Social Media Marketing
This video was filmed last year. It was during the European Cities Marketing (ECM) annual conference held from June 9 to 12 in Las Palmas de Gran Canaria. The main topic of the conference was “Social Media”. This video presents a study about the Success Factors in Social Media Marketing – state of the art. The presenters gave hands on advice about how to best apply social media marketing in order to achieve the goals set according to according to one’s business objectives. Social media are the new most important phenomenon of web 2.0. It provides customers the opportunity to share information. However it also provides supplies businesses to increase their sales volume, their profits and attract customers. It’s a new way to promote destinations and marketing tools could help them to reach this goal.
The study which was presented, investigates the success factors of social media marketing. Firstly the presenters define the study framework based on 14 interviews. The study participants are from different countries such as: Netherlands, Belgium, Denmark, Ireland, Austria, Germany, Croatia, Iceland, Sweden and Switzerland. This study shows Social media adoption by CTOs. Several questions from the interviews give some answers about motivators to engage in social media, types of social media platforms used or the time spend by CTOs in social media marketing research. The main motivators to engage in social media are the interaction with customers, also all feedbacks, get a modern image, share information and the most important is the fact that hence social media we have a direct contact with customers. Social media platforms which are used are various. We have the basic social media platforms: “Facebook”, “Twitter”, You Tube”, and “Flickr” and some others such as “Own Blog”, or “Tripadvisor”. Usually CTOs use in average 5 tools and spends more or less 10 hours per week in social media marketing research. So presenters conclude this session with three different levels:
· Level 1: They invest up to 2 hours per week for social media marketing research and they are experimental social media users.
· Level 2: They follow a predefined media social media strategy and invest up to 10 hours per week for SMM (social media marketing)
· Level 3: They invest more than 10 hours per week and use social media strategy in line with the overall strategy. This is the highest level.
Secondly a Social Media Controlling Framework has been developed to measure the indicators of success. It helps us to understand the progress toward reaching organizational goals and thereby business objectives. The presenters in this session make a distinction between “Manageable Success” and “Success beyond Control”. The first one means that it can be directly influenced by the management contrary to the second one. Manageable Success provides several opportunities: we can deliver information for a very specific target market, build a relationship and get a direct contact with the channel dis/reintermediation. The concept of “Success beyond Control” integrates recommendations, Buzz Building, Image creation, Opportunities caused by natural events or circumstantial factors. Furthermore the presenters give more details about the implementation of strategies or scenarios in each of the three previous levels.
To conclude, they tried to answer at the following question: Social media, what’s next? And the main idea was about more integration. We have an example with new generations of social media like the augmented reality.
561 words
This video was filmed last year. It was during the European Cities Marketing (ECM) annual conference held from June 9 to 12 in Las Palmas de Gran Canaria. The main topic of the conference was “Social Media”. This video presents a study about the Success Factors in Social Media Marketing – state of the art. The presenters gave hands on advice about how to best apply social media marketing in order to achieve the goals set according to according to one’s business objectives. Social media are the new most important phenomenon of web 2.0. It provides customers the opportunity to share information. However it also provides supplies businesses to increase their sales volume, their profits and attract customers. It’s a new way to promote destinations and marketing tools could help them to reach this goal.
The study which was presented, investigates the success factors of social media marketing. Firstly the presenters define the study framework based on 14 interviews. The study participants are from different countries such as: Netherlands, Belgium, Denmark, Ireland, Austria, Germany, Croatia, Iceland, Sweden and Switzerland. This study shows Social media adoption by CTOs. Several questions from the interviews give some answers about motivators to engage in social media, types of social media platforms used or the time spend by CTOs in social media marketing research. The main motivators to engage in social media are the interaction with customers, also all feedbacks, get a modern image, share information and the most important is the fact that hence social media we have a direct contact with customers. Social media platforms which are used are various. We have the basic social media platforms: “Facebook”, “Twitter”, You Tube”, and “Flickr” and some others such as “Own Blog”, or “Tripadvisor”. Usually CTOs use in average 5 tools and spends more or less 10 hours per week in social media marketing research. So presenters conclude this session with three different levels:
· Level 1: They invest up to 2 hours per week for social media marketing research and they are experimental social media users.
· Level 2: They follow a predefined media social media strategy and invest up to 10 hours per week for SMM (social media marketing)
· Level 3: They invest more than 10 hours per week and use social media strategy in line with the overall strategy. This is the highest level.
Secondly a Social Media Controlling Framework has been developed to measure the indicators of success. It helps us to understand the progress toward reaching organizational goals and thereby business objectives. The presenters in this session make a distinction between “Manageable Success” and “Success beyond Control”. The first one means that it can be directly influenced by the management contrary to the second one. Manageable Success provides several opportunities: we can deliver information for a very specific target market, build a relationship and get a direct contact with the channel dis/reintermediation. The concept of “Success beyond Control” integrates recommendations, Buzz Building, Image creation, Opportunities caused by natural events or circumstantial factors. Furthermore the presenters give more details about the implementation of strategies or scenarios in each of the three previous levels.
To conclude, they tried to answer at the following question: Social media, what’s next? And the main idea was about more integration. We have an example with new generations of social media like the augmented reality.
561 words
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