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SEMINAR Changyi Hou DEP 1/2012 Presentati on Quiz Discussion

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Page 1: Seminar- DEP

SEMINAR

Changyi HouDEP 1/2012

PresentationQuiz Discussion

Page 2: Seminar- DEP

PresentationQuiz Discussion

Fiona Hou DEP 1/2012

Page 3: Seminar- DEP

To What Extent are Social Networking Sites Useful as Marketing Tools?

Changyi HouDEP 1/2012

PresentationQuiz Discussion

Page 4: Seminar- DEP

Changyi Hou DEP 1/2012

Social Networking Sites( SNS)

Media Platform

Online Communities

2011

2009

Page 5: Seminar- DEP

Fiona Hou DEP 1/2012

Advertising Banners

Disadvantage:

Low Attention

Age

GenderInterest

Language

Education

RelationshipLocation

Work

Superiority 2: Interactive FunctionSuperiority 1: Accurate Target

Page 6: Seminar- DEP

Survey Tools

Superiority 1 : Easy to Target

Superiority 2 : Data Analysis

Notice: Scope Limitation Changyi Hou DEP 1/2012

Traditional Channel

SNS Channel

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Media Platform

Superiority 1: Wide Spread

Ripple Effect

Superiority 2: Long Term Effect

Superiority 3: Explicit Evaluation

Changyi Hou DEP 1/2012

Views

Page 8: Seminar- DEP

Online Communities

Superiority 1: Customer Service

Notice: Precondition of Effectiveness

Changyi Hou DEP 1/2012

Traditional Way

SNS Way

Fast Respond A Sense of Belonging

Interaction Supports

Superiority 2: Emotional Connotation

Page 9: Seminar- DEP

WHO use SNS?

Changyi Hou DEP 1/2012

Conclusion

Profile AnalysisInteraction

Interactive FunctionAccurate Target Low Attention

Easy to Target Data Analysis Scope Limitation

Customer Service Precondition of Effectiveness

Emotional Connotation

Wide Spread Long Term Effect Explicit Evaluation

HOW to use SNS?

To What Extent SNSs are useful ?

Share

Developme

ntOf SNS

Page 10: Seminar- DEP

Changyi Hou DEP 1/2012

References• Abrons, R. (2012).The Disadvantages of Using Social Networks as Marketing Tools. Retrieved 18 June,

2012, from http://smallbusiness.chron.com/disadvantages-using-social-networks-marketing-tools- 20861.html

•Aharony, N. (2012). Facebook Use in Libraries: An Exploratory Analysis. Aslib Proceedings, 64(4), 2-29.

•Castlewood Studios. (n.d.). The Effectiveness of Advertising with Internet Video Commercials. Retrieved 17 June, 2012, from http://www.castlewoodstudios.com/article_effective_ads.html

•Chan, C. (2011). Using Online Advertising to Increase the Impact of a Library Facebook Page. Library Management, 32 (4), 361-370.

•Facebook Resisters. (2012). The Age. Retrieved 20 June, 2012, from http://www.theage.com.au/technology/technology-news/facebook-resisters-why-millions-refuse-

to-like-social-media-giant-20120518-1yuby.html

•Facebook. (2012a). Timeline. Retrieved 3 June, 2012, from http://newsroom.fb.com/content/default.aspx?NewsAreaId=20

•Facebook. (2012b). News Room. Retrieved 3 June, 2012, from http://newsroom.fb.com/content/default.aspx?NewsAreaId=22

•Facebook. (2012c). Product Guide for Facebook Page Owners. Retrieved 9 June, 2012, from http://ads.ak.facebook.com/ads/FacebookAds/Page_Insights_Guide.pdf

•Facebook. (2012d). Facebook for Business. Retrieved 10 June, 2012, from http://www.facebook.com/business/ads/

•Facebook. (2012e). Coca-Cola. Retrieved 18 June, 2012, from http://www.facebook.com/cocacola

•Faglio, S. (2012). Research Shows Social Media to Be an Effective Marketing Tool. Retrieved 18 June, 2012, from http://www.business2community.com/social-media/research-shows-social-

media-to-be-an- effective-marketing-tool-0131019

•Hadija, Z., Barnes, S.B. & Hair, N. (2012). Why We Ignore Social Networking Advertising. Qualitative Market Research: An International Journal, 15(1), 19-32.

•Hatch, D. (2012, June 15). Listen to Customers in Real Time. The West Australian, p. 47.

•Indrupati, J. & Henari, T. (2012). Entrepreneurial Success, Using Online Social Networking: Evaluation. Education, Business and Society: Contemporary Middle Eastern Issues, 5(1), 47-62.

•Khan, A. & Khan, R. (2012). Embracing New Media in Fiji: the Way Forward for Social Network Marketing and Communication Strategies. Strategic Direction, 28(4), 3-5.

•Klooster, E.V., Go, F. & Baalen, P.V. (2004).Exploring Destination Brand Communities: A Business Model for Collaboration in the Extremely Fragmented Tourism Industry. Proceedings of 17th Bled eCommerce Conference eGlobal (pp. 1-17). Bled, Slovenia. Retrieved 18 June, 2012,

from https://domino.fov.uni-mb.si/proceedings.nsf/Proceedings/FFAC9E563098E2C7C1256EE0002E4336/$File/24Klooster.

•Lorenzo-Romero, C., Constantinides, E. & Alarcón-del-Amo, M. (2011). Consumer Adoption of Social Networking Sites: Implications for Theory and Practice. Journal of Research in Interactive Marketing, 5(2), 170-188.

•Lukoff, K. (2011). China’s Top 15 Social Networks. Retrieved 17 June, 2012, from http://techrice.com/2011/03/08/chinas-top-15-social-networks/

•Martín-Santana, J.D. & Beerli-Palacio, A. (2012). The Effectiveness of Web Ads: Rectangle Vs Contextual Banners. Online Information Review, 36(3).

•Quinton, S. & Harridge-March, S. (2010). Relationships in Online Communities: the Potential for Marketers. Journal of Research in Interactive Marketing, 4(1), 59-73

•Sánchez-Franco, M.J., Buitrago-Esquinas, E.M. & Yñiguez-Ovando, R. (2012). How to Intensify the Individual's Feelings of Belonging to a Social Networking Site? Contributions from

Community Drivers and Post-Adoption Behaviours. Management Decision, 50(6).

•Social Networks Are Effective Marketing Tools. (2010). Online Conference on Networks and Communities. Retrieved 3 June, 2012, from

http://networkconference.netstudies.org/2010/04/social-networks-marketing-tools/

•Twitter. (2012). What is Twitter? Retrieved 8 June, 2012, from https://business.twitter.com/zh-cn/basics/what-is-twitter/

•Whitney, D. (2012). Social Video Views Grows 37% in 2011. Retrieved 17 June, 2012, from http://www.mediapost.com/publications/article/167957/social-video-views-grows-37-in-2011.html?edition=43601#ixzz1y1twu6Ft

•Wright, K. B. (2005). Researching Internet-Based Populations: Advantages and Disadvantages of Online Survey Research, Online Questionnaire Authoring Software Packages, and Web Survey Services. Journal of Computer-Mediated Communication, 10(3), Retrieved 3 June, 2012, from http://jcmc.indiana.edu/vol10/issue3/wright.html

•Yoon, H. & Lee, D. (2007). The Exposure Effect of Unclicked Banner Advertisements. Emerald Group Publishing Limited. In C.R. Taylor & D. Lee (Eds.), Cross-Cultural Buyer Behavior (Advances in International Marketing, Volume 18) (pp. 211-229). Retrieved 6 June, 2012, from http://dx.doi.org/10.1016/S1474-7979(06)18009-6

•You Tube. (2012a). Statistics. Retrieved 3 June, 2012, from http://www.youtube.com/t/press_statistics

•You Tube. (2012b). Standard Banner Ads. Retrieved 8 June, 2012, from http://support.google.com/youtube/bin/static.py?hl=en-GB&topic=30072&guide=30071&page=guide.cs&answer=187449

•You Tube. (2012c).The T-Mobile Welcome Back. Retrieved 17 June, 2012, from http://www.youtube.com/watch?v=NB3NPNM4xgo

•You Tube. (2012d). Grow You Business with You Tube. Retrieved 17 June, 2012, from http://static.googleusercontent.com/external_content/untrusted_dlcp/www.youtub e.com/zh-CN//yt/advertise/medias/pdfs/advertiser-playbook-en.pdf

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Imagine T-mobile company is going to release a new Ad

Imagine you are working at the T-mobile marketing department, but in different teams :

Team 1. Focus on SNS Ad banner Team leader: YudoTeam 2. Focus on SNS survey Team leader: Mohammed Team 3. Focus on SNS media Team leader: VienTeam 4. Focus on SNS communities Team leader: Layla

Try to give a proposal about how to support the release of the Ad .

Changyi Hou DEP 1/2012

PresentationQuiz Discussion