<ul><li>Social Media – Conversation between real people made more efficient by the world wide web. </li></ul><ul><li>It signifies a fundamental shift in the way we communicate </li></ul><ul><li>The new model is a dialogue not a monologue…it’s a two way process </li></ul>IC – Internal Customers EC- External Customers IC EC Conversations
Social Media in India Current Scenario SEO companies turning to social media Process Oriented Technology Focused Large AD-agencies trying to add social media to their services portfolio Amateur Freelancers running boutique shops
SOCIAL MEDIA MARKETING MESSAGE + MEDIUM Content is the king in SMM. Ensure content is being posted by people who understand the product inside out.
Challenges faced by Social Media Marketers Social Media Message Medium Campaign <ul><li>Very few Companies actually understand Social Media and its implications from an Indian Context </li></ul><ul><li>Most brands either choose to stay away from social media or quit after experimenting for 3-6 months </li></ul><ul><li>Measurability in the online space has been clearly over-sold </li></ul><ul><li>Moreover, most companies don’t have a clear cut strategy in terms of : </li></ul><ul><ul><li>Objectives: What channels, message, campaign and why </li></ul></ul><ul><ul><li>Overall expected ROI and measurable criterions </li></ul></ul>
<ul><ul><li>Brand USP & key features should be clearly highlighted. Effective communication is a must-have. </li></ul></ul><ul><ul><li>Relevant, Interesting & Simple </li></ul></ul><ul><ul><ul><ul><li>Answers on polls, websites, communities </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Debate in discussions, forums around fashion, trends, upcoming events, Bollywood, cricket, etc </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Unique information, breaking news </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Video vs. Photo vs. Text </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Run contests, polls, quizzes </li></ul></ul></ul></ul><ul><ul><li>Give & Take – Participate as a Peer! </li></ul></ul>USE CONTENT THAT CAUSES ENGAGEMENT [MESSAGE]
Blogging Viral Marketing IDENTIFY APPROPRIATE CHANNELS FOR PROMOTION (MEDIUM) Building presence is half the battle, the key to success is managing it on a constant basis <ul><ul><li>Video sites: Vimeo, Youtube, etc. </li></ul></ul><ul><ul><li>Photo sites: Flickr photobucket, etc. </li></ul></ul><ul><ul><li>Presentation sites: Slideshare, Authorstream, etc </li></ul></ul><ul><ul><li>Article sites: Scribd, DocX, Ezine </li></ul></ul><ul><ul><li>Text information sites: Wikipedia </li></ul></ul><ul><ul><li>Social bookmarking: Digg, Stumbleupon, etc </li></ul></ul><ul><ul><li>Comment on relevant blogs </li></ul></ul><ul><ul><li>Participate in relevant forums </li></ul></ul><ul><ul><li>Generate queries using Q&A channels </li></ul></ul><ul><ul><li>Respond to relevant queries for leads </li></ul></ul><ul><ul><li>Engage users </li></ul></ul>Personality based Social Media Content based Social Media Blogs/ forums Participation <ul><ul><li>Develop blogs to showcase products </li></ul></ul><ul><ul><li>Run campaigns for customers in different verticals & engage them. </li></ul></ul><ul><ul><li>Develop bloggers network by connecting with relevant bloggers </li></ul></ul>
Community Growth and Development Overall Social Media Objectives Brand Promotion Build Social Media as a “Differentiator” Online Reputation Management Represent & showcase Innovation User Engagement
Case Studies in Social Media Marketing UPES Kaysons Education HBO India kleeto
HBO INDIA The company wanted to engage with users and create a platform to connect with Indian audiences better. A well-defined social media marketing plan helped HBO to understand conversations about the brand. The primary focus of the social media campaign was Facebook and Twitter but after enough engagement was built, the focus has now shifted to YouTube and MySpace.
KAYSONS EDUCATION The company’s core offering ‘video tutorials for IIT-JEE preparation’ were offered purely through the online mode and the company deliberately refrained from a retail foray to keep the cost of operations low. The prime focus of social media campaign was lead generation. The biggest challenge for this start-up education portal was to create trust in the minds of users regarding online payments and the effectiveness of online tutorials. To overcome these barriers, an extensive social search optimization campaign was launched and participation across educational forums directed users to Kaysons Education. Facebook interface was used primarily for the purposes of lead generation.
UPES University of Petroleum and Energy Studies With a stated focus to increase enrolments and reposition itself in the minds of its target audience, UPES went in for a sustained social media campaign to increase its engagement with users and highlight its unique offerings. Prime objective of the campaign was branding and lead generation by participation in educational forums. The focus was expanding reach to audiences interested in various programs offered by UPES. In the short term, the main focus of the social media campaign was ORM and expanding reach. After consistent efforts in the social media universe, a very engaging Facebook community emerged rather effortlessly and is now counted amongst the largest university communities in India offering tremendous support in enrollments.
KLEETO kleeto, a paper management service created a brand new category in the document management space by offering safe custody of all ‘life-saving’ documents along with online access, retrieval and ‘home-delivery’ of such documents. The objective of the social media campaign was to create a brand presence for a completely unknown entity and at the same time educate users about the new service that would surely make life easier for customers. Lead generation by leveraging social media forums was a parallel objective of the campaign. Engagement with target audiences was built through Facebook & Twitter with over 3700+ fans enrolling in the Facebook Community alone. The critical mass of fans accumulated gave company the confidence to carry out corporate road shows to promote its service at a pan-India level.
<ul><li>The most common mistake which companies make is that they begin to search for tools for measuring social media metrics without obtaining a clear idea of the objectives to be measured. </li></ul><ul><li>Companies should be very clear about the kind of outcomes they expect from a social media campaign before committing resources to a campaign. </li></ul><ul><li>A brand should come in a ‘steady state’ before its popularity is subjected to any kind of metrics. </li></ul>LESSONS FOR INDIAN COMPANIES
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