do companies need social media or not (english exam presentation)
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Do companies need social media or not
Thomas DESFORGESM1 - 2010/11
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Summary
• I - What is social media
• II - How companies can use them
• III - Should companies use them or not
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I - What is social media• Andreas KAPLAN & Michael HAENLEIN :
“Foundations of Web 2.0, which allows the creation and exange of user-generated content.”
• Businesses => Consumer-Generated Media
• Media for social interaction
• Highly accessible and scalable publishing techniques
• Web-based technologies
• Communication => interactive dialogues
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I - What is social media
• Difference from industrial media :
• Traditional media : newspaper, television, film…
• Relatively inexpensive and accessible
• Enable anyone to publish or access information
• Recent statistics :
• 22% of all time online
• 40 million tweets/day on Twitter
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I - What is social media
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II - How companies can use them
• Past : one-way, unauthentic broadcast from corporate communications
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II - How companies can use them
• Future : two-way, authentic conversations between all groups
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II - How companies can use them
• Collaborate with employes around up-to-the-minute information
• Share ideas and information on public social media
• Crowdsourcing (Starbucks in 2008 with My Starbucks Idea)
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II - How companies can use them
• Social media research :
• New emerging trends
• How different demographics discuss
• Could issues be spotted early
• To lower costs :
• Recruitment costs
• Customer services costs
• Marketing and product design costs
• Advertising and public relation costs
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II - How companies can use them
• Brand monitoring :
• Compare to competitors (brand health)
• Buzz during and after a campaign
• Social CRM :
• Customers to reach (free samples, privileged information)
• Customers preferences shift
• Why customers move to other communities
• Most relevant communities
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III - Should companies use them or not
• Top-down communication not work as well as before
• Create conversations with customers
• Useful content when clients need it
• Ideal clients reached with targeted messages
• Cost less than old ad campaigns
• Instant feedback
• Measurable results
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III - Should companies use them or not
• You don’t need social media when :
• Millions of customers using social media to spread the word
• Can feed the social media with content community evangelists use
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Conclusion
• Social media grown dramatically the last 5 years
• More and more importance for customers
• Yes companies should use social media
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Sources• http://en.wikipedia.org/wiki/Social_media
• http://www.web-strategist.com/blog/2007/05/16/edgeworks-concept-how-social-media-impacts-company-communications-expanding-upon-brian-oberkirchs-theory/
• http://mashable.com/2010/03/05/companies-crowdsourcing/
• http://mackcollier.com/5-ways-companies-are-using-social-media-to-lower-costs/
• http://blog.attentio.com/2010/08/20/how-companies-use-social-media-information-part-1/
• http://articles.mplans.com/why-your-company-needs-a-social-media-marketing-system-in-2010/
• http://www.markevanstech.com/2010/02/05/does-every-company-need-social-media/
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Thank you for your attention