A Comprehensive Overview of

The influence of Social Media in contemporary Marketing

The first place where people will seek

information about you is:

You are Media

What is Social Media?

• Social Media is the democratization of news and information;

• • It represents all of the channels that "we the people" use to read, write, create, and share

information with each other, including blogs, tagging, wikis, socialized networks, RSS, communities, podcasts, vlogs, etc.;

• • It's more about a classification of media, rather than trying to capitalize on trends.

• The World of Traditional Media

• Scarcity Mentality• Hierarchy/ Chain

• Function vs. Design• Tell

• Institutional Control• Contrived

• Time-Delayed• Print, TV, Radio, Person

• Concentration• Brand Loyalty

• Communication Impresses• Buying / Selling

• Controlled Information• Corporations Know

• Transaction• *Finis*

• The World of Social Media

• Abundant Mentality• Web/ Cycle• Purpose at Hand• Talk• Consumer Control• Open and Honest• Real-Time• Traditional + Web + Cell• Fragmented Attention• Self Satisfaction• Communication Engages• Matching• Open Information• Consumers Own• Lovin’ It, ‘n’ Livin’ It• Etc…

New Media

The influence

• “the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal”

Induce

• a social leadership approach which involves the deliberate use of influence and persuasion to move a target market towards a specific course of action

Targeted audience

• Use of the customer orientation by targeting social marketing activity on specific, identifiable and reachable market segments within a broader community population

Social goal

• the objective of the campaign to change or maintain society in accordance with the long term objectives of the campaign’s organizers.

Behavior Change

• process of altering, maintaining or encouraging the cessation of a specific activity undertaken by the targeted audience.

Behavior Change

• Behavioral change is achieved through the creation, communication, delivery and exchange of a competitive social marketing offer that induces voluntary change in the targeted audience, and which results in benefit to the social change campaign’s recipients, partners and the broader society at large

Key to Succes in Social Media

• An open, transparent comunications approach;• Listening and learning before acting;• Internal resources dedicated to Social Media;• Active engagement in the online conversation;• Risk mitigation plan;• Succes analysis metrics.

Thank you!George-Cristian Nistor

Phd. Student, MARKETING, FEAA

Email: cristian.nistor@feaa.uaic.ro

Blog: www.cristiannistor.ro

Twitter: @cristiannistor.

LinkedIn: http://www.linkedin.com/pub/cristian-nistor/b/41/504