PHÂN TÍCH tác ĐỘNG của TRUYỀN THÔNG xã hội đến HOẠT ĐỘNG MARKETING

MARKETING MANAGEMENT PHÂN TÍCH TÁC ĐỘNG CỦA TRUYỀN THÔNG XÃ HỘI ĐẾN HOẠT ĐỘNG MARKETING First of all, I would like to show you how social media is understood via a very meaningful illustration landscape of social media as below: Image 1: Source: http://vn.yhs4.search.yahoo.com/yhs/search? hspart=Babylon&hsimp=yhs-004&type=br112dm25ts012af121564&p=image%20of %20social%20media Every thing on the earth is in your hand with social media Secondly, I want to quote a part of the history of Social Marketing and how Social Marketing is defined by Nedra Kline Weinreich: 1 “The health communications field has been rapidly changing over the past two decades It has evolved from a one-dimensional reliance on public service announcements to a more sophisticated approach which draws from successful techniques used by commercial marketers, termed "social marketing." Rather than dictating the way that information is to be conveyed from the top-down, public health professionals are learning to listen to the needs and desires of the target audience themselves, and building the program from there This focus on the "consumer" involves in-depth research and constant re-evaluation of every aspect of the program In fact, research and evaluation together form the very cornerstone of the social marketing process Social marketing was "born" as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors Kotler and Andreasen define social marketing as "differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society." This technique has been used extensively in international health programs, especially for contraceptives and oral re-hydration therapy (ORT), and is being used with more frequency in the United States for such diverse topics as drug abuse, heart disease and organ donation Like commercial marketing, the primary focus is on the consumer on learning what people want and need rather than trying to persuade them to buy what we happen to be producing Marketing talks to the consumer, not about the product The planning process takes this consumer focus into account by addressing the elements of the "marketing mix." This refers to decisions about 1) the conception of a Product, 2) Price, 3) distribution (Place), and 4) Promotion These are often called the "Four Ps" of marketing Social marketing also adds a few more "P's” 1) Publics, 2) Partnership, 3) Partnership, 4) Purse Strings Source: http://www.social-marketing.com/Whatis.html 2 I Introduction We are living in the non-stop moving world Every thing is changing around us All industries have being developed strongly and improved continuously One of the most flourished industries easily found is the powerful explosion of information and communication technology (ICT) ICT is no longer a luxury for poor or developing countries in the world They are creating new ways of communicating, doing business and delivering services Besides the strongly development of ICT, the birth of social media is the extremely meaningful innovation to many sectors and aspects in our lives Nowadays using the social media in marketing by manufacturers, many companies, shops, etc to introduce and advertise their products, goods and services to customers is found and seen obviously on internet That is optimization of social marketing Social Marketing brings high effectiveness in business, cost and time saving for manufacturers, companies and everyone in the world II Content Social media with a huge of members is a very effective tool for marketers who want to expand the market and have as many as customers possible Social media has been helping the manufacturers, companies and customers approach each other more easily and quickly We will review the analysis data of Facebook, Twitter, Pinterest, Instagram, Tumblr cutting from Pew research Center’s Internet and American Life Project Post-Election Survey, November 14 to December 09, 2012 N=1,802 internet users Interview was conducted in English and Spanish and on landline and cell phones Margin of error is +/- 2.6 percentage points for results based on internet users Facebook figures are based on Pew Research Coneterls internet & American Life Project Omnibus Survey, Decembers 13-16, 2012 3 Margin of error for Facebook data is +/-2.9 percentage points for results based on internet users (n=860) as below: Figure 1.1 - The Landscape of Social Media Users According to the User Demographics for Twitter, Facebook, Pinterest and Instagram, out of all internet users 67% are using social networks And which kind of demographic uses which social network has been forever interesting for marketers Twitter is still used more than Pinterest, Instagram and Tumblr Also, African-Americans and Hispanics are more likely to use Twitter than Whites, according to the study Most of the findings are in line with what you might expect and some are truly surprising People living in cities spend the most time on Social Media, at 70% of the population And women, on average, spend 9% more time on social networking sites than men 4 Let’s dive into a further breakdown of the stats: A B D 5 C Figure 1.2 – Source: http://es.slideshare.net/PewInternet/the-state-of-social-media16954937 According to the research, the average Facebook user is a young, 25 year-old woman, living in a big city, with a college degree and a household income of more than $75k a year We expect to expand the market, our target is our products known and seen in all over the world, the turnover is more and more increasing via social media using customers we must know who they are, understand what they need, investigate their income and the willing to pay for our products, etc to give suitable and attractive marketing campaigns on social media Therefore, be professional marketers, we must consider as carefully and possible Being manufacturers, suppliers, vendors or individual consumers any time you need information about products, you only need to do a job as touching on the screen of your cell phones, tables, clicking mouse of the computers or laptops connecting to the internet,… at any where you are (at home, at office, at the bar, exciting parties, stadium, etc to search, view, check information about form, shape, size, color, price, how to pay, delivery, quantity, quality, origin, and then you can buy immediately when that satisfy your demands and 6 expectation You leave a message in the inbox with your private information (name, phone number, address to receive the goods) or directly dial the hotline, online chat on Skype, Yahoo, Google Talk, etc That is the most effective way of marketing that they have brought via social media to billions consumers, millions companies all over the world Make it easier and Gain the target more effectively by utilizing all applications of applications of social networks Why do not we create impressive video clips with outstanding images and interesting introduction about our products to approach our consumers over the world by posting our product’s impressive advertising video clips to YouTube like the video clip of a Korea Lipsticks company and then instruct to customers how to become an attractive and beautiful girl like the model with their products in different colors? Below the clip box, many social sites are available (Facebook, Twitter, Google+, Bing, LinkedIn, etc) for you to like and share to all friends This is the combination between social marketing and viral marketing 30,638 people watched, many people shared this clip to others, many commented, many liked it 7 Image 2.1: http://www.youtube.com/watch?v=9MH3iGWLoNI Through these shares, likes and comments, we know who they are, what they feel and how they like our products Sometimes, they are individual customers and but they can be our big valued customers because they can be officers, students, directors, purchasing officers of companies or they can event be very famous stars, famous singers,… they are any whom and bring our products to others We can get the money from this way with the turnover can be much more a chain of showrooms get Two months ago, I wanted to buy 4 beanbags for my husband, my two children and for me to relax after a hard working day I asked my husband if he knew any information of this product or not at dinner time and he answered that: “I do not know You can ask Mr Google 8 and he will bring you to the supplier of this product” I searched on Google site and surfed series of abroad beanbags suppliers’ websites I was really satisfied with product’s posted images that are very nice, colorful and have variety of styles and sizes Hotline, communication tools such as Skype, Yahoo, Google Talk, Facebook, Twitter are 24/24h online to serve you You could communicate immediately with them and tell any thing I need The sales officer called me to confirm my order and delivery address in the morning after It was so easy for me to buy a set of beanbags My children love smooth and colorful beanbags I and my husband also are interested in lying on them to relax, read books, watch TV in the evening time One of the things that made me most interested is I can buy anything at home, I do not have to go to the shops and spend a lot of time to think and choose Instead of going to the shops, I can do the housework or watch interesting films on YouTube links shared by my friends The way manufacturers, companies, suppliers have been making marketing on social media is very effective I am sure that it is not only me but also everyone around me likes watching video clips, images and satisfies with this way they introduce their products to customers via social sites 9 Image 2.2: Source: https://www.facebook.com/GheLuoi.GoiLuoiHatXop My husband is a senior purchasing officer in construction of mining processing plants The way he has been procuring products is not by daily riding his motorbike to showrooms, shops in the city or flying to the manufacturers to find and check the information of specifications for each product He often directly procures electrical instruments and equipment from abroad that are sometimes not advertised on Vietnamese Television channels or seen advertising boards along the highways They are technical materials such as flange, anchor bolts, stainless steel nuts, chemicals, motors, valves, high pressure pipes, transmitters, conveyors, starters or control equipment in mining industry He said that the fastest and most effective way is searching relating information on internet and he now has a register of suppliers and manufacturers of all products that they are looking for via websites linked and shared in social media He added that his colleagues do the same and they are successful in buying good quality products complying with the data sheets and technical specifications required by engineering department in his company Some abroad companies have representative offices or authorized distributors in Vietnam and detail contact information is also shown in the web page The suppliers then will send the samples The negotiation for price, quantity, quality, requirements will be completed very soon when the samples and required quality certificates meet the company’s requirements and procedures 10 It is the short way to have purchase orders and purchasing contracts that vendors and manufactures achieve when they utilize effectiveness of the social media in marketing Image 2.2: Source: https://www.facebook.com/pages/InstrumentationControl/114401008726752 In the future, this social marketing can be changed and improved to higher levels, more applicable, more preeminent but it’s effectiveness in business is really significant and it is a great innovation in advertising and marketing Making video clips can be unnecessary when smart cameras are installed at manufactures, workshops, showrooms that bring 6D real image to social media users as if they are visiting and checking the products at a production line of a workshop in a manufacture via a small window from Ipads or laptops They will play as visitors come to these places to know production activities happening with their purchasing orders and join in as if they are quality supervisors for their waiting goods It is very wonderful It is only my imagination at this time But I believe this can be true in the 11 near future I am imagining that I want to buy a luxury wedding dress of Channel as a very special present for my daughter’s wedding I am really eager to know which stages people carry out to complete this special one I can see main steps during the sewing period to ensure they finish this dress to catch with my requested time with the best quality Of course, the industrial secret shall be kept and cannot be publicized to all people on social media Do you think it will happen in the future? I do believe in my imagining ability and believe in the rapid development of ICT If all products can be advertised according to this way I think that is ICT at that new era can turn impossibility to possibility The social marketing will be risen up to a new level I suppose the advertisement programs on Television will be no longer busy and expensive as it now Advertising products to customers by any forms is the job of marketing Advertisement on television is so expensive if your advertising video clips appear in only 30 seconds at the gold moment when many people are following Leaflet delivery on streets is not really effective for big marketing campaigns In addition, we have to pay much money on designing, printing, employing human force to delivery the leaflets If we try to choose this one, people will read the information on leaflet and then can throw it away immediately when they are not interested in Building big boards along side of highways, installing big size LCD screens at central places crowded with people such as at traffic circle points, busstop stations, high buildings, painting advertising on buses that quite strongly affect our customers but it is so expensive There are some disadvantages and difficulties applying these ways such as we have to rent the land with high price, cost for construction and installation for big boards and outdoor big size LCD screens Sometimes we have to face with the risks of weather such as typhoons, storms, strong wind or we have to change designs and ideas for products We will have to invest much money in changing them Therefore, I do emphasize that applying social marketing is cost and time savings We can change images, sound, designs and ideas at any time we want 12 Image2.3.Source:https://www.google.com.vn/search? q=social+media+on+buses&source=lnms&tbm=isch&sa=X&ei=_IKPUpGyBpCyiQfB9IC oBA&ved=0CAcQ_AUoAQ&biw=1347&bih=591 Do you have to spend much time and money taking photos or making video clips then post them on social networking sites? Do you have to pay millions of UD dollars for advertisement contracts with the Television? Do you need to employ construction contractors to build and install big boards and outdoor LCD big size screens that take several months to complete? Do you need hundred persons or more to deliver leaflets around the world? And do you think you can pollute the environment by your leaflets scattered 13 everywhere? How many trees people will cut down to enough provide for your printing billions leaflets for billions people in the world? And how the profit you can get from this? It is so stupid if you decide to use this way in big marketing campaigns to bring your products to all population on this planet I do not deny these above ways are less effective but you should consider carefully before make a decision in marketing At this moment I want to buy a smart phone I am thinking if I should buy Iphone 5S or Sam Sung Galaxy Note 3 with gear Apple and Sam Sung are two ICT leaders in the world All their products are available on social media It is very easy to check the technical information, new improvement, trend, suggestion from other customers in comment lines I can compare and decide which one I will buy Apple and Sam Sung bring their ones to customers all over the world simply and quickly And they are not to pay much money when they do this marketing way Deciding to buy Iphone is my final choice after I search and join in a forum and ask suggestion from members They gave some pieces of advice that make me consider my expectation I like Iphone because I like its’ special design and suits with women more than Sam Sung Galaxy Note 3 with gear because its’ style is for men Image2.4: Source: http://www.youtube.com/watch?v=hyFZpYmHRAA 14 III Conclusion These days there are many different marketing ways that we have known or ever approached We should consider and choose the best way or combine them flexibly and creatively to bring much effectiveness to our business In my opinion, I satisfy with advertising information of products and can buy online via social media In the future, I can be a marketing manager in a company The work requires me to create and decide marketing plans to new products I think that I will not be a stupid marketing manager when say “No” to social media I will utilize it as a valued and precious tool to bring effectiveness in our business and save cost for company I hope that we can watch lively images of products via social media directly in Ipads that will surely bring us the wonderful experiences and help professional marketers shorten the distance between the manufacturers and the customers all over the world 15 ... very cornerstone of the social marketing process Social marketing was "born" as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were... and Andreasen define social marketing as "differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization Social marketing seeks to influence... "marketing mix." This refers to decisions about 1) the conception of a Product, 2) Price, 3) distribution (Place), and 4) Promotion These are often called the "Four Ps" of marketing Social marketing