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Social Media and Marketing: EVOLUTION or REVOLUTION   ?
Media Landscape
Source: Internet Advertising Bureau, 2004 Source: Darwin Day Conference, by Google Marketing has changed more…..
Product proliferation and availability means more choice for the buyer…….. Source: Strike up the Brands. McKinsey & Compan...
<ul><li>Today, media is fragmented </li></ul><ul><li>13,500 radio stations (4,400 in 1960) </li></ul><ul><li>17,300 magazi...
<ul><li>Video games </li></ul><ul><li>Email </li></ul><ul><li>XBox LIVE </li></ul><ul><li>Websites </li></ul><ul><li>IM </...
Digitization of Media Source: Darwin Day Conference, Google Old Media Mass Media Niche Media Reach New Media Mass Media Ni...
A radical change has occurred in the World of advertising and marketing “ ” Source:
Consumers are not listening anymore Interruptive marketing has seen it’s day Source:
The Audience is creating Source: IIR_M1805_Seaton.pdf
The Audience is selecting Time Shift technology Source: IIR_M1805_Seaton.pdf
The Audience  is changing Source: IIR_M1805_Seaton.pdf
As a result “ We are immune to advertising. Just forget it. ” “ You want us to pay? We want you to pay attention. ”  “  Th...
Media Scales Source:
Consumers control the online environment so brands need to think about facilitating user-created actions, not just user-ge...
The Consumer
The birth of  Generation C Control  Content Communicate Creativity Channel  Creative Class Community Connected Co-Creators...
Consumer Today Source:
Buys tickets online Checks scores Looks for information about Nascar games Reads up on  new cd  releases Reads his friend’...
<ul><ul><li>Social Media 1.0 </li></ul></ul>
1979 Usenet <ul><li>1998 -2004 </li></ul><ul><li>Blogs </li></ul><ul><ul><li>Podcast </li></ul></ul><ul><ul><ul><li>Wikis ...
Growth of social media
Social media  describes the  online  technologies and practices that people use to share opinions, insights, experiences, ...
They share one or more characteristics Participation Openness Conversation Community Connectedness
Getting from  me  to them
I post on blogs and BBS because I can express myself to millions of people at once. I like the rush, and I feel empowered....
I believe the bloggers and their ideas.  They are my friends and will tell me the truth, unlike advertisements. “ ” Source...
Digital experiences Design Centred Content Focus INTERACTIVITY Marketers>Experience>Conversation>Relationship>Affinity
The “ satisfaction effect ” Source:
The Evolution BROADCAST “ We tell you” Passive readers/audience Newspaper Magazines TV Big media buys for display advertis...
The Evolution INTERACTIVE “ Tell us what you think of what we tell you” Passive readers/audience Newspaper Magazines Web V...
The Evolution Social Media “ Tell each other” Passive readers/audience $ $ $ Smaller, targeted media buys for contextual a...
Engagement is all about  making it relevant to the consumer. “ ” James Speros, Chief marketing officer, Ernst & Young
People read particular magazines because of the life stages and events which currently involve them: from teenager to golf...
The editorial/reader relationship is a one-to-one conversation, and in time it creates a bond of trust, of belief, expecta...
Attention Engagement The new paradigm
Different levels of engagement Identification Most basic level of  engagement Having sense of shared values  and common ex...
Summary  a) Media Landscape:  - Advertising Environment - Marketing Environment - Long Tail b) The Consumer: - Generation ...
Methodology Social Media Content Analysis Discourse Analysis Interviews Case Study
Why am I interested? <ul><li>Hype  </li></ul><ul><li>Understanding, turning it to a power tool </li></ul><ul><li>Future of...
Research Questions (1)  How can the effectiveness of the advertising budget in traditional media be held accountable?   (2...
Thank You This is a standalone presentation!  This is social media!
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