BI International office: june 17 th. 2010. ”Sosial media –a hype or an important marketing channel”

Høyskolelektor Cecilie Staude, Institutt for markedsføring, Handelshøyskolen BI

Internet and social media changes the premises of influence

Behavior Changes-More channels and platforms are used-Companies no longer have a monopoly on information-Tranparancy

Users and customers have had power back

What is social media ?

Dialog +sharing - information gathering

- Participation

Norwegian users in social media

• Facebook: 2.191.000• Nettby: 803.233• Reg. blogger: 453.500• Biip: 433.500• Linkedin: 223.000• Origo: 146.546• Twitter : 106.028

• Kilde: Halogen 2010, samlet tall fra forskjellige kilder overantallet norske brukere i sosiale medier

The users in social media - characteristics•A clear distinction:

• Facebook-users : Socialization and entertainment • Twitter/linkedIn-users: networking, information gathering and sharing

• Kilde: Anders Husa (2010) Master Thesis: Norske brukeres holdning til interaksjon med bedrifter i sosiale medier

Guidelines - social media

Be credible: Acting precise, fair, thorough and transparent

Be consistent: Encourage constructive criticism and discussions. Be excellent and professional at all times

Listen and share: When you receive valuable knowledge, expertise and insight, share it where appropriate.

Be integrated: Coordinate activities and communication on the web of activities and communication on other platforms

Act as an ambassador for your business, be neat about your role and position in the business

• 2.2 millioner norwegians • 41 percent av norwegians use Facebook every day

• Major social community on internet

• Kilde TNS gallup april 2010

How companies use social media

•Monitoring• Product launches •Brand building •Customer services/relations

• Surveys • Recruitment

• Kilde: Dataforeningens undersøkelse om ”Norske virksomheters bruk av sosiale medier”, april 2010

Free monitoring tools (RSS and e-mail)

Product launches

•Social media effective to attrack new customers

•Seeding programs - word of mouth

• Kilde: Libai, Muller and Peres 2010; Sources of social value in word of mouth programs, Marketing Science Institute. working papers 2010

Opinion leaders - ”Word Of Mouth” (WOM)

100 cars to known and unknown bloggers ..

Kilde: Tegler, Erik (2009) “Ford Counting on Army of 100 bloggers to launch Ford Fiesta, Advertising Age, april 2010

Brand Building – blogg

Companies without Blogg Companies with Blogg

Kilde: HubSpot's Inbound Internet Marketing Blog 2010.

Trafikk på hjemmesiden

Customers service and dialog

• Social CRM:• Customers based networks• Invite to dialog• Get feedback • Use information to build and reinforce

customers lojalty

Kilder: Magnus Finseth Sørdal (2010), “Discovering Social Media – an Exploratory Study”, Itol media; CRM 1 to 1 in Action: Measuring the returns of Social Media (2010)