Social media marketing
Readings blok 4
- aan het einde weer kijken naar de “learning goals”
, Week 1
Tuesday 8 th
April
Introduction of social media
Social media...
- Enable firms to communicate with their customers
- Allow customer to communicate with each other (user-generated content)
Goal:
- Build brand loyalty
- Increase brand awareness, brand recognition, brand recall
Dove campaign:
- Nostalgia is being used in the campaign of dove
- Authenticity
- Celebrities are hopping-on on this trend
- They do this by creating their own version of this trend
User-generated content (UGC) =
- Internet as a source of information about products/services
- Consumers share experiences with products/services among each
other
(Works because we trust other consumers)
- Consumers trust other consumers
Word-of-mouth (WOM) and electronic word-of-mouth (eWOM) are forms of
user-generated content.
Important campaign elements of Ryanair on tiktok:
- Inexpensive and highly scalable
- Allows Ryanair to piggyback on the success of other people’s videos
(because Ryanair is reacting with funny comments, it’s getting attention by
other users of tiktok)
- Complements Ryanair’s reputation for affordability and no-frills service
- Enables Ryanair to shift the narrative when people make negative
comments
Real-time marketing =
,Companies are jumping on something that is really happening in the real word.
(E.g., companies playing 1 april fools -> Stelz, albert heijn)
Shein shopping hauls (example of going wrong):
To change their image, they came with the campaign ‘Shein on the road’
People got angry, because they found it unbelievable. It backfired.
Influencers were being paid and people didn’t like what they said in the
video “they are not even sweating’.
To save this they came with a crisis response (because there was no
strategy here).
They thought if they spend a lot of money on influencers, they could save
their image
One campaign can destroy the company, however there was an immediate
apology.
Six groups of can UGC participants:
1) Active creators: They produce and publish original content, like videos,
blogs, or social media posts.
2) Critics: They respond to content by commenting, rating, or reviewing.
3) Collectors: They organize content, often bookmarking, tagging, or saving
it.
4) Joiners: They maintain a presence on social platforms, but don’t create
much. (Have an account and like sometimes)
5) Passive spectators: They consume content but don’t engage — they
only watch, read, or scroll silently.
6) Inactives: They don’t engage with UGC at all — no content, no
interaction, no viewing.
You can be in more than one of the six groups.
The impact of social media:
The positive impact of social media
E.g., LA wildfires. Locals in LA came together and helped each other with stuff
and donations to help each other. Social media influencers shared this online and
asked people to do the same.
- nonprofit organizations can boost donations via social media
Audio advertising is redefining marketing in 2025 (and beyond)
(e.g., podcast)
, - audio makes it’s possible that you can do other stuff at the same time, which
makes it possible
contextual targeting (uses the environment you’re in to play your
feelings, so does not use personal data)
Dynamic creative optimization (DCO)
In-car placements
Contextual targeting =
een vorm van online adverteren waarbij advertenties worden getoond op basis
van de inhoud van de webpagina in plaats van het gedrag of profiel van de
gebruiker.
E.g., als iemand een artikel leest over hardloopschoenen, kan er een advertentie
verschijnen van een sportwinkel — niet omdat het systeem weet wie de
gebruiker is, maar omdat de pagina over sport gaat.
DCO =
een geavanceerde manier van online adverteren waarbij advertenties
automatisch worden aangepast aan de gebruiker met behulp van real-time
data en kunstmatige intelligentie (AI).
E.g., als jij op een reiswebsite zoekt naar vluchten naar Spanje, krijg je kort
daarna een advertentie te zien met een aanbieding voor een hotel in
Barcelona — speciaal aangepast aan jouw gedrag en locatie.
DCO vs. Contextual targeting:
DCO = gericht op de persoon (met data → persoonlijk)
Contextual targeting = gericht op de inhoud (zonder data →
privacyvriendelijk)
*WhatsApp is the largest platform in
2025, followed by Youtube and
Facebook
*WhatsApp is not really a social
media platform because it has no
ads.
Conclusions
1. The use of social media remains high, but the Dutch are becoming more
critical of which platforms they use daily
Readings blok 4
- aan het einde weer kijken naar de “learning goals”
, Week 1
Tuesday 8 th
April
Introduction of social media
Social media...
- Enable firms to communicate with their customers
- Allow customer to communicate with each other (user-generated content)
Goal:
- Build brand loyalty
- Increase brand awareness, brand recognition, brand recall
Dove campaign:
- Nostalgia is being used in the campaign of dove
- Authenticity
- Celebrities are hopping-on on this trend
- They do this by creating their own version of this trend
User-generated content (UGC) =
- Internet as a source of information about products/services
- Consumers share experiences with products/services among each
other
(Works because we trust other consumers)
- Consumers trust other consumers
Word-of-mouth (WOM) and electronic word-of-mouth (eWOM) are forms of
user-generated content.
Important campaign elements of Ryanair on tiktok:
- Inexpensive and highly scalable
- Allows Ryanair to piggyback on the success of other people’s videos
(because Ryanair is reacting with funny comments, it’s getting attention by
other users of tiktok)
- Complements Ryanair’s reputation for affordability and no-frills service
- Enables Ryanair to shift the narrative when people make negative
comments
Real-time marketing =
,Companies are jumping on something that is really happening in the real word.
(E.g., companies playing 1 april fools -> Stelz, albert heijn)
Shein shopping hauls (example of going wrong):
To change their image, they came with the campaign ‘Shein on the road’
People got angry, because they found it unbelievable. It backfired.
Influencers were being paid and people didn’t like what they said in the
video “they are not even sweating’.
To save this they came with a crisis response (because there was no
strategy here).
They thought if they spend a lot of money on influencers, they could save
their image
One campaign can destroy the company, however there was an immediate
apology.
Six groups of can UGC participants:
1) Active creators: They produce and publish original content, like videos,
blogs, or social media posts.
2) Critics: They respond to content by commenting, rating, or reviewing.
3) Collectors: They organize content, often bookmarking, tagging, or saving
it.
4) Joiners: They maintain a presence on social platforms, but don’t create
much. (Have an account and like sometimes)
5) Passive spectators: They consume content but don’t engage — they
only watch, read, or scroll silently.
6) Inactives: They don’t engage with UGC at all — no content, no
interaction, no viewing.
You can be in more than one of the six groups.
The impact of social media:
The positive impact of social media
E.g., LA wildfires. Locals in LA came together and helped each other with stuff
and donations to help each other. Social media influencers shared this online and
asked people to do the same.
- nonprofit organizations can boost donations via social media
Audio advertising is redefining marketing in 2025 (and beyond)
(e.g., podcast)
, - audio makes it’s possible that you can do other stuff at the same time, which
makes it possible
contextual targeting (uses the environment you’re in to play your
feelings, so does not use personal data)
Dynamic creative optimization (DCO)
In-car placements
Contextual targeting =
een vorm van online adverteren waarbij advertenties worden getoond op basis
van de inhoud van de webpagina in plaats van het gedrag of profiel van de
gebruiker.
E.g., als iemand een artikel leest over hardloopschoenen, kan er een advertentie
verschijnen van een sportwinkel — niet omdat het systeem weet wie de
gebruiker is, maar omdat de pagina over sport gaat.
DCO =
een geavanceerde manier van online adverteren waarbij advertenties
automatisch worden aangepast aan de gebruiker met behulp van real-time
data en kunstmatige intelligentie (AI).
E.g., als jij op een reiswebsite zoekt naar vluchten naar Spanje, krijg je kort
daarna een advertentie te zien met een aanbieding voor een hotel in
Barcelona — speciaal aangepast aan jouw gedrag en locatie.
DCO vs. Contextual targeting:
DCO = gericht op de persoon (met data → persoonlijk)
Contextual targeting = gericht op de inhoud (zonder data →
privacyvriendelijk)
*WhatsApp is the largest platform in
2025, followed by Youtube and
*WhatsApp is not really a social
media platform because it has no
ads.
Conclusions
1. The use of social media remains high, but the Dutch are becoming more
critical of which platforms they use daily
