Social Network in marketing (Social Media Marketing)
Opportunities and Risks
International Journal of Managing Public Sector Information and Communication Technologies (IJMPICT) Vol. 2, No. 1, September 2011
Waad Assaad, Jorge Marx GómezCarl von Ossietzky, Ammerländerheerstr. 114-118, 26129 Oldenburg, Germany
http://airccse.org/journal/mpict/papers/0911ijmpict02.pdf
Marketing is the process, which is used to determine what products or services can be of interest to customer. Social networks help in improving the marketing of organizations to new insights about the brand, which offers innovative ways to implement the basic marketing programs, as well as new methods to win in online discussions of important business. So they can use these new opportunities, they need the tools that their companies can monitor conversations across the Internet effectively and participate. The goal is to link the success of activities in social networks with marketing programs and processes. - Page 15
Social networks provide the opportunity to talk with customers on a personal level, which is usually difficult to achieve or impossible through traditional channels. Marketing on social networking sites is not a substitute for traditional marketing. It should be treated as an additional channel with unique characteristics that can complement other marketing activities. With this approach, we can increase the effectiveness of each channel. - Page 15
Communication
Instant messaging (IM) is a form of real-time direct text-based communication between two or more people using personal computers or other devices, along with shared software clients. The user's text is conveyed over a network, such as the Internet. More advanced instant messaging software clients also allow enhanced modes of communication, such as live voice or video calling. - Page 16
Advertising 2.0: Social Media Marketing in a Web 2.0 World
- 2008
- By Tracy L. Tuten
https://books.google.co.uk/books?hl=en&lr=&id=ScdF1-vHvHwC&oi=fnd&pg=PR7&dq=social+media+and+advertising&ots=2LPi5kUGPx&sig=-mnpz8P5EG6z3SmlOMAi9thK42M#v=onepage&q=social%20media%20and%20advertising&f=false
Social media exists in the context of communities-communities built of people who develop and nurture relationships by creating, cocreating, sharing, commenting, and engaging in content. One could say that this book grew out of just such a community in as much as it has benefited from the contributions of others. - Page 1
Chapter One - Social Media - Advertising
Chapter One - Social Media - Instagram
Released exclusively for the iPhone on October 6,2010, In stagram is a mobile location-based social network applica tion that offers its users a way to take pictures, apply differ ent manipulation tools ('filters') to transform the appearance of an image (for example: fade the image, adjust its contrast and tint, over or under-saturate colors, blur areas to exagger ate a shallow depth of field, add simulated film grain, etc.), and share it instantly with the user's friends on the applica tion itself or through other social networking sites such as Facebook, Foursquare, Twitter, etc. - ( Page 1)
Chapter One - Research into Rolex
http://www.ukessays.com/essays/marketing/how-successful-is-rolex-marketing-essay.php#ixzz3r6g9f0LR
Rolex was the first brand to introduce waterproof watch in the year 1926. All of the watches are designed with fine quality materials and everything is done in detail so that there are no defects in the final products (Brandz, 2010).
Rolex is a luxury brand that can be bought by only selected group of people; the company has clarity about its target market and has designed its marketing strategy in accordance with the market requirements.
Rolex has created distinctive image in the market by portraying itself as the luxurious brand that is worn by celebrities. Everyone who wants to develop an association with any of the favorite personalities is buying and using Rolex watches.
The data collected from primary and secondary researches showed that the luxury brands in the wristwatch industry are Rolex, Omega, Dior, Cartier, Tag Heuer and Swatch. Majority of the people ranked Rolex and Cartier as the best luxury brands that have high quality and give the users a sense of pride for owning the watch of leading brands. The key factor that influenced in creation of such perception was the celebrity endorsement. More than 80% of the respondents that they get attracted those advertisements that have their favorite personalities or celebrities as they know that the person will tell the truth about the brand.
http://www.forbes.com/companies/rolex/
Rolex is the leading name in luxury wristwatches. It is headquartered in Geneva, Switzerland, but relies on 4,000 watchmakers in more than 100 countries. It created the world's first waterproof watch in 1926. Operating profit margins for the brand hover around 30%. Some of the world's most famous athletes pitch Rolex watches including: Tiger Woods, Phil Mickelson, Roger Federer and Lindsey Vonn.
#65 World's Most Valuable Brands
Chapter One - Social Media - The Basement
The Basement
The fastest growing and most exclusive forum for urban fashion, critically curated and meticulously administrated. The Basement describes itself as “one of the most cohesive and formidable social networking communities on the internet.”
The group is home to 30,000 members and counting. Establishing a precedent that sets The Basement apart from other groups by prioritising mutual respect to build a community of likeminded and trustworthy individuals.
Focused on more than just buying and selling rare clothing the group offers regular meet-ups and events, as well as releasing exclusive merchandise and collaborations with independent brands.
Introducing The Basement, the Strongest Streetwear Community on the Internet
- http://uk.complex.com/style/2015/08/the-basement-online-streetwear-community
Mitchell believes that streetwear's multiple layers adds to fans obsession with the genre, especially in the age of social media. "People have always latched onto something and pushed it further within the communities, to the stage that there are subcultures within subcultures," Mitchell told Dazed. "Now within an age which is dominated by social media, people don't have to be out on the street to be seen in the latest items."
Inside the internet’s most dedicated fashion community
From a few members to a 20,000+ strong family, how The Basement became the virtual hangout of streetwear’s hardcore fans
"Within street style – people have always latched onto something and pushed it further within the communities, to the stage that there are subcultures within subcultures. Now within an age which is dominated by social media, people don't have to be out on the street to be seen in the latest items. With everyone wanting to be on trend, The Basement’s mixed background helps the hardcore fans – both new and old – to gain more knowledge." - Peter Mitchell
“People ask what brands do the best denim, what songs to listen to in a certain genre, what brand was a celebrity wearing – there will always be one person that will help a member out” – Peter Mitchell
Chapter One - Social Media - Book research
Andreas M. Kaplan *, Michael Haenlein
ESCP Europe, 79 Avenue de la Re ́publique, F-75011 Paris, France
2010
Blogs, which represent the earliest form of Social Media, are special types of websites that usually display date-stamped entries in reverse chronologi- cal order (OECD, 2007). They are the Social Media equivalent of personal web pages and can come in a multitude of different variations, from personal diaries describing the author’s life to summaries of all relevant information in one specific content area. Blogs are usually managed by one person only, but provide the possibility of interaction with others through the addition of comments. Due to their historical roots, text-based blogs are still by far the most common.
- Page 64
Users of the world, unite! The challenges and opportunities of Social Media
Andreas M. Kaplan *, Michael Haenlein
ESCP Europe, 79 Avenue de la Re ́publique, F-75011 Paris, France
2010
As of January 2009, the online social networking application Facebook registered more that 175 million active users. To put that number in perspective, this is only slightly less than the population of Brazil (190 million) and over twice the population of Germany (80 million)!
- Page 59
Chapter One - Social Media - Essay?
Social media has a growing effect in many perspectives: from one standpoint, it reverses theway how and why users communicate with each other. From another standpoint, it permits ofthe extension of marketing communication opportunities both in a business-to-business (B2B)and a business-to-consumer (B2C) aspect.
Page 1.
http://www.google.co.uk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&ved=0CDUQFjADahUKEwjvybjZmoPJAhUGYg8KHVhnCHM&url=http%3A%2F%2Fwww.uni-corvinus.hu%2Findex.php%3Fid%3D41618%26type%3Dp%26file_id%3D970&usg=AFQjCNHwTJJDxlPmj0PRCO3Hs3FDnyQBZA&sig2=X-hwap0MSC0E-qOhgfrs4w
Chapter One - Branding - Book Research
"The branding aspect aspect of luxury good management is integral to a luxury brand's sustainability. The brand is the reason that consumers associate them-selves with a luxury company. It is what creates and sustains the attrition and desire for products. The strong attachment that luxury consumers have to brands, which often defies logic, is the result of branding. Brands are not products and should no be managed like products. This identity becomes a springboard for the associations and perceptions eventually developed in the minds of consumers. This is what draws consumers to luxury brands and remains their source of satisfaction." - Page 4
"Branding decisions ought to be at the core of all the corporate decisions that a luxury brand makes, including product development." - Page 4
