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Social Media Marketing

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A comprehensive skim and partial nose-dive into the world of Marketing through Social Media tools.

A comprehensive skim and partial nose-dive into the world of Marketing through Social Media tools.

Published in: Business, Technology

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Transcript

  • 1. Web 2.0 & its Applications to Marketing
    Amit Haralalkawww.TalkingTails.in
    amit@talkingtails.in
  • 2. Introduction
    Web 2.0 Technologies
    Implementation
    Businesses & Web 2.0
    Web 2.0 Tools
    Social Media Marketing
    Social Media in India
    SM: Business Profiles
    Measurement
    Conclusion
    Agenda
  • 3.
    • Set of disruptive technologies that focus on simplicity of IT applications use
    • 4. Common characteristics
    • 5. Do It Yourself (DIY)
    • 6. Rich Internet Applications (RIA) like AJAX, Adobe Flex
    • 7. Lighter weight Web development models
    • 8. Wikipedia vs Britannica
    • 9. Bottom-up community approach rather than traditional top-down approach
    Introduction
  • 10. O’Reilly’s Web 2.0 Map
  • 11. Implementation
    Web technologies & design
    Flash websites, CSS- fluid sheets
    Google AdsensevsDoubleClick
    Tagging vs directories
    Participation vs Publication
    Wikis vs content management
  • 12. Businesses and Web2.0
    Key investments
    Technologies and tools
    Blogs
    Mash-ups (multiple data sources into 1)
    Tweets
    P2P
    RSS
    Survey highlights
  • 13. Social Networking
    Facebook, Twitter, MySpace, LinkedIn
    Users add friends, send messages, share content
    Communities of like-minded interest
    Social Bookmarking
    Digg, Delicious
    Users share their favorite online content
    Also create online bookmarks
    Wikipedia
    Content created online by multiple users
    Web 2.0: Tools
  • 14. Blogs
    Wordpress, Blogger, TypePad
    Online journals
    Embed content from other platforms
    Photo Sharing
    Flickr, PhotoBucket
    Creative Commons licensing rights 
    Video Sharing
    Youtube, iMemories
    Upload video content for private/public sharing
    Web 2.0: Tools
  • 15. ATL Vs. BTL
  • 16. I trust my friends opinion because she doesn’t have a commercial intent
    I value her sense of judgement
    She recommends and all my friends corroborate.
    Customer can research online for HIGH INVOLVEMENT products
    It is very BUZZY – spreads like a Virus!
    Why it works?
  • 17. Social Media Marketing: Phases
  • 18.
    • Initial inhibition
    • 19. Discouraging Web usage statistics from India
    • 20. Company perception “Very few online media users”
    • 21. Recent trends (benefits cited)
    • 22. More innovative products and services
    • 23. More effective marketing
    • 24. Better access to knowledge
    • 25. Lower cost of doing business
    • 26. Higher revenues
    Social media in India
  • 27. Current usages
    Indian companies using SMM through twitter
    • Airtel Broadband @ Impatient Ones
    • 28. Deccan Chargers @ ChargersHome
    • 29. CricInfo @ Cricinfo News
    • 30. Infosys @ Infosys
    • 31. The Blue Frog @ thebluefrog
  • Webchutney… A profile
    Business and interactive marketing consulting firm
    Services suite
    • Digital strategy
    • 32. Web development
    • 33. Social media marketing solutions
    Self marketing through LinkedIn, Twitter
    Key clients
    • Microsoft, P&G, Airtel
  • 141 Sercon… A profile
    Marketing communication (BTL)
    Neo-marketing
    “Adopt the city” digital campaign Sun Micro.
  • But how real is the impact?
    Infosys on Twitter
    • 103 Following, 954 followers
    Webchutney on Twitter
    • 132 Following, 247 followers
    Possible reasons for lack of impact
    • Immature market for social media marketing?
    • 38. “Experts” being novices
    • 39. No differentiation between “Interactive” and “Integration”
  • Measuring Marketing Effectiveness
    Social Media Monitoring is to keep track of all the conversations happening in the online world.
    “The direct unfiltered brutally honest nature of much online discussion is black gold... texas tea to companies that want to spot trends or find out what the consumer really thinks.”
    -The Economist, March 11, 2006
  • 40. Monitoring and Tracking
    What?
    • Key employees and public facing figures
    • 41. Company name
    • 42. Company URLs
    • 43. Hot industry sites
    • 44. Newsgroups
    • 45. Track your competitiors
    • 46. Employee Activity
    • 47. Blog Comments
  • Monitoring and Tracking
    How?
    ...and lots more
  • 53. Marketing pitch should include Social Media perspective
    Necessary to bridge social media gap
    Demands development of techniques for quantifying
    The Gaps
    The Performance
    Measurement to determine future investments
    Easier to measure Social Media (Web 2.0) impact over that of traditional media (TV/Radio/Print)
    Conclusion
  • 54. Thank You