the new marketing and the social web – an analysis of the brand dell
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The new marketing andthe Social Weban analysis of the brand Dell
Cristina Dresch
GENERAL OBJECTIVE
ANALYSE, UNDER THE NEW MARKETING THEORY, THE PRESENCE OF THE BRAND DELL IN THE SOCIAL WEB
SPECIFIC OBJECTIVES
IDENTIFY AND DESCRIBE THE MAIN TOOLS USED BY THE BRAND IN ORDER TO ENGAGE WITH ITS CUSTOMERS
MET
HO
DO
LOG
Y
investigate a contemporary phenomena in a real life situation. case study. intensive analysis in an unique real organization gathering several and detailed information in order to apprehend information totality.
The communicationREVOLUTION
1800
1920
1900
1930
RADIO
NEWSPAPER
TELEVISION
FACE-TO-FACE
WEB
WEB 1.0 SPECTATORS powerless users
minimal interaction ONLY AN INFORMATION RESOURCE
WEB 2.0INTERACTION CONTROL content USER INFORMATION
CONVERSATION SHARE
Social Web "Social Web is defined as people interlinked and interacting with engaging content in a conversational and participatory manner via the Internet."
Shaun Connolly (2008)
INTERACTIONIMMEDIATEINTERCONECTIONINCLUSIVEINFINITIVE
TOOLSof the Web Social
PRODUCTS, SERVICES, WEBSITES RANKING
INFORMATION AGGREGATOR
ONLINE DIARIES WHERE PEOPLE CAN SHARE THEIR IDEAS IN A
SIMPLE AND QUICK WAY
BLOG
COMMUNITIESa place where members interact amongst themselves, where there is a specific reason to keep a dialogue
social networksplace where people get together to share ideas and interact with one another, all social networks are formed by specific ties which can be defined by several different aspects
?TRADITIONAL marketing
NEW marketing
NEW marketing
TRADITIONAL marketingPRODUCT DRIVEN
RELATIONSHIP DRIVEN
NEW MARKETINGONLINE BRANDING
WHUFFIE
NEW marketing
SEGMENTATIONINTERACTIVE COMMUNICATIONCONTENT CREATED BY CUSTOMERSWORD-OF-MOUTH
DELL ANALYSIS
IT WAS FOUNDED IN 1984 BY MICHAEL DELL. In 1985 the company built its first computer with its own design
YOUNG COMPANYWEB SOCIAL PRESENCE
USES THE TOOLS
OBJECTS OF ANALYSISIDEASTORM TWITTER FACEBOOK
IDEASTORMFORMED BY EXPERT CUSTOMERS, ABLE AND WILLING TO SHARE THEIR IDEAS WHICH ARE DRIVEN BY THE INTERACTIVE COMMUNICATION AMONGST THE COMMUNITY MEMBERS
the user is motivated by their own ideas in relation to the brand's products
TWITTERbuy on impulse
speed with efficiency users create content indirectly (RTs)
THE USER IS MOTIVATED BY THE PRODUCTS, PROMOTIONS AND SALES
ANNOUNCED BY THE BRAND
USERS WHO REALLY IDENTIFY WITH THE BRAND, SOCIAL TIES, DIRECT INTERACTION THROUGH WALL POSTS
user is motivated by the brand
CONCLUSION
3 Twitter
2 Ideastorm
1 FacebookRELATIONSHIP LEVEL BETWEEN THE CUSTOMERS AND THE BRAND
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