1. social media marketing
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2. social media marketing

(D.B.A) THE JOINT DOCTORAL
PROGRAM IN BUSINESS
ADMINISTRATION (JDBA)
 e-Commerce
◦ “
Facebook”
◦ Social Media
◦ “Marketing Click” 2

3. social media marketing
 .
◦ 081-9758189
◦ www.facebook.com/doctorpisek
◦ pisek@yahoo.com
◦ Twitter @doctorpisek
◦ Web Site www.doctorpisek.com
3

4. social media marketing
2,000
“ ”
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 Usenet News News
group 1979 Tom
Truscott Jim Ellis
 Bulletin Board System (BBS) –
1979 – 1995
Ward Christensen 5

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 World Wide Web (WWW)
1994-1995 BBS
Forum
BBS
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 Nielsen Global Online
Consumer Survey
◦
90%
◦ 70%
◦ 62%
◦ 61% 11

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 –
Viral Marketing
Mass
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Social Media
Viral

18. social media marketing
 Social Media
◦ Blog –
◦ Twitter Micro-Blog - Post
140
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 Social Media
◦ Social Network -
Brand
Application
CRM Pages
Group 19

20. social media marketing
 Social Media
◦ Media Sharing -
upload
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 Social Media
◦ Forum - Social
Media
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 Brand Equity – 4
22

23. social media marketing
 Brand Awareness –
Brand
23

24. social media marketing
 Brand Awareness –
Brand
24

25. social media marketing
 Brand Awareness –
Brand
25

26. social media marketing
 BrandAwareness –
SnickersThailand – “
”
Snickers 3 SM
L Fan
10,000 4 1000,000
10 26

27. social media marketing
 Brand Awareness –
Brand
27

28. social media marketing
 Brand Awareness – Virgin
Hitz – Social Media
2553 Virgin Hitz
BB 60
3
Fan 27,000
120,000 28

29. social media marketing
 Brand Awareness –
Brand
29

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 Brand Awareness – Ford
Fiesta – “Love
Fiesta…Snap it Now”
fiesta
Facebook
Ford Fiesta
Like 38,000
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 Perceived Quality –
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 Perceived Quality –
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 Perceived
Quality –
KTC www.ktcworld.co.th
Blogger
KTC
Blogger
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 Perceived Quality
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 Perceived Quality
36

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 Brand Association –
Brand Identity
◦ /
◦ (
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 Brand Association
38

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 Brand Association – Dove –
“
” 1
Like
Fan
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 Brand Association
40

41. social media marketing
 Brand Association
41

42. social media marketing
 Brand Association – Loft Travel
–
Trip Loft “Loft
LV 2011 Campaign”
Louise
Vitton 42

43. social media marketing
 Brand Loyalty –
CRM Brand
Loyalty
◦
◦
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 Brand Loyalty –
USA
44

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 Relationship –
5
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 Relationship –
CRM
5
◦
Facebook Twitter
◦
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 Relationship –
CRM
5
◦ – SMS
Facebook Twitter
Wall
47

48. social media marketing
 Social CRM –
KLM
KLM Surprise
Schipol
Check-in Foursquare
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 Social CRM –
Starbucks Check-in
Mayors
Frappucino U$ 1
50

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 –
Paul Chaney
3
◦ Share of Voice –
◦ Tone of Voice –
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 – Pantip.com –
◦
◦
◦
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53

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 – Blog –
Blogger
www.blogpulse.com
blogsearch.google.com 54

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 Blogsearch.google.com
55

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
Google Keyword
Google Alert
e-
mail
Blog, Twitter,
Forum YouTube 56

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57

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 – Facebook –
Facebook
Post by friend Post
by everyone
58

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 – Twitter –
Twitter Facebook
Influencer
Twitter
Search 60

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 Monitoring

63. social media marketing
 Monitoring

64. social media marketing
Social Media
64

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 Dell Hell
◦ 2005 Jeff Jarvis
Dell
Dell
◦ Jarvis
“Dell Hell” Blog
Blogger
◦ Dell Jarvis 65

66. social media marketing
 Dell Hell
◦ Blog
Dell
◦ Dell (1)
150
(2) Blog 3 Direct2Dell
66
Dell Studio IdeaStrom

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 –
◦
Twitter Facebook
Pantip.com
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 –
◦
Social Media


Social Media 70

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 PJUK SCB
Pantip
◦ PJUK
◦
◦
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
Call Center
Twitter
◦ Call Center –
(Passive Customer Service)
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 DTAC – “
A_OmO: Dtac E
”

A_OmO
Twitter
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80. social media
marketing
Social Media

81. social media
marketing
Agency Mass
Social
Media
Individual

82. social media marketing
◦ GTH
◦ Facebook
Fan
(Engagement)
Fan
GTH Twitter Real-
82
◦

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Twitter Micro-Blog
140
Follower
Account Twitter
Channel
Real-Time

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 Twitter – L77

 L77 Blink7 Twitter
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 Twitter – L77
 Social Media
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Twitter
– Nokair

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Twitter
– BestBuyCondo

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Facebook Page
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–
Fan
Like
99 Like

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Brand ????
◦ 100

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“
”
“ ” 101

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2
(1)
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VolVo
“ ”
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M-150
M-150
Louis Vitton
104

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- (Brand
Promise)
-
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-
-Call Center
Telewiz
◦ 107

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-
-
- ◦ 108

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(Emotional Differentiation)
◦ 110

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“ ” “ ”
-
“ ”
“ ”
- ◦ 111

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MK
◦ 112

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MK
◦ 113

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Facebook
Page
- (Brand Promise)
“ ”
-“ ” Facebook Page
- Loveis -
Facebook
◦ 114

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Brand
Promise
3 M-150,
Brand Promise
-M-150
-
◦ 115

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M-150 Facebook
Page
-
, , ,
,
-
-
-
◦ 116

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Facebook
Page
-
-
-
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◦ 117

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Kotler & Keller
Positioning “
”
-
◦ 118

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Ready
M-150, ,
-
◦ 119

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Ready
Facebook Page
- -
- -
- - ◦ 121

122. social media marketing
Facebook Page
Ready
(
)
Ready
-
- ◦ 122

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“ ” Facebook Page
“ ”
-
-
-
- ◦ 123

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“ ” Facebook Page
-
- “ ”
-
◦ 124

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M&M
Facebook Page
- Profile
Facebook Page
-
Fan
◦ 126

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◦ 127

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Customer Engagement -
(Brand Loyalty)
Brand’s Summer Camp,
◦ 130

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Customer Engagement Brand
Facebook
- “Friend get Friends”
Fan
Air Asia
-Window Ford Fiesta –
◦ 131

132. social media marketing
Facebook
Marketing
“ ”
◦ 132

133. social media marketing
Facebook Page
-
- “
”
5
◦ 133

134. social media marketing
BETTER Model
-Brand Personality
-Emotional Connection
-Target Audience
-Two-Way Communication
-Exponential Element
-Reach
◦ 134

135. social media marketing
BETTER Model –
iEducation
-Target Audience – 4-6
-Brand Personality –
◦ 135

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Emotional Connection
-
-
-
◦ 136

137. social media marketing
Emotional Connection Facebook
Page
-
Video
-
◦ 137

138. social media marketing
-Exponential Element –
Like, Share News Feed
-Reach –
◦ 138

139. social media marketing
 Community
Community
Social 139

140. social media marketing

Community
www.siamfitness.com
◦
◦
◦ 140

141. social media marketing
 Community –
Sleepless Garden
141

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 SleeplessGarden Facebook
Community
◦
◦ Photo
◦
Feedback
◦
143

144. social media marketing
 – John and Johnson’s
online community
(www.babycenter.com) –
Community
Tina Sharkey
Baby Center
144

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
(Loyalty Program) Social Media
– Loyalty Program
146

147. social media marketing
 JetBlue –
Go Places Facebook
Application
www.facebook.com/jetblue
Check-in
JetBlue
Facebook Place 147

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 Hyatt
Community Site Gold
Passport Member
Hyatt
149

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 Sansiri
◦ LOVE IS
◦
◦
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 Sansiri Twitter
Follower
“ 2.1” 10
Twitter Account
@sansiriplc
Follower
155

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 Facebook Group
Community
Exclusive Member
Facebook Page
158

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 Facebook Group 3
◦ Open – Group
◦ Closed – Group
159

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 Facebook Group –
Facebook Group
◦
◦
◦
160