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Stijn Poffé - The use of Social Media for a Marketing Manager

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FACULTEIT ECONOMIE EN BEDRIJFSWETENSCHAPPEN KATHOLIEKE UNIVERSITEIT LEUVEN The use of Social Media for a Marketing Manager Hypothesis Generation Stijn Poffé Applied Economics Promoter: Prof. dr. P. François Work Leader: Bart Claus 2009-2010 Table of content 1 Introduction 2 Types of Social Media 2.1 Social network sites 2.1.1 Pure socially 2.1.2 Professional 2.1.3 Microblogging 2.2 Video sharing 2.3 Photo sharing 2.4 Social bookmarking 2.5 Blogs 2.6 Forums 2.7 User generated content/ wiki
    The use of Social Media for a Marketing ManagerHypothesis Generation Stijn Poffé  Applied EconomicsPromoter: Prof. dr. P. FrançoisWork Leader: Bart Claus2009-2010 FACULTEIT ECONOMIE EN BEDRIJFSWETENSCHAPPEN KATHOLIEKEUNIVERSITEITLEUVEN    Table of content 1   Introduction 1  2   Types of Social Media  3   2.1   Social network sites 3  2.1.1   Pure socially 3  2.1.2   Professional 3  2.1.3   Microblogging 4  2.2   Video sharing 4  2.3   Photo sharing 5  2.4   Social bookmarking 5  2.5   Blogs 5  2.6   Forums 5  2.7   User generated content/ wiki’s 6   2.8   New ones? 6    3   Drivers and Power 7    3.1   Word of mouth 8  3.1.1   Viral marketing 8  3.1.2   Promoters 8  3.2   Weak ties 9   4   Useful for companies? 10   4.1   Positive 10  4.1.1   Brand Awareness: The Fiesta Movement 10  4.1.2   Financial Performance: The engagement report 11  4.1.3   Effect on sales: Will it blend? 12  4.2   Negative 13  4.2.1   KFC 13  4.2.2   Relationship Improvement: Dell 13  4.3   Conclusions 14   5   What does the consumer think? 15   5.1   Facebook  15  5.1.1   Fanpages 15  5.1.2   Sharing 16   5.1.3   Complaints and interaction with companies 16   5.1.4   Not done 16   5.2   Blogs 16   5.3   Video sharing sites 17   5.4   Twitter, forums and other Social Media 17    6   Research 18   6.1   Why Facebook Fanpages? 18  6.2   Why automotive? 19  6.3   Actual research 21  6.4   Key Findings 21  6.4.1   Who are the fans and how do they behave? 21  6.4.2   Evaluation of the Fanpages 26   7   Conclusions  33  8   Discussion and Further Research  35   Appendix 1: ForumsAppendix 2: Survey QuestionsBibliography     1 1.    Introduction   “Social Media” is a hot term lately. Advertisers should be present… Companies shouldengage the conversation with their customers… Businesspeople should network online…The amount of workshops, lectures and articles about Social Media is countless. However,despite all these rumours, little scientific research has been conducted. A lot of people shout,but few really have grounded arguments. With this paper I try to contribute a little to thesecond group.I have written most of this paper at the end of 2009. Now, at the beginning of 2010, it isamazing to notice how fast the amount of reliable research is increasing. In October 2009,when I started looking for basic information, scientific research or books, I found very little. Itgoes without saying there were hundreds of pages of so called “experts” shouting about theimportance for companies to engage in this new way of communication and advertising:“Social Media”. The world was changing and according to these guru’s, all the old knowledgehad become redundant. Some of them probably had a point, but just a few of them justifiedtheir statements with numbers or real research.Nowadays, there is an overload of articles from consultancy bureaus about Social Media.Almost all of these papers cover the size of the phenomenon and explain why you, as acompany, should be engaged in it. But a lot of these papers, articles and books are alreadycompletely outdated (like this paper probably will be when you read it). Nevertheless itremains interesting to read them and to compare their results or thoughts to the presentsituation. A striking example of such a difference is the evolution of Facebook members. In“The Facebook Era”, a book published in 2009, the author writes about 150 million userswhile the actual number of users already exceeds 400 million today (Shih, 2009).What is the definition of “Social Media”? Charlene Li wrote in her book about “theGroundswell”, which she defines as “A social trend in which people use technologies to getthe things they need from each other, rather than from traditional institutions likecorporations” (Charlene Li, 2008). In his book “De Conversation Manager”, Steven VanBelleghem regards the “Social Web” as “the tool that connects consumers with each other”(Belleghem, 2010).   2 I would like to suggest a broader definition. Where traditional media offered content withoutthe possibility of interaction, I describe ‘Social Media’ in this paper as “all online mediawhere people have the power to contribute and react with and to (the) content.” UnlikeCharlene Li and Steven Van Belleghem I prefer not to refer to Social Media as a connectionbetween consumers alone. In my opinion, it is a connection of consumers and companieswith on one hand interaction within each one of these groups and on the other handinteraction between both groups..In the following chapters, I will try to unveil a part of the mystery around Social Media. Morespecifically, I will emphasize some of the expectations consumers have towards theinvolvement of companies in Social Media.Since this subject is rather new, I will start the first chapters with a brief summary of thedifferent types of Social Media and with the importance, the drivers and the magnitude of thephenomenon. The last 2 chapters will cover the actual research I conducted. This researchconsists of: ã   a qualitative research in the form of a forum with active Social Media users; ã   a more quantitative research via an online survey. This survey handled the use andevaluation of automotive fanpages on Facebook by the users, or so called ‘fans’.The concept “Social Media” is brand new. So far little scientific research has been conducted.Therefore, this paper should be read as a starting point for further research. The scope of itcan be seen as “generating hypotheses about this new way of communicating”.
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