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Demystifying Social Media<br />AnandanPillai<br />FPM Scholar<br />Management Development Institute<br />
Agenda<br />Media Evolution<br />Social Media Facts: Indian Context<br />Consumer Buying Process in Social Media Era<br />...
Predominant use of “any” media?<br />
I don’t want to be left out!<br />
Apart from listening, now I also want to<br />Create<br />Share<br />Discuss<br />Modify<br />
Marketers have milked traditional media predominantly for <br />THEIR BENEFIT<br />
Traditional Media<br />
Empowered audience<br />
Brand’s new approach!<br />
Media Evolution<br />PAID<br />MEDIA<br />EARNED<br />MEDIA<br />OWNED<br />MEDIA<br />
Social Media Facts: Indian Context<br />
Customer’s Buying Process in Social Media Era<br /><ul><li>Search Engines becoming social
Social media websites </li></ul>Mouthshut.com, Tripadvisor.com, Indiareviewchannel.com, Yelp.com<br /><ul><li>Group buying...
Social commerce
Sharing experience on social media
Referrals and Recommendations</li></li></ul><li>Myth 1: Social Media is Free<br />
Dominos Pizza<br />
Mattel vs. Greenpeace<br />
Nestle vs. Greenpeace<br />
Myth 2: Customers will start complaining<br />
BSNL<br />
IRCTC<br />
Myth 3: Its not a CORE activity, so OUTSOURCE<br />
Myth 4: Just Start & You Will Find a Way<br />
Myth 5:<br />My customers are  not on <br />Facebook / Twitter / LinkedIn<br />
Myth 6:<br />Social Media is Just for Marketing<br />
Myth 7:<br />Social Media is all about <br />selecting appropriate platforms<br />
Myth 8:<br />Let’s run it for few days & then stop<br />
Myth 9:<br />Social Media will replace Traditional Media<br />
Myth 10:<br />Social Media will Fade Away<br />
Platforms MAY FADE, but <br />ATTITUDE won’t<br />
Engagement should be the focus<br />Metrics should follow Objectives<br />Don’t measure blindly <br />Qualitative metrics ...
Case Studies<br />
3 Key Elements of Social Media<br />C<br />Community<br />P<br />Platform<br />C<br />Content<br />
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Demystifying Social Media

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Transcript of "Demystifying Social Media"

  1. 1. Demystifying Social Media<br />AnandanPillai<br />FPM Scholar<br />Management Development Institute<br />
  2. 2. Agenda<br />Media Evolution<br />Social Media Facts: Indian Context<br />Consumer Buying Process in Social Media Era<br />Common Myths about Social Media<br />Case Studies<br />
  3. 3. Predominant use of “any” media?<br />
  4. 4.
  5. 5. I don’t want to be left out!<br />
  6. 6. Apart from listening, now I also want to<br />Create<br />Share<br />Discuss<br />Modify<br />
  7. 7. Marketers have milked traditional media predominantly for <br />THEIR BENEFIT<br />
  8. 8. Traditional Media<br />
  9. 9. Empowered audience<br />
  10. 10. Brand’s new approach!<br />
  11. 11. Media Evolution<br />PAID<br />MEDIA<br />EARNED<br />MEDIA<br />OWNED<br />MEDIA<br />
  12. 12. Social Media Facts: Indian Context<br />
  13. 13.
  14. 14.
  15. 15.
  16. 16.
  17. 17.
  18. 18.
  19. 19.
  20. 20.
  21. 21. Customer’s Buying Process in Social Media Era<br /><ul><li>Search Engines becoming social
  22. 22. Social media websites </li></ul>Mouthshut.com, Tripadvisor.com, Indiareviewchannel.com, Yelp.com<br /><ul><li>Group buying (DealsandYou)
  23. 23. Social commerce
  24. 24. Sharing experience on social media
  25. 25. Referrals and Recommendations</li></li></ul><li>Myth 1: Social Media is Free<br />
  26. 26. Dominos Pizza<br />
  27. 27. Mattel vs. Greenpeace<br />
  28. 28. Nestle vs. Greenpeace<br />
  29. 29. Myth 2: Customers will start complaining<br />
  30. 30. BSNL<br />
  31. 31. IRCTC<br />
  32. 32.
  33. 33. Myth 3: Its not a CORE activity, so OUTSOURCE<br />
  34. 34.
  35. 35. Myth 4: Just Start & You Will Find a Way<br />
  36. 36.
  37. 37. Myth 5:<br />My customers are not on <br />Facebook / Twitter / LinkedIn<br />
  38. 38.
  39. 39. Myth 6:<br />Social Media is Just for Marketing<br />
  40. 40.
  41. 41. Myth 7:<br />Social Media is all about <br />selecting appropriate platforms<br />
  42. 42.
  43. 43. Myth 8:<br />Let’s run it for few days & then stop<br />
  44. 44.
  45. 45. Myth 9:<br />Social Media will replace Traditional Media<br />
  46. 46.
  47. 47. Myth 10:<br />Social Media will Fade Away<br />
  48. 48. Platforms MAY FADE, but <br />ATTITUDE won’t<br />
  49. 49. Engagement should be the focus<br />Metrics should follow Objectives<br />Don’t measure blindly <br />Qualitative metrics would make more sense than mere numbers<br />Focus on opportunity cost that was saved!<br />Social Media RoI<br />
  50. 50. Case Studies<br />
  51. 51.
  52. 52.
  53. 53.
  54. 54.
  55. 55.
  56. 56.
  57. 57.
  58. 58.
  59. 59.
  60. 60.
  61. 61.
  62. 62.
  63. 63. 3 Key Elements of Social Media<br />C<br />Community<br />P<br />Platform<br />C<br />Content<br />
  64. 64. I sincerely acknowledge my two Twitter buddies @VSShweta& @chitrashah for their quick inputs in fine tuning the initial version of this presentation.<br />Acknowledgement<br />
  65. 65.
  66. 66. Email: anandanp22@gmail.com<br />Twitter: @anandan22<br />LinkedIn: http://in.linkedin.com/in/anandanpillai<br />Blog: www.socialmediaresearcher.blogspot.com<br />Reach Me<br />
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