Social media: A Stakeholder View

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A comprehensive presentation that emphasizes the importance of stakeholder view in social media. It includes examples of Dell, Starbucks, Suzlon Energy etc.

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Social media: A Stakeholder View

  1. 1. Social Media: A Stakeholder View Anandan Pillai Research Scholar (Marketing) Management Development Institute, Gurgaon
  2. 2. ResearchExperience Case studies: 2 Research papers: 3 Book: 1
  3. 3. Conference presentations (2009) (2010) (2011) (2012)
  4. 4. Invited speaker Demystifying Social Media Social CRM Building Communities on Social Media
  5. 5. Social media credentials Twitter: 850+ followers (@anandan22) LinkedIn: 500+ connections Consulted 2 brands Soon joining a leading agency as “Social Media Strategist”
  6. 6. Agenda Introduction to Social Media Stakeholder View Case Studies In-class exercise
  7. 7. Integrated MarketingCommunications Offline Online Non-Interactive Interactive
  8. 8. I speak, you listen
  9. 9. Apart from listening, now I also want to CreateShare Discuss Modify
  10. 10. Which Channels to Adopt? I / My team is Identify comfortable Business My competitors are Objective present there Identification of key My agency suggested this channel Stakeholders Selection of Social Media Channel Content Strategy
  11. 11. Business Objective? Top-line Bottom-line Brand Awareness Lead generation Customer insights Crowdsourcing ideas Employer branding
  12. 12. Social Media Channels
  13. 13. Content Strategy What? (About product/service, brand, industry news, how-to etc.) When? How? (Image, Video, Contests, Blogpost)
  14. 14. Case studies cum Discussions
  15. 15. IdeaStorm
  16. 16. IdeaStorm
  17. 17. Blendtec Increase in sales 700%
  18. 18. PALS
  19. 19. PALS
  20. 20. Hippo Manufacturer WholesalerInformatio Good n s Retailer Customer
  21. 21. World’s top 10 ManagementInstitutions* About College 16.99% Alumni 6.45% Existing Students 9.55% Business & Management News 6.30% Industry News 1.86% General Engagement 7.43% Faculty 32.27% College events 14.09% Industry Interaction 5.06% Total 100.00% *Work in progress
  22. 22. Kaya Skin Clinic (August’2012)
  23. 23. Channels Content Strategy Offerings – 10 Product – 4 Appointment – 3Facebook Festivals – 10 Tips – 2 Total – 29 Offerings – 10 Product – 4 Customer Interaction – 17 Appointment – 4Twitter Festivals – 8 Tips – 3 Customer’s foursquare checkin - 2 Total - 48Blog & YouTube None
  24. 24. Hindware (August’2012)
  25. 25. Channels Content StrategyFacebook Product – 9 General engagement – 5 Festival – 5 Total – 19Twitter Tips – 22 General engagement – 11 Category information – 3 Product – 3 Total - 39
  26. 26. Reach me Twitter: @anandan22 Blog: www.anandanpillai.com Email: anandan1982@gmail.com Mobile: 987122365927
  27. 27. Image Sources http://www.blackballonline.com/wordpress/social-media/social- media-marketing-mix-analysis/ http://www.beesmart.biz/InteractiveDigitalTv/tv-guide-interactive- program http://ceoworld.biz/ceo/2009/10/26/mcgraw-hill-third-quarter- profit-fell http://www.topdesignmag.com/top-design-billboards-best-45/ http://www.clker.com/clipart-wrong-cross.html http://reputationxchange.com/tag/traditional-media/ http://www.porchooneh.com/ http://steve.crooks.net/2012/07/16/the-laid-back-approach-to- dining/ http://www.talkingbusinesscontinuity.com/bcm-news-and- events/news/business-continuity-and-your-stakeholders-who- has-a-stake-in-your-business.aspx

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