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Social Media Marketing & New Age Communication
 

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?

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 Social Media Marketing & New Age Communication Presentation Transcript

    • Social Media Marketing & New Age Communication Saurabh Pandey twitter: @pandeysaurabh
    • What is Social Media
      • 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.
      • ‘ Content’ can be anything- photographs, videos, articles, questions and answers, Status message, a collective project etc’.
    • What is Social Media Marketing
      • 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,
      • thereby resulting in creating a positive
      • preference , positive reference, positive
      • connect and enhanced influence for your
      • brand.
    • How are the buyers influenced today? Source: © AtomThought.com
    • Social Decision Cycle Source: © AtomThought.com Blogs Wikis Forums YouTube Flickr Social Networks
    • Bottomline
      • Brand communication should NOT be intrusive.
      • Rather Brands should observe the context in a community and then should help the communities achieve their own objectives , by leveraging the brand
      • That’s the essence of both Marketing 3.0 and Social Media Marketing
    • 5 Ways Social Media Marketing makes Communication Effective! Source: © Atomthought.com
    • Let’s Understand with Examples
    • 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!
    • Engage Each step is permissive in nature
    • 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
    • Share. Show off. Influence. If you get a good grade- show it off- create a badge and put on your Social network profile.
    • 2. Collaboration & Close Looping
      • How Dell used collaboration & Close Looping to
        • Create better products
        • Create a perception of being a consumer-friendly company
    • Dell Idea Storm-Winning with Community You Give New Product Ideas. Peers Vote.
    • Dell acts on the best and popular ideas. You see your ideas in action. Close-Looping
    • RoI for Dell
      • Dell has put over 400 ideas into action
        • Developing new products and improving old ones
      • Customer engagement
      • Creating Reputation
      • Creating a perception of ‘customer oriented’ organization
      • Look at how Aircel just
      • missed the close-looping!
    • Aircel-Save Our Tigers
      • People join in because they believe they can make a difference!.
      • How can Aircel show that people’s participation did make a difference?
        • If they cannot then they are not close looping
        • No close-looping > People lose interest > Social Campaign dies
    • Close Looping
      • Create a potential population clock-
        • Each addition to fans increases the potential population of tigers.
      • On-ground measurable impact
        • Show what measures are being taken to save tigers after the fans submit a signed petition.
      • Which brand of after shave/ after-shower do you use?
      3. Real Time
      • Old Spice- your grandfather’s brand.
      • Traditional
      • Not for the youth
      • Look how it completely transforms itself with youth centric real time communication!
    • Old Spice- The Man your Man can Smell Like!
      • A funny video created with Ex-football player and model Issaiah
      • Video was tweeted on twitter
      • A few people asked questions and commented (among a few celebrities)
      • Within 24 hours over 100 video responses were shot and replied over twitter by Old Spice and Issaiah
      • People who got personalized replies- shared it further.
      • 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)
    • Real Time Response
      • Watch the original Old Spice Video.
      • @jsbeals wrote on twitter: can you ask my girlfriend to marry me?
      • See the real time response
    • Real Time
      • Through the use of
      • twitter and
      • facebook pages
      • Many brands now
      • Communicate
      • almost in real time
      • and 24*7 with their
      • consumers and fans.
      Updates. Feedbacks. Customer Care Special Fares- ALL REAL TIME!
    • Conclusion
      • Social Media is changing the way people communicate .
      • Brands need to embed themselves in these communication streams and help people realize their objectives
      • Social Media Marketing can help brands:
        • Create better and innovative products in collaboration with consumers
        • Serve consumers in real time
        • Leverage the network effect of communities to propagate their communication
        • And can create thought leadership
      • Thank You!
      • More interesting write-ups on digital &
      • social media @
      • www.atomthought.com
      • Catch me on twitter: @pandeysaurabh