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Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
Social Media Marketing
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Social Media Marketing

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This is a student presentation on Social Media Marketing. This document tries to introduce the topic of SMM to traditional marketing students to build a perspective about the emerging new media which …

This is a student presentation on Social Media Marketing. This document tries to introduce the topic of SMM to traditional marketing students to build a perspective about the emerging new media which is exciting, intriguing and very effective.

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  • 1. SOCIAL MEDIA MARKETING Avinav Goel (#02) Arpit Agarwal (#04) Atul Seksaria (#39) Nachiket Karajagi (#77)
  • 2. “ what” media marketing?? <ul><li>Gaurav Mishra, Brand Manager of Tata Indica </li></ul><ul><ul><li>“ As a marketer, I face a dichotomy. It is between my role as a marketer and myself as a customer. As a marketer, I would like to push my message across to the maximum extent. As a consumer, I am becoming more averse to listen to any of it! ” </li></ul></ul><ul><ul><li>One year sabbatical at Georgetown University </li></ul></ul><ul><ul><ul><li>Studying Indian Social Networks </li></ul></ul></ul>
  • 3. Definition <ul><li>“ A form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks ” </li></ul><ul><li>Marketing activities on platforms that integrate technology, social interaction, and the construction of words, pictures, videos and audio </li></ul><ul><li>Market size of $2.5 B in 2011 </li></ul>
  • 4. Concept
  • 5. Forms of Social Media <ul><li>Social networks (Facebook, MySpace, Friendster) </li></ul><ul><li>Social bookmarks (del.icio.us, StumbleUpon) </li></ul><ul><li>Social media (YouTube, Flickr, Podcasts, Twitter) </li></ul><ul><li>Blogs </li></ul><ul><li>Widgets and gadgets (Yahoo! widgets, iGoogle) </li></ul><ul><li>Browser extensions </li></ul><ul><li>Search engines </li></ul>
  • 6. Forms of Social Media
  • 7. Forms of Social Media
  • 8. Social Media trends
  • 9. Success Stories <ul><li>Narula Travel Group, New Delhi </li></ul><ul><ul><li>Uploaded 30 exotic videos on YouTube </li></ul></ul><ul><ul><ul><li>Dabbawallas </li></ul></ul></ul><ul><ul><ul><li>Kerala </li></ul></ul></ul><ul><ul><ul><li>Religious places </li></ul></ul></ul><ul><ul><li>Targeted towards first-time visitors of India </li></ul></ul><ul><ul><li>Business boomed </li></ul></ul><ul><li>Linked-In for recruiting </li></ul><ul><li>Orkut/Facebook communities for engagement </li></ul>
  • 10. Success Stories <ul><li>Sunsilk Gang of Girls </li></ul><ul><li>The Axe Effect – www.theaxeeffect.com </li></ul><ul><li>P&amp;G Tremor </li></ul><ul><li>Indian Fantasy League </li></ul><ul><li>Barcamps </li></ul><ul><li>Honda Civic, Type R </li></ul><ul><li>J&amp;J’s brand RoC </li></ul>
  • 11. Success Stories
  • 12. US Presidential Election <ul><li>my.barackobama.com and McCainSpace </li></ul><ul><li>Facebook </li></ul><ul><ul><li>McCain has only 226,000 “supporters” </li></ul></ul><ul><ul><li>1.4 million for Obama. </li></ul></ul><ul><li>MySpace </li></ul><ul><ul><li>McCain has 66,665 “friends” </li></ul></ul><ul><ul><li>467,814 for Obama. </li></ul></ul>
  • 13. Your product can go the viral way <ul><li>Make a quick video a product demo </li></ul><ul><ul><li>Make a title containing your site’s URL </li></ul></ul><ul><li>Upload it to YouTube </li></ul><ul><li>Post on your site. </li></ul><ul><li>Use Twitter, Orkut, Facebook, de.icio.us, </li></ul><ul><li>Have a friend Digg it, Reddit etc. </li></ul>
  • 14. Social Cognitive Theory <ul><li>Communications systems operate through </li></ul><ul><ul><li>Direct pathways </li></ul></ul><ul><ul><ul><li>Informing, enabling, motivating, and guiding participants. </li></ul></ul></ul><ul><ul><li>Socially mediated pathways </li></ul></ul><ul><ul><ul><li>Media influences linked participants to social networks </li></ul></ul></ul><ul><ul><ul><li>Natural incentives and personalized guidance </li></ul></ul></ul>
  • 15. Assumption of SMM <ul><li>Social Cognitive Theory – Personal Information </li></ul><ul><li>Well versed with interactions on internet </li></ul><ul><li>Target is already involved with SM </li></ul><ul><li>Social Media or the content is not offensive </li></ul><ul><li>Differentiation from chatting </li></ul><ul><li>Moksh Juneja, Blogger and SMM Professional </li></ul><ul><ul><li>“ Not so suitable for mass market in India yet” </li></ul></ul>
  • 16. Industrial approach to Marketing <ul><li>Create brand messages </li></ul><ul><li>Buy media to place them </li></ul><ul><li>Becoming more expensive </li></ul><ul><ul><li>Audiences fragment and interactive technologies </li></ul></ul><ul><ul><li>Sophisticated tools to ignore advertising altogether. </li></ul></ul>
  • 17. Methods of Social Media <ul><li>Monitor discussions </li></ul><ul><li>Identify top concerns </li></ul><ul><li>Identify Opinion Leaders </li></ul><ul><li>Identify media types </li></ul><ul><li>Create specific messaging </li></ul><ul><li>Create content destinations </li></ul><ul><ul><li>Focused on being informative and encouraging discussion, not sales </li></ul></ul><ul><li>Reach out to opinion leaders </li></ul><ul><li>Monitor the communications </li></ul><ul><li>Offer influential bloggers a incentive to write </li></ul>
  • 18. SMM
  • 19. Questions?
  • 20. Is your consumer using social media <ul><li>78% of marketers see social media as a way to gain a competitive edge, but fewer than 8% have budgets devoted to it. </li></ul><ul><li>88% of marketers who use social media plan to spend more on it this year, and 31% of those said they will spend &amp;quot;significantly more,“ </li></ul>
  • 21. Consumer personalities <ul><li>Socially Isolated – 12% more likely blog </li></ul><ul><li>Approval seekers – 23% more likely download </li></ul><ul><li>First time home buyers – Very active on Social networking sites </li></ul><ul><li>Divorced – 20 % more likely to buy online, 52% more likely to visit sports site </li></ul><ul><li>Brand Loyal – 22 % more likely to use professional sites for networking </li></ul>
  • 22. Questions which confused us <ul><li>Traditional Media Vs SMM? </li></ul><ul><li>Is it same as Social Marketing ? </li></ul><ul><li>How is it different from online media? </li></ul><ul><li>An online article which allows us to discuss ,is it SMM? </li></ul><ul><li>Why would someone join SunsilkGOG when we already have orkut? </li></ul><ul><li>Is it not spamming? </li></ul>
  • 23. Questions that arose!! <ul><li>How does a SMM professional get his target customers on the net? </li></ul><ul><li>Is it not invasion of privacy? </li></ul><ul><li>How will such large amount of data be searched? </li></ul><ul><li>Where all to search? </li></ul><ul><li>How exactly is this data used? </li></ul><ul><li>How is money generated from SMM? </li></ul><ul><li>What is the track record of SMM? </li></ul><ul><li>How large is SMM? How big will it be? </li></ul><ul><li>Is it sustainable? Is it a fad? </li></ul>
  • 24. History <ul><li>-’97 – SIX Degrees </li></ul><ul><li>‘ 02 – Friendster </li></ul><ul><li>‘ 03 – Myspace </li></ul><ul><li>‘ 05 – Facebook </li></ul>

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