social media - Haaga
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Transcript social media - Haaga
SOCIAL MEDIA
Matti Helelä, Senior Lecturer
Suvi Kalela, Senior Lecturer
HAAGA-HELIA University of Applied Sciences
BRAND CO-CREATION
(© 2009 Matti Helelä)
Think about co-creating the brand
With stakeholders hand in hand
Redefining the organization's mission
Based on a new realistic vision
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SOCIAL MEDIA REVOLUTION
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MARKETING BEYOND CONTROL
Fans, freaks, fakes and we others – marketing beyond
control
(Alf Rehn 2010)
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CHATTER
“There is no manager more powerful than
consumption, nor, as a result, any factor more powerful
– albeit indirect – in production than the chatter of
individuals in their idle hours.”
Gabriel Tarde (1843–1904)
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SOCIAL MEDIA
Electronic media where participants can produce,
publish, control, critique, rank, and interact with oneline
content.
Social networks, blogs, micro-blogs, video sharing,
bookmarking applications, wikis, forums, opinion sites.
(Giannini, G. 2009)
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SOCIAL NETWORK
A Web-based community designed to promote
interaction, discussion, and sharing of content among
its users.
Facebook, MySpace, etc.
(Giannini, G. 2009)
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TARDE AND WORD OF MOUTH
Small is big
(Alf Rehn 2010)
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OK GO
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Embedding allowed (against the principles of EMI)
SHOULD THE COMPANIES BE INVOLVED?
Fear of not being involved, when you should be
Fear of being involved with nonsense, if you are there
(Alf Rehn 2010)
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WHAT
IS
SOCIAL
MEDIA
GOOD
FOR?
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SOCIAL MEDIA BRAND
“Social media can strengthen the brand if it is strong in
the first place.”
(Titus Arce 2010)
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WORD OF MOUTH
Average person: 114 discussions daily
Opinion leaders: 155 discussions
15% of discussions include commercial topics
60% of all adults regularly share their opinions about
products and services with friends and family
(Mikko Siukosaari 2010 / Drum Communications Inc.)
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WOM VS VOM MARKETING
Word of Mouth = Customers or potential customers
discussing (about the brand) face to face, over the
phone or on the Internet
WOM marketing = systematic influence on WOM
(Mikko Siukosaari 2010 / Drum Communications Inc.)
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NATURAL OR BOUGHT WOM
Natural WOM
Bought WOM
Based on compensation
(Mikko Siukosaari 2010 / Drum Communications Inc.)
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WHAT DOES THE CUSTOMER WANT?
To be heard
Interaction
High-quality information
Transparency and confidence
Express their own opinion about products and services
offered
(Nieto Churruca and Rouhiainen 2010, 138)
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NOT SO DIFFICULT
Do more than you promise
Start by promising less
Be honest
Don’t insist, don’t explain, and, above all, don’t lie (even a bit)
Be bold
Do something unusual, even once a year
(Mikko Siukosaari 2010/ Drum Communications Inc.)
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DO THIS
Ask for help
People will help you for free
Ask for opinions
People will explain for free
Participate in the discussion
Reply when asked
Participate when they talk
Clarify where, who and what
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(Mikko Siukosaari 2010 / Drum Communications Inc.)
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IMPORTANT
In the past: Technology (steam engine / social media)
Cultural change
Now: Cultural change Technology
Example: Artek is interested in people’s stories
(Alf Rehn 2010)
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EVERYONE HAS A WORD
Every consumer is a critic (“This is how I was treated”)
The company can no longer control its marketing
communications
Involve people Stories Atmosphere of caring
(Alf Rehn 2010)
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SOCIAL MEDIA AFFECTS HOW PEOPLE
BEHAVE
(1) People feel responsible for giving each other
information about the pros and cons of services
They expect company response to their ideas and
feedback
(2) Nothing remains secret
The slightest doubt is checked and the information
spreads
(Tuomas Teinilä 2010)
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SOCIAL MEDIA AFFECTS HOW PEOPLE
BEHAVE
(3) Social media is the CRM of service companies
Social media follow-up, response and genuine
communication with people is marketing to existing and
potential customers
Using social media in product development and
measuring its success
(4) Anything social must be open
(Tuomas Teinilä 2010)
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CHANGES IN CONTACTING
(1) Bought media
The role of paid information search channels is growing
(2) Company’s own media
Integration of customer-relationship and mass marketing
(3) Partner media
Co-branding
Sharing communities
(4) Earned media
Content produced by consumers and experts
Like a thermometer, not an advertising channel listening to and
learning from the consumer (crowd sourcing)
(Jani Halme 2010)
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REVIEW SOCIETY
What do people write about your company and brand?
What does the community say about your company and
brand?
(Alf Rehn)
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MEANINGFUL WORD OF MOUTH
They (the public) define us, we don’t define them
(Alf Rehn)
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MACHO MARKETING
Technology rules
Macho garbage
The logic is “The biggest is the best”
winning, positioning, market share, penetration
(Alf Rehn)
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FEMINIZATION OF STRATEGY
Caring (as opposed to controlling)
Understanding the customers’ wishes and desires
Aiming at partnership
Allowing
Softer strategy
Example:
EMI wanted to control the content
OK Go had a softer, caring approach
(Alf Rehn)
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FROM MANAGEMENT TO FANAGEMENT
Make it easy to be a fan
People want to be fans
Give the fans the tools to be a fan
The fan becomes meaningful to your brand
(Alf Rehn)
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LADY GAGA
Involve the fans in the creation of promotional material
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BAKED IN
Involving the fans in product/brand development
(Alf Rehn)
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TRANSPARENCY
No censorship
Creates trust
The fans may respond and defend the
company/brand: the fans are a resource
(Alf Rehn)
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LIVE WITH THE FANS
Engage
Equip
Exit
(Alf Rehn)
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Visit Finland as the Challenger Brand of Travel
Marketing
Jaakko Lehtonen
Director General, Finnish Tourist Board
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THE FOUR CS
Creative
Technologically,
academically and culturally
attractive; architecture and
design; with a touch of
creative madness
Contrasting
Credible
Cool
Seasons, east/west,
Efficient
Nice, happening,
cold/warm, midnight
infrastructure,
trendy, and refreshingly crisp .
sun/winter darkness,
services, safety and
sauna/ice swimming .
security, and
technology.
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SAMPLES OF PROMOTIONAL CAMPAIGNS
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FINLAND
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ENGAGE
Weston Hotel beds
Other hotel fish bowls / aquariums
Small things matter
(Alf Rehn)
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EQUIP
Give your fans the tools to create their stories
(Alf Rehn)
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EXIT
Step out of the control
Be brave
Leave the communication where it happens anyway
Don’t be afraid of what the fans are saying
(Alf Rehn)
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LOVING THE FREAKS
Fan book in Facebook?
Creating a page for anti fans?
The chance to hate the company
Who hates and who defends the company?
Should the fans create the fan book?
Involve the freaks
(Alf Rehn)
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MULTICHANNEL WORD OF MOUTH
Cultural change Many channels
Fans’ channel
Anti fans’ channel
The channel is a medium of its own, with its own
genuine culture
(Alf Rehn)
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CHIEF CULTURAL OFFICER
Marketing manager Chief Cultural Officer
(Alf Rehn)
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IMPORTANT
The time of control is over Create a new world
Involve (Lady GaGa)
Feminize your strategy
These are the keys to success.
Enable the communication
Make it possible to be a fan
(Alf Rehn)
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SELF-SEGMENTATION
Customers segment themselves into communities,
based on
Common characteristics
Passions
Interests
Needs
Listen direct insights, product development
guidance, shortcomings
Participate in brand and other conversations
(Nick Wreden)
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PROSUMER
Consumer Prosumer
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FROM HOMO SAPIENS TO HOMO
CONNECTUS
(Teemu Arina)
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(Teemu Arina)
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FUTURE LEARNING
In interaction
Knowledge is not power
Sharing the knowledge is power
(Teemu Arina)
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COLLABORATIVE CO-CREATION
(Teemu Arina)
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INTERACTIVE VALUE CREATION
Complex value creation is not
possible without interaction
(Esko Kilpi)
Products are discussions.
(Teemu Arina)
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SOCIAL MEDIA
(©2010 Matti Helelä)
I have an idea
Of the social media
It’s collaboration
For interactive value creation
Sharing knowledge is power
Instead of holding the tower
Involve your fans
To build your brand
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REDES SOCIALES
(©2010 Matti Helelä)
En las redes sociales
Las interacciones virtuales
Son colaboración
Para crear valor
Información no es poder
El compartirla lo es
Activa a los fans a construir
La marca para subir
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Social Business Plan in Seven Phases
Listen
Identify the audience
Select channels
Define objectives
Prepare contents
Participate
Analyse the results
(Global Marketing Strategies 2011)
= Where are we?
}
} = Where to go?
}
] = How to get there?
]
= How to improve?
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Participate
Listen
Converse
Create value
Motivate
Create community
(Global Marketing Strategies 2011)
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HOW TO EDUCATE FUTURE TEACHERS?
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CO-CREATE THE BRAND WITH YOUR FANS
(© 2009 Matti Helelä)
Target audience activation
Is the main consideration
Inspire the fans to live the brand
Creating it with you hand in hand
The brand is created in the customer’s mind
Business is the right kind
When you live the brand in everyday life
And the brand is truthful in the customer’s eyes
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SOURCES
Arina, Teemu 2010. tarina.blogging.fi.
Giannini, T. 2009. Marketing Public Relations. A Marketer’s Approach to Public Relations and Social Media. Pearson
Education, Inc. Upper Saddle River, N.J.
Global Marketing Strategies 2011. La Web de Empresa. http://www.webempresa20.com
Halme Jani 2010. Kuinka kuokuttaa ja ylittää tehokkkaasti rajoja sosiaalisessa mediassa? Slide show at the Tehosekotin
digital marketing seminar organised by ASML, the Finnish Direct Marketing Association, 21 September 2010.
Helelä ,Matti 2010. Senior Lecturer. Haaga-Helia University of Applied Sciences.
Kalela, Suvi 2010. Senior Lecturer. Haaga-Helia University of Applied Sciences.
Kauhanen, Tuula 2009. Senior Lecturer. Haaga-Helia University of Applied Sciences.
MarketingSherpa 2010. Social Media Marketing Benchmark Survey, Nov. 2009.
Nieto Churruca, Ana and Rouhiainen Lasse. La Web de Empresa 2.0. Guía práctica para atraer visitas y conseguir clientes.
Glogal Marketing Strategies, Madrid.
Rehn, Alf 2010. www.alfrehn.com.
Siukosaari, Mikko 2010 / Drum Communications Inc.
Teinilä Tuomas. Service 2020. Slide show.
Wreden, Nick 2009. The Promise of “Self-segmentation”. http://www.strategy-business.com/article/00004?gko=1d7b1.
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THANK YOU
Gracias
Danke
Kiitos
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