This report shows the results of a study on how social media can be incorporated as a marketing tool. For this purpose a roadmap is developed which can guide practitioners who want to start making use of social media as a tool to communicate their business. In order to develop this roadmap a literature study is done, but also in-dept interviews are conducted with users and experts from the field. As these participants are in different phases of incorporation, practical insights are included.

1. 0
MAKING USE OF ‘FREE’
MARKETING TOOLS:
INTEGRATION OF SOCIAL MEDIA
J.P.J.C. van Dorst | S. Syamsuddin
ROTTERDAM SCHOOL OF MANAGEMENT, ERASMUS UNIVERSITY
Department of Strategic Management and Entrepreneurship

2. 1
Field Research
Course BKMME160-10
MAKING USE OF ‘FREE’ MARKETING TOOLS:
INTEGRATION OF SOCIAL MEDIA
J.P.J.C. VAN DORST
ROTTERDAM SCHOOL OF MANAGEMENT, ERASMUS UNIVERSITY
Department of Strategic Management and Entrepreneurship
Burgemeester Oudlaan 50
3062 PA Rotterdam
Tel: (0031) 6-30545543
E-mail: jeffreyvandorst@student.eur.nl
S. SYAMSUDDIN
ROTTERDAM SCHOOL OF MANAGEMENT, ERASMUS UNIVERSITY
Department of Strategic Management and Entrepreneurship
Burgemeester Oudlaan 50
3062 PA Rotterdam
Tel: (0031) 6-21683930
E-mail: syamsuriasyamsuddin@student.eur.nl
Submitted on the 26th
of May, 2011

3. 1
This report shows the results of a study on how social media can be incorporated as a
marketing tool. For this purpose a roadmap is developed which can guide practitioners
who want to start making use of social media as a tool to communicate their business. In
order to develop this roadmap a literature study is done, but also in-dept interviews are
conducted with users and experts from the field. As these participants are in different
phases of incorporation, practical insights are included.
oday social media is a widely used
medium and with almost 12 million
Internet users of the Dutch population of
15 years and older (comScore, Inc., 2011)
this can be seen as a fact. Moreover they
state that 96.1 percent of the Dutch Internet
population makes use of social networking,
which can be seen as an indicator of the
reach of social networks in the
Netherlands. This large reach makes them
attractive for business purposes as they
form a new and powerfull place for
marketing activities (Wigmo & Wikström,
2010). Since social networks are used to
share, link, collaborate and include content
made by the user, users are able to engage
in the generation of online content
(Thackeray, Neiger, Hanson, & McKenzie,
2008) and can choose between several
kinds of platforms that are available. Those
platforms consist of social networks,
weblogs (blogs), microblogging, video-
sharing, photosharing, social bookmarking,
social news ranking, wikis and custom
communities (Social Media Modellen,
2011). By this, it is the perfect place for
viral marketing since it makes use of the
ability of peope to spread a message within
their network if they can personaly benefit
of it (Kraus, Harms, & Fink, 2010). That
viral marketing is a method which is usable
as a ‘free’ marketing tool becomes clear by
the statement of Lahm (2007) that
bootstrappers are willing to make use of
viral marketing to spread a message for
free. The reason that free is put between
inverted commas in the title is that
spreading your message via social media is
not totally without costs. This is made
clear by Thackeray et al. (2008) by
viewing the costs of a social media
campaign from a business and individual
perspective. From the business perspective
costs can be found in the scope of the
activities (timeframe, reach, used
applications) and the needed internal
T
The Authors
Jeffrey P.J.C. van Dorst is a master student Entrepreneurship and New
Business Venturing at Rotterdam School of Management, Erasmus
University in Rotterdam, The Netherlands.
Syamsuria Syamsuddin is a master student Entrepreneurship and
New Business Venturing at Rotterdam School of Management, Erasmus
University in Rotterdam, The Netherlands.

4. 2
resources like hardware and software,
knowlegde and the development of it and
the full time equivalents required for the
social media campaign. On the other hand,
from the individual perspective, costs can
be minimal since only time and effort are
needed to participate in the social media
campaign by
generating content and
sharing knowledge.
Considering this, costs
of using social media
as a marketing tool can
be seen as minimal
because the
infrastructure needed to
make use of social
media is in most cases
available and platforms
and application are free
too. Only costs that are
needed is the time to
spend and perhaps for
gaining knowledge or
making use of a
training. As a lot of
information is
nowadays widely
available when
searching the Internet
or inside social
networks, a thing
which is also
mentioned by Wigmo
and Wikström (2010)
as they state: “the best
information is often
right there for free”, costs can be reduced
drastically. As this makes the use of social
media available for a wide and large group
of entrepreneurs, including the
bootstrappers, the purpose of this article is
to provide a road map on how to
incorporate social media marketing into the
marketing activities of a business. For this
purpose the target group for this report is
the practitioner from the field who wants to
know how to incorporate social media
marketing with minimal costs to improve
their business.
Social media
roadmap
To incorporate
social media marketing
in your business
activities it is important
to complete several
steps in certain order
(Wigmo & Wikström,
2010; Zak, 2009;
ClickZ OMS, 2009).
This is important
because social media
marketing needs a
different approach than
the classical marketing
platforms, like
magazines and
television campaigns.
The nature of social
media is fundamental
to this as users form the
centre of the
communication
process. They can seek,
create and share
information via several
channels and devices
whenever they want
and without limitations from their current
location (Thackeray & Neiger, 2009). This
means that practitioners have to find out on
which social media platforms their target
groups are active. Since the nature of
social media is sharing knowledge and
information, viral marketing is an
Our research
In order to develop the road map
qualitative research is conducted to
examine how social media is used
as a marketing tool by users.
Exciting part of the topic is that it
is still very fresh, which can be
seen by the limited scientific
research on it and the different
perspectives and visions from the
field. By conducting four in dept-
interviews with five different users,
we were able to discover their ways
of using and their visions on it. By
creating diversity in our sample as
we interviewed both beginners and
advanced users, but also experts,
we were able to conlude how Dutch
entrepreneurs can make use of
social media as a marketing tool.
Combined with the insights from
the desk research and the literature
review this resulted in a roadmap
to guide practioners during their
social media marketing activities.

5. 3
important method to use. Due to this,
practitioners have to discover how they can
motivate their target groups to share
information within their network
(Thackeray & Neiger, 2009) as the success
of viral marketing depends on the personal
benefits the receivers of the message
experience by forwarding the message and
by not being pushed to forward the
message (Dobele, Toleman, & Beverland,
2005).
Because this indicates the
importance of the different approach for
social media usage, this report is equiped
with a roadmap which is displayed in
figure 1. The purpose of this roadmap is to
make clear which steps practitioners have
to fulfil in a certain order to establish a
proper way of using social media
marketing.
Preparing for social media
Before becoming active on social
media platforms, preparation is a must in
order to prevent your business from
backfires (Kim, Jeong, & Lee, 2010). To
prepare your business for the use of social
media as a marketing tool the first three
steps from the roadmap have to be
fulfilled.
Step 1: Listen
The first step to be taken is ‘Listen’
(e.g. Eck, 2011; Wigmo & Wikström,
2010; Zak, 2009; ClickZ OMS, 2009).
Besides this is the first step, it is even the
most important and a neverending step as it
will provide you with information and
knowledge for free. First of all it will make
clear which platforms are used by your
customers. Second, knowledge can be
Figure 1 Roadmap to incorporate social media

6. 4
gained about what customers think about
you and what they want to have, but also
about their problems and frustrations. By
monitoring this you are able to fulfill a
need for information (Reece, 2010).
Step 2: Create a plan
The second step to be taken is the
creation of a social media marketing plan.
After more information is gained about the
target group of your social media activities
during the first step, the second step will
continue on this obtained knowledge.
During the second step it is important to
make clear the objectives of the social
media marketing activities. When the
objectives are clear a strategy can be
developed. More precise, the strategy must
consist of the following aspects: content,
interaction and discovery & sharing
(ClickZ OMS, 2009). First it must be clear
what kind of content your target group
expect from you: new or user generated.
Second, your strategy must make clear
how to maintain an expected level
interaction. This is what customers expect
from you (ClickZ OMS, 2009) and besides
it is important to contribute more than you
consume (Reece, 2010). The third and last
aspect of the strategy is a vision on how
your target group can discover and share
your information. Unless there are several
things to use, for example hashtags on
Twitter, most important is how your target
group can reach your contributions on the
most easiest way. Therefore it is important
to know how your target group is searching
for information and knowledge.
When the strategy is developed it is
time to determine a prefered attitude to
make clear which behaviour is expected
from the users inside your business.
Important is to listen and only contribute to
a conversation when you can add value to
it. Besides a policy can be developed to
make clear what you expect from your
employees while using social media.
Regarding to Veldwijk (2011) a social
media policy will have the following
benefits:
• You express confidence in your
own staff;
• You have a framework to
implement a strategy;
• You reduce the gap between
younger and older employees;
• You can react in time to prevent
damage to your reputation;
• You impove internal
communication through mutual
cooperation.
To obtain these benefits a social media
policy has to provide an answer to the four
following questions (Wigmo & Wikström,
2009):
• What can we talk about and what
not?
• What steps do we have to take
when something goes wrong?
• Who is responsible for which
contributions?
• Which platforms do we have to use
for reaching the objectives?
Unless all questions are important, not all
questions have to be answered in the social
media policy. Of course some answers are
already given within the other parts of the
social media marketing plan. That a good
policy does not have to exist of all the
questions becomes clear by the social
media policy of the TNT Group. Their plan
consists of the following chapters (TNT
Group, 2010):
• Introduction:
to make clear why the policy exists;

7. 5
• Basic principles:
to let your employees make use of
social media in a proper way;
• Guideline for using social media:
to indicate what you expect from
your employees and what not;
• Guideline on when to react:
to indicate what your employees
should do in different
circumstances.
Now the important tactical and
strategical aspects are completed it is time
to select facilitators to spread the message
(Baer, 2009; Wigmo & Wikström, 2010).
Dissapointing fact is that there is no exact
answer to the question what the right social
media platforms are. This can be seen as
which weapon a soldier has to use to
conquer his enemies. As this depends on
the characteristics of the weapon, the
enemies and the place, no single answer
can be given to this question. For choosing
the most effective social media platforms
there are no differences and the words
“depend on” will be heard many times.
Unless the question about which
social media platform is effective in a
certain situation is hard to answer, the
interviews with the users and experts
provided some valuable insights to handle
this question. Aspects to consider while
selecting the most effective social media
platforms for your social media marketing
activities are the following:
• The objectives of the company
The most important thing to
consider, before deciding which
social media platforms the
company have to use, is how to
align with the company's
objectives. By using social media,
it is expected that the company will
benefit from it. Which social media
platform is effective to use as a free
marketing tools also depends on
how the company/entrepreneur is
willing to use social media to
support the business activity.
• The product's characteristic
Every product has its own
characteristics. Thus by deciding
which social media platforms to
use, the company should consider
what the best-suited social media
platforms will be to promote their
products.
• The target group
Knowing the target group is an
important aspect before start using
social media. It is important that the
company is using the same social
media platforms as the target
group. The company should find
out where the potential customer
primarily can be found and it is
important that the company is
present on the same platforms
(Bark, 2009 in Wigmo &
Wikström, 2010). Furthermore, the
company should listen to the people
about what they want and attract
them by using the right social
media platforms to reach and
involve them.
When the right social media
platforms are selected a last important
aspect can be added to the social media
marketing plan, namely the content
calendar (Eck, 2011). This tool makes it
possible to plan your contributions to the
several social media platforms that are
intended to use. Besides this also makes it
possible to evaluate the frequency of your

8. 6
contributions. An example is show in
figure 2.
Figure 2 Social media content calendar
Incorporating social media
After completing the first two steps
of the roadmap, enough knowledge is
obtained to make use of social media
platforms and a social media marketing
plan is developed. Now practitioners are
able to register their business an account
on the relevant social media platforms,
building an online brand and start adding
value to the community. To develop
yourself to a practitioner who is able to
create their own content on social media
platforms, the remaining steps of the
roadmap have to be fulfilled.
Step 3: Join
When the framework for the social
media activities is completed, social media
platforms can be joined. First step for
joining the social media is registering an
account. By listening and by creating a
plan it became clear which platforms are
relevant for your business and which have
been chosen to use.
Second step is to develop the
profiles on the different platforms.
Important aspects to consider while
developing the profile are (Biemans &
Kammers, 2011; Schoone, 2011):
uniformity of identity in real-life and on
the Internet and to be transparent. Besides
it is important to consider that this profile
must promote your business, but as social
media is a social environment the content
has to be not too commercial. This can be
done by introducing your business and
indicating your strengths. Besides,
information about for example the
company, products and owners can be
provided. This is similar to personal
profiles where information like
employment, education and relationship is
submitted.
Step 4: Participate
When the relevant accounts are
registred and developed it is time to start to
participate on the social media platforms.
During this step an online brand is built by
actively contributing to discussions and
questions and giving your view on
products and services. By adding value to
the social media, users start to respect you
and will voluntary start promoting you by
spreading the message. Remember that this
effect will disappear if your contribution
becomes too much, a thing which is also
know as spamming. Besides, it will even
result in a situation where users of social
media platforms will not voluntarilly
promote you anymore (Wigmo &
Wikström, 2010) and the contributions by
viral marketing will disappear.
As this step consist of a large
process, it is clear that users go through a
learning curve during this step. This can
also be seen when placing this step in the
Social Media Ladder of Forrester Research
Inc. (Gain, 2010). As all other steps consist

9. 7
of just one rung, the step participate
consists of three rungs.
The first rung that is reached when
users enter this phase is those that is called
the collectors. Since their profiles are
created and developed they are ready for
participation. They will do this by using
RSS feeds to collect information and
knowledge, vote for websites and add
“tags” to content that is distributed through
social media platforms. Examples of those
content are photos, status updates and
websites.
When users are used to this way of
acting they are becoming more active on
the social media platforms by contributing
to wikis and online forums, reacting on
blog posts of other users and providing
products and services with a rating and/or a
review. By doing this, users have
developed themselves and are recognized
as critics on the scale of the Social Media
Ladder (Gain, 2010). As the use of social
media became common for users at this
stage, users are starting to develop
themselves towards the final rung of this
step, namely conversationalists. During
this stage their frequency of participating
becomes higher. Besides, they start using
other tools to communicate like Twitter
and status updates on their social media
profiles.
While developing yourself through
the above described process, users are able
to listen and contribute to others which will
create goodwill. When you have created
enough goodwill and established yourself
in the social media environment the time
has come to go to the final step of the
roadmap in order to get something back
from the network. Important lesson till
now is that the incorporation and also the
participation is done by small steps in
order to optimize the learn curve.
Step 5: Create
The final and the most important
step in using social media for marketing
activity is the creation step. The company
should create the content based on what
kind of information that the company get
from the customers. The content can be
shared in the social media channel to other
users and the company is free to decide
what kind of content to share (e.g update
information about product, the company's
news and even share the content that is not
related at all to the company).
The create step is not about creating
the social media profile, but on creating
value and offering the right value on the
right time at the right place. Value means
relevant content, useful information, tailor
made promotion depending on the signal
the company gets from the observation of
the customer. By contributing and offering
value to the community, the company will
receive value from the community. The
users become interested in you and want to
know more about your business. Satisfied
customers or so called "fans" or
"followers" will be the strongest sales force
of the company as they contribute to the
viral marketing. As users are now in the
ability to create their own content, they
reached the final rung of the Social Media
Ladder and are known as Creators (Gain,
2010).
There is a common rule that is
adopted by many social media users for
business regarding to the creation and
information of offering. It is highly
recommended that the company delivers
the message not in a commercial way,
otherwise the message will be read as an
advertisement or spam. Thus,
communicate your message by the way the
users communicate.

10. 8
Success factors for using social
media
The development of social media is
good news for marketers, because it is part
of almost any Internet user's life and
changed the way people communicate. It
means that the marketers have an
additional channel to spread the marketing
message to the customers or potential
customers. However, social media content
is different with the content in general
web. Social media content is more
fragmented. Companies that focus on
websites maybe improve readability,
especially for higher conversion, but this is
not similar social media content. In social
media, the readability is the most important
aspect to manage since the content
circulation is incredibly fast and widely
distributed. When the content is not clear
for the receivers, this will lead to
misunderstandings and perhaps even in
negative effects.
In order to create success of using
social media, there are some common key
factors and strategy. Based on the
interviews, some proven key success
factors of using social media as a free
marketing tool are retrieved and displayed
below.
Good product is a good start!
The basic and the most important
thing on marketing is the product. A good
product combined with good promotion
will create success. A good product will
benefit the customers and it will be easy to
promote (Eck, 2011). Before starting to use
social media, the most important thing is
making sure that the company can offer a
good product to the customers. Bad quality
products will easily ruin all of the
marketing efforts and spontaneously
change the image of the products and the
brand.
Knowledge about using social media
The knowledge of using social
media and its features is the foundation of
the success. Every social media platform
was created with some features that aim to
help the users in reaching their goals by
using the social media. Optimizing the key
feature will improve the likelihood of
success.
Regarding to the social media
content, it is very important for the
company to have a good management of
the content. Social media content and
information will reflect the image or brand
of the company or product. Good content
will contribute to the increase of attention
to the company and could be a
distinguishing feature. On the other hand,
if social media content is not managed
well, it will imply to the negative image of
the company or products since the effect of
mass social media is uncontrollable and
difficult to change. As this implies that
social media success is something that has
to be earned, it is important to know how
to listen and respond to both positive and
negative developments (Corcoran, 2009).
Besides, Corcoran (2009) also indicates
that it is important to know when to try and
stimulate the viral marketing effect.
Good understanding of target Customer
For successful use of social media
as a marketing tool, the company must
focus on the relationships with the
customer, not merely on the technology.
Maintaining the relationship with the
customers’ need a good understanding of
customer needs and wants can be obtained.
If the company is able to listen to the
customer, knowing what they are talking

11. 9
about and what they want, it will be easy to
develop and create a product based on that
kind of information. Through the right
channel and right social media platform,
the customer will be easy to approach thus
the company can serve a wide public by
following the audiences in different social
media platforms.
However, it is not easy to get the
attention from the social media users to the
company's product. Some companies that
use social media as a marketing tool start a
community to create a hype around their
product. Another way around, instead of
starting the community, it is also good to
plug into an existing community (Eck,
2011). In addition, the employees of the
company should have enthusiasm to be
active on social media platforms and to
communicate the information about the
company on several social media
platforms.
The collaboration of the crowd
Some users/experts think that, the
most important thing in using social media
as the marketing tools is the collaboration.
Collaboration with the community is
important to create a large network to
spread the message. In order to collaborate
with the crowd, the company could plug in
with the existing community. After that,
the company should post or write a content
that will be found by the community as
beneficial information for them and for the
others (Bosch, 2011). Thus, the message
will be sent by itself and create a viral
effect. For example, in microblogging
media like twitter, another way of building
a network and a larger number of follower
is to retweet other people’s tweets. If the
follower find something interesting from
the user they are following, the followers
will do a favour by sharing that
information. In addition, the follower is
also acknowledging the person they are
retweeting (Jantsch, 2009). New
developments can be shared in a message
and if this is interesting enough people and
other large communities will retweet.
Based on this, there are two main reasons
why people forward the message: first
because information is considered as
important in forwarder’s point of view, the
second reason is because the information is
made by someone who is reputable and
respected by message forwarders.
In case of using the power of the
crowd in a proper way the company will be
close to success, because the power of the
crowd is very strong. The collaboration of
the company and the crowd can be a
mutual benefit for both of them. On the
one hand, the company can reach a wide
audience in a fast and efficient way. On the
other hand, the users benefit from it
because they obtain knowledge or
information they like, can share this with
their friends and are able to act on it.
The social media platforms can be
an efficient channel to spread the messages
by making use of viral marketing. A clear
example on the importance of
collaboration by the crowd when using
viral marketing, becomes clear by an
example of the social media campaign of
the Dutch beer brand Grolsch. In 2009 they
created a rumour that something unique
was going to happen on a roof top. That no
one knew about the specific date and
location started people wondering and
interacting about it with each other. Just
two days before the event the artists who
would contribute to the event were
announced, but the location still remained
secret. This created a load of discussions
on several social media platforms and
when it actually started, the word was

12. 10
spread very quickly. This wide distribution
and the created hype were not anymore
small and national media stations picked
up the news. This resulted in the creation
of a central platform where followers could
keep track on all the created content, but
even more important was the positive
effect on the branding, image and the
turnover (Isobar Human Media, 2010). In
sum, the result of this example was on the
one hand an experience for the followers
and on the other hand benefits for Grolsch.
In order to persuade people to be
involved in the company's development,
the six principles of persuasion Robert
Cialdini can be applied (Jong, 2011).
Those principles are Liking (people like
those who like them), Reciprocity (people
repay in kind), Social proof (people follow
the lead of similar others), Consistency
(people align with their clear
commitments), Authority (people defer to
experts they trust) and Scarcity (people
want more of what they can have less of).
If these principles can be applied in using
social media, people will pay much
attention to what you are sharing to them
and will collaborate.
Overcome the barriers
Even though it is a young and fresh
domain, the development of social media is
fast and dynamic. Because of this, it
requires continually updating your
knowledge and making use of it by
performing social media activities. Almost
no company today can grow without
dealing with social media. In many cases,
companies are not doing much more than
opening an account on the various
platforms (Hooijdonk, 2011). But to
develop a social media strategy users
should first deal with some barriers.
From the interviews with the users
and experts some common barriers that
usually occur before using social media are
retrieved. First, The knowledge barriers.
The users should have knowledge about
the social media platform that they want to
use, how they work, what the main features
are and how to optimize the features to
help the company promote their products.
Second, the online culture. In the world of
Internet, facing online culture is inevitable.
Sometimes the language or how people
interact is much more informal. Thus, the
company should be ready to deal with that
kind of culture.
Besides that, there are no facts or
certain guidelines on how social media
usage for marketing tools will benefit the
company. Thus, the company has to learn
how to deal with this uncertainty. Another
important thing is that people or users form
different generation have a different look
towards social media and this has to be
overcome. Another aspect that could be a
barrier for using social media is the
transparency. The social media content is
meant to be shared, thus the fear of
transparency/visibility must be overcome.
The most dangerous effect of transparency
comes from the competition. Some
entrepreneurs do not want to use social
media to communicate with customers,
because of their fear for transparency. The
competitors could make use of certain
information to their benefit and could give
bad impact to the company (Schoone,
2011).
According to what this study
retrieved from the field, the transparency
of social media is not bad as many people
said. Even though it looks riskier to be
transparent and easier to share information,
it is more importantly to be open and
transparent to the public. If there is a

13. 11
negative effect of transparency, the
company should able to learn from that and
can keep in front of the competitors
(Schoone, 2011).
Glossary
Bootstrapper
Person that makes use of bootstrapping
techniques.
Bootstrapping
The technique to start and run a business
with limited resources by using external
help.
Custom community
Online software to create your own
communities.
Desk research
A technique to gather data that already
exists from existing resources, such as
previous studies, articles on the Internet,
magazines and another sources.
Hashtags
Hashtags is also known as the "#" symbol.
Used to mark keywords or topics in
Twitter. It is created organically by twitter
users as a way to categorize the messages.
Literature review
Body of text that has a purpose to review
critical points of certain topic and
knowledge from the current literature,
including substantial findings about that
topic.
Microblogging
Kind of weblog that makes use of short
messages.
Photo-Sharing
Platform to share pictures and to react on
it.
Qualitative research
Research technique to reveal certain
behaviour and perceptions by making use
of in-depth studies of small groups of
people to explain certain phenomena.
Roadmap
A technique of reporting that gives the
audience a guidance and example of how
to conduct certain activity.
RSS feeds
RSS feeds is a web feature that is being
used by Internet users around the world to
keep track of favorite websites.
Social bookmarking
Platform to share your favourite websites
and social media platforms with others.
Social media
Various platforms that integrate the
technology, social interaction and the
construction of words, pictures, video and
audio to spread knowledge and
information.
Social networks
Platform to share information and
knowledge, but also to stay in touch with
friends, customers, suppliers and other
professional contacts.
Social News Ranking
Platform to rank news reports.
Spamming
Unsolicited sending large number of
messages to other users.

14. 12
Tags
A label attached to someone or something
for identification or other information.
Video-Sharing
Platform to upload, watch and share
videos. Besides, it is also possible to react
on the uploaded videos.
Viral Marketing
Marketing phenomenon that facilitates and
encourages people to pass along certain
marketing messages.
Weblogs
Kind of online diaries to share information
and finding out how others think about
certain subjects.
Wikis
Together created platform with any kind of
knowledge to make sharing of it possible,
but also knowledge can be obtained.
References
Baer, J. (2009, August 20). Developing a
Social Media Strategy in 7 Steps.
Retrieved May 2011, 17, from
SlideShare:
http://www.slideshare.net/jaybaer/d
eveloping-a-social-media-strategy-
in-7-
steps?src=related_normal&rel=392
440
Biemans, E., & Kammers, J. (2011, May
4). Interview on social media as a
free marketing tool. (J. v. Dorst,
Interviewer)
Bosch, J. v. (2011, May 5). Interview on
social media as a free marketing
tool. (E-mailresponse, Interviewer)
ClickZ OMS. (2009). Social Media
Roadmap. Retrieved May 2011, 23,
from Slideshare:
http://www.slideshare.net/toprank/t
oprankmarketingcom-social-media-
roadmap?src=related_normal&rel=
2814892
comScore, Inc. (2011, April 26). The
Netherlands Ranks #1 Worldwide
in Penetration for Twitter and
Linkedin. Retrieved March 16,
2011, from comScore.com:
http://www.comscore.com/Press_E
vents/Press_Releases/2011/4/The_
Netherlands_Ranks_number_one_
Worldwide_in_Penetration_for_Tw
itter_and_LinkedIn
Corcoran, S. (2009, December 16).
Defining Earned, Owned And Paid
Media. Retrieved May 25, 2011,
from Sean Corcoran's Blog:
http://blogs.forrester.com/interactiv
e_marketing/2009/12/defining-
earned-owned-and-paid-media.html
Dobele, A., Toleman, D., & Beverland, M.
(2005). Controlled infection!
Spreading the brand message
through viral marketing. Business
Horizons, 48(2), 143-149.
Eck, J. v. (2011, May 05). Interview on
social media as a free marketing
tool. (J. v. Dorst, & S. Syamsuddin,
Interviewers)
Gain, M. (2010, January 23). Forrester
adds Conversationalists to the
Social Media Ladder. Retrieved
May 17, 2011, from
MatthewGain.com:
http://matthewgain.com/2010/01/fo
rrester-adds-conversationalists-to-
the-social-media-ladder/
Hooijdonk, R. v. (2011, April 7). Social
media als strategie. Retrieved May
19, 2011, from Internet marketing
en Reclame:
http://www.internetmarketingenrecl

15. 13
ame.nl/online-
marketingplan/social-media-als-
strategie/
Isobar Human Media. (2010, March 11).
Isobar Human Media - Grolsch
Moke vs. JunkieXL - Social Media
Marketing Case. Retrieved May 25,
2011, from YouTube:
http://www.youtube.com/watch?v=
-f8R9qKF5Us&feature=youtu.be
Jantsch, J. (2009). Using Twitter for
Business. Retrieved May 19, 2011,
from
http://johnjantsch.com/TwitterforB
usiness.pdf
Jong, J. d. (2011, May 2). Entrepreneurial
Marketing.
Kim, W., Jeong, O., & Lee, S. (2010). On
social Web sites. Information
Systems, 35(2), 215-236.
Kraus, S., Harms, R., & Fink, M. (2010).
Entrepreneurial Marketing: Moving
beyond Marketing in New
Ventures. International Journal of
Entrepreneurship and Innovation
Management, 11(1), 19-34.
Lahm, R. (2007). Bootstrap Marketing: An
analysis of constructs and
implications. Paper presented at
the Association for Small Business
and Entrepreneurship (ASBE) 2007
Annual Conference, Austin, Texas.
Reece, M. (2010). Real-Time Marketing
for Business Growth. Upper Sadle
River, New Jersey: Pearson
Education, Inc.
Schoone, R. (2011, May 5). Interview on
social media as a free marketing
tool. (J. v. Dorst, Interviewer)
Social Media Modellen. (2011). Social
Media Kanalen en Platformen.
Retrieved May 17, 2011, from
Social Media Modellen: Modellen
en tools voor social media gebruik:
http://www.socialmediamodellen.nl
/social-media-kanalen-platformen-
websites-voorbeelden/
Thackeray, R., & Neiger, B. (2009). A
Multidirectional Communication
Model: Implications for Social
Marketing Practice. Health
Promotion Practice, 10(2), 171-
175.
Thackeray, R., Neiger, B., Hanson, C., &
McKenzie, J. (2008). Enhancing
Promotional Strategies Within
Social Marketing Programs: Use of
Web 2.0 Social Media. Health
Promotion Practice, 9(4), 338-343.
TNT Group. (2010, September 1). Sociale
media richtlijnen. Retrieved May
23, 2011, from TNT Group:
http://group.tnt.nl/Images/2010090
1_TNT_Social_Media_Guidelines-
Dutch_tcm178-525230.pdf
Veldwijk, J. (2011, April 13). 5 voordelen
van Social Media beleid voor
bedrijven. Retrieved May 23, 2011,
from VeldMerk Social Media:
http://www.veldmerk.nl/2011/04/1
3/5-voordelen-van-social-media-
beleid-voor-bedrijven/
Wigmo, J., & Wikström, E. (2009,
December). SVAR FRÅN
RESPONDENT #4. Retrieved May
25, 2011, from Sociala Medier:
http://sm-exjobb.se/2009/12/svar-
fran-respondent-4/
Wigmo, J., & Wikström, E. (2010). Social
Media Marketing: What role can
social media play as a marketing
tool?
Zak, D. (2009, August 31). Chamber
Social Media Bootcamp –
Developing a Social Media
Strategy. Retrieved May 17, 2011,
from The SpringfieldEdge blog:
http://springfieldedge.wordpress.co

16. 14
m/2009/08/31/chamber-social-
media-bootcamp-developing-a-
social-media-strategy/