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Social Strategy

Social Strategy. MKTG 330 Spring 2014. 3 reason video go viral. Groundswell (Li & Bernoff ).

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Social Strategy

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  1. Social Strategy MKTG 330 Spring 2014

  2. 3 reason video go viral

  3. Groundswell (Li & Bernoff) Thesis: Social Media Technologies serve as both opportunities and threats for traditional business. Understanding the reasons and technologies that people use an interactive interface to communicate can vastly facilitate the business exchange process. Groundswell: A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations (9)

  4. Example One • 09 F9 11 02 • Rick Clancy (Digg.com) The Streisand Effect

  5. Example Two Comcast Sleeping Promotional Video

  6. Example Three

  7. Example Four

  8. Groundswell Insight # 1 Concentrate on the relationships, not the technologies

  9. Short List Blog Podcast (audio and video) Video blog SNSs Wikis Open-source Forums Tagging RSS & Widgets

  10. The Echo Effect: for any event/topic that has a web presence, there’s a running commentary for it. Friending: a mechanism by which people acknowledge relationships with and keep up with their friends or acquaintances on SNSs. Alexa rankings . . . . . . . . . . . . .

  11. Wikis Nike, Inc End-user and web community generated content (information for a community of users by a community of users)

  12. Open Source

  13. Forums (ratings and reviews)

  14. Groundswell Technology Test 5 Questions Does it enable people to connect with each other in new ways? Is it effortless to sign up for? Does it shift power from institutions to people? Does the community generate enough content to sustain itself? Is it an open platform that invites partnerships?

  15. Will it Blend? $ 399.00 for a Blendtec Blender

  16. Talking Vs. Marketing Estimate of Blendtec’s viewers: 60 Million

  17. Talking Vs. Marketing

  18. 4 techniques (for talking) Post a Viral Video Engage in a Social Networks and Use-generated content sites (e.g., MySpace & Facebook). Join the Blogosphere (e.g., WordPress) Create a community

  19. It’s all about the interaction Greg the Architect

  20. Brands

  21. Psychic Rewards Author: Ralph Byrns: Economicae: an Interactive Encyclopedia for Economics psychic income: The subjective value of nonmonetary satisfaction gained from an activity is known as psychic income.

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