Iitd pres 01102010

Social media marketing How to market your brand through social media?

Contents WHAT is social media WHY is it creating so much buzz HOW to market your brand through social media

WHAT is social media!!

Social Media = Participative media Traditional Media Information channels Social Media

Social Media = Participative media  Behavior – Why/ what will people talk?  Tools – How will they talk

Tools Social Wikis Blog / Content News curation CMS networks microblogs Sharing channels

Tools Focus on Focus on content people

Behavior Social Object = reason why people affiliate with each specific other and not just anyone http://www.zengestrom.com/blog/2005/04/why-some-social-network-services- work-and-others-dont-or-the-case-for-object-centered-sociality.html

Facebook  Social Object = Users connect and share with people in their life http://facebook.com

Twitter  Users discover (and share) what is happening right now http://twitter.com

LinkedIn  Users exchange information, ideas and opportunities http://linkedin.com

flickr  User share photos (and) watch the world

YouTube  Users broadcast themselves ( or their creations) http://youtube.com

Digg  Users discover and share content http://digg.com

Blogger  Users express themselves http://blogger.com or http://wordpress.com

Wikipedia  Users (create and edit) free encyclopedia http://en.wikipedia.org

What we learn  It is less about tools and more about the behavior  Each popular tool has a unique and desirable social object

Why is Social Media creating so much buzz!

1. Participation Volumes http://globalwebindex.com

1. Participation Volumes

2. It is out in the open!

2. It is out in the open! Sales –feedback funnel Use & Awareness Consideration Preference purchase opinionate Talk Social Media Marketing: An Hour a day – Dave Evans

3. Empower & energize your evangelists  Brand : Royal Challenger  Online community of Cricket fans http://royalchallengers.com

3. Empower & energize your evangelists  Brand: Sunsilk  Community built around ‘growing up’ http://gangofgirls.com

3. Empower & energize your evangelists  Brand: Tata tea  Community built around citizen awakening http://jaagore.com

3. Empower & energize your evangelists 1 2 Identify passion • Your brand might not have many evangelists but the attached social object might Ignite passion have • Give your evangelists tools (online communities) to spread the message http://dellgogreen.com

What we learn  Social Web (Web 2.0) is going to stay and it is going to get bigger  Brands can no longer broadcast  The ‘social in us’ can be leveraged for marketing

Social Media marketing How businesses are using social media for marketing? How to make you business social?

How are business using social media for marketing

Beverages  Brand: Pepsi  Dynamic: Consumer Generated Content http://www.yourlaysflavour.com/index.asp http://www.youngistaan.com

Health  Brand: Gold’s Gym  Dynamic: CGC Social App http://www.facebook.com/goldsgym?v=app_105315 14314#/

Finance  Brand: Servus Credit Union  Dynamic: Consumer Generated Content - Ambassador Program http://www.youngfreealberta.com/

Retail Stores  Brand: Walmart  Dynamic: Consumer Conversations http://elevenmoms.com

Software services  Brand: Infosys  Dynamic: Conversations http://infosysblogs.com

Software products  Brand: Intuit  Dynamic: Collaboration http://community.intuit.com/category/banking

News  Brand: CNN  Dynamic: Collaboration http://ireport.cnn.com/

Baby care  Brand: Pampers  Dynamic: Customer Community (around parenting) www.papmers.com

ecommerce  Brand: ebay  Dynamic: Customer community (around products and brands) www.neighborhoods.ebay.com

Travel  Brand: British Airways  Dynamic: Customer Community (around travel) http://www.metrotwin.com

Non Profits  Brand: Change.org  Dynamic: Citizen Community (around change) www.change.org

Telecom  Brand: Idea  Dynamic: Collective Intelligence www.myidea.co.in

Coffee chains  Brand: Starbucks  Dynamic: Collective Intelligence www.mystarbucksidea.com

What we learn Marketing through social media is different:  It is not about the big idea  It is not about a campaign  It is not about a creative  It is about the ‘social in us’

How to make your business social

Dell Hell  Viral campaign against Dell’s unresponsive customer service, started by journalist Jeff Jarvis. http://buzzmachine.com/archives/cat_dell.html

Direct2Dell Blog  Dell Corporate blog  Conversations from Dell employees and senior management http://en.community.dell.com/dell-blogs/b/direct2dell

Dell Ideastorm  Ideation community to build better dell products http://ideastorm.com/

Dell Digital Nomad  Community built around the idea of being a digital nomad.  Targeted at highly mobile laptop users. http://www.digitalnomads.com/

Dell Take Your Own Path  Community where users shared inspiring stories of entrepreneurship http://takeyourownpath.com

Dell Social Innovation comp  Dell Social Innovation Competition as an initiative targeted towards young social entrepreneurs http://dellsocialinnovationcompetition.com

Dell Employee Storm  Internal ideation platform to enable Dell’s worldwide community of more than 80,000 employees to post and discuss ideas. http://thesocialworkplace.com/featured/1558/

Dell Outlet on Twitter  Dell uses Twitter as a channel to sell refurbished computers to corporate purchase managers.  @delloutlet has 1.5 million followers and has resulted in sales of more than $6 million. http://twitter.com/delloutlet

What we learn  Social media marketing  Brands that are social – You no longer preach but participate – You give more reasons to talk – You believe in relationships than interactions – You convert your customers, partners to evangelists (fans) – You organize and empower your evangelists

References  “Social Media marketing – An hour a day’ – Dave Evans  http://gauravonimics.com  2020 Social Slideshare channel (http://slideshare.net/2020social)

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Iitd pres 01102010

by Achintya Gupta on Oct 02, 2010

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Iitd pres 01102010 — Presentation Transcript