Social networks marketing and communication strategies of advertisers

Résumé du document

To reach 50 million users, it took thirty-eight years on the radio, thirteen to television, internet four years ... while Facebook has won 100 million members in less than 9 months. (Balagué et al., 2010). Today, this social network has more users that there are people in the European Union (Zuckerberg, 2010). As for latest fads in social networks, Twitter has allowed its 145 million Internet users (Williams, 2010) to send more than two billion "Tweets" in 2010(Costolo, 2010).Appeared in the early 2000s with My space, social networks are experiencing a exponential growth of Internet. According to a study by the usage of Internet, published in August 2010, more than 20 million Internet users would have enrolled on a community site and more than 8 million would make it there every day (Médiamétrie, 2010).

With Internet becoming more and platforms that are constantly increase, social networks appear more like media essential for brands. In this context, it is not uncommon for brands significantly change their comprehensive communication strategy, often at the expense of traditional media. This was the case of Pepsi for the first time in 23 years, decided to abandon its traditional commercials during the Super bowl in 2010, to spend the 20 million dollars that cost him such a unique campaign ads on social networks: The Pespi Refresh Project, which provides among other financing projects or individual citizens collective. This decision reflects the current trend of brands to lose interest traditional media to turn to new media, such as networks social (Pellicer, 2010, p.30).However, brands are still struggling today to analyze opportunities offered by social networks in the long term (Smith, 2009), and in most cases they not know how

Extraits

[...] To conduct a qualitative study, the interviewee has several techniques (Roche p.33): Individual interviews consisting of an interviewer and an interviewee: o non-directive interview: the interviewee has the opportunity to speak freely without a specific theme o semi-structured interview: the interviewee's responses are directed through a predetermined interview guide. Group interviews: directed by a facilitator in a group people Observation techniques. c. Target Population We contacted experts directly involved in the establishment of communication strategy on social networks. They are from many fields, both advertisers than agencies acting as counsel in developing strategy on social networks. d. [...]

[...] various companies And communication agencies or freelance consultants. e. Construction of the sample We contacted 50 people of them responded. Finally, we able to achieve 12 interviews, five professionals working with an advertiser and 7 professionals from advertising agencies or acting as a consultant freelance. Is an overall response rate of 48% (responses / persons contacted). f. Developing an interview guide In the case of our study, data collection was done by semi-directive interviews, pre-defined around themes of references included in a interview guide to center the discourse of the interviewees. [...]

[...] As a rule Generally, this is mass communication (Lambin, 2003). ➢ Sales promotion: "Any short-term stimulus to encourage buying a product or service "(Kotler et al., 2006). According Decaudin (2003),it can be used as a reminder of advertising-media, or any other actions communication. ➢ Sponsorship and event communication: "Any association with a entity promoting a cause, a proposed sporting, cultural or health, or a event "(Kotler et al., 2006). ➢ Public relations: These are all "techniques to improve the image of a company to its various stakeholders "(Kotler et al., 2006).In most cases, this type of communication develops in the form of dialogue and exchange and use of information outlets such as journalists ormakers (Decaudin, 2003). [...]

[...] This literature review allowed us to highlight the positive impact of and wider social networks of Web 2.0 on the communication practices of advertisers. With the emergence of new marketing rules (permission marketing, social marketing), the marks do not seem to have little choice but to adapt if they want to integrate these community spaces. For this, it seems necessary to integrated within the framework of thoughtful strategies, taking into account all the specificities of this new type of relationship, if they do not want to lose control of their communication. [...]

[...] In this context, it is not uncommon for brands significantly change their comprehensive communication strategy, often at the expense of traditional media. This was the case of Pepsi for the first time in 23 years, decided to abandon its traditional commercials during the Super bowl in 2010, to spend the 20 million dollars that cost him such a unique campaign ads on social networks: The Pespi Refresh Project, which provides among other financing projects or individual citizens collective. This decision reflects the current trend of brands to lose interest traditional media to turn to new media, such as networks social (Pellicer p.30).However, brands are still struggling today to analyze opportunities offered by social networks in the long term (Smith, 2009), and in most cases they not know how This research proposal focuses on the social networks that can be defined as "tools that facilitate the process of connecting around a common center of interest and allow the contact line "(Dyson, 2006). [...]