German example of viral marketing using DOVE

I know, everyones German skills might not be on top, but just to let u know, that Dove is used globally as an example of a viral marketing campaign.

http://www.youtube.com/watch?v=QQkN6koApg0&playnext_from=TL&videos=XlY4kPqDT7Y

Women marketing

I know we are quite advance on the process of the report but this website is dedicated to women marketing!

Enjoy a bit of feminism specificities?!?

Interesting!

Evolution, the first viral video by Dove

Here you can take a look at one of the first viral videos created by Dove in 2006.

http://www.youtube.com/watch?v=iYhCn0jf46U

It got two Cannes Lions Grand Prix awards and an Epica D'Or.

Deconstructing website methodology

This website give several example to decosntruct a website and analyse it.

Is Dove’s “Campaign for Real Beauty” Real?

Let the debate open about the impact of the campaign and the truth behind it

taking a mobile application further

By 2014, approximately half of mobile phone users will use their phone to actually PAY for products and services. that is a projection made by Juniper Research, published in an article on mobileeurope.com.

In creating an Iphone application, I will take that in consideration so that an easy pay-as-you system can be added, when it is ready.

http://www.mobileeurope.co.uk/news_wire/115645/Nearly_half_of_mobile_phone_users_worldwide_to_make_mobile_payments_by_2014%2C_claims_research.html

Other relevant mobile articles on the page:

(The article Mr. Phillimore mentioned in his lecture on mobile; March 17, 2009)
http://www.mobileeurope.co.uk/news_wire/114680/Money_saving_coupons_issued_via_mobile_phones_to_increase_by_30%25_during_the_next_two_years%2C_says_research.html

http://www.mobileeurope.co.uk/news_wire/114277/Promotional_coupons_sent_via_mobile_to_exceed_200m_users_by_2013%2C_claims_research_.html
(November 12, 2008)

Combining "Hoffman and Novak" and Kozinets

Is anyone else having difficulty using Kozinets as a framework analysis tool? I have been able to go through the details of Hoffman and Novak, but with Kozinets I am not sure it is necessarily something that can be adequately applied (in the amount of words restricted) to our case. I feel that it is much more complex than what we are able to delve into.

What are your thoughts?

Mintel Report on social Media

Hello ladies,

I had a look at Mintel's reports. I think the following one could be an interesting one to look at. It is particularly interesting since it gives a market brief as well as some perspective for the future of social media i.e: the mobile internet.

I cannot put the link. You need to log onto Mintel from our London Met account.

The title of this report is:
Online Social Networking - UK - April 2008

Hoffman & Novak 1996

Klick on the headline, it should open the pdf for the

Hoffman, D., Novak, T. (1996b), "Marketing in hypermedia computer-mediated environments: conceptual foundations", Journal of Marketing, Vol. 60 pp.50-68.

if not, just copy this link.

http://www.google.de/search?hl=de&source=hp&q=Marketing+in+Hypermedia+Computer-Mediated+Environments%3A+Conceptual+Foundations+Donna+L.+Hoffman+hoffman%40colette.ogsm.vanderbilt.edu+Thomas+P.+Novak+novak%40moe.ogsm.vanderbilt.edu&meta=&cts=1271844047

It is the publication of the model we will use for the analysis, in case the slides alone are not sufficient enough.

L.

Beauty brands are unsure of the best ways to treat consumers online

Beauty brands are unsure of the best ways to treat consumers online, especially in social media, where they're afraid of being heavy-handed, reports Sean Hargrave in his article "Unevenly applied" published by NMA (31.07.08)

Until I find a way to attach it, here you have some of the most interesting parts of this article:

ABOUT ONLINE STRATEGY
"Unilever positions itself as a company that has fully integrated digital into its thinking, so much so it's merging its digital division into its communications planning team."

"Some beauty and skincare brands have heen very cautious but digital is at the heart of what we do. We don't have a silo for it, it's not a different department." says Caroline Slootweg, the outgoing director of digital and new media marketing at Unilever UK"

ABOUT TARGETING - MY SPACE
"At hair beauty brand ghd, head of strategy and CRM Sarah Cross claims its MySpace page, which has more than 15,000 friends, is perfect for keeping young women and teenage girls engaged. "We couldn't be further away from Johnson & Johnson," she says. "If your target market is young women who love going out, then you can't get a more targeted audience than that on MySpace".

ABOUT BLOGS
The next stage on communications strategy will encompass blogs. which she believes are fuelling much of the word of mouth online that the brand seeks to tap in to, "Consumers learn about our brands and specific halo products through word of mouth, which is fuelled by the internet, including authoritative beauty blogs. virals and social media. As this is coupled with the personal
nature of communication between individuals, there's an added layer of credibility"

ABOUT MOBILE INTERNET
Aside from a couple of standout campaigns from Estée Lauder and ghd, beauty and skincare brands have done little with mobile marketing, Emma Jenkins, head of interactive marketing at Procter & Gamble, believes this is largely down to the mobile networks iscouraging browsing through charges the public doesn't fully understand. "We're keeping a watching brief on mobile as, while our consumers love their phones and are heavy voice and text users, they're reticent to extend their use beyond this due to concerns over charges," she says. "The mobile industry needs to restore consumer trust in the meditim before we'll see mass adoption of services and activities beyond voice and text. Migration to flat-rate data packages has started but it'll take time before they become standard."

How it got started- 2004

In 2004, For the first time ever, an interactive billboard in Times Square is serving as a public forum for New Yorkers to debate, Global Beauty Brand Dove Asks: "What is beautiful?" As they cast their vote via cell-phone, a running tally appears in real-time on the billboard and the website simultaneously, http://www.campaignforrealbeauty.com/.

read more at:
http://findarticles.com/p/articles/mi_m0EIN/is_2004_Oct_22/ai_n6248505/

Dove's strategy analysis

Hey,

I am trying to look to Dove online marketing strategy

Here is some interesting articles:

A Case Study in Integration: The Dove Campaign For Real Beauty

and

The Best Viral Marketing Campaigns: Dove Evolution

Dove detractors

I would like to present you how online communities can be brought against a successful campaign such as Dove.

Here is the first: an official one: Greenpeace

They succeed to make Dove (Unilever) change.

What do you think ?

Another one is informal, more funny but not that uninteresting click here


Have a look!

Other Dove websites: go fresh

I invite you to have a look to Dove "go fresh" website.

They created a competition so that peeple can remaster the first 'go fresh' pop video made by Yelle a French singer for teenagers (click here).

What do you think? Creativity enhance?

Facebook: leader of social web traffic

Please take a look to this article, I think it´s very interesting and relevant. Stephanie found it off a Twitter ReTweet from "MarketingFltr" and is useful since Dove has 2 active Facebook Pages.

http://mashable.com/2010/04/19/facebook-social-media-traffic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29&utm_content=Twitter

Tell me what you think.

Dove Dimensions

How does Dove Dimensions fit into the community?! Anyone got anything on that?

It seems to be like an online beauty magazine, where the use of Dove products is encouraged. But it is also members-only. So sort of a community as well. Coupons are given to actually boost sales, I guess. Check it out!

http://content.dove.us/dimensions

Dove on Facebook

Dove has two fanpages on facebook (as added by Steph to the link-list).

DOVE http://www.facebook.com/dove

which of today has 132.449 Fans

and

Dove self-esteem fund, their initial 'campaign for real beauty'-page http://www.facebook.com/DoveSelfEsteemFund

with 62.465 Fans

Next steps

After our meeting this afternoon, please find following a summary of the next steps that we have decided to take:
The analysis of the brand and its online presence will be developed in two parts:
· Website
· External links (Facebook, twitter, youtube, etc)

Furthermore, we have agreed to combine the theoretical frameworks of Hoffman and Novak, and Kozinets and apply them as analysis tools.
Further research and findings will also be discussed in our next meeting.

thanks!

Dove Women vs. Men (active community vs. no community)

It would be interesting to differentiate Dove women and Dove men.
I wanted to bring this element to the attention of everybody since implicitly we all agreed on focusing on the women website. However, this differentiation is important since there is no community and no forum on the men website. It can be interesting to bring this point later in the report since it could still be interesting to compare the different categories of a same brand between each other.
It coul help us in our paper since the aim of it is to evaluate the argument that: "brands are increasingly constructed by its users and participants not by the organisation and that social media has accelerated this process".

Dove is Active on Twitter

Dove is active on Twitter and Facebook ... make sure to check them out!

*Note:  Within 15 minutes of following Dove on Twitter ... they then requested to follow me back! Go Dove for nearly instant social interaction!  :)

Campaign for real beauty

Must beauty be a beast?

This and other similar questions will be on our minds for the next days as the choice has been made:

DOVE - Campaign for real beauty

The organisational website not only carries a strong vision, it also includes all the requested features, such as an active online community, links to facebook and twitter, and relatively easy access. The other remaining topics were not chosen for their already almost flawless social activities; the DOVE-community in that sense holds more opportunities for analysis and future recommendations.

For the strategic analysis, what framework can be applied to the Dove-Site? Supporting the reading material, please do check the notes and slides of the lecture for additional information.

Lecture 1: Virginie
Lecture 2: Rosalia
Lectuer 3: Hélène (LN23)
Lecture 4: Stephanie (StephLynnWebb)
Lecture 5: Luise (Ella)

to be continued...

Frameworks & Theories (Reminder) brainstorm

Push and Pull
Assymetric information
Long tail / Short tail
4 C's social media
R. Edelman
Gruning & Al
Kozinet (Type of virtual comunity members)
E-tribalisation marketing
Habermas
Foucault
Extrinsic /Intrinsic
Porter's Value Chain
Desintermediation / Reintermediation
Chaffey's business strategy
Six part model of cyber interactivity

Preliminary draft of the written project

Here is a first (plan suggestion) draft for improvement of the written project as discussed today:

1. Short introduction

2. Company overview

• Who are they?, What are they doing? (brand/products) Why have they been chosen? Online company/ brand activities?

3. New media marketing perspective and framework.

• Concepts and theories
  
• Main useful framework

(Who build the brand?
Evolution in brand building
Social construction of brand ....)

4. Analysis

• Methodology
• Analysis
• Results

( Interaction between the organisation and the online community
Conversation taking place
Differences of points of view
Influences and Powers
Issues...)

5. Recommendations (6)

6.Conclusion

Potential topics

The following are a result from brainstormed activity:

Pampers*
NIKE*˚
Weight Watchers
BlackBerry*
Kinder
Vogue
Ben and Jerry's
UNICEF
Guiness Book of World Records
Abercrombie & Fitch
FCUK
DOVE
Nivea
BBC Radio
Starbucks˚
National Geographic˚
McDonalds˚
VISA˚
Coca-Cola*˚
SNCF**
NRJ**

*These companies were further researched and it was determined that they may have already been chosen by other groups.
**These companies were dismissed due to limited international presence.
˚These companies were found in this link from Mashable: The Social Media Guide.

Day 5 - The Mobile Internet

Internet services are increasingly being accessed on the move and via mobile devices. This is also leading to the development of new forms of mobile/internet applications, services and new forms of devices such as the iPad. These open up significant opportunities for marketing and communications. How should we interpret these developments and implications for the future? The session also includes a briefing on the group project for the following week.

Additional Readings:
Edelman. (2010). Digital Visions 101 ideas for the new decade. Available: http://www.edelman.com/insights/special/10IdeasForTheNewDecade.pdf. Last accessed 5th April 2010.

Mobile Marketing Association. http://mmaglobal.com/policies/education

Gapper J. (2010). The iPad's scary counter‐revolution. Available: http://www.ft.com/cms/s/0/c2b991ca‐42a4‐11df‐91d6‐00144feabdc0.html Last accessed 10th April 2010.


Project Briefing:

Information to be supplied at the briefing.

Report and Blog Instructions

Essay / Report Instructions:  Organisational Web Site Analysis
1.  Analysing the interaction between the organisation and its online community (the conversations which are taking place online whether involving the organisation or not).
2.  Analyse if there are any differences between the way the organisation sees the brand and the way its online community do (the way the traditional media influence the conversations taking place if at all).
3.   Analyse if there is any evidence that the community of users is influencing the organisation in it development of its brand and or working with it.
* No more than 2500 words (excluding appendices and bibliography).


Blog Instructions:
1.  Show group's research.
2.  Link relevant sites.
3.  Reflective thinking on the range of issues related to the project.
* All members must contribute.
* No word limitations.


Marking Criteria:
-  Overall research and analysis of the chosen organisation and its online presence. (30%)
-  Group blog showing developing research and reflection on the issues associated with online brand communities. (20%)
-  Evaluate different academic frameworks relating to social construction of brand in the context of the organisation chosen. (30%)
-  Clarity of communication and expression of ideas. (20%)

Day 4 - Marketing and Communicating with Online Communities

The term “social” in social media highlights a particularly powerful aspect of the online environment ‐ enabling us as individuals to create, belong and communicate in groups and communities. This has become a strong feature of the online environment over the last three years and is becoming increasingly influential in the way organisations communicate with customers and stakeholders.


Additional Readings:
Kozinets R. (1999) E‐Tribalized Marketing?: The Strategic Implications of Virtual Communities of Consumption European Management Journal Vol. 17, No. 3, pp. 252–264, 1999

Sicilia M and Palazo´n M, Brand communities on the internet. A case study of Coca‐Cola’s Spanish virtual community. Corporate Communications: An International Journal Vol. 13 No. 3, 2008 pp. 255‐270 www.emeraldinsight.com (2007). Available: www.emeraldinsight.com/1356‐3289.htm. Last accessed 5th April 2010.

Wei Zhang and Stephanie Watts. Online communities as communities of practice. Available: http://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=Article&hdAction=lnkpdf&contentId=1733098 Emerald Group Publishing Limited, Journal Of Knowledge Management Vol. 12 No. 4 2008, Pp. 55‐71. Last accessed 5th April 2010.

Kozinets R V. (2010). Netnography: The Marketer’s Secret Weapon, How Social Media Understanding Drives Innovation. Available: http://www.netbase.com/landing_pages/netnography_paper. Last accessed 5th April 2010.


Task / Agenda:

Consider UK retail bank, First Direct’s social media newsroom including its Interactive community in the light of community frameworks discussed in the lecture today. http://www.newsroom.firstdirect.com

Day 3 - From Command and Control to Conversation and Collaboration

The use of new media is transforming the way organizations communicate with stakeholders and publics requiring a more “conversational” less hierarchical and controlling approach to the way that governments and organizations communicate with their respective stakeholders.

Additional Readings:
Grunig J E. (2009). Paradigms of global public relations in an age of digitalisation. Available: http://praxis.massey.ac.nz/prism_on‐line_journ.html. Last accessed 5th April 2010.

Ferber P, Foltz F and Pugliese R. (2007). Cyberdemocracy and Online Politics: A New Model of Interactivity. Bulletin of Science Technology Society 2007; 27; 391 Available: http://bst.sagepub.com/cgi/content/abstract/27/5/391. Last accessed 5th April 2010

Edelman PR blogging and Twitter community. http://www.edelman.com/landingblog

Solis B. (2008). PR 2.0: Putting the PR back into public relations. Available: http://www.briansolis.com/2008/04/pr‐20‐putting‐public‐back‐in‐public. Last accessed 5th April 2010.


Task / Agenda:

Select an organisational web site and apply Ferber and Foltz’s 6 part Model of Cyberinteractivity as discussed in the paper highlighted and in the lecture. What does your analysis show and what lessons do you draw on online organisational communications?

Day 2 - Emarketing in the Context of Online Business Models

We explore some primary business models for online properties and assess the implications for different forms of e‐marketing and for overall online brand reputation.

Additional Readings:
Long tail economics – a critical perspective Brynjolfsson E, Yu “Jeffrey” Hu, Smith M D. (2006). From Niches to Riches, The Anatomy of a Long Tail. MIT Sloan Management Review. 47 (4), pp67‐ 71.

Nielsen. (2009). Building Great Brands in the Digital Age. Available: http://blog.nielsen.com/nielsenwire/wpcontent/uploads/2009/09/nielsen_adtech090209.pdf. Last accessed 5th April 2010

Owyang J. (2010). Altimeter Report: The 18 Use Cases of Social CRM, The New Rules of Relationship Management. Available: http://www.altimetergroup.com/2010/03/altimeter‐report‐the‐18‐use‐cases‐of‐socialcrm‐the‐new‐rules‐of‐relationship‐management.html. Last accessed 5th April 2010.


Task / Agenda:

Interpret the Nielsen report, Building Great Brands in the Digital Age in the context of the frameworks which we have explored today. What frameworks can we see that the report has drawn on and what other areas of expertise are being called on by Nielsen?

Day 1 - A change in the balance of power?

Has the internet changed the balance of power between consumers and organisations? Or as Apple is showing with its rapidly developing “walled garden” eco‐system initially for online music and now applications (apps) for iPhone and iPad that it is a constantly evolving context? The first web site was only created in 1991 but already it has been through several distinct changes and marketing and communicators need to understand the broad social, technological and economic context in which the internet is developing and the implications for new media markets.

Additional Reading:

Hagel J & Seeley Brown J. (2005). From Push to Pull‐ Emerging Models for Mobilizing Resources. Available: http://www.johnhagel.com/paper_pushpull.pdf. [Accessed 5th April 2010.]

Christodoulides G. (2009). Branding in the post‐internet era. Available: http://mtq.sagepub.com/cgi/content/abstract/9/1/141. Last accessed 5th April 2010. Christodoulides, G. 2009. Branding in the post‐internet era. 9, 141‐144. Marketing Theory. 4

Cluetrain Manifesto. 2000. http://www.cluetrain.com [Accessed 15th March 2010] International Telecommunication Union. (2009). Information Society Statistical Profiles 2009. Available: http://www.itu.int/dms_pub/itu‐d/opb/ind/D‐IND‐RPM.EUR‐2009‐R1‐PDF‐E.pdf. [Accessed 5th April 2010.]

Task / Agenda:

Research an organisation which is using pull marketing in an e‐commerce setting. What lessons do you draw from this?

In Groups:

Set up collaborative blog site on Google Blogger. This will form part of the collaborative environment required for the group project work.

Pre-Course Information

Benkler, Yochai (2006) The Wealth of Networks, Yale University Press, pp29‐32

http://www.benkler.org/Benkler_Wealth_Of_Networks.pdf

Castells, Manuel (2009) Communication Power, Oxford University Press, pp54‐55

Waters R and Menn J; The internet: Closing the frontier, Financial Times 29th March 2010 Available: http://www.ft.com/cms/s/0/bf1ae13c‐3a8d‐11df‐b6d5‐ 00144feabdc0.html Last accessed 5th April 2010

Van Dijck and Nieborg D, Wikinomics and its discontents: a critical analysis of Web 2.0 business manifestos New Media & Society, Vol 11(4): pp855–874. Available at:
http://nms.sagepub.com/cgi/reprint/11/5/855 Last accessed 5th April 2010