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Dragon Rouge
Social Media intern project.
Hamburg, 03.06.2015

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Definition
Social Media Channels
Social Media Development
Marketing in Social Media
Future of Social Media

3.
Give a mark on 5 about your opinion of the next
question:
1) What is the importance of marketing in social
media in your opinion?
2) According to you, there are a great diversity in
social media today?
3) What is the importance of social media in world
business?
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OPINION
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4.
01
DEFINITION
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5.
Social media is the collective of online
communications channels dedicated to
community-based input, interaction,
content-sharing and collaboration.
The different types of social media are
website and application dedicated to:
• Forums
• Microblogging
• Social networking
• Social bookmarking
• Social curation
• Wikis
• Blogs
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DEFINITION
© Dragon Rouge http://whatis.techtarget.com/definition/social-media

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HISTORIC
6© Dragon Rouge http://www.anthedesign.fr/w2015/wp-content/uploads/2015/01/historique-des-r%25C3%25A9seaux-sociaux-e1420979363375.jpg
ONE TO MANY MANY TO MANY

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• FORUMS:
A discussion board where you can leave and
expect to see responses to messages you have
left, or you can just read the board. (ex:
Doctissimo)
• MICROBLOGGING:
is a web service that allows the subscriber to
broadcast short messages to other subscribers of
the service. (ex:Twitter)
• SOCIAL NETWORKING
is the practice of expanding the number of one's
business and/or social contacts by making
connections through individuals. (ex: Facebook)
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DIFFERENT KINDS OF SOCIAL MEDIA
© Dragon Rouge http://whatis.techtarget.com/definition/social-media

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• SOCIAL BOOKMARKING:
Social bookmarking is a system that can
store files, documents, ... The most famous
example is Flickr. This allows to access its
files from any computer. (ex: Flickr)
• SOCIAL CURATION:
is collaborative sharing of Web content
organized around one or more particular
themes or topics. (ex: I love Fashion :
Tumblr)
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DIFFERENT KINDS OF SOCIAL MEDIA
© Dragon Rouge http://whatis.techtarget.com/definition/social-media

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DIFFERENT KINDS OF SOCIAL MEDIA
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• BLOGS:
is a website that allows the blogger to
express his personal opinion. (ex: Blog of
Perez Hilton)
• WIKIS:
is a server program that allows users to
collaborate in forming the content of a Web
site. (ex: Wikipédia)

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DIFFERENT KIND OF SOCIAL MEDIA
KIND OF
SOCIAL
MEDIA
Forums
Miccroblogging
Social Networking
Social Bookmarking
Social Curation
Blogs
Wikis

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SOCIAL MEDIA
DEVELOPMENT
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INTRODUCTION OF SOCIAL MEDIA
• Social Media began with the web 2.0!
• With the web 2.0 users became actor in
supplying web content.
• The internet users can remove informations
when he wants.
• Development of the diversity of the internet
media.
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THE BEGINNING
• First Social Media: MySpace / MSN /
Linkedin / Wordpress / Wikipédia.
• The first important Social Network was
Facebook, founded in 2004.
• Since the creation of Web 2.0, Social Media
have diversified. (Wiki / Microbloging /
Forums).
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WHY IT‘S WORKING
• More and more users because they respond more
to consumers needs.
• Every body uses it, company or private person,
young or old.
• For some people it‘s easier to communicate on
Social Media.
• It‘s easier to connect on Social Media. Ability to
connect on multiple platforms. (tablet, smartphone,
PC, ...)
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HOW SOCIALS MEDIA BECOME ATTRACTIVE
• It‘s depend if some star use the social
media. Fan wants to follow their favorite
famous.
• If the social media respond to the need of
the consumer and if it innovated.
• If some friends are on this social network,
we want to be connected with them.
• In some jobs you must have a minimum
power on social media to get it. (ex:
community manager).
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SOMETIMES THEY HAVE AN EPHEMERAL SUCCESS
• Social Media are more diverses.
• However, they must respond to a real
demand.
• Some social network have know a short-
lived success. (Path / Orkut / Diaspora)
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03
SOCIAL MEDIA
CHANNELS
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FACEBOOK is a social network website. Second
most visited website in the world after Google.
1,23 billion of active users.
On Facebook you can :
• Upload picture or video.
• Write a text or a comment.
• Like something a post, a comment, …
• Send Message.
• Share contents of other website.
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FACEBOOK
© Dragon Rouge http://theviralmarketingexpert.com/wp-content/uploads/2014/06/iNFOGRAPHIC-1.png

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TWITTER
© Dragon Rouge http://theviralmarketingexpert.com/wp-content/uploads/2014/06/iNFOGRAPHIC-1.png
TWITTER is a microblogging social media with a
maximum of 140 symbol. Twitter function through
a system of following between users.
On Twitter you can:
• Post a tweet.
• Share article of other website.
• Post a picture or a vine.
• Send text message.
• Retweet or foster other tweet.
• Use a system of Hashtag (categorize the tweet).
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INSTAGRAM
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INSTAGRAM: This social media is specialized
in sharing of picture and video. Users could
follow the others.
On Instagram you can:
• Post picture or video.
• Follow other people.
• Hashtag category.
• Comment or like post.
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© Dragon Rouge http://theviralmarketingexpert.com/wp-content/uploads/2014/06/iNFOGRAPHIC-1.png

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Pinterest is an American website combining
the concepts of social networking and
sharing photographs. It allows its users to
share their interests, passions, hobbies,
through photo albums gleaned from the
Internet.
Pinterest:
• It’s like a blog.
• All content can be see by every people
around the world.
• Exist the princip of hashtag.
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PINTEREST
© Dragon Rouge http://theviralmarketingexpert.com/wp-content/uploads/2014/06/iNFOGRAPHIC-1.png

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Google+ is a social network application to the
US company Google launched on 28 June
2011. Google+ have a bad reputation because
is very difficult to use it.
On Google+ you can :
• Post text, picture or video.
• Share Blog article.
• Create event.
• Comment, like or share content.
• Add people in different category.
GOOGLE +
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© Dragon Rouge http://theviralmarketingexpert.com/wp-content/uploads/2014/06/iNFOGRAPHIC-1.png

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LINKEDIN
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LinkedIn is an online service that you
permit to build and aggregate professional
network. It is defined as a knowledge
network to facilitate dialogue between
professionals. For its members, but also a
reputation management tool online and
personal branding.
On Linkedin you can :
• Send private message.
• Publish text.
• Like or comment a publication.
• Share a blog publication.
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© Dragon Rouge http://theviralmarketingexpert.com/wp-content/uploads/2014/06/iNFOGRAPHIC-1.png

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YOUTUBE
YouTube is a video hosting website, the website
is connecting to Google+. There are 1 billion of
active user per mounth.
On youtube you can:
• Post video, or text.
• Comment or like or dislike a video.
• Follow somebody to see in first this video.
• Upload a video.
• Create a playlist.
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© Dragon Rouge http://rameyagency.com/ramey_2014/wp-content/uploads/2013/10/youtube-the-2nd-largest-search-engine-infographic.jpg

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SNAPCHAT
Snapchat is a photo sharing application
and ephemeral video available on
mobile platforms like iOS and Android.
The application is launched in
September 2011 on the Apple App Store
and Android in November 2012.
There are 82 millions of active users.
On Snapchat you can:
• Send photo, video ot text for a special
period between 1 to 10 seconds.
• You can read article about partner
brand (like MTV).
• Create a story of 24 hours, all your
contact can see that..
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© Dragon Rouge https://theblackfin.files.wordpress.com/2013/08/final_infographici.gif

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VINE
Vine is a Twitter application that hosts short
videos 6 seconds running in the loop and
can be shared with their subscribers.
Today there are 40 millions of active users.
On Vine you can:
• Post a Vine.
• Like or comment a Vine.
• Share Vine on other social Network.
26© Dragon Rouge https://blog.dashburst.com/wp-content/uploads/2013/07/visualizing-vine-infographic.png

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WIKIPEDIA
Wikipedia is a wiki social media. It’s an
encyclopedia that is written by the users
according to their personal knowledge.
Each kind of research article can be posted on
the social media.
There are 183 millions of active users.
On Wikipedia you can post:
• Text.
• Images.
• Videos.
• Links.
• Sounds.
• You can share your article on other website.
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© Dragon Rouge https://m1.behance.net/rendition/modules/55659499/disp/5570e57745df8651553374b3666e0ef1.jpg

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MARKETING IN
SOCIAL MEDIA
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THE BASICS OF MARKETING ON SOCIAL NETWORKS
• Every Social Network are not good for
every company.
• Each Social Network have their own users.
• Social Network permite to use a lot of tools
for marketing.
• Be careful about the bad communication
actions.
• 2/5 publication on social media are
marketing action by brand or company.
29© Dragon Rouge http://core0.staticworld.net/images/idge/imported/article/cio/2014/04/15/social-media-logos-100339762-orig.jpg

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TOOLS TO HAVE A BETTER MARKETING CAMPAIGN ON SOCIAL MEDIA
• Search Engine Optimization (SEO): it is a set of technics
in order to promote understanding of the theme and content
of one or all pages of a website by search engines.
• Develop the SEO permit to a brand to develop its numbers
of viewers, so develop the impact of its marketing campaign.
• Monitoring: it is an supervision activity and measuring
activity of a computer activity specifically on the Internet.
• This tool permit to know what want, do, like, ..., the target of
a brand. That‘s permit to develop more specifically a
marketing action on social media.
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SOCIAL MEDIA MARKETING TECHNICS
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PREVIOUS MARKETING TECHNICS ADAPTED
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Some previous marketing technics were adapted to the Web 2.0
and social media as:
• Viral Marketing
• Buzz Marketing
• Word of Mouth
All this technics are part of Influence Marketing

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VIRAL MARKETING
• Viral marketing is a way of promoting a
commercial offering or marketing by
consumers.
• They recommendate its commercial to their
friends or colleagues.
• The offer is spread like a virus.
Example: Tipp EX The hunter and the bear!
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BUZZ MARKETING
• The goal of Buzz Marketing its to
diffuse an information during an
event.
• This information will be share on
the social media by the people
who participate on the event.
Example: XB Sex on the Beach
Party
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WORD OF MOUTH
• The technics of word of mouth have for goal
to create a discussion between consumers
about a product or a service.
• Negative point: this is not control by the
company, can create a bad publicity for the
company.
Example: Word of Mouth about the new
Iphone 6. Some consumers wrote on the
Internet that the new Iphone can be bend
when it is a long in the pocket of the users.
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36.
NEW MARKETING TECHNICS
Some technics of marketing was created with the development of
social media in the daily life of consumers as:
• Social Marketing
• Personnalised Marketing
• Involvement Marketing
• Marketing of care
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SOCIAL MARKETING
• Social marketing is a technic that aims to
contextualize information with a consumer who is
"Fan" of a brand. The customer apostle help to
develop the brand.
• This consumer is more prone to receive a message
from a brand on social media, if he like the
information he could transmit it to his relation.
Example: On Twitter, a follower of Apple, could
transmit an information with a retweet of an
information. (Iphone 6 launch: 154k Retweet).
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INVOLVEMENT MARKETING
Involvement Marketing aims to involve
consumers in the company's business
development.
There are 2 different technics to use this kind
of marketing:
• Ask directly to consumer with survey,
meeting, ...
• Watch client opinion on social media
about the brand.
Example: French company Danone, ask the
new flavor of its star product the Danette
with a survey.
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39.
MARKETING OF CARE
• Marketing of care is personalized marketing
technics based on the observations on
internet habits of the consumer
• This technique is implemented by the
Cookie system present on all websites.
• The most important software for this
technics is Google AdWords.
Example: If a consumer is looking for new
sunglasses on Internet, he must have a
pop-up for RayBan product.
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PERSONNALIZED MARKETING
Personalized marketing is tailored to each
users based on information that he gave to a
company.
That consider this purchase preference.
Example: Inform the company Bahlsen that
you prefer product with chocolate; so
Bahlsen will promote for you mainly product
with extra choco.
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THE FUTURE OF SOCIAL
MEDIA
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FUTURE INNOVATION
The future social media should be:
• More Apps Mobile.
• Use the augmented reality in real life.
• Special Social Media for each company.
• Become a sales platform for brands.
• The social Media will be included with the
user (glass, watch, ...).
42© Dragon Rouge http://www.techwyse.com/blog/wp-content/uploads/2014/01/social-media-crystal-ball-300.jpg

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MORE MOBILE APPS
• More and more people have a smartphone.
• A lot of consumer prefer to use social
network on their mobile phone.
• Mobile is the future of software or informatic
tools.
• Application permit an easier use of social
media.
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USE THE AUGMENTED REALITY
• Augmented Reality in real life is the new
technology used to discover the world
around either.
• This allows to discover through his world
or around the screen.
• This permite to have easier information
about people, product, company, ...
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SPECIAL SOCIAL NETWORK FOR EACH COMPANY
• If a company have his own social network,
it‘s easier to communicate in intern.
• It is easier to protect data on such private
networks.
• Inifies collaboration tools in the business:
mail, document database, calendar. Better
productivity.
• Decompartmentalize different services and
allow each user to have a broad vision of the
company's business.
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46.
BECOME A SALES PLATFORM FOR BRANDS
• Social Media are the most kind of website
visited around the world. Easier for client or
brand to buy or sell product on this platform.
• All brands have social mediaaccount, it‘s
like an other kind of website so it‘s
interresting to have an online shop on social
network.
• Social Media account of brand are more
visited than the website of the company.
(Example of Burberry).
46© Dragon Rouge

47.
THE SOCIAL NETWORK WILL BE INCLUDED WITH THE USER
• Integrate Social Media on connected object,
permite to users to be always in contact. (ex:
watch / glass)
• All users are sometimes addict to social
media so they need an usual object to
connect them every day.
• These objects could allow easier
development of some innovations such as
Augmented Reality in Real Life.
47© Dragon Rouge

48.
DEBATE
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49.
Give a mark on 5 about your opinion of the next
question:
1) According to you, there are a great diversity in
social media today?
2) What is the importance of social media in world
business?
3) What is the importance of marketing in social
media in your opinion?
49
WHAT DO YOU THINK?
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50.
DEBATE
• How do you consider the importance of social media in today's global business?
• How a mass marketing campaign on social media could be positive or negative for a
company or a brand?
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51.
© Dragon Rouge 51
I hope this presentation change your opinion!
Arguments? Issue? Comment? All initiative are relevant!
Corentin Dubois
c.dubois@dragonrouge.com
THANK YOU VERY MUCH
Dragon Rouge GmbH, An der Alster 3, 20099 Hamburg
T. +49 (0)40 380 374-0 F. +49 (0)40 380 374-44. www.dragonrouge.de