SOCIAL MEDIA MARKETING Avinav Goel (#02) Arpit Agarwal (#04) Atul Seksaria (#39) Nachiket Karajagi (#77)

“ what” media marketing?? Gaurav Mishra, Brand Manager of Tata Indica “ 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! ” One year sabbatical at Georgetown University Studying Indian Social Networks

Gaurav Mishra, Brand Manager of Tata Indica

“ 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! ”

One year sabbatical at Georgetown University

Studying Indian Social Networks

Definition “ A form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks ” Marketing activities on platforms that integrate technology, social interaction, and the construction of words, pictures, videos and audio Market size of $2.5 B in 2011

“ A form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks ”

Marketing activities on platforms that integrate technology, social interaction, and the construction of words, pictures, videos and audio

Market size of $2.5 B in 2011

Concept

Forms of Social Media Social networks (Facebook, MySpace, Friendster) Social bookmarks (del.icio.us, StumbleUpon) Social media (YouTube, Flickr, Podcasts, Twitter) Blogs Widgets and gadgets (Yahoo! widgets, iGoogle) Browser extensions Search engines

Social networks (Facebook, MySpace, Friendster)

Social bookmarks (del.icio.us, StumbleUpon)

Social media (YouTube, Flickr, Podcasts, Twitter)

Blogs

Widgets and gadgets (Yahoo! widgets, iGoogle)

Browser extensions

Search engines

Forms of Social Media

Forms of Social Media

Social Media trends

Success Stories Narula Travel Group, New Delhi Uploaded 30 exotic videos on YouTube Dabbawallas Kerala Religious places Targeted towards first-time visitors of India Business boomed Linked-In for recruiting Orkut/Facebook communities for engagement

Narula Travel Group, New Delhi

Uploaded 30 exotic videos on YouTube

Dabbawallas

Kerala

Religious places

Targeted towards first-time visitors of India

Business boomed

Linked-In for recruiting

Orkut/Facebook communities for engagement

Success Stories Sunsilk Gang of Girls The Axe Effect – www.theaxeeffect.com P&G Tremor Indian Fantasy League Barcamps Honda Civic, Type R J&J’s brand RoC

Sunsilk Gang of Girls

The Axe Effect – www.theaxeeffect.com

P&G Tremor

Indian Fantasy League

Barcamps

Honda Civic, Type R

J&J’s brand RoC

Success Stories

US Presidential Election my.barackobama.com and McCainSpace Facebook McCain has only 226,000 “supporters” 1.4 million for Obama. MySpace McCain has 66,665 “friends” 467,814 for Obama.

my.barackobama.com and McCainSpace

Facebook

McCain has only 226,000 “supporters”

1.4 million for Obama.

MySpace

McCain has 66,665 “friends”

467,814 for Obama.

Your product can go the viral way Make a quick video a product demo Make a title containing your site’s URL Upload it to YouTube Post on your site. Use Twitter, Orkut, Facebook, de.icio.us, Have a friend Digg it, Reddit etc.

Make a quick video a product demo

Make a title containing your site’s URL

Upload it to YouTube

Post on your site.

Use Twitter, Orkut, Facebook, de.icio.us,

Have a friend Digg it, Reddit etc.

Social Cognitive Theory Communications systems operate through Direct pathways Informing, enabling, motivating, and guiding participants. Socially mediated pathways Media influences linked participants to social networks Natural incentives and personalized guidance

Communications systems operate through

Direct pathways

Informing, enabling, motivating, and guiding participants.

Socially mediated pathways

Media influences linked participants to social networks

Natural incentives and personalized guidance

Assumption of SMM Social Cognitive Theory – Personal Information Well versed with interactions on internet Target is already involved with SM Social Media or the content is not offensive Differentiation from chatting Moksh Juneja, Blogger and SMM Professional “ Not so suitable for mass market in India yet”

Social Cognitive Theory – Personal Information

Well versed with interactions on internet

Target is already involved with SM

Social Media or the content is not offensive

Differentiation from chatting

Moksh Juneja, Blogger and SMM Professional

“ Not so suitable for mass market in India yet”

Industrial approach to Marketing Create brand messages Buy media to place them Becoming more expensive Audiences fragment and interactive technologies Sophisticated tools to ignore advertising altogether.

Create brand messages

Buy media to place them

Becoming more expensive

Audiences fragment and interactive technologies

Sophisticated tools to ignore advertising altogether.

Methods of Social Media Monitor discussions Identify top concerns Identify Opinion Leaders Identify media types Create specific messaging Create content destinations Focused on being informative and encouraging discussion, not sales Reach out to opinion leaders Monitor the communications Offer influential bloggers a incentive to write

Monitor discussions

Identify top concerns

Identify Opinion Leaders

Identify media types

Create specific messaging

Create content destinations

Focused on being informative and encouraging discussion, not sales

Reach out to opinion leaders

Monitor the communications

Offer influential bloggers a incentive to write

SMM

Questions?

Is your consumer using social media 78% of marketers see social media as a way to gain a competitive edge, but fewer than 8% have budgets devoted to it. 88% of marketers who use social media plan to spend more on it this year, and 31% of those said they will spend "significantly more,“

78% of marketers see social media as a way to gain a competitive edge, but fewer than 8% have budgets devoted to it.

88% of marketers who use social media plan to spend more on it this year, and 31% of those said they will spend "significantly more,“

Consumer personalities Socially Isolated – 12% more likely blog Approval seekers – 23% more likely download First time home buyers – Very active on Social networking sites Divorced – 20 % more likely to buy online, 52% more likely to visit sports site Brand Loyal – 22 % more likely to use professional sites for networking

Socially Isolated – 12% more likely blog

Approval seekers – 23% more likely download

First time home buyers – Very active on Social networking sites

Divorced – 20 % more likely to buy online, 52% more likely to visit sports site

Brand Loyal – 22 % more likely to use professional sites for networking

Questions which confused us Traditional Media Vs SMM? Is it same as Social Marketing ? How is it different from online media? An online article which allows us to discuss ,is it SMM? Why would someone join SunsilkGOG when we already have orkut? Is it not spamming?

Traditional Media Vs SMM?

Is it same as Social Marketing ?

How is it different from online media?

An online article which allows us to discuss ,is it SMM?

Why would someone join SunsilkGOG when we already have orkut?

Is it not spamming?

Questions that arose!! How does a SMM professional get his target customers on the net? Is it not invasion of privacy? How will such large amount of data be searched? Where all to search? How exactly is this data used? How is money generated from SMM? What is the track record of SMM? How large is SMM? How big will it be? Is it sustainable? Is it a fad?

How does a SMM professional get his target customers on the net?

Is it not invasion of privacy?

How will such large amount of data be searched?

Where all to search?

How exactly is this data used?

How is money generated from SMM?

What is the track record of SMM?

How large is SMM? How big will it be?

Is it sustainable? Is it a fad?

History -’97 – SIX Degrees ‘ 02 – Friendster ‘ 03 – Myspace ‘ 05 – Facebook

-’97 – SIX Degrees

‘ 02 – Friendster

‘ 03 – Myspace

‘ 05 – Facebook