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Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
Brief introduction to social media
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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]

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