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A brief introduction to social media marketing

A brief introduction to social media marketing

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Brief introduction to social media Brief introduction to social media Presentation Transcript

  • Social Media & Usage Nikesh Rathi
  • Web 2.0
      • Web 2.0 is the term given to describe a second generation of the World Wide Web that is focused on the ability for people to collaborate and share information online .
      • Web 2.0 basically refers to the transition from static HTML Web pages to a more dynamic Web that is more organized and is based on serving Web applications to users. 
  • Introduction to Social Media
    • What is social media?
      • The term  Social Media  refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue.
      • It is a set of Web-based broadcast technologies that enable the democratization of content, giving people the ability to emerge from consumers of content to publishers
      • Fundamentally changing the way people connect and converse
      • People + Message+ Internet = Social Media Marketing
    • Facebook is now larger than what all of internet was in 2004
    • Nearly 4 in 5 active Internet users visit social networks & blogs
    • Nearly 40 % of social media users access social media content from the cell phone
    •   53 % of active adult social networkers follow a brand, while 32 % follow a celebrity
    • If Facebook were a country, it would be the third largest in terms of population
    Some statistics
    • A brief history of social media
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    • Common Social Media tools & Platforms
    • Blogs
    • We b – log
    • Blog platforms (software) and their respective communities are designed for the creation and management of blogs.
    • Support the authoring and publishing of content, comments, as well as site management tools.
      • Allows readers to interact with the author through comments
    • Some popular blog platforms
      • Blogger
      • Wordpress
    • Microblogs
    • Different from blogs in terms of the length of published content
    • Twitter
      • 140 characters status updates called Tweets
      • You can follow people whose updates you want to subscribe to
      • Used by several celebrities, public figures & brands
      • Used to broadcast messages as well as engage the users (followers)
      • Can follow hash tags and trending topics
    • Review & Rating sites
    • Burrp.com
    • Mouthshut.com
    • Zomato
    • Justdial
    • Desimartini
    • Tripadvisor
    • One survey indicated that
      • Consumers were willing to pay at least 20 % more for services receiving an ‘Excellent,’ or 5-star, rating than for the same service receiving a ‘Good,’ or 4-star, rating.
      • Nearly one out of every four Internet users reported using online reviews before paying for a service delivered offline.”
    • Social Networking Sites
    • Facebook
      • >800 million active users
      • Most popular social networking site in most countries
    • Linkedin
      • Professional networking site
      • >120 million registered users
    • MySpace
    • Orkut
    • Google Plus
    • Forums & Discussion groups
      • Discussion forums of Pagalguy
      • Internal discussion forums in several organizations
      • Groups on social networking sites
        • Facebook groups
        • Orkut communities
        • Linkedin Groups
    • Photo Sharing
    • Allow users to upload and share photographs
      • Flickr
      • Picasa
    • One of the biggest photo sharing sites is Facebook
    • Video Sharing & Podcasting
      • Youtube
      • Google Videos
    • Allow users to upload videos
    • Users can also upload them on other social networking platforms like Facebook
    • Document & Content Sharing
      • Slide share
      • Google Documents
    • Knowledge Management
      • Wikipedia
  • Another way of classifying Social Media
    • Content Based Social Media
      • Blogs, YouTube, Flickr
    • Personality Based Social Media
      • Facebook, Linekdin
    • Interest Based Social Media
      • Google Groups, Pagalguy
    • Fantasy Based Social Media
      • Second Life
    • Can social media be an effective marketing tool?
  • Why social media is important?
    • Traditional Consumer behaviour-
    • - Attention
    • - Interest 
    • - Desire
    • - Action
    • Modern Customer behaviour-
    • - Attention
    • - Interest 
    • - Desire
    • - Action
    Customer Engagement
  • Post Purchase The Social Network
    • Some key components of Social Media Marketing
    • Facebook
      • Interactive & involving the audience
      • Facebook Communities and Pages
        • Various Apps can be integrated in the facebook page (using FBML)
      • Contests on Facebook
      • Customer interaction & Engagement
    • Linkedin
      • Professional self of the company
      • Might form or reinforce an image in minds of the customer
      • This might be more pronounced in
        • B2B
        • Startups
      • Can be indexed by the search engine
      • Provides networking opportunities
    • Twitter
      • Gives updates about the product or the brand
      • Real time conversations with the users
        • Better customer satisfaction
      • Boosts search engine optimization
      • Hash-tagging helps to increase visibility
    • Youtube
      • YouTube’s search bar is the number two search bar on the Internet, second only to Google.
      • Collectively we spend 2.9 billion hours on YouTube in one month.
      • Customize Your Channel
        • Theme and colours, the modules you want displayed (other channels, comments, subscribers)
  • How to use social media effectively
      • Choose interesting topics
      • Tell good stories
      • Use interesting titles & descriptions
      • Engage the customer
    • Who looks after Social Media?
      • Marketing Department
      • Communications Department
      • Any employee who says anything about a company in social media represents a company
      • Managed in-house or through external agency
  • How to design a social media campaign
    • Identify business objectives
    • Identify social media objectives
    • Formulate social media strategy
      • Target Audience
      • Channels which you’ll use
      • Objectives of using those channels
      • Pay attention to timing
    • Monitoring and Feedback
      • Social Media Audit
      • Reviewing the strategy
    • Examples
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  • Ingredients of an effective social media campaign
    • Innovative
    • Contagious
    • Value adding for users
    • Building relationships and trust
    • Well planned and consistent
    • Well branded and controlled
    • Attractive baits
    • Integrating offline marketing
    • Using right networks and tools
    • Having a call for action
  • Some metrics to evaluate Social Media Activity
    • Social media leads.
    • Engagement duration.
    • Bounce rate
    • Membership increase
    • Active network size
    • Activity ratio
    • Conversions
    • Brand mentions in social media
    • Virality (shares & re-tweets)
    • Blog Interaction
    • Customer acquisition
    • Customer retention
    • Customer savings
    • Cross Selling
    • Impact on SEO (Search Engine Optimization)
  • Social Media Audit
    • Company/ Brand Social Media Audit
      • To understand the social media presence and activity of the company/ brand
      • To benchmark vis a vis competitors
    • Individual profile audit
      • B- School Admissions in some universities
      • Recruitment processes
      • Other instances for background check
  • Social Media Risks
    • Lack of proper social media strategy
    • Strategy without a plan
    • Engaging in only one way communication
    • Giving incorrect information
    • Ignoring the customers
    • Excessive negative publicity about the brand
    • Lack of proper governance structure
    • Lack of proper metrics for tracking
    • Lack of proper monitoring of conversations
    • Unprepared or unexpected responses
    • Thank You
    • [email_address]