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Presented at the Social Marketing course, Lugano, October 13, 2008. Social Media could be used for promoting social marketing campaigns. In the Web 2.0 it is important to understand WHAT tools use and HOW use them for reaching important goals. What about behavior change? There are lots of opportunities for research out there.
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Social Media& Social MarketingThe Power of Conversations
A quick poll, before getting started!
• Blog personal/corporate• Tagging
• Bookmarking
• Photo Sharing
• Skype or IM
• Wiki
• RSS
• Web video / vlog• Social Networking
• Mash-ups
• Second Life
Social Media, Web 2.0, Blogs, Blogosphere, Social Networks, Wikis...What is this all about?
http://flickr.com/photos/oceanflynn/315385916/
http://flickr.com/photos/psd/1805709102/
Still Feeling A Bit Confused?http://flickr.com/photos/9119028@N05/591163479/
A definition of Social Media& the Web 2.0...
The Web 2.0 could be defined as a collection of open-source, interactive and user-controlled online applications expanding the experiences, knowledge and market power of the users as participants in business and social processes.
Constantinides & Fountain, 2008
Social media are the social aspects of the web 2.0 applications: participation, openness, conversation, community and connectedness.
SpannerWorks, 2007
Web 1.0 vs. Web 2.0
http://flickr.com/photos/lafabriquedeblogs/1193780745/
http://flickr.com/photos/popoever/234877734/
http://www.cluetrain.com/book/95-theses.html
Basically it’s all about conversations...
The Social Media Landscape
http://flickr.com/photos/briansolis/2735401175/
http://flickr.com/photos/fredcavazza/2564571564/
Could Social MediaBe Used forSocial Marketing Campaigns?
Let’s have a look atsome examples...
Substance Abuse(Anti-Drug, Smoking)
Social Marketers should take into account butnot be afraid of side- or boomerang effectsof the Internet.
Hand Washing
HIV-AIDS
Physical Activity
Recycling
Could Social Mediabe Effectively used forSocial Marketing campaigns?
YouTube, MySpace, Facebook, Xanga, Flickr, Digg , StumbleUpon are all media that could be used for extending the campaing and spreading messages.
It is possibile to increase the audience reach through the web...
When I go online I “talk” to my friends about different things, and also about my ideas, perspectives, opinions, etc... So it makes sense to think of the Internet as a place where real conversations take place.
what do
YOU think?
