BE SOCIAL, THE INDIAN WAY
2011 – The Year That Was
33,748,542 views on YouTube in 56 days
Single of the year on BBC radio. TV road-blocked a whole Saturday for the 1 st  Tamil song to be premiered on it.
Facebook profile pic of the year – Please welcome… Anna Hazare!
364K likes on FB 200K+ followers on Twitter by Aug 27 th  itself
A seemingly innocuous friendship campaign recovered the 31% drop Airtel had experienced in Q4 of 2010
And went on to even run businesses selling HFZ merchandise!
Airtel spent 300 Crores in its re-branding campaign in November 2010
AND GOT NOTHING!!
WE LIVE IN A FICKLE SOCIETY !!!
HOW TO WIN FRIENDS AND INFLUENCE PEOPLE +1 RT @DaleCarnegie, 1930
Become genuinely interested in others +1 RT @DaleCarnegie, 1930
Smile +1 RT @DaleCarnegie, 1930
+1 RT @DaleCarnegie, 1930 Remember that a person ' s name is,  to that person, the sweetest and most important sound in an...
Be a good listener. Encourage others to talk +1 RT @DaleCarnegie, 1930
Talk in terms of the other person ' s interest +1 RT @DaleCarnegie, 1930
Sincerely make the other person  feel important “ Social media are primarily Internet-based tools for sharing and discussi...
Communication hasn ' t changed
But how we consume media certainly has!
WHAT ' S CAUSING THESE Ch-Ch-Ch..CHANGES ?
<ul><li>Technology </li></ul><ul><li>Internet </li></ul><ul><li>Social Media  </li></ul>
40 years ago, we consumed TV, Radio, Newspapers, Magazines, Records & Billboards
20 years ago, we got some new media toys: VCR, Walkman, PC, Video Games, & Satellite TV
Today, our media is ubiquitous: internet, mobile (web enabled) phones, blogs, &  text messaging
We ' re having a…
Origin of conversations
Origin of conversations <ul><li>Social Networks </li></ul>
Origin of conversations <ul><li>Content sites </li></ul>
Origin of conversations <ul><li>Blogs & Discussion Forums </li></ul>
Origin of conversations <ul><li>Reviews & Complaint sites </li></ul>
Origin of conversations <ul><li>Micro-Blogging sites </li></ul>
What is social media?
“ PR / Events / Communications”
“ Enable Others to Advocate for Your Business” - WOM
“ Visit Cocktail Parties and Network”
“ Build Links with prospects & suspects”
“ Print Media – Article / Classifieds / Ads”
“ Reach Your Customers where they are”
All these have a social communication mechanism today!
What is Social Media?
“ Social media are media for social interaction, as a superset beyond social communication. Enabled by ubiquitously access...
How to Win Customers Online
KEEP THEM ENGAGED WITH REGULAR CONVERSATION
USE HUMOUR TO SPREAD THE MESSAGE EFFECTIVELY
PLEASE THE SEARCH ENGINES WITH ORIGINAL CONTENT  
FREEBIES & GIFT HAMPERS PROVIDE REASON TO CONNECT
Sending them newsletters is ok… just not too often
Ask for reviews… and display them
Get personal… come on, we ' re HUMAN!
Save session! Make it easy to pick up where you left off
Get The Basics Right..
INDIAN NUANCES IN SOCIAL MEDIA
FRIENDS REFERRAL IS MOST IMPORTANT
ENGAGEMENT, NOT “SOCIAL DESPERATION”
DEEP EMOTIONAL CONNECT
DEEP EMOTIONAL CONNECT
COPYRIGHT – CREDIT WHERE ITS DUE!
CONFIDENTIAL & PROPRIETY INFORMATION
AUTHENTICITY & TRANSPARENCY OR
GreenLeap Delhi Brief:  Evangelize citizens for Govt of Delhi  ' Plant a Million Tree '  campaign Insight:  Social media c...
EMPLOYEE SOCIAL MEDIA POLICY
INDIA IS  CRICKET
CAMPAIGNS Yatra Cricket Manager Brief:  Associate Yatra.com with cricket Insight:  What do cricketers do most other than p...
INDIA IS BOLLYWOOD
CAMPAIGN Lufthansa Celebrations Brief:  NRI promotion for Lufthansa Insight:  India abroad equals Bollywood [Not Cricket, ...
AWARE OF NRI  AND INDIANS ABROAD
CAMPAIGN Lufthansa Salaam Bollywood Brief:  NRI promotion for Lufthansa Insight:  India abroad equals Bollywood [Not Crick...
DON ' T PANDER TO FREEBIE HUNTERS Contest Goodies Awards
SOCIAL IS MORE THAN CONTEST – TRUE ENGAGEMENT
CAMPAIGN Create your Bond Girl Brief:  Promote Bond festival on HBO Insight:  Bond is popular, but even more popular in In...
Beware of Trolls Looking  to Destroy Brands
SITUATIONS TO AVOID.  
BE COGNIZANT OF BRAND TONALITY Good evening Hello Yo pal Namaste Hey dude…
ENSURE BRAND IS OK WITH OTHERS VIEWS
KNOW BEFORE YOU RESPOND Sale Customer Support Legal Finance HR Tech Support
RACIAL IS OK, RELIGIOUS IS NOT
NEVER BE IRREVERENT, POLITICS & RELIGION
ENGLISH, HINDI OR HINGLISH?
INDIA IS LARGE – WEATHER, SLANG, LANGUAGE...
ALLOW PERSONALIZATION OF  “REFER A FRIEND” FIELDS
TIMING OF THE POST
TIMING OF THE POST
FOR ORM, SHOW FB POSTS BY ADMIN ONLY
Thank You! Ready to Be Social the Indian way?  We ' d LOVE to walk you along the way! Website:   http://omlogic.com Facebo...
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Introduction to Social Media

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Be Social, The Indian Way!

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Transcript of "Introduction to Social Media"

  1. 1. BE SOCIAL, THE INDIAN WAY
  2. 2. 2011 – The Year That Was
  3. 3. 33,748,542 views on YouTube in 56 days
  4. 4. Single of the year on BBC radio. TV road-blocked a whole Saturday for the 1 st Tamil song to be premiered on it.
  5. 5. Facebook profile pic of the year – Please welcome… Anna Hazare!
  6. 6. 364K likes on FB 200K+ followers on Twitter by Aug 27 th itself
  7. 7. A seemingly innocuous friendship campaign recovered the 31% drop Airtel had experienced in Q4 of 2010
  8. 8. And went on to even run businesses selling HFZ merchandise!
  9. 9. Airtel spent 300 Crores in its re-branding campaign in November 2010
  10. 10. AND GOT NOTHING!!
  11. 11. WE LIVE IN A FICKLE SOCIETY !!!
  12. 12. HOW TO WIN FRIENDS AND INFLUENCE PEOPLE +1 RT @DaleCarnegie, 1930
  13. 13. Become genuinely interested in others +1 RT @DaleCarnegie, 1930
  14. 14. Smile +1 RT @DaleCarnegie, 1930
  15. 15. +1 RT @DaleCarnegie, 1930 Remember that a person ' s name is, to that person, the sweetest and most important sound in any language
  16. 16. Be a good listener. Encourage others to talk +1 RT @DaleCarnegie, 1930
  17. 17. Talk in terms of the other person ' s interest +1 RT @DaleCarnegie, 1930
  18. 18. Sincerely make the other person feel important “ Social media are primarily Internet-based tools for sharing and discussing information among human beings.” - Wikipedia  +1 RT @DaleCarnegie, 1930
  19. 19. Communication hasn ' t changed
  20. 20. But how we consume media certainly has!
  21. 21. WHAT ' S CAUSING THESE Ch-Ch-Ch..CHANGES ?
  22. 22. <ul><li>Technology </li></ul><ul><li>Internet </li></ul><ul><li>Social Media </li></ul>
  23. 23. 40 years ago, we consumed TV, Radio, Newspapers, Magazines, Records & Billboards
  24. 24. 20 years ago, we got some new media toys: VCR, Walkman, PC, Video Games, & Satellite TV
  25. 25. Today, our media is ubiquitous: internet, mobile (web enabled) phones, blogs, & text messaging
  26. 26. We ' re having a…
  27. 27. Origin of conversations
  28. 28. Origin of conversations <ul><li>Social Networks </li></ul>
  29. 29. Origin of conversations <ul><li>Content sites </li></ul>
  30. 30. Origin of conversations <ul><li>Blogs & Discussion Forums </li></ul>
  31. 31. Origin of conversations <ul><li>Reviews & Complaint sites </li></ul>
  32. 32. Origin of conversations <ul><li>Micro-Blogging sites </li></ul>
  33. 33. What is social media?
  34. 34. “ PR / Events / Communications”
  35. 35. “ Enable Others to Advocate for Your Business” - WOM
  36. 36. “ Visit Cocktail Parties and Network”
  37. 37. “ Build Links with prospects & suspects”
  38. 38. “ Print Media – Article / Classifieds / Ads”
  39. 39. “ Reach Your Customers where they are”
  40. 40. All these have a social communication mechanism today!
  41. 41. What is Social Media?
  42. 42. “ Social media are media for social interaction, as a superset beyond social communication. Enabled by ubiquitously accessible and scalable communication techniques, social media substantially change the way of communication between organizations, communities, as well as individuals.” - By Wiki According to OMLogic- “ Social media is evangelizing your customer by being a good listener and curating conversations towards the brand. Basically, being a good husband!! ”
  43. 43. How to Win Customers Online
  44. 44. KEEP THEM ENGAGED WITH REGULAR CONVERSATION
  45. 45. USE HUMOUR TO SPREAD THE MESSAGE EFFECTIVELY
  46. 46. PLEASE THE SEARCH ENGINES WITH ORIGINAL CONTENT 
  47. 47. FREEBIES & GIFT HAMPERS PROVIDE REASON TO CONNECT
  48. 48. Sending them newsletters is ok… just not too often
  49. 49. Ask for reviews… and display them
  50. 50. Get personal… come on, we ' re HUMAN!
  51. 51. Save session! Make it easy to pick up where you left off
  52. 52. Get The Basics Right..
  53. 53. INDIAN NUANCES IN SOCIAL MEDIA
  54. 54. FRIENDS REFERRAL IS MOST IMPORTANT
  55. 55. ENGAGEMENT, NOT “SOCIAL DESPERATION”
  56. 56. DEEP EMOTIONAL CONNECT
  57. 57. DEEP EMOTIONAL CONNECT
  58. 58. COPYRIGHT – CREDIT WHERE ITS DUE!
  59. 59. CONFIDENTIAL & PROPRIETY INFORMATION
  60. 60. AUTHENTICITY & TRANSPARENCY OR
  61. 61. GreenLeap Delhi Brief: Evangelize citizens for Govt of Delhi ' Plant a Million Tree ' campaign Insight: Social media can provide 2-way communication. Must-have for citizen evangelism Solution: A Facebook, Twitter & blog campaign on social Result: 1M trees target achieved in 3 weeks. 20K+ FB Fans in 1 month. CAMPAIGN
  62. 62. EMPLOYEE SOCIAL MEDIA POLICY
  63. 63. INDIA IS CRICKET
  64. 64. CAMPAIGNS Yatra Cricket Manager Brief: Associate Yatra.com with cricket Insight: What do cricketers do most other than play? THEY TRAVEL Solution: An online strategy game to manage the travel of Team India XI during the world cup. Interesting hurdles every day to optimize morale & fitness of the team. Simulated Yatra.com booking engine interface for the campaign. Result: Excellent association of cricket with brand Yatra.
  65. 65. INDIA IS BOLLYWOOD
  66. 66. CAMPAIGN Lufthansa Celebrations Brief: NRI promotion for Lufthansa Insight: India abroad equals Bollywood [Not Cricket, politics, etc] Solution: A microsite driven campaign to promote Diwali and an activation campaign for NRI community Result: Great association of Lufthansa with hitherto ignored NRI community
  67. 67. AWARE OF NRI AND INDIANS ABROAD
  68. 68. CAMPAIGN Lufthansa Salaam Bollywood Brief: NRI promotion for Lufthansa Insight: India abroad equals Bollywood [Not Cricket, politics, etc] Solution: A microsite driven campaign promoting various scenic destinations in India via Bollywood. Result: Great association of Lufthansa with hitherto ignored NRI community
  69. 69. DON ' T PANDER TO FREEBIE HUNTERS Contest Goodies Awards
  70. 70. SOCIAL IS MORE THAN CONTEST – TRUE ENGAGEMENT
  71. 71. CAMPAIGN Create your Bond Girl Brief: Promote Bond festival on HBO Insight: Bond is popular, but even more popular in India, is the Bond Girl. Solution: A 360 degree online solution including a Microsite, Facebook Apps, TV promotion and contests for promotion. Result: 75K+ Fan increase in month, 2-X engagement, huge traffic driven to microsite
  72. 72. Beware of Trolls Looking to Destroy Brands
  73. 73. SITUATIONS TO AVOID. 
  74. 74. BE COGNIZANT OF BRAND TONALITY Good evening Hello Yo pal Namaste Hey dude…
  75. 75. ENSURE BRAND IS OK WITH OTHERS VIEWS
  76. 76. KNOW BEFORE YOU RESPOND Sale Customer Support Legal Finance HR Tech Support
  77. 77. RACIAL IS OK, RELIGIOUS IS NOT
  78. 78. NEVER BE IRREVERENT, POLITICS & RELIGION
  79. 79. ENGLISH, HINDI OR HINGLISH?
  80. 80. INDIA IS LARGE – WEATHER, SLANG, LANGUAGE...
  81. 81. ALLOW PERSONALIZATION OF “REFER A FRIEND” FIELDS
  82. 82. TIMING OF THE POST
  83. 83. TIMING OF THE POST
  84. 84. FOR ORM, SHOW FB POSTS BY ADMIN ONLY
  85. 85. Thank You! Ready to Be Social the Indian way? We ' d LOVE to walk you along the way! Website: http://omlogic.com Facebook: https://www.facebook.com/OMLogic Twitter: https://twitter.com/#!/OMLogic Email: [email_address]
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