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Social Media & Social Marketing. The Power of Conversations

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American University of Beirut
American University of Beirut

Presented at the Social Marketing course, Lugano, October 13, 2008. Social Media could be used for promoting social marketing campaigns. In the Web 2.0 it is important to understand WHAT tools use and HOW use them for reaching important goals. What about behavior change? There are lots of opportunities for research out there.

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Social Media & Social Marketing The Power of Conversations
A quick poll, before getting started! • Blog personal/corporate • Tagging • Bookmarking • Photo Sharing • Skype or IM • Wiki • RSS • Web video / vlog • Social Networking • Mash-ups • Second Life
Social Media, Web 2.0, Blogs, Blogosphere, Social Networks, Wikis... What is this all about?
http://flickr.com/photos/oceanflynn/315385916/
http://flickr.com/photos/psd/1805709102/
Still Feeling A Bit Confused? http://flickr.com/photos/9119028@N05/591163479/
http://xkcd.com/256/
A definition of Social Media & the Web 2.0...
The Web 2.0 could be defined as 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. Constantinides & Fountain, 2008 Social media are the social aspects of the web 2.0 applications: participation, openness, conversation, community and connectedness. SpannerWorks, 2007
Web 1.0 vs. Web 2.0
http://flickr.com/photos/lafabriquedeblogs/1193780745/ http://flickr.com/photos/popoever/234877734/
Basically it’s all about conversations... http://www.cluetrain.com/book/95-theses.html
The Social Media Landscape
http://flickr.com/photos/briansolis/2735401175/
http://flickr.com/photos/fredcavazza/2564571564/
Could Social Media Be Used for Social Marketing Campaigns?
Let’s have a look at some examples...
Substance Abuse (Anti-Drug, Smoking)
Social Marketers should take into account but not be afraid of side- or boomerang effects of the Internet.
Hand Washing
HIV-AIDS
Physical Activity
Recycling
Could Social Media be Effectively used for Social Marketing campaigns?
It is possibile to increase the audience reach through the web... When I go online I “talk” YouTube, MySpace, to my friends about Facebook, Xanga, Flickr, different things, and also about my ideas, Digg, StumbleUpon are perspectives, opinions, all media that could be etc... So it makes sense to used for extending the think of the Internet as a campaing and spreading place where real messages. conversations take place.
what do YOU think?

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