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Social Media
The document discusses the significant evolution of marketing and advertising in the context of social media and the digital landscape, highlighting the proliferation of media choices and consumer control over content. It emphasizes the shift from traditional interruptive marketing to participatory engagement, where consumers are increasingly resistant to conventional advertising methods. Additionally, it outlines research questions aimed at understanding and optimizing the effectiveness of marketing budgets in both traditional and digital media environments.
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Discussion on the evolution versus revolution in social media and marketing, highlighting changing media landscapes.
Focus on product proliferation (more choices), media proliferation (growth in media channels), and access proliferation (various access mediums).
Explores the digitization of media and the shift from interruptive to interactive marketing, emphasizing consumer disengagement.
Highlights how consumers are actively creating and selecting content, impacting marketing strategies significantly.
Presents consumer sentiments towards advertising, preferring human connections over traditional marketing.
Discusses the control consumers have in online environments, highlighting user-generated actions and touchpoints.
Chronicles the evolution of social media from early platforms to the surge of Web 2.0 and User-Generated Content.
Examines the importance of digital self-expression, trust in peer content, and interactive experiences in marketing.
Describes the shift from traditional broadcasting, through interactive media, to social media, emphasizing user collaboration.
Focuses on the new paradigms of consumer engagement, trust building, and the evolving relationship between advertisers and consumers.
Summarizes major themes in media landscape, consumer behavior, social media evolution, and engagement strategies.
Outlines methodologies for social media content analysis and future research inquiries regarding advertising effectiveness.
Wraps up with a reaffirmation that the discussion is focused on understanding social media's impact on marketing.
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Social Media
- 1. Social Media andMarketing: EVOLUTION or REVOLUTION ?
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- 3. Source: Internet AdvertisingBureau, 2004 Source: Darwin Day Conference, by Google Marketing has changed moreâŚ..
- 4. Product proliferation andavailability means more choice for the buyerâŚâŚ.. Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google 1. Product Proliferation
- 5. Today, media isfragmented 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: âLeft Brain Marketing,â Forrester Research (April 2004); âThe Vanishing Mass Market,â BusinessWeek (July 2004) Source: Darwin Day Conference, Google 2. Media Proliferation
- 6. Video games EmailXBox LIVE Websites IM Search Radio DVD Ring Tones TV Blogs Magazines Satellite Radio TiVo (Starhub PVR) Video On-Demand Newspapers Podcasting Cell Phone 3. Access Proliferation Source: Darwin Day Conference, Google
- 7. Digitization of MediaSource: Darwin Day Conference, Google Old Media Mass Media Niche Media Reach New Media Mass Media Niche Media Reach
- 8. A radical changehas occurred in the World of advertising and marketing â â Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
- 9. Consumers are notlistening anymore Interruptive marketing has seen itâs day Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
- 10. The Audience iscreating Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
- 11. The Audience isselecting Time Shift technology Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
- 12. The Audience is changing Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
- 13. As a resultâ We are immune to advertising. Just forget it. â â You want us to pay? We want you to pay attention. â â The Internet became a place where people could talk to other people without constraint. Without filters or censorship or official sanction â and perhaps most significantly, without advertising â â 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. â Cluetrain Manifesto Source: http://www.cluetrain.com
- 14. Media Scales Source:http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt
- 15. Consumers control theonline 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 â â
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- 17. The birth of Generation C Control Content Communicate Creativity Channel Creative Class Community Connected Co-Creators Cash Consumer 2.0 Conversation
- 18. Consumer Today Source:http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt
- 19. Buys tickets onlineChecks scores Looks for information about Nascar games Reads up on new cd releases Reads his friendâs postings Gets the latest updates on favorite teams Downloads Songs Music Sites Sports Sites Blog Sites Movie Sites Gaming Sites Google.com Searches for âwhatâs coolâ Consumer Touch Points Source: Darwin Day Conference, Google
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- 21. 1979 Usenet 1998-2004 Blogs Podcast Wikis 1995 1st Social Networking Site Clasmates.com 1984 Listservs 1988 IRC 1971 Email Social Mediaâs Timeline 1991 Personal Web Sites Discussion Groups Chat 2005 and beyond>> Web 2.0 apps and User-generated content take over Source: http://www.prworks.ca/wp-content/socialmedia.ppt
- 22. Growth of socialmedia
- 23. Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other (Wikipedia 2007) What is social media?
- 24. They share oneor more characteristics Participation Openness Conversation Community Connectedness
- 25. Getting from me to them
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- 27. I post onblogs and BBS because I can express myself to millions of people at once. I like the rush, and I feel empowered. â â Source: http://china.seekingalpha.com/article/30979
- 28. I believe thebloggers and their ideas. They are my friends and will tell me the truth, unlike advertisements. â â Source: http://china.seekingalpha.com/article/30979
- 29. Digital experiences DesignCentred Content Focus INTERACTIVITY Marketers>Experience>Conversation>Relationship>Affinity
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- 31. The â satisfactioneffect â Source: http://www.churchofthecustomer.com
- 32. The Evolution BROADCASTâ We tell youâ Passive readers/audience Newspaper Magazines TV Big media buys for display advertising Examples: The New York Times, CNN Publisher/broadcaster Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf $ $ $
- 33. The Evolution INTERACTIVEâ Tell us what you think of what we tell youâ Passive readers/audience Newspaper Magazines Web Video $ Big media buys for display advertising in heavily trafficked site Forums Comments Ratings Smaller, targeted media buys for contextual advertising in less trafficked parts of the site Examples: nytimes.com, cnn.com Publisher/broadcaster $ $ $ $ $ $ Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf
- 34. The Evolution SocialMedia â Tell each otherâ Passive readers/audience $ $ $ Smaller, targeted media buys for contextual advertising Examples: Wikipedia, Slashdot, Ohmynews Revenue Share Pay for less $ Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf Co-creators Collaborative Publications $ $ $
- 35. Engagement is allabout making it relevant to the consumer. â â James Speros, Chief marketing officer, Ernst & Young
- 36. People read particularmagazines because of the life stages and events which currently involve them: from teenager to golfer, from having a baby to coping with retirement. â â Source: Henley Centre, Delivering Engagement 2004
- 37. The editorial/reader relationshipis 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 readerâs mind and heart is created, through which we advertisers can establish communication. â â Advertiser with Readersâ Digest
- 38. Attention Engagement Thenew paradigm
- 39. Different levels ofengagement Identification Most basic level of engagement Having sense of shared values and common experience, Belonging People who are passionate enough to devote lot of time and/ or money Commitment Source: The Henley Centre/ Redwood 2003
- 40. I Believe TRUST FAITH ME
- 41. 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
- 42. Methodology Social MediaContent Analysis Discourse Analysis Interviews Case Study
- 43. Why am Iinterested? Hype Understanding, turning it to a power tool Future of Advertising
- 44. Research Questions (1)Â How can the effectiveness of the advertising budget in traditional media be held accountable? Â (2)Â What tools can be developed to assess the expenditure of monies in the new digital media? Â (3)Â How can the effectiveness of internet creative messages be evaluated empirically? Â (4)Â What elements are necessary for online media planning to be successful? Â Â (5)Â How can interactive and traditional advertising agencies get together to do better work in the future? Â (6)Â How can the outcomes of traditional consumer behavior research be applied in the new digital world? Â (7)Â What non-traditional methodologies might be useful in addressing the concerns of the new digital world?
- 45. Thank You Thisis a standalone presentation! This is social media!
Editor's Notes
- #2Â Good Morning everyone, This is my topic for the day : Social Media & Marketing ~ Evolution or Revolution. [click]