University of Pretoria
Social Media and Web 2.0
Dr Gené van Heerden
Department of Marketing Managment
Structure
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Introduction
Web 2.0
Social Media – social networking
Marketing landscape and social media
The consumer
Organisations and this space
Summary
Introduction
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Contemporary societies
Information is at the core of these developments
Individuals are more connected
Technology has changed marketing
Environment: Powerful, interactive and collaborative
Web 2.0
• Web 1.0 was read only top-down
• Web 2.0 is read/write, and bottom up
• Collaborative environment created by Web 2.0
Social Media
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Peer to peer communication
Sharing, creating and discussing information
Community “architecture of participation”
Instant responses
Social Media
• Mobile and web-based interactive platforms are used
(Kietzmann, Hermkens, McCarthey, & Silvestre, 2011).
• User experiences and key functionalities of social media:
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Identity - LinkedIn
Presence
Relationships
Conversations
Groups
Reputations - Facebook
Sharing - Youtube
Social Networks
• Social networks:
– a social structure
– connected by specific interdependencies
– ability to facilitate an abundance of information
Social Networks
• Transformed marketing communications
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Reach and richness
Large numbers of users simultaneously use
Vast amounts of information communicated
Ability to tailor it
Create two-way communication
Marketing landscape and Social Media
• Challenges loss of power and control of the messages
• ‘Collaborative world’ (Hanna, Rohm & Crittenden, 2012).
• ‘Dominant social networking culture’ (Parent, Plangger & Bal,
2011).
• Consumers expect to actively be a part of the media process
‘consumer experience’ (Hanna et al., 2012)
Marketing landscape and Social Media
• Traditional pushed-based marketing
• Replaced by personal and authentic conversations
• Media landscape has changed:
– Integrated and mobile
– Individuals are at the core and the drivers
Marketing landscape and Social Media
• A number of questions:
– how should we integrate this space effectively
– into their marketing activities and
– create competitive advantage
Who is the consumer?
• Individual within communities
• Consumers are co-creators (Berthon, Pitt, McCarthy &
Kates, 2007)
• Conversations create value = market
• Content creation
• Digital and mobility
Organisations and this space
• Present and active
• Open and flexible
• Understanding of the social, economic and technical
environment - to understand the activities
• Management - Resource implication
• Research orientated
Summary
• Networking
– Past, present and platforms
• Monitor
– Listening, relationship and participate – who is talking about what
• Measure
– Metrics – change in traditional view
• Resources
– Time and personnel
• Content
– Space for co-creation
Thank you
References
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Berthon, P.R., Pitt, L.F., McCarthy, I. & Kates, S. (2007) “When customers get clever:
Managerial approaches to dealing with creative consumers”, Business Horizons, Vol 50(1),
pp 39-48
Hanna, R., Rohm, A. & Crittenden, V.L. (2012) “We’re all connected: The power of the social
media ecosystem”, Business Horizons, Vol 54, pp 265-273
Kietzmann, J.H., Hermkens, K., McCarthey, I.P. & Silvestre, B.S. (2011) “Social media? Get
Serious! Understanding the functional building blocks of social media”, Business Horizons,
Vol 54, pp 241-251
Parent, M., Plangger, K. & Bal, A. (2011) “The new WTP: Willingness to participate”,
Business Horizons, Vol 54, pp. 219-229
Stewart, D.W. & Pavlou, P.A. (2002) “From Consumer Response to Active Consumer:
Measuring the Effectiveness of Interactive Media”, Journal of the Academy of Marketing
Science, Vol 30(4), pp 376-396.