Σουλιωτάκη Αφροδίτη, Η Επίδραση Των Κοινωνικών...

: social networks marketing

:

..3053

, 2011

1

.............................................................................................. 2

1 ........................................................................................... 3

1.1 marketing ............................................................. 3

1.2 (e-marketing) ........................................ 3

1.3 ................................................................ 4

1.4 ........................................... 6

1.4.1 .................................................... 7

1.4.2 .......................................................... 7

1.4.3 ........................... 8

1.5 ...................................................................... 12

1.6 ....................................... 14

1.6.1 word-of-mouth .......................... 14

1.6.2 Viral marketing ........................................................................ 15

1.6.3 Word of Mouse ........................................................................ 17

1.6.4 Fan Pages ........................ 17

1.6.5 Facebook ads Facebook ..................... 18

1.6.6 Facebook .................................... 20

1.6.7 A.I.D.A. L.E.A.P. ...................................................... 21

1.7 mobile internet ........................................... 23

1.8 .......................................................... 24

2 .......................................................................... 25

2.1 ....................................................... 25

2.2 ............................................................................... 25

2.3 ............................................................................. 26

2.4 ........................................................................ 28

3 ........................................................ 29

3.1 - ............................................................. 56

3.2 ..................................................................................... 57

3.3 ...................................................... 57

- ...................................................... 58

...................................................................................... 66

2

.

social media marketing. viral marketing word of mouth.

.

.

3

1

1.1 marketing

marketing marketing . marketing , ...

Philip Kotler(1967) Marketing

marketing American Institute of Marketing marketing , , -

marketing . .

1.2 (e-marketing)

To marketing internet. . .

- .

4

, .

.

1.3

Rayport Sviokla Michael Porter , . . , .

, , . , .

: , , , . , , , .

Rayport Sviokla ,

5

.

.

. ( .. 2001).

.

(Inbound Logistics)

(Operations)

Marketing

(Services)

(Outbound Logistics)

1.1

6

Rayport Sviokla : , mirroring, .

(visibility) . . .

(mirroring capability) . iphone .

(new customer relationship). managers . (value matrix). (Martinez,1999) , , . , , , . reality show idol blogs blogs .

1.4

.

7

1.4.1

(richness), (reach), (Evans Wurster, 1997).

. , (Evans Wurster, 1999).

: , , . , (Kelly, 1999).

, . , ( .. 2001). : (Shapiro Varian, 1998).

1.4.2

3 Moore, Intel. Moore 18 , ,

8

.

, . , Moore . Metcalfe, 3COM Corp Ethernet1, , .

, , . , , . (network effect)2 . / .

1.4.3

. ( ..2001).

P , (Product), (Place), (Price) (Promotion).

1 http://en.wikipedia.org/wiki/Robert_Metcalfe 2 1917 N. Lytkins, Bell Telephone, ,

9

. . , .

(brand image). Kotler (1988) brand image . Herzog brand image , .

(brand advocates evangelists) .

Brand advocate , , word-of-mouth (WOM) .

Yahoo (2006) Brand advocates 36 , , , .

Brand advocates 48 39 -( non-advocates). , Brand advocates , -.

, .

Brand advocates , , , 60% ( 26% -).

evangelists3

3 http://en.Wikipedia.org/wiki/Evangelism_marketing

10

word-of-mouth marketing (WOMM), . , .

. online , , , . , , . .

. , , , . , .

. . . , . , , , .

. . , Amazon.com eBay.com Ricardo.gr emarket.gr, .

11

.

, , . , .

, , , , . , (web coupons) . , / .

. , , . , . (demos, free downloads) . brand awareness. (brand awareness) . . .

12

. , . .

1.5

. ? :

( ) , , , , , , , , , , (web) . -. . . ,Dipl. Wirt-Ing. RWTH.

ENISA (European Network and Information Security Agency) : - profile - , , , , .

online , . online web-based - , . online - , .

WEB ID Focus Bari (2011) (36%) social media

13

, , , , , . social media, 34 , (79% 13 17 72% 18 24 ). social media : Facebook, You tube, Twitter, MySpace.com, hi5, flickr. Facebook , 21% , 31% 33% , , 2 .

(ELTRUN) (2008-2009), . 92% facebook . , ( & , , & , ..) Facebook. 46% Facebook .

, Facebook, 28% Facebook .

online :

1. 800 Facebook. 2.

3.

. 4.

.

14

1.6

Wikipedia () . .

:

( ..)

, -

, ...

, , .

Icap ( 29% , ), .

, , , , , . Olympic Air, Aegean, Notos Galleries, , Multirama, Folli Follie, .

, , Facebook.

1.6.1 word-of-mouth

facebook . marketing, .

15

Word Of Mouth Marketing Association (WOMMA) o word of mouth . , , .

A. Sernovitz Word of Mouth Marketing , word of mouth . 5 :

(Talkers).

(Topic).

(Tools).

(Talking part).

, (Tracking).

1.6.2 Viral marketing

Viral Marketing , , , , . (Helm, 2000)

Juventson Draper Viral Marketing .( Juventson, Tim Draper, 2000)

WOMMA viral marketing eWOM viral marketing , e-mail. Kaplan & Haenlein (2011) social media .

Viral Marketing email, blogs,newsletter,chat rooms, Tell-a-friend Script ( ), video clip flash.

viral marketing hotmail.com. hotmail . :

16

: , , http://www.hotmail.com.

(Get your private, free e-mail at http://www.hotmail.com)

, . , Homail.com .

, , , , (Bronson, 1998).

2006 Unilever 75 Dove Evolution Dove. 2.3 Dove 30 Dove Super Bowl (Van Wyck, 2007), .

viral marketing Rebecca Black 'Friday' 145 YouTube.com 2,8 ( 87,7% ).

viral marketing : , , .. Mailing list, chat peer-2-peer (, 2003).

viral , , banner , .

17

1.6.3. Word of Mouse

word of mouth word of mouth ( ) word of mouse internet.

Word of mouse , forums, chat rooms, . S.E. Smith word of mouse, word of mouse.

word of mouse.

, , .

word of mouse , , , .( S.E. Smith, 2012)

1.6.4 Fan Pages

. Facebook Fan Pages .

Facebook , - - . Twitter, LinkedIn, blog , -links Facebook

18

Facebook 25 Facebook.com/onomaetairias.gr .

Facebook .

1.6.5 Facebook ads Facebook

Facebook . Facebook

links .

Facebook like ads . Like Facebook , , , , .. "Like" . (like) , .

. Facebook , , , .

o Facebook . 19 , , Jazz, . 3.000.000 .(odys)

.

19

1.1 Facebook ads

Calvin Klein Facebook 14 30 . , , .

, , .

20

70.000.000 , . , , Facebook .(Odys)

Facebook . (like).

1.6.6 Facebook

Facebook Platform: Facebook Platform, , . Facebook.com, apps, .

Facebook Platform Feed News Notifications.

Facebook app :

Facebook

.

Sponsored stories: . interaction brands social ads Facebook. Sponsored Stories banners fan .

21

.

(Facebook apps)

Facebook . (facebook apps) . Facebook (credits) , (Ram, social networks, 2011). 2011 City Ville 90 Farmville 48 .

Facebook , Facebook places. , , . Ram Facebook deals Groupon . Facebook . .

1.6.7. A.I.D.A. L.E.A.P.

A.I.D.A. Attention()-Interest()-Desire()-Action(/).

22

:

1.A-

2.I-

3.D-

4.A-

Ingjerd Jevnaker A.I.D.A. social media marketing, L.E.A.P. Listen()-Engage()-Action()-Pass it on()

1.Listen

- .

. .

2.Engage

- Love marks Loyalty Beyond Reason.

Apple Love mark. Apple blogs, ... Apple (engage).

3. Action

- A.I.D.A. , blogging .

23

4.Pass it on

- (word of mouth). , , , tweets, , Facebook , LinkedIn, .

.

1.7. mobile internet

. wifi (Smartphone) .

GroundTruth , 60% mobile Internet sites . portals, sites , messaging mobile downloads.

3 . twitter Smartphone , 140 . twitter blogs . (Ram, social networks, 2011).

.

foursquare (www. Foursquare.com) . , .

, .

24

terpnon , , .. .

1.8

. ?

?

Dell 6,5 twitter , . .

.

like Facebook, like .

like ?

likes .

news feed ( ) . like.

like .

25

2

. . . . , . , .

2.1.

.

2.2

: (exploratory), (descriptive) (casual).

, . .

. : , , . . .

26

: , .

. , .

. - , .

2.3

Churchill Lacobucci (2005). .

2.1. Churchill & Iacobucci (2005)

27

. .

. Facebook, blogs : ! .... marketing . . . https://docs.google.com/spreadsheet/formResponse?formkey=dFV3cmhjZUJYcnQwVGNLMHZpRllhYmc6MQ&theme=0AX42CRMsmRFbUy1iOGYwN2U2Mi1hNWU0LTRlNjEtYWMyOC1lZmU4ODg1ODc1ODI&ifq . . Facebook twitter. . .

,

28

. 200 .

. Google docs . . (.. , ) ( multirama, ..) social media marketing.

2 , 27 07 . 203 .

2.4 , . Aaker, . , .

29

3 , . 100% .

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Facebook Facebook, . YouTube(97 ) to Google+ 69 .

0 50 100 150 200 250

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Google+

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;203 53 97 16 10 29 69 11

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0-100 101-200 201-300 301-400 401-500 501-999 1000+ 6 52 60 32 20 32 10

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, (why Americans use social media) Pew Research center 2/3 . , , online .

0 20 40 60 80 100 120 140

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site ( instant messaging)

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147 72%

55 27%

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60 129 104 107 11

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66

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