Social Media Marketing and Online Branding - Lata Vijaybaskar M.B.A., M.Phil., M.Sc., “ It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” — Charles Darwin

It used to be simple Tell the market what your product is Spend to create brand awareness Brand management is owned by the CMO The marketing mix is about the product first and foremost Target your message to the media for increased visibility Broad-based messaging drives revenue

Tell the market what your product is

Spend to create brand awareness

Brand management is owned by the CMO

The marketing mix is about the product first and foremost

Target your message to the media for increased visibility

Broad-based messaging drives revenue

The Changing Media Landscape Declining print readership Shifting focus of broadcast outlets Audiences moving to online information sources Emergence of mobile and global media market Growth of Social Media – blogging, shared information sites, online communities

Declining print readership

Shifting focus of broadcast outlets

Audiences moving to online information sources

Emergence of mobile and global media market

Growth of Social Media – blogging, shared information sites, online communities

The “re launch” of concepts The power of soft marketing Communities essentially become target markets. Interaction creates brand equity product visibility and buyer decision-making.

The power of soft marketing

Communities essentially become target markets.

Interaction creates brand equity product visibility and buyer decision-making.

So What is Social Media? Wikipedia defines Social Media as “the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs, message boards, podcasts, wikis, and vlogs.”

Wikipedia defines Social Media as “the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs, message boards, podcasts, wikis, and vlogs.”

Types of Social Media Network Example Blogs , Micro-blogs Social Networks Wikis Social bookmarking Photo Sharing Online Video

Social Media is about connection, not content. Your customers are already talking about you. The fact that you aren’t participating is your implicit endorsement of whatever it is that they are saying.

Your customers are already talking about you. The fact that you aren’t participating is your implicit endorsement of whatever it is that they are saying.

Why Social Media has Become an Effective Brand Building Strategy ? Your brand is no longer what you say it is, it’s what they say it is. Social media is where “they” – customers, prospects, journalists and other influencers – are talking about your brand. They’re forming and sharing opinions that will impact your brand, and a social media strategy is needed to cultivate interactions.

Your brand is no longer what you say it is, it’s what they say it is.

Social media is where “they” – customers, prospects, journalists and other influencers – are talking about your brand.

They’re forming and sharing opinions that will impact your brand, and a social media strategy is needed to cultivate interactions.

Evolving trends in Brand communication Pull Push Radio TV Print Blogs Website Social Networking Brand Communication Strategy

Consumer Behavior in social networks

Unplanned Communication Social Media Marketing Corporate Communication Corporate Identity Mix Social Media Branding Corporate Brand Image

Social Media Branding Online Communication / Corporate Identity mix User generated content / Corporate Identity Mix User generated content / Corporate Identity Mix

Success stories…

Success stories…

Be the Next Social Media Success Story PR is the new advertising in Social media Leverage user generated content Corporate Identity mix to infleunce customer interactions on web 2.0.

PR is the new advertising in Social media

Leverage user generated content

Corporate Identity mix to infleunce customer interactions on web 2.0.

The limiting factors How do we measure Social media?

How do we measure Social media?

The limiting factors Understanding the process and strategy Building Brand loyalty and equity Manage the floodgates for critical commentary.

Understanding the process and strategy

Building Brand loyalty and equity

Manage the floodgates for critical commentary.