2. Social Media = Engaged customers ?
Karel Jan Alsem, Professor in Marketing
Pieter Hoogendoorn, Lecturer in Marketing ?

3. Role social media from a marketing perspective
In the past
Now
WORD OF MOUTH!

4. Strategic ‘use’ of social media
Stimulate ambassadorship
Among customers
Among employees
‘Viral marketing’!
Create experiences

5. Direct use of social media
Use social media yourself as additional communication channel
Listen to what customers tell about you
Free source of marketing research data!
This research is about direct use

6. Our questions What do smaller companies do on social media?
How do customers respond on companies posts?
What are the brand effects?
For practical reasons: focus on Facebook only

7. Social media engagement
Our model
…in the real world
….on social media
Campaign
Real world effects
Social media engagement
Fanpage
Posts
fans
likes
comments
shares
opinions
loyality
buyers
advocates

8. Putting Facebook posts into categories
2. New Product Announcement
(here: a new software package)
Category information
(here: information on healthy food)

9. Putting Facebook posts into categories
3. User generated content
(here: picture by customers)
4. Call for reaction
(here: invite readers to give opinions)
5. Promotions

10. Outcomes
Campaign

11. Social media engagement
Outcomes
Social media engagement
Posts with User Generated Content  more response.
10% more USG-posts  3% more response

12. Outcomes Real world effects
84 % of the fans have/buy the product, so 16% do not!
92% of the fans recommend the product to others

13. Recommendations Stimulate ambassadors among customers and employees
Especially fans of small & medium companies are more active
Use social media in a really ‘social (marketing)way’: focus on user generated content
Facebook can be a good tool for SME’s to build relations with clients

14. Example

16. Good luck with branding your organization!
If you
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tweet using #OUP14 !!
Good luck with branding your organization!