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University of Poi*ers
Ins*tute for Business and Management

E-marke*ng & E-commerce

Social Media and Marke.ng
Thomas STENGER
Associate Professor / Matre de confrences,
IAE University of Poitiers, CEREGE lab & ISCC
http://thomasstenger.kiubi-web.com/
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Introduc*on: 3/4 Internet users

YouTube surpasses 4 billion video views daily
1,1 billion ac*ve users on Facebook
Flickr hosts more than 6 billion pictures
Google+ has more than 500 million members
Linkedin has 180 million users ; Viadeo 55
million
and new comers appear everyday :

Foursquare, WhatsApp, Snapchat, Instagram,

Pinterest, Diaspora, Familyleaf, Pair, Path,
Hoople)
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Social media and marke*ng

Business poten*al ! Marke*ng opportuni*es !
OK
Results ?
Forms of brand presence and marke*ng
recommenda*ons are not so obvious
User resistance towards marke*ng on social
media

(a)social media ?
What social media means ?
A pleonasm: media are obviously oriented
towards society
About par*cipa*on
FNeed for clarica*on

1.Social media : back to the roots

Origins : probably among consultants and US
journalists in 2004
No ocial paternity such as Web 2.0
Its deni*on remains ambiguous anyway, as Tim
OReilly himself (2005) declares that Web 2.0
refers to a set of principles rather than to a
standard or a technology

Deni*ons ?
Social media includes web-based and mobile
technologies used to turn communica*on into
interac*ve dialogue .
Social media : a group of Internet-based
applica*ons that build on the ideological and
technological founda*ons of web 2.O and that
allow the crea*on and exchange of user-
generated content
(Kaplan and Haenlein, 2010)
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Social media are :

The set of web-based and mobile tools and
applica*ons that allow people to create (consume)
content that can be consumed (created) by others
and which enables and facilitates connec*ons
(Homan, Novak & Stein, 2013, p. 29)

Internet services :
1) whose content is very largely produit produced by the
Internet users (UGC),
2) thant gather very diverse socio-technical congura*ons
in terms of par*cipa*on dynamics () and visibility ()
(Stenger, Coutant, 2013, p. 115)
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All these deni*ons refer to :

the layering of social interac*on and online
content
Web 2.0 and/or UGC
The merger of content consump*on and
content produc*on
What specici*es ? Which characteris*cs ?
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Social media : rst characteris*cs

(Stenger, Coutant, 2011)

1) tools and applica*ons make everybody able to

par*cipate in a very simple way ;
2) the cost for par*cipa*on is almost a zero sum for
Internet users, but there is a price (Douplitzky, 2009)
or it can be considered as a contract (Benavent,
2010) which involves tracking, proling and business
exploita*on of personal data published online ;
3) mass expression and mass par*cipa*on on the
Internet make the Internet users the main content
producers (UGC) ;
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UGC
UGC : User Generated Content
A specic business model :
content (and tools) are mainly produced by users
Users loyalty

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if you are not paying for something online,

you are not the customer:
you are the product being sold.

Eli Pariser, The lter bubble, 2011

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 4) social media content is mainly made of

comments (and reac*ons), opinions/
judgments (evalua*ons, nota*ons) and
sharing of documents/resources
5) Social media uses and prac*ces are very
diversied and must be clearly dis*nguished

(Stenger, Coutant, 2011)
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2. The need of clarica*on

Looking for a map, a cartography of social
media
From the business / consul*ng eld
From the academic eld

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Academic works
Amazing popular success around the world : popularity
of social media plarorms
CutureS :
digital culture, digital na*ves (Prensky, 2001), Y genera*on
convergence culture (H. Jenkins, 2006),

An expressive culture (Allard, Blondeau, 2007 ;

Cardon, 2008) focusing on visibility through the
produc*on of digital tracks and its opera.on (OReilly,
Batelle, 2009)
The a=en.on economy (Goldhaber, 1997 ; Davenport
& Beck, 2001)
Look at social sciences literature to beter understand
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the so-called social media

Cardon (2008)

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2.1 The Digital Youth Project

MacArthur Founda7on

Digital Youth Project,

dir. by Mizuko Ito (2006-2008):
the most extensive U.S. study of youth media use
Ethnographic analysis ; new media forms have
altered how youth socialize and learn
3 years ; 28 researchers ; online observa*on ; more
than 800 youth interviewed

htp://digitalyouth.ischool.berkeley.edu
htp://www.itosher.com
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 Youth can be always on

1. The majority of youth use new media to hang out
and extend exis.ng friendships in these ways.
2. A smaller number of youth also use the online world
to explore interests and nd informa*on that goes
beyond what they have access to at school or in their
local community.
Online groups enable youth to connect to peers who
share specialized and niche interests of various kinds (eg.
online gaming, crea*ve wri*ng, video edi*ng, or other
ar*s*c endeavors).
In these interest-driven networks, youth may nd new
peers outside the boundaries of their local community.

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3. They can also nd opportuni*es to publicize

and distribute their work to online audiences,
and to gain new forms of visibility and
reputa.on.

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2.2 Genres of par*cipa*on

with New Media
Hanging Out

Contrary to adult percep*ons, while hanging out online, youth are

picking up basic social and technical skills they need to fully
par*cipate in contemporary society.

Messing Around

By exploring new interests, *nkering, and messing around with

new forms of media, they acquire various forms of technical and
media literacy through trial and error
double process : produce / create and get feedbacks from others
online

Geeking Out

Contrary to popular images, geeking out is highly social and

engaged, although usually not driven primarily by local friendships
youth engage in peer-based, self-directed learning online
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Two main genres of par*cipa*on

Two types on online ac*vi*es / par*cipa*on
friendship-driven online par*cipa*on
ex. hanging out

interest-driven online par*cipa*on

eg. geeking out

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Friendship versus interest

driven online par*cipa*on
With friendship-driven prac*ces, youth are almost
always associa*ng with people they already know in their
oine lives.
The majority of youth use new media to hang out and
extend exis*ng friendships in these ways.

With interest-driven networks, youth may nd new

peers outside the boundaries of their local community.
They can also nd opportuni*es to publicize and
distribute their work to online audiences, and to gain
new forms of visibility and reputa*on.
(Ito, 2008, 2010))
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3. A cartography of social media

(Stenger, Coutant, 2011, 2013)

Based on:
Literature review in HSS and compu*ng sc.
4 years of interdisciplinary research projects (RSn,
ExistenZ, Iden*c) on on social media
A sociotechnical approach
Two axis/dimensions:
Par*cip*on (ac*vity)
Visibility
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A social media map

1st axis : par.cipa.on (ac.vity)
Focused on a specic interest or oriented by
friendship (Ito et al. 2009)

2nd axis : visibility : what is shared and made

visible ; two goals :
the presenta*on of self
the publica*on of content

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A social media map (Stenger, Coutant, 2011)

Self

Friendship

Interest

Content

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A social media map (Stenger, Coutant, 2011, 2013)

Socio-digital networks

Self
Social networking sites

Da7ng sites

Friendship

Interest
Public forums

Private forums

Online communi7es

Content

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1st axis : par.cipa.on

guided by friendship / specic interest

Socio-digital networks online communi*es
Eg. Facebook Basketsession.com
Socio-digital networks social networking sites)
networking : through a specic interest
social networking sites(LinkedIn,Viadeo, Xing) :
close to socio-digital networks (from a technical
point of view)
Close to da*ng sites such as Mee7c ou Match.com
(from a use point of view)
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A social media map (Stenger, Coutant, 2011, 2013)

Socio-digital networks

Self
Social networking sites

Da7ng sites

Friendship

Interest
Public forums

Private forums

Online communi7es

Content

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2nd axis : Visibility

self / content

Presenta.on/promo.on of self : data,

tracks of the individual and its iden*ty :
Self, preferences, competences, personal and
professional experiences, biographic data etc.

Publica.on of content : third content,

ususally made of a mashup of mul*media
data, hypertexts links, from mul*ple sources
whatever the technology is
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4. Implica.ons and recommanda.ons for

brands and marke.ng managers
Interest :
Marke*ng easy ; thema*c marke*ng
Brand presence tolerated ; services and oers welcome
Possible dialogue ; possible collabora*on (par*cipa*ve
marke*ng)

Friendship :
Dicult marke*ng
No specic theme ; ac*vits prtextes
Spaces (plarorms) perceived as non-commercial
Fun, virality, direc*on (mise en scne)
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Marke*ng ac*on on social media

Informa*on and communica*on
large audience and/or very narrow targets for a low
cost
But low aten*on (very compe*tve environment)

Surveys and marke*ng analysis

Internet users discoure about brands and
consump*on
Interprta*on prety dicult (virtual ethnography,
nethnography, SNA, ques*onaires ;
representa*veness, sampling)
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 Par*cipa*on management
Collabora*ve marke*ng ; new product co-
development
Collec*ve concep*on collec*ve of plateforms
(content, tools)
Prescrip*on of consomma*on and brands (social
adver*sing)

Online selling (some day ?)

Emerging trend
Re-intermedia*on
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Social media marke*ng (Stenger, Coutant, 2011)

Self

Friendship

Interest

Content

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5. Panorama and typology of social

media and marke*ng ac*ons

Blogs
Online communi*es
Wikis
Content sharing sites
Socio-digital networks sites (S-DNS)sites and
social networking sites (SNS)

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5. Panorama and typology of social

media and marke*ng ac*ons

Blogs

Weblog (dec. 1997) ; from journalism and compu*ng (Le Cam, 2010)
Microblogging : ex. Twiter (tweets: text-based posts of up to 140
characters)

Four main marke*ng ways :

Iden*fy and collaborate with popular bloggers considered

as inuen*al (cf. opinion leadership theory)
Benet from the consumer feedbacks published online
Create and animate a brand blog
Create and animate a blog for a specic event

Blogosphere and blog culture

eg. Journal de ma peau
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Online/ virtual communi.es

Thousands of academic works in HSS
Many marke*ng applica*ons (since Rheingold, 1993)
Community : a specic social group (not a
specic website)
An online community website may host
specialized forums, ar*cles, wikis, proles, a
blog plarorm. dedicated to a common topic,
prac*ce, interest

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Main marke*ng ways

Online adver*sing
Create and animate an online community ???
Collaborate with an online community
Nikonians.org ; Nikonforum.com ; Nilonites.com ;
Nikonclubs ; Niketalk.com ; Nutella, Lego, Harley-
Davidson
Community based innova*on ; innova*on community ;
netnography (Fller et al., 2007)

Benet from the consumer feedbacks

published online
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 Wikis
Collec*ve intelligence and universal
collabora*on for common knowledge
Social computa*on (Lvy)
Wikinomics (Tapscot et Williams, 2006)
eg. Hoopedia ; Wookipedia ; InnoCen*ve

Adver*sing usually forbidden (and

marke*ng as a whole)
But objec*ve informa*on is of interest
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 Content sharing Sites : video (Dailymo7on,

YouTube), photos (ickR), links (delicious)
We are not a social plarorm, we are a
video centric plarorm
(Chad Hurley, co-founder and CEO, Youtube @LeWeb09)

Online adver*sing
Viral marke*ng
Private channels
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 Social network sites socio-digital networks sites

(Facebook,Orkut) or social networking sites
(LinkedIn, Viadeo)
controversial deni*ons of these devices (Stenger,
Coutant, 201O, 2011)

Yes we c@n : Barack Obama 2008

Online adver*sing, online surveys (S-DNS)
E-mailing and datamining (SNS)
Social media management (pages, groups) or
Community management (?)
Social CRM
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Top ten brands by socio-digital plarorm (in France)

source : Social Bakers ( June 2013) and UDA

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The rest of the family

mashup,
folksonomy,
digg-like,
virtual worlds,
virtual universe,
MMORPG

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6. Applica*ons and case study

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Skitles

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Skitles (suite)
Community website : referring to Wikipedia
pages, Twiter, Facebook, Youtube, FlickR...
600 000 fans on Facebook,
500% rise (number of blogs men*onning the
brand)
Wikipedia angry !

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Burger King and Whopper Sacrice

You like your friends,
but you love the
Whopper
Irony of friends race
1 Whopper for 10 friends
sacried
233 906 sacried friends
somax. of 23 390
par*cipants in the world
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To conclude
FPopular success and tremendous opportuni*es
Fbut lack of control and risks for the brand
FEg. Journal de ma peau ; Nestl / Greenpeace ;
Nespresso Montreal

FHuge diversity of spaces and plarorms (i.e.

socio-technical congura*ons)

FNeed for management

Fcommunity/content/brand
FSocial media management
FSocial CRM
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