identify the most relevant socialnetworks in each country you’re targeting. don’t feel pressured to set up a new profile on each social network for every country you’re targeting. This is the wrong way to implement your global socialmedia strategy. instead, choose your socialnetworks wisely. you can always grow your reach across more platforms as you prove the Roi of the networks you get started with.
Socialmediamarketing is marketing using online communities, socialnetworks, blog marketing and more. Lazer and Kelly’s (1973) define socialmarketing as "concerned with the application of marketing knowledge, concepts, and techniques to enhance social as well as economic ends. It is also concerned with the analysis of the social consequences of marketing policies, decisions and activities." Socialmediamarketing is not merely about hitting the frontpage of Digg or any other social news website. It is a strategic and methodical process to establish the company’s influence, reputation and brand within communities of potential customers, readers or supporters. It is quickly becoming one of the most important parts of marketing strategy. Businesses all over the world are discovering the ways socialmedia can contribute to the success and growth in all areas of their company. According to Hubspot 92% of all marketers indicated that their socialmedia efforts have generated more exposure for their businesses, while 80% of marketers indicated that their socialmedia efforts increased traffic. With these types of statistics, the benefits of socialmediamarketing can no longer be ignored.
Social commerce constructs, therefore produce socialword of mouth. Socialword of mouth is the latest development of electronic word of mouth, using socialmedia to give more opportunities to consumers for having online communication. Socialmedia empowers consumers to generate content and share it via social platforms, provided by Web 2.0 and Web 3.0. Word of mouth has received enough attention in research and practice (Cheung & Thadani, 2012); however, socialword of mouth is a new concept and with the increasing popularity of socialmedia this terminology will be soon used in marketing and information systems. Consumers’ review in an online context is informants and recommenders and is influenced by sales (Do-Hyung et al., 2007). However, it is limited to the individuals, known in the community. Socialword of mouth, throughsocialmedia and social commerce constructs such as communities, ratings, and referrals, overcomes the barriers and provides opportunities to consumers for interacting online and getting to know peers. With the help of social commerce constructs consumers mix and match tools in order to build up trust or get familiar to products or services.
tests. When more than one factor was considered, logistic regression was used. Compari- sons between survey items were performed using repeated measures logistic regression. The impact of marketing practices on new patient starts was ana- lyzed using multiple regression analysis. Group differ- ences were indicated using the Tukey honestly significant difference multiple comparison procedure. All calculations were done with SAS software (JMP pro version 10, SAS, Cary, NC).
dents should together with the student card information also contain the addresses of Lyyra’s socialmedianetworks and better promotion of the main services Lyyra has. Ideas of how to grow the amount of Lyyra’s Facebook fans were also received from the survey respondents of whom 32 % argued that this can be achieved through intensive marketing, visibility and PR just like suggested above. 14 % believe that competitions, prizes and “like” Lyyra’s Face book page and win campaigns would do the trick. 9 % would get attracted to join Lyyra’s Facebook page if special reductions and dis- counts would be provided separately for the Facebook community. The author of this bachelor thesis agrees with both of the suggestions. Lyyra’s marketing plan and budget should include the prizes for the competitions and the competitions could be done i.e. four times a year focusing on both autumn and spring when the new students are admit- ted to the universities a well as for Christmas and Easter/Vappu events.
Socialmedia is initiated on web sites like Facebook, LinkedIn, YouTube, Flickr, Twitter, Google+, Delicious, Blogs, MySpace and relies on the premise that marketing message, shared is exceptionally good, outrageous & unique content, in the form of video, text, audio or widgets, can be virally distributed throughout the social web by inviting people to interact and share the content. Unlike Word of Mouth, where the primary goal is to target “influencers” to spread the message online and offline, socialmediamarketing is a marketing strategy that is based on connecting directly with the target communities, engaging them and generating content or discussion online. The latter can range from submitting How-To article or Tip sheet to Digg or bookmarking it at Delicious, putting images up on Flickr, having conversations on Twitter, uploading videos on YouTube and establishing a Facebook Page with contest or just passing a web page on to a friend via email. [1, 2, 3, 7]
Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of socialmedia helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings. Consequently, these developments are influencing marketing practices, both strategically, and tactically. Nowadays, socialmedia has developed in an essential part of marketing strategy for its ability to generate co-created value, to interactively connect brands to consumers, to monitor brand-related discussions and sentiments, to guide consumers in the decision-making process, to instigate customer-to-customer interactions, and transform consumers into brand advocates. The purpose of this paper is to examine the strategic opportunities of socialmediamarketing for organizations. By providing a comprehensive conceptualization and definition of socialmediamarketing, this research outlines its role in advertising, Customer Relationship Management, and e- Word-of-Mouth.
As an interactive and interpersonal marketing tool, socialmedia can serve multiple branding purposes. As such, branded socialmedia activities can be used to ‘increase brand awareness and brand liking, promote customer engagement and loyalty, inspire consumer word-of-mouth communication about the brand, and potentially drive traffic to brand locations on and offline’ (Ashley and Tuten, 2014). These branded social tactics and strategies are dependent on socialnetworks and may involve initiatives such as ongoing business- to-consumer conversations, content that is created and shared on socialmedia, consumer engagement experiences, and a brand persona that invites consumers to co-create the brand in online settings, invites interaction, participation, and collaboration with consumers.
A good example of a socially directed buying business is a local Sports Shop specializing in running products. Although these running products are readily available at a local store, the consumer has the opportunity to search for information online regarding the pricing and variety of products, as well as the type of expertise and support offered by the sports shop. The consumer can also tap into their social network and ask for recommendations on what products to buy and whether to buy the products online or at a local retail store. They can research the reputation of the retail store through their socialmedianetworks or by researching the reviews and comments posted on the Internet.
Late reviews have uncovered that microblogs contain rich business goals of clients. Additionally, clients' microblogs frequently reﬂect their conclusions and interests towards specific themes. Thusly, we expect a potential connection between's content properties and clients' buy inclinations. We perform Chinese word division and stop word evacuation before separating two sorts of content traits beneath. Point circulations proposed to concentrate themes from client created content utilizing the Latent Dirichlet Allocation (LDA) demonstrate for suggestion errands. Take after a similar thought, we ﬁrst total all the microblogs by a client into a record, and afterward run the standard LDA to acquire the subject dispersions for every client. The beneﬁts of subjects circulations over watchwords are twofold. In the first place, the quantity of themes is normally set to 50 ∼ 200 by and by, which generally diminishes the quantity of measurements to work with. Second, subject models create consolidate and significant semantic units, which are simpler to translate and comprehend than watchwords. Word embeddings. Standard theme models accept singular words are interchangeable, which is basically the same as the sack of-words model presumption. Word portrayals or embeddings learned utilizing neural dialect models help tending to the issue of conventional sack of-word methodologies which neglect to catch words' relevant semantics. In word embeddings, each measurement speaks to a dormant element of the word and semantically comparative words are shut in the inactive space. We utilize the Skip-gram demonstrate actualized by the device word2vec4 to learn appropriated portrayals of words. At last, we normal the word vectors of the considerable number of tokens in a client's distributed report as the client's installing vector.
Lastly, in the case of socialmedia, it is a little more complicated. Usually, socialmedia will be considered as the place of word-of-mouth communication. Therefore, it is considered that it is difficult to control and/or management the socialmedia by companies. However, a direct marketing approach through the socialmedia is possible. In some case (for example, flash marketing), the coupon will be distributed. These are the marketing activities to be carried out through the official Twitter and Facebook companies. On the other hand, it is also possible to reach out to customers of Twitter and Facebook account. Companies can find the customer's account by performing ego- searching. Thus, it is possible to talk directly to the customer’s account. Such interactivity is characteristic of socialmedia.
Abstract :- Socialmedia has earned huge popularity in the last few years and its reach is increasing day by day .Companies believed that it is irresistibly strong medium and a key ingredient for their success. Socialmediamarketing is the new marketing tool for several business brands since 2010. Large numbers of national and multinational players are using this platform as a new medium to connect with the prospective consumer at a deeper level. Socialmedia presence for a business assists the marketers to create and share contents with individuals and plan their future strategies. Socialmedia is fresh and is now in trend. Socialmedia helps in marketing using online communities, socialnetworks, blog marketing and more. This paper is to acknowledge the concept of socialmedia and its role in marketing, socialmediamarketing strategies, its benefits, growth and how it is very effective medium for marketing for next generation. KEYWORDS: Socialmedia, Socialmediamarketing, Social networking, growth, next generation.
searches and to make their purchasing decisions (Vollmer and Precourt 2008, 30-35.) Furthermore, Mangold and Faulds (2009) also explicate that people are witnessing an explosion of internet-based messages transmitted through these media. These have become major factors influencing different aspects of consumer behavior including awareness, information acquisition, purchase behavior, opinions and post-purchase communication (Mangold and Faulds 2009, 358). In some recent researches, they have highlighted that there are estimated 3.5 billion word-of-mouth conversation occurring around the world each day, in detail about 2.3 billion of them – roughly two out of three – make a reference to a brand, product, or service. And manifestly thanks to the growth of digital socialmedia, word of mouth is spreading itself both farther and faster. This use of the social Web is increasingly important to marketers (Evan 2008, 41). Consumers perceive socialmedia as a much more trustworthy source of information regarding products and services than corporate-sponsored communications transmitted via the traditional elements of the promotion mix (Foux, 2006). Consequently, utilizing social network might be considered as one of the most booming strategy for firms in these recent years. Once the time people spend on socialnetworks is growing incredibly, it’s a precise time for companies to adapt to socialmediamarketing. Indeed, there is no doubt to state that socialmedia nowadays is big and getting bigger.
At the same time, a lot of information exchange takes place amongst the people themselves, may or may not be involving the organisation. This phenomenon, referred to as a horizontal revolution, has created the phenomenon of ‗Electronic word of Mouth‘ or E-WoM. (Tuten, 2017) SocialMedia can also be defined as ―A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content‖. (Kaplan & Haenlein, 2010) The phenomenon of socialmedia started initially as weblogs or blogs, and then Myspace and Facebook came into existence in 2003 and 2004 respectively. This was the first time people started referring to it as a socialmedia. Soon, these platforms became quite popular, and people started using them to connect with their friends and relatives, to socialize, communicate, share thoughts, pictures, etc. Soon, advertisers started flocking to this new medium for advertising their products and communicating with the large number of potential buyers. Socialmedia has become an important medium used by marketers to influence the perception held by the people about the organisations (Lipsman, Mudd, Rich, & Bruich, 2012) Prior to the advent of socialmedia, the traditional media like newspaper, radio, television, used to rule. They were generally expensive and offered a limited interactivity. Now with the new technology, it has become quite easy for anyone to create and distribute the content. It could be a blog post, a tweet, or a video, which can be seen by millions, almost free of cost (Zarella, 2009). Socialmedia has been classified in various manners by different authors. Zarella, 2009, classifies in eight popular kinds : blogs, microblogs ( like Twitter), socialnetworks ( like LinkedIn, Facebook), media sharing sites ( like YouTube, Flickr), social bookmarking sits (like Reddit, Digg), review sites ( like Yelp), forums and virtual worlds (like Second Life). There are large number of diverse platforms and applications in the field of socialmedia. We can also divide them in four zones: (a) Social Community, (b) Social Publishing, (c) Social Entertainment, (d) Social Commerce.
The worst problem people face mobile phone is they get stuck using it or face some problem comprehending the feature. This means ease of use is the most requested feature users want on their phone. On top of that aesthetics plays a large role in social settings, so equal amount of attention must be paid to that too.
13 SocialMedia, which is a central concept in this study, is defined various ways in previous research. As yet there is no generally accepted definition of the term SocialMedia which might also explain some of the extant confusion among managers that Smith, Getoor, Barash and Lauw (2008), Kaplan and Haenlein (2009) and Safko and Brake (2009) refer to. Smith et al. (2008, 2) perceive SocialMedia from a sociological perspective as collective goods produced through computer mediated collective action. Kaplan and Haenlein (2009, 61) define the SocialMedia as ”a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation of exchange of User Generated Content”. This study adopts the definition presented by Safko and Brake (2009), who also share the previous definition suggested by Kaplan and Haenlein (2009). Safko and Brake (2009) explicate that SocialMedia refers to activities, practices, and behaviors among communities of people, who gather online to share information, knowledge, and opinions using conversational media. Conversational media covers the web-based applications that make it possible to create and easily transmit content in the form of words, pictures, videos, and audios. Drury (2008, 274) places emphasis on the word “share”, as the most important part of socialmedia.
Consumers believe the way one chooses to engage with companies has real consequences for the world. According to Dolliver, socialmediamarketing can be used to get constituents involved, “ways to volunteer, to sign a petition, to spread the word, to really become advocates for the cause… It can help consumers track the impact of a company’s involvement with a cause... It can add that human and emotional component.” It requires two-way communication by asking and answering questions throughsocialmedia pages and multiple media devices to pique the interests of potential consumers or to maintain that connection with those who are loyal patrons. As stated by McKinsey in his Quarterly Report, “Expressing consumer behavior as a winding journey with multiple feedback loops, this new framework was different from the traditional description of consumer purchasing behavior as a linear march through a funnel. Socialmedia is a unique component of the consumer decision journey; it’s the only form of marketing that can touch consumers at each and every stage, from when they’re pondering brands and products right through the period after a purchase, as their experience influences the brands they prefer and their potential advocacy influences others” (2012).
Homophily is an another antecedent that e ﬀ ects electronic word-of-mouth (eWOM) communication on socialmedia (Kawakami, Kishiya, & Parry, 2013). In essence it is the level of similarity between message receiv- er, sender and socialmedia (Kawakami et al., 2013) (Kwak, Lee, Park, & Moon, 2010). Homophilous consumers, more often than not, voluntarily provide personal informa- tion with the objective of developing social networking with individuals that have simi- lar needs, social life style, and consumption behavior (Aiello et al., 2012) (M. Y. Cheung et al., 2009). Consequently, they feel more conformable in exchanging advices and in- formation which of course is an electronic word of (eWOM) communication. Social me- dia forums such as research, health and en-
Being an informal communication method that reflects the evaluation of the individuals on products and services, WOM (Word of MouthMarketing) has long been known to have powerful effects (Quoted from Brooks 1957; Dichter 1966 by: Taylor 2010). WOM can create a more powerful effect on customer attitudes, as it is believed to be more reliable and objective than commercial ads when compared to traditional ads (Quoted from Day 1971 by: Taylor, 2010) and as a result of this effect, the tendency of consumers to purchase (Quoted from Chevalier and Mayzlin 2006; Liu 2006 by: Taylor 2010) or adopt new technologies may increase (Quoted from Czepiel 1974 by: Taylor 2010). It is unquestionable that it is also more effective than the other persuasive techniques; WOM is four times more effective than personal sales and seven times more effective than advertisements according to a research made in the past (Quoted from Katz and Lazarsfeld 1955 by: Taylor 2010). Thanks to the digital communication revolution that occurred in the last decade, WOM has become more powerful than before. Usage of new informative communication channels –email, mobile phones, PDA (personal digital assistants), text messages, instant messages, blogs and Web sites – caused an amazing increase in sharing customer information (Quoted from Allsop vd.2007 by Taylor 2010). Today, customer can communicate with so many people very fastly and access distant locations in a very short period of time. For example, Susan Boyle, who is a 47-year old ordinary Scottish woman, joined the TV show “Britain’s Got Talent” in 2009 and fascinated the audience by signing “I dreamed a dream”. It was just two days after the show when her video was watched by more than 12 million times on an online platform. This was mostly thanks to WOM. This woman, who does not look like a pop star, succeeded to reach people at their homes not only in Britain but also in Europe and USA (Quoted from Usborn 2009 by: Taylor 2010).
new pair of sneakers or complain about bad experience at a restaurant. Word of mouth is one of the oldest marketing forms around and will continue to be relevant for generations to come. Word of mouth is a social interaction in which nearly all society takes part whether intentionally or not. It is defined as “oral or written recommendation by a satisfied customer to the prospective customers of a good or service. Considered to be the most effective form of promotion, it is also called word of mouth advertising which is incorrect because, by definition, advertising is a paid and non-personal communication” (“word of mouthmarketing”.BusinessDictionary.com).Comp anies often use this as a promotional tool for their product and, like most promotion, it can lead to positive or negative results for a business depending on how well it is used. The history behind this marketing form dates back to an experience from the early 1970sby a psychologist name George Silver man. He created a “teleconference peer influence group.”It was purposely designed for physicians to engage with each other about new pharmaceutical products. To Silverman’s surprise, the experiment highlighted how easily his sample group of