Social media guerrilla marketing : case: Turku Kampus Upgrade

Companies today use and combine a wide scale of different techniques to enhance already existing ways of marketing. Guerrilla marketing method challenges the traditional view of an increment in expenditure correlating to the effectiveness of the campaign by relying mainly on creativity (surprise effect) and word-of-mouth (diffusion effect) to keep the costs low. Although originally aimed at smaller firms, the method is now used by many multinational corporations also. I was asked if I wanted to do my thesis on a project which later turned out to be Turku Kampus Upgrade. In short, people were asked to submit ideas aimed at improving the Kupittaa campus area and the best ideas were rewarded. The commissioners never explicitly stated that the campaign should be executed using guerrilla tools; however, the funding was so limited that guerilla marketing methods had to be utilized (mostly word-of-mouth marketing). The main objective of this thesis is to critically analyze the marketing campaign carried out and give suggestions on how to use guerrilla methods more efficiently next time.Nykyään yritykset käyttävät ja yhdistelevät monia erilaisia tekniikoita parantaakseen jo olemassa olevia markkinointikeinoja. Sissimarkkinointi haastaa perinteisen käsityksen, jonka mukaan markkinoinnin tehokkuus kasvaa suhteessa kampanjaan käytettyyn rahamäärään, luottamalla luovuuteen sekä word-of-mouth -metodiin, jotka pitävät kulut minimissä. Vaikka kyseiset metodit olivat alunperin tarkoitettu pienemmille yrityksille, käyttävät myös suuret monikansalliset yritykset niitä nykyään. Minulta tiedusteltiin, että haluaisinko tehdä opinnäytetyöni erään projektin parissa, joka myöhemmin osoittautui Turku Kampus Upgradeksi. Lyhyesti selitettynä, ihmisiltä pyydettiin ideoita Kupittaan kampusalueen parantamiseen, ja parhaimmat ideat palkittiin. Sissimarkkinoinnin keinoja ei missään vaiheessa kampanjaa erikseen käsketty käyttämään, vaan rahoituksen niukkuuden takia niihin päädyttiin automaattisesti. Opinnäytetyön päämääränä on kriittisen analysoinnin kautta löytää keinoja käyttää sissimarkkinoinnin välineitä tehokkaammin markkinointikampanjassa ensi kerralla

Mining social network data for personalisation and privacy concerns: A case study of Facebook’s Beacon

This is the post-print version of the final published paper that is available from the link below.The popular success of online social networking sites (SNS) such as Facebook is a hugely tempting resource of data mining for businesses engaged in personalised marketing. The use of personal information, willingly shared between online friends' networks intuitively appears to be a natural extension of current advertising strategies such as word-of-mouth and viral marketing. However, the use of SNS data for personalised marketing has provoked outrage amongst SNS users and radically highlighted the issue of privacy concern. This paper inverts the traditional approach to personalisation by conceptualising the limits of data mining in social networks using privacy concern as the guide. A qualitative investigation of 95 blogs containing 568 comments was collected during the failed launch of Beacon, a third party marketing initiative by Facebook. Thematic analysis resulted in the development of taxonomy of privacy concerns which offers a concrete means for online businesses to better understand SNS business landscape - especially with regard to the limits of the use and acceptance of personalised marketing in social networks

Strategic Analysis of How to Maximize the Earning Potential of Widgets

This paper presents an analysis and recommendations for maximizing the earning potential of CBC widgets. Theoretical concepts, such as the Customer Value Model, Roger\u27s Model of Adoption and viral marketing are used to identify ways to grow widget adoption and encourage viral distribution as a means to increase impressions available for sale to advertisers. The paper explores trends in Internet usage and advertising, with a focus on defining best practices that can be applied broadly to all widgets

Do All Roads Lead to Rome? Exploring the Relationship Between Social Referrals, Referral Propensity and Stickiness to Video-on-Demand Websites

Content website providers have two main goals: They seek to attract consumers and to keep them on their websites as long as possible. To reach potential consumers, they can utilize several online channels, such as paid search results or advertisements on social media, all of which usually require a substantial marketing budget. However, with rising user numbers of online communication tools, website providers increasingly integrate social sharing buttons on their websites to encourage existing consumers to facilitate referrals to their social networks. While little is known about this social form of guiding consumers to a content website, the study proposes that the way in which consumers reach a website is related to their stickiness to the website and their propensity to refer content to others. By using a unique clickstream data set of a video-on-demand website, the study compares consumers referred by their social network to those consumers arriving at the website via organic search or social media advertisements in terms of stickiness to the website (e.g., visit length, number of page views, video starts) and referral likelihood. The results show that consumers referred through social referrals spend more time on the website, view more pages, and start more videos than consumers who respond to social media advertisements, but less than those coming through organic search. Concerning referral propensity, the results indicate that consumers attracted to a website through social referrals are more likely to refer content to others than those who came through organic search or social media advertisements. The study offers direct insights to managers and recommends an increase in their efforts to promote social referrals on their websites

The 'who' and 'what' of #diabetes on Twitter

Social media are being increasingly used for health promotion, yet the landscape of users, messages and interactions in such fora is poorly understood. Studies of social media and diabetes have focused mostly on patients, or public agencies addressing it, but have not looked broadly at all the participants or the diversity of content they contribute. We study Twitter conversations about diabetes through the systematic analysis of 2.5 million tweets collected over 8 months and the interactions between their authors. We address three questions: (1) what themes arise in these tweets?, (2) who are the most influential users?, (3) which type of users contribute to which themes? We answer these questions using a mixed-methods approach, integrating techniques from anthropology, network science and information retrieval such as thematic coding, temporal network analysis, and community and topic detection. Diabetes-related tweets fall within broad thematic groups: health information, news, social interaction, and commercial. At the same time, humorous messages and references to popular culture appear consistently, more than any other type of tweet. We classify authors according to their temporal 'hub' and 'authority' scores. Whereas the hub landscape is diffuse and fluid over time, top authorities are highly persistent across time and comprise bloggers, advocacy groups and NGOs related to diabetes, as well as for-profit entities without specific diabetes expertise. Top authorities fall into seven interest communities as derived from their Twitter follower network. Our findings have implications for public health professionals and policy makers who seek to use social media as an engagement tool and to inform policy design.Comment: 25 pages, 11 figures, 7 tables. Supplemental spreadsheet available from http://journals.sagepub.com/doi/suppl/10.1177/2055207616688841, Digital Health, Vol 3, 201

Campaign Finance & Online Oversight

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