Beruflich Dokumente
Kultur Dokumente
SocialMedia&NewMarketingStrategies
Alon Rozen Professor and Consultant American University - Paris Nov 5, 2012
tweet positivity 24/7, connect like-minded people and regularly make pithy comments on other peoples blogs all day long to be successful. Problem? The work does not scale! Reaction: cant I just buy success (likes, clicks)? Of course you can! Finding a vendor who will sell you followers or likes is easier than googling buy Facebook likes (Correction: its exactly that easy).
Prof. Alon Rozen 2012
Quick survey
use?
What social media sites have
4. Get the most people to friend your mother or father on Facebook in a single week.
5. Create a new Twitter account and get the most followers in a week using any verbs you like, but only the nouns BLUEFUDGE, HAMMERPANTS, GREEK YOGURT. 6. Create an original YouTube video that then receives the most plays in a single
week using this script verbatim: #1: Wait. What are you doing? #2: Trust me. This will be fine. #1: Ok. Go ahead.
7. Get recommendations on LinkedIn from 3 other people trying to get this job. 8. Create the most reviewed recipe on allrecipes.com in a single week using cottage cheese as an ingredient. The reviews dont have to be good.
9. Upload the most pictures of your armpit(s) to Instagram during the course of this challenge. The pictures must have your face in them to verify your identity and include the hashtag #mypits.
10. Using Quora, give thought-out, meaningful answers to as many dream catcherrelated questions as possible in a single week.
Prof. Alon Rozen 2012
FROM
Asconsumerswentfrompassivetoactive, brandshavegonefrommonologtodialog
Prof. Alon Rozen 2012
4. Partners
5. Call centers 6. Traditional approaches.
Prof. Alon Rozen 2012
Friends Photos Games Shopping Music News Travel Payment Lending Software
two moments of truth: the 1st occurs at the store shelf, when a consumer decides whether to buy a brand. The 2nd occurs at home, when she uses the brand and is delighted, or isnt.
Prof. Alon Rozen 2012
your friends, blogs you read, twitter feeds you follow will help you decide what to even consider for purchase. Competition around ZMOT is increasing. Each purchase you make will be a ZMOT for others!
Source:Altimeter2012
Prof. Alon Rozen 2012
Source:BrianSolis
MarketingSherpa2012
Prof. Alon Rozen 2012
DellsuseofTwitterisresponsiblefor$6.5Minsalesworldwide.
Prof. Alon Rozen 2012
months and ask them to share their experiences through YouTube, Flickr, Facebook and Twitter accounts. Results: 6.5M YouTube views, 50K requests for information and 10,000 Fiestas sold in the first 6 days of sales.
which extend to various external stakeholders, using social media to improve the way they do business.
Ex. Cisco created the Integrated Workforce Experience for IT.
brands have to go where(ever) their customers go! This is the long tail of social media
Prof. Alon Rozen 2012
bar is selling for half price in the US. Publishes photos on Facebook. A call to boycott Strauss/Elite, maker of the candy bar, ensues. Popular movement demands price reduction of 50% on all products! What would you do? Company reaction:
Strauss President meets the movement to explain. 5 minutes after
meeting a prepared press release is published lambasting Strauss and flagrantly misquoting the President. CEO published a video on YouTube and Facebook explaining. Soon after parody videos published across SocMed sites. VP Marketing for Elite, holds live chat on Facebook. Personal attacks ensue as she is verbally abused personally for one hour without even one reaction to the content of her remarks.
PS. Sales of Pesek Zman rose 40% sustainably after the incident due
Finalthought
Thankyou!