Social Media Marketing - Social Media Indian Usage

2,700 views
2,600 views

Published on

Social Media Marketing and where it fits in the Digital Marketing universe and the way Indians are consuming social media.

Published in: Business, Technology

Social Media Marketing - Social Media Indian Usage

  1. 1. Social Media Marketing<br />for Symbiosis Institute of Media and Communication<br />
  2. 2. Facts about the Earth<br />Equatorial Radius = 6,378,206 m<br />Area = 510,900,000 sq km<br />Equatorial Circumference = 40,075 km<br />2000 BG<br />Area = Approximates tip of the mouse pointer<br />2000 AG<br />
  3. 3. Internet Population<br />The world is <br />72.8% water and <br />28.2% digital<br />
  4. 4. Digital Marketing<br />Push Communication<br />Banner, Viral, Advertising, Email, SMS<br />Marketer<br />Consumer<br />Interactive Communication<br />Social Media, Widgets, ORM<br />Pull Communication<br />SEM, SEO<br />
  5. 5. Pull Communication<br />Pros:<br />No restrictions in terms of type of content or size as the user determines what they want.<br />No technology required to send the content, only to store/display it.<br />No regulations or opt-in process required.<br />Cons:<br />Considerable marketing effort required for users to find the message/content.<br />Limited tracking capabilities – only total downloads, page views, etc.<br />No personalization – content is received and viewed the same across all audiences<br />Copied from Wikipedia<br />
  6. 6. Push Communication <br />Pros:<br />Can be personalized -- messages received can be highly targeted and specific to selected criteria – like a special offer for females, 21 years old or over and living in Pune.<br />Detailed tracking and reporting – marketers can see not only how many people saw their message but also specific information about each user such as their name as well as demographic and psychographic data.<br />High Return on Investment (ROI) possible – if executed the right way, push messaging can help drive new revenue as well as brand reinforcement.<br />Cons:<br />Compliance issue – each push messaging technology has its own set of regulations, from minor (RSS) to heavily controlled (email and text messaging)<br />Requires mechanism to deliver content – the marketer has to use an application to send the message, from an email marketing system to RSS feeders.<br />Delivery can be blocked – if the marketer does not follow the regulations set forth by each push message type, the content can be refused or rejected before getting to the intended recipient.<br />Copied from Wikipedia<br />
  7. 7. Social Media Behaviour Evolution<br />Source: TNS Media Influence<br />
  8. 8. Interactive Marketing<br />
  9. 9. Social Media Marketing<br />
  10. 10. Social Media Opportunities<br />
  11. 11. Social Media Starfish<br />In 2007<br />Source: Robert Scoble<br />
  12. 12. Social Media Starfish<br />In 2009<br />
  13. 13. Social Media Ecosystem<br />
  14. 14. Social Media User<br />
  15. 15. Social Media Interactions<br />
  16. 16. Social Media Interaction<br />
  17. 17. Social Media Interaction<br />
  18. 18. Social Media Interaction<br />
  19. 19. Architecture of Participation<br />Source: The Long Tail, Chris Anderson, Pg 84<br />
  20. 20. Understanding Indian Social Media Internet User<br />(Source: Forrester)<br />
  21. 21. Social Media Platforms<br />
  22. 22. Social Networking Sites<br />
  23. 23. More than175 millionactive users<br />Leading demographics are35-44, 45-54<br />Average user has120“friends”<br />More than3 billionminutes spent on Facebook each day<br />More than850 photosuploaded each month<br />More than 7 millionvideosuploaded each month<br />More than 2 millionevents createdeach month<br />(Source: Facebook.com)<br />
  24. 24. Facebook<br />Joining the conversation<br />Fostering the community<br />Building relationships<br />Facebook.com/SIMC<br />Facebook marketing requires communicating, not advertising<br />
  25. 25.
  26. 26. Over38 millionLinkedIn members worldwide<br />Resourceto connect professionally - business connections, networking, new business<br />Highlyeducateduser Dominatedby 35-44, 45-54, 55-64 demographics<br />Tap intocompanies connections, ask questions, answer questions<br />(Source: LinkedIn.com)<br />
  27. 27. Personal and Professional Use<br />linkedin.com/SIMC<br /><ul><li>People are checking you on Linkedin
  28. 28. Branding personnel
  29. 29. Expanding the Rolodex
  30. 30. Answering question relating marketing </li></li></ul><li>Then there are others<br />Step #1 log on to wikipedia.org<br />Step #2 Search for “List_of_social_networking_websites”<br />Step #3 you are in state of shock “feel like loser”; “not connected with the world”<br />
  31. 31. Blog – the influencer<br />
  32. 32. The Influencer<br />Exercise #<br />On the day of the interview to make to SIMC<br />Think, and write down, what made you join SIMC<br />Who influenced you?<br />What did that person say?<br />What influenced you?<br />What has the been the outcome?<br />
  33. 33. Blogging<br />Blogging is no longer a “public diary”<br />Blogging is “broadcast platform”<br />To share views, news, opinions, and connect with like minded individuals<br />To showcase creative writing and source of entertainment<br />To database of educational content<br />To having credibility as a public informers <br />A barometer of cultural shift to individual celebrity status<br />
  34. 34. Blogging Statistics<br /><ul><li>Blogging Demographics
  35. 35. 14% of internet users actively blog
  36. 36. 39% are aware of blogs
  37. 37. over 75% of all bloggers are men
  38. 38. 85% are below the age of 35
  39. 39. Usage Pattern
  40. 40. 49% said they read blogs to be entertained
  41. 41. 50% found blogs by business leaders interesting
  42. 42. in contrast, 24% found politicians' blogs interesting
  43. 43. 58% started their blog to express themselves, while 40% to entertain other
  44. 44. Time Spent
  45. 45. 90% of bloggers spend up to 5 hours per week reading blogs or updating their own blogs   </li></ul>Source: iamai.in<br />
  46. 46. Micro-blog<br />
  47. 47. Twitter<br />70%of users joined in 2008Dominated by35-44demographic<br />Estimated 5-10 thousand new accountsopenedeach day<br />Traffic grown over600%in past 12 months<br />(Source: HubSpot)<br />
  48. 48. Twitter<br />Listen & Respond<br />Promotions & Insight<br />Building relationships<br />twitter.com/SIMC<br />Create great content and tweet about it<br />Encourage people to retweet it<br />Track who is retweeting and thank them<br />
  49. 49. Multimedia Marketing<br />
  50. 50. Multimedia Marketing<br />Video: <br />Photos: <br />Music:<br />LiveCasting:<br />Podcasting: <br />
  51. 51. Collaboration<br />
  52. 52. Collaboration<br />Wikis: <br />Social Bookmarking:<br />Social News: <br />
  53. 53. Reviews and Opinions<br />Online Reputation Management<br />
  54. 54. Product Reviews: epinions, Mouthshut, burrp<br />Questions and Answers: Yahoo Answers, RediffQnA, ibiboSawaal<br />
  55. 55. Reviews online<br />International research says that offline buying (any service / product) after an online search is $180 billion and online research leads to online buying around $160 Billion globally in 2006. <br />According to MasterCard Worldwide Insights for India, Online shoppers in India have a higher tendency to indulge in opportunistic shopping online than through traditional offline means. <br />
  56. 56. Trust in Social Media<br />Source: Neilsen Consumer Report, October 2007<br />
  57. 57. What is happening online?<br />IndiaFM<br />I will not watch the movie<br />Ourbollywood.com<br />India-forums.com<br />Rediff.com<br />
  58. 58. Some Facts…<br />One Negative Comment is on an average <br /><ul><li>seen by 400 people
  59. 59. read by 20 people </li></li></ul><li>Golden rules for Online Reputation Management<br />Online conversations are dynamic (users generate text/image/video) and are influential<br />Bad news travels and support for the same travels faster <br />You cannot control the message in cyberspace, you can neutralize the effect <br />
  60. 60. Social Games<br />
  61. 61. Social Games<br />Virtual Worlds: Second Life, The SIMS Online<br />Online Gaming: World of Warcraft, EverQuest<br />Browser Gaming: Yahoo Games<br />Facebook Gaming: FarmVille, Mafia Wars<br />Flash Gaming: Games on Hungama, C2W, Zapak<br />Mobile Gaming: SMS, MMS, GPRS (using technology), in-built games<br />
  62. 62. MokshJuneja<br />Social Media Catalyst<br />Avignyata Inc.<br />Mobile: +91 9322121170<br />Email: mokshjuneja@avignyata.com<br />Website: http://www.avignyata.com <br />Blog: http://mokshjuneja.blogspot.com<br />

×