SEEM4540 Open Systems for E-Commerce Lecture 08 Social Media Social Media Social media refers to the means of interactions among people in which they create, share, and exchange information in virtual communities. Some people simply regard Social Media as a Global Living Room! Two related terms: Social Media vs. Web Sites Social Media vs. Traditional Media
Social Media vs. Web Sites Social media just likes a pub (and you have a lot of friends already there!) You can chat with your friends, share your ideas, get latest news from your friends, go to another table to acquire new friends, hear gossip from the next table, It's fun, it's interesting and keep you up to date always! Web sites just like stores on the street Everything is very well organized. Only show you the things they want you to see, but not necessary what you want to see. Social Media vs. Traditional Media Traditional media (Newspapers, radio, TV,...) is more-or-less a one way communication model. The efficiency is hard to measure. Very expensive/difficult to get feedback from the audience. Push information to you (the information push to you is what they believe is correct and reliable) Very costly to use them. Social media is interactive and measurable. Easy to get feedback Share information among users The information may not be correct or reliable, but it is something that people are concerning. Entry cost is very low.
Why Social Media is Effective? Word of mouth Word of mouth is considered the oldest yet most effective from in the integrated marketing mix. Research shows that round 90% of people reply on recommendations from their peers to inform their purchases. The problem with word of mouth is that it can take time for news to spread about a certain product or service. Social media enables consumers to generate and tap into the opinions of an exponentially larger universe. While word-ofmouth has always been important, its scope was previously limited to the people you knew and interacted with on a daily basis. Social media has removed that limitation and given new power to consumers Why Social Media is Effective? (Cont d) Measurable effect The efficiency of the marketing campaign using social media is measurable. Consider: https://www.youtube.com/watch?x-yt-ts=1421914688&x-ytcl=84503534&v=jgblwqyj6im#t=150
Consumer Trust Consumer Trust in various forms of advertising: Recommendations from friends (word of mouth): 92% Consumer posted opinions: 70% Websites: 58% TV Ads: 47% Radio: 42% Selected Social Media Platforms Instagram Flicker Cinemagram SoundCloud DeviantArt Facebook
Instagram Instagram is a photo-sharing social media platform. Compared with other social networks, Instagram is relatively simple: it's focused exclusively on sharing photos. Nothing more. Nothing less. http://instagram.com/ Why use Instagram? Why people don t just post them on Facebook or another social network? One reason for Instagram's popularity is its simplicity. Rather than focusing on a lot of different features, Instagram has only one core feature, which makes it especially easy to share photos and see photos from your friends. Instagram (cont d) A major feature of Instagram is Filters Whenever you take a photo in Instagram, you can quickly apply a filter to give the photo a unique look. Filters can help transform an ordinary photo into something worth sharing without much effort. Although many apps can do it nowadays, in the past it is not many apps has this feature
Instagram (cont d) An interesting story about Instagram s icon: According to Kevin Systrom, CEO: The initial icon was a rendering of an actual camera that had nothing to do with Instagram. At that point, you have to realize, we had 80 users and I really just liked the idea of having a retro camera stand for Instagram. It became really clear very quickly that we needed our own brand http://www.quora.com/why-did-instagram-change-its-iphone-icon Flickr With Flickr, users are able to upload large, high-definition photos. This provides a great deal of detail in the images. Why people user it? There are lots of ways to share photos and albums, including Facebook and Instagram! What makes Flickr different is space. They give users a free terabyte to start out with! The community is open to all users, but paid users are able to store more photographs in their own accounts and all users are able to view the images made public on the site. Comments are allowed and encouraged. https://www.flickr.com/
Cinemagram It shows looping animations in GIF format where only portion of the picture is animated. It s an artistic and creative means of moving expression made by taking video and then freezing only a portion of it in relation to the rest of the motion on the screen. https://cinemagr.am/ SoundCloud SoundCloud is a social network and online community dedicated to music makers. Here you ll find bands recording their own songs to mixologists working up new tracks. All of the new sounds and tracks are posted where others can listen, download and share. You can find music, background tracks, sound effects, podcasts and voice tests as well on the network. https://soundcloud.com/
DeviantArt It creates an artistic community and in the network you will find a variety of artists and the drawings, paintings, digital art and photography they create. Users can comment and share their own pieces of art. Within the art communities you can establish smaller groups of friends and followers as well, to create a sort of artists circle. It create sales opportunities where the social network helps to manage the sale of your artwork to other users or visitors. http://www.deviantart.com/ Internet Usage Whether through a computer or mobile phone, consumers continue to spend increasing amounts of time on the Internet. Time spent on PCs and smartphones was up 21% from July 2011 to July 2012. App time more than doubled during this period as more smartphone owners entered the market and the number of available apps multiplied.
Internet Usage (Cont d) Social Media Usage For the time spent on social media, can you get any insight when you compare the 2011 and 2012 data?
Social Media Usage (Cont d) How and Where We Connect To Social Media
Usage Statistics Simultaneous TV/Mobile Device Usage
Social Media Marketing The term social marketing or social media marketing typically refers to two practices in social media: Using free tools, such as Facebook, Twitter, or YouTube; Around 89% advertisers use free tools Using paid media, such as paid ads on Facebook or sponsoring blog content. Around 75% advertisers use paid tools. Social marketing, whether free or paid, is heavily used by advertisers and agencies. Only 6 percent of agencies that said they did not do anything with social media. Social Media Marketing (cont d)
Social Media Marketing (cont d) In 2012, the majority of advertisers (70%) indicated that less than one-tenth of their overall online advertising budget was dedicated to paid social media advertising. Social Media Marketing (cont d) In 2012, the majority (64%) of advertisers indicated they expect to increase their paid social media advertising budget for 2013. The increase will be most likely within 1 10%.
Social Media Marketing (cont d) Yet, the sources where the social media marketing money came from is quite interesting A Short Summary So far, we can see there are many different types of social media platform/social networking tools. They are popular, effective,. Next question: How to integrate social media into our business?
Social Media and API Almost all popular social media platform provides API so that your programs can have direct access to their data: https://developers.facebook.com/ https://dev.twitter.com/ http://instagram.com/developer https://www.flickr.com/services/api/ https://developer.linkedin.com/apis https://developers.soundcloud.com/ Case Study Facebook Like Button API: https://developers.facebook.com/docs/plugins/like-button Related API: https://developers.facebook.com/docs/javascript/quickstart/ v2.5
References http://visual.ly/social-media-vs-traditional-media http://www.quora.com/why-did-instagram-change-its-iphoneicon http://blog.slimcleaner.com/ssr-art-expression/#more-563 http://www.nielsen.com/us/en/insights/reports.html