SNeM2S: a Social Network Model for Marketing Strategies

This paper proposes a marketing model (SNeM2S) starting from Social Networks features related with marketing processes. The model gives the rationale of strategies and processes that companies use to provide and capture value through Social Networks. It includes the selection of potential Social Networks to use; the definition of a financial plan; the definition of organisational structures to manage the Social Network in the market; the selection of target (consumer); the promotion of products and services and finally the performance measures with specific indicators. SNeM2S is applied to You-Tube in order to explain how companies and consumers can use this Social Network to implement their marketing strategies.