Regression analysis: Simple Linear Regression Multiple Linear Regression
Use of social media in marketing
1. Use of Social Media in Marketing
Shiv S Tripathi
Asst. Professor, Marketing & Strategy
Calcutta Business School 1
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.
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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
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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.
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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
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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
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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
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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
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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
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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
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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
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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
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13. Case: Hokey Pokey Ice-cream
Source: Kumar and Mirchandani, MIT Sloan Management Review, Fall 2012, p55. 13