online communication vodcast part 2

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Online Communications part II

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Marketing activity in which a company recruits customers to be sales agents and spread the word about a product ( Solomon et al – 2006) Viral = network enhanced word of mouth Any activity that successfully encourages individuals to pass on a marketing message Grows like a virus – or buzz ( creating a buzz ) Viral marketing

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The sender willing to receive the kudos from sending the message The receiver must perceive value in the message The originator of the message must benefit from its propagation Criteria for viral marketing

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Medium of communication to mass audience ( targeted ) Email – one message and a few clicks – 50 people receive information Movie clip passed and opinion given – WOM created Internet and viral

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Gives away something useful Provides for effortless transfer to others Scales easily from small to very large Exploits common motivation and behaviours Utilises existing communication networks Takes advantage of other’s resources BUT Once launched the originating organisation has no control However measurable – leave a trace ex viral charts or Youtube views Elements for successful viral campaign

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People Like Watching Videos Decrease Website Bounce Rate Your Videos Will Rank Still An Early Technology Increases Branding & Credibility Criteria for video viral

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Advertising and sales focused at potential and actual customers Public relations more diverse audience Public = any individual or group that may have an effect on how the organisation runs its business Corporate communications = public relations and vice versa PR = public relations Online PR = press relations too Public relations online

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1 – To announce good news 2 - To counteract bad news E-public relations

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Essential to respond by appropriate medium Public will come looking for the information Transparency necessary Reactivity for bad news

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Press releases for journalists General information for larger public PR information can be integrated into ‘normal’ web site content News link , new products sections, RSS feeds Appropriate content

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The press are the conduit between a company and its different publics Pay for any content in Above the line media ( advertising ) Does not pay journalist to write in those media Easy access to information for journalists Previously by post, then wire , then fax – for selected publications Web 1.0 – websites had press releases sections Web 2.0 – archives = chronological history E- press relations

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Individual press contacts FAQ section Downloadable company logos Details of company and its history Details of company locations Description of products and services Photo library Audio and video clips E- press kit

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blogging A personal online journal Term introduced in 1999 Bloggers were individuals posting comments Reflection of the personality of the author BLOGGERS HAVE ATTITUDE!! Example of consumer generated media RSS enables distributing and receiving content online Newsfeeds facilitates communication Ex Tesco Deal of the Day

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Suitable for B2B and B2C Intranet version – ideal workplace communication Extranet – sharing development efforts, campaigns and strategies As a podcast – similar to eCampus and these vodcasts for informing the end user Informality Connectivity Main problem – objective of communication Blogging – an online marketing tool

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Coursework completed CCI – A QCM on vodcasts and CM1 Comment on vodcast initiative Innovation needs feedback No feedback, NO PROGRESS Cosntructive criticism Good luck for the future in or out of MCV!!! Marketing 3.0 – mission accomplished