & Company . [ONLINE] Available at:
http://www.mckinsey.com/insights/marketing_sales/demystifying_social_me
dia.
3. McKinsey Report - Social Economy. 2013. McKinsey Report - Social Economy.
4. S.Neti. Social media and its role in marketing, International Journal of
Enterprise Computing and Business Systems, Vol. 1 Issue 2 July 2011
5. http://www.vsrdjournals.com/MBA/Issue/2012_05_May/Web/3_Nityananda
_Jati_672_Research_Communication_MBA_May_2012.pdf
6. http://techcrunch.com
7. www.youtube.com
List of sources used:
18
Thank you for your attention
doc_426142522.pptx