<p>Bakgrund: I massmedia har det på senare tid börjat uppmärksammas ett nytt fenomen inom internetbaserad marknadsföring som kallas för viral marknadsföring. Det har dock inte gjorts några studier om vad begreppet egentligen innebär. </p><p>Syfte: Att ge en innebörd åt begreppet viral marknadsföring och att undersöka de faktorer som kan påverka möjligheten att kunna utnyttja viral marknadsföring. </p><p>Avgränsningar: I denna studie har vi avgränsat oss genom att säga att teorierna kring viral marknadsföring endast går att applicera på Internet. I studien behandlas endast konsumentrelaterade produkter. Genomförande: Undersökningen har genomförts via studier av artiklar och litteratur och med en empirisk del som består av enkätundersökning, intervju samt data från ett fallföretag. </p><p>Resultat: Viral marknadsföring handlar om att låta utomstående personer marknadsföra det egna företaget via Internet. Spridning av viral marknadsföring kan ske aktivt eller passivt. I uppsatsen identifieras olika typer av viral marknadsföring beroende på vilken typ av produkt eller tjänst som marknadsförs. Avslutningsvis redovisas en modell som beskriver de faktorer som bör beaktas vid utformandet av en viral marknadsföringsstrategi, detta med avseende på produkten, kunden och marknaden.</p>

Bakgrund: I massmedia har det på senare tid börjat uppmärksammas ett nytt fenomen inom internetbaserad marknadsföring som kallas för viral marknadsföring. Det har dock inte gjorts några studier om vad begreppet egentligen innebär. Syfte: Att ge en innebörd åt begreppet viral marknadsföring och att undersöka de faktorer som kan påverka möjligheten att kunna utnyttja viral marknadsföring. Avgränsningar: I denna studie har vi avgränsat oss genom att säga att teorierna kring viral marknadsföring endast går att applicera på Internet. I studien behandlas endast konsumentrelaterade produkter. Genomförande: Undersökningen har genomförts via studier av artiklar och litteratur och med en empirisk del som består av enkätundersökning, intervju samt data från ett fallföretag. Resultat: Viral marknadsföring handlar om att låta utomstående personer marknadsföra det egna företaget via Internet. Spridning av viral marknadsföring kan ske aktivt eller passivt. I uppsatsen identifieras olika typer av viral marknadsföring beroende på vilken typ av produkt eller tjänst som marknadsförs. Avslutningsvis redovisas en modell som beskriver de faktorer som bör beaktas vid utformandet av en viral marknadsföringsstrategi, detta med avseende på produkten, kunden och marknaden.

The purpose of this thesis is to clarify the connection between word-of-mouth and viral marketing, to identify properties of and strategic ways to implement viral marketing and to examine how a company can influence the customers’ perception of the brand in social media. This purpose served to answer our research question:  How can companies deliberately create viral marketing? To answer this question we based our study on a qualitative method where we conducted eight interviews with different people, all with experience in our research field. We focused on our respondents’ own opinions and were more interested in their personal experiences rather than the market in general. In our last chapter our analysis clearly demonstrates that companies can deliberately create viral marketing. This is possible if companies create material that appeal to and that triggers the costumer to share. Furthermore, the company must then respect the customer's power regarding the material and dare to let the customer take control. More specifically, we have also been able to identify aspects of viral marketing and examine how companies can manage viral marketing in a strategic manner. / Syfte: Uppsatsen har tre delsyften som tillsammans bidragit till att finna ett svar på forskningsfrågan som lyder: Hur kan ett företag medvetet skapa viral marknadsföring? För att kunna besvara vår forskningsfråga så har vi först besvarat tre delsyften. Vi har klargjort kopplingen mellan word-of-mouth och viral marknadsföring, vidare har vi identifierat egenskaper hos viral marknadsföring samt ett strategiskt tillvägagångssätt för viral marknadsföring. Slutligen har vi även utrett hur ett företag kan influera kundens varumärkesimage genom att kontrollera sin varumärkesidentitet via sociala medier. Metod: Vi har i och med den här uppsatsen valt att arbeta med en kvalitativ forskningsmetod. Vår ansats har varit induktiv med deduktiva inslag, det vill säga abduktiv. Den empiriska materialinsamlingen har bestått av åtta kvalitativa intervjuer som genom deras personliga natur gett oss en djupare förståelse för ämnet som studerats. Slutsats: Vi har genom vår analys kunnat påvisa att företag medvetet kan skapa viral marknadsföring. Detta genom att skapa material som tilltalar och triggar kunden att dela. Vidare måste företaget sedan respektera kundens omnipotenta makt över materialet och våga lämna över kontrollen. Mer specifikt har vi också kunnat identifiera aspekter hos viral marknadsföring samt utrett hur företag kan hantera viral marknadsföring på ett strategiskt sätt.

Social media provides a new position of power to the single individual within PR and marketing campaigns. When a company uses social media as a communication tool in their PR and marketing practice, they have to adapt themselves after the customers' needs and the new communication structure within social media. Communication in social medi is different from traditional media, which is more one-way communicative and visual in its interaction, rather than the digital media that are more two-way communicative av viral through dialogue. If a company creates PR and marketing campaigns within social media without adjusting to the new rules of communication through dialogue, and instead try to apply traditional one-way communication to their social campaigns, they put themselves and their brands in risk of public humiliation and loss of customers; the speed of the viral dialogue over social media can spread bad news fast, and with the newfound power of the single individual, the impliacations can thus be devastating for a company and its brand. If an organization does not respond and take part of the criticism that may be directed at them through the customers' comments, the negative dialogue among clients and the public within social media can quickly create a hazard enviorment for a company and its brand to be seen in.  The public within these social media platforms are more independent and continuously conversing with each other on a local an global scale. They share information, opinions and experiences with both strangers and friends, and if company wants to ahve a chance of creating a dialogue with a positive outcome with their customers, they have to adapt to the conversations to be able to satisfy the customers' needs. In that meaning, they have to be prepared to talk with their customers more than they talk at them to be able to take in all the feedback and possible criticism they may receive, and then use it in a constructive way for the company's development of their productions and relationship with their customers.  To succeed with PR and marketing through social media, the company and communicators need to define a communication strategy over how to maintain a viral dialogue with their customers, and how to handle and respond to comments and criticism the company may recieve. By doing so, the company can figure out how to satisfy the needs of both the organization and of their customers at the same time as they create closer and more personal bonds to their target groups. It is therefore critical for a company to research their target groups' behaviors and needs before they commence any campaign or dialogue over the social web to be able to construct well-planned campaigns thar enforces trustful and stabile relations with their target groups, the company's campaigns will probably not appeal to their customers, which can lead up to open criticism and a bad repuation for the organization over the social web.  Social media is a huge field of knowledge that needs research and education to be handled correctly to be able to eliminate the risks of being social through social media. However, if PR and marketing campaigns in social media are well thought out and open for dialogue and feedback, then PR and marketing through social media is the most effective tool to enhace and develop a company's brand and its relationship with their customers. Social media is the communication of the future, and it is crucial that companies and communicators are able to understand and handle the new commnication structure of social media in their PR and marketing practices to have a chance to gain customers in our digital world. The communicators and companies that know how to use the dialogue through social media for their own benefit can use their knowledge as the new competitive weapon in the battle of gaining customers.

Social media provides, as many points out, new possibilities for marketing. Marketing in social media requires a two way communication, rather than the traditional marketing where the communication model is typically sender – receiver.To create a marketing campaign that is suitable for a two way communication model has its difficulties and risks as well as its opportunities. Opportunities in the sense that the campaign can become a viral, a Word of mouth and create a Buzz, which will reach potential customers, to a bigger quantity for lower costs, with a message that will make a different impact from the types of commercial messages we are used to. Risks in the sense that the message, if not properly aimed and phrased, can be turned overnight into something that humiliates the company and possibly harm its brand.The difficulties in creating such a campaign is to create something that will catch people’s attention, discuss and forward it, while at the same time avoid getting hurt.We aim to describe the internet from a cultural context, and from that point of view explore the types of misunderstandings which often seem to happen when a corporate message is created and sent out in social media, how to avoid putting the image of a company in danger when doing this, and examine if there is ways to know how the message will be received. We truly feel that linking marketing in social media with internet culture is a field of research with great possibilites. Number of pages: 33 Course: Media and communication studies C University: Department of informatics and media, Uppsala University Period: Fall 2011 Keywords: Internet culture, social media marketing, word of mouth, viral marketing, participatory culture, transparency, anonymity, Web 2.0,

<p>Reklamspel är ett verktyg inom reklambranschen, en bransch som undergått stor förändring under senare års digitala utveckling. Denna förändring uppmanar ständigt till bredare kunskap och högre förståelse hos både skapare och användare.</p><p>Syftet med uppsatsen var att påbörja ett ramverk för skapandet av “bra” reklamspel. För det krävdes att ordet “bra” definierades och kunde förstås så att även diskussionen kring spel och reklam förbättrades.</p><p>Det material som uppsatsen grundats i kommer från en två månader lång praktik där ett reklamspel producerades och från det designdokument som digitalbyrån North Kingdom lämnade efter sitt reklamspel, The Coke Zero Game.</p><p>Med kvalitativa metoder samlades resultat in och jämfördes mot en teoretiskgrund byggd på kunskap inom marknadsföring, interaktions- och speldesign, användbarhet och uttryck ofta använda i spelsammanhang. Detta ledde efter analys tillslutsatser i form av ett ramverk på egenskaper som reklamspel bör sträva efter.</p> / <p>An advergame is a tool for the business of advertisment, a business which has during the past years of digital evolution gone through a lot of change. This change demands greater knowledge and a better understanding amongst both the creators and users of the games.</p><p>The purpose of the thesis was to initiate a framework for the creation of “good” advergames. For this the word “good” needed to be defined and understood so that also the discussion regarding games and advertising could improve.</p><p>The material which the thesis was based on originated from an advergame created during a two month long internship and from the design document that the digital agency North Kingdom released after their advergame, The Coke Zero Game.</p><p>With qualitative methods, results were collected and later on examined against a theoretic base of knowledge surrounding marketing, interaction- and game design, useability and common expressions used in the context of games. After the analysis the conclusions narrowed down into a framework of qualities that an advergame should strive for.</p>

<p><strong>Purpose </strong>The purpose is to analyze the parliamentary parties political communication in the social media channels before the election 2010.</p><p><strong>Methodology </strong>This essay is a descriptive study from nine interviews of the responsible people in the parliamentary parties. In addition to that two more interviews were done with social media experts</p><p><strong>Theoretical perspective </strong>This essay is based on two-way communication and communication strategies</p><p><strong>Conclusions </strong>The parliamentary parties use social media as a complement to traditional media. The purpose is to create dialog and to minimize the gap to the voters, but in many ways it is being used as a one-way communication channel.  The parliamentary parties are trying to use the social media channels in Swedish conditions, but in many ways they try to imitate an American used strategy.</p>

Purpose The purpose is to analyze the parliamentary parties political communication in the social media channels before the election 2010. Methodology This essay is a descriptive study from nine interviews of the responsible people in the parliamentary parties. In addition to that two more interviews were done with social media experts Theoretical perspective This essay is based on two-way communication and communication strategies Conclusions The parliamentary parties use social media as a complement to traditional media. The purpose is to create dialog and to minimize the gap to the voters, but in many ways it is being used as a one-way communication channel.  The parliamentary parties are trying to use the social media channels in Swedish conditions, but in many ways they try to imitate an American used strategy.

No description available.

Reklamspel är ett verktyg inom reklambranschen, en bransch som undergått stor förändring under senare års digitala utveckling. Denna förändring uppmanar ständigt till bredare kunskap och högre förståelse hos både skapare och användare. Syftet med uppsatsen var att påbörja ett ramverk för skapandet av “bra” reklamspel. För det krävdes att ordet “bra” definierades och kunde förstås så att även diskussionen kring spel och reklam förbättrades. Det material som uppsatsen grundats i kommer från en två månader lång praktik där ett reklamspel producerades och från det designdokument som digitalbyrån North Kingdom lämnade efter sitt reklamspel, The Coke Zero Game. Med kvalitativa metoder samlades resultat in och jämfördes mot en teoretiskgrund byggd på kunskap inom marknadsföring, interaktions- och speldesign, användbarhet och uttryck ofta använda i spelsammanhang. Detta ledde efter analys tillslutsatser i form av ett ramverk på egenskaper som reklamspel bör sträva efter. / An advergame is a tool for the business of advertisment, a business which has during the past years of digital evolution gone through a lot of change. This change demands greater knowledge and a better understanding amongst both the creators and users of the games. The purpose of the thesis was to initiate a framework for the creation of “good” advergames. For this the word “good” needed to be defined and understood so that also the discussion regarding games and advertising could improve. The material which the thesis was based on originated from an advergame created during a two month long internship and from the design document that the digital agency North Kingdom released after their advergame, The Coke Zero Game. With qualitative methods, results were collected and later on examined against a theoretic base of knowledge surrounding marketing, interaction- and game design, useability and common expressions used in the context of games. After the analysis the conclusions narrowed down into a framework of qualities that an advergame should strive for.