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BI International office: june 17 th. 2010.

BI International office: june 17 th. 2010. ”Sosial media –a hype or an important marketing channel” Høyskolelektor Cecilie Staude, Institutt for markedsføring, Handelshøyskolen BI.

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BI International office: june 17 th. 2010.

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  1. BI International office: june 17 th. 2010. ”Sosial media –a hype or an important marketing channel” Høyskolelektor Cecilie Staude, Institutt for markedsføring, Handelshøyskolen BI

  2. Internet and social media changes the premises of influenceBehavior Changes-More channels and platforms are used-Companies no longer have a monopoly on information -Tranparancy Users and customers have had power back

  3. What is social media ? Dialog +sharing - information gathering - Participation

  4. Norwegian users in social media Facebook: 2.191.000 Nettby: 803.233 Reg. blogger: 453.500 Biip: 433.500 Linkedin: 223.000 Origo: 146.546 Twitter : 106.028 Kilde: Halogen 2010, samlet tall fra forskjellige kilder overantallet norske brukere i sosiale medier

  5. The users in social media - characteristics A clear distinction: Facebook-users : Socialization and entertainment Twitter/linkedIn-users: networking, information gathering and sharing Kilde: Anders Husa (2010) Master Thesis: Norske brukeres holdning til interaksjon med bedrifter i sosiale medier

  6. Guidelines - social media Be credible: Acting precise, fair, thorough and transparentBe consistent: Encourage constructive criticism and discussions. Be excellent and professional at all timesListen and share: When you receive valuable knowledge, expertise and insight, share it where appropriate.Be integrated: Coordinate activities and communication on the web of activities and communication on other platformsAct as an ambassador for your business, be neat about your role and position in the business

  7. 2.2 millioner norwegians 41 percent av norwegians use Facebook every day Major social community on internet Kilde TNS gallup april 2010

  8. How companies use social media Monitoring Product launches Brand building Customer services/relations Surveys Recruitment Kilde: Dataforeningens undersøkelse om ”Norske virksomheters bruk av sosiale medier”, april 2010

  9. Freemonitoringtools (RSS and e-mail)

  10. Product launches Social media effective to attrack new customers Seeding programs - word of mouth Kilde: Libai, Muller and Peres 2010; Sources of social value in word of mouth programs, Marketing Science Institute. working papers 2010

  11. Opinion leaders - ”Word Of Mouth” (WOM)

  12. 100 cars to known and unknown bloggers ..

  13. Kilde: Tegler, Erik (2009) “Ford Counting on Army of 100 bloggers to launch Ford Fiesta, Advertising Age, april 2010

  14. Brand Building – blogg Companies without Blogg Companies with Blogg Trafikk på hjemmesiden Kilde: HubSpot's Inbound Internet Marketing Blog 2010.

  15. Customers service and dialog Kilder: Magnus Finseth Sørdal (2010), “Discovering Social Media – an Exploratory Study”, Itol media; CRM 1 to 1 in Action: Measuring the returns of Social Media (2010) • Social CRM: • Customers based networks • Invite to dialog • Get feedback • Use information to build and reinforce customers lojalty

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