Social media marketing as the new paradigm in the development of innovative tools of communication with costumers

Antonio Castillo Esparcia, Emilia

Smolak-Lazano

Social media marketing as the new

paradigm in the development of

innovative tools of communication

with costumers

Problemy Zarządzania, Finansów i Marketingu 26, 147-161

NR 712 PROBLEMY ZARZĄDZANIA, FINANSÓW I MARKETINGU NR 26 2012

P ro f. A N T O N I O C A S T I L L O E S P A R C I A E M I L I A S M O L A K - L O Z A N O , P h D C a n d id a te U n iv e r s ity o f M a la g a , S p a in

SOCIAL MEDIA MARKETING AS THE NEW PARADIGM

IN THE DEVELOPMENT OF INNOVATIVE TOOLS

OF COMMUNICATION WITH COSTUMERS

Summary

Social media marketing is the new concept in communication with clients by application of the new platforms o f social media, commonly known as online social networks. The present work attempts to give academic background to the new paradigm in online communication with the aim o f the analysis o f its development, theoretical backgrounds and models o f functioning. Such an analysis will allow to define the new concept and to elaborate the new and effective strategies o f communication with clients, as well as its evaluation.

Introduction

W h e n in v e s tig a tin g a m o d e r n o n lin e m a r k e tin g , it is w o r th y to b e g in w ith th e d a t a f r o m r e s e a r c h o f M a r k e tin g S h e r p a in s titu te th a t w a s c o n d u c te d in 2 0 0 8 in th e U n ite d S ta te s , a c c o r d in g to w h ic h a lr e a d y 8 0 % o f th e s u r v e y e d c o m p a ­ n ie s a p p lie s a n y ty p e o f s o c ia l m e d ia s tr a te g y in t h e ir m a r k e tin g a n d c o m m u n i­ c a tio n a c tio n s . S im ila r ly , a s f a r a s th e r e v e n u e s a r e c o n c e r n e d , S p a n is h w e b b a s e d s e rv ic e p u r o m a r k e tin g .c o m h a s p u b lis h e d th e f o r e c a s t w h ic h f o r e s e e s th a t “th e r e v e n u e s o f a d v e r tis in g in o n lin e s o c ia l n e tw o r k s w ill e x c e e d 8 b illio n o f d o lla r s in 2 0 1 2 a n d w ill r e a c h 10 b illio n in 2 0 1 3 ” .1 R e c e n tly , th e e m e r g in g n e w m e d ia in th e o n lin e e n v ir o n m e n t t h a t a re u s u a lly b a s e d o n th e o w n u s e r 's a c tiv i­ t y h a v e c a u s e d th e r e la te d c h a n g e s in m a r k e tin g c o m m u n ic a tio n te c h n iq u e s w ith a c tu a l a n d p o te n tia l c lie n ts . T h e c o m m u n ic a tio n p la tf o r m s th a t a ttr a c t th e a c tiv e

1 Analysis: Facebook consigue 7 de cada 10 dólares invertidos en publicidad en redes sociales, www.puromarketing.com.

p a r tic ip a n ts a n d e n c o u r a g e th e m to d e v e lo p m u ltip le in te r a c tio n s a re c o m m o n ly d e n o m in a te d a s s o c ia l m e d ia . T h e e le m e n t o f u s e r s ' a c tiv e p a r tic ip a tio n is th e r e a s o n f o r w h ic h “ s o c ia l m e d ia is p e r h a p s o n e o f th e m o s t f lu id a n d d y n a m ic a s p e c ts o f th e I n te r n e t” .2 S o c ia l m e d ia h a v e b e e n c o n v e r te d in to p la tf o r m s f o r c o m m e r c e (b u s in e s s p la tf o r m ) ,3 w h a t m e a n s th e c h a n g e s o f te c h n o lo g ie s , c o m m u n ic a tio n , m a rk e tin g , a s w e ll a s e c o n o m y a n d b u s in e s s m o d e ls , b o th in te r m s o f th e c o n s u m e r s ' h a b its a n d a u d i e n c e s ' b e h a v io r s . T h e e f f e c tiv e c o m m u n ic a tio n in s o c ia l e n v ir o n m e n t o f o n lin e r e a lity d e te r m in e s th e k e y f a c to r s f o r th e c o m p a n y s u c c e s s . T h is s ta te m e n t c a n b e ju s t if i e d b y d a t a c o m in g f r o m w e b p a g e - S o c ia lm e d ia e x a m in e r.c o m : “ M a r k e te r s p la c e h ig h v a lu e o n s o c ia l m e d ia : A s ig n if ic a n t 9 0 % o f m a r k e te r s in d ic a te t h a t s o c ia l m e d ia is im p o r ta n t f o r th e i r b u s in e s s .” A m o n g th e c o m p a n ie s w h ic h a p p ly s u c h p la tf o r m s in d a ily m a r k e tin g a c tiv itie s , th e s a m e s tu d y r e v e a ls th a t 9 2 % u s e s th e F a c e b o o k a n d 8 4 % o f th e m a p p lie s T w it­ te r, b e in g th e s e tw o th e m o s t p o p u la r a n d le a d in g n e tw o r k s b o th f o r b u s in e s s a n d th e c lie n ts . A s it is c o n c lu d e d in o n e o f th e r e s e a r c h o f H u b s p o t.c o m , 7 5 % o f s o c ia l m e d ia u s e r s c o n s id e r th e s e m e d ia a s th e b e s t e n v ir o n m e n t to c o n ta c t a c o m p a n y o r to e s ta b lis h r e la tio n s h ip s w ith th e b r a n d . T h e r e a l b e n e f its a c h ie v e d th r o u g h a p p lic a tio n o f s o c ia l m e d ia in to m a r k e tin g s tr a te g y o f th e c o m p a n ie s a re illu s tr a te d b y r e s e a r c h c o n d u c te d b y S o c ia lm e d ia e x a m in e r .c o m in w h ic h th e f o llo w in g e f f e c ts h a v e b e e n m e n tio n e d b y th e s u r v e y e d m a n a g e rs : 8 8 % in d ic a te s th e b e n e f it o f g e n e r a te d e x p o s u r e f o r th e b u s in e s s , 7 2 % n o tif ie d a n in c r e a s e o f th e tr a f f ic , f o r 5 6 % it r e s u lte d in n e w b u s in e s s p a r tn e r s h ip s , w h e r e a s f o r 4 9 % it b r o u g h t th e r e d u c tio n o f o v e r a ll m a r k e tin g e x p e n s e s a n d 4 3 % a d m itte d th e s a le s to h a v e b e e n im p r o v e d . T o s u m u p , th e b a s ic b e n e f its o f s o c ia l m e d ia s tr a te g y a re r e la te d to v is ib ility , b u s in e s s c h a lle n g e s , r e d u c tio n o f m a r k e tin g c o s ts a n d s a le s im p r o v e m e n t.

A lth o u g h , th e im p o r ta n c e o f s o c ia l m e d ia in th e m a r k e tin g s tr a te g y a n d its b e n e f its a r e th e s u b je c t o f p r o f e s s io n a l c o n c e r n s o f m a n a g e m e n t a n d e x p e r ts , it h a s b e e n so f a r s c a r c e ly d is c u s s e d f ro m a c a d e m ic p o in t o f v ie w . T h e r e f o r e , th e p r e s e n t w o r k a im s to in tr o d u c e th e b a s ic th e o r e tic a l c o n c e p ts r e la te d to th e s o ­ c ia l m e d ia m a r k e tin g (S M M ): o r ig in s a n d b a c k g r o u n d , d e f in itio n , m o d e l o f its im p le m e n ta tio n , ta c tic s a n d p illa r s o f e f f e c tiv e s tr a te g y a n d th e to o ls o f e f f e c tiv e c o m m u n ic a tio n w ith in th is n e w a p p r o a c h .

2 A. Charlesworth, Internet marketing. a practical approach, Elsevier, Oxford 2009, p. 287. 3 It is also stated by various authors and companies specialized in the area o f social media.

Background and origins

E c o n o m ic b a c k g r o u n d o f s o c ia l m e d ia m a r k e tin g r e s ts u p o n th e c h a n g e s in th e m o d e ls o f b u s in e s s in th e m o d e r n e c o n o m y a n d h a s p a s s e d f r o m S e rv ic e s R e v o lu tio n 4 th r o u g h e - c o m m e r c e 5 u p to E r a o f S o c ia l E c o n o m y a n d L o n g T a il E c o n o m y .6 In f a c t, it m ig h t b e c o n c lu d e d th a t it w a s r a th e r e v o lu tio n a l d e v e l­ o p m e n t th a t h a s c o n v e r g e d th e a b o v e e c o n o m ic m o d e ls in to th e o n e o f S o c ia l B u s in e s s th a t d o m in a te s n o w a d a y s . S o c ia l B u s in e s s c a n b e d e f in e d a s f o llo w ­ in g : “ it is n o m o r e th e c o m b in a tio n o f th e s o c ia l m e d ia to o ls in o r d e r t o m a in ta in th e c o n v e r s a tio n s w ith th e c lie n ts , o f th e in te r n a l c o lla b o r a tiv e s o lu tio n s th a t f a c ilita te s th e e m p lo y e e s a c o n tr ib u tio n a n d s h a rin g , w ith th e c o m p a n y , o f th e id e a s o f im p r o v e m e n t o n th e p r o c e s s e s a n d o p e r a tio n s o f th e c o m p a n y ( E n t e r ­ p r is e 2 .0 ) a n d p la tf o r m s th a t a llo w th o s e th a t a re e x te r n a l to th e s tr u c tu r e s o f th e c o m p a n y b u t w is h so to p a r tic ip a te in c r e a tio n o r im p r o v e m e n t o f th e p r o d ­ u c ts o r s e rv ic e s ( C r o w d s o u r c in g ) .” 7

T h e b a s e o f th e f u n c tio n in g o f th e S o c ia l B u s in e s s m o d e l a re f ir s t o f a ll d ig ­ ita l c o m p a n ie s ( e - b u s in e s s ) , o p e r a tin g w ith in d ig ita l m a r k e ts ( e - M a r k e ts ) th a t a r e c h a r a c te r iz e d b y th e v a r ie ty o f o p tio n s a v a ila b le , f a c ilitie s in a c c e s s to in ­ f o r m a tio n , b e t te r p r ic e p o lic ie s a n d p e r s o n a liz a tio n .8 T h e m a s s d ig ita l m a r k e ts r e s u lts in h ig h ly s e g m e n te d a n d s p e c ia liz e d d iv e rs e a u d ie n c e s in th e f o r m o f m ic r o - m a r k e ts th a t a re in te r c o n n e c te d in th e f o rm o f v a s t n e tw o r k ( n e tw o r k e d m a r k e ts ) in w h ic h “ r e la tio n s h ip s a re th e n e w c u r r e n c y ( . . . ) a s th e y f u e l a n d e x te n d in te r a c tio n , in s ig h t, a n d lo y a lty ” .9 T h e r e la tio n s h ip s a re b u ilt u p o n th e c o n v e r s a tio n s - m a r k e ts a re th e c o n v e r s a tio n s .10 M o r e o v e r , th e th e o r i e s o f th e L o n g T a il E c o n o m y e m p h a s iz e th e f a c t t h a t “th e c u ltu r e a n d e c o n o m y is o la te th e m s e lv e s f r o m th e m a r k e ts a n d p r o d u c ts s itu a te d o n th e to p o f d e m a n d c u rv e

4 The concept proposed by J. Costa, Comunicación Corporativa y Revoluciôn de los Servicios, Ediciones Ciencias Sociales, Madrid 1995.

5 As it was described, among the others, by E. De la Rica, Marketing en Internet y e-business, Ediciones Anaya Multimedia, Madrid 2000.

6 For further details on the concept please consult: Solis and Kutscher (2010); Aced, Arqués and Benitez (2009); Halligan and Shah (2010); Charlesworth (2009); Li and Bernoff (2009).

7 F.J. Godoy Martin, Web 2.0 y comunicación. Implantación de los medios sociales en las empresas de comunicación de Andalucia, in: La Web 2.0 y 3.0 en su relación con el EEES, ed. J.E. Gonzalvez Vallés, Vision Libros, Madrid 2011, p. 123-124.

8 Both concepts are detailed in the work o f E. De la Rica, Marketing en Internet...

9 B. Solis, D. Kutcher, Engage! : the complete guide fo r brands and businesses to build, culti­ vate, and measure success in the new web, John Wiley & Sons, New Jersey 2010, http://0-pro questcombo.safaribooksonlme.com.jabega.uma.es/book/career-development/9780131377721.

10 Origins o f the concept comes from Manifiesto Cluetrain and book o f J. Jaffe, Join the con­ versation, John Wiley & Sons, Hoboken, New Jersey 2007.

(th e m o s t p o p u la r o n e s a n d e x p a n d to th e lo n g c u r v e (th e m in o r a n d m u ltip le m a r k e ts ) .” 11 T h e r e f o r e , th e m o d e r n m a r k e tin g a p p r o a c h h a s to r e d e f in e its o b ­ je c tiv e s a n d ta r g e ts a n d s ta r t to c a p tio n th e s e s m a ll c o m m u n itie s o f c lie n ts th a t s im u lta n e o u s ly r e m a in th e u s e r s o f s o c ia l m e d ia a n d a d d itio n a lly m o d if y its s tr a te g ie s in o r d e r to g u a r a n te e th e e f f e c tiv e n e s s o f its c o m m u n ic a tio n th a t h a s n o w in c lu d e tw o b a s ic e le m e n ts o f e r a o f s o c ia l m e d ia : r e la tio n s h ip a n d c o n v e r ­ s a tio n . S o c ia l m e d ia s e e m to b e th e b e s t c h a n n e l f o r s u c h a s tra te g y .

I t is h o w th e s o c ia l m e d ia m a r k e tin g w a s b o r n . A . P o d la s k i11 12 c a lls r is e o f s o c ia l m e d ia m a r k e tin g a R e v o lu tio n g r e a te r th a n I n d u s tr ia l R e v o lu tio n . T w o m a in c h a r a c te r is tic s d e f in e s th is n e w p a r a d ig m in m a r k e tin g c o m m u n ic a tio n : in te g r a tio n o f s tr a te g ie s a n d to o ls a p p lie d a n d a c tiv e , m u tu a l a n d e q u a l p a r ti c i­ p a tio n o f t h e n e w ly e m e r g e d u s e r - c lie n t, w h o t o g e th e r w ith s im ila r u s e r s f o rm a n in te r a c tiv e o n lin e m ic r o - u n iv e r s e th a t f o m e n t th e p e r s o n a l, p r o f e s s io n a l a n d b u s in e s s r e la tio n s o f d ia lo g u e a n d c o lla b o r a tio n in th e f o r m o f m u ltip le c o n v e r ­ s a tio n s w ith a n d a b o u t th e b r a n d s , p r o d u c ts a n d s e rv ic e s . A s it is e m p h a s iz e d b y C lu e tr a in M a n if e s t, in m o d e r n c o m m u n ic a tio n , th e c lie n t is c o n s id e r e d th e p e r ­ s o n r a th e r th a n in te r m s o f s o c io - d e m o g r a p h ic ta rg e t. T h e n e w c o n c e p t o f a u d i­ e n c e b a s e d o n b e h a v io r s w a s d e v e lo p e d b y G r o u n d s w e ll t h a t d is tin g u is h e d d i­ v e r s e ty p e s o f s o c ia l m e d ia u s e r s a c c o r d in g to th e ty p e a n d le v e l o f p a r ti c ip a ­ tio n , th u s c r e a tin g m e d ia - g r a p h ic a l c la s s if ic a tio n o f s o c ia l m e d ia a c tiv ity o f th e a u d ie n c e : c r e a to r s , c r itic s , c o lle c to r s , jo in e r s , s p e c ta to r s a n d th o s e in a c ti v e .13 In o r d e r to h e lp th e c o m p a n ie s in f in d in g , d e f in in g a n d d e s c r ib in g th e a u d ie n c e s in m o r e c o s t - e f f e c tiv e a n d le s s tim e c o n s u m in g m a n n e r .

T h e p r in c ip a l a c tiv ity o f s o c ia l m e d ia u s e r a n d th e c l ie n t o f c o m p a n ie s th a t a r e p r e s e n t in th is o n lin e e n v ir o n m e n t is g e n e r a tin g a n d s h a r in g th e r e le v a n t a n d a ttr a c tiv e c o n te n t. D u e to th is n e w o p p o r tu n ity f o r p a r tic ip a tio n in c o m m u n ic a ­ tio n p r o c e s s o f th e c o m p a n y a n d a d e q u a te to o ls t h a t a llo w in d iv id u a l to c o l la b o ­ ra te o n lin e , n e w p r o je c ts o f g r e a t v a lu e h a v e e m e r g e m o r e fre q u e n tly . T h u s , S o c ia l M e d ia a p p r o a c h a s s u m e s th e ” p o w e r o f u s e r ” 14 t h a t s im u lta n e o u s ly is a p r o d u c e r o f th e in f o r m a tio n r e g a r d in g a p r o d u c t o r b r a n d a n d r e m a in s its c o n ­

11 C. Aced, N. Arqués, M. Benitez, Visibilidad: cómo gestionar la reputación en Internet, Ediciones Gestion 2000, Spain 2009, p. 43.

12 A. Podlaski, Marketing spolecznościowy, Helion, Gliwice 2011, p. 12.

13 The list starts from the highest and most sophisticated level o f participation and finishes with the lowest one. The detailed description o f the Groundswell Profile Tool and Method by Li and Bernoff and the characteristics o f the segments can be found on the webpage o f Forrester Re­ search Institute and in the book: Ch. Li, J. Bernoff, Marketing technologii społecznych, MT Biz­ nes, Warsaw 2009, p. 88.

s u m e r ( p r o s u m e r ) :15 “ T h e rise o f p r o s u m e r . M o r e th a n u s e r. R ig h t to p a r tic ip a te a n d h a v e c o n v e r s a tio n d u e to d e v e lo p m e n t o f w e b a n d o n lin e ( . . . ) , s o m e o n e w h o h a s a n e s ta b lis h e d a f f in ity f o r a n d h is to r y w ith a p r o d u c t, g o o d , s e rv ic e , o r b r a n d ( . . . ) P ro s u m e r s a re a b s o lu te ly in th e c o n te n t b u s in e s s , b u t r a th e r th a n c r e a te it, t h e y ’re m o r e lik e c o n t e n t h a r v e s te r s - c u r a to r s p e r h a p s , e v e n c o n te n t m o d e r a to r s . T h e y ’re m e r c h a n ts o f c o n v e r s a tio n .16

M o r e o v e r, s o c ia l m e d ia f a c ilita te s th e ris e o f n e w ty p e o f u s e r: th e o p in io n le a d e r o r in f lu e n c e r 17 w h o u s u a lly h a s a g r e a t in f lu e n c e a m o n g h is o w n a u d i­ e n c e a n d a c ts a s th e a m b a s s a d o r o f th e b r a n d , b e in g tr u s ta b le s o u r c e o f i n f o r ­ m a tio n a n d v a lu e p e r s o n a l r e la tio n w ith th e b ra n d .

T h e d e v e lo p m e n t o f th e n e w e le m e n ts in th e m o d e r n p a n o r a m a o f o n lin e m a r k e tin g c o m m u n ic a tio n , s ta rtin g f r o m d is p la y o n lin e a d v e r tis in g ( b a n n e rs a n d c lic k s ) u p to n e w te c h n o lo g ie s o f n e tw o r k s , h a v e a lto g e th e r c a u s e d th e ris e o f s o c ia l m e d ia m a rk e tin g . T h is n e w p a r a d ig m in c lu d e s th e n e w a p p r o a c h e s o f d ig ita l a n d s o c ia l e c o n o m y o f s tr o n g c o m p e te n c e o f h ig h ly s e g m e n te d c o m ­ p a n ie s a s w e ll a s th e n e w w a y s o f c o m m u n ic a tio n b a s e d o n c o n v e r s a tio n m o d e a n d n e tw o r k in g . M o r e o v e r , th is n e w m o d e l o f m a r k e tin g m u s t r e s p o n d a p p r o ­ p r ia te ly to th e n e c e s s itie s o f n e w c o n s u m e r w h o b e in g a u s e r o f s o c ia l m e d ia is g iv e n m o r e p o w e r th a n e v e r in its r e la tio n w ith th e b r a n d s .

T h is n e w ty p e o f o n lin e m a r k e tin g b a s e d o n s o c ia l m e d ia h a s b e e n d e v e l­ o p e d f r o m th e c o n c e p t s im ila r to 4 P b u t a d ju s t a n d a p p lie d to e - m a r k e tin g w i t h ­ in e - c o m m e r c e m o d e l, a s it is d e s c r ib e d b y D e l a R i c a 18 ( s a tis f a c tio n o f p r o d u c t q u a lity , a t tr a c tio n o f p o te n tia l c lie n t, in te r a c tio n a n d tr a n s a c tio n ) , w h ic h h a s r e s u lte d in f o m e n t th e a d v e r tis in g in v e r s io n in o n lin e e n v ir o n m e n t a lik e h a s c r e a te d its n e w fo rm s . T h e f u r th e r p r o c e s s o f c h a n g e s in th e o n lin e m a r k e tin g s tr a te g y th a t is d r iv e n b y s o c ia l m e d ia a p p lic a tio n h a s b e e n b a s e d o n 6 P c o n - c e p t:19

1. P e r s o n ( o n e - to - o n e m a r k e tin g a n d p e r s o n a liz a tio n o f a d v e r tis in g ) .

2. P r e s e n c e ( b ra n d p r e s e n c e o n th e m a x im u m n u m b e r o f th e p la tf o rm s p o s s ib le a n d in o p tim a l n u m b e r o f c h a n n e ls o f s o c ia l m e d ia b y d e te r m in in g a v a lu e a p p r o p r ia te to e a c h m e d iu m ) .

15 C. Aced, N. Arqués, M. Benitez, Visibilidad: cómo gestionar..., p. 49. 16 J. Jaffe, Join the conversation..., p. 42-43, 48.

17 The concept and definition elaborated by M. Ledederman, R. Sanchez, Marketing experiencial. La revoluciôn de las marcas, ESIC Editorial, Madrid 2008, p. 151.

18 E. De la Rica, Marketing en Internet...

19 The model described by Briz and Laso (2000) can be found in: S.C. Fernandez, P.L. Reinares, Comunicación en Internet: estrategias de marketing y comunicación interactivas, Paraninfo, Madrid 2001.

3. P r o d u c t (in th e m o d e m E r a o f S e r v ic e s d e f in e d b y th e q u a lity 20 a n d d e s c r ib e d in d e ta ils a n d b y m e a n s o f m u lt im e d ia f o r m s , d is p la y e d o n v a r io u s o n lin e site s).

4. P ric e ( d y n a m ic , f le x ib le a n d s u s c e p tib le to m a n y o f f e r s a n d p r o m o tio n s ; e - p r ic in g ).

5 . D is tr ib u tio n ( o n lin e s a le s th r o u g h o u t w e b s ite s , s p e c ia liz e d w e b p a g e s a n d “ s o c ia l s a le s ” v i a o n lin e s o c ia l n e tw o r k s ) .

6. C o m m u n ic a tio n ( p r o m o tio n b y m e a n s o f in te r a c tiv e s o lu tio n s a n d w ith p a r tic ip a tio n o f S o c ia l M e d ia u s e r s - f a n s ' r e c o m m e n d a tio n s , v ir a lity e tc .). A s f a r a s th is 6 P c o n c e p t is c o n c e r n e d , in te r a c tiv e c o m m u n ic a tio n a n d f o c u s o n p e o p le s e e m to b e k e y f a c to r s th a t c o n trib u te w ith n e w p e r s p e c tiv e s to S M M , s in c e th e o th e r f o u r c a n b e f o u n d a s w e ll in m a r k e tin g s tr a te g y ty p ic a l f o r e - c o m m e r c e m o d e l. T a k in g th is in to a c c o u n t, th e p r e s e n t S M M is m a in ly s h a p e d b y L a u t e r b o r n ’s c o n c e p t o f 4 C th a t is c o n s u m e r - o r ie n te d m o d e l b a s e d o n f o llo w in g e le m e n ts : c o n s u m e r in th e c e n tr e ( in s te a d o f p r o d u c t) , c o s t ( r e p la c in g p r ic e a n d r e la te d m o s tly c o n s u m e r 's c o s ts , th o u g h , i f a p p lie d to S o c ia l M e d ia , it r e f le c ts th e c o s ts o f o n lin e s o c ia l n e tw o r k s p r e s e n c e to o ) , c o m m u n ic a tio n ( b r o a d e r v ie w o n th e p o s s ib le c o n ta c t w ith c lie n ts ) a n d c o n v e n ie n c e ( h y b r id m o d e l o f p u r c h a s in g th a n s im p ly p la c e m e n t, w h ic h in c lu d e s f a c ilita te s in f in d in g a n d b u y in g th e p r o d u c t a n d in f o r m a tio n r e la te d to it). B r o a d e r c o m m u n ic a tio n p e r s p e c tiv e s t h a t p la c e th e c o n s u m e r in th e c e n tre o f th e s tr a te g y a n d a r e f o c u s e d o n R O I e s tim a tio n s s u s ta in th e m o d e r n S M M s tr a te g y . M o r e o v e r , s in c e th e p r in c ip a l to o l o f c o m m u n ic a tio n th a t d e f in e s th e n e w p a r a d ig m o f S M M a re th e c o n v e r s a tio n s w ith u s e r s in o n lin e s o c ia l n e tw o r k s , it is c o n s id e r e d o f a g r e a t im p o r ta n c e to p la n s tr a te g ic a lly su c h a c o m m u n ic a tio n in I n te r n e t, e s p e c ia lly in th e v ie w o f f u lf ille d p r e d ic tio n s th a t h a v e e s tim a te d th a t, u n til 2 0 1 2 , 8 1 % o f m a r k e tin g s p e c ia lis t w o u ld b e lie v e to d e v o te m o r e tim e o n c o n v e r s a tio n s o n lin e th a n o n th e d e v e lo p m e n t o f th e tr a d itio n a l m e th o d s o f m a rk e tin g .

Theoretical foundations

In o r d e r to u n d e r s ta n d b e t te r th e b a s ic ta c tic s a n d to o ls o f th e s o c ia l m e d ia m a r k e tin g , it is w o r th y to a tte m p t to d e f in e it. A m o n g m a n y d e f in itio n s c o n t r i b ­ u te d m o s tly b y p r o f e s s io n a ls b u t a ls o e la b o r a te d b y a c a d e m ic s , th e o n e o f

20 Concept derrived from J. Costa, Comunicación Corporativa y Revoluciôn de los Servicios, Ediciones Ciencias Sociales, Madrid 1995.

C h a r le s w o r th 21 s e e m s to b e th e m o s t c o m p le te a n d a d ju s te d to th e n e e d s o f stu d y : “ S o c ia l m e d ia m a r k e tin g ( S M M ) is a te r m u s e d to e n c o m p a s s a n y o n lin e m a r k e tin g s tr a te g y o r ta c ti c w h ic h u s e s S o c ia l M e d ia a s th e m e d iu m f o r its c o m m u n ic a tio n . A lth o u g h it c a n in c lu d e a d v e r tis in g o n s o c ia l m e d ia s ite s , it is m o r e c o m m o n ly u s e d in th e c o n te x t o f e i th e r v ir a l m a r k e tin g o r s o c ia l m e d ia o p tim iz a tio n . F u r th e r u s e o f s o c ia l m e d ia is w h e r e th e m a r k e te r e n g a g e s in d is ­ c o u r s e w ith m e m b e r s o f th e g e n e r a l p u b lic ( i.e . p o te n tia l c u s to m e rs ) in v ir tu a l c o m m u n itie s o r s u b m its to e le m e n ts o f c o n s u m e r g e n e r a te d m e d ia ” .

T h e r e a re th r e e b a s ic e le m e n ts in c lu d e d in th is d e f in itio n th a t d e m a n d s th e f u r th e r e x p la n a tio n : s o c ia l m e d ia m e d iu m , its c h a n n e ls in th e f o r m o f o n lin e s o c ia l n e tw o r k s a n d S o c ia l M e d ia O p tim iz a tio n ( th a t w ill b e d e f in e d in th e p a r t o f th e a n a ly s is o f th e S M M s tr a te g y ) .22 A m o n g m a n y d e f in itio n s o f S o c ia l M e d ia , th e m o s t a c c u r a te o n e w a s e s ta b lis h e d b y c o m p a n y T e c h E R : p e o p le h a v in g c o n v e r s a tio n s b y m e a n s o f n e w te c h n o lo g y o n th e b a s e o f th e c o n te n t g e n e r a te d b y I n te r n e t u s e rs . T h e m a in p la tf o r m o r c o m m u n ic a tio n c h a n n e l o f S o c ia l M e d ia a re s o c ia l n e tw o r k s d e f in e d a s th e o p e n s y s te m in th e p e r m a n e n t d e v e lo p m e n t th a t in v o lv e s th e in d iv id u a ls id e n tif ie d b y s im ila r p r o b le m s a n d n e e d s w h o a re o r g a n iz e d in o r d e r to b o o s t th e ir c o m m o n a n d in d iv id u a l r e s o u r c e s . E a c h s o c ia l n e tw o r k o p e r a te s a s a s o c ia l s tr u c tu re b a s e d o n th e o r g a n iz a tio n a l d is p o s itio n s o f h u m a n b e in g s in te r r e la te d b y th e r e la tio n s o f p r o d u c tio n , c o n s u m p tio n , e x p e r ie n c e a n d p o w e r . T h e o n lin e s o c ia l n e tw o r k im p lie s f e w c o m m o n c h a r a c te r is tic s th a t d e te r m in e its d e f in itio n f r o m te c h n o lo g ic a l a n d b e h a v io r a l p o in t o f v ie w : w e b b a s e d s e rv ic e th a t a llo w to c o n s tr u c t p u b lic ( o r s e m i- p u b lic p r o f ile ) th a t a llo w s to a r tic u la te th e lis t o f u s e r s w ith w h o m a p a r ti c u la r o w n e r o f p r o file is s h a rin g h is c o n n e c tio n s , a n d a p a r t f r o m it v is u a liz e a n d tr a c k it, t o g e th e r w ith th e o n e s o f th e “ f r ie n d s ” , w ith in lim ite d s y s te m o f a g iv e n n e tw o r k (th e n a tu r e o r n o m e n c la tu r e o f th e c o n n e c tio n s m a y v a r y d e p e n d in g o n th e n e tw o r k ) .23

21 Ch. Charlesworth (2007) in his work Key Concept in e-Commerce in: Ch. Charlesworth, In­ ternet Marketing. A Practical Approach, Elsevier, Oxford 2009, p. 287.

22 About the user generated media that are based on User Generated Content (UGC), due to the limits o f the work, it is recommendable to consult the work o f A.M. Kaplan, M. Haenlein, Users o f the world, unite! The challenges and opportunities o f Social Media, “Business Horizons” 2010, Vol. 53, p. 59-68.

23 D.M. Boyd, N.B. Ellison, Social Network Sites: Definition, history and scholarship, “Journal o f Computer-Mediated Communication” 2007 after: Report Las Redes Sociales en Internet, elab­ orated by Observatorio Nacional de Las Telecomunicaciones y de la SI (ONTSI), December 2011, http://www.ontsi.red.es/ontsi/.

B a s ic a lly , th e r e c a n b e d is tin g u is h e d th e f o llo w in g c h a n n e ls o f s o c ia l m e d ia p la tf o r m s 24: 1. B lo g s a n d m ic r o b lo g s ( p e r s o n a l a n d c o r p o r a te ): T w itte r. 2 . C o l la b o r a tiv e p r o je c ts : W ik ip e d ia . 3. S o c ia l b o o k m a r k in g to o ls : D e lic io u s , S tu m b le O n . 4 . C o n t e n t b a s e d c o m m u n itie s : Y o u tu b e a n d F lic k r. 5 . T y p ic a l s o c ia l n e tw o r k s ( h o r iz o n ta l o r v e r tic a l a n d e n te r ta in m e n t o r p r o f e s ­ s io n a l) : L in k e d in , X in g F a c e b o o k , M y S p a c e .

The model of strategy

S o c ia l M e d ia M a r k e tin g is c h a r a c te r iz e d b y its in b o u n d p o te n tia l th a t im ­ p lie s p e r m is s io n - o r ie n te d a p p r o a c h w h ic h h a s e lim in a te d d o m in a tin g so f a r a n o u tb o u n d m o d e l t h a t w a s b a s e d o n in te r r u p tiv e m a r k e tin g te c h n iq u e s .

A c c o r d in g to in b o u n d a p p r o a c h , o f w h ic h th e m a in a im is to a ttr a c t th e c o n ­ s u m e r b y m e a n s o f a ttr a c tiv e c o n te n t, th e a c tiv ity o f m a r k e tin g s p e c ia lis t sh a ll c o n c e r n c o n tr ib u tin g p o s itiv e a s w e ll a s s ig n if ic a n t e x p e r ie n c e to p r o s u m e r 25 in o r d e r to c r e a te a n o p p o r tu n ity f o r a u d ie n c e to in v o lv e in c r e a tiv e , in n o v a tiv e a n d m u tu a l c o m m u n ic a tio n p r o c e s s w ith c o m p a n y b a s e d o n r e la tio n s e s ta b ­ lis h e d b y o n lin e c o n v e r s a tio n s w ith in th e c o m m u n itie s . I ts f u n c tio n in g is d e ­ f in e d b y m a n y - t o - m a n y m o d e l26 o f w h ic h m a in f e a tu r e s a re f lu id ity a n d c o n t i­ n u ity o f c o n v e r s a tio n s .

T h e a b o v e m o d e l m ig h t b e s u m m a r iz e d b y th e f o llo w in g g r a p h ic illu s tr a tin g s p h e re s , g o a ls a n d ta c ti c s to f o llo w in o r d e r to in tr o d u c e e f f e c tiv e S M M s tr a te ­ g y .

T h e g r a p h ic b e lo w (fig 1) d e m o n s tr a te s th e in te g r a l m o d e l o f S M M s tr a te g y th a t e m b r a c e s th e 6 s p h e re s o f th e a c tiv ity f r o m o f flin e tr a d itio n a l m a r k e tin g to o ls th r o u g h w e b b a s e d a n d S E O b a s e d te c h n iq u e s u p to s o c ia l m e d ia t e c h ­ n iq u e s . A s th e n e x t s te p , th e m e a n s a p p lie d c o r r e s p o n d to b o th - s id e s a c tio n s p e r f o r m e d b y c o m p a n y a n d r e s p o n d in g c lie n t. T h e s e a c tio n s h a v e b e e n d e r iv e d f r o m th e m a in o b je c tiv e s s u c h a s r e la tio n s h ip b u ild in g , c o n v e r s io n in to c lie n t, o p tim iz a tio n , o f flin e s a le s p r o c e s s im p r o v e m e n t e tc . th a t w e r e e s ta b lis h e d b a s

-24 Classification elaborated on the base o f various works of: Kaplan and Haenlein (2010), Evans (2010) and Report Las Redes Sociales en Internet.... However, for there are many criteria for classification o f social media which itself are convergent, the above classification does not aim to be exclusive as it is only the attempt o f proposal o f possible classification.

25 Based on IXMA Manifest, http://www.ixma.org/manifesto.htm.

26 Model described by S.M. Cutlip, Cutlip S.M, Manual de Relaciones Publicas eficaces, Gestion 2000, Barcelona 2006 and defined by J. Jaffe, Join the conversation..., p. 16-17.

i n g o n t h e p r i n c i p a l m a r k e t i n g s t r a t e g y o f i n t e g r a l c h a r a c t e r t h a t a p a r t f r o m c o m m u n i c a t i o n p r o c e s s i n c l u d e s a d v e r t i s i n g a n d b r a n d i n g t a c t i c s .

THE 6 SPHERES OF SOCIAL M ED IA M ARKETING

M arketing/ Advertising/

Branding

Relationship Building Conversion Optimization, Email, Copywriting, Offline Sales Process

1. Universe - All prospect

. BEYOND:

SEO, PPC,

TweetROI,

Twitterhawk,

@reply non­

followers by

topics

2. Engage - Who are you?

ENGAGEMENT

Commentes on

FB/videos/Blogs,

video views,

wigets installs,

@replies

3. Your List - Qualified prospects

SM LIST: RSS

subscribers, FB,

fans, friends,

Twitter followers

4. Your Site - What do you offers?

SITE: Website

Traffic, Links to

site

5. Pre-convert - Im Interested

(PRE)CONVER

SIONS: Leads,

Entries, House

Email List

6. Convert - I'll take it.

Sales, Donations,

Signatures

Fig. 1. Integrated model o f social m edia m arketing

Source: Instituto de Com munity M anager (2012) after: Brian Carter and Fuel Interactive (2009); http://w w w.searchenginepeople.com /blog/the-6-spheres-of-social-m edia-m arketing.htm l.

W h i l e p e r f o r m i n g t h e s t r a t e g y i n c l u d e d in t o a n i n t e g r a l m o d e l o f S M M m a r k e t i n g , i t is c o n v e n i e n t t o r e m e m b e r t h a t t h e S o c i a l M e d i a u s e r s a r e b e c o m ­ i n g f a n s t o t h o s e c o m p a n i e s t h a t p e r f o r m t h e v a l u e o f t r a n s p a r e n c y a n d m a n a g e t o c o n t r i b u t e w i t h t h e r e l e v a n t c o n t e n t a n d a r e a b l e t o l i s t e n a n d r e s p o n d t o t h e n e e d s o f its c l i e n t s . A l t h o u g h , t h e a d v e r t i s i n g is o n e o f t h e c o m m o n l y u s e d t a c ­ t i c s o n S o c i a l M e d i a p l a t f o r m t h a t r e s u l t s in g r o w t h in v i s i b i l i t y , it m u s t b e a v o i d e d in o n l i n e s o c i a l n e t w o r k s ' p r o f i l e s . A s f a r a s t h e t o p i c h a s b e e n i n v e s t i ­ g a t e d s o f a r , t h e S o c i a l M e d i a u s e r s a r e l o o k i n g f o r “ h u m a n f a c e ” o f t h e c o m p a ­ n y , s i m u l t a n e o u s l y g e t t i n g r a t h e r a n x i o u s a b o u t i d e a t h a t s o c i a l n e t w o r k s w i l l b e t r a n s f o r m e d in t h e b i g c o m m e r c i a l c e n t r e . T h e s u c c e s s f u l S M M s t r a t e g y s h a l l m a n a g e t o a t t r a c t t h e f a n s b y m e a n s o f i n t e r e s t i n g c o n t e n t , g e n e r a t e v i r a l i t y t h a t w i l l p o p u l a t e t h e c o n v e r s a t i o n s , c o n n e c t t h e u s e r s w i t h t h e b r a n d , d e v e l o p t h e s t r o n g e r a n d m o r e e f f i c i e n t r e l a t i o n w i t h c l i e n t s a n d b e i n g r e s p o n s i v e t o t h e p r o b l e m s t h a t m i g h t a r i s e b y a p p l y i n g s o c i a l m e d i a t o c l i e n t s s e r v i c e , c r e a t i n g a r e c i p r o c a l d i a l o g u e w i t h t h e b r a n d c o m m u n i t y .

T h e r e f o r e , w i t h t h e v i e w o f t h e a i m o f t h e p r e s e n t s t u d y , t h e m a i n t a c t i c s t h a t is m o s t l y c h a r a c t e r i s t i c f o r S M M c a n b e s u m m a r i z e d a s f o l l o w i n g : c o n t e n t t h a t c o n t r i b u t e s a d d i t i o n a l v a l u e a n d u t i l i t y f o r t h e u s e r , c o m m u n i t y e s t a b l i s h e d o n c o m m o n a n d s h a r e d i n t e r e s t s , p r o m o t i o n t h a t i n c l u d e s h i g h l y p e r s o n a l i z e d s o c i a l a d v e r t i s i n g , v i r a l m a r k e t i n g , n e t w o r k i n g ( c r o w d s o u r c i n g ) , c o n v e r s a t i o n s m u l t i p l e s o c i a l d i a l o g u e s , t r e n d i n g t o p i c s , s t r e a m s a n d f o r u m ) . E a c h t a c t i c c a n b e m a x i m i z e d b y a p p l y i n g t o t h e p a r t i c u l a r o n l i n e s o c i a l n e t w o r k s t h a t c o r r e ­ s p o n d i n t h e m o s t a d e q u a t e w a y t o t h e o b j e c t i v e s o f t h e t a c t i c s l i s t e d a b o v e . T h e t a b l e 1 d e m o n s t r a t e s t h e e x a m p l e s o f t a c t i c s a p p l i c a t i o n a c c o r d i n g t o a c h o s e n s o c i a l n e t w o r k : Table 1 The tactics and social networks

Source: own elaboration.

T h e a b o v e t a c t i c s a r e a i m e d t o a c h i e v e t h e c o r r e s p o n d e n t o b j e c t i v e s : d i f f u ­ s i o n a n d t r a n s m i s s i o n o f c o n t e n t ( s h a r i n g i d e a s a n d i n f o r m a t i o n ) , c r e a t i o n o f c o m m u n i t y , m u t u a l a n d c r e d i b l e r e l a t i o n s o f t r u s t , c o m m e r c i a l o b j e c t i v e s o f s a l e s a n d r e v e n u e s , g a i n i n g n o t o r i e t y , p r o f e s s i o n a l r e l a t i o n s o f c o l l a b o r a t i o n a n d c o o p e r a t i o n , d i a l o g u e s w i t h c o m m u n i t y . T h e s e g e n e r a l o b j e c t i v e s c a n b e t r a n s f o r m e d i n t o s h o r t - t e r m g o a l s t o b e a c h i e v e d i n d i f f e r e n t o n l i n e s o c i a l n e t w o r k s t h a t c a n b e t h e f o l l o w i n g o n e s : g r o w t h o f t h e c o m m u n i t y i n n u m b e r o f f a n s o r f o l l o w e r s , i n c r e a s e o f t r a f f i c ( f r e q u e n c y a n d i n t e n s i t y ) , i n c r e a s e i n n u m b e r o f c o n n e c t i o n s , f o m e n t i n g t h e c r e d i b i l i t y , i n c r e a s e o f t h e c i r c u l a t i n g c o n t e n t i n s o c i a l m e d i a a n d its v i r a l i t y p o t e n t i a l , i m p r o v e m e n t o f t h e q u a l i t y o f t h e r e l a t i o n s w i t h t h e m e m b e r s o f t h e c o m m u n i t y ( e n g a g e m e n t r a t e ) , i m p r o v i n g d i g i t a l b r a n d i n g , i n c r e a s e o f c o n s u m ­ e r s ' s a t i s f a c t i o n , g r o w t h i n s a l e s a n d c l i e n t s ' v o l u m e .

H a v in g c o n d u c te d e x te n s iv e th e o r e tic a l s tu d ie s o n S o c ia l M e d ia is s u e s r e ­ la te d to c o m m u n ic a tio n a n d m a r k e tin g o n lin e ,27 it c a n b e c o n c lu d e d t h a t S M M s tr a te g y n e e d s to b e o p tim iz e d : “ O p tim iz in g y o u r s o c ia l m e d ia ( . . . ) e f f o r ts in ­ v o lv e s e v e r y th in g f r o m m a k in g s u r e y o u r p r o f ile s h a v e th e r ig h t k e y w o r d s ( w h ic h in c lu d e s y o u r b r a n d , p r o d u c t o r s e rv ic e n a m e s ) , to e n s u r in g th e c o n te n t th a t y o u a re p la c in g o u t in to th e s o c ia l m e d ia c o m m u n itie s y o u b e c o m e i n ­ v o lv e d in is n o t o n ly “ f in d a b le ” b u t r e la te s to w h a t th o s e c o m m u n ity m e m b e r s a r e ta lk in g a b o u t” .28 T h e lis te d ta c ti c s a n d p r o c e s s e s im p ly t h e i r o w n c o r r e s p o n d in g te c h n iq u e s a n d to o ls o f m a r k e tin g c o m m u n ic a tio n to b e d e v e lo p e d a n d im p le m e n te d th a t m a y v a r y d e p e n d in g o n s o c ia l m e d ia p la tf o rm . Its u s a g e is r e la te d to th e o b je c ­ tiv e a n d s o c ia l n e tw o r k s c h o s e n a s c o m m u n ic a tio n c a n n e l. A t th is p o in t, d u e to th e lim its o f th e w o rk , th e r e w ill b e lis te d o n ly th e m o s t p o p u la r t o o ls a p p lie d to th e m o s t p o p u la r n e tw o r k s . A s f a r a s S o c ia l M e d ia M a r k e tin g is c o n c e r n e d , it is im p o r ta n t to e m p h a s iz e th a t th e to o ls a p p lie d m a y b e e la b o r a te d a n d im p l e ­ m e n te d in m u ltip le f o rm a ts s im u lta n e o u s ly , a s w e ll d e p e n d in g o n n e tw o r k , its a u d ie n c e , g o a l, e tc . s u c h as: te x ts ( T w e e ts ), p h o to s a n d v id e o s , lin k s , in te r a c tiv e o r p a s s iv e a p p lic a tio n s , to o ls r e la te d to p u b lic r e la tio n s , e tc . T h e e x a m p le s o f th e m a re d e m o n s tr a te d in th e ta b le o n th e f o llo w in g p a g e .

I t h a s b e e n in tr o d u c e d in te g r a l c la s s if ic a tio n o f th e to o ls b a s e d p r im a r ily o n th e f o r m a t o f c o n te n t d ic h o to m y t e x t v e r s u s v id e o a n d a u d io f o rm a ts . M o r e o v e r, it w a s in c lu d e d th e d iv is io n in to p a s s iv e a n d in te r a c tiv e to o ls d e f in e d a s th e g r a d e o f th e e f f o r t r e q u ir e d f r o m th e u s e r to in te r a c t w ith m a r k e tin g c o n te n t in o r d e r to e s ta b lis h c o m m u n ic a tiv e r e la tio n w ith th e c o m p a n y . A s th e la s t o n e , P u b lic R e la tio n s to o ls h a v e b e e n in c lu d e d d u e to its r e c e n t c h a n g e a n d d e v e l­ o p m e n t in a c c o r d a n c e to d e m a n d s o f n e w c h a n n e ls o f s o c ia l m e d ia 29 a n d im ­ p o r ta n c e in c o m m u n ic a tio n a n d in te r a c tio n a p p r o a c h in th e r e la tio n s w ith th e c lie n ts . T h e r e f o r e , P R a n d its to o ls s e e m to b e m o s tly r e le v a n t in m o d e r n m a r ­ k e tin g c o m m u n ic a tio n v i a s o c ia l m e d ia .

It c a n b e o b s e r v e d in th e c a s e o f a b o v e c la s s if ic a tio n t h a t th e in te r a c tiv e to o ls a re d o m in a tiv e a s f a r a s th e m o d e o f s tr a te g y im p le m e n ta tio n s is c o n

-27 For further details please consult the following authors: Charleswoth (2010); Costa (1995); Li y Bernoff (2010); Solis y Kutcher (2010); Halligan i Shah (2010); Podlaski (2011); Calvo (2000); Aced, Neus y Benitéz (2009); Evans (2010).

28 L. Evans, Social media marketing: promoting your company through viral marketing, Que Pub. and Pearson Education, London 2010, p. 59.

29 Importance o f social media public relations was stressed out by B. Solis, D. Breakenridge, PR 2.0 in a Web 2.0 world: what is Public Relations 2.0, FT Press Delivers, New Jersey 2010.

c e m e d . A lth o u g h , th e p a s s iv e to o ls b a s e d o n th e m in im u m e f f o r t d e m a n d e d f r o m u s e r u s u a lly lim ite d to m a k e a c lic k , a re a s w e ll c o m m o n in u s a g e . T h e s h if t in m a r k e tin g to w a r d s c o m m u n ic a tio n a p p r o a c h is illu s tr a te d b y th e d e v e l­ o p m e n t a n d im p le m e n ta tio n o f to o ls o r ig in a te d w ith in p u b lic r e la tio n s b u t m o d ­ if ie d to f it s o c ia l m e d ia a t f ir s t a n d th e n to s e rv e th e a im s o f S M M . N e v e r t h e ­ le s s , th e g r a d e o f u tility a n d a p p lic a tio n o f th e a b o v e to o ls m a y v a r y d e p e n d in g o f a d e s ig n e d c a m p a ig n , th e g r a d e o f c o m p le x ity in its c r e a tio n , f o rm a t, e f f i­ c ie n c y a n d e f f e c tiv e n e s s in im p le m e n ta tio n a s w e ll a s th e n e e d s o f th e b ra n d . H o w e v e r , th e m a jo r b e n e f its o f th e s e to o ls r e s t u p o n th e a c c e s s f re e o f c h a r g e in m o s t o f th e c a s e s a n d th e f a c ility in its m a n a g e m e n t, b y b o th p a r ts in v o lv e d in c o m m u n ic a tio n p r o c e s s : c o m p a n y a n d c lie n ts . " S o c ia l m e d ia p r o v id e s u s w ith th e to o ls a n d th e c h a n n e ls to r e a c h p e o p le d ir e c tly . T h r o u g h th is p r o c e s s , ( a n y o n e ) b e c o m e p a r t o f th e m e d ia p a r a d ig m a n d ( a n y o n e 's ) c o m m u n ic a tio n a n d in f lu e n c e c a n b e c o m e p o w e r f u l .” 30 A t th e f in a l s ta g e o f th e a n a ly s e s , it w ill b e in tr o d u c e d th e b a s ic a n d m o s t c o m m o n to o l (fig . 2 ) th a t u s u a lly in te g r a te s th e o th e r m e n tio n e d in th e ta b le : c o r p o r a te p r o f ile in o n lin e s o c ia l n e tw o r k ( fa n p a g e o r s im p ly s o c ia l p r o file ) . It is a to o l t h a t f a c ilita te s th e c o m m u n ic a tio n w ith c lie n t. Its o r g a n iz a tio n , a c tu a l­ iz a tio n , le v e l o f m u lt im e d ia im p le m e n ta tio n , c o n te n t a n d c o m m u n ity c r e a te d w ill d e te r m in e th e q u a lity o f th e c o m m u n ic a tio n th a t m ig h t b e e x e c u te d b y m e a n s o f th is to o l. B e in g a f ir s t a n d c o m m o n s te p to p e r f o r m e f f e c tiv e ly m a r ­ k e tin g s tr a te g y in th e s e c h a n n e ls , c a n b e d e f in e d a s fo llo w in g , i f u s in g F a c e b o o k e x a m p le : “Y o u r F a c e b o o k B u s in e s s P a g e w a ll is th e “ h o m e w h e r e y o u r b u s i ­ n e s s “ f a n s , f rie n d s , c u s to m e r s , a n d c r itic s c a n a ll in te r a c t d ir e c tly w ith y o u r c o m p a n y .” 31

I t m u s t c o n ta in s u c h e le m e n ts as: n a m e , p h o to o r lo g o ( a lte r n a tiv e ly : a v a ­ ta r ) , b io g r a p h ic n o te w h ic h in c lu d e s in tr o d u c tio n a n d b a s ic in f o r m a tio n o n th e c o m p a n y , lin k s to o th e r s ite s , f o ru m to f a c ilita te d is c u s s io n s a n d r e c o m m e n d a ­ tio n s , p r o m o tio n o f th e p r o f ile in o th e r o n lin e s o c ia l n e tw o r k s , m u s t b e in te g r a t­ e d o p tim a lly w ith o th e r c h a n n e ls a n d f a c ilitie s o f s o c ia l m e d ia , s e g m e n te d a d ­ v e r tis in g , s h a ll r e a c h th e h ig h e s t n u m b e r p o s s ib le o f fa n s . T h e q u a n tity o f th e o n lin e s o c ia l n e tw o r k s in w h ic h th e c o m p a n y s h a ll d e v e lo p its p r e s e n c e d e p e n d s o f th e o b je c tiv e s a n d r e s o u r c e s o f th e c o m p a n y a n d s h a ll b e s u b je c te d to th e p r e v io u s a n a ly s is o f in te r n a l p o s s ib ilitie s . T h e e f f e c tiv e n e s s in c o m m u n ic a tio n

30 B. Solis, B. Breakenridge, Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business o f PR, FT Press, New Jersey 2009, p. 112.

is d e t e r m i n e d b y t h e n u m b e r o f n e t w o r k s o f p r e s e n c e a n d a c t i v i t y , s i n c e v a r i o u s c h a n n e l s c o n t r i b u t e w i t h d i v e r s e t o o l s a n d f a c i l i t a t e t o a c h i e v e m u l t i p l e o b j e c ­ t i v e s s i m u l t a n e o u s l y a s w e l l a s t o t a r g e t t h e s t r a t e g y t o d i f f e r e n t a u d i e n c e s .

SM M Tools

TEXT Paid advertising and

infomercials foros Leaflets, reports, manuals en pdf format for download FAQ Blog advertorials Wikis (companies and sector) PASSIVE

opt-in buttons in the

referenced content in

various sites and

social media places

Bonos and gifts

Recommendations

Tags

Fans

Timeline AND

Streams

Groups and lists

Geolocalization

RSS

Pay-per-client

Social SEO

Buttons -like and

Share

Pay- con- Tweet

Hashtags

Fig. 2. Tools of communication within social media marketing

PUBLIC RELATIONS

sponsoring

internal

communication tools

like yammer

press conference and

press note , video

conferences and

tweetconferences

Social Press Release

Social Press Rooms

social leaflets

Events online

interviews -

tweetintervies

youtube interviews

Source: authors' elaboration.32

H o w e v e r , t h e a u g m e n t e d p r e s e n c e m u s t c o r r e s p o n d t o t h e p o s s i b i l i t i e s o f t h e c o n t r o l o v e r t h e m a r k e t i n g s t r a t e g y b y t h e c o m p a n y in s u c h h y p e r - c o n n e c t e d a n d d i s p e r s e e n v i r o n m e n t a s s o c i a l m e d i a . T h e m a r k e t i n g c o m m u n i c a t i o n is d i s t r i b u t e d in v a r i o u s n e t w o r k s a s c o n v e r s a t i o n s c a r r i e d o u t m a y v a r y in its i n ­ t e n s i t y , t o p i c s , a s p e c t s t a k e n in t o c o n s i d e r a t i o n e tc . T h e p a r t i a l c o n t r o l o v e r its c o m m u n i c a t i o n is n e c e s s a r y t o b e e x e c u t e d b y t h e c o m p a n y s i n c e i t is s h a r e d w i t h n e w e m p o w e r e d u s e r t h a t m a y e n d a n g e r t h e b r a n d b o t h in o n l i n e a n d o f ­ f l i n e r e a l i t y . T h e c o n t r o l in c a s e o f s o c i a l m e d i a m e a n s t h e i n f l u e n c e e x e r c i s e d b y c o m p a n y o v e r t h e s t r e a m o f c o n v e r s a t i o n s . S M M s t r a t e g y m u s t b e p l a n n e d in c o h e r e n c e t o t h e n e e d s o f t h e c o m p a n y , a n d s u p e r v i s e d b y m e a n s o f S o c i a l M e d i a M e a s u r e m e n t t o o l s t o e x a m i n e t h e r e a l o n l i n e p e r f o r m a n c e s u c h a s q u a n ­ t i t a t i v e t o o l s t o a n a l y z e t h e n u m b e r o f f a n s a n d m e n t i o n s a n d q u a l i t a t i v e t o f o l ­

32 Although some of these tools may fall into few of the listed categories, the classification aims to be orienteering towards main and the most popular tools as is based on the dominant format, type of engagement and the role of PR in the contemporary online communication with clients via social media channels.

VIDEO AND PHOTOS videos and channels Podcasts live stream of photos, posts AND

videos) avatars, logos, photosand image graphics videogames INTERACTIVE

social games

surveys

client service

selection of best fan

of the month

Posts and comments

Social listening and

web analytic tools

Creation of the

groups and

communities

interactive

applications

(Doodles en

Facebook

Leads and landing

pages

corporate fan page

Competition

Rankings (ratings)

lo w th e tr e n d in g to p ic s a n d k e y w o r d s in c o n v e r s a tio n s c o n d u c te d o n lin e , in o r d e r to : “A n a ly z e a n d c o m p a r e y o u r s o c ia l m e d ia a c tiv itie s a n d a c tiv itie s o f y o u r c o m p e tito r s , f in d in f lu e n c e r s , th e m o s t e n g a g in g p o s ts a n d tw e e ts a n d a p ­ p ly b e s t p r a c tic e a n d m o n it o r a n d im p r o v e th e r e s p o n s e r a te s f o r c u s to m e r d e - m a n d ” 33

D u e to a p p lic a tio n o f m e a s u r e m e n t to o ls o f c o m m u n ic a tio n p r o c e s s in S o ­ c ia l M e d ia w ith in m a r k e tin g s tr a te g y , it is p o s s ib le to v a lu e th e p r e s e n c e a n d u s a g e o f th o s e c h a n n e ls in th e p a r ti c u la r s tr a te g y , le a r n a b o u t th e a u d ie n c e s , e x a m in e th e u s a g e o f th e c o n te n t c o n tr ib u te d , m a p th e in te r a c tio n s a n d m a in in f lu e n c e r s , e v a lu a te th e r e f e r e n c e s a n d r e c o m m e n d a tio n s , a n a ly z e s a le s a n d v o lu m e o f a ll ty p e s o f c lie n ts , im p r o v e p r o d u c ts a n d o p e r a tio n s o f th e c o m p a n y , a n d f in a lly to id e n tif y th e c h a lle n g e s a n d th r e a ts . A s it c o u ld b e o b s e r v e d in th e ta b le o f c o m m u n ic a tio n to o ls , th e o n e o f th e m a re in v e s tig a tio n to o ls . T h e y w e r e in c lu d e d th e r e n o t b y a c c id e n t o r m is ta k e , b u t b e c a u s e m o d e r n S M M im ­ p lie s m e a s u r e m e n t a s th e in te r a c tiv e w a y o f le a r n in g a b o u t th e c o m p a n y i t s e l f a n d its ta r g e ts in th e w a y t h a t it w o u ld a llo w f o r f u r th e r im p r o v e m e n ts a n d a d ­ a p ta tio n s f o r th e f u tu re . S o c ia l m e d ia a p p lie d w ith in th e m a r k e tin g s tr a te g y a re n o t o n ly c o s t e f f e c tiv e a n d e f f ic ie n t to o ls o f m a r k e t r e s e a r c h b u t in s id e th is m o d e l o f c o m m u n ic a tio n th e m a r k e t r e s e a r c h is b e c o m in g c r u c ia l a n d o b lig a to ­ ry p a r t to f o llo w th e q u ic k ly c h a n g in g tr e n d s a n d c o n s ta n tly f lo w in g a u d ie n c e s . O n e o f th e c r u c ia l p o in ts is D A F O a n a ly s is a p p lie d to c o m m u n ic a tio n .34 F in a lly , th e m e a s u r e m e n t o f s o c ia l m e d ia p e r f o r m a n c e a n d e n v ir o n m e n t­ S o c ia l M e d ia A u d it - it w ill s e rv e to d e te r m in e th e R O I 35d u e to w h ic h a n y c o m p a n y is c a p a b le to e v a lu a te e f f e c tiv e n e s s o f its c o m m u n ic a tio n p r o c e s s in s o c ia l m e d ia . A m o n g m a n y c o n c e p ts o f R O I t h a t c a n b e f o u n d th r o u g h o u t th e lit e r a tu r e o n s o c ia l m e d ia , th e o n e p r o p o s e d b y S o lis 36 ta k e s in th e c o n s id e r a tio n tim e a n d h u m a n r e s o u r c e s o b lig a to r y f o r s u c c e s s f u l S M M s tr a te g y - T im e A s ­ s e s s m e n t F o rm u la . T h is f o r m u la e n c o m p a s s e s :

- n u m b e r o f a v e r a g e r e le v a n t c o n v e r s a tio n s p e r d a y p e r c o m m u n ity , - m u ltip lie d b y th e q u a n tity o f r e le v a n t c o m m u n itie s ,

33 www.socialbakers.com.

34 Importance o f DAFO in effective communication was pointed out by J. Xifra, Teoria y estructura de las relaciones püblicas, McGraw Hill, Madrid 2003.

35 The purpose o f ROMI is to optimize marketing spend for the short and long term in support o f the brand strategy by building a market model using valid and objective marketing metrics and analytics. Definition introduced by Guy R. Powell, Marketing Calculator: Measuring and M an­ aging Your Return on Marketing Investment, John Wiley, Singapure 2008 and derived from G. Powell, S. Groves and J. Dimos, RO I o f Social Media, John Wiley, Singapore 2011, p. XXI.

- m u ltip lie d b y 2 0 ( a v e ra g e m in u te s r e q u ir e d to r e s e a r c h a n d r e s p o n d a n d a ls o m o n it o r f o r a d d itio n a l r e s p o n s e s ) , v a r ia b le + / - d e p e n d e n t o n th e c a s e , u s u a lly + , - d iv id e d b y 6 0 ( m in u te s ) , - e q u a ls th e a m o u n t o f tim e r e q u ir e d a n d in tu r n , th e r e s o u r c e s a n d a s s o ­ c ia te d c o s ts r e q u ir e d d e p e n d in g o n in te r n a l la b o r ( s a la r ie s /h o u r ly r a te s ) , e x te r n a l c o n s u ltin g f e e s , p lu s c o s t o f e q u ip m e n t a n d o th e r n e c e s s a r y r e s o u r c e s .

Conclusions

A s it w a s d e m o n s tr a te d th r o u g h o u t th e p a p e r , S M M m a r k e tin g is r e la tiv e ly n e w c o n c e p t b o r n a n d d e v e lo p e d o n th e b a s e o f th e n e w s o c ia l m o d e ls o f d ig ita l e c o n o m y w h a t in v o lv e s n e w s tr u c tu r e s o f a c tiv e a u d ie n c e s p o s s e s s in g e n o u g h c o n tr o l o v e r c o m m u n ic a tio n p r o c e s s o f th e c o m p a n y . S o c ia l M e d ia d u e to its s p e c if ic c h a r a c te r is tic s c a n b e c o m e p ill a r o f e f f e c tiv e a n d in n o v a tiv e s tr a te g y b y c o n tr ib u tin g w ith b o th in te r a c tiv e a n d in n o v a tiv e to o ls o f m o d e r n c o m m u n ic a ­ tio n t h a t b e t te r c o r r e s p o n d to th e f r e s h ly e m e r g e d a u d ie n c e s a n d th e ir p a r tic u la r n e e d s . T h e s e n e w ly d e v e lo p e d to o ls d o n o t o n ly f a c ilita te th e b id ir e c tio n a l c o m m u n ic a tio n b u t a ls o a re s u s c e p tib le f o r m e a s u r e m e n t a n d R O I e s tim a tio n . N e v e r th e le s s , S M M m a r k e tin g d e m a n d s f u r th e r a n d m o r e a d v a n c e d s tu d ie s o n its e f f e c tiv e n e s s a n d c r e a te s a c h a lle n g e to c r e a te a s o lid th e o r e tic a l f o u n d a tio n s o f its f u n c tio n in g .

SOCIAL MEDIA MARKETING JAKO NOWY PARADYGMAT

W ROZWOJU INNOWACYJNYCH NARZĘDZI

KOMUNIKACJI MARKETINGOWEJ

Streszczenie

Social media marketing (SMM) to nowa koncepcja komunikacji z klientami, która powstała i rozwinęła się w wyniku implementacji platform społecznościowych. Artykuł jest próbą nauko­ wego podejścia do tego nowego paradygmatu komunikacji online, mając za zadanie przeanalizo­ wanie rozwoju koncepcji, podstaw teoretycznych oraz modelu funkcjonowania. Pozwoli to na zdefiniowanie tego pojęcia w nowoczesnej komunikacji oraz na opracowanie efektywnych mode­ li strategii komunikacyjnych z klientem, jak również ich ewaluacji.