Social Media Marketing & New Age Communication

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How social media transitions the decision process? How social media changes the brand communication paradigm?

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Social Media Marketing & New Age Communication

  1. 1. Social Media Marketing & New Age Communication Saurabh Pandey twitter: @pandeysaurabh
  2. 2. What is Social Media <ul><li>Social Media is a communication platform that allows co-creation, sharing, distribution and consumption of content. It’s a media for the user and by the user. </li></ul><ul><li>‘ Content’ can be anything- photographs, videos, articles, questions and answers, Status message, a collective project etc’. </li></ul>
  3. 3. What is Social Media Marketing <ul><li>Social Media Marketing is a process to create opportunities for communities & individuals to Connect, Share, Create, Co-create, Distribute and Recognize, through the help of your brand, </li></ul><ul><li>thereby resulting in creating a positive </li></ul><ul><li>preference , positive reference, positive </li></ul><ul><li>connect and enhanced influence for your </li></ul><ul><li>brand. </li></ul>
  4. 4. How are the buyers influenced today? Source: © AtomThought.com
  5. 5. Social Decision Cycle Source: © AtomThought.com Blogs Wikis Forums YouTube Flickr Social Networks
  6. 6. Bottomline <ul><li>Brand communication should NOT be intrusive. </li></ul><ul><li>Rather Brands should observe the context in a community and then should help the communities achieve their own objectives , by leveraging the brand </li></ul><ul><li>That’s the essence of both Marketing 3.0 and Social Media Marketing </li></ul>
  7. 7. 5 Ways Social Media Marketing makes Communication Effective! Source: © Atomthought.com
  8. 8. Let’s Understand with Examples
  9. 9. 1. Dove-Permissive Marketing & Communication No feature based banner ads. The communication Tries to extend a friendly gesture to let the brand help You in gauging the damage to your hair!
  10. 10. Engage Each step is permissive in nature
  11. 11. Creating Viral Effect One click-and you can ask your friends to take the test- as also see how they fare against you- This continues like a chain reaction, theoretically, for ever
  12. 12. Share. Show off. Influence. If you get a good grade- show it off- create a badge and put on your Social network profile.
  13. 13. 2. Collaboration & Close Looping <ul><li>How Dell used collaboration & Close Looping to </li></ul><ul><ul><li>Create better products </li></ul></ul><ul><ul><li>Create a perception of being a consumer-friendly company </li></ul></ul>
  14. 14. Dell Idea Storm-Winning with Community You Give New Product Ideas. Peers Vote.
  15. 15. Dell acts on the best and popular ideas. You see your ideas in action. Close-Looping
  16. 16. RoI for Dell <ul><li>Dell has put over 400 ideas into action </li></ul><ul><ul><li>Developing new products and improving old ones </li></ul></ul><ul><li>Customer engagement </li></ul><ul><li>Creating Reputation </li></ul><ul><li>Creating a perception of ‘customer oriented’ organization </li></ul>
  17. 17. <ul><li>Look at how Aircel just </li></ul><ul><li>missed the close-looping! </li></ul>
  18. 18. Aircel-Save Our Tigers
  19. 19. <ul><li>People join in because they believe they can make a difference!. </li></ul><ul><li>How can Aircel show that people’s participation did make a difference? </li></ul><ul><ul><li>If they cannot then they are not close looping </li></ul></ul><ul><ul><li>No close-looping > People lose interest > Social Campaign dies </li></ul></ul>
  20. 20. Close Looping <ul><li>Create a potential population clock- </li></ul><ul><ul><li>Each addition to fans increases the potential population of tigers. </li></ul></ul><ul><li>On-ground measurable impact </li></ul><ul><ul><li>Show what measures are being taken to save tigers after the fans submit a signed petition. </li></ul></ul>
  21. 21. <ul><li>Which brand of after shave/ after-shower do you use? </li></ul>3. Real Time
  22. 22. <ul><li>Old Spice- your grandfather’s brand. </li></ul><ul><li>Traditional </li></ul><ul><li>Not for the youth </li></ul><ul><li>Look how it completely transforms itself with youth centric real time communication! </li></ul>
  23. 23. Old Spice- The Man your Man can Smell Like! <ul><li>A funny video created with Ex-football player and model Issaiah </li></ul><ul><li>Video was tweeted on twitter </li></ul><ul><li>A few people asked questions and commented (among a few celebrities) </li></ul><ul><li>Within 24 hours over 100 video responses were shot and replied over twitter by Old Spice and Issaiah </li></ul><ul><li>People who got personalized replies- shared it further. </li></ul><ul><li>In less than 10 days- 6 million YouTube views and 22,000 comments- making it the biggest social media campaign of the year. (Sales of old spice in June were 107% MoM) </li></ul>
  24. 24. Real Time Response <ul><li>Watch the original Old Spice Video. </li></ul><ul><li>@jsbeals wrote on twitter: can you ask my girlfriend to marry me? </li></ul><ul><li>See the real time response </li></ul>
  25. 25. Real Time <ul><li>Through the use of </li></ul><ul><li>twitter and </li></ul><ul><li>facebook pages </li></ul><ul><li>Many brands now </li></ul><ul><li>Communicate </li></ul><ul><li>almost in real time </li></ul><ul><li>and 24*7 with their </li></ul><ul><li>consumers and fans. </li></ul>Updates. Feedbacks. Customer Care Special Fares- ALL REAL TIME!
  26. 26. Conclusion <ul><li>Social Media is changing the way people communicate . </li></ul><ul><li>Brands need to embed themselves in these communication streams and help people realize their objectives </li></ul><ul><li>Social Media Marketing can help brands: </li></ul><ul><ul><li>Create better and innovative products in collaboration with consumers </li></ul></ul><ul><ul><li>Serve consumers in real time </li></ul></ul><ul><ul><li>Leverage the network effect of communities to propagate their communication </li></ul></ul><ul><ul><li>And can create thought leadership </li></ul></ul>
  27. 27. <ul><li>Thank You! </li></ul><ul><li>More interesting write-ups on digital & </li></ul><ul><li>social media @ </li></ul><ul><li>www.atomthought.com </li></ul><ul><li>Catch me on twitter: @pandeysaurabh </li></ul>

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