This document summarizes a presentation about social media and its applicability to business. It discusses how social media allows businesses to engage with customers, employees, and the community. It provides insights into how these groups use social media to discuss brands, working conditions, business practices, and social issues. It also emphasizes that for businesses to effectively engage through social media, they need to be interactive, globally aligned, consistent, responsive, responsible, authentic, aware, and innovative.
16. Social Media Presentation
Content Never Dies
“It’s almost everything. That’s why we hire good-looking people in our stores.
Because good-looking people attract other good-looking people, and we want to
market to cool, good-looking people. We don’t market to anyone other than that,”
- in a 2006 Interview
Statement resurfaced in 2013
22. Social Media Presentation
The opinions remain divided but
certainly stirred the brand. Mike
Jeffries’ compensation is being
questioned on last count.
34. Social Media Presentation
Customer Insights
• Customers are discussing brands on social media in a detailed and
authentic manner
• Customers who engage with a brand on social media are more
loyal and report spending 20% to 40% more on that brand
• Nike+ product and social community credited with increasing Nike
running shoe market share from 48% to 61%
And yet!
58% of consumers who have tweeted about a bad experience have
never received a response from the offending company
Source:
Bain & Company: putting social media to work
Bluewolf: Social Service Infographic
35. Social Media Presentation
Customer Rants
• Social media allows the spread of such messages faster and damages the brand image more
quickly than it takes to build brand image
• On Average Telecom company spend anywhere between 100 to 400 crores on marketing and
advertising
The focus should be on customer service
The Post Received 150 + likes
55 comments & 57 Shares in a matter of 6 hours
38. Social Media Presentation
Employee Insights
Employees are the most credible voices for a company,
when it comes to
– Working Conditions
– Innovation
– Business Practices
Source: Edelman Insights: Employee Engagement
43. Social Media Presentation
Employee Engagement
• The HP elite squad:
Drizzlin suggested an internal contest (Elite Squad) to draw a crème of
employee. Talent to be the unadulterated voice of the enterprise. This pool
was judged based on their expertise in photography, videography, or
creative writing skills. This approach ensured that enterprise is also a
practitioner of embracing workplace diversity; not merely an advocate.
46. Social Media Presentation
Understanding Indian Youth &their Conversations on Social Media
Community Insights
Indian Social Networking Site: Users on Social Issues
• Environment is the most popular social issue amongst Gen Next with more than 2.35 lakh having a digital
association
• 187,480 of Indian Gen Next Social Networking Site users are affiliated to Social Work on the web.
• Issues like violence against women and child abuse follow the issue of environment in terms of Gen Next
association.
• Gen Next does associate itself with Sanitation & Hygiene but sanitation contributes just 12% to this.
Source: Facebook ad metric data
0 100000 200000 300000 400000 500000 600000 700000 800000
Gen Next(13-24)
Gen Now(25-39)
Gen Yest(40-54)
Gen Vintg(55+)
Environment
Domestic Violence
Child Abuse
Sustainable Development
Hygiene
Malnutrition
Child Labour
Sanitation
Sewage Treatment
Neonatal Health
http://www.fastcodesign.com/1669551/how-companies-like-amazon-use-big-data-to-make-you-love-themhttp://mashable.com/2013/05/06/cmo-data/http://www.salon.com/2013/02/01/how_netflix_is_turning_viewers_into_puppets/http://seekingalpha.com/article/1468701-how-netflix-is-using-data-to-regain-its-leadership-position2 stories – with big data headline, Two story lines.