Project Group Branding & Consumption Power 2.0 and business value of social media

04/10/2023 Stephan Philipson www.spmu.se 1

04/10/2023

STEPHAN PHILIPSON

Stephan Philipson www.spmu.se 2

Social media and business benefits



Visiting cost to make160 call /month40/week ?


TODAY'S LECTURE

•The Internet influence 2.0

•A true story

•DigitalImmigrants

•What is social media

•Social media and business benefits

•Marketing Process and social media

HOW DOES GIFF USE SOCIAL MEDIA

TO BUILD THE BRAND


What expectations do you have in today's lecture Write down 3 sentences where you describe what you hope for !?

WHAT EXPECTATIONS DO YOU HAVE IN TODAY'S LECTURE

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The Internet influence and web2.0


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WEB2.0 FOR MODERN COMMUNICATION

OR

THE CONVERSATION SOCIETYARE TAKING CONTROL

8Stephan Philipson www.spmu.se



Over the last 10 years the Internet has changed our lives forever.—both from a social and a business perspective. Currently we are in a technology phase that the experts call Web 2.0 — a set of new and innovative tools that take us beyond simplebrowsing, searching and publishing of static web sites.

These new Web 2.0 tools enable us to activelyparticipate, publish and interact with others on the web quickly, easily and at little or no cost

THE INTERNET AFFECT — WEB 2.0

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A true story


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More than36 000 000 spectators


How was this achievable ?

http://www.youtube.com/watch?v=RxPZh4AnWyk

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DigitalImmigrants



http://www.marcprensky.com/writing/Prensky%20-%20Digital%20Natives,%20Digital%20Immigrants%20-%20Part1.pdf


Fact´S wiki

Marc Prensky is acknowledged to have coined the term digital native in his work Digital Natives, Digital Immigrants published in 2001. educational establishments.

The term draws an analogy to a country's natives, for whom the local religion, language, and folkways are natural and indigenous, over against immigrants to a country who often are expected to adapt and assimilate to their newly adopted home.

Prensky refers to accents employed by digital immigrants, such as printing documents rather than commenting on screen or printing out emails to save in hard copy form.

Digital immigrants are said to have a "thick accent" when operating in the digital world in distinctly pre-digital ways, for instance, calling someone on the telephone to ask if they have received a sent e-mail

http://en.wikipedia.org/wiki/Marc_Prensky

http://en.wikipedia.org/wiki/Marc_Prensky

http://en.wikipedia.org/wiki/Analogy

http://en.wikipedia.org/wiki/Natives

http://en.wikipedia.org/wiki/Immigrants


1895

1925 -1928

19542009

1835 18602000

Development of information systemDuring the last 170 years

Time to understand and adjust to the new possibilities is limited .


1954

2010

With increasing competition regarding development of new products and improvements of already existing products. Information has to be communicated quickly to users.

Time to market are important anda critical factor in support of market success”

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What is social media ?


social media are…

Social media are activities that combines technology,- social interaction and community-generated content.

Example of social media channels are; social networks, blogs, wikis, twitter,

podcasting, widgets and more .

Saltåkvarn AB - about social media

"Consumers themselves are in a quite different way than before, they are co-creator of the mark, it is happening in the blogosphere, on Facebook, in the media, at home in the kitchens, and everywhere where the trade mark are. To think that a brand might interact with people in the middle of Sunday movie, and during a 30 seconds advertising , telling people what the brand stands for is not only ineffective – I think it is arrogant and stupid. "- Johan Ununger VD, Saltåkvarn


Market Development

Internet has opened up new marketing channels

Viral marketing Informal information transfer channels mouth to

mouth

Stealth marketing product placement

Gurella marketing Exposes greater opportunities for message transfer

22

The common with social media are that you can:

Create Participate cooperate sharing listen

involve prejudice

to meet new friends

make new business

http://www.linkedin.com/home?trk=hb_logo


PROFESSIONAL NETWORK


SOCIAL NETWORK


Marketing is communication

“Marketing is also important in terms of the way that the offer is positioned and communicated”.

26

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Social media and

business benefits



GROWING COMPETITION AND CUSTOMERS NEED OF INFORMATION ARE IMPORTANT QUESTIONS

COMPANIES WORK WITH EVERY DAY.

GETTING “YOUR MESSAGE ACROSS” MEANS THAT A LOT OF TRAVELLING HAS TO BE DONE .

[email protected] 28

•This means that the cost for each market activity grows rapidly.


Jamyn Edis, Vice President of Emerging Technologies, HBO

“The media and entertainment industry knows about change. Over the past 100 years, the industry has had to transform and reinvent itself as the result of the introduction of disruptive Technologies —from radio to film, silent to sound, film to television and now, offline to online.”

2009 - 01 - 20 29

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SOCIAL MEDIA

LINKEDIN 2002FACEBOOK 2004NING 2005YOU TUBE 2005TWITTER 2 2006



NEWS IN SOCIAL MEDIA!

04/10/2023 32Stephan Philipson www.spmu.se


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Marketing Process


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Partner Sites

Nurses/Medical Staff Order confirming email

Opportunity:Inform about new products

Newsletter

Marketing Process www.abbott.se

www.abbott.se

CRMOpportunity:Collect addressesBuild database

Social Media/Blogs

News


http://images.google.se/imgres?imgurl=http://linuxmint.se/wp-content/uploads/2007/10/elite.jpg&imgrefurl=http://linuxmint.se/?p=32&h=490&w=350&sz=47&hl=sv&start=30&usg=__HNRW-t7NHnjmdECH1FiwF8wb-p0=&tbnid=Z6BrYAERAL0MbM:&tbnh=130&tbnw=93&prev=/images?q=dator&start=21&gbv=2&ndsp=21&hl=sv&sa=N


PATIENT INSTRUCTIONS

http://www.medicininstruktioner.se/

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COMPANIES MUST ACT AS A CUSTOMER!

-The development of communications technology has changed the market landscape radically. --One-way message in megaphone campaigns have been replaced with soft inviting dialogues. - -Today's buyers of products and services demand transparency and want to be able to influence to a greater extent than before. -- It is as “call for “new thinking and new marketing strategies.


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Segmentation can be performed in a soft way which leads to a close contact between the vendor and its consumers.

Marketing conversation, are a winning concept in relation to marketing communications.

COMPANIES MUST ACT AS A CUSTOMER!




HOW DOES GIFF USE SOCIAL MEDIA

TO BUILD THE BRAND?




VIDEOGRAPH

Which language are spoken?



Does GIFF use social media and its ability to strengthen and share its brand?

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66% will be investing in social media marketing in the next 12 months Of those 40% said they would be shifting more than a fifth of their DM budget to social media activities. 67% feel social media is either ‘increasingly important’ or ‘critical to success’. 36% are investing in social media monitoring and analysis tools 42% said they don’t incorporate clickstream and web analytics data into their customer and email database 51% are placing a fair or significant amount of effort on moving from a campaign-centric DM model towards multichannel customer engagement 7% are making no effort at all

MARKETERS SHIFTING DM BUDGETS

TO SOCIAL MEDIA

Database marketing firm Alterian has a survey out of 1068 marketing professionals worldwide, some key stats: David Eldridge, Alterian CEO says if there is one and one thing only to remember it is "investment in social media marketing is ineffective without adequate measurement. The key to an effective social media strategy is listening


Education

Project Group Branding & Consumption Power 2.0 and business value of social media