The relation between web 2.0 / Social media and MarCom / PR. Why marketing communications experts have to use online integrated marketing tools. What might happen if they only spend their efforts to offline marketing processes.

1. MarCom Has Changed Its Profile Picture
The Role of Web 2.0 in Marketing Practices
Burçak ÇELEBİ Research Paper Presentation

2. Introduction
Burçak ÇELEBİ Research Paper Presentation
Brand strategies have been undergoing significant transformation due to
the internet (Hoffman).
The dynamics of business as usual have changed so dramatically,
management has lost its traditional chain of command control of
messengers and messages. (Marken).
Marketing Communications (MarCOM)
Brand
Messages
Journalists
Gatekeepers
Opinion Leaders
Media
Target
Audience
Brand Awareness
Brand perceptions
Purchase Decisions
SOCIAL MEDIA CHANGED
In the early days of the internet, it was not unusual for brand managers
to replicate offline marketing efforts on the internet (Meyers &
Gerstman).
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3. • The monologue has changed to dialogue .
• Journalists are becoming bloggers.
• The bloggers are becoming famous.
• Ordinary people can become gatekeepers or
new influencers.
• Brands are following them.
Burçak ÇELEBİ Research Paper Presentation
Evolution of New Media
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Social media is empowering people

4. Internet was the newest, fastest and most fun tool to learn
about facts and to get informed by controlled messages and
the tool for personal communication needs like sending e-
mails or some other documents.
Burçak ÇELEBİ Research Paper Presentation
Web 1.0 or Web 2.0
Philosophical
Technical
Communicational
Other
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Approaches About the Change on Online Media

5. Web 2.0 is a collection of open-
source, interactive and user-
controlled online applications
expanding the experiences,
knowledge and market power of
the users as participants in
business and social processes.
Web 2.0 applications support the
creation of informal users'
networks facilitating the flow of
ideas and knowledge by allowing
the efficient generation,
dissemination, sharing and
editing/refining of informational
content. (Constantinides).
The real start for democratic content
and shift in the role people play was
created by the most common
microbloging site Twitter.
People answer to the question
“what’s happening?”
There are more than 80 mil. users.
Blogs are in past simple –
Microblogs
are present continous tense.
Burçak ÇELEBİ Research Paper Presentation
Web 2.0 and Social Media
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6. Scope of Social Media
Social Media is an umbrella phrase for blogs, microblogs, social news sites,
bookmarking sites, virtual worlds, social networking sites, wikis, community
review sites, location based services, forums and opinion sites.
Burçak ÇELEBİ Research Paper Presentation6

7. Ad network tracking programs trace the pattern of Web site and Web
page visits to segment users based on their online behavior. That
information is then used to serve highly relevant ads to a segment of
users who are likely to be interested in the product. (Tuten)
Target Audience in Social Media
There are more than 400,000 social media sites
- Everyones’ interest like Facebook, Twitter or Myspace
- For photography lovers like Flickr or Picasa
- Sites for homosexual company
- Guinea pig lovers.
Burçak ÇELEBİ Research Paper Presentation7
EX:
Targeted Marketing Reduce of Cost

8. Target Audience in Social Media
Social communities are hierarchical with some users gaining
positions of authority and power. These powerful users are
known as influencers. Influencers have long been a subject of
interest in marketing. (Tuten)
Generally bloggers first aim is not to get paid but to
become influencers.
Motivating factors:
connecting with peers,
achieving a certain level of fame, notoriety, or prestige,
the desire to express oneself.
Burçak ÇELEBİ Research Paper Presentation8
Blogging is not difficult. Blogging for 5 to 15 hours a
week might make you famous.

9. Controling Messages
The new model of PR looks like this:
PR Traditional Media Customers
PR New Influencers Customers
PR Customers
Customers  PR
(Solis & Breakenridge)
ROI
There are billions of reasons for the
interest beyond being the most direct
means of reaching most likely
customers. It’s also the most undiluted,
most direct and most cost-effective
means of learning about customers
(Likely, Rockland and Weiner )
Burçak ÇELEBİ Research Paper Presentation9
Expectations…
There are no secrets. The networked market knows more than
companies do about their own products. And whether the news is good
or bad, they tell everyone. (Levine).
Fear…

10. Burçak ÇELEBİ Research Paper Presentation10
Conclusion
The Internets’ last evolution was the
growing family of Web 2.0 and its’ product
social media.
People who use this medium now have the
opportunity to talk about everything they
desire.
Companies have to follow and answer the questions which
appear on this new platform.
This new applications and foundations are available to use for
one-to-one, one-to-many, interactive and all other creative
ways of marketing and public relation practices.