Svenja Widdershoven Centre of Research International ... - Zuyd

Web 2.0

Web 2.0Social Media

Social Media“A group of Internet-based applications that buildon the ideological and technological foundations ofWeb 2.0, and that allow the creation and exchangeof User Generated Content.”- Kaplan & Haenlein (2010) -

Web 2.0 vs Social Media

Classification of social media

Classification of social mediaMedia Richness(social presence)Low Medium HighSelf disclosure(self presentation)HighLow- Kaplan & Haenlein (2010), Van Osch & Van Zijl (2011) -

Classification of social mediaDimension 1Media RichnessThe amount of informationType of contactTiming

Classification of social mediaDimension 2Self disclosureRevelation of personal informationControl impressions

Classification of social mediaMedia Richness(social presence)Low Medium HighHighBlogsSelf disclosure(self presentation)LowCollaborativeprojects

Classification of social mediaCollaborative projects• The joint effort of many actors• Synergy• ‘We are all experts’• Nokia uses internal wiki’s

Social Media UseBlogs• Personal webpages• Wide range• Risks

Classification of social mediaMedia Richness(social presence)Low Medium HighHigh Blogs Social networkingSelf disclosuresites(self presentation)LowCollaborativeContentprojectscommunities

Classification of social mediaContent communities• Sharing of media content• Attractive channel for content spreading• Risks?

Classification of social mediaSocial networking sites• Personal information profiles• Find friends• Create brand community

Classification of social mediaMedia Richness(social presence)Low Medium HighSelf disclosure(self presentation)High Blogs Social networkingsitesLow Collaborative Contentprojects communitiesVirtual socialworldsVirtual gameworlds

Classification of social mediaVirtual game worlds• Personalized avatars• Massively multiplayer online role-playing game• Product placement advertising• Use the popularity of VGW

Classification of social mediaVirtual social worlds• Second life• Product placement advertising• Virtual product sales• Marketing research

How to choose a social medium?

The P.O.S.T. modelPeople• Audience segmentation• Describe the audience• Social media use• Active or passive users?- Bernoff & Li (2008), Li & Bernoff (2011) -

The P.O.S.T. modelSource:Onlinemba.com

The P.O.S.T. modelObjectives1. ResearchListening

The P.O.S.T. modelObjectives2. MarketingTalking

The P.O.S.T. modelObjectives3. SalesEnergizing

The P.O.S.T. model

The P.O.S.T. modelObjectives4. Customer supportSupporting

The P.O.S.T. model

The P.O.S.T. modelObjectives5. DevelopmentEmbracing

The P.O.S.T. model

The P.O.S.T. modelStrategy•Benefit for your audience?• Reward or incentive•Policies and procedures•Evaluate success

The P.O.S.T. modelTechnology•Choose social media application

The P.O.S.T. modelObjectives1. Research listeningMedia Richness(social presence)Low Medium HighSelf disclosure(self presentation)High Blogs Social networkingsitesLow Collaborative Contentprojects communitiesVirtual socialworldsVirtual gameworlds

ReferencesBernoff, J., & Li, C. (2008). Harnessing the Power of the Oh-So-Social Web. Mit SloanManagement Review, 49(3), 36-42.Kaplan, A., & Haenlein, M. (2010). Users of the world unite! The challenges andopportunities of social media. Business Horizons(53), 59-68.Li, C., & Bernoff, J. (2011). Groundswell: winning in a world transformed by socialtechnologies. . Boston, Massachusetts: Harvard Business review press.Osch van, D., & Zijl van, R. (2011). Basisboek social media (Vol. 1). Den Haag, TheNetherlands: Boom Lemma.

Questions?