Use of social media in marketing

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The presentation describes what is social media, its types and uses in Marketing. It also lists some social media tracking tools.

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Use of social media in marketing

  1. 1. Use of Social Media in Marketing Shiv S Tripathi Asst. Professor, Marketing & Strategy Calcutta Business School 1
  2. 2. What is Social Media? Social Media refers to the means of interaction among people in which they create, share and exchange information and ideas in virtual communities and networks. 2
  3. 3. Types of Social Media? • Broad-based social media for general discussions using all types of content, with no specific purpose • Vertical Social Media having a specific purpose of existence or relationships 3
  4. 4. Why Social Media? • To be really open with customers. • To have an honest, candid feedback about their products and services. • To reach out to customers through their web communities. • Listen to the customer. • Ready to face criticism. 4
  5. 5. Use of Social Media • Market Intelligence • Identify Opportunities • Build thought leadership through blogging • Market Research • Support Customers • Crisis Management • Solicit Feedback Source: Adapted from ‘Social Marketing to the Business Customer’ by Gillin & Schwartzman, John Wiley & Sons, 2011. • Competitors • Customers • Channel Partners • Regulatory Agencies • Legislators • Influential authors, Journalists, Bloggers • Topics relevant to your product or market 5
  6. 6. Use of Social Media Sources to be tracked • Blogs • Twitter & other microblogs • Video and audio • Photo-sharing sites • Broad-based social networks like Facebook • Vertical social networks like Linkedin • Wikipedia • Discussion Forums • Market Intelligence • Identify Opportunities • Build thought leadership through blogging • Market Research • Support Customers • Crisis Management • Solicit Feedback 6
  7. 7. Use of Social Media • Customer needs • Ideas • Jobs / skills • Market Intelligence • Identify Opportunities • Build thought leadership through blogging • Market Research • Support Customers • Crisis Management • Solicit Feedback 7
  8. 8. Use of Social Media • Concept Testing • Building support for a new idea • Campaigns • Market Intelligence • Identify Opportunities • Build thought leadership through blogging • Market Research • Support Customers • Crisis Management • Solicit Feedback 8
  9. 9. Use of Social Media • Focus Groups • Influential Leaders • Market Intelligence • Identify Opportunities • Build thought leadership through blogging • Market Research • Support Customers • Crisis Management • Solicit Feedback 9
  10. 10. Use of Social Media • Try out the social media support • Turn a complaint into a PR opportunity • Market Intelligence • Identify Opportunities • Build thought leadership through blogging • Market Research • Support Customers • Solicit Feedback 10
  11. 11. Use of Social Media • Through Linkedin • Feedback Forums • Surveymonkey.com • Freeonlinesurveys.com • Market Intelligence • Identify Opportunities • Build thought leadership through blogging • Market Research • Support Customers • Solicit Feedback 11
  12. 12. Tracking tools • My Yahoo • iGoogle • RSS Feeds • Sites like Klout.com • Dedicated companies like Radian6, Collective Intellect, Sysomos Heartbeat, Attensity 360, Alterian SM2, Crimson Hexagon, Spiral 16, Webtrends, Spredfast, NM Incite etc. • Bit.ly 12
  13. 13. Case: Hokey Pokey Ice-cream Source: Kumar and Mirchandani, MIT Sloan Management Review, Fall 2012, p55. 13
  14. 14. Thank you. 14

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