Svenja Widdershoven Centre of Research International Business and Communication

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1 Svenja Widdershoven Centre of Research International Business and Communication

2 Content Web 2.0 Definition of social media Classification of social media The P.O.S.T. model

3 Web 2.0

4 Web 2.0 The World Wide Web as a platform whereby content and applications are no longer created and published by individuals, but instead are continuously modified by all users in a participatory and collaborative fashion. - Kaplan & Haenlein (2010)-

5 Web 2.0 Social Media

6 Social Media A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content. - Kaplan & Haenlein (2010) -

7 Web 2.0 vs Social Media

8 Classification of social media

9 Classification of social media Media Richness (social presence) Low Medium High Self disclosure (self presentation) High Low - Kaplan & Haenlein (2010), Van Osch & Van Zijl (2011) -

10 Classification of social media Dimension 1 Media Richness The amount of information Type of contact Timing

11 Classification of social media Dimension 2 Self disclosure Revelation of personal information Control impressions

12 Classification of social media Media Richness (social presence) Low Medium High High Blogs Self disclosure (self presentation) Low Collaborative projects

13 Classification of social media Collaborative projects The joint effort of many actors Synergy We are all experts Nokia uses internal wiki s

14 Social Media Use Blogs Personal webpages Wide range Risks

15 Classification of social media Media Richness (social presence) Low Medium High High Blogs Social networking Self disclosure sites (self presentation) Low Collaborative Content projects communities

16 Classification of social media Content communities Sharing of media content Attractive channel for content spreading Risks?

17 Classification of social media Social networking sites Personal information profiles Find friends Create brand community

18 Classification of social media Media Richness (social presence) Low Medium High Self disclosure (self presentation) High Blogs Social networking sites Low Collaborative Content projects communities Virtual social worlds Virtual game worlds

19 Classification of social media Virtual game worlds Personalized avatars Massively multiplayer online role-playing game Product placement advertising Use the popularity of VGW

20 Classification of social media Virtual social worlds Second life Product placement advertising Virtual product sales Marketing research

21 How to choose a social medium?

22 The P.O.S.T. model People Audience segmentation Describe the audience Social media use Active or passive users? - Bernoff & Li (2008), Li & Bernoff (2011) -

23 The P.O.S.T. model Source: Onlinemba.com

24 The P.O.S.T. model Objectives 1. Research Listening

25

26 The P.O.S.T. model Objectives 2. Marketing Talking

27 The P.O.S.T. model Objectives 3. Sales Energizing

28 The P.O.S.T. model

29 The P.O.S.T. model Objectives 4. Customer support Supporting

30 The P.O.S.T. model

31 The P.O.S.T. model Objectives 5. Development Embracing

32 The P.O.S.T. model

33 The P.O.S.T. model Strategy Benefit for your audience? Reward or incentive Policies and procedures Evaluate success

34 The P.O.S.T. model Technology Choose social media application

35 The P.O.S.T. model Objectives 1. Research listening Media Richness (social presence) Low Medium High Self disclosure (self presentation) High Blogs Social networking sites Low Collaborative Content projects communities Virtual social worlds Virtual game worlds

36 References Bernoff, J., & Li, C. (2008). Harnessing the Power of the Oh-So-Social Web. Mit Sloan Management Review, 49(3), Kaplan, A., & Haenlein, M. (2010). Users of the world unite! The challenges and opportunities of social media. Business Horizons(53), Li, C., & Bernoff, J. (2011). Groundswell: winning in a world transformed by social technologies.. Boston, Massachusetts: Harvard Business review press. Osch van, D., & Zijl van, R. (2011). Basisboek social media (Vol. 1). Den Haag, The Netherlands: Boom Lemma.

37 Questions?

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