What is the social media marketing

To which extent, will an appropriate marketing using “social media platforms” could help companies enhance their communication strategy and target new customers on the internet ? Professional thesis. Them: Is the social marketing applicable in entreprises ? Tutor: Alain Faivre-Dupaigre. Adrien CHARLET Year 2009-2010 N°1

Often heard in enterprise… ‘‘ We should be present on the most popular social collaborative media platforms such as Facebook, Twitter… to engage the discussion in order to make new business opportunities’’ . … but many questions remains - What does the social media marketing can bring to my company ? - Does my brand worth to be on Facebook and Twitter ? - How can I sell my services through it ? PLEASE HELP ! N°2

Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adrien CHARLET 02/12/10. N°3

1. Why adopting a B-to-b-to-C strategy through Web 2.0 tools ? ,[object Object],[object Object],PUSH Marketing STRATEGY (before the 90’s) Adrien CHARLET / THESIS. 02/12/10. Source: Hubspot. N°4

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1. Why adopting a B-to-b-to-C strategy through Web 2.0 tools ? PULL Marketing STRATEGY (since the 90’s) Adrien CHARLET / THESIS. 02/12/10. Source: Hubspot. N°5

1. Why adopting a B-to-b-to-C strategy through Web 2.0 tools ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Traditional Marketing (PUSH) before the 1990’s. New Marketing (PULL) Since the 1990’s. AFTER ,[object Object],[object Object],[object Object],[object Object],[object Object],The emergence of a digital world… The internet is the media were all media are converging « web centric ». BEFORE Adrien CHARLET / THESIS. 02/12/10. … the emergence of the “conso’actor’’. N°4

1. Why adopting a B-to-b-to-C strategy through Web 2.0 tools ? Adrien CHARLET / THESIS. 02/12/10. Source: Discovery communication group./ *Facebakers November 2010. N°5 ‘‘ Social media marketing is about people connecting, interacting, and sharing online ’’ - Brian Halligan, book: Inbound Marketing. Facebook worldwide * - 500 million active users in the world. - 250 daily connection. Facebook in France * - 20 million subscribers. - 8 million of daily connection. Average time spend: - 6h/month vs. 1h20 on Google vs. 1h30 on EBay.

1. Why adopting a B-to-b-to-C strategy through Web 2.0 tools ? Target N°1 Target N°2 Target N°3 Target N°1 Target N°2 Target N°3 Adrien CHARLET / THESIS. 02/10/10. Source: Marketor. N°6 Enterprise : Products/ Services Unilateral communication (TV, Radio, Outdoor billboards' …) Enterprise : Products/ Services Conversion with a presence and a engagement on the social media platforms. Conversion made by the influencers and users on the social media platforms. = BUZZ MARETING. Direct communication. The brand speaks alone. NO BUZZ MARKETING

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2. What is the use of the social media marketing ? Adrien CHARLET / THESIS. 02/10/10. N°7

2. What is the use of the social media marketing ? Adrien CHARLET / THESIS. 02/12/10. N°8 TO INFORM ,[object Object],[object Object],[object Object],[object Object],[object Object],Developing a DIRECT FUNNEL of COMMUNICATION with your consumer.

2. What is the use of the social media marketing ? Adrien CHARLET / THESIS. 02/12/10. N°9 Let people know about your products and services. + AFTER SELL SERVICE . ,[object Object],[object Object],[object Object],[object Object],[object Object],TO PROMOTE

2. What is the use of the social media marketing ? Adrien CHARLET / THESIS. 02/12/10. N°10 REVITALIZE ,[object Object],[object Object],[object Object],BOOST the PROMOTION of your PRODUCT / SERVICES . Promoting an EVENT .

2. What is the use of the social media marketing ? Adrien CHARLET / THESIS. 02/12/10. N°11 TO INFLUENCE Identify , the INFLUENT BLOGGERS in your sector in order they become the ambassador of your products. ,[object Object],[object Object],[object Object],[object Object],[object Object]

3. How to implement a social media marketing strategy ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adrien CHARLET / THESIS. 02/10/10. N°14

[object Object],3. How to implement a social media marketing strategy. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Objectives : Analysis of the performances. = NEW BUSINESSES OPPORTUNITIES Adrien CHARLET / THESIS. 02/10/10. N°15 CONTENT Blogs, videos, white papers, Ebooks SOCIAL MEDIA Twitter, Linkedin, Facebook, Forums, blogs SEO On-page, off-page, link-building, keywords analysis

3. Case study: “La Love Car By CETELEM”. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adrien CHARLET / THESIS. 02/12/10. N°12 * Figures taken the 27/10/2010.

4. Presentation of the most popular tool to engage your social visibility. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adrien CHARLET / THESIS. 02/12/10. N°13

4. Presentation of the most popular tool to engage your social visibility. ,[object Object],Adrien CHARLET / THESIS. 02/12/10. ,[object Object],[object Object],[object Object],Best practices on the social networking sites: N°14

5. Principal tools to measure and manage your results. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adrien CHARLET / THESIS. 02/12/10. N°15

5. Principal tools to measure and manage your results. ,[object Object],[object Object],[object Object],[object Object],[object Object],Adrien CHARLET / THESIS. 02/12/10. N°16

5. Principal tools to measure and manage your results. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adrien CHARLET / THESIS. 02/12/10. N°17

5. Principal tools to measure and manage your results. Adrien CHARLET / THESIS. 02/12/10. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],N°18

5. Principal tools to measure and manage your results. Adrien CHARLET / THESIS. 02/12/10. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],N°19

6. Global recommendation for small and big enterprises whiling to engage their brands into the Web 2.0. Adrien CHARLET / THESIS. 02/12/10. N°20 ,[object Object],[object Object],[object Object],[object Object],[object Object]

6. Global recommendation for small and big enterprise whiling to engage their brands into the Web 2.0. Adrien CHARLET / THESIS. 02/10/10. Source: Discovery communication group. N°24 Viadeo

7. Limits. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adrien CHARLET / THESIS. 02/12/10. N°21

CONTACT: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is the social media marketing

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