Blogpost (Digital Marketing)

12/28/18

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Social Media Marketing: Past, present and future

MKTG1415/1427: Seminar 2 Presented by Torgeir Aleti

Internet Timeline:

Internet Timeline

• A brief history of the internet and Web 2.0

• See Hobbes’ Internet Timeline • Archive-name: Hobbes' Internet Timeline

Version: 8.2

• Archive-location: http://www.zakon.org/robert/internet/ timeline/

1980s: Newspapers online?

https://www.youtube.com/watch?v=X84muuaySVQ

Internet Timeline

• 1990 • First website (http://info.cern.ch) • First internet service provider – The World

(http://world.std.com)

• 1993 • CERN (European Organisation for Nuclear Research)

announces that the www would be free for anyone • US Whitehouse comes online • First commercial websites appear

• 1994 • First commercial spam

• Canter & Siegel law firm “Green Card lottery” • Feb 1995: Commercial spamming on behalf of clients –

Cybersell – sell.com

First banner ad sold on hotwired.com on 25 October 1994 (www.mashable.com/2013/08/09/first- banner-ad/) Alcopop or AT&T?

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Internet Timeline: 1994

• Jerry Yang & David Filo: • Jerry and David’s Guide to the World Wide Web (January) • Yet Another Hierarchical Officious Oracle (April)

Internet Timeline: 1995

Internet Timeline: 1998 Internet Timeline: 2001

Internet Timeline: 2004 What is Web 2.0? • A buzz-word! • Interaction – an attitude • A perceived second-generation of

web-based communities and services that facilitate collaboration and sharing between users • Consistent with Tim Berners-Lee’s

vision

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What is Web 2.0?

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an “architecture of participation,” and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.” Tim O’Reilly, O’Reilly Media, 2004

Web 2.0 is fundamentally about…

• User-generated content

• Marketing: “CGM” – “Consumer-generated media”

• “Social Media”!

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Top web sites

• http://www.alexa.com/topsites Social Media

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What is “Social Media”?

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https://w w w.youtube.com /watch?v=likKsLON2rM

Socialnom ics: How Social M edia Transform s the Way We Live and Do Business By Erik Q ualm an. $2.5 m illion copies sold worldw ide in 8 languages.

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Social media adoption by business

• A study by University of Massachusetts Dartmouth (2015) found that:

• Over the last 8 years, the fastest growing private US companies (inc.500) outpacing the revenue-based Fortune 500 in their use of social media. • The adoption curves for different social media differs:

• E.g. Inc. 500 were outpacing the revenue-based Fortune 500 in their use of blogs.

• Source: https://www.umassd.edu/cmr/social-media- research/2018-inc-500/

Some applications

• Wikis – editable websites • Collaboration (Assume all people are good/equal;

http://www.wired.com/2015/03/wikipedia-sexism/)

• Blogs (“web log”) – website with entries made and displayed in reverse chronological order

• Text, images, links, media • Interactive comments

• Microblogs – e.g. Twitter • Social software – collaborative applications

• An online community – connections, collaboration, social

• Instant messaging, Facebook, YouTube, W hatsApp, virtual worlds

Classification of SM platforms by their purpose

Tuten & Solomon, 2018

Social Community & Social Publishing

§ Publishing: – Channels focused on dissemination

of content – Vehicles include blogs,

microblogging sites, media sharing sites, wikis etc.

§ Com m unity:

– Channels of social m edia focused on relationship building and m aintenance am ong people sharing com m on interests / identity

– Vehicles include social netw orking sites, m essage boards and forum s

Social Commerce & Social Entertainment

§ Entertainment: – Channels focused on entertainment – Vehicles include gaming sites, virtual

worlds and entertainment communities

§ Com m erce:

– Channels of social m edia focused on facilitating com m ercial transactions

– Vehicles include review & rating sites, deal sharing sites etc.

Kaplan & Haenlein (2010), Classification of Social Media by Social Presence/Media Richness and Self-presentation/Self-disclosure

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Learnings from early “travellers” in SM

1. Challenge old ways of thinking on community engagement

2. Unify and embed 3. The move to strategy 4. Not free, resource heavy

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KPMG (2011)

Challenge old ways of thinking on community engagement

• It’s the consumers’ space, so use their language and communication • Use personal, rather than formal

business language • Immediate, 24/7 availability • This is no place for press releases and

corporate websites

KPMG (2011)

Unify and embed

• Develop a consistent voice • Consider using internal social

networks to connect staff • Importance of employee training The move to strategy • Often top-level strategy is driven

from below, rather than top-down

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KPMG (2011)

Not free, resource heavy • SM is resource-intensive • Requires far more input and effort

than most organisations anticipate • 24/7 expectations of customers is

changing business practice

KPMG (2011)

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Advice for companies using social media

• Using media 1. Choose carefully 2. Pick the application, or make

your own 3. Ensure activity alignment 4. Media plan integration 5. Access for all

29 Kaplan & Haenlein (2010)

Advice for companies using social media • Being social

1. Be active – take the lead, create relationships 2. Be interesting – listen, and enable others to contribute 3. Be humble – learn how to use the platform 4. Be unprofessional – be personal and fun 5. Be honest – e.g. wikipedia ≠ advertising

30 Kaplan & Haenlein (2010)

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“Keep it Simple and Shareable”

• Circles represent when social consumers are active online, columns represent when brands post on Facebook

32Source: Buddy Media, “Strategies for Effective Wall Posts: A Timeline Analysis”, Sept 2012.http://socialmediatoday.com/gonzogonzo/1695916/content-marketing-kiss-keep-it-significant-and-shareable

https://www.youtube.com/ watch?time_continue=2&v= hgWie9dnssU

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