Social Media & Marketing: Online advertising and networking Alex Wong

Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other (Wikipedia 2007) [ Recap ] What is social media?

They share one or more characteristics Participation Openness Conversation Community Connectedness [ Recap ]

Source: Future Exploration Network, 2005

Social Media’s elements NetworksWord of Mouth Interactivity [ Interconnected ] Web 2.0 World

6 Dimensions of Interactivity Interactivity is one of the important elements in advertising studies as it has been used as a measurement of advertising effectiveness of the internet  User control  Responsiveness  Real time interactions  Connectedness  Personalization/ customization  Playfulness

Evolution of E-Business

Australian Population: Media Consumption Data : Roy Morgan April – March 2007

Total Online Market by Qtr $69M $94M $106M $119M $118M $145M $167M $190M $195M $226M $263M $317M Source: NineMSN, 2007 CategoryQ2 FY 07Q/QGrowthY/YGrowth General91,500,000 ?17.3%?47.6% Classifieds89,000,000 ?9.9%?48.3% Search & Directories136,500,000 ?31.3%?100.7% Total317,000,000 ?20.5%?66.8% Growth by Category (Qtr) Category1 H FY 07H/HGrowthY/YGrowth General169,500,000 ?27.0%?48.7% Classifieds170,000,000 ?31.8%?49.1% Search & Directories240,500,000 ?51.7%?86.4% Total580,000,000 ?37.8%?62.5% Growth by Category (Half) CategoryQ2 FY 07Q/QGrowthY/YGrowth General91,500,000 ?17.3%?47.6% Classifieds89,000,000 ?9.9%?48.3% Search & Directories136,500,000 ?31.3%?100.7% Total317,000,000 ?20.5%?66.8% Growth by Category (Qtr) Category1 H FY 07H/HGrowthY/YGrowth General169,500,000 ?27.0%?48.7% Classifieds170,000,000 ?31.8%?49.1% Search & Directories240,500,000 ?51.7%?86.4% Total580,000,000 ?37.8%?62.5% Growth by Category (Half)

Roy Morgan Single Source Report Apr06 – Mar07 Australian Population 14yrs+ media consumption in the last 4 weeks

Changes in heavy media consumption amongst the Australian population 14yrs+ Roy Morgan Single Source Report Apr06 – Mar07

What is social networking?

Social Networks is the ground for social capital What is a network?  Nodes (actors)  Ties (relationships) Nodes (actors) Nodes (actors) Relationship Relationships “A network is a set of relationships critical to your ability to get things done” Nodes (actors)

Network Properties  Structure - Size, Density, Redundancy  Composition  Focus “The shape of your network determines your access to information, resources, opportunities, and support”.

A SOCIAL NETWORK is a map of the relationships between individuals, organizations and other relevant NODES indicating the ways in which they are connected by financial, social or professional LINKS.

The Long Tail Who needs megahits?

In the past

Ratings of Top TV shows

Where are they all going?

A powerlaw

Shown another way

The Missing Market

CONTROL

The “momentum” effect Traditional marketing: Social marketing:

Non-linear by nature Size = Incidence (# of people doing activity) “Each Interaction is an Impression” Visit Brand Custom Community View Download (in brand’s community) Receive Brand Pass Along Pass Along Use on Own Page View Download (on user’s page)

Social Networks – best for making meaningful connections

In short…… Is all about the consumer

EXPERIENCE CONVENIENCE RELATIONSHIP PERSONALISATION

KHO THƯ VIỆN TÀI LIỆU SEO/SEM/SMM/SMO của DICHVUSEO.COM – THIETKEWEB.VN Tài liệu sưu tầm của LIÊN HỆ dich vu seo và Thiet ke websitedich vu seoThiet ke website GỌI ĐIỆN TƯ VẤN THIẾT KẾ WEB và LÀM SEO MIỄN PHÍ 24/24 Nhung : Huyền : HOẶC XEM CÁC GÓI SEO SAU : GÓI SEO CƠ BẢN GÓI SEO GIÁ RẺ SEO CAM KẾT TOP 10 SEO BẢN ĐỒ GOOGLE ĐÀO TẠO SEO