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Media Panther - Social Media: A Marketing Perspective
 

Media Panther - Social Media: A Marketing Perspective

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The what, why and how of social media from a marketing perspective.

The what, why and how of social media from a marketing perspective.

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    Media Panther - Social Media: A Marketing Perspective Media Panther - Social Media: A Marketing Perspective Presentation Transcript

    • social media: a marketing perspectivea media panther presentation
    • the what media panther
    • socialthe way living organismsinteract with each other andwith their collectiveco-existence media panther
    • mediaa channel to store andtransmit information media panther
    • social media: an online eco-system where interactions take place supported by tools the place is not important neither are the tools the key is the interactions media panther
    • it is about connectivity, about conversations andultimately about communities media panther
    • it is not about connectivity across devices or tools it is about connecting people media panther
    • connectivity leads to conversations. the new tools allow for greater reach and richness. but the conversations still take place between people. media panther
    • a little insight into the new marketing paradigm markets are conversations. conversations among human beings sound human. they are conducted in a human voice. the Internet is enabling conversations among human beings that were simply not possible in the era of mass media. in both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way. these networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. as a result, markets are getting smarter, more informed, more organized. participation in a networked market changes people fundamentally. people in networked markets have figured out that they get far better information and support from one another than from vendors. so much for corporate rhetoric about adding value to commoditized products. there are no secrets. the networked market knows more than companies do about their own products. and whether the news is good or bad, they tell everyone. from The Cluetrain Manifesto (http://www.cluetrain.com/) media panther
    • ultimately, it is all about building communities tied together by common interests media panther
    • • .social media is about expression. there are no barriers to share, to promote, to object, to discuss, to speak out or to support. it is a new paradigm, an open and transparent one. media panther
    • social media is not a fad. it is a fundamental shift in the way we communicate. media panther
    • the why media panther
    • networked markets are beginning to self- organize faster than the companies that have traditionally served them. thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.• from The Cluetrain Manifesto (http://www.cluetrain.com/) media panther
    • but most companies still don’t get it. the following words dominate their thinking: control monologue transactions these words do NOT figure in social media media panther
    • reasons #1 – social media is already happeningthe interactions will happen whether companieslike it or not. ignoring social media will not make itgo away or make you invisible. the sooner they understand this reality, the better media panther
    • everyonewants to havea say media panther
    • reasons #2 – social media lends an ear social media provides companies the ability to listen to their existing and potential customers media panther
    • reasons #3 – social media is cost effective the costs of traditional media are far higher, both in real terms as well as in terms of effectiveness media panther
    • reasons #4 – the competition is already there social media is a process. the longer you wait, the farther behind you will be left. for companies, resistance to social media is futile. millions of people are creating content for the social web. your competitors are already there. your customers have been there for a long time. if your business isnt putting itself out there, it ought to be. BusinessWeek, 2009 media panther
    • reasons #5 – people distrust marketing on average, people are exposed to more than 5000 ads daily. skipping television ads is now common. people trust their own circle of friends, contacts and networks. media panther
    • an 76% interesting statisticpeople who trust 27% corporate or product internet peers or advertisements word of mouth media panther
    • reasons #6 – social media has tomorrow’s customers tomorrow’s consumers have grown up on social media. they already spend significant periods of time online. and they care about what friends think. media panther
    • internet users – world2.1 billion population – 7 billion social media a few facts*networks – 350+ *approx. numbers as of Jan 2012 media panther
    • Facebook people on Facebook  more than 800 million active users  more than 50% of active users log on to Facebook in any given day  average user has 130 friends activity on Facebook  more than 900 million objects that people interact with (pages, groups, events and community pages)  average user is connected to 80 community pages, groups and events  on average, more than 250 million photos are uploaded per dayhttp://www.facebook.com/press/info.php?statistics (referred on Jan 9, 2012) media panther
    • Facebook platform  on average, people on Facebook install apps more than 20 million times every day  every month, more than 500 million people use an app on Facebook or experience Facebook Platform on other websites  more than 7 million apps and websites are integrated with Facebook mobile  more than 350 million active users currently access Facebook through their mobile devices  more than 475 mobile operators globally work to deploy and promote Facebook mobile productshttp://www.facebook.com/press/info.php?statistics (referred on Jan 9, 2012) media panther
    • 1.3+ billion 1.2+ billion global population 800+ million statistics 1. China 2. India 300+ million 3. Facebook 225+ million 4. USA 5. Indonesiaapprox. numbers as of Jan 2012 media panther
    • LinkedIn the world’s largest professional network adding 2 members every second as of November 3, 2011, LinkedIn operates the world’s largest professional network on the Internet with more than 135 million members in over 200 countries and territories. there were nearly two billion people searches on LinkedIn in 2010. Based on third quarter 2011 metrics, LinkedIn members are on pace to do more than four billion searches on the LinkedIn platform in 2011.http://press.linkedin.com/about (referred on Jan 9, 2012) media panther
    • LinkedIn  as of September 30, 2011 (the end of the third quarter), LinkedIn counts executives from all 2011 Fortune 500 companies as members; its corporate hiring solutions are used by 75 of the Fortune 100 companies.  more than 2 million companies have LinkedIn Company Pages.  more than 40,000 developers are using LinkedIn APIs to create innovative tools and services for professionals, averaging over two billion API calls per month.  there are now more than 180,000 unique domains actively using the LinkedIn Share button on their sites to send content into the LinkedIn platform. Referrals from LinkedIn to publisher sites around the Web are up more than 75% between June 30, 2011 and September 30, 2011.  LinkedIn members are sharing insights and knowledge in more than one million LinkedIn Groups.http://press.linkedin.com/about (referred on Jan 9, 2012) media panther
    • Twitter the world’s leading micro-blogging site Twitter now has 100 million active users every month 50 million users every day  200 million registered users  the number of Twitter users logging in every month is up by 82% since the beginning of the year (2011)http://www.jeffbullas.com/2011/09/21/11-new-twitter-facts-figures-and-growth-statistics-plus-infographic/ (referred on Jan 9, 2012) media panther
    • Twitter  55 million users log in to Twitter from their phone or tablet each month  Twitter.com receives 400 million visitors a month  Twitter.com visitor growth is up 60% this year  40% of Twitter users don’t tweet every month but watch others tweet  Twitter hosts approximately one billion tweets every 5 days  Twitter has set a new record for tweets per second of 8,900 (TPS)http://www.jeffbullas.com/2011/09/21/11-new-twitter-facts-figures-and-growth-statistics-plus-infographic/ (referred on Jan 9, 2012) media panther
    • YouTube 3bn video views every day 48 hours of video uploaded every minute / 8 years of video everyday 98/100 top advertisers advertise on YouTube 1/3 of all web traffic video – predicted to rise to 90% by 2014 20% YouTube traffic is via mobilehttp://www.thedrum.co.uk/opinion/2011/11/24/facebook-linkedin-youtube-statisticsfrom-mccann-erickson-birmingham%E2%80%99s-mobile-well (referred on Jan 9, 2012) media panther
    • benefits public relations market research branding customer acquisition customer relationship management media panther
    • public relations hundreds of millions access social media daily a direct channel to broadcast messages instantly an effective platform to shape public perception, including tackle bad press customers can also be your voice media panther
    • market research traditional marketing research is expensive in terms of time and money social media provides access to millions of consumers who openly discuss their needs real time information is available on consumer trends and other insights, new market opportunities and inputs for product development media panther
    • branding a well integrated and coordinated approach can have a multiplier effect listening and participating can help build brand communities creating useful applications and compelling content can help connect with your customers media panther
    • customer acquisition transactions can now happen on social media innovative applications across devices bring the shopping experience to your finger tips network support enables better decision making quickly media panther
    • customer relationship management working with lists is time consuming and ineffective it is more effective to build communities and engage customers instead customers can be educated through discussions, ask the expert, threaded discussions, blogs, videos etc. media panther
    • the tip of the iceberg social media is a rapidly evolving space newer applications are continually being added media panther
    • the how media panther
    • what matters is who we are talking to…not how many. Jeff Jarvis media panther
    • strategy holds the key, not the technology it is important to adopt a new way of thinking, not think about the tools media panther
    • digital marketing vs. social media digital marketing follows a pattern similar to traditional marketing. it’s still about pushing messages. only, it happens online. there is a transactional element here. social media marketing is about engaging customers online and about listening and getting feedback. there is a relationship element here. media panther
    • an alarming statistic 76% of companies do NOT have a clearly defined social media policyhttp://therealtimereport.com/2011/11/28/76-of-companies-do-not-have-a-clearly-defined-social-media-policy/ media panther
    • social media strategy has two components an organizational component – to ensure a systematic and consistent approach that becomes a way of lifean operational component– to ensure that social mediastrategies are defined,implemented, measured andrefined media panther
    • organizational get top management on component board evaluate your business objectives understand existing attitudes of employees towards social media identify existing social media usage in the organization involve HR to create a culture and structure that supports social media media panther
    • organizational component set up a formal body to oversee the social media initiatives in the organization create formal guides and training modules develop systems to capture learning design social media specific tools to analyze information set metrics to measure outcomes against defined targets integrate feedback into actionable strategies media panther
    • organizational deterrents top management ignorance or inertia a culture that doesn’t support social media lack of incentives to use social media fear of losing control brand risk media panther
    • operational componentdefine the objective sales leads awareness buzz thought leadership loyaltypick one media panther
    • operational componentdefine the audience their demographics their social media usage the type of content media panther
    • operational componentdefine the content strategy the content has to be targeted the content has to be compelling the content has to be valuable (to customers) media panther
    • operational componentdefine the metrics it is important to know whether the social media strategy is working there are numerous applications and analysis tools that can help track, measure and listen media panther
    • now that the operationalstrategy is componentset, you canmove to thetactical part –the tools select the right tools integrate the tools to derive maximum impact keep yourself abreast - the tools keep getting updated and change media panther
    • operational component as you can see,there are plenty of choiceswhen it comes to tools media panther
    • operational componentnext steps make sure that you measure the impact incorporate the learning as you move ahead stay focused and don’t lost the momentum media panther
    • operational component an important note conversations are about being human for any social media program to be successful, it is important to bring in the elements of humanization and approachability so listen, participate and engage in a way that is genuine media panther
    • operational deterrents social media cannot be controlled there are no technological standards the tools keep changing media panther
    • it is not who is important that counts butwho acts as a catalyst for conversation Keith O’Brien media panther
    • contact address 11, first floor, bismillah bldg. ranade road, dadar (w) mumbai 400 028Branding Marketing Advertising phone +91 22 32981707 email info@mediapanther.co.in website http://mediapanther.co.in/ follow us on click here to Get a Quote © by media panther. All rights reserved media panther
    • References for images – slides 1 to 29 (in order)http://www.flickr.com/photos/melissamarques/5429309141/http://www.flickr.com/photos/provoost/399670697/http://office.microsoft.com/en-us/images/results.aspx?qu=social&ctt=1#ai:MP900442439|mt:2|http://www.flickr.com/photos/tartanpodcast/4186803893/http://www.flickr.com/photos/conferencebasics/4195997228/http://www.flickr.com/photos/amberlane/3630498378/http://www.flickr.com/photos/bijapuri/4737676980/http://www.flickr.com/photos/arne-halvorsen/5942755632/http://www.flickr.com/photos/vectorportal/5205843533/http://www.flickr.com/photos/tamasbuti/4523802673/http://www.flickr.com/photos/mikayle/6593435993/http://www.flickr.com/photos/typoatelier/5920710845/http://www.flickr.com/photos/fboyd/2897598148/http://www.flickr.com/photos/grrrr/1299016434/http://www.flickr.com/photos/matthijs/3144456275/http://www.flickr.com/photos/paulnich/5462836182/http://www.flickr.com/photos/patrix99/4390255158/http://www.flickr.com/photos/theory/3193684688/http://www.flickr.com/photos/lukepeterson/5210463195/http://www.flickr.com/photos/andreasheyden/2372646209/http://www.flickr.com/photos/mcleod/3909431214/http://www.flickr.com/photos/vectorportal/6199566097/http://www.flickr.com/photos/storozhenko/2397412529/http://www.flickr.com/photos/evanlavine/3698921414/http://www.flickr.com/photos/findyoursearch/5202301465/http://www.flickr.com/photos/vincentjhon/5263185678/http://www.flickr.com/photos/ideagirlmedia/5339904409/http://www.flickr.com/photos/matthewgain/4633798280/http://www.flickr.com/photos/nanpalmero/4278432941/ media panther
    • References for images – slides 28 to 58 (in order)http://www.flickr.com/photos/xotoko/2382680812/http://www.flickr.com/photos/travelinlibrarian/4329755033/http://www.flickr.com/photos/23963573@N08/3606295240/http://www.flickr.com/photos/mikepd/2888628810/http://www.flickr.com/photos/byjoecross/3415693800/http://www.flickr.com/photos/smieyetracking/5545969127/http://www.flickr.com/photos/tracylee/529014183/http://www.flickr.com/photos/bobjagendorf/2848968140/http://www.flickr.com/photos/heraldpost/4565178902/http://www.flickr.com/photos/augustwind/4944393257/http://www.flickr.com/photos/chemophilic/2990543785/http://www.flickr.com/photos/jeangoff/2947957226/http://www.flickr.com/photos/artjonak/6250513028/http://www.flickr.com/photos/mytudut/5207878369/http://www.flickr.com/photos/photojonny/2268845904/http://www.flickr.com/photos/pistruiatu/6141458050/http://www.flickr.com/photos/jiscimages/4057426721/http://www.flickr.com/photos/niecieden/340134536/http://www.flickr.com/photos/stevensnodgrass/3554392190/http://www.flickr.com/photos/matthewmcvickar/154077776/http://www.flickr.com/photos/yogendra174/4702037726/http://www.flickr.com/photos/neonihil/3294600532/http://www.flickr.com/photos/hoshi7/5561228178/http://www.flickr.com/photos/silvertje/3582297307/http://www.flickr.com/photos/birgerking/4731898939/http://www.flickr.com/photos/worldofoddy/146446352/http://www.flickr.com/photos/mcbeth/799193786/http://www.flickr.com/photos/jorge-11/4777791888/http://www.flickr.com/photos/jefharris/49253963/ media panther