O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Social Media Marketing

1.454 visualizações

Publicada em

A brief presentation I made for GE Healthcare in Sweden on social media marketing in April 2009.

Publicada em: Negócios, Tecnologia
  • I went from getting $3 surveys to $500 surveys every day!! learn more... ➤➤ http://ishbv.com/surveys6/pdf
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Your opinions matter! get paid for them! click here for more info... https://tinyurl.com/realmoneystreams2019
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui

Social Media Marketing

  1. 1. Social mediaSocial media marketingmarketing Dr. Robin TeiglandDr. Robin Teigland Stockholm School of EconomicsStockholm School of Economics robin.teigland@hhs.serobin.teigland@hhs.se www.knowledgenetworking.orgwww.knowledgenetworking.org www.slideshare.net/eteiglandwww.slideshare.net/eteigland
  2. 2. History tends to repeat itself….History tends to repeat itself…. Innovation, financial crisis, industrial revolution, …Innovation, financial crisis, industrial revolution, … 2 SteamSteam engineengine InternalInternal combustioncombustion engineengine MicroelectronicsMicroelectronics Late 18Late 18thth CC Late 19Late 19thth CC Late 20Late 20thth CC Schön 2008 ThirdThird industrialindustrial revolution?revolution?
  3. 3. 3 Did You Know: Shift HappensDid You Know: Shift Happens http://www.youtube.com/watch?v=jpEnFwiqdx8http://www.youtube.com/watch?v=jpEnFwiqdx8 How are these trends affecting you andHow are these trends affecting you and your organization?your organization?
  4. 4. GrowthGrowth TimeTime Information andInformation and knowledgeknowledge HumanHuman absorptiveabsorptive capacitycapacity Human capacity cannot keep up…Human capacity cannot keep up… Cohen & Levinthal 1989Cohen & Levinthal 1989 4
  5. 5. 6 degrees of separation Milgram 1967, DesAutelsMilgram 1967, DesAutels
  6. 6. Increasing number of social mediaIncreasing number of social media 6JP Allen 2009www.webguild.org
  7. 7. 7Mahaley 2008, Merrill Lynch 1999, Beck and Wade, Prensky “Digital Immigrants”“Digital Natives” Work ≠ PersonalWork ≠ Personal Loyalty to companyLoyalty to company Learning at the deskLearning at the desk Work = PersonalWork = Personal Loyalty to professionLoyalty to profession Learning through “playing”Learning through “playing” The new generation is huge, 90 million people in the US alone. Already there are more of them around than there are baby boomers. Beck and Wade
  8. 8. Collective Intelligence Networks (CIN)Collective Intelligence Networks (CIN) 8http://www.pmcluster.com/NYC09.htmhttp://www.pmcluster.com/NYC09.htm
  9. 9. Prediction markets with help of CINPrediction markets with help of CIN 9http://compepi.cs.uiowa.edu/~alessio/twitter-monitor-swine-flu/http://compepi.cs.uiowa.edu/~alessio/twitter-monitor-swine-flu/ Monitoring swine flu with TwitterMonitoring swine flu with Twitter
  10. 10. Shifting sources of valueShifting sources of value  Open business modelOpen business model − Competitive advantage through leveragingCompetitive advantage through leveraging external resourcesexternal resources (Chesborough 2003)(Chesborough 2003) − Permeable organizational boundariesPermeable organizational boundaries − Redefinition of acceptable sources of value andRedefinition of acceptable sources of value and knowledgeknowledge  Potential sources of valuePotential sources of value − Users as organizational resourceUsers as organizational resource (von Hippel 1988(von Hippel 1988 2005)2005) − User interactions with organizations creates valueUser interactions with organizations creates value through user-generated contentthrough user-generated content (Di Gangi & Wasko(Di Gangi & Wasko forthcoming)forthcoming) Di Gangi 2008Di Gangi 2008 10
  11. 11. 11 Crowdsourcing:Crowdsourcing: Capturing the wisdom of crowdsCapturing the wisdom of crowds What is it?What is it? − Customer participation in business andCustomer participation in business and business developmentbusiness development  Why the interest?Why the interest? − ExperienceExperience − OwnershipOwnership − EngagementEngagement − LoyaltyLoyalty Brayrie 2007Brayrie 2007
  12. 12. 12 Leveraging external resources to findLeveraging external resources to find solutions and solve unsolved problemssolutions and solve unsolved problems
  13. 13. eZ Systems and the eZ ecosystem:eZ Systems and the eZ ecosystem: An open source business modelAn open source business model 1313 eZeZ PartnersPartners CommunityCommunityCustomersCustomers •#1 open source content management software#1 open source content management software •Enterprise open source – “Grow the cake”Enterprise open source – “Grow the cake” •60 Employees in 8 countries (Europe & Asia)60 Employees in 8 countries (Europe & Asia) •230+ Partners230+ Partners •5000+ Customers5000+ Customers •30,000+ Community members30,000+ Community members www.ez.nowww.ez.no Skien, NorwaySkien, Norway
  14. 14. 1414 Customers ofCustomers of
  15. 15. Reshaping the marketing mixReshaping the marketing mix Jobber 2007Jobber 2007 15
  16. 16. Traditional marketing vs social media marketingTraditional marketing vs social media marketing 16 http://adultaddstrengths.com/2008/11/05/obama-vs-http://adultaddstrengths.com/2008/11/05/obama-vs- mccain-social-media/mccain-social-media/
  17. 17. OBAMA dot GOVOBAMA dot GOV  BarakBarak − Lessig callLessig call DesAutels 2008DesAutels 2008
  18. 18. Content created by a user to be used by a userContent created by a user to be used by a user From organization-generated content (OGC) toFrom organization-generated content (OGC) to user-generated content (UGC)user-generated content (UGC) Content created by an organization to sell to a userContent created by an organization to sell to a user Di Gangi 2008Di Gangi 2008 18
  19. 19. An anthropological intro to YouTubeAn anthropological intro to YouTube 19 60 years by60 years by three US TVthree US TV NetworksNetworks is less than…is less than… YouTubeYouTube Wesch 2008Wesch 2008
  20. 20. Rapid growth of UGC Web SitesRapid growth of UGC Web Sites Organizations increasingly introducing UGC websitesOrganizations increasingly introducing UGC websites (e.g., social networking, electronic communities) as(e.g., social networking, electronic communities) as organizational resourcesorganizational resources Deloitte 2008, Di Gangi 2008Deloitte 2008, Di Gangi 2008 20
  21. 21. Why are organizations using UGC websites?Why are organizations using UGC websites? Deloitte 2008Deloitte 2008 21
  22. 22. The Pink Community – Victoria’s Secret DesAutels 2008DesAutels 2008
  23. 23. 23 Examples at DellExamples at Dell Brayrie 2007Brayrie 2007 Self-supportSelf-support ProductProduct developmentdevelopment
  24. 24. Motorola Q – Creating contentMotorola Q – Creating content 24
  25. 25. Twitter at GE HealthcareTwitter at GE Healthcare 25
  26. 26. ““GE Healthcare” on LinkedInGE Healthcare” on LinkedIn 26
  27. 27. GE Healthcare on LinkedInGE Healthcare on LinkedIn 27
  28. 28. 28 Companies are turning to virtual worlds toCompanies are turning to virtual worlds to facilitate creativity and innovationfacilitate creativity and innovation •Public and completely private virtual business worldsPublic and completely private virtual business worlds (immernets) to recruit, train, collaborate, and innovate(immernets) to recruit, train, collaborate, and innovate •Accenture, Cisco, IBM, Intel, Johnson & Johnson,Accenture, Cisco, IBM, Intel, Johnson & Johnson, Motorola, Novartis, Philips, Sun, Unilever, …..Motorola, Novartis, Philips, Sun, Unilever, …..
  29. 29. 2929 Within five years, theWithin five years, the 3-D3-D Internet will be asInternet will be as importantimportant for work as thefor work as the Web is today.Web is today. January 2008January 2008 By the end of 2011,By the end of 2011, 80 percent80 percent of active Internet users (andof active Internet users (and Fortune 500 enterprises)Fortune 500 enterprises) willwill have a “second life”, but nothave a “second life”, but not necessarily in Second Life.necessarily in Second Life.Steve PrenticeSteve Prentice GartnerGartner
  30. 30. No financial crisis in VWs?No financial crisis in VWs? Increasing membersIncreasing members Increasing companiesIncreasing companies Increasing turnoverIncreasing turnover Wonderland 3030
  31. 31. 3131 Co-creating solutions for todayCo-creating solutions for today Philips Design GroupPhilips Design Group Lead-user innovation workshopsLead-user innovation workshops
  32. 32. 32 HSB is creating tomorrow’s solution whileHSB is creating tomorrow’s solution while attracting employees and customers todayattracting employees and customers today Building the house of the futureBuilding the house of the future in a competition with architecture studentsin a competition with architecture students HSB: One of Sweden’s largest realHSB: One of Sweden’s largest real estate management companiesestate management companies
  33. 33. 3D internet3D internet 33 Before the first plate of aluminum is ever bent for production, the pilots and the passengers will have flown the plane and the crew will have serviced the plane. CEO of Boeing supplierCEO of Boeing supplier
  34. 34. 780,000 users USD 400 mln turnover 2007
  35. 35. Entropia Universe by MindArkEntropia Universe by MindArk  Ability to develop skills and sell virtual goodsAbility to develop skills and sell virtual goods − Island sold for USD 26,500 in 2004Island sold for USD 26,500 in 2004 − Asteroid space resort sold for USD 100,000 in 2005Asteroid space resort sold for USD 100,000 in 2005 − Clothes Against Violence – limited edition virtual jackets soldClothes Against Violence – limited edition virtual jackets sold for more than same model of real world jacketsfor more than same model of real world jackets  Virtual universe with real cash economyVirtual universe with real cash economy − Fixed exchange rate to US Dollar, 1 USD = 10 PEDFixed exchange rate to US Dollar, 1 USD = 10 PED − Five banks auctioned for USD 404,000 in 2007Five banks auctioned for USD 404,000 in 2007 − Real life bank license granted by SwedishReal life bank license granted by Swedish Government to MindArk Bank in March 2009Government to MindArk Bank in March 2009  A business model like the real worldA business model like the real world − Raw materials and skills needed to buildRaw materials and skills needed to build − Goods deteriorate and need to be replenishedGoods deteriorate and need to be replenished 35
  36. 36. China is making big efforts in virtual worlds!China is making big efforts in virtual worlds! •““Virtual economy district – aVirtual economy district – a world where millions will work,world where millions will work, communicate, and be in love”communicate, and be in love” •Reaching out to the 150 mlnReaching out to the 150 mln overseas Chineseoverseas Chinese •7 million inworld at same time7 million inworld at same time •Ability to borrow money toAbility to borrow money to finance operations throughfinance operations through Mind BankMind Bank www.crd.gov.cn, www.foreignpolicy.com “The real China is only a piece of land. We believe that there must be a China in the virtual world and the real world.” Robert Lai, Chief Scientist, CRD 3636
  37. 37. 37 What should you do in virtual worlds?What should you do in virtual worlds? Experiment, “play”, and learnExperiment, “play”, and learn Stay on the look-outStay on the look-out Consider creatingConsider creating independent operationsindependent operations Don’t forget otherDon’t forget other emerging mediaemerging media
  38. 38. Stepping into the Internet: A tour of Second Life Interested in a tour?Interested in a tour?
  39. 39. Match the tool to the purposeMatch the tool to the purpose ToolTool PurposePurpose ExampleExample Blogs and microblogs Conversation Relationship building Information sharing Getting customer feedback Facebook governance Discussion forums Self-support Problem solving Customer engagement Dell Wikis Collaboration Customer engagement Motorola Q Social networking sites Community development Relationship building Customer loyalty Victoria’s Secret Jeep Virtual worlds Collaboration Innovation Engagement Nokia Philips IBM 39
  40. 40. 40 And ensure an integrated approachAnd ensure an integrated approach •#1 Applications Lifecycle Management (ALM) & business mashup •96 of Fortune 100 as customers •800 employees in 18 countries across globe •Average employee age 4 and 27 year old company •One hour every Friday to Facebook to find fun and connect with co-workers, customers, family, and friends •YouTube, Facebook, Homepage http://video.forbes.com/fvn/cmo/serena-social-network-strategyhttp://video.forbes.com/fvn/cmo/serena-social-network-strategy
  41. 41. Benefits and limitations of digitalBenefits and limitations of digital technologies totechnologies to customerscustomers Benefits Limitations Convenience Delivery times Access to information Information overload Enhanced functionality Access to technology New products and services Security Lower prices Cost implications Jobber 2007Jobber 2007 4141
  42. 42. Assessing digital competenciesAssessing digital competencies Jobber 2007Jobber 2007 4242
  43. 43. 43 Tools for assessing your capabilitiesTools for assessing your capabilities Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy Chaffey 2009Chaffey 2009
  44. 44. Marketing auditMarketing audit  Customer connectivityCustomer connectivity  Percent target customers have access to thePercent target customers have access to the relevant digital channelsrelevant digital channels  Customer channel usageCustomer channel usage  How often target customers use the digitalHow often target customers use the digital channelschannels  Results generatedResults generated  Percent of sales transacted through a particularPercent of sales transacted through a particular digital channeldigital channel  Marketplace impactMarketplace impact  How important the particular channel is for theHow important the particular channel is for the target markettarget market Jobber 2007Jobber 2007 4444
  45. 45. 45 There is no one right organizational structureThere is no one right organizational structure Example of team structure forExample of team structure for small-medium retailersmall-medium retailer Chaffey 2009Chaffey 2009
  46. 46. Benefits and limitations of digitalBenefits and limitations of digital technologies totechnologies to organizationsorganizations Benefits Limitations Investment reduction Operational costs Reduced order costs Set-up costs Improved distribution Short-termism Opportunity for reduced selling costs High-cost content Relationship building Connective to transactional relationships Customized promotion Over-specialization New market opportunities Technological deserts Marketing research opportunities Authenticity Jobber 2007Jobber 2007 4646
  47. 47. Are there any benefits from UGC,Are there any benefits from UGC, or is it all hype?or is it all hype? 47 IBM social software benefits acknowledged by %of survey respondents 87% 84% 84% 77% 74% 42% 60% 65% 65% 0% 20% 40% 60% 80% 100% Increased skills Accessed experts quicker Shared know ledge w ith others Reused assets Increased productivity Improved personal reputation Increased sense of belonging Increased sales Improved customer satisfaction Poole 2008: IBM Global Technical Services Knowledge Community of Practice Business Impact Survey 2007, completed by approximately 2,300 respondents
  48. 48. But there are challenges to UGCBut there are challenges to UGC • Around 40% of UGC websites have more than 500 membersAround 40% of UGC websites have more than 500 members • But few engage, i.e., contribute, retrieve, and explore UGCBut few engage, i.e., contribute, retrieve, and explore UGC Deloitte 2008, Di Gangi 2008Deloitte 2008, Di Gangi 2008 4848
  49. 49. Important to rememberImportant to remember 49Friedman 2009
  50. 50. 50Friedman 2009
  51. 51. Users create their own meaningsUsers create their own meanings 51Wesch 2008
  52. 52. 52 There is nowhere to hideThere is nowhere to hide http://www.youtube.com/watch?v=t8XxcOj3SeoFortune, Rey 2008
  53. 53. Monitor social media sites andMonitor social media sites and react in a timely fashionreact in a timely fashion 53Friedman 2009
  54. 54. Turning negative publicity into positive publicityTurning negative publicity into positive publicity 54http://www.youtube.com/watch?v=FZ1st1Vw2kY&feature=relatedhttp://www.youtube.com/watch?v=FZ1st1Vw2kY&feature=related EA GamesEA Games responds onresponds on YouTube to aYouTube to a user’suser’s accusation of aaccusation of a glitch in theirglitch in their game.game.
  55. 55. Who is responsible for social media?Who is responsible for social media? 55Friedman 2009
  56. 56. Requisite variety is ever increasing There is more turbulence – Socially, economically, environmentally, technologically. DesAutels 2008DesAutels 2008
  57. 57. 5757 PeoplePeople • Net generationNet generation • NeuroplasticityNeuroplasticity •New demandsNew demands TechnologyTechnology • Social software (Web 2.0)Social software (Web 2.0) • Broadband accessBroadband access • Mobile hardwareMobile hardware BusinessBusiness EnvironmentEnvironment • GlobalizationGlobalization • Pace ofPace of changechange • InformationInformation loadload Watch out! Forces converging….Watch out! Forces converging…. Mahaley 2008Mahaley 2008
  58. 58. 58 We digitized audio and video,We digitized audio and video, why can’t we just digitize,why can’t we just digitize, you know, Earth”you know, Earth” Philip RosedalePhilip Rosedale Chairman of the BoardChairman of the Board Linden LabLinden Lab
  59. 59. 59 “I think there’s a world market for maybe five computers.” Thomas Watson, Chairman of IBM, 1943 “There is no reason anyone would want a computer in their home.” Ken Olson, President, Chairman and Founder of Digital Equipment Corporation, 1977 “Heavier-than-air flying machines are impossible.” Lord Kelvin, President, Royal Society, 1895
  60. 60. 60 Thanks andThanks and see you in world!see you in world! Karinda RhodeKarinda Rhode aka Robin Teiglandaka Robin Teigland robin.teigland@hhs.serobin.teigland@hhs.se www.knowledgenetworking.orgwww.knowledgenetworking.org www.slideshare.net/eteiglandwww.slideshare.net/eteigland IIf you love knowledge, set it freef you love knowledge, set it free……
  61. 61. Sources and acknowledgementsSources and acknowledgements − Allen, JP, https://usffiles.usfca.edu:443/FacStaff/jpallen/www/5thingswithcustomersv3.pdfAllen, JP, https://usffiles.usfca.edu:443/FacStaff/jpallen/www/5thingswithcustomersv3.pdf (Accessed 24 April 2009).(Accessed 24 April 2009). − Chaffey, D. 2009.Chaffey, D. 2009. Benchmarking to improve your digital marketing strategy,Benchmarking to improve your digital marketing strategy, www.davechaffey.com/blog/.www.davechaffey.com/blog/. − Deloitte, 2008. 2008Deloitte, 2008. 2008 Tribalization of Business Study.Tribalization of Business Study. − DesAutels, P. 2008. The Multinational’s Nemesis, ICIS 2008.DesAutels, P. 2008. The Multinational’s Nemesis, ICIS 2008. − Di Gangi, P. 2008, The Content Web Sites, Co-Creation of Value: Exploring EngagementDi Gangi, P. 2008, The Content Web Sites, Co-Creation of Value: Exploring Engagement Behaviors in User-generated Content Web Sites, Colloquium at Florida State UniversityBehaviors in User-generated Content Web Sites, Colloquium at Florida State University College of BusinessCollege of Business − Friedman, J. 2009. Social media and MySpace case for Handelshögskolan,Friedman, J. 2009. Social media and MySpace case for Handelshögskolan, http://www.slideshare.net/joakimfriedman/social-media-and-myspace-case-for-http://www.slideshare.net/joakimfriedman/social-media-and-myspace-case-for- handelshgskolan-090428.handelshgskolan-090428. − Gurteen, D. Online Information 2007: KM goes Social,Gurteen, D. Online Information 2007: KM goes Social, http://www.slideshare.net/dgurteen/km-goes-social-194717http://www.slideshare.net/dgurteen/km-goes-social-194717 − Jobber, 2007. Principles & Practices of Marketing, Fifth Edition, McGraw-Hill. − Poole, IBM: Web 2.0 goes to work, http://www.slideshare.net/jward5519/ibm-web-2-0-Poole, IBM: Web 2.0 goes to work, http://www.slideshare.net/jward5519/ibm-web-2-0- goes-to-work-presentationgoes-to-work-presentation − Wesch, M. 2008 Anthropological introduction to YouTube.Wesch, M. 2008 Anthropological introduction to YouTube.  Acknowledgements − Allen, JP, University of San Francisco − Klaar, P., GE Healthcare − Mahaley, S., Duke Corporate Education − Fuller, R., Goh, S., Wasko, M., Florida State University, College of Business 61

×