Social Media Marketing

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

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Social Media Marketing

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

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