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Brief introduction to social media

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A brief introduction to social media marketing

A brief introduction to social media marketing

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  • Don ’t hardsell
  • Transcript

    • 1. Social Media & Usage Nikesh Rathi
    • 2. 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. 
    • 3. 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
    • 4.
      • 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
    • 5.
      • A brief history of social media
    • 6.  
    • 7.  
    • 8.
      • Common Social Media tools & Platforms
    • 9.
      • 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
    • 10.
      • 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
    • 11.
      • 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.”
    • 12.
      • 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
    • 13.
      • Forums & Discussion groups
        • Discussion forums of Pagalguy
        • Internal discussion forums in several organizations
        • Groups on social networking sites
          • Facebook groups
          • Orkut communities
          • Linkedin Groups
    • 14.
      • Photo Sharing
      • Allow users to upload and share photographs
        • Flickr
        • Picasa
      • One of the biggest photo sharing sites is Facebook
    • 15.
      • Video Sharing & Podcasting
        • Youtube
        • Google Videos
      • Allow users to upload videos
      • Users can also upload them on other social networking platforms like Facebook
    • 16.
      • Document & Content Sharing
        • Slide share
        • Google Documents
      • Knowledge Management
        • Wikipedia
    • 17. 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
    • 18.
      • Can social media be an effective marketing tool?
    • 19. Why social media is important?
      • Traditional Consumer behaviour-
      • - Attention
      • - Interest 
      • - Desire
      • - Action
      • Modern Customer behaviour-
      • - Attention
      • - Interest 
      • - Desire
      • - Action
      Customer Engagement
    • 20. Post Purchase The Social Network
    • 21.
      • Some key components of Social Media Marketing
    • 22.
      • 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
    • 23.
      • 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
    • 24.
      • 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
    • 25.
      • 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)
    • 26. How to use social media effectively
        • Choose interesting topics
        • Tell good stories
        • Use interesting titles & descriptions
        • Engage the customer
    • 27.
      • 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
    • 28. 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
    • 29.
      • Examples
    • 30.  
    • 31.  
    • 32.  
    • 33.  
    • 34.  
    • 35.  
    • 36.  
    • 37.  
    • 38.  
    • 39.  
    • 40.  
    • 41.  
    • 42.  
    • 43. 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
    • 44. 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)
    • 45. 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
    • 46. 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
    • 47.
      • Thank You
      • [email_address]