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Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
Social Media Marketing How to Succeed in Business Using SMO
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Social Media Marketing How to Succeed in Business Using SMO

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  • 1. "How to Succeed in Business usingSocial Media?"4th webinar of the retail e-Commerce seriesan embitel initiative8th Oct 2009 Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 2. Speaker Profile Founder dmc GmbH, Germany www.dmc.de Chairman Embitel, India www.embitel.comDaniel Rebhorndr@dmc.de• Studied Computer Science at University of Stuttgart• Entrepreneur since 1992• Working in retail e-Commerce for last 14yrs• Responsible for development of e-retail sites like Neckermann, Kodak Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 3. Facebook case• Beginning 2009 Facebook forced people to accept new terms and conditions• Users were much concerned and lot’s of protests happened• Facebook returned to old terms.• Shouldn’t Facebook foresee such a reaction?? Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 4. Amazon case• In 2009 Amazon remotely deleted e-books downloaded through amazon kindle service• After a lot of negative comments and discussions going on, Amazon CEO has to excuse for this action.• Would that be possible 2 years back without social networks?? Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 5. Tharoor twitter case• Tharoor (Minister of external Affairs in India) runs twitter feed and posted comment about 2nd class train passengers.• Public protested about this, mainly within social networks.• He himself had to apologize and even prime minisiter had to comment on this.• Would any other channel cause such a speedy respond?? Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 6. Our MessageInternet based social networks and communities aregetting more popular every day.You can‘t change it and you shouldn‘t wait until thisturns against you… instead use it for your Own Advantage Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 7. Agenda• What the heck is Social Media?• Why Social Media?• Benefits of Social Media Marketing (SMM)• Difficulties in Social Media Marketing• SMM and it’s tools• Do’s & Donts• Success stories• Summary Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 8. What the Heck is Social Media? Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 9. What the Heck is Social Media? The Art of Listening, Learning and Sharing Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 10. What the Heck is Social Media?“Social Media is the use of electronic and Internet tools for the purpose ofsharing and discussing information and experiences with other human beings”.Social Media is about …• Public Relation• Customer Service• Loyality Building• Collaboration• Networking• Customer Acquisition Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 11. Why Social Media? Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 12. Why Social Media?• 2 out 3 of the Global Internet Population visit Social Network• Visiting Social Sites is the 4th most popular activity• Time spent on Social network is growing at 3 times the overall internet rate• Monthly growth rate of twitter is 1382% as on Jan to Feb 2009• 3,000,000 is the avg number of tweets per day• 1,000,000,000 is the amount of content shared each week on facebook• 93% of Social Media Users belive a company should have presence in social media “Web 2.0 is a state of mind” Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 13. Why Social Media?Traffic is declining on brand sites Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 14. Why Social Media? And is increasing on Social Sites Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 15. Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 16. Benefits of Social Media Marketing Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 17. Benefits of Social Media Marketing• Increases the direct customer interaction• Strengthening the brand awareness• Increase traffic by more inbound links• Increase the sales• Cost effectiveness• Interaction with future customers• Increased online visibility• Improved services• Extremely fast and active feedback• Change negativity into positivity• Online reputation management Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 18. How it drives business business?• Increased traffic on your website – Directly from Social Networks – Indirectly from Search Engines etc.• Increased brand awareness – By more direct interacting with the customers – By building up trust• Increased interaction with customers – Direct feedback can be used to improve products and services – Involve customers in design/planning stage Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 19. Difficulties in Social Media Marketing• It takes time, patience, effort and some top-level engagement• Needs change of mindset, also on senior mgmt level• Not just simple and easy• Different approaches• Nearly infinite number of possibilities• Be prepared for criticism, accept it and use it for improvements Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 20. SMO and it’s tools Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 21. SMM and it’s tools• Corporate Blogging• Blog Optimization• RSS-feeds & Marketing• Social Bookmarking• Microsites• Viral Marketing• Social Networking Communities• Google Geographical Maps• Video sharing sites• Forum Discussions• Wiki Page Creation• Social Media Monitoring Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 22. Corporate Blogging• Set up a corporate blog• Post with the relevant content• Select Free Hosting Blog or own hosting• Be prepared for comments as comments are an important part of a successful blog; Monitor content but minimize cencorship• Regularly update with New Content ... daily ?!?• Can be used for product promotion, product launches, recruitment, sharing ideas, ... Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 23. Smart e-Commerce example Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 24. Fame cinemas example Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 25. Walmart example Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 26. Blog Optimization• Select the Blog URL according to your subject• Select the Blog host from any of the WordPress or Blogger or Live journal• Regularly post your content according to keywords and labels, this will help your blog to index visibility in the search engines• Start adding e-mail services to your blog with e.g. monthly newsletter• Post comments on the related blogs or crosslink to other blogs Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 27. Microsite Blogging• Setup a blogging microsite to support a specific campaign or to reach a specific demographic target• Offer the possibility to share experiences, pictures, ideas, ... Advantages • Optimized for conversion • Continuous promotion with regularly updating with the content • Customer focused • Quick results Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 28. Microsite Blogging – Toyota example Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 29. Microsite Blogging – Nach Bailye Starplus example Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 30. Viral marketing• Pay influential bloggers to write reviews > be aware that result it’s not only positive <• Involve bloggers in pre-launch phase, e.g. By sending product samples to bloggers• Place controversial comments on popular existing blogs• Do something controversial / original, e.g. Video, online game, etc.• But beware, its a danger!!! > negative talks are better than no talks < Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 31. Video Sharing Websites• Share your videos, commercials...• Can be serious, funny or controversial• Doesn’t even has to look professional• Key areas: – Product and service promotion videos – Customer testimonials – TV commercial – Viral marketing videos – Special recruitment videos Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 32. Social Media Monitoring• Know where and what is said about you and your company – It doesn‘t matter if you do SMM or not, continuously you have to monitor your brand within the communities• Use Google Alerts, Blog and Twitter Search Engines and aggregate the output via Yahoo Pipes Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 33. Do’s and Dont’s in Social Media Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 34. Do’s• Submit positive, original or very interesting content in Blogs, Networking sites etc.• Spend quality time in social networking sites and participate in all group activities which are belongs to your business• Monitor social networks• Post your business related content in more social media resources• Most important: If you foresee any negative talks about your company … be active or at least prepare yourself. Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 35. Dont’s• Don’t have a “self promotion only ” agenda• Don’t be too fast in creating your social network, Social websites will block your account.• Don’t try to manipulate comments and votes, e.g. by voting yourself or let your direct network vote for you.• Don’t submit affiliate program based websites, spam blogs, pirated software sites etc• Don’t be greedy with your votes and comments• Don’t just vote on items submitted by your mutual friends in social networking sites.• Don’t share or send shouts for every item you submit. Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 36. Success stories Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 37. Success stories• Dell is using tweets to inform the community about promotions, discounts and special offers• Information delivered real-time to users• Dell established multiple tweets to target different segments of customers Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 38. Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 39. Case Study on Smart e-Commerce Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 40. Case Study on Smart e-Commerce Start of SMO activities Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 41. Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 42. SummaryThe internet:• Is changing with social networks• Is growing up in an unpretictable wayUsers:• Want to share opinion, content, views, ...• Want to participateCompanies:• Should be aware of these changes• Should use the opportunities to its advantage Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 43. Our Company• E-Commerce service company • 250+ employees at since 1995 Stuttgart HQ, Germany• e-commerce and e-business • 80+ employees in Bangalore projects in 30+ countries (incl. • Offering E-Commerce services in Europe, US, Australia, Japan) India and overseas• Responsible for … – Consulting – 75+ – Design Webshops – Technology – 1+ Bil. $ – Web-shop maintenance E-Commerce Order Volume/year – Online marketing (SEO, SEM, SMM) – 5.000.000+ – Hosting E-Commerce Transactions/year Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.
  • 44. Thank you for your interest! Any questions? Please contact us: e.seminar@embitel.comDaniel Rebhorn Ph: +91 80 41694210 or 41694200 Mb: +91 9008788500 Embitel URL: www.embitel.com Blog: www.smarte-commerce.com Join our communities on: LinkedIn twitter MySpace blogger Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.

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