Page 66 - MYM 2016

From Bowling to Pinball
fig. 3: the 6c model (company, contents, control, community, consumers, conversation) according to hollensen/opresnik
degree of interaction between the company and its di erent key customers. O en the company nds some Key Account managers, who have the respon- sibility of taking care of the one-to-one interaction between the rm and its key accounts (customers).
➤ Viral Marketing is representing version 1.0 of Social Media Marketing, where the company, for example, uses an untraditional YouTube video to get attention and generate awareness about
its brand. e interaction between the potential customers is quite high (blogging sites etc.), but the feedback to the company is relatively low (no double arrows back to the company).
➤ Social Media Marketing is representing version 2.0 of Social Media Marketing, where there is also extensive feedback to the company itself (double arrows back to the company). Here the company has proactively chosen to be a co-player in the discussion and blogging on the various relevant social media sites (Facebook, Twitter etc.). is also means that here, the company tries to strengthen the interaction with customers in a positive
direction, in order to in uence the customer behav- ior. In order to do so, the company needs a backup team of social media employees who can interact and communicate online with potential and actual customers. Consequently, this strategy is also very resource demanding.
e social media platforms (e.g. Facebook
or Twitter) are essentially vehicles for carrying content. is content – in form of words, text, pictures and videos – is generated by millions of potential customers around the world, and from your perspective (the company’s perspective) this can indeed be an inspiration to create further value for these customers. e model above (Figure 3) mainly represents alternative 4 in Figure 2. If there had been no feedback to the company in the model, it would have been more like alternative 3 (Hol- lensen and Opresnik, 2015).
Figure 3 de nes six distinct, interrelated ele- ments (Cs) that explain the creation and retention of consumer engagement, seen from a company perspective. However, user-generated content still plays an important role in the model:
66 | MINd YOUr MarkETING OCTOBEr 2016