Social Media as Marketing Tools: Valuable for SMEs?
1. Dr. Efthymios Constantinides Assistant Professor Marketing / e-Media School of Management and Governance NIKOS / UNIVERSITY OF TWENTE [email_address] Social Media as Marketing Tools: Valuable for SME’s? March 17, 2011 School of Management & Governance
25. 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
28. Turning the Social Media Threat in a Strategic Opportunity: 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
36. Will it Blend? Facts Before October 2006, Blendtec had spent more than a decade selling blenders to the commercial market (restaurants and so on) but had little name recognition with mainstream consumers. “ Will It Blend” became a viral phenomenon generating 100 mil views, presence in mass media, about 700.000 fans and national distribution, sales up by 600% since the launch of the videos