-
1
&&
SSoocciiaall MMeeddiiaa MMaarrkkeettiinngg .. ,, oonn--lliinnee
.. ..
: , .. 697 , .. 624 : ,
2013
-
2
TTeecchhnnoollooggiiccaall EEdduuccaattiioonn IInnssttiittuuttee
ooff CCrreettee
School of Management and Economics
DDeeppaarrttmmeenntt ooff CCoommmmeerrccee &&
MMaarrkkeettiinngg
TITLE:
TThhee PPootteennttiiaall ooff SSoocciiaall MMeeddiiaa
MMaarrkkeettiinngg aass aa nneeww ddyynnaammiicc wwaayy ooff
pprroommoottiinngg pprroodduuccttss aanndd sseerrvviicceess
oonnlliinnee.. SSttuuddyy ooppppoorrttuunniittiieess,,
pprraaccttiicceess aanndd aapppplliiccaattiioonnss iinn
oonn--lliinnee ccaammppaaiiggnnss iinn GGrreeeeccee aanndd
aabbrrooaadd.. IImmpplleemmeenntt sseelleecctteedd
pprraaccttiicceess aass ppaarrtt ooff aann
aaddvveerrttiissiinngg
ccaammppaaiiggnn..
Student : Eleni Plesti A.M 697 Evagelia Stamou A.M. 624
Supervisor: Perakakis Emmanouil
2013
-
3
: , . , , . ... . & , 2013
-
4
Social Media Marketing marketing, . , Internet Social Media (
blogs, Twitter, Facebook, Myspace .). Social Media Marketing, , , -
. Internet, . SMM Facebook. Facebook , marketers marketing , , .
Facebook , brand . SMM (.. Facebook Pages, Groups, Ads). , Facebook
- . . , SMM .
-
5
: , , , , facebook
-
6
ABSTRACT
Social Media Marketing is a new type of marketing, which is
addressed mainly
to younger consumers. It combines a variety of different trends
of marketing that
come from the expansion development of Internet and Social Media
Services
(blogs, Twitter, Facebook, MySpace etc.)
A company that utilizes SMM according to the new reality,
succeeds much
easier its goals, while tracking down directly its target group.
Furthermore, the
company develops its strategy accordingly, personalizes its
presence on the
Internet and targets the right online spots of their prospective
clients.
The most widely used tool for SMM at the moment, is Facebook. At
the
beginning, it was considered as a social network service for
personal use. However,
the marketers soon realized Facebooks great power and
capabilities as an
important marketing tool, due to its worldwide use mostly by
young people as well
as business professionals. Facebook can be used to promote a
company, a brand or
a product to target audiences.
In the context of this dissertation, the most important
services- where SMM is
applied - will be discussed, types of promotional techniques
will be researched as
well as tools offered by these specific services (e.x. Facebook
Pages, Groups, Ads).
Additionally, an evaluation of Facebooks effectiveness as a
promotional tool
will be performed through the analysis of specific Case Studies.
In the practical
section of this dissertation, techniques will be applied to
conduct Online Campaigns
and the results will be demonstrated.
Finally, the latest SMM trends will be presented as well as an
evaluation of its
future development and significance. Key words: internet
advertising, Internet, social network, social media marketing,
facebook
-
7
1
.........................................................................................10
1.1
...........................................................................................10
2-
.................................................................12
2.1
...............................................................................................................12
2.2 (Social Networking Services).15 2.3 H Internet &
.......................................................................................................................18
2.3.1 2005...................18 2.4 Internet
......................................................22 3- Social
Media ...............................24 3.1 (Social Networking
Services)...25 3.2
.........................................................29 3.3
..........30 3.4 ......................31 3.5
..................................32 3.6 Micro-Blogging /
........................................................33 3.7
...................................34 3.8
................................................................36
4- ..........................39 4.1
.........................................47 4.2
.......................................50 4.2.1 MySpace.....50
4.2.2 YouTube.....53 4.2.3 Twitter..55 4.2.4 LinkedIn..61 4.3
Facebook.63 4.3.1 Facebook
...........................................65 4.3.2 Facebook66 4.5
Facebook ........68 5- Facebook.69 5.1 Facebook.69 5.2 (Fan Page)
(Profile) (Group)...72 5.3 (Fan Page) Facebook..76
-
8
5.4 Facebook Insights..78 5.5
...........................................................................................81
5.5.1 Lacta.81 5.5.2 Cosmote...82 5.5.3
-..................................................84 6-
........................................................87 6.1 Fan
Page..88 6.2 Fan Page..91 6.3 Fan Page...95 6.4
....................................................................98
7- Social Media Marketing..100
..........................................................................................................102
1. Facebook.20 2. ..............................................21
3. ..............................................22 4. SNS ( )
SNS..42 5. Facebook ySpace...53
1. Twitter Inc. Twitter.com.56 2. Fan Page.91 1. Social Media24
2. .............................................................25
3. .................................................29 4. Flickr.31
5. Shelfari31 6. YouTube.32 7. Last.fm.32 8.
...................................................................................33
9. Friendster43 10. Match.com.43 11. LinkedIn.44
-
9
12. Hi5..44 13. MyChurch..46 14. MySpace...50 15. YouTube...53
16. Twitter55 17. online Twitter..57 18. LinkedIn61 19.
Facebook..63 20. Facebook.69 21. Facebook70 22.
.......................... 70 23. E-mail Facebook70 24. Facebook71
25. .....................................................71 26.
.................................................................72
27.
.......................................................................72
28. Fan Page SeaDream Yacht Club...74 29. Insights..80 30. Fan Page
Lacta..82 31. Blog Cosmote.83 32. Fan Page Cosmote83 33. Fan Page
.............................................................85 34.
Teaser Video
........................................................86 35.
Facebook...................88 36.
...............................................89 37.
..........................................................................................90
38.
................................................................90
39.
.....................................................................................91
40. 1 Event..95 41. 2 Event..96 42. 3 Event..97 43. 4 Event..98
-
10
1o , . 1998 . , . . , , , , . , chat rooms, email.
1.1 . Social Media Marketing, , . , Internet, Internet . Social
Media- , (Social Networking Services) . , . , Micro-blogging .
,
-
11
. , . (MySpace, YouTube, Twitter, LinkedIn, Facebook) . ,
Facebook Facebook.
Facebook, Facebook Fan Page, Profile Group. , Case Studies. ,
(Fan Page) Project. Fan Page , , Event . , Social Media
Marketing.
-
12
2o 2.1.
.
1972 Ray Tomlinson, (electronic mail, email) APRANET (Norman,
2005). @, .
, Lawrence Roberts, , RD, emails, , .
, , , (Morin, 2006).
, 1978, UUCP (Unix-to-Unix Copy) AT&T, .
, , - .
, Duke University, 1979 (newsletters), North Carolina.
-
13
, , USENET.
(forums) newsgroups .
newsgroup, newsgroup, , . , newsgroups - - , , , , , , .
USENET , (communities of interest), , , , (Abbate, 2000).
, IBM, RJP (Remote Job entry Protocol) , .
, ,
-
14
, (email).
USENET, Bitnet, FidoNet JuNet email, , .
, , IBM DEC, , , . , , , , .
, , , online services. , , (download) , .
1990, , - , 1996, emails (Norman, 2005).
, , .
-
15
(one-to-one messaging), email (one-to-many messaging) email
(distributed messages databases), , ! , , - , , - , , .
, Skype, , (web cameras) , .
. , , (video teleconference).
2.2. (SOCIAL NETWORKING SERVICES)
, email. ,
-
16
, . ,
Social Networking Services (SNS) .
SNS , , : ) , -, SNS, ) SNS , ) (Boyd & Ellison, 2007).
SNS , - , - - (friends) . (profile) SNS .
SNS, , , , , . SNS (profile picture), , video, , ,
-
17
.
, SNS. Friendster Tribe.net, (by default) , , SNS .
, LinkedIn , . SNS, MySpace (friends only), Facebook , . SNS ,
.
, SNS , . - (Haythornthwaite, 2005).
, message board , , (. videos).
-
18
, SNS blogging (instant messaging technology), ( Dodge ball) (.
Facebook, MySpace, CyWorld).
2.3. INTERNET & 2.3.1 2005
VPRC , Internet 12% , 10%. 2005 60%, 2006 33% (Gesis, 2006).
, Metron Analysis, (, 2006): 1. , Internet (21,7% /). 2. , 38,5%
, . 3. , (23,0% 1500 ). Internet , Internet .
,
-
19
Metron Analysis Internet. , . Internet (36.4%) , 56% .
inNews, Facebook, Twitter YouTube , 2011, Facebook 1,5 .,
YouTube 340.000 Twitter 85.000. .
Twitter 180.000 tweets , 2 tweets . 1 , Facebook YouTube. ,
Facebook 240.000 (status updates & comments) 50.000 YouTube .
LinkedIn (inNews, 2013).
, 2012, , 1.100 , social media, Facebook, ( Internet users ,
77%), 1 2 , , 50%, "like".
-
20
: Eltrun (2013). 2012. : http://www.eltrun.gr/survey/ [
4-4-2013]
2011 2012, "" 40%. Facebook users , . 46% , 40% , 1 7 Facebook
.
Twitter ( 210,000) . 73% , , tweet. (15-25%) tweets, / tweets (
2).
-
21
: Eltrun (2013). 2012. : http://www.eltrun.gr/survey/ [
4-4-2013]
' LinkedIn ( internet users 10%). . , 74% social media ( ) blogs
, , . , 24-44 , group , / , 59%, LinkedIn .
, ( , blogs, review pages) ,
-
22
, Blogs , , , , , review pages , , , .
3
: Eltrun (2013). 2012. : http://www.eltrun.gr/survey/ [
4-4-2013]
2.4. INTERNET 36% , Internet. , (56% , 44% ). 25-44 42%
Internet, 33% Internet (, 2003).
: on-line communities 87% . internet
-
23
.
internet , , . (Turban et al., 2000).
, . . , (Klein & Quelch, 2006).
-
24
3 - SOCIAL MEDIA -
1. Social Media
social media Web 2.0, . , , . , email, , video .
-
25
3.1. (SOCIAL NETWORKING SERVICES)
2.
(SNS) . , , . , , ( ) , .
. , , .. , , (Wasserman & Faust, 1994).
: , , .
-
26
, , .
, . .
Garton, Haythornwaite Wellman (Anthony Hempell, 2004) ( ), ,
(Hempell, 2004).
Boyd (2003) , .
( ) , , , , , , (web) .
, . , .
, .
-
27
, . , , ( ), on-line .
on-line , .
, , , , . , , . , widgets- . , , , .
, , .
, ,
-
28
, . , , , . , .
, (, , ..), . , . , , .
. , , , .
sites , . .. , , , ..
-
29
3.2. ,
: .
3.
, . . , media . (1) , (2) , (3) (4) . ,
-
30
, , . , . . : o
.
o , (.. , , , , ).
o .
3.3.
. , . Bebo, Facebook MySpace.
, , , ( ),
-
31
. ( widgets- ), .
3.4.
, .
Flickr , , . -.
4. Flickr
Shelfari , . .
5. Shelfari
-
32
YouTube.com last.fm.com .
6. YouTube
last.fm . , , ( ). ( ), .
7. Last.fm
3.5. , MySpace
Twitter, , . . MyUbo, , .
-
33
8.
3.6. MICRO-BLOGGING/ Micro-blogging Twitter Jaiku
(140 , ) . 140 (160 ), 20 .
, .
. . , , . online.
-
34
3.7. Boyd Ellison (2007)
, , . .
, , . , .
. , , : o , /.
. , , .
o online, online . online , .
o / . , .
-
35
- , , , , .
o . , . , online . ( , ), . , () , widgets, .
o . blog - , .
o . , , YouTube , . widget (widgets
) , , last.fm.
.
-
36
. o - .
. MySpace Facebook .
o . , , , , , . . , , , ,
. blogging (Boyd & Ellison, 2007).
3.8. Social media
marketing . (Social Media Marketing plan) .
. (word-of-mouth),
-
37
.
Social network advertising. (social media). (Facebook, MySpace,
Friendster, Bebo, Orkut ) .
: 1.
. Facebook. , Iphone 5 . . , .
2.
. banner site . banner Facebook. , banner ,
-
38
( ).
3. . . .
-
39
4 -
, . Facebook, Friendster, ySpace i5 , , , , ( , 2008).
. 1970, USENET 1979. USENET Duke , .
USENET . , bulletin board systems, online , . 1993 Mosaic, .
, .
SixDegrees.com, Classmates.com vite.com
-
40
1990 Classmates.com (1995) SixDegrees.com (1997). 20 , 350 , 150
.
online he WELL (1985), Theglobe.com (1994), Geocities (1994)
Tripod (1995). . , blogging. , . Classmates.com (1995), ,
SixDegrees.com (1997), . (wiki.org)
Sixdegrees.com. 1996 3 2000 .
SixDegrees.com , 1998 . SixDegrees.com.
. AIM ICQ . Classmates.com , . SixDegrees.com
-
41
(Boyd & Ellison, 2007). SixDegrees
. , 2000 . , online. .
Wasow ( Boyd Ellison 2007) 1997 2001, . AsianAvenue,
BlackPlanet, MiGente .
Cyworld 1999 2001 LunarStorm, D. Skog ( Boyd Ellison 2007) 2000
, guestbooks, .
Ryze.com 2001 . . Scott ( Boyd Ellison 2007) Ryze.com San
Fransisco (Boyd & Ellison, 2007).
, Ryze.com, Tribe.net,
-
42
LinkedIn, Friendster . Festa ( Boyd Ellison 2007) (Boyd &
Ellison, 2007).
Ryze.com , Tribe.net , LinkedIn , Friendster Chafkin ( Boyd
Ellison 2007) . 4. SNS ( ) SNS.
-
43
: Boyd, D. M., & Ellison, N. B. (2007). Social network
sites: Definition, history, and scholarship. Journal of
Computer-Mediated Communication, 13(1), article 11.
http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
Friendster 2002 Ryze.com Cohen ( Boyd Ellison 2007) , Match.com,
. , Friendster , J. Abrams (Boyd & Ellison, 2007).
9. Friendster 10. Match.com
2003 , . , Friendster . , LinkedIn, Visible Path Xing (Boyd
& Ellison, 2007).
Care2 (1998) MySpace Randy Paynter, .
Last.fm, MySpace, Hi5 LinkedIn 2003
-
44
. 11. LinkedIn
Last.fm o . 30 Last.fm 280,000 ( 7 ), .
Hi5 , . 60 , 20
, . 12. Hi5
MySpace Santa Monica 2003 . Myspace Friendster .
LinkedIn 2003 , 170 200 . , .
-
45
Couchsurfing (2003) 230 . 2004, , , .
Orkut (2004) Orkut Buyokkokten ( ), Google project . O Google
projects (Hempell , 2004).
, , . Flickr ( ), Last.FM ( ), YouTube ( ) (Boyd & Ellison,
2007).
Flickr (2004) . Yahoo , , , . (Graham J, 2006)
Facebook (2004) , . , . Facebook .
YouTube (2005)
-
46
. PayPal. 2006, YouTube Google Inc. 1.7 .
Windows Live Spaces (2006) Microsoft , , .
To Twitter (2006) . , , . , SMS .
MyChurch (2006) , , , . . , , . , online Paypal.
13. MyChurch
-
47
4.1.
. , , , , , , , , , .
, . , , , , . , (, 2009).
:
: . , , .
: , , : .. , .
-
48
, . .
: . , , .
: , ( ). .
: ( metadata) . e-mail. . , , . , , , .
:
-
49
, .
Social Networking Spam: . . , , . .
Social Networking phishing: , phishing. . , 70% .
: . . : . , .
: widgets, . ,
-
50
.
4.2. 4.2.1MYSPACE
14. MySpace
MySpace social network ( ) website online , , blog, , , .
MySpace Beverly Hills California , Fox Interactive Media. 300 150
.
MySpace 2002 eUniverse, Friendster, social network site. 2003 10
, MySpace .
-
51
eUniverse emails 20 . emails.
MySpace . , , web 2.0.
sites MySpace ad system ( ) Google 800 .
target groups . google , .
MySpace moods ( smilies), blog, comments (), profile
customization ( ) HTML, multimedia, blurds .
MySpace
-
52
, , . online . .
MySpace 2 . MySpace. applications , design usability MySpace
.
. 2006 , MySpace , , . facelift design, . Facebook MySpace.
MySpace .
5: Facebook MySpace
-
53
:
http://away.gr/wp-content/uploads/2008/10/facebook-myspace-sept.png
4.2.2 YOUTUBE
15. YouTube
YouTube . YouTube Chad Hurley, Steve Chen Jawed Karim, PayPal
(Jefferson, 2005)
-
54
Hurley , Chen Karim -Champaign. 2005 YouTube, 2006 Google Inc.
$1.65 , Google. YouTube , CBS, BBC, UMG , YouTube. , . 18 . , , ,
YouTube . University of North Carolina YouTube, . .
, Social Media Marketing,
-
55
4.2.3 TWITTER
16. Twitter
Twitter.com Twitter Inc., Odeo Inc. ( podcasting). Odeo Inc.
Twitter Inc. 2006, Jack Dorsey ( CEO Chairman .. ), Biz Stone (CEO)
Evan Williams (Creative Director).
Biz Stone Xanga.com Evan Williams Blogger.com. San Francisco
California , 52 , 3 2009 (Q3 2009), 400.000 $ (Miller, 2009).
micro-blogging online ( ), 140 .
Twitter Inc. Twitter.com, :
1:
-
56
2006 (1 ) Twitter Inc. ( 2007).
2006 (21
) (tweet) online (. 1, . 5).
2006 (15 ) Twitter.com. 2007 (14-18
) South by Southwest (SXSW) Festival (Austin, Texas) twitter 20
60 (Douglas, 2007) Web Award .
2007 (10
) Twitter MTV Video Music Awards.
2007 (2 ) Twitter Apple WWDC 2007 Conference .
2008 Twitter Barack Obama .
2008 (16
) , , twitter account (Arrington, 2008a).
2008 (22
) Twitter Japan.
2008 (7 ) Twitter spammers blacklists 2008 (28 ) blog
. 2008 (9 ) Twitter.com
Summize, , Apple WWDC 2008 Conference. Steve Jobs,
-
57
, twitter.com (Arrington, 2008b).
2009 (7 ) Twitter - .
2009 (30
) web interface Twitter search bar trending topics.
2009 () Twitter , - , .
2009 (23 ) Twitter 101 Guide For Business (Parr, 2009a).
17. online (tweet) Twitter, Jack Dorsey 12:50 PM Mar 21st,
2009
: http://twitter.com/jack/status/20 ( : 14.07.2009)
-
58
, Twitter Inc., Twitter.com, micro-blogging. , , , online ( )
updates 140 , : ;.
Twitter SMS web-based IRC (Internet Relay Chat) . / , , . , : )
, ) , .. (uptime) traffic , , ) , ( 2009), Twitter . , Twitter blog
discussion forum (.. NYTimes BitsBlog, Mashable, Techcrunch, ..) ,
. Twitter 101 Guide For Business.
To Twitter Social Marketing ,
-
59
brand name, .
marketing Twitter. , .
:
twitter account: To site twitter account followers, . link
account .
profile. profile , followers .
. . (.. , ) marketing .
. Twitter marketing . ,
-
60
, . . direct messages followers , .
. ( ) followers site . , ( ) followers. Twitter , . , . , .
twit . twit profile . - . , .
twitter profile . business profile,
-
61
. twitter marketing
(http://www.qwerty.gr/seo-web/twitter-online-marketing ).
4.2.4 LINKEDIN
18. LinkedIn
To LinkedIn . . , . , .
(http://www.evancarmichael.com/SEO/1395/What-Is-LinkedIn--Can-It-Help-Me-Promote-My-Website.html
).
Wikipedia, LinkedIn 30 3,2 150
-
62
(Answerbag, 2013). LinkedIn . .
, . .
, LinkedIn . , . , .
LinkedIn . , . , .
LinkedIn Answers. Google Answers. , . , .
, website LinkedIn. website LinkedIn
-
63
(http://www.netprofitstoday.com/articles/192/1/How-to-Promote-Your-Offline-
Business-using-LinkedIn/Page1.html).
4.3. FACEBOOK
19. Facebook
Facebook , 2004, Harvard Mark Zuckerberg. , , Harvard. . , , . ,
.
(http://www.uic.edu/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/3086/2589).
2006, Facebook
-
64
, , , 13 . (2008), Facebook , , .
Facebook . 600.000 . , Facebook 500 (Alexa, 2013). 700 4 . , 30%
70% . , 100 , site 2,6 .
Facebook , . , .
, Facebook , .
Facebook, 3,5 .. , 183.840 Facebook, 56.060 57.560 . , 40 1.740
60 . , Facebook 78,41% 2 (8/12/07 8/02/08)
(http://www.newsfilter.gr/2008/02/20/ellinika-statistika-gia-to-facebook/).
-
65
4.3.1 FACEBOOK Facebook
, . , .
2008 1.6 , 69% 920 .
e-Marketer 37% 70% " " ( , 2009).
Facebook .
, , . , .
, Serena Software Inc. San Mateo California Facebook, . , 800
Facebook Fridays. Facebook , , ( , 2009).
Facebook project, . Facebook
-
66
. Facebook , . , . multimedia . Faceb : , , Forum, Blog, ,
Bulletin Boards.
Facebook Google, . . Facebook . Facebook , 30. lifestyle .
4.3.2 FACEBOOK
Facebook. Profiles: To Profile . . Facebook Page Public Profile
. . . ,
-
67
5.000 . . .
Friend Request . , Become a fan . , Pages . Pages: Facebook , .
viral News Feed . , Page News Feed fans. , , fans Facebook.
Facebook , , . tailor-made . Facebook. Groups: Groups , . groups
News Feed
-
68
. group Facebook . group , group Pages.
, group .
4.5. FACEBOOK
Facebook . Facebook . Facebook, Facebook .
Earle , Cisco Services, Facebook , (Earl, 2009).
, 105 97 20 . Facebook .
,
-
69
, .
Facebook , . , Facebook , .
-
70
5o- FACEBOOK 5.1. FACEBOOK
Facebook www.facebook.com , .
20. Facebook
, , .
-
71
21. Facebook
, email , email .
22.
inbox email , .
23. E-mail Facebook
-
72
, , email . . MSN . , .
24. Facebook
/ . .
25. . GREECE.
-
73
26.
, . .
27.
5.2. (FAN PAGE) - (PROFILE) - (GROUP)
Facebook, Facebook (Fan Page). Facebook Facebook () , Like .
Facebook ,
-
74
- - .
Twitter, Linkedin, blog .., -links Facebook . - Facebook like
ads, Facebook ads sponsored stories. , , .
. Facebook . Facebook . , . , .
Facebook , Facebook places. , , .
Facebook, ,
-
75
, .
28. Fan Page SeaDream Yacht Club
, Fan page. , . , , , . . Facebook . , , , .
, Facebook marketing:
1. .
2. . 3. .
-
76
4. .
5. .
marketing Facebook , ( ) , (Cosmos4u, 2013).
brands Fan pages Facebook. . Facebook, . , Facebook developers
pre-shopping social experience brands , online (Gugoo, 2013).
Facebook Page, business account , Facebook Page. , . (Likes
& ) fans , fan.
Facebook Page , Likes, , , Facebook Profile .
-
77
Facebook Pages , (posts & fans wall ), .
Facebook Page fans , Facebook Profile (Qwerty, 2013).
Facebook Groups 5.000 Pages . Groups post Admin Group, Pages
post / ( www.facebook.com/Tsimpountiii post admin site). Group
administrators Group invite. Pages applications.
, Facebook Page (Tsimpountiii, 2013).
5.3. (FAN PAGE) FACEBOOK
Facebook 25 ( ) 135 . Facebook, ADVERTISING CREATE AN AD. URL (
), . .
. . , , , , ..
-
78
Facebook .
Facebook , 1000 . , . Facebook , , (, 2013).
"Pay per click" , Google Yahoo. . , . Pay per click (,
2013):
.
.
, . (target groups).
(.. , ).
.
.
-
79
.
CPM, (AboutSEO, 2013). CPM Cost Per Mille (mille ). (views) ,
(Vdimitris, 2013)
Facebook , IP . cookies , JavaScript "web beacons" . .
Facebook cookies Facebook .
5.4. Facebook Insights
Facebook Facebook Insights Facebook Facebook Platform Facebook
Facebook Page . ,
-
80
Facebook, .
Facebook Page Platform app, Insights Dashboard. , app, Facebook
Insights .
Insights: Facebook Insights for Domains
, Facebook Platform. , Facebook status message, , .
URL, .
: Insights ,
Facebook, Facebook App Facebook. Insights for Insights. . , , .
Facebook Facebook App. Facebook App Insights
-
81
Facebook App Insights (Facebook, 2013).
- . - head . site subdomains, root subdomain .
, . , domain, . (Facebook, 2013):
29. Insights : Facebook, 2013
-
82
- :
5.5. 5.5.1 LACTA
Lacta . . Lacta.
: Lacta- . , , Lacta .
Lacta Facebook Fan Page, Ogilvy One Athens, , Fan Page, .
Facebook , ( 3-3).
-
83
30. Fan Page Lacta
, . 135.000 300.000 Lacta . Lacta Facebook 265.000 .
5.5.2 COSMOTE ,
, . Cosmote Ogilvy, , .
, OgilvyOne COSMOTE Facebook blog . ( 31).
-
84
31. Blog Cosmote
Cosmote ( 32).
32. Fan Page Cosmote
-
85
project, Ogilvy, Bold Ogilvy, OgilvyOne, Asset Ogilvy, Ogilvy
Action Mindshare. , submit , 7.500.
5.5.3 -
, , , . social media. ( 33).
-
86
33. Fan Page
, teaser video, YouTube, buzz. . , URL Facebook, . Social Media.
like ( 34).
-
87
34. Teaser Video
Twitter account . 4 , tweets Twitter, Wall . Social Media 24 ,
media spending.
. , , lifestyle, video Facebook, video banner site. , video/ tab
Facebook, . Wall virality.
3.500 . , 5.000 fans 48 11.500 fans .
-
88
6o-
, , (2010). 6, 71 .
. (http://mazi.ierapetra.gr/default.aspx?tabid=301&pid=15
)
. . , - : ) , ) , ) ) . . . , site mazi.ierapetra.gr .
projects - events Facebook. .
-
89
6.1. FAN PAGE ,
projects events (2010) (Fan Page) Facebook.
:
35. Facebook
(Fun Page) : ,
. , . , 6 .
-
90
2010 .
36. .
-
91
37. .
38.
-
92
Fan Page .
39. Fan Page ( .) 6.2. FAN PAGE 2
.
11/11/2010 . 25 ..
-
93
11/11/2010 A short video clip on poverty.
12/11/2010 5 (Logo ) Fan Page.
12/11/2010 .
22/11/2010 Fan Page .
24/11/2010 Fan Page, 3, .
Fan Page .
Facebook .
, wall Fan Page:I. Ierapetra, II. Ierapetra Lasithi,
III. Department of Commerce & Marketing
IV. TEI of Crete.
Fan
Fan Pages Facebook Spam.
24/11/2010 .
24/11/2010 url site www.mazi.ierapetra.gr .
25/11/2010 Newsbeats.gr
-
94
.
28/11/2010 80.
30/11/2010 1 Event SHADOWS LIGHT. 30/11/2010
fan Fan Page . , event,
Fan Page .
01/12/2010 98.
01/12/2010 Video 10 .
02/12/2010 On-line : .
03/12/2010 Event.
06/12/2010 Event..
07/12/2011 .
07/12/2010 SHADOWS LIGHT- 37 .
11/12/2010 2 event - .
14/12/2010 Video From The Streets, event.
14/12/2010 From The Streets 85 .
14/12/2010 link Flickr, event.
-
95
14/12/2010 3 event .
16/12/2010 Post .
17/12/2010 .
17/12/2010 .
17/12/2010 .
21/12/2010 .
25/12/2010 , .
27/12/2010 108 .
27/12/2010 Link Flickr .
07/01/2011 .
10/01/2011 .
10/01/2011 .
12/01/2011 .
14/01/2011
, : , .
270.
-
96
6.3. FAN PAGE (Event) Fan Page
.
project :
40. 1 Event
1o Event 30/11/2010, : 7:00 8:00 : SHADOWS LIGHT . . . ....
3.942 . 64 100 .
-
97
41. 2 Event
2 Event 07/12/2010, : Online 4.081 . 77 146 .
-
98
42. 3 Event
3 Event 11/12/2010 3.545 . 56 120 .
-
99
43. 4 Event 4o Event 14/12/2010, (17/12/2010 18/12/2010) 3.831 .
45 81 .
6.4.
project . Fan Page . , project.
-
100
Fan Page Facebook post . .
. . target group social networks. 2010 facebook , .
, event , , , .
-
101
7 - SOCIAL MEDIA MARKETING
. Brian Solis "" . , . .
. . .
, , , .
. , (advertising on demand). . , ,
-
102
(Turban et al., 2000).
, , . . . . , , .
. , . . , , , .
-
103
Abbate J.,(2000), Inventing the Internet, Cambridge, Mass, MIT
Press
AboutSEO (2013)
http://aboutseo.gr/2006/12/20/inclicks-review/
Alexa (2013). http://www.alexa.com/siteinfo/facebook.com
Answerbag (2013)
http://www.answerbag.com/articles/How-to-Use-LinkedIn-To-
Find-Business
Opportunities/e1ba2aab-f7bf-91cc-957f-b74a650c1220
Boyd, D. M., & Ellison, N. B. (2007). Social network sites:
Definition, history, and
scholarship. Journal of Computer-Mediated Communication, 13(1),
article 11.
http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
Cosmos4u (2013).
http://www.cosmos4u.com/index.php?option=com_k2&view=item&id=824:facebo
ok-marketing&Itemid=339
Earl N.,(2009), Facebook and Companies, Cisco Services.
Eltrun (2013). 2012. : http://www.eltrun.gr/survey/ [
4-4-2013]
Evancarmichael (2013)
http://www.evancarmichael.com/SEO/1395/What-Is-
LinkedIn--Can-It-Help-Me-Promote-My-Website.html
Facebook, (2013). Insights. :
http://developers.facebook.com/docs/insights/ [ 21/4/2013]
Gesis.,(2006), Statistical Elements aboutt Internet, 28-4-2012
http://www.gesis.org/en/data_service/eurobarometer/flash/
Graham, J. (2005). "Video websites pop up, invite postings". USA
Today.
http://www.usatoday.com/tech/news/techinnovations/2005-11-21-video-
websites_x.htm. Retrieved 2006-07-28.
Gugoo (2013)
http://www.gugoo.gr/2011/10/17/facebook-ebay-synergasia/
Haythornthwaite C. (2005), Social networks and Internet
connectivity effects: Information,
Communication, & Society, Vol.8, No.2
Hempell A., (2004). Orkut at eleven weeks:
An exploration of a new online social network community Computer
and
Information Science 19(5)
-
104
Klein, L, Quelch, J.A.,(2006),The Internet and international
marketing", Sloan
Management Review, 37, 3, 60-75
Miller, C.C. (2009). Who is driving Twitter's Popularity? Not
teens. The New York
Times, August 25, Technology section
Morin P.,(2006), The History of the Internet, Carleton
University, Canada
Netprofitstoday (2013).
http://www.netprofitstoday.com/articles/192/1/How-to-
Promote-Your-Offline-Business-using-LinkedIn/Page1.html
Norman J.M.,(2005), From Gutenberg to the Internet-A Sourcebook
on the History of
Information Technology, Norman Publishing.
Qwerty (2013)
http://www.qwerty.gr/howto/migrate-facebook-profile-to-page
Tsimpountiii (2013).
http://www.tsimpountiii.gr/news-updates/facebook-pages-vs-
facebook-groups-tutorial-%CE%BA%CE%B1%CE%B9-
%CF%80%CF%89%CF%82-
%CF%86%CF%84%CE%B9%CE%AC%CF%87%CE%BD%CE%BF%CF%85%
CE%BC%CE%B5-%CE%BC%CE%B9%CE%B1-page/
Turban, E, Lee J King, D. Chung H.M., (2000). Electronic
Commerce: A Managerial
Perspective, Prentice Hall, New Jersey
Uic (2013).
http://www.uic.edu/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/3086/2589
Vdimitris (2013). http://www.vdimitris.gr/mysql.php?seo=14
Wasserman, S. and Faust, K. (1994) Social Network Analysis:
Methods and
Applications. Cambridge: Cambridge University Press.
- . .,(2003), , Rosili, 417-419
.,(2009), Facebook MySpace, : 3-6-2012
http://sites.google.com/site/greekbusinessseminar/Home/social-networks-facebook-myspace-linkedin-1/chrese-ton-facebook-kai-myspace
(2013). . :
http://www..gr/articles_tbview.php?articles_tb_id=491
, ., (2006), , : . ., (2009),
:
-
105
http://www.google.gr/search?hl=el&q=Michael+Ray%2C+2009&meta=&aq=f&oq
=
., (2009), :
http://www.google.gr/search?hl=el&q=Michael+Ray%2C+2009&meta=&aq=f&oq
=
, (2008), ! , :
http://www.tanea.gr/default.asp?pid=96&ct=16&artid=54080&nid=0