social media 12 .0 $0 ! 1 - footstep.gr · active social media users active social users as a...
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Σα Social Media β θΫα πδχ έλβ β
22κ ΜκθκπΪ δ πδχ δλβηα δεσ β αμ:
Γ υλΰδκμ Παπα κπκτζβμ B.Sc.|M.B.A.|c.Ph.D.
Καγβΰβ άμ-τηίκυζκμ πδχ δλά πθ
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Ο Οηδζβ άμ αμ..
Γ υλΰδκμ Παπα κπκτζβμ B.Sc.|M.B.A.|cPh.D. Κα ή – Σύ ου ο Επ χε ή εω
FB: https://www.facebook.com/george.papadopoulis
Twitter: @papadopoulis
LinkedIn: https://www.linkedin.com/in/gpapadopoulis
Blog: http://gpapadopoulis.wordpress.com/
Email: [email protected]
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Πδγαθυθ θα Ϋχ παλαεκζκυγά δ Ϋθα απσ αυ Ϊ…
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…ά αυ Ϊ…
… υηπΫλα ηα:
η β χλά β πθ social media γα αυιά κυη δμ ππζά δμ!!!
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Όηπμ, β πλαΰηα δεσ β α έθαδ δαφκλ δεά…
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Όζα έθαδ εα απζβε δεΪ..,
…αζζΪ εαθ έμ θ έθαδ υ υχδ ηΫθκμ
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Blogs Discussion Boards
Forums Chat IM Vlogs
Moblogs SMS Podcasts
Microblogs Photo Blogs
Prediction Markets RSS
Collaboration Collective
Intelligence Communities
Wikis Recommender Systems
Mashups User-Generated
Content
έα β βθ χθκζκΰέα…
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Σδ πδ τκυθ κδ πδχ δλά δμ σ δ θ δαφΫλ δ κυμ εα αθαζπ Ϋμ….
Strategy & Leadership Journal
“From social media to social customer relationship management”
Carolyn Heller Baird, Gautam Parasnis
Σδ γΫζκυθ κδ εα αθαζπ Ϋμ απσ δμ πδχ δλά δμ α social media
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μ ι εδθά κυη απσ βθ αλχά… (απσ α πδκ ία δεΪ)
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Σδ κλέακυη πμ πδχ έλβ β;
πδχ έλβ β απκ ζ έ ηδα παλαΰπΰδεά - κδεκθκηδεά ηκθΪ α, η βθ Ϋθθκδα σ δ υθ υΪα δ εαδ αιδκπκδ έ κυμ υθ ζ Ϋμ παλαΰπΰάμ ( λΰα έα, ε φΪζαδκ, ΰθυ β, χθκζκΰέα ε ζ.),
πλκε δηΫθκυ θα παλΪΰ δ πλκρσθ α ά υπβλ έ μ, η εκπσ β δΪγ β κυμ ηΫ π κυ ηβχαθδ ηκτ βμ αΰκλΪμ κυμ
εα αθαζπ Ϋμ.
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εκπσμ βμ πδχ έλβ βμ;
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Καδθκ κηέα:
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ΜΪλε δθΰε (κλδ ησμ):
«Η πδ άηβ εαδ β Ϋχθβ βμ δ λ τθβ βμ, βηδκυλΰέαμ εαδ παλΪ κ βμ αιέαμ ΰδα βθ δεαθκπκέβ β πθ αθαΰευθ
βμ αΰκλΪμ- σχκυ η εΫλ κμ.»
Dr. Philip Kotler
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ίγ α άρ ετ γ :
Μέΰηα ΜΪλε δθΰε:
Σα ΝΫα 4Ps κυ Marketing
https://gpapadopoulis.wordpress.com
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έα β βμ πδχ έλβ βμ εαδ κυ ΜΪλε δθΰε:
Α Θ Ω Σ
ΌΥΙ β Σ ΥΝΟΛΟΓΙ
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Ο ΝΘΡΧΠΟ Ϋχ δ αθΪΰε μ…
…β αδ έα βμ τπαλιβμ πθ social media!
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What Is Social Media, Anyway? (And Why Managers Should Care)
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What Is Social Media, Anyway? (κλδ ησμ)
Έθαμ κλδ ησμ έ αδ απσ κυμ Kwon & Wen (2010) κ Ϊλγλκ κυμ “ An empirical
study of the factors affecting social network service use” αθαφκλδεΪ η α online
εκδθπθδεΪ έε υα. Σα online εκδθπθδεΪ έε υα έθαδ:
« δε υαεκέ σπκδ πκυ πδ λΫπκυθ βθ κδεκ σηβ β χΫ πθ η αιτ πλκ υππθ απ υγ έαμ τθ β ηΫ π βμ υζζκΰάμ χλά δηπθ πζβλκφκλδυθ εαδ κυ
δαηκδλα ηκτ αυ υθ η Ϊζζκυμ αθγλυπκυμ. πέ βμ, ηπκλκτθ θα βηδκυλΰά κυθ κηΪ μ, κδ κπκέ μ πδ λΫπκυθ βθ αζζβζ πέ λα β η αιτ πθ χλβ υθ η
παλσηκδα θ δαφΫλκθ α».
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What Is Social Media, Anyway? ( βθ κυ έα κυμ….)
Social Media is the Human Voice
And that is The Most Important
Technology
MIT Sloan Management Review
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Κα αθκυθ αμ κθ Social Κα αθαζπ ά
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Κα αθκυθ αμ κθ Social Κα αθαζπ ά…
έθαδ α social media ηδα παθΪ α β;
Καδ βθ πλαΰηα δεσ β α, δαφΫλ δ απσ δμ πλκβΰκτη θ μ χθκζκΰδεΫμ παθα Ϊ δμ;
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Κα αθκυθ αμ κθ Social Κα αθαζπ ά…
Ναδ έθαδ ηδα παθΪ α β!!!
ζζΪ β παθΪ α β, αυ άθ βθ π λέπ π β, θ έθαδ χθκζκΰδεά, έθαδ εκδθπθδεά!!!
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JAN 2016
# #
•
• Sources: Facebook; Tencent; VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; UN, US Census Bureau for population data.
TOTAL NUMBER OF
ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS AS
A PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER OF
SOCIAL USERS
ACCESSING VIA
MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
SOCIAL MEDIA USE BASED ON THE MONTHLY ACTIVE USER NUMBERS REPORTED BY EACH COUNTRY’SMOST ACTIVE PLATFORM
2.31B 31% 1.97B 27%
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Κα αθκυθ αμ κθ Social Κα αθαζπ ά…
www.businessinsider.com
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Κα αθκυθ αμ κθ Social Κα αθαζπ ά…
Το ο π ο : υ υ α, ο α α α ω
υπσ πέ β, αθβ υχέα, Ϋθ δα
θ λΰσμ & υηη κχδεσμ
δα- δε υπηΫθκμ
η δΪγ β Ϋεφλα βμ
δ ε δεβ δεσμ
εαχτπκπ κμ
απαδ β δεσμ, πδζ ε δεσμ
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Κα αθκυθ αμ κθ Social Κα αθαζπ ά…
Γδα έ χλβ δηκπκδ έ κ εκδθσ α Κ ; Κέθβ λα: Έ φ α , π ο ω α
Κο ω οπο ( παφ , ω )
Χ οφ (π οφο , υ ου , π)
«Π ο α» ( π , π ο φο , π)
α α
Α α απ ου ου , status
ω , πα α ο ο ο ω
Αυ ο- (π ο φ ω π οφο , « ο »)
Α α ου α ο α
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…εαδ φσ κθ κ εα αθαζπ άμ έθαδ α social media… έθαδ εαδ κδ πδχ δλά δμ.
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websites content
story-telling
omni-channel
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Ό ο π ο π ου χ ο ο α, ο
απο α υ α απ ου α α α ω α .
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Οδ πδχ δλά δμ: δ εΪθκυθ α Social Media;
σ δ Ϋεαθαθ ηΫχλδ υλα, α παλα κ δαεΪ ηΫ α εαδ κ δα έε υκ (web 1.0);
• δαΰπθδ ηκτμ
• πλκ φκλΫμ
• δαφάηδ β
• παλκυ έα β πλκρσθ πθ
• «πζβλπηΫθα» / «αΰκλα ηΫθα» likes
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Οδ πδχ δλά δμ: δ εΪθκυθ α Social Media;
Έθα παλΪ δΰηα…..
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« κφέα» πθ Social Media:
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Μ Ν Ξ ΥΝ Σ ΣΟΤ
ΙΚΟΤ Κ ΝΟΝ
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Κ ΝΟΝ #1: ΚΟΤΣ
• Google Alerts
• TweetDeck
• SocialMentions
• RSS
(για αρχή)
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Κ ΝΟΝ #2: ΜΠΛ Κ ΙΣ
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Κ ΝΟΝ #3: Μ ΣΡ Σ
• Audience
• Engagement
• Loyalty
• Influence
• Action
(METRICS SHOULD MAP TO GOALS. PERIOD.)
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πδζΫΰκθ αμ α Social Media:
• Έθα ηΫ π θ έθαδ αλε σ. • θ γα ίλ έ σζκυμ κυμ υθβ δεκτμ π ζΪ μ αμ ηδα πζα φσληα
• έθαδ πδκ πδγαθσ κδ π ζΪ μ αμ θα υηη Ϋχκυθ π λδ σ λ μ απσ ηέα πζα φσλη μ
• π θ τ χλσθκ, εσπκ εαδ χλάηα
• λ υθά τηφπθα η κ σχκ χυλα / π λδκχά
• Η Κκδθπθδεά πδλλκά απαδ έ υπκηκθά: • ΜΪγβ β
• Οδεκ σηβ β χΫ πθ
• κεδηΫμ
• ζ δ κπκέβ β
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Κα αθκά κυμ π ζΪ μ αμ
Πσ κ εαδλσ χλβ δηκπκδκτθ βθ πζα φσληα; Σδ εΪθκυθ ε έ;
Πυμ αζζβζ πδ λκτθ η κυμ Ϊζζκυμ;
λ έ κ "ηΫλκμ βμ πδλλκάμ"
Πκυ παέλθκυθ δμ απκφΪ δμ αΰκλΪμ; Πκυ πβλ Ϊακθ αδ απσ κυμ Ϊζζκυμ;
Πκυ παλα βλκτθ πυμ κδ φέζκδ κυμ αΰκλΪακυθ / υαβ κτθ ΰδα δμ αΰκλΫμ κυμ;
άηα α ΰδα βθ πδζκΰά πθ Social Media:
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άηα α ΰδα βθ πδζκΰά πθ Social Media:
Έλ υθα βμ πζα φσληαμ
Κκδθπθδεά υθαηδεά
υθα σ β μ ΜΪλε δθΰε: δαφβηέ δμ
Υκλβΰέ μ
εζπ
φαληκΰΫμ & widgets
Brand pages
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άηα α ΰδα βθ πδζκΰά πθ Social Media:
ε φ έ εαδ ιδκζκΰά βθ λα βΰδεά αμ
χ δΪ
υθ δ β κπκδά πκδ μ πζα φσλη μ Ϋχκυθ κυ δα δεά εκδθπθδεά υηη κχά εαδ γα αμ πφ ζά κυθ
Κκδ Ϊι βθ η ΰΪζβ δεσθα
Πυμ πλκ πΪγ δ μ κυ ηΪλε δθΰε ηπκλκτθ θα υθ λΰα κτθ; Πυμ δαφκλ δεΫμ πζα φσλη μ υθ Ϋκθ αδ β ηέα η βθ Ϊζζβ; Πυμ υθ κθέακθ αδ η δμ λα βλδσ β μ offline;
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Σκ 85% πθ χλβ υθ α social media πδ τκυθ σ δ κδ πδχ δλά δμ θ πλΫπ δ θα Ϋχκυθ ησθκ ηδα παλκυ έα
α εκδθπθδεΪ έε υα, γα πλΫπ δ θα ΛΛ Λ ΠΙ ΡΟΤΝ η κυμ π ζΪ μ κυμ…
Cone, Business in Social Media Study, September 2008
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Γδα δμ πδχ δλά δμ, β αθ έ α β α social media έθαδ ηΪ αδβ.
εα κηητλδα Ϊθγλππκδ βηδκυλΰκτθ π λδ χση θκ κ Web.
Οδ αθ αΰπθδ Ϋμ αμ έθαδ ά β ε έ. Οδ π ζΪ μ αμ πέ βμ!
Ϊθ β πδχ έλβ ά αμ θ ε έ Ϋιπ, γα Ϋπλ π θα έθαδ.
BusinessWeek, February 19, 2009
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*Oops.
υ υχυμ, κδ π λδ σ λ μ πδχ δλά δμ εΪθκυθ χλά β πθ Social Media, αθ Ϋθα Ϊζζκ δαφβηδ δεσ ηΫ κ*
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ΟΣ Ν Σ Ν ΠΡ ΓΜ ΣΙΚΟΣ Σ
ΙΝ Ι ΠΟΛΛ Π ΡΙΟΣ Ρ
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1: ΜΟΙ Υ Ι
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2: ΞΤΠ Ρ Σ Π Λ ΣΧΝ
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3: ΥΣΙΙΜΟ ΠΙΣΟΣ Σ
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4: ΤΝ ΡΓ Ι
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5: ΙΚΣΤΧ
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6: Κ Φ Κ Ι Γ Ι
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Κ Ι Ν Ι, ΠΟΚΣ Π Λ ΣΧΝ, πέ βμ.
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ΟΠΟΣ , ΣΙ ΥΡ Ι Σ Ι Ν Κ Ν Σ ;
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ΛΠΙ Ν ΙΝ Ι
ΣΡ Σ ΓΙΚ .
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Μ Ν Κ ΦΣ Σ “Κ ΜΠ ΝΙ ”. Κ ΦΣ ΙΣ “Τ Σ Ι”.
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ΠΡΟΟΥ :
βηαθ δεά υηίκυζά…
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Ν ΣΟ ΠΡΟΙΟΝ Ν ΙΝ Ι Κ ΛΟ, Σ SOCIAL MEDIA Ν Θ ΣΟ ΦΣΙ ΞΟΤΝ
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Ο Ω Α Ο WORD-OF-MOUTH Α Α Ο, Α SOCIAL MEDIA Ο Ο Α ΒΟΗ Η Ο .
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ΡΧΣ Ι;;
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Γδυλΰκμ Παπα κπκτζβμ