Eyebird is the entertainment company who made this viral video for coke and known for viral marketing.
Effectiveness of SOCIAL MEDIA MARKETING…
WHAT IS SOCIAL MEDIASocial + Media.Social Instrument of Communication.Two way Communication often.Social media before, Social mediasites.
Mode of social media Before tech era. Modes are Societies Clubs Communities Reasons for not being so popular?
Why Social media became so important ?? INTERNET MARKETInternet users in India has reached 121 million markMore than 2 billion internet users across the globeUnited States itself shares 23% of the world internet users.Sources : http://www.internetworldstats.com/stats2.htm
% Population Using Internet World Internet Penetration Rates World Internet Penetration Rates North America 78.3 Australia 60.1 Europe 58.3Latin America/ Carribean 37 Middle East 31.7 World Avg 30.2 Asia 23.8 Africa 11.4
MOBILE MARKET Indian mobile market has reached to more than 881 million mark. Many Indian have access to Mobiles, not toilets. World mobile users more than 5.3 billion
TOOLS FOR SOCIAL MEDIA WEBSITE SEARCH ADVT. DISPLAY ADVT. INTERNET SPECIFIC ADDS & VIDEO SPONSORSHIPS ONLINE COMMUNITIES EMAIL WORD OF MOUTH (VIRAL & BUZZ MARKETING) BLOG CREATION
WebsiteCompany must Design Website.It must be attractive and Interesting 7 key design ElementsI. Context v. CommunicationII. ContentIII. Community vi. ConnectionIV. Customization vii. Commerce
Internet specific ads & videosYouTubeMySpace videos &Google videosThese serve as a medium for theadvertisers to upload their ads
MICROSITES limited area on the web managed & paid for by anexternal advertiser company.Individual web pages or cluster of pages.Relevant for companies selling low-interest products.Example present a new hybrid vehicle and supportthe sales presentation with a microsite specific toexplaining hybrid technology.Company can create a microsite on used-car sites thatoffers advice for buyers of used cars.
Online CommunitiesCompanies sponsor online communities whosemember communicate through Posting, Instantmessaging & Chat discussion.Create special interest to company’s Product & Brand.Success of online communities is to create Individual& Group activities.
E-MAILEmail uses only a fraction of the cost of a direct mail.Give the customer a reason to respond.Personalize the content of your e-mails.Offer something the customer can’t get via directmail.Make it easy for customer to “unsubscribe”
MOBILE MARKETINGUse of the mobile medium as a means of marketingcommunication.Mobile marketing is commonly known as wirelessmarketing.Modern technique for marketing.MMS mobile marketing can contain a timed slideshowof images, text, audio and video.
Search Advt.This is a method of placing online advertisements onWeb pages that show results from searchengine queriesRepresents 40% of Online ads
AlliancesWhen one Internet Company works withAnother, they end up advertising each other.Example Aol has created many successful alliances Amazon too has many alliances
FURTHER CLASSIFIACTION *BUZZ MARKETING *VIRAL MARKETING
BUZZ MARETINGBuzz marketing generates excitement , creates publicity and conveys new relevant brand related information through unexpected and any outrageous means.
Viral MarketingAny strategy that encourages individualto pass on marketing message to others.It creates potential for exponentialgrowth in message exposure andinfluenceMay take place in form ofvideo, picture, flash games, textmessages ,emails etc.
Some examples for buzz marketingA classic example of HOTMAIL 1996(founded)Impact: Accumulated 12 million users by 1998“Get your free email at Hotmail”
Campaign of movie: Blair witch project(1999)Buzzed about: 3 filmmaker went to shoot adocumentary ,they never come back and 1 yearlater their camera was found.Impact: Gross sales $250 million.
United colors of Benetton (controversial postures)Adds were created that contain striking and provocativeimages unrelated to any actual product being sold by thecompany.Impact: 800 complaints to British advertising standardauthority,Also was registered in Guinness book as “Mostcontroversial add campaign ”
Diet coke + Mentos exampleIt was proven that coke explodes while mixingwith Mentos candy.Impact: more than 10 million YouTube views 5-10% increase in Coke sale, 20% in Mentos
Two edge sword Pepsi Refresh Project was an online socialmedia initiative in which Pepsi gave out 20million dollars was a failure as sales drop.Loss of over 350 million.
Continued… Residential evil: outbreak game campaign failure. “Outbreak: Im infecting you with t-virus, my code is ******. Forward this to 60022 to get your own code and chance to win prizes. More at t-virus.co.uk” Advani political campaign failure, excessive emphasizing on advertising than on communication of message. Impact: BJP lost
Presented By Ankit Goel. Ashutosh Kr. Singh. Mohit Gandhi. Rupesh Mishra. Ujjwal Kumar.