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A presentation on social media numbers, platforms, strategy, case studies, predictions in 2013!

A presentation on social media numbers, platforms, strategy, case studies, predictions in 2013!

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    Social media 2013 Social media 2013 Presentation Transcript

    • Social Media - 2013
    • What are we talking about?• Internet stats• What is social media?• Why social media?• Strategy framework• Being prepared• Case studies
    • “Social media is like teenage sex,everybody’s excited about it but very few people are doing it well.” Keith Weed Unilever Global , CMO
    • What is digital marketing?Digital marketing is the practice of promoting productsand services using digital distribution channels toreach consumers in a timely, relevant, personal andcost-effective manner.-WikipediaIt’s components are:• Social Media• Search Engine Marketing• Branding & Design• Mobile Marketing• Email marketing
    • The internet’s growing - FAST7.067 billion is the estimated population of the world2.5 billion people are connected to the That’sInternet. more than 35% http://www.internetinnovation.org/guide http://en.wikipedia.org/wiki/World_population
    • 6 billion+ mobile connections and growing • India has 864.72 million mobile connections as on 31st December 2012 • 1.4 billion smartphones will be activated in 2013 • The number of mobile-connected devices will exceed the world’s population in 2013http://yourstory.in/2013/02/top-mobile-innovators-recognised-at-world-summit-awards-for-mobile/http://www.trai.gov.in/WriteReadData/WhatsNew/Documents/PR-TSD-Dec2012.pdfhttp://www.techi.com/2013/02/1-4-billion-smartphones-will-be-activated-in-2013/http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html
    • What are Indians doing online? • E-mail (89 percent users) • Downloading music and watching videos (49 percent users) • Instant messaging (61 percent users) • Social networking (67 percent users) • Information search (42 percent users)http://www.convonix.com/blog/social-media-marketing/internet-statistics-of-india-2012/
    • 8 144 billion total email traffic per day worldwidehttp://www.innovation-village.com/2013/01/interesting-statistics-about-internet.html
    • 1.06 billion monthly users and 680 million mobile users noted on December 31, 2012http://www.bubblews.com/news/184850-facebook-users-statistics
    • 181 MillionThe number of blogs on the Internetwith technology, cricket, finance, free deals being the popular topics
    • 500 million+ Tweetsare sent on Twitterevery dayhttp://news.cnet.com/8301-1023_3-57541566-93/report-twitter-hits-half-a-billion-tweets-a-day/http://hide.dyndns.info/tweetcounter/index-en.cgi
    • 4 billion daily video viewshttp://www.reuters.com/article/2012/01/23/us-google-youtube-idUSTRE80M0TS20120123
    • LinkedIn 18 million+ India being the fastest growing locationhttp://www.socialbakers.com/linkedin-statistics/
    • What IsSocial Media?It’s word ofmouth onsteroids
    • What is social media?Social media is media designed to bedisseminated through social interaction, createdusing highly accessible and scalable publishingtechniques. Social media uses Internet and web-based technologies to transform broadcastmedia monologues (one to many) into socialmedia dialogues (many to many) - Wikipedia The true democratization of content
    • Components of social mediaSocial Networking Bookmarking / Tagging LinkedIn / Facebook  Helps people read or access / Myspace / Orkut more popular material  Helps web rankingPublishing Sharing Blogging / Wikis, /  YouTube Micro Blogging  Flickr (Twitter) / Squidoo / Wikipedia  TechRepublic.net & Bnet.com  Slideshare.net / scribd.com  Podcast.netSocial media monitoring Brand / Products Competitors/ Products Category Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
    • Facebook fan pages let businesses interact with stakeholders (Customers, Prospects, and Potential Employees)
    • Twitter is like aText Message with a BCC: To The World
    • Organizations use Twitter to converse with prospects, provide customer service and drive website traffic
    • Social Media Can Rev upLead Generation, Branding, and Engagement
    • STRATEGYFRAMEWORK
    • Social media methodology The Ethinos ADAPT model: • Identify the audience demographics, personality and their digital presence Audience • List the objectives, listen to the target audience and encourage interactions Direction • Devise a strategy in line with the objectives, determine it’s scope and see if Approach the strategy requires partnership with a firm or knowledge enterprise • Identify the internet platforms where you can implement your strategy Platforms • Identify the tools for publishing, monitoring, engaging, cross platform Tools management, campaign management and research
    • TraditionalCommunicationDoesn’t this model oftraditional communicationlook familiar?
    • Well, this is how it’s changing!  Create attention  Feedback loop built in  Hello long-tail Buy attention  Lose control of your marketing Communication from one to many Controlled message No immediate feedback
    • Social media is always availableit’s available whenever they want it, need it..
    • Social media helps brands listen…
    • …and respond. But it’s not enough!
    • Because social media is allaboutRELATIONSHIPS!It takes a lot of work tomake it work for you!
    • How to prepare?
    • Social media policy a la IBM• Have had a social software for more than 15 years• Have Social Computing Guidelines – open to employees and the public• Believe in creating Masses of (relevant) Communication and not mass communication that has a one-size-fits-all approach• KISS (Keep it Simple, Silly)• Protect confidential and proprietary information "The idea of getting the right person over the right time at the right opportunity and yield the right result was really important.” - Jeff Schick, VP Social Software
    • #1 Create a culture of sharing
    • #2 Be disciplined. Have systems in place. 32 Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Does customer Do you want Assess the Evaluate the need/deserve more to respond? message purpose info? Yes Unhappy Yes Are the facts No Gently correct the No Response Customer? correct? facts No Yes Can you add No Dedicated Yes Are the facts No value? Complainer? correct? No Yes Is the Explain what is being Respond in Thank the Comedian Yes problem done to correct the kind & share person Want-to-Be? being fixed? issue. No Yes Let post stand and monitor.An elaborate flow-chart that will help you decide how to respond.Adapted from US Air Force Comment Policy
    • Climb the social business hierarchy of needs Courtesy Altimeter GroupThe end objective would be to move to a state where things are predictive – you predict crisisand take steps to diffuse it before it happens; or at the worst are at least prepared for it when it occurs
    • #3 Prioritize disruptions that matterUser Experience Business Model Ecosystem Value• Is it easy for • Does it tap new • Does it change the people to use? revenue streams? flow of value?• Does it enable • Is it done at a • Does it shift power people to connect in lower cost? from one player to new ways? another?
    • 35#4 Prepare for failures No relationships are perfect! Google’s mantra: “Fail fast, fail smart” Set definite timelines for measuring every success and failure and don’t miss out on the lesson and opportunity that failure brings.
    • CASE STUDIES
    • Taking a stance on‘social issues’The Campaign:Oreo’s ‘Pride’ campaign was aimed at taking a stand on gay rights and showing theirsupport to the community. Not only did this make people get up and take notice but alsostrengthened a positive brand image for OreoThe Result:Their post generated 143,000 ‘Likes’, close to 18,000 comments, and was subsequentlyfeatured as a success story in many leading marketing publications
    • Winning the super bowl blackoutThe Campaign:The thought behind this campaign was to advertise the product during the Super Bowlblackout; when the potential visibility is at its peakThe Result:The tweet was retweeted more than 15,000 times in the first 14 hours itself
    • Answering the social phone• ExactTarget *Conference monitored Twitter and found a blogger who was tweeting about the conference• The company decided to surprise him• On arrival he received: – Registered badge – Surprise gift – Hotel reservations – Proposed itinerary for the event• The delighted customer happened to be a prominent blogger who spread the word*US based marketing software vendor
    • Nike wins the Olympic GoldThe Campaign:Nike’s campaign aimed at achieving higher visibility during the Olympics through theuse of a Twitter hashtag.The Result:Over 16,020 tweets associated the word ‘Nike’ with ‘Olympics’ vs. just under 9,300 forAdidas@Nike’s followers grew 11% from the duration between the Olympics’ opening andclosing ceremonies, adding more than 57,000 followers#findgreatness earned over 7,000 more Tweets than Adidas’ #takethestage
    • What does the future look like?• Mobile devices will be the main platform for internet use, especially for social media• Social, local, mobile services will move to the core of social media experiences• Social functionality will be a part of all internet properties, not just social networking platforms• More and more social media activity will take place on non-traditional internet powered devicesArtificial intelligence + social media = Infinite possibilities
    • Recommendations• Focus on programs, not tactics• Shift budget to social media, but measure the impact• Understand audience and business outcomes to make online tools work – Develop a listening practice – Monitor the impact of social media on brand awareness and image• Create social programs with current customers in mind• Set up real metrics• Work to optimize ROI (Return on Investment)• and ROE (Return on Engagement)
    • Thanks! Siddharth Hegde siddharth.hegde@ethinos.com +91 9820 2172 52 Twitter - @siddhegde