Social Media Marketing: Understanding Conversations, Campaigns, and Communities in the Digital Age
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The document discusses the rise of social media and its importance for marketing and communication. It notes that social media allows for many-to-many conversations online through tools like blogs, social networks, videos and wikis. Examples are given of how companies have successfully used social media for marketing purposes, such as Obama's presidential campaign and how Burberry engaged customers through social media. The document advocates for the use of social media in marketing to engage customers and hear their needs and ideas.
![What is social media? ,[object Object],05.04.2011 Social Media Marketing „ Social media is people having conversations online“ Social Media is a conversation supported by online tools Before Now](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Social Media Marketing: Understanding Conversations, Campaigns, and Communities in the Digital Age
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Notas del editor
- Social Media can take many different forms, including text, images, audio and video. These sites typically use technologies such as blogs, message, boards, podcasts, wikis to allow users to interact People want companies to open so people can really see them Conversations will start without you initiating them Once companies realize that they will be much better off The rules of social media: participation, connections, conversation, community == listen to the market place
- Social media describes the online tecnologies and practices that people use to share opitnions, insights, experiencies, prespectives and media itself.
- But the Obama team realised that online social networking made such physical fundraisers redundant; and it also realised that a much better point of entry wasn’t $2,300 but less than one-tenth of that: $200. It transformed its website into a social networking zone, and its appeal to the young made this strategy viral. Last month’s $31m haul – almost all of it accrued online – is all the more impressive when you discover that 94% of it came in sums of $200 or less. A million little donors became the model. One of the men Obama hired to set up this new effort certainly knew what he was doing: Chris Hughes is a co-founder of Facebook. When you hear Hillary Clinton call Obama an elitist, the flood of small donations is worth remembering. Obama’s campaign has in fact been the least elitist and most democratic fundraising operation in the history of American politics. He has more than 1.5m individual donors, who come with their own e-mail address books and social networks. And since most have not donated anything like the maximum amount, he doesn’t just have a list of names to thank; he has a huge list of names to ask for more. This is a money machine unlike any other.
- Telekom verramscht iPhone 4 bei FacebookWer auf der “Telekom hilft”-Fanpage am 6. April ab 10.00 Uhr auf die Service-Seite "Telekom-hilft" klickt, hat die Möglichkeit, sich eines von insgesamt 4.000 generalüberholten iPhone-4-Modellen zu sichern. Das Angebot gilt bei Abschluss eines Neuvertrags in den Tarifen Complete Mobil M, L und XL und richtet sich ausschließlich an Fans der Seite. Der Konzern schreibt auf der Fanpage selbst: “Wir konnten uns für unsere Facebook-Fans 4.000 generalüberholte iPhone 4 in geprüfter Wie-Neu-Qualität sichern – 2.000 in der 16-GB-Variante und nochmals 2.000 in der 32-GB-Variante.” Die Ware kommt nach eigenen Angaben gereinigt, mit kompletter Ausstattung und einer 12-Monats-Garantie durch die Telekom.Bei den iPhone-4-Modellen handelt es sich laut Telekom um Geräte, die von Kunden innerhalb der Rückgabefrist zurückgebracht wurden. Wer Glück hat, erwischt ein komplett unbenutztes Gerät.
- Take the example of Burberry, a high-end fashion chain that initially seems impervious to social media’s “of the people” approach to building fan bases and ultimately, business. The company’s “Art of the Trench” campaign , however, capitalized on the recent trend in blogs that feature street-style photography. While many designers and retailers had already taken their businesses to Twitter, Burberry was the first major fashion company to create a social media empire of its own. Burberry’s facebook page received 7.5 million views and with over 1 million fans, the company’s same store sales increased by ten percent after the campaign. For a company that has been selling the same thing and marketing the same “look” for years, this was surely a coup. They had no new product to sell and were advertising the same trench coat that made them famous decades ago. Through the use of a social networking fashion blog via facebook, Burberry drew in a new demographic and a new generations of shoppers, simply by making use of what made facebook cool: They allowed their fans to “like” items, leave comments, and “share” photos, ultimately making their consumers feel powerful and drawing them in. ROI in this case is undeniable, as shown by the company’s growth over the last year.
- An excellent charity application which creates a link between your social network and your www.socialvibe.com account! Social Vibe utilizes corporate sponsors, who donate money to your chosen charity recipient based upon the number of points that you generate daily on their site. Of course, you utilize their advertisements on your profile which announces that they are sponsoring your charity, so they are achieving some marketing goals from your participation. While the numbers are not clear to me yet as to how much is being donated, I definitely put this application high on the list based upon the credibility of the site and sponsors. I will also update donation information as it becomes available to me.
- iRipple - Ripple is a way of donating to a charity without spending any of your own money as well.(based upon their website ripple.org) Using PPC campaigns, it allows users to click on an advertisement, and then donates the proceeds from the advertisement to one of four charities. PPC campaigns have, on average, an extremely small payout. Most PPC campaigns average less than $.25, even as small as $.01 as a payout.(Two of the four charities are not found at charitynavigator.org) However, the application, and the parent website, have a lot of positive feedback from their users!