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Social Media DynamicsPOWER OF INFLUENCERS     September 2011      Nov 2011          © © 2010 UPES                         ...
What’s Happening       September 2011        Nov 2011                     © © 2010 UPES                                   ...
The types of social media23       September 2011          Sep 2011                                        © © 2010 UPES   ...
Personality-based social media marketing      Consumer companies       create character       profiles, but may not be   ...
Fantasy-based social media marketing      Virtual worlds, inhabited       by avatars, allow fantasy       lives that mark...
Why Do We Use Social Media?   Marketing/Branding     ►   Be where the action is     ►   Be part of the discussion     ►  ...
September 2011         Nov 2011               © © 2010 UPES                                  2011 UPESOutbound Marketing  ...
Inbound Marketing         Blog               SEO                  Social                                                 M...
Standard classifications of discussion      Acknowledging receipt of        Giving a heads-up       information         ...
Marketers have to give up control           We don’t control the message           The message is changed, rebutted, par...
How do you coordinate across your company       Evangelism, training, and policies                               Employee ...
Do it wrong quickly and then fix it         Instead of killing ourselves to plan          exactly the right thing that we...
September 2011        Sep 2011         © © 2010 UPES                           2011 UPESReal business examples       Septe...
September 2011 Nov 2011        © © 2010 UPES                   2011 UPESSeptember 2011 Nov 2011        © © 2010 UPES      ...
September 2011 Sep 2011        © © 2010 UPES                   2011 UPESSeptember 2011 Sep 2011        © © 2010 UPES      ...
25% of SEO = On Page• Description• Keywords• Alt text on images        September 2011         Nov 2011        © © 2010 UPE...
75% of SEO = Off Page•    Recommendations from friends          1. “I know Ashish Bharadwaj”            2.      “Sowmya Iy...
Unfortunately…  Most companies are still treating social media as another marketing   channel          September 2011    ...
September 2011 Nov 2011        © © 2010 UPES                   2011 UPESSeptember 2011 Nov 2011        © © 2010 UPES      ...
September 2011 Nov 2011        © © 2010 UPES                   2011 UPESSeptember 2011 Nov 2011        © © 2010 UPES      ...
September 2011 Nov 2011        © © 2010 UPES                   2011 UPESSeptember 2011 Nov 2011        © © 2010 UPES      ...
September 2011 Nov 2011        © © 2010 UPES                   2011 UPESSeptember 2011 Nov 2011        © © 2010 UPES      ...
September 2011 Nov 2011        © © 2010 UPES                   2011 UPESSeptember 2011 Nov 2011        © © 2010 UPES      ...
September 2011 Nov 2011        © © 2010 UPES                   2011 UPESSeptember 2011 Nov 2011        © © 2010 UPES      ...
September 2011 Nov 2011        © © 2010 UPES                   2011 UPESSeptember 2011 Nov 2011        © © 2010 UPES      ...
September 2011 Nov 2011        © © 2010 UPES                   2011 UPESSeptember 2011 Nov 2011        © © 2010 UPES      ...
Basic RulesSeptember 2011 Nov 2011                      © © 2010 UPES                                 2011 UPESSeptember 2...
September 2011 Nov 2011        © © 2010 UPES                   2011 UPESSeptember 2011 Nov 2011        © © 2010 UPES      ...
Social Media MarketingHow to Create Successful Profiles & Content Use your websites name or a single persons name from th...
Social Media & Community Sites to TargetDel.icio.us                                            Every blog, article or rel...
Social Media & Community Sites to TargetReddit                                             Submit interesting news,      ...
Social Media & Community Sites to TargetStumbleUpon (Toolbar)                                            Install the tool...
Social Media & Community Sites to TargetMySpace                                            Create a user profile and     ...
Social Media & Community Sites to Target Google +                                             Create content under your  ...
September 2011 Nov 2011        © © 2010 UPES                   2011 UPES                                 35
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Social Media Dynamics - Power of Influencers

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Presentation made at SMM MDP on 28-29th November 2011.

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Transcript of "Social Media Dynamics - Power of Influencers"

  1. 1. Social Media DynamicsPOWER OF INFLUENCERS September 2011 Nov 2011 © © 2010 UPES 2011 UPES September 2011 Nov 2011 © © 2010 UPES 2011 UPES 1
  2. 2. What’s Happening September 2011 Nov 2011 © © 2010 UPES 2011 UPES In this new media landscape, we are all audience, journalist, editor and source – all at once! September 2011 Nov 2011 © © 2010 UPES 2011 UPES 2
  3. 3. The types of social media23 September 2011 Sep 2011 © © 2010 UPES 2011 UPESContent-based social media marketing Content sites  Focuses on the content to be posted and passed around: blogs, videos, photos, news stories, podcasts  Or bookmarks to the content  Feeds viral marketing Bookmarking sites24 September 2011 Nov 2011 © © 2010 UPES 2011 UPES 3
  4. 4. Personality-based social media marketing  Consumer companies create character profiles, but may not be the best marketing for IT companies  IT consultants create professional profiles25 September 2011 Nov 2011 © © 2010 UPES 2011 UPESInterest-based social media marketing  Communities form around topics of interest, such as message boards and specialty search engines  IT marketers must get into these conversations  Maybe social bookmarking sites fit into this category, too26 September 2011 Nov 2011 © © 2010 UPES 2011 UPES 4
  5. 5. Fantasy-based social media marketing  Virtual worlds, inhabited by avatars, allow fantasy lives that marketers wish to be part of—Apple, IBM, and other companies already play  Kids have their worlds too27 September 2011 Nov 2011 © © 2010 UPES 2011 UPESSocial media marketing can be planned  Choose interesting topics for your stories—just like good old public relations  Use good titles and descriptions—just like <title> search marketing  Make it easy to bookmark, (that’s not silly)28 September 2011 Nov 2011 © © 2010 UPES 2011 UPES 5
  6. 6. Why Do We Use Social Media?  Marketing/Branding ► Be where the action is ► Be part of the discussion ► “bond with the brand” ► Create more loyalty, respect ► Admissions  Public Relations/Reputation Management ► Supreme efficiency ► Monitoring of discussions, anticipate issues ► Humanize stories ► Emergency communications  Alumni Relations ► Continue ties with alumni September 2011 Sep 2011 © © 2010 UPES 2011 UPESFacebook commands consumer time and attention September 2011 Nov 2011 © © 2010 UPES 2011 UPES 6
  7. 7. September 2011 Nov 2011 © © 2010 UPES 2011 UPESOutbound Marketing 800-555-1234 Annoying Salesperson September 2011 Sep 2011 © © 2010 UPES 2011 UPES 7
  8. 8. Inbound Marketing Blog SEO Social Media September 2011 Sep 2011 © © 2010 UPES 2011 UPESRethinking Marketing Outbound Marketing Inbound Marketing  Telemarketing  SEO / SEM  Trade shows  Blogging  Direct mail  Social Media  Email blasts  RSS  Print ads  Free tools / trials  TV/radio ads  PR / Buzz Interruption Permission September 2011 Nov 2011 © © 2010 UPES 2011 UPES 8
  9. 9. Standard classifications of discussion  Acknowledging receipt of  Giving a heads-up information  Responding to criticism  Advertising something  Giving a shout-out  Answering a question  Making a joke  Asking a question  Making a suggestion  Augmenting a previous post  Making an observation  Calling for action  Offering a greeting  Disclosing personal  Offering an opinion information  Putting out a wanted ad  Distributing media  Rallying support  Expressing agreement  Recruiting people  Expressing criticism  Showing dismay  Expressing support  Soliciting comments  Expressing surprise  Soliciting help  Starting a poll September 2011 Nov 2011 © © 2010 UPES 2011 UPES Why is This So Tough? © 2005 IBM Corporation36 September 2011 Sep 2011 © © 2010 UPES 2011 UPES 9
  10. 10. Marketers have to give up control  We don’t control the message  The message is changed, rebutted, parodied, and misconstrued by our audience  Even if our audience is small, they are key voices to us  We must modify what we say in response  Every day37 September 2011 Nov 2011 © © 2010 UPES 2011 UPESSocial media marketing can be a big challenge  Companies must coordinate these techniques  But they usually can’t centralize them Every Web page must be There can’t be any blogging written for link baiting department Any employee can troll a Every employee can message board represent your company38 September 2011 Nov 2011 © © 2010 UPES 2011 UPES 10
  11. 11. How do you coordinate across your company Evangelism, training, and policies Employee Blogging Policy  Blogs may not contain any company confidential information.  All bloggers must be approved by their managers before publishing their first entry.  Blogs may not contain any advertising.39 September 2011 Nov 2011 © © 2010 UPES 2011 UPESThe Three Rs of Marketing 2.0  Real No more of the old marketing hype. Tell the truth. Admit your mistakes.  Relevant You can’t interrupt people anymore. You must have what they want.  Responsive Marketing is no longer a monologue. You must answer your customers.40 September 2011 Nov 2011 © © 2010 UPES 2011 UPES 11
  12. 12. Do it wrong quickly and then fix it  Instead of killing ourselves to plan exactly the right thing that we can execute in every country for the next two years…  …Do it wrong quickly, and then fix it  Let the market tell you what works and what doesn’t  And then quickly do it better Listen, learn, and adjust41 September 2011 Nov 2011 © © 2010 UPES 2011 UPESBasic tips for using social media  Don’t duplicate your Web site, brochure, newsletter  Start with your friends  Embrace your audience  Keep it personal, real & authentic ► Encourage individuals, not departments, to maintain institution blogs ► To drive engagement, encourage personal opinions and anecdotes  Use often  Build maintenance time into your schedule  Encourage participation September 2011 Sep 2011 © © 2010 UPES 2011 UPES 12
  13. 13. September 2011 Sep 2011 © © 2010 UPES 2011 UPESReal business examples September 2011 Nov 2011 © © 2010 UPES 2011 UPES 13
  14. 14. September 2011 Nov 2011 © © 2010 UPES 2011 UPESSeptember 2011 Nov 2011 © © 2010 UPES 2011 UPES 14
  15. 15. September 2011 Sep 2011 © © 2010 UPES 2011 UPESSeptember 2011 Sep 2011 © © 2010 UPES 2011 UPES 15
  16. 16. 25% of SEO = On Page• Description• Keywords• Alt text on images September 2011 Nov 2011 © © 2010 UPES 2011 UPES25% of SEO = On Page• Page Title• URL• H1,H2,H3 tags• Page Text • Bold September 2011 Nov 2011 © © 2010 UPES 2011 UPES 16
  17. 17. 75% of SEO = Off Page• Recommendations from friends 1. “I know Ashish Bharadwaj” 2. “Sowmya Iyer is a marketing expert” 3. You trust the person saying this• Links are online recommendations 1. A link: analytics.google.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website September 2011 Nov 2011 © © 2010 UPES 2011 UPES September 2011 Nov 2011 © © 2010 UPES 2011 UPES 17
  18. 18. Unfortunately…  Most companies are still treating social media as another marketing channel September 2011 Nov 2011 © © 2010 UPES 2011 UPES  When in fact its so much more… September 2011 Nov 2011 © © 2010 UPES 2011 UPES 18
  19. 19. September 2011 Nov 2011 © © 2010 UPES 2011 UPESSeptember 2011 Nov 2011 © © 2010 UPES 2011 UPES 19
  20. 20. September 2011 Nov 2011 © © 2010 UPES 2011 UPESSeptember 2011 Nov 2011 © © 2010 UPES 2011 UPES 20
  21. 21. September 2011 Nov 2011 © © 2010 UPES 2011 UPESSeptember 2011 Nov 2011 © © 2010 UPES 2011 UPES 21
  22. 22. September 2011 Nov 2011 © © 2010 UPES 2011 UPESSeptember 2011 Nov 2011 © © 2010 UPES 2011 UPES 22
  23. 23. September 2011 Nov 2011 © © 2010 UPES 2011 UPESSeptember 2011 Nov 2011 © © 2010 UPES 2011 UPES 23
  24. 24. September 2011 Nov 2011 © © 2010 UPES 2011 UPESSeptember 2011 Nov 2011 © © 2010 UPES 2011 UPES 24
  25. 25. September 2011 Nov 2011 © © 2010 UPES 2011 UPESSeptember 2011 Nov 2011 © © 2010 UPES 2011 UPES 25
  26. 26. September 2011 Nov 2011 © © 2010 UPES 2011 UPESSeptember 2011 Nov 2011 © © 2010 UPES 2011 UPES 26
  27. 27. Basic RulesSeptember 2011 Nov 2011 © © 2010 UPES 2011 UPESSeptember 2011 Nov 2011 © © 2010 UPES 2011 UPES 27
  28. 28. September 2011 Nov 2011 © © 2010 UPES 2011 UPESSeptember 2011 Nov 2011 © © 2010 UPES 2011 UPES 28
  29. 29. Social Media MarketingHow to Create Successful Profiles & Content Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site). Create robust profiles – use a consistent photo and take the time to create content at each site Comment at and build relationships with other site users – go for popular/well-linked-to pages on the site for your comments/interaction, as these will give you the most link cred September 2011 Nov 2011 © © 2010 UPES 2011 UPESSocial Media & Community Sites to TargetDigg  Add Content to Digg for traffic, links & linkbaiting  Embed “Digg this” buttons on sites to allow users to submit content for you  Building a robust Digg profile and using the site consistently can increase www.digg.com your ability to promote content September 2011 Nov 2011 © © 2010 UPES 2011 UPES 29
  30. 30. Social Media & Community Sites to TargetDel.icio.us  Every blog, article or relevant page can be tagged at Del.icio.us in a user account  For maximum benefit, label with popular tags, tag only that content thats most exciting and build a profile that others will add to their “friends” list del.icio.us  Embed Del.icio.us buttons on content to allow users to easily tag/favorite it September 2011 Nov 2011 © © 2010 UPES 2011 UPESSocial Media & Community Sites to TargetFlickr  Upload industry-relevant and useful photos; consider photographing an event, conference or important location for your field.  Use popular tags and encourage linking & comments by sharing the photo-stream on your blog and other public profiles. www.flickr.com  Add links to your profile and to relevant photos (in comments) September 2011 Nov 2011 © © 2010 UPES 2011 UPES 30
  31. 31. Social Media & Community Sites to TargetReddit  Submit interesting news, tech, political or personal content – multimedia works are also accepted.  Communicate through Reddit with other members, vote on content and member comments. reddit.com  Install Reddit bookmarklets or embedded buttons on your site. September 2011 Nov 2011 © © 2010 UPES 2011 UPESSocial Media & Community Sites to TargetNewsvine  Create a profile with keywords that will become your Newsvine subdomain.  Submit news stories, comment on popular stories, create connections with regular users.  Vote on “vine” content to increase its visibility www.newsvine.com September 2011 Nov 2011 © © 2010 UPES 2011 UPES 31
  32. 32. Social Media & Community Sites to TargetStumbleUpon (Toolbar)  Install the toolbar to stumble, vote on pages and submit items  Submit relevant content in appropriate (preferably popular) categories with a description+tags www.stumbleupon.co  Connect with other users via m “friends” tab, based on content preferences September 2011 Nov 2011 © © 2010 UPES 2011 UPESSocial Media & Community Sites to TargetTechnorati  Create a profile and claim any blogs you control  Favorite other users blogs and invite those who read your blog to favorite it  Apply relevant, high-profile tags to your blog posts when www.technorati.com pinging Technorati – youll rank as long as you are the most recent to write about a topic. September 2011 Nov 2011 © © 2010 UPES 2011 UPES 32
  33. 33. Social Media & Community Sites to TargetMySpace  Create a user profile and connect with well-linked-to users to build your visibility  Link out to your sites/blogs from your pages and from others comments section  Create corporate profiles and customize – these often become well linked-to by MySpace users www.myspace.com September 2011 Nov 2011 © © 2010 UPES 2011 UPESSocial Media & Community Sites to TargetYahoo! Answers  Create a profile and begin answering questions that you can provide excellent answers  The better your answers, the higher your profile on the site – leverage this to point to links/content that will help you promote  Add data/links in your user profile, too and ask questions that have the chance to be answers.yahoo.com featured September 2011 Nov 2011 © © 2010 UPES 2011 UPES 33
  34. 34. Social Media & Community Sites to Target Google +  Create content under your sites brand inside Co-op  Almost any high quality, structured data can receive inclusion into Google Co-op  To be listed in the directory, you must be editorially reviewed by Googles staff – but a listing can create http://Plus.google.com listings in the SERPs and a high profile link September 2011 Nov 2011 © © 2010 UPES 2011 UPESSocial Media Worst Practices  Being Fake in any way  Not listening  Being ignorant to formal and social etiquette  Being pushy or overtly ‘sale-sy’ in participation  Approaching social media channels as silos September 2011 Nov 2011 © © 2010 UPES 2011 UPES 34
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