Đanh giá tác động của mạng xã hội đến hoạt động marketing của doanh nghiệp hiện nay

Marketing management Đanh giá tác động mạng xã hội đến hoạt động marketing doanh nghiệp CONTENT: Technology, simply understood as the advances of Technical science It’s more than centuries since the first steam engine was invented and the following inventions are electricity, radio wave and until now human beings can hand tiny devices Each invention of a new device is a step of technology and technical science and overall the purpose of its invention is to meet/ satisfy any needs of human Almost every step of science and technology is a time of changing human history when science demonstrates its terrible power of changing almost human habits in its presence In the past, human used newspapers/ books for entertainment When television came out, it’s said that it’s a nonsense thing to glance at a screen to see a program instead of going out and enjoying a real program But the fact has proved to be one opposite that more and more people are watching television it itself has changed a human habit that instead of going out, they would stay at home together with their family and see a program on television Then when Interenet and mobile phone appeared, the development speed of technical science became faster and faster, which also means that human life has been changing at a very high speed “Who ever enters internet world will never stop it”, I heard this famous saying on a television show “Conversation with Bill Gate”, the youngest billionaire of the world, one of the people changing the world history with Microsoft, a well-known software firm Exactly the internet world is almost parallel to the real world and has more prominient characteristics than the real world does For example, Internet can help people to meet and have a conversation with someone thousands of miles far from us, which can not happen in the real world One more strong point of Internet is capacity of providing information In the 90s when Internet was not present in Vietnam, Somewhere in Vietnam and for the first time Vietnamese people could listen to a song of famous music bands like Boney M or ABBA which was brought from abroad with his music player while these bands appeared and performed tens of years before In contrary, we could stay at home to watch a live football match or a live USA television show via Internet It is the very prominence of connecting capacity and sharing information that helps Internet to become a popular term that all of us hear of it, know it and use it as a mother-tongue word .Actually the unceasing development of Internet has been totally changing human ways of life At present, when telling about Internet, a mentioned phrase is “social network” It can be understood that Social network is a real net of person-to-person connection but in internet environment We can list some famous social networks as Twitter, MySpace, YouTube, Yahoo and Facebook When a person logges in a social network, he creates a user name and joins connecting with “other user names” on internet The interesting thing of social network is that the character “I” often used is different from his real nature in the real life Of course, The information the real people provide in social networks is self-provided by them and is used to connect with the others in social networks There are interesting stories about meetings or dates of social network friends in real life and all of them are very embarrassed because the person in real life and the person in social networks are totally different It can not be considered a cheating or a deceit but an interesting thing of social networks, which is also the reason why more and more people enter social networks To know more about impacts of social networks on human life, we will learn the most noticeable social networks in current situation, Facebook, a popular phrase heard of everwhere Since the appearance, Facebook has become a “hurricane” going throughout every city, street all over the world because its advantages and prominent applications For example, Users can join all networks all over the world to connect and communicate with others, make friends and send them messages, improve their facebook profiles to inform their friends… In the end of 2011, only after years of appearance, Facebook has 850 million members and over one billion until now It’s impossible to give exact statistics of facebook registers because in the time of collecting data, Facebook has more hundred of new users Facebook is famous and rapidly developing for the services provided for members With a profile page called as “Home”, users can post any of their personal information in this home page Informaion of name, age, address, career to let every one know who you are, where you live and what your job is Most of users post their exact information in this page Like any other social networks, Facebook allows adding friends However, not anyone can become friends When a friend request is sent and must be accepted the requested, they become friends Being friends, Facebook allows users to establish closer relationship: family list, close friends… The strongest point of Facebook is open source code, which allows self-programming code segment, creating new games and intergrated into Facebook It’s the reason why thousands of game applications from the simple to the complex ones created and intergrated into Facebook, which brings about an extremely large number of Facebook users “Addicted” is a word that is often used for stimulants like drugs, beers, wines… People who use too many such substances are esily addicted to them and without using them; they feel irrated, unbearable and have serious effect on other living activities Similarly, nowadays there are a large number of addicted facebook users.Numerous information continually updated and video, pictures, messages make users feel inseparable Facebook “virus” becomes more and more powerful when Facebook repurchases Instagram with one billion dollars to turn Facebook into a large brand in the mobile market due to its excellent photo sharing Currently Facebook becomes something popularized similarly to the achievements of Google Oneday, Facebook will follow Google to enter Dictionary as a social network Of course, when establishing Facebook, its founder only thinks of positive things With function of excellent connection, Facebook has helped many lost people to find each other after many years of having lost in touch I myself have found hundreds of my friends after 20 years of having lost in touch with them thanks to Facebook On the other hands, along with a lot of utilities Facebook has brought about, it also begins to appear negative things which result in pain consequences: using Facebook to insult honour and human dignity, upload or post offensive images Facebook is another society, a parallel society with real life and Facebook is also another world where you are a different person from you are in real life, you also have house, friends and jobs You together play the same game, talk with each other, and introduce another new friend to each other Then when something goes wrong, you can curse or damn each other Facebook users are online for 2-3 hours each day at average, some users are online all day, and all the time we can see them on Facebook to update information It shows that Lives of Facebook users have been changed totally since they enter social networks Of course, for sensitive marketers, Facebook is a lucrative prey which can not be neglected Facebook’s excellent capacity of person to person connection and sharing, update information is all what Marketers have been seeking for such a long time One sixth of the world population is using Facebook, which means that you have chance share information of your products and services to one sixth of the world population only with clicks It’s too fast and cheap and we also directly send information to the final customers/consumers Is Facebook a perfect marketing means? Going to Facebook, it can be clearly seen that people use it for all various purposes The first popular manner is Facebook-online sales by creating an facebook account and then adding friends When you have a large number of friends, you post images and information of products/ services on Facebook and then tag the other Facebook addresses (stick account names) on that image, immediately these information and images will display on Wall of facebook name you have aleady tagged At this time, you can see that the pros and cons of the so-called Internet Only with a click, assuming that you have 1,000 friends, 1,000 people will know your information And if you tag these 1,000 account names, assuming that each of them has the other 1,000 friends, the number of people who receive your information will be up to 1,000,000 It is too easy, too fast and too cheap, isn’t it? The second form is creating a page called fanpage It’s a professional page of Facebook which allows you to select various kinds of fields and is spread on Facebook for users to click “LIKE” The more clicks “LIKE” there is, the more well-known that page is Usually at first, one must carry out an advertisement program so that his page would become famous Once there have been many clicks “LIKE” and When Home page of Fanpage post any information, all users who have already clicked “LIKE” will receive that information and may be tagged in some images Examples of Sales on Facebook Example of Fanpage The third form is that Facebook allows creating groups The group consists of the people whao have the same interest and objectives When a group is created, members will be invited to join and Facebook allows users to establish to publicize or close information of group Taking advantages of this, users establish sales groups of the same kind to invite business men of the same kind to join group Creating group and post the information like that we are joining a forum The interesting thing of Facebook here is that anyone can create group and manage their own group, which is totally free and attracts sellers and marketers Example of a sales group The third form is using applications on Facebook, mainly games applications Firstly make customers excited about the games and then once they have used these game applications already, sales advertisement amd information will be intergrated those games Addicted to the games, Users will not delete them easily and advertisement images will be more and more engraved in their minds Not only private pages, but directors of small enterprises are also trying to some tests Large companies and even Presidents also apply social networks to carry out some purposes Absolut Vodka – Online Video on Youtube use Facebook to create the fanpage of Top Bartender BMW – Use Facebook to introduce 1-series Road Trip and create Rampenfest page for fans Dunkin Donuts – they have found the values of social networks and created blog account onTwitter Barack Obama –we can not ignore the case of President Barack Obama He was recognized to be one of the fewest leaders in using Facebook and Twitter in the period of President Election He had more than 170.000 followers and has had millions of observers until now We can see there are beverage companies, expensive car producers, Pastry shops and even President using social networks Of course, the delicious cakes will be more competitive E-commerce is getting gradually more concerned and competition becomes more and more fierce Since in the end of 2007, Social networks, in general and Facebook, in particular have had a extremely large number of customers/ users, larger than any other kinds of network business Amazone and Ebay are the two biggest trade sales websites in the world and have been present at the world market for a long time, but they only 160 millions of members meanwhile Facebook has reached over one billion of members Taking advantages of this large number of users, E-commerce is a direction of Facebook in the future And it’s also the very popularity with an extremely large number of users, currently Facebook is changing structure of expenditure plan for product ads campaigns/ services Apart from direct sales channels, Ads channels on Facebook are more and more concerned by almost users/ consumers.According to the statistics, 85% revenues of Facebook are from advertisement, which proves the attraction of Facebook to businesses At present, despite of the quite expensive ads cost, approximately 30 millions spent on a random image with sizes about 2x2cm appeared at the right angels of all Facebook pages within weeks.Customers are still interested in them and there is also a large number of banners posted on Facebook The reasons why customers are interested in these ads on social networks:  Too large number of users: 01 billion of Facebook users It’s certain that there is no larger community than Facebook  Low cost: 30 millions for weeks but for an image sent and known by millions of customers, that cost is still much cheaper  Advertisement for the right objects and the desired time Facebook allows customers to set conditions of product/service selection to their expectation and the expected advertisment time This makes customers very excited because when you want to introduce a comestic product to female officers at the age of 30 – 40 and expect your advertisement to come to these customer objects at 9-11 pm This a the time when almost women have completed their house work and have time to join Facebook With the above advantages, clearly the Facebook ads channels are a proper selection for customers Currently in the world, tendency of using facebook and social networks is more and more concerned At Silicon Valley, experienced investors are pouring money on Ecommerce applications and production of purchase application for Facebook In England, More experienced companies also are optimistic about taking chances for Facebook in the field of E-commerce.Venda which is also a private and profitable company in England was founded more than 10 years ago and known as a pioneer in SaaS cloud computing technology, is now expanding market through Facebook and phone mobiles Venda’s customers include global retailers such as Tesco, Superdrug, JVC, Urban Outfitters, Conde Nast and Jimmy Choo as well as organizations such as the Metropolitan Museum of Art Mr Eric Abensur, an executive, believes that while consumers not consider Facebook as a source of information about products, it’s the very social contact that attracts them most "With attraction to consumers and variety of exchange comments on products/ services, Facebook can be an attractive channel for retailers Therefore, we believe that Facebook can become a stimulant for customers to buy products effectively He added: “We don’t think that only a facebook shop can meet the growth and needs of customers.We will work with brandnames on our foundation to expand chances of electronics sales and the best ways of access to a shop channel that Customers have no clear intention of buying A shopping application quite completely on Facebook Accoording to Gartner Group, in 2015, the company will increase up to 50% due to sales activities on social networks and mobile applications A recent report from eConsultancy has shown that 90% customers believe in the introduction from the people they have known and retailers on Facebook also has a recent report that 67% customers have spent more their time on shopping after being taken advices by their friends, the online community James Devonport Wood, the founder as well as CEO of PageHub, one of the companies providing foundation of cloud computing for applications of well known brand names and management of ads campaigns, believed that Facebook would be a challenge for companies like Amazon because of their capacity of using credit card on their facebook accounts "Recently Facebook has declared close of their credit products and replacing a new subscriber which is similar to the services of Apple and Amazon This new service allows people to use additional credit into their account and paying for domestic transaction via Facebook” James added: “With this change, Facebook has further chances to get huge benefits from creating favorable conditions for payment via website and mobile phone These revenues which are not based on advertisement will be key components in the development of Facebook in the coming years and in the future they can make a significant percentage." Therefore, Internet has changed entertainment industry; communications and trade are the next targets “Turn business transactions into conversations or dialogues” is a mantra of all online business companies and social networks are realizing in a manner that can not be more perfect Internet is an excellent invention of technical science, creates the bases for the human development Impacts of Internet on real life in particular and on trade in general are shown clearly According to Sucharita Mulpuru of Forrester Research Coporation, The latest enterprises are trying to establish business on the top of “social graph” Friend networks are expanding on social networks, habit of using electronic money, the widespread popularity of smart phones helps to determine the exact location of consumers It’s the very Internet making foundation for great minds to devise connection means like Facebook, completely changing the world in general and E-commerce as well as Marketing in particular In the future, people will be lazier and lazier due to the convenience of Facebook, and later Maybe people not need to go out anymore due to the development of science and technology That can make people lazier and as said by some researchers; Facebook and technology have taken the real life of human away Maybe it can be true but also can be undeniable that Internet and social network, in particular, form a too large shadow on human’s current life and also increasingly upset human life However, they are only utilities and mainly depend on the ways you use them to balance between the advantages Internet and social network have brought about and enjoy your own life This depends on us We can not blame on the advent of Facebook and technology science because it is the inevitable development of mankind and human life has changed up to it This is a trend Each of us also has our own opinions, Use the products of science and technology in the ways of our own The utilities brought about by Technology and Science are undeniable and you can not reject them 10 References - Lecturer Marketing Management – International Executive Master of Business Administration Program 2– Website: www.faccbook.com – Online magazines www.pcworl.com.vn – Website: https://sites.google.com 11 ... cheap and we also directly send information to the final customers/consumers Is Facebook a perfect marketing means? Going to Facebook, it can be clearly seen that people use it for all various purposes... connection means like Facebook, completely changing the world in general and E-commerce as well as Marketing in particular In the future, people will be lazier and lazier due to the convenience of... about by Technology and Science are undeniable and you can not reject them 10 References - Lecturer Marketing Management – International Executive Master of Business Administration Program 2– Website: