Social Media Marketing

Web 2.0 & its Applications to Marketing
Amit Haralalkawww.TalkingTails.in
amit@talkingtails.in

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

Set of disruptive technologies that focus on simplicity of IT applications use
Common characteristics
Do It Yourself (DIY)
Rich Internet Applications (RIA) like AJAX, Adobe Flex
Lighter weight Web development models
Wikipedia vs Britannica
Bottom-up community approach rather than traditional top-down approach
Introduction

O’Reilly’s Web 2.0 Map

Implementation
Web technologies & design
Flash websites, CSS- fluid sheets
Google AdsensevsDoubleClick
Tagging vs directories
Participation vs Publication
Wikis vs content management

Businesses and Web2.0
Key investments
Technologies and tools
Blogs
Mash-ups (multiple data sources into 1)
Tweets
P2P
RSS
Survey highlights

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

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

ATL Vs. BTL

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?

Social Media Marketing: Phases

Initial inhibition
Discouraging Web usage statistics from India
Company perception “Very few online media users”
Recent trends (benefits cited)
More innovative products and services
More effective marketing
Better access to knowledge
Lower cost of doing business
Higher revenues
Social media in India

Current usages
Indian companies using SMM through twitter
Airtel Broadband @ Impatient Ones
Deccan Chargers @ ChargersHome
CricInfo @ Cricinfo News
Infosys @ Infosys
The Blue Frog @ thebluefrog

Webchutney… A profile
Business and interactive marketing consulting firm
Services suite
Digital strategy
Web development
Social media marketing solutions
Self marketing through LinkedIn, Twitter
Key clients
Microsoft, P&G, Airtel

141 Sercon… A profile
Marketing communication (BTL)
Neo-marketing
Guerilla
Viral
Social media
Digital
“Adopt the city” digital campaign Sun Micro.
Teasers
Emails

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?
“Experts” being novices
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

Monitoring and Tracking
What?
Key employees and public facing figures
Company name
Company URLs
Hot industry sites
Newsgroups
Track your competitiors
Employee Activity
Blog Comments

Monitoring and Tracking
How?
Google Analytics
SentimentMetrics
Social Mention
HitTrail
Social Bookmarks
Networks(Linkedin,Facebook)
...and lots more

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

Thank You

Social Media Marketing

by amithar on Mar 12, 2010

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