Social Media Marketing From Webitude

Social Media Marketing? Making Sense of it all!

What Is Social Media?

Social media: Social media supports the human need for social interaction, using Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Source: Wikipedia

Simply put, Social Media is about the billions of conversations people are having 24x7 across various online social channels

But why should Brands worry about Social Media?

3 Reason # 1 Because 3 4 out of 4 Online Indians use Social Social Media includes: Social Networking sites, Gaming, Social Media platforms bookmarking sites, blogging and publishing, video, audio and picture sharing sites UU: 31 Mn % Reach: 74% Source: Google Adplanner

Reason # 2 Because 4 out of top 10 sites in India are Social Media sites Source: Vizisense

Reason # 3 Because Facebook currently boast of ~ 4 Mn Indian users and has grown by 300% in last 8 Months! Picture Credit: "Scott Beale / Laughing Squid“ @ laughingsquids.com

Reason # 4 Because Social Media is Indian women‟s favorite online destination!

And There’s More…

Because when Priyanka Chopra Tweets 43,376 fans listen to her!!

..And an animated TV Ad gets a whooping 2,015,278 views on Youtube!!

 ♥♥♣ @#$% @#$% @#$%  ♥♥♣ @#$% @#$%  ♥♥♣ @#$%  ♥♥♣ Social Media Conversations are taking place (about the brands)…some positive but largely negative

“ For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there Your customers have been there for a long time If your business isn’t putting itself out there, it ought to be.” Business Week, February 19th 2009

Its not about Telling ..it is about Listening, Talking, Engaging

 ♥♥♣  ♥♥♣ @#$% @#$%  ♥♥♣  ♥♥♣ @#$%  ♥♥♣  ♥♥♣ @#$% Give them something Nice to talk about you 

Social Media Marketing is like one Big Party!

Where brands host Parties…… Theme Parties…. Read Theme = Campaign Idea

With a little help from us Social Detectives meet Event Planners

Together we spread the best menu in town! Menu = Social Media Tool

More than 15 Mn views 1 Mn views of making of the advert More than 50,000 downloads Around 100 users uploaded video 300+ Flickr tags for „Bravia Advert‟ 5500 tags on Flickr for „Bravia‟ 10,000+ bookmarks on del.icio.us ..And give enough reason for our guests to be Happy

That‟s it? Is that all the hype about? What else can Social Media do?? Well a lot more….

1. PUBLIC RELATIONS J&J BTW (By the Way Blog) Consistent post averaging 9/month Relevant and topical Honest Interactive Responsive = Great reviews and appreciation across the blogosphere

2. CUSTOMER SERVICE – LISTEN AND RESPOND

3. LOYALTY BUILDING Objective: Renewing the popularity of its running shoes Online asset – Community of runners with the help of Nike+ technology that tracks data of every run and connects runners around the globe ROI – 800,000 runners registered for Nike 10K race across 25 cities across the world Market share moved up to 68%(2008) from 48% (2006)

4. CROWD CLOUT CROWD CLOUT: “Online grouping of citizens/consumers for a specific cause, be it political, civic or commercial, aimed at everything from bringing down politicians to forcing suppliers to fork out discounts.”

5. NETWORKING

6. AUTHORITY THROUGH THOUGHT LEADERSHIP

7. CUSTOMER AQUISITIONS 6,20,000+ Followers Tweet exclusive offers $ 2 Million in revenues in just 2 years!

Listen to the raindrops… Millions of Conversations….

Put an ear to… Brickbats Appreciation  indifference Indifference

Map them all to learn about.. See who are the most influential Map the Buzz Volume Identify Buzz Sentiments

Build Social Media Assets But make them… Social Media Ready With the help of social media tools

Social Media Tools Social Networking Sites Publishing Sites Application & Widgets Sharing Social Bookmarking Microblogging

Social Networking Sites Biggest brand fan page with 3.6 Mn Barack Obama profile page with 6.7 fans! Mn supporters! Social Networking in India Options Available Unique Users: 19 Mn • Profile page creation Registered Users: 15 Mn • Application sharing Users Profile: 18-34 yrs (Getting Older) • Core of a community M:F 55:45 • Photo/Video sharing

Blogging & Publishing Blogging options Wikipedia options •Putting across brands point of view • Brand presence for quick discovery • Initiating dialogue with consumers • Space for redressal •Customer service Blogging and Publishing in India Unique Users: 16 Mn % Reach: 35% Users Profile: 25+ M:F Male Skewed

Widget and Application Client: Burger King Campaign: Friendship is strong but Whopper is stronger Method: Facebook Application Idea: Sacrifice (Delete) 10 friends and get a free Whopper coupon ROI: Within first 10 days 82,000 downloads for the application 2,30,000 friends were sacrificed 20,000 Whopper coupons were distributed Within 10 days Facebook disabled the application citing „Privacy Concerns‟!

Youtube Video Channels Nike Kobe Video Placements: 250+ Unique Youtube in India Organic Placements: 10-12 Community Placement: 250+ • Unique Users: 13 Mn Views: 16 Million • % Reach 30% Original : 5 Million Copy + Reenactment: 11 Million

Social Bookmarks Encourage Sharing and Pass along helping in brand discoverability • Seed asset and share bookmark on top social bookmarking networks/sites Blog Listings My Blog Higher Tagging and Blog 2 bookmarking ensures Blog 3 higher online visibility Blog 4 Blog 5

Microblogging Twitter in India Options on Twitter Registered Users:1.2 Mn • Live brand feeds – promotional Users Profile: 15-24: 25-34 = 44%:40% • Easier shareability M:F 78:22 • One to many message broadcasting

And Finally measure it!

Define Success Matrices

Loyalty and Trust = # of positive comments + # of conversation started Satisfaction= Useful consumer feedback and # implemented Authority= # of influential blogs Qualitative linking to you Page rank relative to competition Brand Interactions # of Organic traffic

Increasing Offline sales = Monthly store traffic # of sales converted courtesy the source blog Quantitative Increasing online sales Qualified Leads

Listening Dashboard- Live Example HP & Dell Share of Voice and Volume of Buzz Tonality – Positives , Neutral and Negative Source of Buzz Media Type

Listening Dashboard- Live Example HP & Dell Verbatim Feeds

Social Media Suite in Action Sharing sites Listening Listen to Blogs Brand /Category Dashboard ongoing Conversations conversations Social Micro Networks blogs Review Forums Seed, viral, create, co- create +ive opinion Social Media Develop a Strategy social media strategy Positive Increase Employees footfalls/ Bloggers brand value/ Stakeholders Brand Asset Communication brand health Measure Identify Key brand assets

Stay for a long haul…

Useful..

Share to Spread…

Desirable..

And finally keep your ears open! Thank You…

Sources • Razorfish • Digital Strategy Consulting • Brand inflitrators – Martha Kagan ‘What the F$#K is Social Media • Flickr.com • Gettyimages.com • Egg Co. • Brand Republic • Contagious • Youtube.com • Slideshare.net

Social Media Marketing From Webitude

by Webitude on Jun 21, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 417

Statistics

Social Media Marketing From Webitude — Presentation Transcript