My presentation during the Seminar Hey Tweet, Face the Hyve organized on 26 January 2011 by the Faculty of Management and Governance / ISCM of the university of Twente

1. Social Media and Marketing Hey ! Face the January 26, 2011 Dr. Efthymios Constantinides Assistant Professor Marketing / e-Media School of Management and Governance NIKOS / UNIVERSITY OF TWENTE [email_address]

3. Why Social Media is important for Marketing ?

4. Marketing Is Changing Declining Effects of Traditional Marketing Model Increasing Customer Power Decreasing Customer Trust

5. 1. The traditional Marketing model is loosing ground

8. 2. The buying / decision making process is changing

9. Traditional Marketing Marketing in Web 1.0 environment Marketing in Web 2.0 environment

10. Customers become Brand Ambassadors (or brand detractors)

12. Source: Constantinides and Fountain, 2008 Web 2.0 Dimensions SOCIAL MEDIA Social Effects Enabling Technologies Blogs Social Networking Sites Online Communities Forums/Bulletin Boards Content aggregators Empowerment Participation Openness Networking Conversation Community Democratization / User control Open Source RSS Wikis Widgets Mashups AJAX

14. The (E-)Marketing Strategy Product/ service Marketing/E-Marketing Organization Web 1.0:Web site Web 2.0 Social Media Level 1 Level 3 Level 2 Level 4

15. Social Media as MarketingTools: Generic approaches ACTIVE © E. Constantinides PASSIVE Marketing Objective Listening In PR /Direct Marketing Reach the Influencers Personalize Experience Tapping Creativity Application Type HOW SOCIAL IS YOUR BRAND? Web logs XXX XXX XXX XXX XXX Communities / Microblogs XXX XX XX XXX XXX XXX Social Networks XXX XX XX XX XX Forums / B. Boards XXX XXX X XXX Content Aggregators / V.O.C. Monitoring XXX XXX XXX XXX XXX XXX

16. Thank you [email_address]